Sep 16, 2021
Today’s marketing teams are focused on engaging with the thousands of prospects and customers in their contact databases to generate awareness. Once you have that prospect engaged, the next step for any customer in their journey is education.   Customers need to evaluate the companies they want to work with. That process includes attending trade shows, corporate events, webinars, one-to-one meetings, sales meetings, expert meetings and executive meetings. But sessions are where prospects learn more about a product and specific use-cases. Sessions: Uses and Types Sessions can educate… more
Sep 14, 2021
Humans love to measure things and put names to them. We create measurements for individuals such as IQ and EQ as well as organizational maturities of all kinds. So, it only makes sense to add one more to this ever-growing list of quantification: data maturity. An event organization’s data maturity is the level of the staff’s understanding, adoption and utilization of available data to guide decision making, ideation, product development and procedural improvements. It may just be one of the single most important measures you can assess. In today’s dynamic exhibitions and events industry, the… more
Sep 08, 2021
When was the last time you attended a great company event? For many people, it was at least a year and a half ago, before the global pandemic and resulting lockdowns took hold. In part, this is because we instinctively think about an “event” as something that happens in person. But more pertinently, it’s because most events held in the digital realm have yet to be as immersive as their in-person equivalents, and hence, they’re destined to be more quickly forgotten.  Virtual event organizers have struggled to deliver a positive audience experience, whether due to tech and connectivity issues… more
Sep 02, 2021
In the past several weeks, I have traveled to several cities across the U.S. for different-sized trade shows and industry meetings. As a frequent business traveler pre-pandemic – at least a few times a month – I will tell you that traveling right now is simply not quite the same as it used to be in more ways than one. In short – PACK YOUR PATIENCE – and realize that everyone, and I mean everyone, is doing the best that they can in a challenging environment.   Also – work with your hotels, venues and CVBs to find out what impacts there may be on any of the points below in their cities and… more
Sep 02, 2021
Open your calendar on any given day, and chances are good that it looks nearly identical to the day before: chock full of video meetings and conferences. Meeting after meeting can be taxing enough, but those held in the digital realm are leading to a phenomenon known as “Zoom fatigue.”  This seems almost counterintuitive, as little effort is required to attend. However, there are many reasons why virtual meetings and conferences feel so exhausting. For one, they require an exorbitant amount of eye contact. No longer are you looking around a room as people speak; your attention is directed… more
Aug 31, 2021
There’s a certain energy on a trade show floor that is wildly thrilling. To call it sensory overload would be an understatement. There are the perfectly positioned booths, of various scales and designs, the bright overpowering lights, the smell of the fresh carpet, the sounds of bustling vendors frantically talking to as many people as they can, the amplification of the demos happening all over with people on microphones and, of course, the squishes and squeaks of the tchotchkes collected at every turn. Then there is that underlying feeling of pressure in the air that you can sense from each… more
Aug 26, 2021
“Become comfortable with permanent uncertainty.” ~ Unknown Since March 2020, your lives as planners, show managers and suppliers have been nothing short of topsy-tervy. For many seasoned event professionals, the last 19 months are new to someone whose planning cycle is three to five years in the future.  While many are touting a “new normal,” what is that exactly? And how do you pivot when your local, state or federal government changes direction? What happens when you have attendees who want to cancel or come at the last minute? One guiding principle is to stay calm.  Let’s talk through… more
Aug 20, 2021
Since the beginning of July, I have been to several trade shows and events all over the U.S. and inevitably when I talk to people afterward, one of the very first few questions they ask is "how many attendees and/or exhibitors were at the show?" Jennifer Hoff, president of Taffy Event Strategies and Trifecta Events, said that after she and her team recently ran the Coverings trade show in Orlando, she was asked the same thing about attendance at the event. “I told them ‘You are asking the wrong question!’” Hoff said. In the middle of a pandemic, with a show that has a heavy international… more
Aug 19, 2021
Recently, Zoom announced the release of a new events platform that will let organizers monetize and promote their events. Zoom Events is packaged as an “all-in-one” platform that can build event hubs, provide customizable ticketing and registration options, integrate networking for attendees, track event statistics and more. While the new Zoom Events platform holds benefits for the future of virtual event planning, what does it mean for event management companies? Can more sophisticated event platforms displace traditional firms that provide event management and planning services? Zoom Is a… more
Aug 17, 2021
Influencers. They’re only helpful for B2C marketers, right? Not quite. While influencer marketing is an oft-used tactic for companies selling a consumer product or lifestyle, it can also be highly effective for event marketers in the B2B space.  Fortunately, many of the industries or professions our events serve are full of qualified influencers, many of whom are easily accessible and under our own trade show’s roof. Event organizers who effectively leverage influencer marketing can expect amplified reach and trust in campaign messaging, ultimately acquiring net-new attendees. Here are four… more

Partner Voices

As event professionals and destinations adjust, adapt and evolve in these uncharted waters, it is imperative that substantial resources be put in place for all of the people responsible for planning and executing trade shows, expositions and conventions. An example is Mohegan Sun, which built an industry-leading, COVID-19 Resource Center with a combination of pictures from recently held successful events (the property reopened on May 1, 2020) along with several widely available and informative documents, such as an evolving operational framework: