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Welcome to the September quarter edition of event//wise!

I hope that you find it a fabulous source of inspiration for your upcoming conferences and events and full of helpful tips and the latest news to keep you attuned to what is happening around the globe.

At MSF we want to understand your business and help you to create the best events possible. I would love to hear your thoughts on our new look newsletter and any suggestions for articles that I can incorporate into future editions and that will be relevant for you.

Drop me a line at
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Happy Event Planning,

Mark Fordham
Event Director

New MSF Website Unveiled

We are really pleased to introduce the new MSF website to the events industry and hope that you find it much more user friendly and applicable to your needs.

The new site was designed in a consultation with many of our clients and stakeholders and moves away from showing MSF Events as a typical event management agency who rocks up to an event, provides some equipment and some organisation, then comes back at the end of the gig to pack it all down.

As many of you know, MSF view our clients holistically and seek to know the why behind any event or conference before we work with you to find the best possible solution for your needs.

We work with you on the ideas and strategy to develop a wide array of experiential marketing and brand initiatives, then we assist you through the entire design, management and production process to ensure that your event is the success it should be.

We are so proud of our new website that we sent a press release out to the industry to read all about it, why don’t you too?


EventView 2009

Events In Today’s New Marketing Framework

Many of you may already be aware of EventView. It is an annual international report that provides data and insight to build a business case for the more central role of events in today’s new marketing framework.

With so many event marketing articles and websites out there (and yes, I know you are reading ours now!) we really all need one solid day a week to read and keep abreast of what is happening in the world of marketing and events – and we all know that is never going to happen!

I do think that EventView deserves your attention, as it is the broadest survey that I am aware of, that details marketing and sales leaders’ budget plans related to event marketing and provides a great model for all event and marketing professionals to assist with better decision making around your own budget and marketing mix.

I have listed below the Top 10 Facts as listed in the 2009 Global Report for your immediate attention and have a link to the entire report below. Beware; at 24 pages it may be best to review when you have a bit of time on your hands or head straight to the summary on page 22.

Top 10 Facts EventView 2009: Global

  1. 32% of respondents say they will transition from event marketing to experience marketing in the next 12 months; 28% already transitioned

  2. 61% of respondents plan on implementing or have already implemented green initiatives within the event function; 47% are doing so as a result of a corporate responsibility mandate and report that green accounts for 13% of their event budget

  3. 47% of respondents rank the influence of procurement in marketing decisions as low with 25% of respondents indicating that the role of procurement/purchasing is increasing at their organisations

  4. 15% of the overall corporate budget is dedicated to marketing with 27% of the average marketing budget spent on event marketing

  5. 43% of respondents indicate that event marketing is taken under consideration along with other mediums and 32% characterise events as a vital component of the marketing plan; 15% say events are a lead tactic

  6. Event marketing (40%) and Web marketing (31%) are the first marketing channels to benefit from an increase in the overall marketing budget; Events (54%) and print advertising (50%) are the channels first affected by a decrease in the marketing budget

  7. 73% of respondents state that they engage in some form of post-event measurement with 6% of the event marketing budget spent on measurement activities

  8. Among Global respondents, companies that measure event performance are nearly 43% more likely to expect increases in their marketing budget, than those that do not measure

  9. 52% choose event marketing as the discipline that best accelerates and deepens relationships followed by public relations at 21%

  10. 30% of respondents choose event marketing as the marketing discipline that provides the greatest ROI followed by Web marketing at 21%

    Click here to read the entire
    EventView 2009: Global Report


Christmas is Just Around the Corner!

Christmas is just around the corner and if you have not yet thought about how you will treat your staff or the request from your boss to book a venue for your Christmas event has reached the bottom of your in-tray, then please give MSF a call immediately!

MSF launched our Christmas cheer in July with a cheeky e-flyer campaign. A huge thank you to all of you who were inspired to get in early and have been working with us to create what we hope will be some really enjoyable and memorable Christmas events in 2009.

To everyone else, we are here to help and can assist with events of any shape, budget and style. Please remember though that the later you leave it, then the more difficulty you may find in securing your preferred date or event space, so get in contact sooner rather than later, so that we can create the event you really want.

If you missed out on seeing our cheeky e-flyer please click here to view.


Moving on Up!

Our office space is presently undergoing a refurbishment that will see MSF in a swanky new studio space very soon. For those of you who prefer to pop into the studio for a consultation please note that we are now located in a temporary space on level six, 50 Holt Street Surry Hills.

Business is operating as usual and if you want to call any of the MSF crew, then we are still very much contactable on 02 9698 3718.

We will keep you posted on our studio refurbishment and look forward to sharing a coffee (or vino) and discussing some fabulous event concepts with you in our new studio space very soon!

this issue:

ur Contact Details

Phone: +61 2 9698 3718

Fax: +61 2 9318 0472

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What's on?

Upcoming Industry Events

I know it is often hard to find the time to get out of the office. It is easier for me if I have already scheduled events in my diary that I want to attend.

The following are some events in my diary that I hope to see you at:

  • MEA NSW Christmas Function, L’Aqua, 19 November 2009
  • AIME 2010, MCEC, 2-3 March 2010

Other events that I thought you may also find interesting:

  • Australian Event Awards, Westin Sydney, 8 October 2009
  • Meeting Mart, Crown Towers Melbourne, 19 October 2009
  • EEAA 2009 Awards for Excellence Gala Dinner, Ivy Room Sydney, 3 December 2009


MSF Events will be continuing our successful Industry Seminar Series in 2010. They are always a big hit and with limited seats, a reminder to register early.

To ensure that the events are informative and practical for you I would love it if you would drop me a line and let me know any topics, speakers, venues or anything else that you would really love to see or hear about so that I can ensure we create the best seminar series possible.

Welcome to Kane Constructions

I am really pleased to announce that MSF designed and produced a fantastic building launch for a new client, Kane Constructions, in Waterloo last month.

Kane Constructions, one of Australia’s leading construction companies, hired MSF to design and produce a launch event for their new head office, that would actively engage their invited guests, reflect their brand values and attributes and serve as a platform to seriously raise their company profile in the market place.

With some of Australia’s leading interior designers, industrial designers and architects on the invite list we knew we had to create something really amazing to knock their socks off and it appears – we did! I am really chuffed to say that our crew was fielding questions throughout the night from guests who loved the event design, room styling and especially the lighting work we did both inside and outside the building. One or two even wanted to know how to recreate it in their own building launches.

Thanks to Kane Constructions for thinking of us to assist with their building launch. The MSF crew really looks forward to working with you again soon!

If you would like to see more images or read a case study of the Kane Constructions building launch head to our brag book on the MSF website.





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