Blogs
Jun 08, 2022
You’ll find tons of metrics and insights reported across all the virtual event marketing platforms you use. They can help paint an overall picture of your virtual event’s success, but some are much more telling than others when it comes to event evaluation.
Navigating this deluge of data at every stage of your virtual event marketing campaign can be challenging. In this blog, we’ll explain how to measure the success of a virtual event using just a few powerful key performance indicators.
What are the best virtual event KPIs for each stage of your event marketing campaign?
Early-bird period… more
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Jun 01, 2022
The event tech marketplace is a unique animal, reflecting the industry it serves. There are a handful of event technology providers that offer a broad swath of functionality. They’ve built integrated enterprise systems offering services like registration, housing, speaker management, exhibitor services, floorplan management, virtual events, mobile apps and more, all within one system, database and brand. Of course, there are many more vendors that offer a more singular functional set that, in some cases, are considered “best-in-class” offerings. These products often provide a deeper set of… more
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May 25, 2022
In the past few years, audiences experienced much more than just a pandemic (which would’ve been enough on its own). People also experienced extreme isolation, civil unrest, a worsening climate crisis and many moral dilemmas that changed their internal and external perceptions. As a result, event attendees have placed greater importance on values: what brands stand for, what stances they take on political and social issues, how they treat employees, whether their practices are sustainable and more. According to Ipsos, the link between consumer and brand values has grown significantly.
This… more
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May 18, 2022
Our words matter. We often use them at our events or in our teams to communicate ideas, convey passion, express creativity, articulate intelligence, radiate confidence and exude wit. But choose the wrong ones, and you’ll become the insensitive event staff or coworker.
Assuming you don’t want to be that person, let’s explore some commonly used words at trade shows and conferences, or phrases that are either past their expiration, culturally appropriated or downright offensive, and what you can say instead to demonstrate your intellect, wit and inclusivity!
Guru
When we refer to someone… more
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May 11, 2022
In the “Friends” episode, “The One With the Cop,” Ross buys a new couch. He opts to carry it up to his apartment instead of depending on professionals. Who can forget that iconic scene where he shouts, “Here we go! Pivot! PIVOT! PI-VOT!”
We can give Ross some credit for drawing up a plan to get the couch up a narrow stairwell. But it isn’t long before he abandons the plan and suggests Rachel and Chandler just follow his lead. Alas, he’s left with a sawed-in-half couch and a $4 store credit. He should have called in the professionals.
The event industry spent the better part of 2020 and 2021… more
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May 04, 2022
Today’s event attendees are less driven by product than they are by purpose. For instance, 85% of people around the world are making more sustainable purchases. As a result, 83% of organizations are taking sustainability into account when planning events. This audience shift toward values offers a tremendous opportunity for companies willing to be empathetic and transparent.
As an event marketer, you need to take this change seriously. You must determine how to communicate not just the features and benefits of your products during events, but also your company’s compassion and demonstrable… more
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Apr 27, 2022
Since the onset of the pandemic, the FBI has reported cyberattacks to jump by 300%. No, that’s not a fabrication. These are the salad days for cybercriminals. As the office space abruptly entered our homes, and that includes both physical and electronic environments, more workers have become lax with their cyber precautions. It’s a natural response to adversity and change: Hunker down and simplify the things that you can control until the storm of chaos passes. The storm may be passing by, but what it’s leaving behind is looking quite different than the past.
We’re clearly not all headed… more
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Apr 20, 2022
Since the “pivot” in 2020, the events industry has been acutely focused on how to define, plan and execute hybrid events—particularly in terms of the intersection and interaction between live and digital experiences. The shift to digital events has opened the door to a new, equally important industry imperative: how we leverage the new data channels that have emerged from digital events and integrate that data into our marketing and sales technology stacks.
In the past, it was easier to measure event performance because gathering event data was simpler. Attendees visit a booth and get… more
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Apr 13, 2022
Let’s play a game. Close your eyes. I am going to say a word. Tell me the first thing that pops into your head. "Inclusivity." Go!
Oddly enough, for many people, the first thing that pops into their minds when thinking about inclusivity is race or ethnicity. Maybe that’s because of the current state of the world, but as an event industry professional, I want you to expand your horizons and think of all the different categories like gender, language, religion, ability, sexual orientation and more. The list is endless. If we start to engage with a variety of people, the events we plan can… more
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Apr 07, 2022
Some folks can get really caught up in the “grass is always greener” syndrome. I can understand that tendency, of course, as I have my fair share of lawn envy, and I mean that both metaphorically and literally. Lately, for me at least, it’s been about automobiles. It seems everywhere I go, my eye is catching that certain car that makes me salivate. After the initial emotional rush, I can usually remind myself that I currently don’t have a car payment and then take a moment to recall exactly how much I dislike those.
The point is that the greener view, more often, is an illusion. It warns… more
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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors.
TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders.
Lisa Messina, Chief Sales Officer, LVCVA
With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role?
Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”
These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.
Allegiant Stadium
As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward?
Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees.
What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events?
We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.
Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.
What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization?
We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.
What are your favorite ways to recharge?
My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.
Valley of Fire
What advice would you give to women following leadership paths in destination marketing?
I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.
This interview has been edited and condensed.
This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.