We are in the third decade of a modern gold rush to mine corporate data. As multidimensional data analysis (MDA) continues to accelerate, the hunt has intensified to find new “seams” to explore.
For event planners, 2017's dominant narrative has focused on collecting and analyzing data. Visit any event related blog (ours included) and you will find a bunch of articles prostelyzing the neccisity of taking a data-driven attitude, typical to digital marketing, and applying it to event management.
An Example of Flexible Thinking
New York City’s High Line is a walking path on the eastern edge of Manhattan, both sides lined with sumptuous green gardens, and raised roughly three stories above street level, providing a unique view of the city streets below. It is one of the 21st century’s best examples of flexible thinking. For around fifty years, the High Line was a rusting, disused train track, part of a line that was no longer connected to the city’s transit system, and by all accounts an eyesore. Now it is one of New York’s best-loved parks, and a perfect analogy for the way good event planners think.
This past week, in Neocon’s Architectural Principals talk, I was told that pictures look more interesting when they are grouped in odd numbers. The more pictures you hang, the more this is true.
Considering groups of pictures indivisible by two, “more interesting”, seems like an error in rational thinking. But, I can see how larger groups of pictures can work together in drawing our attention. Every picture contains an idea, which can be rearranged and combined with the ideas from the other pictures, making the total experience more stimulating. So, we decided to apply the many picture concept to our blog in an effort ideas and your events stay novel. Please enjoy 13 entirely random yet memorable ways you can improve your next event.
The Drawbacks of Event Marketing (Or So They Say)
Event marketing is the single best way to generate qualified leads. So, why isn’t it utilized more? Traditionally, measuring the outcome of events the way one would with digital marketing has been difficult, making it challenging to determine their return on investment. This lack of clarity has made them a less popular option in the face of digital channels which provide precise measurements for judging success.
Why Data Delivers More Than Fads.
5 Simple Ideas That Prove It.
When it comes to events, it is easy to be distracted by the latest shiny object. While no event planner wants to be without the latest cool idea at a critical event, the bigger risk is building your plan around a dud. With that in mind we’ll cover 5 data-backed ideas that will deliver the wow factor you desire without the headaches.
It’s generally agreed that the moment you turn 35 years of age you are too old for Snapchat. And here you thought 40 was the new 50.
At G2Planet having a HQ in Silicon Valley and an office in ice-cold Minnesota keeps us more centered about these things. If anything, we prefer to exploit every new technology like marauding Vikings — using only what works and jettisoning what doesn’t. Which brings us back to Snapchat.
There’s an acronym going around Silicon Valley these days that simply means “Fear Of Missing Out” or FOMO. It’s how an entire army of social media and tech specialists tap into our insecurities about missing out on the essential things in life. No, you don’t need social media to keep this from happening, but that’s not how your average attendee sees it.
If you are fond of visiting State Fairs then you are familiar with the “Carnival Barker.” We are talking about the slightly-tatty person that stands in front of the latest stomach churning attraction and invites you in. Unless they grab you by the collar and yank you into line you probably walk past them.
Unless you see something irresistible.
The same rules apply to your tradeshow booth. It’s not who shouts the loudest in the booth that gets the people into your space, but how your brand looks, feels, acts, shouts and yes, even feeds your potential passers-by.
Many of today’s best managers look at event planning as an “ecosystem” to remain agile. As shows splinter into segmented events and meet-ups morph quickly into “must-attends,” managing the churn requires that a planner pull more than one rabbit out of a single hat.
While an eco“system” can keep the magic alive what is really required today is a stack.
The event marketing industry has no shortage of experts to guide purchasing decisions. On a micro-economic level the industry is currently saturated with enough cloud-based vendors and platforms to reduce risks of making “bad” decisions in the near future.
What differentiates an enterprise decision — or multi-event, multi-location — from proprietary, single event or meeting planning is that the future matters. The technology adapted at the enterprise level must remain agile, modular and most of all extensible enough to accommodate a fickle business landscape. It needs to fit seamlessly into your marketing stack, it needs to play easily with marketing automation systems and must not become a boat anchor when the technology tides shift.
Imagine this scene at your next event. The floor activity is electric. People are swapping the latest technologies, the registration booth is abuzz and smart cards are being swiped to capture new leads every second. You smile and realize that this is the kind of “productive pandemonium” that only a skilled event planner can appreciate.