There is more to CHUM Television than programming. Corporate events are a large part of what CHUM TV does, as BiZBash.TO found out from Francine Socket, CHUM's director of special events and marketing. Before her event career, Socket worked as a receptionist at CHUM while she studied radio and television at Ryerson University. She now plans upwards of 70 CHUM-related events each year, including the MuchMusic Video Awards, the Toronto International Film Festival's Festival Schmooze, CD and book launches, off-site conferences, client appreciation events, and staff appreciation functions.
How do you choose your preferred suppliers?
My suppliers are chosen based on reliability, quality, service, originality, creativity, and, of course, the right price.
What is your biggest pet peeve?
Suppliers not delivering on time, and when they say, "Did I not mention it was U.S. pricing?"
Do you plan any non-CHUM-related corporate events?
Typically, the events are all CHUM-related in some capacity, like the MuchMusic Video Awards (MMVAs) and the Festival Schmooze. Throughout the course of the year, there are different types of events. For example, CHUM is a big supporter of Aboriginal Voices Radio, and they just celebrated their first anniversary on the air, so we did a cocktail party for them. On election night when we have election coverage, we have all of Toronto's who's who come down and discuss the progress throughout the night, and that becomes a cocktail party.
What's different about events many celebrities will be attending, such as the Festival Schmooze and the MMVAs?
There is a corporate side to celebrity-driven events, like corporate sponsors. The difference is from a security perspective. There is also a green room rider that usually does not accompany strictly corporate events.
What priority does merchandising have in your role in the events you produce?
Merchandising is a huge part of CHUM Television's marketing strategy. I oversee the selection and purchasing of CHUM's promotional items for both CHUMCityStore, the retail store on Queen Street, and various internal departments' needs. Each piece of merchandise we produce has a clever application, which reflects the personality of the network. I never just arbitrarily slap a logo on a piece of merchandise. Having said that, statistics show that the average person passes on 87 percent of promotional merchandise, so the challenge is to create items that people will want to keep and show off. Whether it's a giveaway at an event or a purchase at CHUMCityStore, people always love to take a piece of CHUM with them after a visit to the CHUM compound.
What's the most challenging part of your job?
The biggest challenge has become my mandate: delivering unique, seamless, novel, and must-attend events on time and on budget, all the while maintaining the high standards of CHUM Television.
What's your main goal in producing events?
Our goal is always to be the leading edge, the most hip—each time bigger, better, hotter, cooler. I am always looking for new ideas, new concepts, and I always want to be first with new ideas.
Where do you get your ideas and inspiration?
From magazines. I am a magazine junkie. I try to think outside the box, even though I hate that expression. I am always tuned in.
Who do you rely on most when executing an event?
My right hand, Kirsti Stephenson. She could move a building if I asked her to.
What's the best piece of advice you?ve ever been given?
Always hire people who are smarter than you.
— Robyn Small
Posted 01.14.05
How do you choose your preferred suppliers?
My suppliers are chosen based on reliability, quality, service, originality, creativity, and, of course, the right price.
What is your biggest pet peeve?
Suppliers not delivering on time, and when they say, "Did I not mention it was U.S. pricing?"
Do you plan any non-CHUM-related corporate events?
Typically, the events are all CHUM-related in some capacity, like the MuchMusic Video Awards (MMVAs) and the Festival Schmooze. Throughout the course of the year, there are different types of events. For example, CHUM is a big supporter of Aboriginal Voices Radio, and they just celebrated their first anniversary on the air, so we did a cocktail party for them. On election night when we have election coverage, we have all of Toronto's who's who come down and discuss the progress throughout the night, and that becomes a cocktail party.
What's different about events many celebrities will be attending, such as the Festival Schmooze and the MMVAs?
There is a corporate side to celebrity-driven events, like corporate sponsors. The difference is from a security perspective. There is also a green room rider that usually does not accompany strictly corporate events.
What priority does merchandising have in your role in the events you produce?
Merchandising is a huge part of CHUM Television's marketing strategy. I oversee the selection and purchasing of CHUM's promotional items for both CHUMCityStore, the retail store on Queen Street, and various internal departments' needs. Each piece of merchandise we produce has a clever application, which reflects the personality of the network. I never just arbitrarily slap a logo on a piece of merchandise. Having said that, statistics show that the average person passes on 87 percent of promotional merchandise, so the challenge is to create items that people will want to keep and show off. Whether it's a giveaway at an event or a purchase at CHUMCityStore, people always love to take a piece of CHUM with them after a visit to the CHUM compound.
What's the most challenging part of your job?
The biggest challenge has become my mandate: delivering unique, seamless, novel, and must-attend events on time and on budget, all the while maintaining the high standards of CHUM Television.
What's your main goal in producing events?
Our goal is always to be the leading edge, the most hip—each time bigger, better, hotter, cooler. I am always looking for new ideas, new concepts, and I always want to be first with new ideas.
Where do you get your ideas and inspiration?
From magazines. I am a magazine junkie. I try to think outside the box, even though I hate that expression. I am always tuned in.
Who do you rely on most when executing an event?
My right hand, Kirsti Stephenson. She could move a building if I asked her to.
What's the best piece of advice you?ve ever been given?
Always hire people who are smarter than you.
— Robyn Small
Posted 01.14.05
