Focus on growth of Everything

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Company: Everything Channel
Location: Irvine, Calif.
Title: Senior VP-events
Big move: Channel veteran takes the helm of an events division repositioning itself for growth
Core responsibilities: Cultivate new revenue opportunities within the existing event portfolio while also looking to expand through initiatives developed in conjunction with industry partners

In Lisa MacKenzie's world, bigger is not better.

The new senior-VP of events at Everything Channel wants to grow revenue, but she has no interest in compromising the exclusive nature of the hosted model events that have become the trademark of her division. More bodies on the show floor would be unthinkable.

"We want to take what we have built and find new ways to grow that business," she said. "We have to find add-ons. You can only make a hosted event so big. So why don't we take the [250] attendees that we have [at an event] and find new ways to provide value where they are willing to give us some money back? Or why don't we come up with new alternatives where we can attract smaller vendors at a reasonable cost? That's the growth for us."

Her strategy centers around the development of premium content, the creation of new vendor opportunities and expansion through partnerships with other stakeholders in the industry.

The concept of paid event content is new to Everything Channel. The company courts buyers who match its vendors' objectives, paying their expenses in exchange for participation in an event. The audience historically has provided zero revenue.

MacKenzie would like to see that change. The company will be adding paid premiumcontent segments to existing events, offering its audience the opportunity to hear from industry experts and solution providers. She would also like to see vendor-based revenue increase and is looking at ways to add value for existing vendors while also attracting new blood.

"We're one of the more expensive, high-priced options in the market," she said. "We're looking at ways that we can provide more longtail, less expensive opportunities to get in front of that audience for a broader array of vendors. We've got to continually find ways to attract new, emerging vendors to our events."

The changes come as the industry faces consolidation and the economy continues to put pressure on events budgets. The company is bolting segments like cloud boot camps to existing events and last year rolled out a pod concept that gives small vendors access to a showroom area where they are grouped by specialty at tabletops.

"They've got to work a little harder, but it's a way that they can get into the event at a lower cost," MacKenzie said. "We've found that once we get them in there, they'll come back and invest more the next time. It's a great way to get new vendors engaged."

MacKenzie will also be scouting for acquisitions, though nothing is currently in the pipeline, she said. The company does plan to partner with an existing event provider in the next couple of months.

Metrics will continue to be important as well, as the company seeks to over-deliver on its promises to attendees and sponsors and increase revenue, MacKenzie said: "It's an exciting challenge. We expect to see growth."

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