Providing this level of service, how- ever, requires a significant commitment on your part to the man hours needed to produce content and spend time in the advisor role, as well as the costs associated with travel or hosting events, with no visible direct link to your bottom line. For example, producing FLEXcon’s annual Films, Functions and Opportunities seminar requires a great deal of time on the part of our marketing department, business team members and key employees in various technical, product management & marketing roles throughout the company. Agendas must be established, caterers engaged, speakers and tour leaders identified and work- shops organized. There is the time associated with engaging OEMs for equipment demonstrations and developing the various presentations for the seminar. It’s then two and a half days of behind-the-scenes management of the event itself, as well as the time required of presenters and hosts, both during and after business hours.
The event demonstrates our expertise, to those who attend and, also, our commitment to their success. So while we can’t draw a straight line from the associated costs to company profits, the value that customers indicate the event holds for them makes us confident that it does ultimately lead to a positive impact on our bottom line in the form of increased customer loyalty.