Corporate Events and its Trends
Event professionals and marketers have a wealth of tools, technologies, and platforms at their fingertips—all promising to make event organization more productive and meaningful.
At the same time, attendees have come to expect more than ever from their time and investment in meetings and events, and those expectations seem to be growing still.
Various trends are paving the way for event professionals to successfully apply event management technology and engagement-oriented strategies to address those challenges and opportunities.
Personalizing the Event Experience
Event participants are looking to experience events in ways that are highly relevant to their unique needs and expectations. Attendees strive for inclusion, convenience, and value, and they will therefore be drawn to events that allow them to tailor an agenda, access meaningful content, and engage with others who share similar interests.
Accordingly, a personalized event experience is the new requirement.
Making Space for User-Generated Content
In today’s Web-based, social media-driven world, everyone has the ability to discover, spin up, and share content. Attendees have gone beyond simply consuming the content that organizers dish out; they’re creating their own content in real time and in their own voice. Event owners must strive to incorporate two-way engagement channels— tweeting, social, mobile, virtual, real-time pulse, and others—to give attendees the feelings of inclusion and control.
“We hear you. We respect you. You decide.” That is the mindset that event owners must embrace as they bring attendees’ voices and ideas to life.
Selling products, services, or ideas is often the first objective on the minds of marketers and event professionals. In the end, however, the success of any event comes down to attendees and their expectations of value having been met. That value is often defined by how effectively an event can bring sellers and buyers together, face to face.
Today’s attendees are ready to get work done—here and now—and there’s no reason in their minds to wait.
Aligning Event Planning and Marketing Automation
Event professionals are driving a significant transformation in their role as business enablers. Shifting focus away from a traditional emphasis on operational excellence, logistics, and expense management, organizers are making the leap and becoming true contributors of value in the sales and marketing process.
Integrated event planning and marketing automation technology—with event professionals playing a power user role—will translate event intelligence and rich attendee profiles directly into a closed-loop revenue cycle to enhance the role of events in generating leads and sales.