Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Casey Cote.
About the interviewee
Casey Cote is the Chief Executive Officer for Omnience. Joining the company in 1995, Casey established its strategic direction as the industry leader in marketing event management and a technology innovator. He launched initiatives that made the company a pioneer in applying technology to the challenges of managing a large portfolio of events. Casey is also actively involved in managing customer relationships and directing the company’s expansion into new markets. Prior, Casey managed forecasting and budgets at Sprint. This financial background has aided the company in many areas, such as the acquisition of Corelan.
More online: http://omnienceevents.com/about/executive-team
Tell me about your firm
Since 1983, Omnience™, formerly known as Meeting Consultants, has been the global leader in marketing event management solutions. By focusing on driving revenue, not just controlling costs, the company has become a key partner for Fortune 500 companies. The company’s technology and service offerings encompass a range of tools and expert services designed to deliver key information to executives across a global event portfolio. Services from Omnience include meeting logistics, registration management, housing and room block management, exhibit and event management, surveys, lead tracking and event analysis and reporting.
We provide both service and technology solutions to assist our clients strategically select/fund their event marketing opportunities and ensure they maximize the revenue potential from their investment. Our clients realize business process improvements and efficiencies, enhanced customer engagement, more valued metrics and analytics, opportunity management and scoring and increase close rates and revenue from their investment. Our solutions integrate with legacy processes and systems to provide greater insight to executives allowing them to determine success and make informed decision about their future event marketing spend.
Location: Headquartered in Atlanta
Customers: Includes IBM, Philips Healthcare and Toshiba
More online: http://omnienceevents.com/about
What type and size of companies do you have as clients?
Our clients are primarily Fortune 100 to Fortune 500 firms. The ideal client is Business-to-Business, places an emphasis on Event Marketing as a primary marketing tactic, and looks to close sales and drive revenue from their events.
What comes to mind when you see this topic?
Many times, we receive RFP’s from mid-level marketing managers who are focused on resolving tactical issues around a specific event or campaign. While our team and solution certainly can assist them and provide value, they are treating the symptom of a larger problem that is beyond their scope. We try to elevate the discussion. We answer the questions, “what events are you doing, how much do you invest (we like to change the discussion from cost to investment), what do you receive for this investment and how can we improve these results?” You would be surprised at how many CMO’s and Senior Marketing Executives do not have the answers to these questions.
What are the best practices when it comes to this issue?
Best practices currently focus on improving the processes and sourcing (vendor selection and contracting) at a single event level – primarily increasing ROI by lowering the cost side of the equation. Again, we try to raise the discussion. Develop a view of a client’s entire Event Marketing portfolio investment. Determine current baselines and benchmarks. Determine what is working and not. Allow the client to make strategic decisions about their future Event Marketing investments. Then work with them on continuous process improvement.
You can see why this discussion requires C-level buy-in and support.