Events organizing: Passion will give you an edgeBy Amadís Ma. Guerrero
Philippine Daily Inquirer
“I started very young in the events business 20 years ago,” says Mayose Gozon-Bautista, president of Cut Unlimited, Inc. “I have seen the heyday. Those were challenging and difficult times.”
These days, this hectic profession is no bed of roses, either.
“By early 2000 the events industry was very good,” recalls Mayose. “There were more prospects and participants. However, through the years, there was a lot of competition. The situation became very competitive. So what do you do?”
The corporate executive answers her own question: “You have to be innovative, come up with new ideas, gimmicks at par with trends of each and every sector.”
The bread-n-butter-rice-n-fish of Cut Unlimited are bazaars, food-and-beverage (F & B), corporate events, and launching of new products. Future events include a direct-selling expo at the SM Megatrade Hall (October); Shopping District at Mercato Centrale (October & December, Bonifacio Global City); and the Noel Bazaar (November & December at World Trade Center and the PICC Forum Tent).
F & B exhibits, Mayose notes, are very difficult and challenging “for they sprout like mushrooms.” There are seven to eight such shows in Metro Manila every year, by her estimate: “It has been the clients’ market for us … however, there are still some F & B shows which offer cutting-edge technology.”
She adds: “You have to present something different to the audience and, of course, gain profits for them.” The market for F & B are entrepreneurs, institutional buyers, traders, foreign buyers, with the bulk being the general public or consumers.
After 13 years, how was Cut Unlimited fared as an events company?
“Despite competition we have been fortunate,” Mayose says. “We have a winning formula in the Noel Bazaars. These have provided opportunities to entrepreneurs and respond to the needs of the clients during the shopping season. We have networked with GMA 7 and the Inquirer, media giants.”
Most of the proceeds of the Noel Bazaar go to six foundations: GMA Kapuso, Bantayog ng mga Bayani, Associate Missionaries of Assumption, Gifts & Graces Foundation, Saints Peter & John Parish, and the Noel Gozon Memorial Clinic.
At a macro level, the events executive observes, “forty percent of the cost will have to go to the venue. You have to invest in a venue which is accessible, like the World Trade Center, the SMX Convention Center in Mall of Asia, and Megatrade Hall in Megamall. A good percentage has to go to the promotions and publicity. The bulk of the expenses really have to go there.”
She reiterates that “it is important to have new participants, exhibits, new things to offer to the public or the target market. Alam mo naman ang Pinoy … ano ang bago? (What’s new?).”
To younger colleagues and those wishing to enter this field she recommends that they must have passion: “This is no big joke, you network all the time, talk to a lot of people, and be a detail person. Don’t concentrate on one or two industries, as there may be a slump in one industry, so keep afloat with your other industries.”
Further, “for each event there are ways you can promote it. Trade exhibit vs bazaar will be different. Hit the right audience. With F & B shows, you have everything under the sun.”
“Pursue your passion and business will come later,” Mayose declares. “Love what you are doing.”
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