Home' micenet eMag : micenet December 2017 Contents W
ith the outsourcing era
driving increased reliance
on third parties to achieve
flawless results for end
clients, ID Events’ relationship with Australian
talent bureau, Enhance Entertainment, is one
key partnership the company has forged.
Much of ID Events’ incentive destination
business comes from North America, the UK
and Europe. Clients are typically large multi-
nationals seeking high-end solutions with
‘never seen or done before’ entertainment
and the pressure is always on to continually
impress the typically high-earning, widely-
travelled incentive participants for 5-6 days
ID Events’ director of sales and events,
Karen Livermore, says having 100 per cent
trust and confidence in any external
businesses they work with is mission critical.
“We’re a service business. If we aren’t able
to deliver our services to the client we fail. We
rely on our suppliers to be part of that
To achieve this, ID Events has an informal
yet rigorous vetting process for partnering
with suppliers. It covers industry expertise,
values, communication style, internal
processes and, of course, the ability to
deliver, before settling into a long and loyal
Although ID’s event managers brainstorm
ideas for clients during the early planning process, it makes business sense to seek specialist
advice for niche talent services. Entertainment can make or break a production, and nailing all
facets - MCs, keynote speakers, event hosts and entertainers - is the bottom line. It’s a
specialised service that requires the skills of reading between the lines of limited client briefs,
identifying the right tone of ‘wow’ factor, staying abreast of new acts and having the industry
clout to secure high-profile performers.
As an industry specialist, Enhance Entertainment keeps a close watch on who’s hot, who’s not
and who’s available with a razor-sharp focus on matching the talent to the specific audience.
With Enhance on the case, ID Events always meets its clients’ exacting standards for ‘out of
the box’ entertainment with iconic Aussie experiences.
“I rely a lot on the team at Enhance to give me options I can pass on to the client. It’s all
about trust,” Ms Livermore says.
“They access a terrific variety of local performers, which is ideal for our client base wanting to
see what Australia has to offer,” she adds.
Shared values & communication style
ID Events seeks to partner with companies sharing the same service-based values of trust,
transparency and excellence.
“If a supplier comes from the same sort of ethical standpoint for exemplary customer service,
we know we’ll gel with them,” Ms Livermore says.
Enhance Entertainment’s service philosophy is a great match for ID Events. Always willing to
go the extra mile, Enhance has stepped in to assist ID with large pitches, contributing their
recommendations for event hosting and entertainment options. Enhance consultants regularly
attend ID’s larger, multi-performer events, freeing up the internal team for the myriad of other
tasks on the night.
Responsive communication is paramount in the fast-paced events industry, in particular when
serving an international, multi-time zone client base. ID’s event managers often arrive at work on
a Sydney morning to find an inbox full of messages from the US and Europe needing prompt
attention. To avoid delays, suppliers working behind the scenes must also be fast-acting.
“Our business is very relationship-driven. Along with transparency and trust we need speed of
response from suppliers.”
The partnership with Enhance Entertainment, which Ms Livermore sums up as, “professional,
easy and satisfying” demonstrates the importance of long-term supplier relationships for
continually delivering brilliant results for clients in the business event setting. m
ID Events continues to lead from the front after 40 years
in the business through nurturing strategic relationships
and strong partnerships, explains Karen Livermore.
BUILD PARTNERSHIPS: DMC
NEWS | BRAD FOSTER
micenet | 41
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