Fixing the Problem - A Series On What's Going On & What Can Be Done

Fixing the Problem - Part 3: Where do we go next?

Over the past decade we have seen vendors and sponsors demand more and better results from the dollars they invest in events.

This is a trend that will continue to challenge event producers to become more creative in the development of sponsor and vendor packages. And even when the economic trends reverse, the new "new" will be with us from here forward.

At the root of these improvements is better information and connectivity; communicating and 'listening' rather than waiting to talk.

Sponsors who traditionally placed their brand on signage in support of the event are looking for ways to get the voice of the customer, educate customers on better use of their products, roll out new product offerings and open up a year-round channel of communication.

Vendors are looking for ways to hasten and improve the qualification-process. Who, out of the thousands of people they interact with, have been sparked with an interest in what was seen and should be followed up with, first?

And everyone would prefer to skip the production, shipping and drayage of paper brochures. As sponsors and vendors become more selective of which shows they will support/attend, the thing that will raise one event over another, is the ability to deliver their target audience, prepped and ready to go. If event managers can know their attendees and can help them make decisions pro-actively, then the successful events will know how to offer attendees more of what they need and sponsors/vendors more of what they want.

This is not an imposition on anyone’s privacy but rather a world view of what are the most popular items being reviewed on the attendee’s personal URLs.

In Part Two we discussed how the PURL gathers what each person saw and did at an event and then makes that information available immediately and long after the event is over. Measuring the traffic to those PURLs is just one way we can know what was hot and what was not leading up to, during and following an event. The goal of this activity is continuous improvement which raises attendance, draws better sponsorships and attracts higher-quality vendors and speakers. Measurement offers insight and tangible numbers that drive better revenues. This is an important step to increasing the health of the event industry in any economy.

As a case study, the client mentioned in Part One has offered just some of what we have outlined above and they are seeing upwards of a 40% increase in sponsorship revenue over their 2007 numbers, a 10% increase in attendance and an excitement that was unexpected but a pleasant surprise, none-the-less.

So, what's it all mean? The new lessons are the same ones we've known:

• Seek first to understand and then be understood.
• Content matters.
• "Love" IS the killer app and above all else, your mother was right . . .
  
• Look both ways before you cross the street.

Those 4 pearls of wisdom have always been true, and they will be as we go forward.

Fixing the Problem - A Series On What's Going On & What Can Be Done

Fixing the Problem - Part 1 in a series on "What's Going On & What Can Be Done"

We're fortunate to have clients that are so forward thinking, that are true leaders in their field, that working with them stretches and pushes us.

So, during the past year, we've had a chance to observe and contribute to seminal ideas that we believe will have a positive impact on the industry as a whole.

In this 3 part series, we'll share some ideas, along with specific examples, of things our clients have done to improve their events from an operational, financial and engagement perspective, along with those things that are in process or development right now.

Part One: Taking a Proactive Approach
In Spring 2007, using the BusyEvent Event Management System, we helped one of our first clients run their event for 4,500 people… a global event with attendees from more than 70 countries.

As you can imagine, 2009’s global event brought serious concerns about participation, costs and engagement; specifically how to utilize and harness the power of social media. But, as is their typical process, he client locked in a date and began the planning process with us last year and are reaping the benefits of starting early, communicating actively and surrounding themselves with the best events talent they could find.

Rather than negotiate larger attrition percentages, we took a proactive approach to work with the hotel by reducing the rate a bit. We went further to work together on an incentive package for early birds that included hundreds of free room nights, free future stays, show tickets, suite upgrades and other fantastic reasons to book early.

By getting those who were pretty sure they were coming to book early and encourage others to join them, the results have been fantastic. Numbers are up 10% over the same time in 2007, limited seating education sessions are filling up and there’s a positive buzz about how the event has stepped up in quality this year. Because this event happens every two years it is vital to building relationships, sharing new ideas and supporting the employees in the field.

Events like this are happening every week and while the show must go on, there are new rules for how to run more cost effective events.

Utilizing the BusyEvent system, we are utilizing new ways to deliver events for 30-40% less while providing better information that drives valuable relationships. Taking advantage of the tools that we provide, BusyEvent technology is quickly becoming the silver bullet to running a serious event in need of a serious return on investment.

We encourage you to get proactive and even creative about your events. How ? We’re seeing the trends shift to those who are tired of complaining and anxious to make good things happen.

While face to face events are still the best way to meet people and do business, in Part 2 of "Fixing the Problem" we will explore how to help those company employees who couldn’t make it to this year's event.