Event Market Problems
Like any industry, the event business all over the world has its own specifics and history: and if the American founders of the event are more than 150 years old, then in Ukraine it is a young, developing business that is no more than 15 years old. However, we can confidently say that the event in Ukraine is a market with high competition and a very low culture.
Natalia Chizhova calls the organization of events in Ukraine extremely promising and highlights the main problems:
Lack of marketplace for communication agencies (associations, industry community, etc.).
Unreadiness of Ukrainian clients for creative solutions.
Lack of qualified personnel in the market.
Lack of marketplace for agency communication
The Association of Eventors that is not working today and the lack of an alternative platform, Natalia Chizhova calls one of the main problems of the event business in Ukraine:
“We meet once a year at the annual Ukrainian Event Awards, and in the field there are a lot of problems that require cardinal solutions:
Postpayments - more and more often clients choose not a creative agency, but a “bank”, which can offer the best loan conditions.
Dishonest tenders with a short lead time, lack of a personal meeting, a strange brief and a lack of understanding of clients, what titanic work the team is doing at the stage of generating ideas and generating a commercial proposal.
Irresponsible employees who should be blacklisted and permanently leave the market, and not wander from one company to another, denigrating the face of employers.
Lack of understanding of event culture - agencies need to conduct educational work and tell what the event and directing are.
This leads to the fact that Ukrainian agencies that really make beautiful, high-quality, conceptual projects have to deal with stereotyped thinking and constant barriers in the implementation of creative decisions every day. ”
If this article is read by representatives of the event industry, support the cry to unite in order to foster an event culture, enlighten Ukrainians and conduct honest business. Useful business.
Ukrainian unpreparedness for alternative solutions
“How many times have we come across a request from a client, where he wants something unusual, extraordinary, exclusive. And in the end, the most banal of all possible concepts wins. Unfortunately, the concept of creativity in the minds of agencies and customers does not always lie on the same plane. For us, this is a deep semantic idea, complex scenery, technical solutions, and direction. For the customer, this is often just something that their company has not yet had.
That is why we still regularly receive requests for cowboy, pirate, Hawaiian and others like parties. We even try to beat such topics from a new, unusual side. However, the realities of today are such that often these ideas are broken into a limited budget, ”Natalia continues.
Lack of qualified personnel
Natalia names two main reasons for the lack of qualified personnel in the event market - the irrelevance of specialized education and the low level of awareness about this area as such.
In Ukraine, there is little where you can get the specialization of an event manager. Those who are interested in these areas, as a rule, go to study marketing, tourism or directing.
“We have guys at the agency who had a profile course in organizing events. Theoretical teachers do not have time to get acquainted with market trends in practice. And to comprehend the intricacies of the event “by books” is simply unrealistic - there are too many pitfalls, ”the head of the Plombir Event Company shares his experience.
Yes, in Ukraine there are also private schools and courses where you can learn to be an organizer of events, and there are taught event market specialists, owners of top agencies. But this training is comparable to a model school: you can learn for money all who paid, but at the exit it is impossible to become a professional if you do not have the basic characteristics. Well, if after training you get an adequate perception of the industry - this is already a small success.
“Unfortunately, many students who have completed the event management course live the illusion that they are ready-made players and future professionals,” says Natalia.
So we get that the candidates, having read the vacancy, come and do not understand where they got and what they will do. Because they know little about the field of activity and do not have a clear picture. Often they don’t even look for information about the company in order to find some minimal idea of the work, projects, missions and goals of the organization.
“We constantly ask ourselves the question, how can this situation be changed? We came to a single solution: to create an internal system of training potential candidates at the selection stage. In our case, these are weekly free courses, including basic knowledge and test tasks "in the field". After such training, each participant will understand for himself whether he should give
Like any industry, the event business all over the world has its own specifics and history: and if the American founders of the event are more than 150 years old, then in Ukraine it is a young, developing business that is no more than 15 years old. However, we can confidently say that the event in Ukraine is a market with high competition and a very low culture.
Natalia Chizhova calls the organization of events in Ukraine extremely promising and highlights the main problems:
Lack of marketplace for communication agencies (associations, industry community, etc.).
Unreadiness of Ukrainian clients for creative solutions.
Lack of qualified personnel in the market.
Lack of marketplace for agency communication
The Association of Eventors that is not working today and the lack of an alternative platform, Natalia Chizhova calls one of the main problems of the event business in Ukraine:
“We meet once a year at the annual Ukrainian Event Awards, and in the field there are a lot of problems that require cardinal solutions:
Postpayments - more and more often clients choose not a creative agency, but a “bank”, which can offer the best loan conditions.
Dishonest tenders with a short lead time, lack of a personal meeting, a strange brief and a lack of understanding of clients, what titanic work the team is doing at the stage of generating ideas and generating a commercial proposal.
Irresponsible employees who should be blacklisted and permanently leave the market, and not wander from one company to another, denigrating the face of employers.
Lack of understanding of event culture - agencies need to conduct educational work and tell what the event and directing are.
This leads to the fact that Ukrainian agencies that really make beautiful, high-quality, conceptual projects have to deal with stereotyped thinking and constant barriers in the implementation of creative decisions every day. ”
If this article is read by representatives of the event industry, support the cry to unite in order to foster an event culture, enlighten Ukrainians and conduct honest business. Useful business.
Ukrainian unpreparedness for alternative solutions
“How many times have we come across a request from a client, where he wants something unusual, extraordinary, exclusive. And in the end, the most banal of all possible concepts wins. Unfortunately, the concept of creativity in the minds of agencies and customers does not always lie on the same plane. For us, this is a deep semantic idea, complex scenery, technical solutions, and direction. For the customer, this is often just something that their company has not yet had.
That is why we still regularly receive requests for cowboy, pirate, Hawaiian and others like parties. We even try to beat such topics from a new, unusual side. However, the realities of today are such that often these ideas are broken into a limited budget, ”Natalia continues.
Lack of qualified personnel
Natalia names two main reasons for the lack of qualified personnel in the event market - the irrelevance of specialized education and the low level of awareness about this area as such.
In Ukraine, there is little where you can get the specialization of an event manager. Those who are interested in these areas, as a rule, go to study marketing, tourism or directing.
“We have guys at the agency who had a profile course in organizing events. Theoretical teachers do not have time to get acquainted with market trends in practice. And to comprehend the intricacies of the event “by books” is simply unrealistic - there are too many pitfalls, ”the head of the Plombir Event Company shares his experience.
Yes, in Ukraine there are also private schools and courses where you can learn to be an organizer of events, and there are taught event market specialists, owners of top agencies. But this training is comparable to a model school: you can learn for money all who paid, but at the exit it is impossible to become a professional if you do not have the basic characteristics. Well, if after training you get an adequate perception of the industry - this is already a small success.
“Unfortunately, many students who have completed the event management course live the illusion that they are ready-made players and future professionals,” says Natalia.
So we get that the candidates, having read the vacancy, come and do not understand where they got and what they will do. Because they know little about the field of activity and do not have a clear picture. Often they don’t even look for information about the company in order to find some minimal idea of the work, projects, missions and goals of the organization.
“We constantly ask ourselves the question, how can this situation be changed? We came to a single solution: to create an internal system of training potential candidates at the selection stage. In our case, these are weekly free courses, including basic knowledge and test tasks "in the field". After such training, each participant will understand for himself whether he should give
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