Experts Share their Event Digital Toolkit in IAEE Webinar
November 3, 2016
By Elizabeth Johnson
Recent research from Center for Exhibition Industry Research (CEIR) uncovered that just seven percent of exhibition organizers and 12 percent of exhibitors rate their digital offerings as effective in enhancing the attendee experience. Given the shared confidence level is so low, the October International Association of Exhibitions and Events (IAEE) webinar, “Using Digital to Rock Your Attendees’ Trade Show Experience” is certainly timely.
During the hour-long webinar, Nancy Drapeau, PRC, director of research, CEIR, moderated a panel of experts; David Saef, CTSM, executive vice president, MarketWorks; GES; Bill McGlade, CEM, director of account management, a2zInc; and Aidan Augustin, co-founder, Feathr, who described a toolkit of digital tactics to use before, during and after an event.
Drapeau reviewed results from the study to demonstrate how digital tools are necessary to make logistics easier and add value while preserving the essence of events, face-to-face interaction. She noted that event’s website is its most important digital asset according to attendees, following by search and email.
Augustin offered insights into preshow planning.
“People are spending an absurd amount of time online and that’s where you should find them,” he commented. “Across your digital assets you have your audiences. Invest in that sort of engagement.”
He suggested event organizers use analytics tools such as Google Analytics, Kissmetrics, or Mixpanel to make changes as well as monetize their digital assets. Examples of monetizing digital assets include in-app sponsor placement or sponsored push notifications and social media shout outs.
Augustin also discussed ad retargeting and using email mapping and other digital tools to segment their ad campaigns based on their audience’s activities. He added that event organizers could start a new revenue stream by offering sponsored retargeting, where they place online or social ads to their digital audiences (for example, website visitors) on behalf of the sponsor.
McGlade emphasized the importance of the event website as central to achieving the desired ROI and meaningful engagement.
“A website with strong UI/UX (user interface/user experience) is a must have, not nice to have,” he said.
He described building a site that is interactive and contains galleries with the content that attendees want, such as exhibitor product showcases and clear educational information. McGlade also advised event organizers to engage with registered attendees via e-newsletter approximately twice a month and on social media daily, pushing attendees to the content they are looking for.
He promoted creating a personalized experience for attendees, using gamification to create meaningful engagement and using digital tools to enhance pre-qualified leads.
“To stay relevant, almost every event is going to have to implement a matchmaking platform,” McGlade said.
Saef explained how digital tools to enhance the onsite experience. He showed a number of new products such as badges that “talk” to each other in order to connect people with common interests and Poken which enable attendees to share information and download literature to their profiles.
“You can create more purposeful interaction using digital tools,” he said. “Event organizers see how people connect and get a holistic view of their touchpoints.”
Event organizers are also starting to use beacons to enable geomessaging and show navigation. (National Retail Federation employed beacon technology at the Retail Big Show last January).
Exhibitors are using RFID to implement creative customer experiences. And finally, augmented reality (think Pokeman Go) is increasing its applications in the live event space.
“Augmented reality is taking the world by storm,” Saef said. “We’ll start seeing more uses.”
Also enhancing the onsite experience is live streaming such as Facebook Live or Periscope.
“Like it or not, our attendees are taking advantage of opportunities to live stream to their networks. Don’t try to control it, it’s raising awareness of your event and it’s a good tool to get networks interested and excited to come to your next event,” Saef explained.
After the event, the party’s not over. Use digital tools to cross-promote other events, save the date for the next event, or create new revenue streams with post-event sponsorships.
To learn more about this and other IAEE webinars, visit http://www.iaee.com/iaee-webinars/.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
Add new comment