More Isn’t More: Why Adding More Partners Won’t Enhance Your Event

So, you’ve had some successful company events. Maybe a whole slew of them. But now your company is growing, and the stakes are rising. Suddenly, you’re faced with a larger scale and higher expectations for the next gathering. How can you take things to the next level? Create something even more spectacular and motivating than in years past? (Luckily, the budget is bigger, too, right?) So the next logical step seems to be hiring another partner, right?

Two partners isn’t always better than one

More often than not, companies settle into a comfortable relationship with their current AV company. But what you gain in convenience from a legacy provider, however, you might be losing in quality and creativity, especially as your event needs evolve.

Rather than break ties with that organization, when it’s time to bring something different to the table, many opt to add a new partner: typically, a creative agency that can help you ideate themes and concepts, refine messaging and brainstorm ideas for execution. That something “extra” you’re finally in a place to deliver. Or maybe you turn to your in-house creative resources. They’ve got a number of other items on their plate, but they promise to make time. It’s important to the company, after all.

There’s just one problem: in this strategy, you’re at the center—and not in a good way. In between ideation and execution, your team has to take on the unenviable task of translating. Your AV partner, after all, takes the order that you place. Meanwhile, your creative agency gives you the logs and leaves it to you to build the cabin.

You also have to make sure that all of that translating actually culminates in a successful event, meaning you have to be hyper present throughout the event, managing your AV team onsite to make sure they execute on your vision. In the end, you’re doing extra work from start to finish, which means added responsibility and headaches throughout the process.

Everyone is doing their job, and yet, the most crucial piece of the puzzle has been left out of the equation. In all reality, planning conversations are really just the tip of the iceberg. Once you’ve ironed out who your event is for, why you’re having it and what it should look like, there’s a huge question still looming: how do you make it all happen in a way that fully realizes your vision? How do you ensure that your message comes to life for everyone in the room? How do you create an experience that actually keeps people off their phones and laptops? How do you create an experience in the room that attendees have never seen or felt before? Can you trust your partner to make the right decisions and deliver on that experience without extensive, time-consuming onsite management?

Go beyond the diagram

A diagram, room layout or list of engagement ideas is just the beginning. What’s the best way to tell your story? How will you approach transitions? Can video content span all the screens in the room so that everyone has the same view? Every technical element should be a creative expression of your message, but that’s difficult to engineer or even see clearly when the task has been spread across multiple partners. The two sides of the equation must be intricately woven together to create a compelling experience, but who’s taking up that task, exactly?

When you’re outgrowing a “gear-only” partnership, the answer isn’t automatically to spend twice as much by adding another player into the mix. Instead, it may be time for a different kind of partner—one who can start from the very beginning and mold your goals into creative ideas that can be executed thoughtfully. You need more than suggestions and gear. You need a full-service partner who gets to know your business and helps you shape – and deliver – a compelling experience that integrates the right technology elements to get your message across.

Holistic partnerships for integrated experiences

When you’re trying to move on to the next phase of how your company gathers, a generic or templated approach won’t serve you. Because true creativity is more than branded signage and printed materials. And a truly spectacular audiovisual experience is more than bright lights and bold colors. It’s about rooting out the generic and weaving in what’s authentic and original to your company from every angle. It’s everything from the right lighting to custom backgrounds and video production according to how you want people to think and feel during (and after) your event.

A full-service event partner takes on the most critical task of event production by helping you balance creative ideas with professional, flawless execution. When the stakes are getting higher, why expect any less of your trusted partner?

You need someone who is there every step of the way and knows how to navigate all the moving parts of a standout event.

Meet better with ETA

At ETA, we believe that the experience of planning an event should be as seamless as attending it. We combine the creative imagination of an agency with the technical skill and planning expertise of a seasoned production company to create the one-of-a-kind event experience that only your company can deliver.

Let’s connect to talk about how we can help you knock your next big gathering out of the park.