The event industry is more competitive than ever. Though competition is healthy, it also can be a headache. For every conference you want to plan, there may be two similar conferences already in the marketplace, and long gone are the simple days of planning an education event and then waiting for members to show up.
These days, associations must offer something different to set their events apart and prove to members that it will maximize their return on investment. Thinking outside of the box, incorporating new technology tools and reimagining traditional features or agendas can create a meaningful and engaging event or meeting that attendees will want to experience year after year.
Retooling registration and pre-conference functions with technology. There is nothing more frustrating than being welcomed by a long line when you enter an event. Fortunately, there are new tools designed to improve the convenience and efficiency of check-in. For example, one technology association recently used QR codes and self-service kiosks to print name badges. Moreover, attendees were able to review their badges before printing them out, which resulted in fewer misprints and reduced costs. The numerous kiosk centers also offered several conveniences: Attendees could get information on the latest conference updates, post on their social media sites, peruse conference dailies, check their flight information and even print out boarding passes.
Delivering innovative demos. Demonstrations are a great way to get attendees in front of sponsors and exhibitors. One retail association set up intimate spaces where sponsors could present quick and concise (eight-minute) hands-on demonstration sessions to attendees before the event’s featured presentations. Later, attendees voted for the most innovative demo session, and the exhibitor with the most votes was presented with the Innovation Showcase Award at the opening night reception. This method not only highlighted the sponsor’s information but did so in a way that captivated audiences.
Tweaking a traditional program. If your once-successful program begins to feel stale, look at ways to reinvent it. Last year at its annual conference, one association transformed its traditional vendor expo into an interactive scavenger hunt for members and prominently featured exhibitors and their products. In advance, exhibitors were asked to submit questions and clues based on their company’s products and services. At the event, attendees won prizes by finding the answers to the clues located throughout the showroom floor. The revamped program resulted in increased engagement for attendees and increased booth traffic and ROI for exhibitors.
Rethinking the classroom-style approach. New setups called “learning lounges” are allowing associations to move beyond the classroom scene to create more casual educational opportunities. Strategically situated on the trade show floor, these areas provide attendees an intimate space to kick back and unwind but can also be used to host question-and-answer sessions, forums for non-structured dialogue and opportunities for one-on-one engagement in a more informal environment.
Finding new ways to encourage networking. To increase networking among event attendees, one healthcare association created a buddy program based on the same premise as an online dating website. Attendees who wanted to participate answered questions online about their areas of interest and what they wanted to learn from the conference. Then, a few weeks before the event, participants were emailed the contact information of registered attendees who had similar interests. The emails also included a list of conference exhibitors that specialized in certain fields of interest. On the first day of the event, the association hosted a “mix and mingle” function in which tables were set up and identified by areas of interest in an effort to facilitate meetups. The initial attendee response was so positive that the organization plans to incorporate the networking program in future events.
With so many meetings, conferences and trade shows out there today, it is important to create experiences that leave attendees wanting more. Integrating technology and innovative ideas can refresh your traditional programs and result in magnetic events that set apart your group within its industry, draw the maximum number of vendors and attendees and set the stage for excitement.