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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Are Tech Vendors Taking Over the Events Industry?We’re moving into the last days of February, which means we are finally moving out of the phase in which we read lots of articles and blog posts titled something along the lines of “X Number of Things That Will Rock the Events Industry in 2017.”

We’re moving into the last days of February, which means we are finally moving out of the phase in which we read lots of articles and blog posts titled something along the lines of “X Number of Things That Will Rock the Events Industry in 2017.”

Don’t get me wrong: I’ve written my share of these stories myself over the years. Unfortunately, this year I feel like I saw a disproportionate number of articles clearly written by somebody with one technology or the other to pitch. This “trend” may have reached the tipping point for me earlier this week when I read a blog post pointing out why live streaming would improve live participation in events…right after reading one that said it would not.

I’m as much in favor of using technology to enhance the experience of attendees and, yes, help us make more money as anybody. But the growing penetration of technology into the events industry cannot be driven by the technology vendors.

There is no longer a one-size-fits-all tradeshow or convention. Each organization, industry and community has a different reason for meeting.

Using the example of live streaming as just one example – because it’s fresh in my mind – widespread live streaming makes perfect sense for the new, improved E3 or a Comic-Con type event because one of the goals with these kinds of events is to act as a vehicle to communicate messages or sell products to audiences beyond the venue.

However, there are other events that still rely on a certain sense of exclusivity, that produce valuable content that can be repackaged and resold in another form – like live streaming.

The larger business world that the events industry serves is undergoing constant transformation, and each event organizer must be aware of what is happening in their little universe and why.

Witness the recent effort by Kraft Heinz to acquire Unilever, the shifts in the consumer packaged goods market that motivated the effort, and then the sudden decision to back out.

Just imagine the mood changes event organizers in the food retailing space went through for a day or two there, and how they’re still filled with anxiety about what’s next for them and their shows.

Event organizers everywhere today must find the most creative solutions possible to maintain relevant to their audiences. And silly articles about how a particular technology will or will not serve them don’t help much.

Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com.

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