QUBE Events

LILLY PAVLOU

Director at QUBE Events

Q You have over 20 years of experience in hosting events. How has the world of expos and events changed?

Over the past twenty years I have witnessed a number of key developments across international expos and events. I think most prevalent has been the substantial increase in the number f global events, which have become more industry specific.

Further to this, there is also an increase in awards and an evening gala event. We see this as a welcome development in the sophistication of networking apps and technology available at events has dramatically improved.

Also we have seen the mobility of teams increased and budget allocation growth - events are a trusted tool for branding and business development.

One area I am intrigued about is the development and global rising of online events and webinars. Where will technology take this?

Q I am constantly asked to sponsor an event. Aren’t there too many events now?

We have witnessed a significant increase in the number of events and a true challenge is selecting the right event for your organisation. The increased number of events, diversity of events, and expansive event locations are very useful for organisations that are looking to penetrate new markets, giving them access to the local clientele and the local workforce. A believe that a variety of choices is a good thing - as you can test events, test new markets, and work out the best event and event model that works for you and your organisation

Events are excellent tools to fast-track the sales process and they should do an equally great job for marketing and brand awareness, which only reinforces the team’s efforts and team morale

Q What separates QUBE Events from others?

Great question, I too ask myself this question often enough. In the competitive sphere of conferences, it’s not about reinventing the wheel but iits about fine-tuning the processes. Our main focus at QUBE is adding value and building trust. From the Sponsor’s perspective, we spend a lot of time in pre-event prepa- rations, to really understand the Sponsor’s needs, understand their targets, identify decision-makers, and provide an excellent and transparent platform to do business. We also provide dedicated account executives to work with the Sponsors before, during, and after the event - to ensure we match the right prospects with the right clients. We offer the very best 5-star venues across all our events and in all countries, giving all participants full access to facilities and quality service, which only supports a healthy business environment. We place a great deal of emphasis on the content of the agenda - ensuring there is an equal balance of networking and thought leadership. We include many interactive sessions - and we fly in industry experts from all over the world to share their knowledge and expertise.

Q Can you see a world where events are held in a virtual world?

Yes, definitely. I believe that hosting events in virtual reality will serve a very useful purpose. I am excited about these new advancements and I can’t wait to host an event in the virtual reality realm. I think these events will awaken us to a new generation of communication, new marketing methodologies and access to new networks. I do love human interaction - so I think a combination of event experiences will be the preferred general direction.

Q Who would you love to have speaking on a panel either dead or alive?

Donald Trump

Q Some events I go to, they seem way over-subscribed with thousands of sales people. How do you protect the sponsors and exhibitors from at least having a shot at making some fresh deals?

I touched on our QUBE bespoke process above - it’s all about understanding the Sponsor’s needs and it’s about ensuring we get the right ratio in the room of sponsors versus delegates. Pre-event preparation is key. We provide our Sponsors with their customised meeting itineraries ahead of the event - and we introduce all meeting takers to sponsors prior. This gives sponsors the opportunity to further qualify the meeting, prepare and ensure the sales opportunity is capitalised on. Transparency and preparation ensure a positive ROI.

Q One other gripe I have about other events, it appears to be an excuse for people to get drunk, and see friends. How do you keep the professional levels high?

I believe that events need to provide multiple platforms to suit the variety of personalities and business styles. We encourage focused and measurable experiences - however there is a time and a place for everything and having a drink with clients, business partners, and friends definitely builds bonds and strengthens friendships. I have seen that the most loyal event participants are the ones that look forward to attending year after year to catch up with their peers, have some informal networking time, and support each other in building their respective networks.

Q Do you feel that sometimes people’s expectations of events can be too high as they expect hundreds of deals to come from it, and sadly this is very hard to achieve?

Our model of the event experience does not start and end with the event itself. We spoke about pre-event preparations, and we also covered the onsite experience - but I believe the work we do post-event also plays a vital part. We host events on the same and similar topics across many different markets and relevant countries around the world. It is essentially these ecosystems of networks that can support the business development efforts of our clients well after the actual event is over. We believe once a client joins our events, they form part of this global ecosystem. They now gain access to our network and we are happy to offer our support in any way we can. I believe this approach helps balance clients’ expectations and assists in securing business opportunities. Our company vision statement and philosophy encapsulates this perfectly: The QUBE Event philosophy is to provide an authentic platform where business leaders can build and cultivate long-lasting relationships in a healthy and productive space. We believe in building credible relationships with our participants and sustaining mutual growth through our combined successes.