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.

How Big Do You Want Your Show to Be?

How big is big enough? How much larger do you want your showfloor to be? How many attendees would be optimum?

If your answer is, “Nothing is ever enough,” you might still be living in a previous Golden Age of the Tradeshow Industry.

Does size matter in the events industry anymore? Is it really important to have more square feet of exhibit space or more attendees than any other tradeshow in your industry sector?

I think about these questions every time I read a slightly reworded, albeit breathless, press release in the tradeshow press about yet ANOTHER show that broke a record for attendance and showfloor size.

The question of whether size matters has bugged me ever since I first became editor-in-chief of Tradeshow Week more than 15 years ago and was suddenly responsible for the TSW 200 and the TSW Fastest 50, lists of shows that measured success by the number of square feet and registered attendees they had.

The question bugs me even more now since the events industry has changed so drastically. Those metrics, still taken seriously by many, were significant in an age when the value of a product was directly proportional to its size. Trade shows were where people went to buy big things – machines, equipment, giant servers, furniture, etc. – and the more space you took up, the better you were.

Things of value today…not so big. In fact, there are products of great value that have almost no physical presence at all. At best, those trying to pitch them can use their tradeshow booth to demonstrate something that nobody can see or hold in their hands.

Those old metrics also stem from a time when the tradeshow floor was – and stop me if you’ve heard this one before – “the best place for buyers and sellers to connect.”

That is no longer the case either. People with stories to tell and products to sell have many, many ways to communicate with potential audiences. The event is just one of many marketing channels available to them.

Stop me one more time if you’ve heard this one too: The opportunities for engagement and community are what makes an event valuable today, not the size of its exhibit hall or the number of people in those tired aisles.

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How Tribalism Can Work for Your Event

We hear “tribalism” blamed for much of the political and cultural dysfunction in the world today – and probably rightly so.

By tribalism, I mean the attitude or behavior exhibited when loyalty to a certain social group represents a higher value than other values, i.e., truth, facts, what’s right for the country.

There are many explanations for why this drive toward tribalism is sweeping, not just the United States, but the entire world. Among them are the advent of social media and, with it, the accompanying ability to only receive messages that affirm your views and ignore those that contradict what you already believe.

However, a Nielsen Global Trust in Advertising report indicates a few truths associated with tribalism that could work to the event organizers’ advantage as they compete against other forms of marketing – if they are willing to change.

After surveying 28,000 Internet users in 56 countries, the report found that consumers trust recommendations from families and friends above all other forms of advertising. And 70 percent trust consumer opinions posted online by people they don’t know.

That is in contrast to the 29 percent who trust text ads on mobile phones, the 33 percent who trust online banner ads and the 40 percent who trust ads served in search engine results.

So, who would be the best person to promote your event – the blogger with a small but avid audience who has been to, trusts and loves your show, or the high-profile speaker you try so hard to get but for whom your show is just one of many he or she will speak at this year? The Nielsen report indicates it might be the former rather than the latter.

The Nielsen report, I think, has one more lesson for event organizers, this one dealing with conference content. I have been working with one fairly young – albeit so far successful – conference that adopted and stuck with a philosophy that conference speakers should be practitioners in the field itself rather than high-priced third-party experts, consultants or, heaven forbid, motivational speakers.

The attendees at the conference have spoken with their registration fees: They want to hear from people like themselves – whose experience they trust – as opposed to advice or sage wisdom from somebody with celebrity status but who is disconnected from their own profession.

Yes, it could be the world is becoming more tribal, but that might offer new opportunities to event organizers who have the courage to adopt new ways of doing things.

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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4 Hacks Donald Trump Has for the Event Organizer

trump-imageClosing in on a month after the election, I thought by now half of us would have gone back to making their own pesto, collecting butterflies and sitting alone in a dark room listening to “Pagliacci,” while the other half would have returned to their hootenannies, bearing profane messages on their T-shirts and racing their RVs.

But, alas, election fever isn’t over quite yet. However, the result is in: Like it or not, Donald Trump won, and he did it in the most untraditional of ways.

What means did he use that event organizers can hack?

First, they can abandon their faith in traditional communication channels and find the most direct way to reach potential attendees. Throughout the election, pundits declared there was no way Trump could compete in this or that state without buying more television air time.

Instead, he famously took to Twitter and put on daily over-the-edge performances in locations that didn’t seem to make sense politically. Yet his message resonated with a certain voter in a way that Hillary Clinton’s didn’t.

Is it time for you to drop those tired e-mail and direct mail campaigns and find a channel to communicate directly with your audience?

Second, he worried less about “getting out the vote” on Election Day and more about creating a brand that somebody who might potentially vote for him could identify with.

It’s a scary proposition but, given the limited resources you have available, are you still better of fretting about where your registration numbers are compared to last year? Or would you be smarter to focus more on simply getting your message out to everybody who might be intrigued?

Third, about the nonstop questionable “facts” Trump blurted out: Even though much of what he said could not get past the media’s fact checkers, enough voters in the right states didn’t care. Post-election analysts have it right. Media watchers tried to take him literally, but not seriously. Exactly the opposite with his voters. They cared less about the details and more about Trump’s underlying message to them.

Do you spend your time telling potential attendees how your event will help their businesses and their careers? Or are you busy making sure they know what time the opening reception starts?

Finally, Trump reached those on the margins, people who in many cases had not voted in years, and converted them into loyal brand followers.

Does your marketing target those who attended your event last year? Or are you looking for a way to reach those who don’t even know about you yet, but who could benefit if they did? And how do you reach them?

Michael Hart is a business consultant and writer who focuses on the events industry. He will participate in a webinar Dec. 16 entitled “Keep Your Attendees from Cheating on You.” Hart can be reached at michaelhart@michaelgenehart.com.

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