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Jeff Kirk of Corporate Magic

Should Event Companies Sell Their Past or Present?

Event expert Jeff Kirk of Corporate Magic discusses whether it is wiser to show clients a body of work or your latest success

Jeff KirkThe work you have done and are currently doing says a lot about the way you run events. Future customers may ask for references or want to see pictures of your experience. As an event company, you walk a fine line when promoting past and current events. While you want to be able to show off your work, you do not want to give the wrong impression.

When you focus on your past work: Your company’s track record of success probably looks great on paper. However, if you seem to be living in the past too much, it could give people the idea that you are covering up a lack of recent successes.

Additionally, you run the risk of looking outdated if all you have are snapshots of past events. Let’s face it: The world today looks different from the world even just a decade ago. Technology and decor have changed drastically, and past events could give clients the impression that you have yet to evolve.

When you focus on your current work: As exciting as your ongoing projects are, over-promoting them may you leave you susceptible to competition swooping in on your client list. What’s more, constantly talking about the long list of events you are planning could drive clients away, as they could be concerned that you do not have the time to commit to their project.

Find the happy medium The trick is to find the middle ground where you can effectively show off your past and current projects without doing more harm than good:

·        Be proud of your past: Make sure customers can see that you complete the work you commit to doing.

·        Discuss current projects: You do not run a tired old event firm; your company is a hot commodity that clients should want to hire.

·        Don’t fear transparency: Odds are that if your competition wanted your client list bad enough, they could search online to find it. You can control the message when you put it out there yourself.

If you are not proud of your past and current work and choose to hide it, potential clients do not have the chance to see what you can do. Go ahead and show it off--as long as you can find a good balance between the two. 

Jeff Kirk serves as chief operating officer for Corporate Magic Inc., a Dallas-based event production and message development company specializing in one-of-a-kind projects. Known as an innovative marketing strategist with a keen understanding of the role digital content and technology can play in building brand preference, Jeff brings nearly two decades of experience to his leadership role at Corporate Magic. In addition to managing the company’s day-to-day operations, Jeff is in the process of forming strategic alliances and recently spearheaded Corporate Magic’s entry into global markets.

In mid-2015, the Dallas-based company will be producing the Salvation Army's 150th International Congress at London's O2 Arena. Over his nearly 20 year career, his clients have included IBM, Accor, Aflac, Suzuki, JCPenney, Jaguar, Mazda, Land Rover/Range Rover, M&M Mars, Prudential Real Estate, Berkshire Hathaway, Chevrolet, Coca-Cola, Club Corp, Ford New Holland, Dallas Cowboys, GSD&M, Boy Scouts of America, Xango, YMCA, Sherwin-Williams, Uncle Ben's, Southland Corporation, George W. Bush Foundation, Rite Aid, Salvation Army, Ramada, Quaker State, Pizza Hut, Proctor & Gamble, Nike, NCR, Kraft, Kawasaki, Bayer, Campbell's Soup, Coors, Wendy's, FTD, Tournament of Roses and Republican National Convention Host Committee (Tampa 2012).

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