For Vendor Strategy Professionals

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	March 21, 2007 Drive More Business By Making Client Events Stakeholder-Centric by Norbert Kriebel with Pascal Matzke, Daniel Krauss	Average: 5  (3 ratings)

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Executive Summary

The primary objectives of a customer event are to generate interest with prospects and existing clients and to drive new business. Events require significant capital and resource investments from the organizer and — to a smaller financial, but no less important, extent — from the attendees. However, the typical event content delivery structure does not achieve the primary objective as well as it could, leaving the investments from the provider and attendees at risk. Structuring and organizing your event from a stakeholder-centric perspective can minimize that risk and improve the overall value of the event experience for both parties.

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