Changing client spend on marketing channels – specifically a shift of more money to below-the-line options from above-the-line ones – will drive the need for accreditation among incentive and conference agencies, opined Nigel Gaunt, president of the Incentive Conference & Event Society Asia Pacific (ICESAP).
In an interview with TTGmice e-Weekly, Melbourne-based Gaunt explained that more businesses are realising that below-the-line options, which range from digital marketing to events, are a “more accountable” way of spending their marketing dollars.
Nigel Gaunt
“You could either spend a hefty amount of money on a newspaper advertisement for your latest product, or you could motivate sales of your latest product through an incentive programme for your dealers. But if your dealers failed to meet targets, the money would not get spent. Advertisements and events both achieve the same objectives, but the latter offer greater accountability,” Gaunt said.
While the change in preference bodes well for incentive and conference agencies, Gaunt warned that global advertising agencies are already starting to fight back, and some event specialists are not ready to defend themselves.
Gaunt said: “Many advertising agencies are hiring events staff who support clients in below-the-line activities. This encroaches into the business events space. The risk to incentive and conference agencies, particularly the small to mid-sized ones, is that advertising agencies are a lot more savvy in promoting themselves to clients and can swing business their way.”
The solution, Gaunt said, is for incentive and conference agencies to be upskilled and accredited.
ICESAP’s Agency Accreditation Program, activating in January 2017 along with its online training module in partnership with globally-recognised William Angliss Institute, focuses on three areas: financial probity check; competency check which assesses if the management and staff have the appropriate expertise to deliver the type of business events they claim to specialise in; and code of conduct.
And should incentive and conference agencies fall short on competencies, ICESAP will direct them to a suitable training course.
Gaunt said pricing for the courses is still being determined, and they will be “fairly priced” and “accessible to all”.
ICESAP’s training programme will debut with introductory courses on incentive and conference management. These will be followed by intermediate courses come early-2018, and degree courses in mid-2019.
Gaunt also revealed intentions to secure a hotel partner in Asia in the near future to run classroom sessions as part of the training programme.
Meanwhile, ICESAP will host its annual conference at The St Regis Singapore from November 30 to December 2, 2016. Visit conference.icesap.org to register.
