Categories: Special ReportMeetings And SMM

Small Meetings, Big Value

Events that used to fly under the radar are taking center stage – and so are the tools to manage them
It doesn’t matter if a corporation is a Fortune 500 company or a 500-person shop; eventually all will hold a meeting, which can be aimed at attendee numbers in the dozens, hundreds or even thousands.

Naturally, the larger, higher profile meetings get a great deal of the focus, but small- and medium-size meetings are often just as important – especially when their costs are aggregated – so they shouldn’t be regarded as just an afterthought.

According to McLean, VA-based meetings technology provider Cvent, small meetings constitute roughly 70 to 80 percent of the overall meetings business. Frost & Sullivan reports that technology can save 15 percent on bookings, reduce venue research time by 22 percent and help increase overall event planning productivity by 22 percent.

Cindy Fisher, senior vice president and global head of CWT Meetings & Events, notes that smaller meetings are the most likely to be planned by part-time or non-professional planners within an organization, which makes it challenging to gain alignment on a centralized policy or process.“

Larger scale events are typically linked to customer revenues or corporate objectives – they are part of the toolset used by corporations to achieve their marketing and business goals,” she says. “The scale of opportunity for savings and other efficiencies is simply bigger for a larger meeting, and they have more visibility across the organization.”

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