To celebrate The Event Group's 20th Anniversary, each month this year we are looking back at some of the milestones that brought us to today. This month we look at a few of our more complicated events.

The Event Group at 20: Putting Your Expertise on Display

When we produce events, we don't see much value in putting together infomercials. In other words, we don't believe people come to our events to hear a product pitch. Instead, we work hard to put the right experts in front of the right audiences to create an opportunity for everyone to benefit.

As an example, we worked with a medical device company to create seminar series that offered continuing education credits and focused on using technology to solve a particular health problem. The company's product was discussed, but so were alternative methods. Some in the company were skeptical that this educational approach, rather than a hard sell, would produce results, so the ROI was closely tracked. In the end, the events proved so successful that they were increased from quarterly to monthly, and the company's sales went from about $3 million to $20 million in a few short years.

Another client in the manufacturing space worked with us to produce a multiple city seminar tour. They wanted to pay for the entire production, but we encouraged them to bring on additional experts to make the event more valuable for attendees. They ended up bringing on partners who helped split the costs of the series while also adding value and attracting a wider audience. Again, the focus was on getting the right experts to answer questions rather than promoting a specfic product.

Finally, we worked with a client in the financial industry that wanted to get in front of women who hadn't traditionally felt comfortable with financial planning. We helped them develop an event that also brought in a major health organization and fashion-related groups to create a finance, fitness and fun theme. Ultimately, we received feedback that people who would never have attended a straight financial event came and afterward took action to work with a financial planner.

What all three of these examples have in common is strategically planned events that provide valuable information to the audience and showcase our clients' expertise - rather than pitching their products. A lot of event management companies can take a client's order and execute it. What we think sets us apart is our ability to work with a client to take their idea to the next level. That's why our motto is: "We don't just plan events ... We plan to astound!"

If you missed any of our previous 20th Anniversary milestones, you can read about them here: TEG Milestones