From hosting client conventions in Melbourne and rodeo-themed conferences in Houston to arranging private helicopter flights for sales executives to an incentive trip on Catalina Island, GoGather has consistently delivered exceptional event experiences for one of its clients through many years of partnership.
Partnership Overview
For nearly a decade, GoGather partnered with a leader in the supply chain risk management industry as their dedicated event management agency. We planned and executed a variety of events for the company, including incentive trips, sales meetings, and conferences worldwide.
The Challenge of Global Event Management
Before hiring GoGather, our client struggled with significant challenges in managing their global events. Their marketing manager, already juggling numerous responsibilities, found it increasingly difficult to manage all the moving parts that came with hosting these larger events.
It became evident that our client lacked the necessary bandwidth to handle all the intricate logistics involved with event planning.
Overcoming Initial Hesitations
The company was hesitant to bring in an external agency due to concerns about losing control and doubts about whether an outsider could fully understand the company's culture and dynamics.
Yet, in 2014, after interviewing two external event management companies, it became clear that GoGather was the right fit.
GoGather quickly dispelled the company’s concerns by becoming a valuable extension of its team. Our ability to understand the company's unique needs ensured a smooth transition.
Seamless Integration
GoGather assigned a dedicated Project Manager who quickly immersed herself in the client’s event operations.
She got to know every sales representative globally, memorized every executive’s name, studied their org chart, and was always available to hop on any Zoom call.
GoGather’s involvement effectively replaced at least two full-time employees for our client. This was particularly beneficial during times of budget cuts, organizational transitions, and rapid company growth.
Despite multiple leadership changes for the client, GoGather remained a steadfast event management partner, adapting to the client’s evolving needs and contributing significantly to their event success.
How GoGather Helped Our Client Navigate Event Management Challenges
Our client’s biggest challenge was figuring out how to measure the ROI from hosting these events.
Tracking the effectiveness of events involved managing numerous touchpoints before, during, and after each event, making it challenging to assess their true impact.
Since it's difficult to exactly pinpoint if a lead came from attending multiple events, sales, or other marketing efforts, GoGather helped our client understand how to measure ROI from their events by analyzing their general client retention and expansion numbers.
How Did Events Help Solve Our Client’s Goals?
Events were key to helping our client achieve their goals by creating opportunities for direct interactions with customers. Personal touches, like shaking hands and having one-on-one meetings with account executives during registration, helped build stronger relationships.
Our client was deeply committed to co-innovation and events were the perfect setting for this collaboration. Instead of just presenting to attendees, we helped design interactive events, fostering productivity, teamwork, and open dialogue.
Breakout discussions and brainstorming sessions were a big part of this, making sure every attendee felt like they were a part of the conversation.
How GoGather Enhanced Our Client’s Corporate Events
GoGather took care of all the event logistics, which let the company concentrate on building strong relationships with its clients. Our event management expertise not only eased the logistical challenges but also boosted the effectiveness of their client engagement strategies.
Here’s a look at some of the specific ways the GoGather team supported our client during the event planning process:
Venue Sourcing and Location Optimization
GoGather managed event venue sourcing by leveraging our extensive relationships and connections.
While the client’s primary concern was locating events where their clients and prospects were, GoGather handled the heavy lifting of identifying optimal locations and properties.
We provided valuable insights on venue options, negotiated discounts through our expansive network, and took the stress out of picking the perfect spot by ensuring each location was strategically chosen.
Streamlined Contract Negotiations
Managing contract negotiations was a time-consuming task that our client didn’t have the time to stress over. GoGather’s accounting team managed this responsibility, allowing our client’s marketing team to get back to their everyday job responsibilities.
Financial Management and Budgeting
The GoGather team also managed our client’s event budgets. Our client was able to set a budget for the upcoming event and receive quarterly invoices, simplifying their accounting process and reducing the number of P.O’s and approved vendors they had to manage. Behind the scenes, the GoGather team meticulously tracked all the event spending.
By handling the financial details and coordinating with our client’s accounting team, we ensured all event expenses were accurately recorded and organized.
Creative Input and Strategic Planning
GoGather played a major role in shaping our client’s event themes and marketing strategies. With our team’s extensive event experience, we brought fresh ideas and insights into industry trends that our client could use in their own events.
Whether the goal was getting sales teams pumpes or client expansion and retention, GoGather had custom strategies for each event. By joining executive calls, we made sure every event aligned with our client’s objectives and met changing needs.
GoGather even assisted with mapping out the client’s yearly event calendar. Every September, our project management team would join the executives to create the event strategy for the entire calendar year, ensuring the right type of events were happening at the right time in the right location.
Global Travel Support
GoGather traveled to over 10 different countries with our client, handling all the travel logistics, managing last-minute requests, and ensuring every event ran smoothly and efficiently even overseas.
Customized Swag
The GoGather team also helped our client come up with customized swag for different events.
We made sure that everyone, from VIPs to clients, sales reps, and suppliers, got branded vests, sherpa jackets, phone cases, and backpacks that fit the occasion.
Comprehensive Event Logistics
GoGather managed various logistical aspects, including airport pickups, award ceremonies, and galas. This approach meant that we often anticipated needs before our client did, handling details such as trophy ordering, stage setups, and coordinating with vendors.
GoGather’s attention to detail, strategic input, and innovative mindset not only streamlined our client’s event planning process but also improved the overall event experience for attendees.
Building the Partnership
The first event that GoGather worked on with the client was an internal user conference. We helped with all the event logistics and managed everything, from booking the venue and managing vendors to defining its purpose and target audience.
This marked the beginning of a strong collaboration that would grow over the next decade.
Over the years, GoGather's partnership with the client evolved. The GoGather team got to know the company’s executives and sales team so well that utilizing GoGather for the next event became a given. This familiarity and trust led to an even more efficient event planning process.
As the partnership grew, GoGather began handling a wider variety of events for the client. Starting with sales conferences, they soon took on executive board meetings and other larger events.
Event Highlights: GoGather's Expertise Across the Globe
GoGather's nearly decade-long partnership with our client showcased our ability to deliver outstanding events across the globe. Each of these events was uniquely tailored to create memorable experiences and meet client goals.
Here are some of our event highlights together:
Melbourne Summit
- During a client event in Melbourne, GoGather's project management team discovered Fleetwood Mac was in town while grabbing coffee before an event. We managed to leverage our supplier network to secure tickets for all 48 attendees the day before the concert.
Houston Sales Leadership Summit
- From rodeos to hotel rooms, awards dinners, and main ballroom preparations for the next day's events, the GoGather team is always on the move.
- Our Project Management team are pros when it comes to juggling a fast-paced, diverse schedule, and even conducted site tours in Houston for the following year's event while managing the current one.
Catalina Island Incentive Trip
- GoGather arranged for each sales rep to be helicoptered from the Irvine office to Catalina Island for an incentive trip event.
Huntington Beach User Conference
- At a regional summit event in Huntington Beach, GoGather rented out the entire newly remodeled Waterfront Beach Resort for a week-long event.
- We flew in attendees from the UK and Australia for their first big user conference.
Nashville Client Conference
- In Nashville, GoGather organized a three-day event that included not only site visits and business meetings but also introductions to iconic songwriters and red carpet experiences.
London Sales Leadership Summit
- Who says business can’t be fun? In London, GoGather booked the London Eye for one of our client’s events, providing a spectacular venue for attendees to network.
Conclusion
The nearly decade-long partnership between GoGather and their client shows how leveraging an external events management agency can give your corporate events the competitive edge they need. Our project management team consistently delivered exceptional events, earning the trust and admiration of our client’s leadership and teams.
GoGather was able to handle all the event planning details that accompany hosting multiple large events, and our client was able to focus on making relationships with their prospects and increasing revenue.
Ready to plan your next event? Let's talk about how GoGather can make your next corporate event one you'll never forget.
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