How to Personalize Even the Smallest of Events

When HIMSS19 opens in Orlando next February. It will be with a new twist…one that event innovators are constantly telling you to add to your own shows. 

The massive event focused on the healthcare information world will have nine distinct communities, each with its own programming, pre-event marketing, networking activities and even exhibit areas.

The initiative speaks to the trend toward personalization, the realization that the one-size-fits-all annual industry convention-slash-tradeshow is quickly losing its relevance. 

Fine, you say. HIMSS is a massive trade association serving a red-hot industry with an annual event that attracts 18,000 attendees with more than 300 various workshops, conference sessions, panels and plenary speakers. Its exhibit hall sprawls out over nearly 600,000 square feet, providing it a budget in the tens of millions of dollars to work with.

How could those of you who manage your own modest niche event and struggle to attract a few hundred attendees at most do anything close to this?

By remembering the keyword here is personalization. By reminding yourself the goal is to make sure every attendee walks away having accomplished the one or two specific goals they came to your event with.

HIMMS’ “communities” are defined roughly by job titles (not exactly a groundbreaking concept): IT executives, security executives, physicians, investors….whatever.

How many ways can you slice and dice the job titles you have in your database? Even if it’s just two or three, that’s a start.

And, when it comes to personalizing your event, you should start small because delivering on the promise you make your first year out is the most important thing you will accomplish.

Once you’ve decided how to segment your potential audience, what are the two or three changes you can successfully make in the first year to focus on them?

Start with segmented pre-event marketing. Maybe add a few pre-conference webinars targeting the different opportunities available at the event for each group.

Think of a small handful of distinct conference tracks, networking events or roundtable discussion opportunities. 

No matter what, remember the whole point is, first, to make it easy for people with similar interests to meet each other and, second, to allow every single attendee to accomplish their own personal goals for the event.

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

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How Hard Could It Be to Build an Event Brand?

It shouldn’t be that hard, and yet I know that many of you have spent thousands of dollars going to conferences and workshops to learn what you think is the secret.

In fact, the secret equation is simple: The promise + delivery on the promise = an event brand.

The promise is whatever you tell the community you serve that you’re going to deliver to them with your event. 

What have you promised? Is it to deliver to sponsors and exhibitors the people they may want to do business with? Is it the information potential attendees can’t find anywhere else? Is it the chance to meet people with similar interests?

Whatever the promise is, deliver on it. Do what you said you would.

This is uppermost in my mind because of circumstances I have become aware of with two completely different event organizers in which they recently made a decision to not deliver on their promises at virtually the last minute. One of these cases could be considered unethical.

In the first case, an organizer decided a couple weeks out to cancel an off-site networking event that had been mentioned in marketing materials for months. Perhaps more egregiously, another organizer canceled the order for a branded lanyard when it was learned the sponsor would not be present and would not learn about it.

It may be these two different organizers get away with what they consider strategies to save some money on event expenses at the last minute, but what if they don’t?

What do their event brands become then?

The promise + delivery on the promise = an event brand.

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

What Publishers and Event Organizers Can Learn From the PennWell Acquisition

In a recent Forbes article, Tony Silber notes how the recent acquisition of PennWell by Blackstone, via Clarion Events, is unlike other recent event-related acquisitions over the last few years

First, of course, is the reported price. While it has not been confirmed, sources say it is in the area of $300 million.

More importantly, PennWell is not just an event company, as has been the case with other major acquisitions lately, like that of Informa acquiring UBM in January.

PennWell, a family-owned business, has a number of events, but most are linked to strong decades-old digital and print products that serve a number of industries – and, in my experience, it is one of the few that has been able to effectively use events, magazines and websites in a collaborative way.

And that has always been the dream of digital and print publishers, hasn’t it? To capitalize on its relationship with an audience with event brand extensions, and vice versa.

Yet it never seems to really work quite right. Too often I see publishers with digital and print products come up with the brilliant idea of launching an event for their primary audience – and then act as if they have forgotten they even owned a newsletter or a magazine.

The justification often is that there is so much work to do that the harried event organizer can’t be bothered with coordinating with editors and publishers, and vice versa.

But if the editors and publishers could be engaged in the event business, a community that is created by either an event or a publication could be enhanced and the event-slash-publication brand could be extended.

Here are a few mistakes I see event organizers with deep connections to publications making:

  • Not involving editors in content creation for their conferences. Who knows the topics the audience cares about most and the big players in the industry better than the editors?
  • Not showcasing editors and publishers at the event. This is a great opportunity to turn the faceless worker bees behind a publication into human beings that an audience can identify with.
  • Not engaging the community that it aspires to serve beyond the event and the publication. Here is where PennWell has done well for decades with strong links to trade associations in the industries in which it has events.
  • Not keeping the event uppermost in the audience’s mind once it’s over by repackaging content from the conference for the publication with interviews, podcasts and streaming video.

Certainly, deriving a profit from every facet of a b2b business is the ultimate goal, but often money is left on the table when the business does not take advantage of every access point it has to a community.

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

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How Accurate Is the CEIR Index?

A recent press release from UFI, the Global Assn. of the Exhibition Industry, announcing that it now has 2,590 “certified” member exhibitions reminded me of the nearly forgotten debate among American trade show organizers 10 or 15 years ago about auditing shows.

The question that was discussed way too often (in my opinion) was whether shows would have more credibility if they allowed independent third parties to verify the number of attendees who were in attendance.

(UFI has long made this a requirement for membership.)

It seems as if the nays eventually wore out the yeas because it’s not discussed much any more, which is probably just as well.

As we have all learned in the aftermath of the Great Recession of nearly 10 years ago, simply getting a large number of people to a show doesn’t guarantee success for anybody. It’s the quality of the attendee/buyer that now matters most

However, lurking somewhere just out of sight is the reality that this is an industry that doesn’t particularly like to share information. This tendency, of course, flies in the face of the advice writers like me are always giving people about using data to make the case for their events.

Certainly, there is nothing wrong with supplying competitors with as little information as possible about your operations. But what I perceive as an industry-wide aversion to sharing data can lead to inaccurate perceptions that will eventually harm everybody.

Case in point: Shows voluntarily submit information to CEIR in order for it to create its quarterly index reports. Since both the identities and the data on individual shows are kept confidential, there is no way to hold event organizers accountable, i.e., make sure they’re telling the truth.

At the same time, CEIR typically does not reveal how many shows it collects data from each quarter in order to construct the CEIR Index. I have been told by multiple sources who, for obvious reasons, do not want their identities revealed either, that some of the 14 industry sectors represented in the quarterly survey have as few as two shows in them.

That means, in some cases, readers of the Index are drawing conclusions about the health of events in a particular industry sector based on the questionable performance of two unnamed shows.

Apparently, the industry is OK with this, but it should not be surprised if it wakes up one morning and discovers all those consecutive quarters of growth were just phantoms.

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

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Events Done the Nordstrom Way

For years, consultants have asked organizers about their events, “Do exhibitors buy space at your show because they want to take orders from customers, or because they feel “they have to be there”?

Today, many perceptive organizers would say, “Neither.”

Now, the booth on the showfloor is rarely the first point of contact between a buyer and seller. It has never been the last, and that is even more the case recently because of the habits we are picking up as consumers.

Why, attendees are asking, should the experience I have when I buy something for myself be that different from the experience I have when I make a purchase for my company? Consumer retailing is leading the way when it comes to how marketers use events.

Look at what Nordstrom – legendary for its customer service, known as the Nordstrom Way – is doing with the store it opened Oct. 3 in West Hollywood, Calif. Called Nordstrom Local, it takes up about 3,000 square feet, much smaller than more traditional Nordstrom department stores that span closer to 140,000 sq. ft.

It has plenty of dressing rooms, but very little inventory on display. Personal stylists are onsite to help shoppers digitally create their own unique “look.” Orders are delivered to customers’ homes later in the day. They can return them any time to the brick-and-mortar store, or they can come back to meet with tailors who will be available to make alterations.

While at Nordstrom Local, shoppers can enjoy a glass of wine or a cup of espresso at the in-store bar.

A recent study on brand experience by Freeman demonstrates that, just as retailers are changing the ways they connect with customers, companies are looking to events to accomplish different goals as well.

Freeman’s report concludes the events that can offer sponsors and exhibitors brand experiences are more valuable than traditional buyer-meets-seller events.

After interviewing more than 1,000 marketing executives around the world, the study found that 58 percent of chief marketing officers look to events to increase their advocacy. In other words, they’re looking to meet influencers who can spread the word on their brand. Just under half of CMOs (48 percent) said they want to use events to demonstrate thought leadership.

Selling products on a showfloor, it would seem, is so very 1995-ish.

This is not to suggest that the conventional trade show turn itself into the equivalent of a trendy Southern California boutique. But it is clear that exhibitors and attendees expect more than they did 20 years ago.

How much are you prepared to disrupt your event to accommodate them?

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

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SSmall Event Organizer, Meet the Micro-Influencer

If you’re the organizer of a 50- or 60-booth trade show, what do you say when an exhibitor asks you what kind of media attention you’ll be able to get them?

Typically, there’s a lot of clearing the throat and changing the subject. After all, this is not International Comic-Con you’re running here.

You don’t have the star power to attract the attention of television and newspaper reporters. There will be no reality TV stars making show floor appearances. You don’t have anything a blogger would want to write about.

Or do you?

It’s true that the digital age of marketing has given rise to the celebrity blogger, the person who wanders around the world writing about what he or she observes for millions of faithful readers.

But the evolution of social media, with its infinite diversity, has introduced us to the “micro-influencer,” the blogger who has earned the trust of a small but passionate audience, the writer who can draw that audience’s attention to your event, and who would be flattered by an invitation.

Here’s what micro-influencers can offer even the smallest event and what they can do to deliver your event’s message to a further-flung audience.

First, engagement. Studies – and common sense — tell us that as a blogger’s number of followers rises, the likes and comments, the number of people paying close attention to what they’re writing, diminishes.

On the other hand, the micro-influencer of a smaller niche audience is “just like one of us,” can make a deeper personal connection and engage in a conversation with his or her followers, not just make readers aware of a brand.

Second, authenticity. Readers know when a message is insincere and are quick to reject it. The micro-influencer, who is on the ground writing, has that authentic voice. He or she is “just like one of us” and their insights can be trusted.

Third, affordability! How much would it cost you to get a celebrity or a high-profile speaker that you hope would draw some media attention to your show? And how many free passes to the show could you give to micro-influencers for the same amount of money?

Fine, you say, but where do these micro-influencers come from?

Look at your own social media activity. Who’s following you closely and frequently posting insightful comments?

In your own social media messages, use hashtags and keywords related to your industry. If you run a plastics show, for instance, try “#plasticsblogger” or “#plasticsgeek.” See who you hear from.

Roam around Google and look for the niche bloggers who are covering your show’s field of interest and your exhibiting companies.

Finally, there are influence-marketing tools and blogger networks out there. I’ll leave it to you to find the most responsible vendors you know to find them.

We all know digital tools can enhance events. We also know some of the technology with the greatest “wow” factor is not accessible to the smallest of shows.

But that doesn’t mean you can’t find a way to, here and there, take advantage of the ever-changing digital age.

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The 3 Event Trends That Matter Most

Very few of us, given the time to dawdle, can pass up those titles we run across on LInkedIn that lure us into opening articles like “The 10 Most Important Trends That Will Change Your Show in 2017” or “The 15 Trends Every Event Organizer Must Pay Attention to RIGHT NOW!”

Certainly, it is wrong to stick our heads in the sand about changes impacting the events industry, but constantly creating to-do lists of things we MUST do to keep our event businesses healthy can be exhausting.

I go to events of all sizes that are held for all kinds of reason. In the last two months, among others, I have spoken onsite to an organizer running a show for 60,000 attendees in a dynamic industry with the help of a large staff, and to an organizer of a conference for a nonprofit that attracted 200 at the most.

Both organizers feel they can barely keep up. Both say they have little time to think about introducing innovations into their events before jumping back on the treadmill of looming deadlines they must meet to prepare for the following year’s event.

You know you can’t do everything at once, so allow me to help you simplify. The three most significant trends every organizer, regardless of the size or nature of their event, must pay attention to are:

Engagement. A conference program loaded with three-person panels going through their PowerPoint slides doesn’t get it anymore. A massive exhibit hall with one 10×10 lined up after another will not satisfy either buyers or sellers. You must begin to experiment with new ways that your attendees can engage with your event’s content; with new opportunities for your exhibitors to viscerally demonstrate their products and services.

Personalization: People come to events to meet people who can help them, to find information they need and to see products and services that can improve their businesses or their lives.  But not everyone comes to meet the same people, find the same information or see the same products and services. What can you do to provide more unique opportunities to more subsets of your attendee base?

Technology: This can be and has been a sore point for organizers and in the past many have felt burned by vendors who have sold them on a technology that could either make their operations more efficient or provide a more positive experience for participants, with little or no guidance on how to take advantage of it. That is changing, vendors have begun to get the message, but many event organizers are still gun-shy. Just as is the case with consumer technology, i.e., smartphones, laptops, etc., technology is innovating and simplifying all the time. Don’t be afraid to get back in the game.

Michael Hart is an events consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-442-9654.

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Heard Enough Talk About TED Talks?

Even if you’ve never been to a TED conference, if you’re an event organizer, the phenomenon has changed your professional life — sometimes for the better, sometimes for the worse — and could change it even more, if you’re willing to risk it.

Having now lived with the TED phenomenon for about 10 years or so, when an attendee at a conference I’m associated with walks up to offer me some advice and starts with, “You know, at TED Talks….” I find it hard to not roll my eyes.

Never have so many had so much to say about an event so few have ever been to.

Still, the concept behind TED is a substantial one that is slowly beginning to transform the conference industry — again, sometimes for the better, sometimes for the worse.

The better: One piece of real information many people have connected to regarding TED is that there is an 18-minute limit on all presentations. That has forced those who organize conferences to realize they can’t sit three or four speakers behind a table in front of an audience, give them an hour and a half and a clicker for their slides, and expect a satisfactory result.

TED has helped many of us realize it doesn’t take that long to tell a good story or deliver a valuable lesson.

The trend is toward shorter conference sessions where fewer speakers — often only one — take a deep dive into a single subject before the attendees move on to their next deep, but quick, dive.

The worse: I can’t count on both hands the number of people in the last few years who have told me, “My goal is to do a TED Talk.”

The well-branded TED phenomenon has pushed us into the era of the “thought leader,” the person who is less interested in giving your conference attendees information they can use and more interested in evangelizing an idea, usually one they alone know can save the world.

It has created the speaker who has a “following,” who moves from conference to conference delivering the same presentation — albeit with a different clever title each time — and whose real ROI is a round of applause at the end and the opportunity to distribute their Twitter handle.

Meanwhile, the conference organizer is stuck with a crowd of attendees filling out post-event surveys a few days later who suddenly realize that, while they enjoyed the speakers’ performances, they can’t remember a single thing they learned at the event that will help their businesses.

The promise: What started out back in 1984 as a single conference for 800 invited guests…remains that, but it has spawned a never-ending string of TED-related channels that constantly reinforce the original brand.

Most of the 18-minute TED Talk presentations are available at ted.org, YouTube and other venues. There are thousands of TEDx Talks held by unaffiliated organizations, but under strict guidelines mandated by the original TED organization.

There are TED Books, TED blogs, TED Prizes, TED Fellows and, yes, countless opportunities to become TED’s marketing partner.

A little more than 10 years ago, after entrepreneur Chris Anderson bought TED from its founder, he declared it no longer a conference, but “ideas worth spreading.”

That’s his brand: “Ideas worth spreading.”

Why doesn’t the average Annual ABC Conference and Trade Show have “ideas worth spreading”? Why is access to ABC followers limited to three or four days the same month every year?

The promise that TED offers the events industry is the opportunity to expand its brands way beyond a mere conference into numerous paths for followers and community members to take that will allow them to spread their own ideas.

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Why Should Event Organizers Read Corporate Quarterly Reports?

Because these days it’s all good news for them — if they understand and take advantage of it.

With nearly three-quarters of U.S. corporations having now released their second-quarter results, it’s clear that business investment is likely to increase in almost every sector — with the possible exception of energy and utilities — at a rate not seen since before the recession of 10 years ago.

Despite the political paralysis in Washington, D.C., and the deferred dreams of tax restructuring and infrastructure improvements, gross domestic product jumped 2.6 percent in the second quarter, compared with 1.2 percent in the first quarter.

Thomson Reuters states corporate sales are up 5 percent in the quarter, earnings are up 11 percent and U.S. companies experienced double-digit growth in two consecutive quarters for the first time in six years.

Why should that matter to the exhibit salesperson who is so absorbed in his or her own industry and trying desperately to meet those sales goals with the event date looming?

Because that increased business investment will quickly turn into new products and services that have to be marketed.

Now is the time to cement relationships with existing or potential exhibitors and sponsors — before your digital competitors do.

Now is the time to reveal the data you have that makes your event the superior marketing channel.

Michael Hart is a conference content professional and event industry consultant. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart  or 323-441-9654.

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What the Clarion Deal Can Teach Association Event Organizers

The lesson may be

that there is plenty of value in events…but it must be tapped.

Private equity player Blackstone recently paid nearly $780 million for UK-based for-profit Clarion Events. Ten years ago, Veronis Suhler Stevenson bought Clarion for $155 million, then Providence Equity Partners paid $260 million for it two years ago.

Granted, competition in the private equity world is driving multiples up as they continue to take on investors who want to see their money put to work, but there’s a reason why Blackstone, with close to half a billion dollars under management, chose an event company.

Clarion

What’s the reason?

The tide may be turning in the digital assault on the marketing world. While CMOs still like to say they “measure” impact, Ad News recently pointed out that a 2-second view of a video on social media counts as a charge in the same way that a 30-second view of a traditional TV commercial does.

So, measure that.

Exhibit sales people – at least in the for-profit world – know this dirty little secret about social media marketing use it as ammunition.

What do exhibit sales people in the association world know?

That their members are unhappy. That their show floors are shrinking.

That their association boards lack the vision necessary to move their business models into the 21st century.

That they can deliver the content and the networking opportunities that their members and industry associates want…if only their leadership was as nimble as that in the for-profit world.

That they could enhance their events’ value to their association members five times over within 10 years, just as Clarion Events did for its investors.

Michael Hart is a conference content professional and business consultant who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com or 323-441-9654.