Extending an event life cycle translates to improving a company’s bottom line. Through enhanced education opportunities, knowledge transfer, collaboration, networking opportunities and strengthening the community of event-goers, the company stays in the minds of their existent and future customers.
An event no longer occurs only in the physical space, but already begins in the pre-event phase with online activities for the audience to engage with the event and with each other. It doesn’t finish upon the physical meet-up either because this is when companies can repurpose the content produced at the event into blog articles, videos, podcasts and continue to generate event buzz and subsequently new business leads. A conference that takes place across multiple days becomes a 365-day happening.
Brands that understand and practice extending their event life-cycle can create content for each stage of the customer journey and correspond to the individual needs of their attendees at each interaction. Each of such interactions that occurs online pre-event can generate leads and grow the customer base. With attendees spending increasing amounts of time on social media, there are many ways for organisers to facilitate online interaction before, during and after the event to generate business growth. This session will explore the various opportunities for extending the event life-cycle to improve a company’s bottom line, involving the following areas:
Change is inevitable. In times of rapid technological developments, companies must react rapidly to stay nimble and competitive. However, it is not only technological changes that impact how companies conduct business. Clients need change, too, and that requires agencies to adjust their business models to meet their clients’ needs.
An example of this shift is how event agencies reinvent themselves from purely executing logistical tasks to becoming strategic partners. Competing on the logistical deliverables is becoming commoditised because companies also possess this expertise in house. Agencies can stand out by offering strategic event planning and more specialised know-how to deliver ROI with their events. Currently, there is a rapid change in the industry, and we will explore how to implement change in the context of event management successfully:
According to the European Commission, ‘A social enterprise is an operator in the social economy whose main objective is to have a social impact rather than make a profit for their owners or shareholders. It operates by providing goods and services for the market in an entrepreneurial and innovative fashion and uses its profits primarily to achieve social objectives. It is managed in an open and responsible manner and, in particular, involves employees, consumers and stakeholders affected by its commercial activities.’
Using an entrepreneurial spirit to achieve social goals and managing it in a responsible manner that involves all the stakeholders is a sustainable model that can be applied to companies operating in the event space. Event organisations can implement responsible initiatives to give back to their communities while generating profit with purpose. This session will examine how events can be a force for good and leave a positive impact on the local communities:
According to a McKinsey article from November 2012, ‘Attracting and retaining the right talent’, ‘There is a strong correlation between quality of talent and business performance.’ In preparation for this session, and from many talks with industry professionals, it has become apparent that a number of agencies face challenges in terms of attracting and retaining talent. In a highly people-driven business, are we falling short on securing top candidates for our businesses?
According to Robert Kenward, Chief Talent Officer at YOU Search and Select, attracting and retaining new talent should be an ongoing process for companies and be performed highly strategically rather than just to fill a place. Robert highlighted that young talent knows what they want and seems to be much more focused on what they are looking for; therefore, companies must practice active listening to understand the reasons for the talent joining them in the first place. Companies should also follow on from what they’ve promised when they hired the candidates and constantly work on the employer/employee brand, which needs to be strong and consistent.
This session will examine how to attract and retain the best talent to help you grow your business and who will also be the most appropriate for the future.
Ideas are everywhere. However, there is a wide gap between an idea and its execution. One common aspect of idea ownership involves the pitch scenario, where agencies deliver a pitch without the guarantee of being hired or fearing that the client will be implementing the ideas by themselves. But are ideas always so great, and is it really so easy to copy them? This session will examine how to deliver ideas with impact while maintaining leverage in the ability to execute and deliver them.
Collaboration is a widely used word in the business context. This is particularly interesting for the events industry because events are a collaborative effort of agencies, suppliers, destinations and destination management companies. Digitalisation and increased connectivity and mobility require and allow more collaboration with remote stakeholders, and there is a large array of collaborative online tools available that event planners can take advantage of to design their event. This session will also explain the difference between a true collaboration vs event coordination and cooperation.
The second widely used word in the business context is innovation. However, it is important to determine what a true innovation is in terms of being able to set one organisation apart from their counterparts. This session will also provide an introduction to what innovation means in the event context. Looking both at collaboration and innovation, you will learn how collaborative effort in a group setting can help new ideas come to fruition to generate business growth and stronger event partnerships:
The events industry consist of multiple associations, networks and communities. Event managers run events for clients who also belong to multiple social and professional groups, and each of the groups has distinctive characteristics. Communities exist both online and offline, and meaningful connections can be nurtured through connecting around mutual topics of interest.
Social media can be challenging at times in terms of maintaining and managing an online community due to algorithm changes and evolving customer needs and demographics. Hence, what is the best platform for community management, how to keep the community engaged across multiple channels and ‘move’ it to the next platform when one is no longer relevant, and most importantly, how to bring the online community to meet face to face to nurture meaningful business relationships are all particularly relevant questions.
When a business can successfully create a community for their customer base, it can add significant value to that customer base. This session will help event managers create and manage stronger event communities both online and offline.
The topic will be chosen close to the event date and decided by our online and offline communities.