In recent months, our team has met with many industry partners and association clients who were in the midst of finalizing their strategic plans for this year, and here are a few trends and insights that emerged: 

1. Practical AI Tools to Better Manage Your Association 

You would have to be living under a rock to not have heard about the hype with generative AI technology. Since launching in late 2022, one of the bigger players, ChatGPT has grown considerably with 1.7 billion monthly visits in October. While there is a lot of interest in leveraging generative AI to create efficiency and automate work, you may be wondering—okay, but how do I use it and what practical applications of AI make sense for my association or nonprofit? 

To avoid getting swept up in the hype, think about the strategic ways you can leverage AI systems to support member engagement and retention. Here are a few ideas: 

• Content creation- In sending out your annual member renewals notices, you can use an AI tool to craft a communication that is tailored to an individual member and highlights their tenure with your organization, programs they have engaged with recently and future opportunities for the upcoming year. You could also have the tool review member data and provide tailored recommendations for events, programs and other resources that may be relevant based on their membership data. 

• Streamline data and visualization- Your organization maintains a wealth of information on members including their demographics, preferences, interests, and program and event history. While an AMS solution like ThreeSixty comes with powerful reporting and data visualization, you can augment this by using AI tools to summarize board meeting documents, identify key insights or generate visualizations and charts based on membership data or a recent survey sent out to your members. You can also create clusters or themes of data, which is helpful for understanding emerging trends in presentations at your annual conference or meeting.  

2. Thoughtful Event Planning in the Face of Rising Costs 

In conversations with industry partners, we’ve heard that many associations approved smaller and sometimes negative budgets year-over-year for 2024, and a primary driver of this is due to increasing costs for AV and food and beverage expenses at events.  

In fact, a report by CWT Meetings & Events and the Global Business Travel Association found that the cost per attendee was 25 percent higher year over year in 2023 and is expected to grow an additional 7 percent this year. While inflation has driven up most of these costs, there are options available to help you stay within your budget. 

Negotiating event contracts are an important way for event professionals to maximize their ROI, while still delivering an exceptional event. Here are a few tips to get the most of your negotiations: 

• Share a comprehensive RFP with all potential vendors, including a detailed event budget. 
• Obtain multiple quotes and see if your preferred partner or vendor can match pricing from the quotes you receive. 
• Consider long-term partnership options with suppliers that can lower your cost per event because you are committing to a multi-event contract. 
• Going back to trend #2, use an AI tool to help you generate initial drafts of event contracts, which may help save time and money during the process of legal review with your law firm or general counsel. 

There are also options to limit food and beverage costs at an event, including: 

• Providing a more limited menu to keep food costs low, such as providing a plated meal instead of a broader buffet where food may end up going to waste. 
• Explore timing options, such as hosting your event during “off-hours” where you can provide snacks instead of a full meal. 

In 2024, we predict that event professionals will make strategic decisions around event management and negotiate with vendors to plan and execute events that delight their audiences but stay within their (likely smaller) budgets. 

3. Selectivity with Technology Selection Consultants 

As a leading provider in the market, we regularly connect with association leaders who have used a consultant to guide their technology strategy. We’ve recently heard feedback and concerns about the overall experience, particularly with the larger, established firms, for two reasons.  

First, their vendor and product knowledge are out of date. Several associations leaders have noted that consultants haven’t done their homework or taken the necessary steps to broaden their product knowledge, understanding and expertise. Their “advice” was based upon the same dated, inaccurate product and industry knowledge that they’ve scripted for years. And unfortunately, this is consistent with our experience as a technology provider in recent years.  

As an example, Personify made two acquisitions that impacted the association technology market – MemberClicks in 2020 and GTR Event Technology in 2022. None of the established association technology consultants reached out to learn more about our acquisition rationale or planned strategy for either product. And our attempts to engage them were met with limited or no response.  

The concern is that these firms are not knowledgeable enough to objectively help their clients make informed decisions about our solutions, and we suspect this is true with competitors as well. This lack of intellectual curiosity and engagement should give any association pause before hiring a consultant and ensure that they choose one with a broad and up-to-date understanding of the market landscape – this is, after all, the expertise an association is paying for. 

The second issue is that, as firms have expanded into managed services, CIO services, IT support services, etc., they have lost the appearance of objectivity by becoming technology resellers or steering clients toward tech that their staff are trained to use. To be clear, this may be more of an “optics” problem than a true indication of bias, but objectivity is crucial to the consultant-client relationship, and many associations are questioning whether that’s truly the case. 

We’d be remiss if we didn’t say that there are exceptions to this trend and there are several consulting firms that have deep industry experience and a reputation for impartiality. But the larger point remains that the industry needs a re-set or risks losing relevance. This year, we predict that associations will carefully consider the consultants they use to guide their technology purchases. 

4. Increased Focus on Data Security and Cyber Attacks 

With data breaches becoming increasingly common across industries, associations, and their IT teams in particular, are thinking carefully about efforts to strengthen data security and prevent attacks. In 2024, cybercrime is expected to cost organizations $9.5 trillion and grow 15 percent annually in the coming years. 

In creating your 2024 data security plan, be sure to understand your technology provider’s policies including access control, encryption standards, password policies, backup and recovery plans and more. Your AMS provider should be a partner on this journey and help you continuously monitor networks, logs and security events to detect and respond to any potential breaches within the system. All of the software and applications used in your organization should be patched on a regular basis to mitigate potential vulnerabilities.   

In 2024, we predict that association professionals will: 

• Execute stricter access controls, including multi-factor authentication, to serve as the first line of defense against potential threats. 
• Implement annual PCI audits and regular penetration tests with internal and external stakeholders to proactively identify and resolve vulnerabilities within your system. 
• Develop new education campaigns for staff and share how members can protect themselves against attacks, which will instill confidence that you’ve got the right team and processes in place to manage the threat landscape. 

If you’re looking for a robust AMS solution that can give your team peace of mind about data security, we would be happy to share more about ThreeSixty. 

5. Workforce and Professional Development as a Key Value Driver 

While the labor market cooled in the last quarter of 2023 and unemployment remained steady at 3.8 percent, many economists are predicting growth in 2024 and a labor force participation return to pre-pandemic levels. In the near term, as competition remains high for open positions, associations can play a unique role in ensuring that members take advantage of workforce training and professional development opportunities to help them stand out as a candidate. 

80 percent of professionals said that growing their skillsets and expertise is an important way to stand out in the job market. In 2024, you can ensure that your organization supports a journey of continuous learning and skill development for your members by: 

• Move to a mindset of “resources not courses”- What we mean by this is that your goal should be to deliver content focused on a member’s need in a given moment, as opposed to pushing them to a full course. You can conduct an audit of your professional development offerings and learning management library and consider breaking courses into bite-sized pieces that can be easily consumed and targeted to a specific topic or need. 

• Create lasting connections – Extend the connections made at your annual conference or events by creating groups in your online community for members with a shared interest, profession or skillset to network and stay in touch. 

• Teach your members how to use a generative AI tool – You know how we discussed in trend #2 that a lot of folks are hearing about AI tools but aren’t quite sure how to use them? Host educational sessions with an expert in your industry on practical ways your members can automate their daily activities and free up their workday. 

We would love to hear your thoughts on these and other trends and predictions for association professionals in 2024. Send us your thoughts via marketing@personifycorp.com or in our client community. 

The post 5 Key Trends for Association Professionals in 2024  appeared first on Personify.

January 4, 2024

Personify announces the launch of a dynamic new website, mya2zevents.com, for its A2Z Events brand featuring the full portfolio of event management products, including GTR, which has been officially transitioned to Registration Tech. Following months of dedication and careful planning, the company is excited to unveil a new website and integrated platform to event professionals.  

The new website includes blogs featuring best practices and expert insights, research reports and resources, and detailed product information about the brand’s complete platform of event management solutions. In addition to the newly transitioned event registration software, Registration Tech, A2Z Events also offers floor plan management, exhibitor and sponsor management, attendee engagement solutions, badge printing and much more.   

“We’re thrilled to bring Registration Tech under the A2Z Events brand. With this combined offering, users can grow their events year after year with more show insights and the ability to customize workflow registration through a single-platform solution,” said Erin Sullivan, Vice President of Marketing at Personify.  

With the intuitive, user-friendly interface, event professionals can manage participants and simplify tasks like data collection, registrant communication and payment processing. Not only can they collect attendee data, but organizers can put it to good use too, with detailed reports providing valuable insights on registration trends, attendee demographics, and promotional ROI.  

To simplify the event registration process for attendees and exhibitors alike, A2Z Events offers easy-to-use event registration software, badge printing and check-in. With these two often stressful event processes simplified, attendees can focus on enjoying the event, and organizers can focus on connecting with their attendees. A2Z Events’ lead retrieval solution makes it easy to record prospects with the simple scan of a badge, while the attendance tracking solution streamlines badge scanning capabilities with an intuitive mobile app.  

From registration forms to attendance tracking, A2Z Events has event professionals covered in creating seamless on-site experiences. With the integration of Registration Tech, A2Z Events remains committed to providing innovative solutions to meet the evolving needs of show organizers and event professionals.  

Visit mya2zevents.com to learn more about A2Z Events, Registration Tech and our entire platform of innovative solutions and services that can help organizations successfully manage and grow their events.   

About Personify 

Personify partners with associations, chambers of commerce, nonprofits, event professionals, YMCAs, JCCs and other organizations to help them bring people and ideas together. Our technology platform, combined with our professional service and support, empowers organizations of all sizes at every step of their journey. Personify’s integrated solutions enable clients to build reliable revenue streams and achieve greater success, and our partnership means they never do it alone.  

Part of the Personify suite of solutions, A2Z Events is a single connected platform for the ultimate event experience. Built for event professionals by event professionals, the robust all-in-one- event management solution is tailor-made to maximize attendee and exhibitor engagement.  

The post Personify Launches New A2Z Events Website and Announces GTR is Now Registration Tech  appeared first on Personify.

1. “Video Marketing in 2024: Trends and Statistics You Can’t Afford to Ignore”  

The events industry has always relied on engaging and connecting with audiences, but with the rise of video marketing, it’s become easier than ever. This blog takes a deep dive into the latest video marketing trends, including the dominance of short-form videos and the popularity of TikTok. With videos set to make up 82% of all consumer internet traffic by 2025, this blog provides valuable insights and opportunities for event professionals to stay ahead of the game.  

2. “Is the Hot AI Headshot Trend Worth It?”  

ProfilePicture.AI is the latest app that’s taken the events industry by storm, using artificial intelligence to create perfect profile pictures for anyone (and even our furry friends). This blog delves into the trend and explores whether it’s worth the hype. Whether you’re a professional or just looking for a good profile picture, this blog will give you the answer.  

3. “ECA Legislative Action Day 2023: Making Our Voices Heard on Capitol Hill”  

This year, event professionals stepped away from their events to make their voices heard on Capitol Hill. The ECA Legislative Action Day brought together industry leaders out to advocate lawmakers on the economic impact of the events and trade show industries. This blog shares the highlights of the day, showing the importance of taking action and making a difference.  

4. “Additional Words You Should Stop Using in The Events Industry…And Everywhere: Part 2”  

As the world becomes more aware of language’s power to perpetuate biases and stereotypes, this blog highlights the importance of examining the words we use in the events industry. Part 2 of the series explores more phrases and terms that promote exclusivity or have negative historical connotations. This blog provides valuable insights into shaping attitudes and actions in a positive way to create a more inclusive and welcoming environment for all.  

5. “Festivalization of Trade Shows – Myth, Reality or Bad Idea?”  

The concept of “festivalization” has been tossed around in the events industry, but what does it actually mean? This blog explores the idea and the impact of events like Fyre Festival, Woodstock ’99, and Burning Man on our desire to incorporate festival elements into trade shows. With insights and analysis, this blog offers a valuable perspective on the trend and its potential benefits and pitfalls.  

Conclusion 

As we conclude 2023 and say goodbye to all the excitement it carried, it’s clear that the events industry is constantly evolving and keeping us on our toes. These top 5 blogs have provided event professionals with valuable insights into the latest trends, technology, and advocacy efforts that will shape the industry in the years to come. From the rise of video marketing to the impact of festivalization, we’ve explored the opportunities and challenges that lie ahead for the events industry.  

 As we move forward into 2024 and beyond, it’s essential for event professionals to continue to educate themselves and stay up to date on the latest developments. By keeping a finger on the pulse, we can better understand their audiences and create experiences that stand out from the crowd. From incorporating new technologies to tackling social issues head-on, event professionals have the power to create meaningful change and impact in the world. So, here’s to another year of innovation, growth, and endless possibilities in the events industry! 

The post Exploring the Top 5 Most Popular and Impactful Blogs of 2023  appeared first on Personify.

One prevailing theme was that ROI is everything. Exhibitors want actionable conversations that lead to high-quality leads, not just badge scanning. They’re not interested in just any lead but rather valuable ones that translate into dollars. Therefore, quality conversations are essential, and organizers need to provide concrete demographics on the audience before the event. This will help exhibitors to talk to the right people, which is what they’re looking for. 

“For us, ROI is actionable contact, actionable conversation, “explains LaFleur. “We are looking for the number of actionable leads that are true leads, not fluffy. They are not just taking a badge scan to take a giveaway.” 

Saad agrees that true leads are essential. “I want to know how much we are closing from the result of our attendance at a trade show,” he says. “We tend not to collect many badge scans but collect the information from people with whom we have great conversations. People are qualified to purchase our services potentially.” 

Another critical trend is smart budgeting. Exhibitors are more thoughtful about their investments and want to know what they get for their money. Quality means everything, so event organizers must be honest about the numbers. Phone calls go a long way in building trust between exhibitors and organizers, and trade show organizers must offer creative sponsorship opportunities as well. 

“Just getting on the phone and keeping the conversation going all year long, and really nurturing that relationship, is so important,” Brush explains. “So, when it is time for them to sell us that prospectus, it goes a long way.” 

One crucial factor that exhibitors look for is impactful touches that go a long way. Make it easy for them and give them a high likelihood of value. Ensure that there are networking opportunities, and make it easy to exhibit. Give exhibitors step-by-step instructions, and everyone likes to be treated special. First-time exhibitor discounts also go a long way, and organizers must offer an Exhibitor Resource center, exhibitor education, and suggestions for activations. 

Knight says that networking opportunities for exhibitors and attendees is something that stands out to him when considering attending a show.  

“Networking opportunities are important; maybe have some event in a different area,” he says. Anytime we can network and socialize with the personas we are interested in helps us with building those connections.” 

In conclusion, the exhibitor’s wishlist for 2024 is clear – exhibitors want real value for their investment, whether in conversations that lead to quality leads or impactful touches that make their investment worthwhile. Exhibitors are thoughtful about their budgets and want to know what they get for their money. Organizers that can offer this value will attract more exhibitors and ensure that their event succeeds. So, to stay on top of the exhibitor’s wishlist, start thinking about these trends today! 

Watch the recording here.

The post Exhibitor’s Wishlist Unveiled: The Key Trends You Need to Know to Attract Top Exhibitors in 2024!  appeared first on Personify.

According to our recent research report of trade show and conference exhibitors, millennials are the most important demographic exhibitors focus on, with 47% indicating that this group was their primary target. With an estimated purchasing power of $1.4 trillion globally, event organizers must consider this demographic’s preferences when hosting events. Millennials are now (or will soon be) in a position to exercise considerable buying power, making them an attractive target demographic for businesses of all kinds. 

In this blog, we will dive deeper into trends and insights that will help event organizers cater to millennial attendees effectively. 

Technology is Key 

Millennials are a tech-savvy generation, and they expect technology to play a significant role in events. They want to be able to access information about the event using their smartphones, tablets, and laptops. They want to interact with exhibitors, sponsors, and other attendees on social media platforms before, during, and after the event. They want to meet and expedite connections with similar attendees through tools such as matchmaking (but they view matchmaking as something different).  

One great way to cater to millennials is by leveraging technology to create a seamless registration process. Millennials are always on the go and want to be able to purchase tickets, RSVP, check-in, secure their badges, and access event schedules quickly and easily. Intuitive mobile apps that allow users to access information on the go are highly appreciated by this generation. In our recent registration survey report, survey respondents said that their attendees value ease of use more than anything else. 

Another way to use technology to engage millennials is by creating interactive displays encouraging social sharing. Millennials want to share their experiences with friends and family on social media. By providing interactive displays and event-specific hashtags, organizers can increase engagement and widen their reach to more attendees. 

Lastly, event organizers can use tech to elevate the attendee’s experience. For example, they can provide a customized experience by offering interactive activities like virtual reality, gamification, personalized experiences, and more that will keep attendees engaged and excited. 

Sustainability Matters 

A recent study by Nielsen found that 75% of millennials are twice as likely to support organizations that practice sustainability and are willing to pay more for eco-friendly products. 

To cater to this demographic, event organizers should take steps to reduce their event’s carbon footprint. This can be achieved by using eco-friendly materials for event signage, reducing food waste by donating unsold food to local charities, and encouraging attendees to use public transportation or carpool. 

But it’s not just about the environmental impact. Millennials are also interested in how events give back to the local community. Consider partnering with local charities or non-profit organizations to incorporate a community service aspect into your event. For example, attendees could participate in a volunteer project or make a donation to a local cause. Don’t forget to involve your exhibitors and sponsors who may want to donate their product after the trade show to the local community versus shipping it back to a warehouse – it’s good press for your show and the exhibitors.  

And it’s also not just about displaying sustainability – it’s about following through with it. Make sure you communicate the sustainable initiatives you’ve implemented at your event, so attendees know what efforts you have made. Providing recycling bins may not automatically reduce your environmental impact, but it can also encourage your attendees to adopt more sustainable practices, leading to a positive ripple effect. 

By prioritizing sustainability and community involvement in your events, you not only appeal to the values of the millennial demographic but also contribute to a better future for all. It’s a win-win situation! 

Diversity, Inclusion, and Community (DE&I) 

When it comes to catering to millennial attendees, promoting diversity, inclusion, and community is crucial. This generation values authenticity and transparency, and they want to feel a sense of belonging at any event they attend. 

One of the best ways to achieve this is by offering diverse and inclusive experiences that celebrate different cultures and marginalized groups. Event organizers can hire or select a diverse set of speakers, performers, and vendors to ensure representation for all attendees. 

Another essential element is providing opportunities for networking and building connections. Millennials often prioritize building relationships over solely attending the event itself. So, offering community-building activities will go a long way in making attendees feel welcomed and appreciated. 

It’s also vital for event organizers to keep accessibility in mind when planning their events. This includes ensuring equal access for people with disabilities and other marginalized groups. Providing amplification devices, wheelchair accessibility, and sign language interpreters are just a few examples of what event organizers can do to make their events more inclusive. 

Finally, it’s important to remember that diversity and inclusion aren’t just buzzwords – they’re essential for creating real, meaningful connections with millennial attendees. Whether you’re planning a conference, trade show, or festival, make sure you’re actively working to create an inclusive and welcoming environment that celebrates diversity and promotes community. By doing so, you’ll create an unforgettable experience that will keep millennial attendees coming back year after year. 

Create Memorable Experiences 

This generation seeks unique and immersive experiences to share with their friends and family. A recent study found that 72% of millennials prefer to spend money on experiences rather than material things.  

One way to create memorable experiences is by focusing on the overall ambiance of the event. Millennials are drawn to events that offer unique and aesthetically pleasing environments that allow for socializing and networking. Think of a music festival that incorporates art installations, food trucks, and interactive pop-up shops. Providing a holistic and well-rounded experience is sure to leave a lasting impression on attendees. 

Another way to create memorable experiences is by offering attendees exclusive access to speakers, workshops, or demonstrations. Millennials want to feel like they’re part of something exclusive and unique. Offering VIP experiences can help create a sense of camaraderie and exclusivity that appeals to this demographic. 

Lastly, event organizers can create memorable experiences by incorporating surprise and delight moments throughout the event. This can be anything from small giveaways, special guest appearances, or unexpected activations that catch attendees off guard and leave a lasting impression. 

By focusing on creating memorable experiences, event organizers can cater to the millennial demographic’s desire for unique and personalized events that go beyond the traditional conference or trade show. With a little creativity and attention to detail, organizers can create events that will leave a lasting impression on attendees and build a loyal following for years to come. 

Conclusion 

Catering with thoughtful event design to millennial attendees is crucial in hosting a successful event. From integrating technology to promoting sustainability and community involvement, event organizers must follow the trends and insights to attract this influential consumer group. The purchasing power of millennials is enormous, and businesses of all kinds are striving to capture their attention.  

As event professionals, our job is to create unique and immersive experiences that offer value to all attendees. By following the latest trends and insights, we can ensure that our events not only attract but also retain this crucial demographic. So, let’s embrace technology, sustainability, diversity, inclusivity, and community-building activities to create memorable experiences that will leave a lasting impression on our millennial attendees. 

The post How to Cater to the Millennial Attendee: Trends and Insights for Event Organizers appeared first on Personify.

Events in the Social Media Era   

Weeks and days leading up to the festival, there were numerous official and unofficial groups about the Ocean’s Calling Festival. The energy was palpable leading up to the event. People were planning meetups, recommending great places to eat and drink, and even arranging transportation.  

This all changed once the event kicked off. Festival goers were complaining about everything. The security and food lines should have been shorter. The stages were too far apart. Everything costs too much. People stepped on their blankets. There needed to be more buses to transport people. 

On the other hand, others posted that everything was great, and it was the best festival they had been to. Organizers were doing a fantastic job with everything. These posters were trying to drown out the noise and complaining about the complainers.  

How can the same festival ignite such polar opposite opinions? And what lessons can we take away to apply to our events? 

Understanding and Setting Expectations 

Reading the rants on social media, it was clear that people didn’t know what to expect of an event of 50,000 people in a relatively small area and how to prepare for it. A beach festival is far different from the lawn at Wolf Trap. Weather can be unpredictable. Cell service can be spotty. Public transportation might be challenging at key times. Prices are inflated. The list goes on.  

Setting the expectations of your audience is critical. As event organizers, we often assume attendees have experienced similar experiences and know what to expect. I would err on the side of educating every attendee. While not everyone will read these helpful guides, it helps.  

For example, on Day 2 of the festival, the city and organizers made adjustments but advised attendees to seek other travel options if they didn’t want extended bus wait times. Based on the social media posts, everyone adjusted. Attendees can often quickly adapt if they know how to make it happen.  

Know Your Demographics  

As I scanned the crowd, I saw all age groups. Some of the artists attracted a younger audience for sure. That said, many of the acts performing and the cost tended to push the audience older and more affluent. Some of the most expensive tickets were nearly a thousand dollars. This was not an inexpensive event if you added on the cost of meals, merchandise and several nights’ accommodations. 

Understanding your event’s demographics will help you develop a better experience to cater to those needs. At my age, I was excited to have something other than portable toilets and a place to sit. I was looking for more of a premium beverage and better food. While I am not saying that it isn’t of interest for every demographic, I heard some concertgoers looking for “cheap beer.” What will be important for your audience(s) and can you meet those expectations? And more importantly, can you increase revenue by knowing those desires?  

Premium = Revenue 

As you understand your demographic better, you also can understand the “revenue levers” to drive increased revenue. Can your audience afford (and want) a more premium experience?   

At Oceans Calling, every step closer to the stage costs more money. Want nicer bathrooms with less of a line? Want access to premium lounges with food included? It’s smart business as people are willing to pay. Only some audiences will have the means to pay for such premiums. However, exploring upgraded experiences, even if just for your VIPs at no cost, will create a more memorable experience.  

Logistics & Staffing 

Having overseen city-wide festivals attracting 70k people, I know how critical staffing and logistics are. It is often easy to overlook and more challenging in the current employment landscape. Large signs and dedicated staff for “Festival Experts” were easy to find throughout the festival grounds when you needed help. Gates were well-staffed to get people into the festival quickly and safely. As part of expectation setting, the organizers had made multiple posts and communications on what was allowed into the festival to speed check-in. Even having bag or no bag lines and RFID scanner ticket checks after security, all were designed to keep traffic moving.  

Involve the Community 

Whether it is a conference, event or trade show – involving the community and surrounding businesses is just good business. Events are huge economic drivers for the towns they are hosted in.  

Creating opportunities for local businesses to benefit and increase revenue goes a long way. At the Oceans Calling festival, boardwalk restaurants, shops, bars and entertainment got a piece of the nearly 50k per day attendance. It also gave out-of-town festival goers a chance to try a few of my OC favorites, Thrasher’s French Fries, a boardwalk Wrapper, ice cream from Dumser’s, Dolle’s Carmel corn, and many other local favorites. The festival also worked with local organizations to feature and help with items such as aluminum recycling.  

Can your attendees become involved or provide services or benefit your host city? For example, The American Society of Landscape Architects (ASLA) conference exhibitors can donate their materials to the underserved communities in the town where they host their event. 

What Makes a Festival a Festival? 

So, what makes a festival so special? Is it the shared experience of the event? The music? Multiple venues? Or is it being surrounded by similar or like-minded people (a community per se)? The communities at our events and with organizations are what we often do well already. Will festivalization amplify that?  

Or if we are being honest with ourselves as event professionals, is it simply bringing the “show back into our shows,” as Stephanie Selesnick, President of International Trade Information, says.  

I would argue in this post-pandemic world; we need to understand who our audience is and what they want before we “festivalize” in hopes of attracting the TikTok or Instagram crowd to make our event “go viral.” Do the core tenets of a festival make sense for your group? Will it distract them from the business at hand, connecting buyers and suppliers or gaining content for career advancement? How does this impact the audiences differently of a B2B versus B2C events?  

What does festilazivation mean to you and your events? 

The post Festivalization of Trade Shows – Myth, Reality or Bad Idea?  appeared first on Personify.

These events illustrate how crises, even outside or near your event can have severe financial, reputational and disruptive implications for event organizers. Hurricane Katrina, for example, caused over $100 billion in damage and negatively impacted tourism in the city for years. At the same time, the Route 91 Harvest Festival shooting’s long-term effects on the music festival industry are still being felt. And the impact of COVID-19 on the event industry has been staggering, with billions of dollars in lost revenue. 

Navigating such crises requires intricate planning, coordination, and communication with stakeholders. Event professionals must be equipped with the necessary competencies, like crisis assessment, response, recovery, and evaluation, to prepare for, respond to, and learn from crises. This blog will explore the strategies and tools that event professionals can leverage to mitigate and recover from crises effectively while ensuring the industry’s long-term success and sustainability. 

Understanding Types of Crises  

In the fast-paced and unpredictable world of events, crises can arise anytime. From natural disasters and security breaches to financial issues and health emergencies, event professionals must be prepared to handle a wide range of potential crises. 

Some of the most common crises in the event industry include severe weather conditions, accidents, medical emergencies, technological failures, data breaches, and security threats. Each of these crises can significantly impact the event, its attendees and exhibitors, and the professionals involved in planning and executing it. 

In the case of severe weather conditions, events may need to be postponed, relocated, or even canceled altogether. Accidents can result in injuries or property damage, while medical emergencies require immediate medical professionals’ attention. Technological failures such as power outages or equipment malfunctions can cause major disruptions, and security threats can risk attendees’ safety and security. Overall, understanding the various types of crises in the event industry is imperative for successful event planning. 

Preparing for a Crisis  

Effective planning for a crisis is the first step in successful crisis management. Event professionals must develop comprehensive crisis management plans that outline preventive measures, response strategies, and communication protocols. These plans must be flexible enough to accommodate different crises and updated regularly. 

“As a Public Safety and Crowd Management professional, I recommend that any crisis management plans should be written in generalities to note where your concerns are for your particular event(s),” explains Mark R. Moss, Vice President of Sales & Marketing at RA Consulting.  

Moss added that this is important because every major, and most minor facilities and properties have crisis and emergency management plans that will ultimately drive true crisis and emergency management in their facility. 

The preventive measures in a crisis management plan include screening and vetting vendors during the planning phase, conducting safety and security audits, and implementing contingency plans for potential disruptions. Response strategies might consist of the following: 

• Establishing emergency procedures and protocols. 
• Designating a crisis management team. 
• Conducting periodic drills to prepare for emergencies. 

Effective communication is critical during a crisis. Event professionals must have a clear and concise communication strategy that outlines who will be responsible for communicating with stakeholders during a crisis and what information will be shared. 

Transparency is also key. Event professionals must be honest and forthcoming with everyone involved about the crisis’s impact and how they plan to navigate it. Offering frequent updates and answering questions in a timely manner can help manage expectations and mitigate any negative impact on the event’s reputation. 

Amy Peters DES, Vice President of Events at ASIS International reiterates the importance of making sure the whole staff gets a copy of the crisis management plan, as well making sure everyone is in the know. 

“Ensure that the lines of communications, as well as the methods (cell, radio) are crystal clear,” Peters said. “Establish an off-property meeting site for staff in the event of an evacuation.” 

Implementing a Crisis Management Plan 

Implementing a crisis management plan is essential in ensuring that potential crises do not result in disastrous outcomes for your organization. When a crisis occurs, there is usually a sense of panic and urgency; this is where the crisis management team comes into play. The team must remain calm, composed, and analytical while responding quickly and effectively. 

The first key element in implementing a crisis management plan is assessing the situation. This involves gathering as much information as possible to identify the severity of the crisis, the potential consequences, and the parties involved. This will help the crisis management team determine the resources, response protocols, and communication channels required to manage the crisis effectively. 

Activating the appropriate response protocol is the second step in implementing the crisis management plan. This protocol typically includes alerting the relevant authorities, securing the premises, evacuating everyone, and contacting emergency services if necessary. It is critical to have a well-defined crisis response protocol to ensure a quick and effective response in these situations.  

Acknowledging that a crisis can have severe financial implications, reputational impact, and legal liabilities is essential. The crisis management team should clearly understand the organization’s risk and exposure to such factors to address and mitigate the consequences appropriately. This may involve legal counsel, insurance providers, public relations experts, and other relevant stakeholders. 

Learning and Growing from a Crisis 

Every event carries some risk, and every crisis presents a unique set of challenges to event professionals. The COVID-19 pandemic has taught event professionals that they need to plan for crises that can impact events at every level, and that means incorporating new strategies into their crisis management plan to help them adjust to changing circumstances and stay ahead of the curve.  

To ensure that the crisis management plan is comprehensive, event professionals must effectively evaluate their response protocols, communication strategies, and decision-making processes. During crisis management situations, the ability to respond quickly, effectively, and with accurate information is essential for success. Therefore, evaluating the internal communication system’s strength is crucial because it is the backbone of a successful event crisis management plan. Additionally, reviewing the effectiveness of the plan’s decision-making process is vital, as it can significantly impact the event outcome.  

Regular post-event debriefs are an essential element of crisis management planning. It provides an opportunity to review the decisions, communication strategies, and actions taken during the crisis and revise the crisis management plan as necessary. It is important to debrief the entire team, including staff and volunteers, to gather valuable insights and feedback.  

Event professionals must also learn from other professionals’ experiences worldwide. The event industry is a global industry. Therefore, event organizers must stay up to date with industry standards, best practices, and learnings from previous crises worldwide. There are workshops, webinars, and conferences available to event professionals to expand their knowledge base, learn new strategies and skills, and share insights with others. 

The Bottom Line 

Navigating crisis management in the event industry requires extensive planning, preparation, and effective communication. From severe weather conditions and security breaches to health emergencies and technological failures, event professionals must be prepared to handle various potential crises. 

By understanding the types of crises that can occur, preparing for a crisis, and implementing a crisis management plan, event professionals can mitigate potential damage to their reputations and ensure the industry’s long-term success and sustainability. In the fast-paced and unpredictable world of events, crisis management is a fundamental competency that must be embraced to navigate through uncertain times successfully. 

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While it seems obvious you would want all your event data in one place, you might be surprised to learn many event management software solutions aren’t built this way. As a busy event professional, the last thing you have time for is logging into each event to get data, send communications, update your conference sessions, etc. And like most of our clients, they manage more than one event – some over 100. Whether it is two events or two hundred – A2Z Events is designed with your time and needs in mind.  

#1 – Holistic View of the Data 

Organizational leaders across the globe are demanding a more holistic view of their data to make more meaningful and predictable strategic decisions. With one system capable of looking at not just multiple years but different events – looking for those trends and data drive intelligence is easy with A2Z. For example, how are these sponsorships performing compared to last year’s event? How are they compared to previous years? How are they performing compared to our other events selling the same sponsorships? Imagine this and all your other exhibitors, sponsors, and registration data at your fingertips in one system.  

#2 – Power Tools  

Just as important as the data are the tools needed to pull it. With a few clicks, A2A offers easy-to-use industry-standard pre-built reports to our Business Intelligence (BI) and Reporting Engine. On the rare occasion those two tools can’t get you what you need, we also have custom reporting available. It’s time to stop logging into multiple events, downloading the data, and using spreadsheets to analyze your event data across years and shows.  

#3 – Improved Efficiency  

A central location (Global HQ) allows your team one central location (versus logging into each event) and saves critical time and hassle. It also increases accuracy as your team no longer needs to pull and review information, settings, and configurations from multiple sites. And for your audiences, having their data and information flow from event to event reduces the hassle for on your team and your companies.  

#4 – Sales (and Revenue) Ready 

How often do you have a company ask your sales staff – “What did we do last year?”  

Being able to view their booth location, size, spending, sponsorships, etc., for each year and each event you manage, A2Z speeds sales velocity and authority of your sales team. Imagine trying to click around into different event systems to see this information and use your calculator to add it up.  

#5 – Finance Team Dream  

Yearly audits, no problem. Insurance claims, easy. Reconciliation, a breeze. Company spends for the past five years, two clicks. Financials are at the heart of A2Z, which is why CFOs and finance teams have relied on A2Z for their event financials. The ability to quickly access company and financial data across events and years makes our financials the industry standard.

As you can see, multi-year, multi-event event management software should be a must as you consider solutions, not just for your events team, but your entire organization. 

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1. Does your partner understand the events’ landscape? 

At A2Z, we have 25 years of experience as a leading trade show and events management software provider in North America. We work with various events, from conferences to trade shows, and have the expertise to support your event management needs. Our team is not only experts using our solutions – they understand the industry’s best practices (many are former event professionals themselves).  The average experience in the events industry is over 10; many hold their CEMs and other industry credentials. At A2Z, we’re more than just a software provider. 

2. What kind of service experience can I expect?  

When it comes to event management, it’s not just about the technology you use; it’s also about the level of support you receive. You want a partner that offers a top-notch white-glove service model that provides you with a dedicated Project Manager (PM) who will guide you through every step of the process. With our A2Z Services Suite, we assign a PM to each client who serves as the key point of contact throughout the event’s lifecycle. Your PM will consult with you on how to use the system to meet your show needs and objectives and even facilitate an education plan for your team. Ask your potential partner about their service model and how they will ensure you get the most out of their software.  

3. How will you ensure that my team is trained?  

Training and education are crucial to ensuring that your team can get the most out of your event management partner’s software. They should provide comprehensive training options, including live interactive sessions, recorded videos, and documentation. Their training process should also be ongoing, as the software and features constantly evolve. Our in-house Training Team conducts highly interactive, feature-specific virtual training sessions regularly so your team will have continuous opportunities to enhance (or refresh) their knowledge and use of new features at various points during the event cycle. Make sure your potential partner has a similar training program in place so your team can be fully prepared. 

4. How configurable is your software?  

Every event is unique, and your event management software should reflect that. Ensure you know your specific requirements and ask if your potential partner can accommodate them. Ask your event management partner about their software’s configuration level and how flexible it is to adapt to your specific requirements. A2Z Events software provides high configurability to meet unique needs and objectives. 

5. How will you help measure the success of using your software?    

Measuring the event’s success and using your software is critical for understanding what worked well and what could be improved in the future. Ask your event management partner how they will help you measure success and the tools, including what kind of analytics and reporting tools to help your team measure it. At A2Z, we provide a range of analytics and reporting tools to help our clients gauge the success of their events and make data-driven decisions for the future. 

In conclusion, choosing the right event management software partner is crucial to the success of your event. With the right partner, you can expect a top-notch service experience that offers comprehensive training options, configurable software, and expert event management advice.  

At A2Z, we pride ourselves on being more than just a software provider. We are a partner in your success, and with our newly enhanced A2Z Services Suite, you can trust that you’re working with a top-tier event management partner that will help you achieve your event goals and drive success. Contact us today to see how we can help you deliver seamless and successful events. 

The post Choosing An Event Management Software Partner: 5 Key Questions to Ask  appeared first on Personify.

At the forefront of video marketing trends is the rise of short-form videos and the domination of TikTok. Our research shows that videos will account for a whopping 82% of all consumer internet traffic by 2025, while video streaming will make up 91% of global internet traffic. These statistics present both opportunities and challenges for event professionals, but the bottom line is clear: video content is king.  

What’s more, incorporating video marketing into your event strategy is sure to have a significant impact on your sales and ROI. In fact, according to our research, video ads generate 12 times more shares than traditional image-based ads, and a whopping 88% of marketers agree that video has improved their ROI. By using video in your marketing efforts, you increase your chances of boosting customer engagement, brand awareness, and loyalty.   

To take your video marketing to the next level, it’s essential to consider personalization. Over 80% of consumers say that they are more likely to engage with a video that speaks directly to them, which is why marketers are turning to AI-powered tools to create personalized content. By doing so, you can create a video strategy that resonates with your target audience, increasing your chances of conversion. For example, can you have a recognizable figure in your event industry share why they are attending? Or a well-respected company sharing the value of participating in exhibiting or sponsoring?  

But the rise of augmented and virtual reality technologies is where the excitement truly lies. Over the next few years, this industry is set to explode, with a projected market size of over $109 billion by 2026. As an event marketing professional, incorporating these technologies into your strategy can help you create immersive experiences that truly appeal to your audience.   

In conclusion, video marketing is essential for those looking to engage and connect with audiences and drive growth for your event. By staying up-to-date with the latest trends and statistics in this rapidly evolving industry, you can create video content that truly resonates with your audiences. Our research underscores the importance of video marketing at events, and we’re excited to see how this industry will continue to grow and evolve in the years ahead. 

20 STATISTICS YOU NEED TO KNOW 

1. In 2024, TikTok is predicted to surpass Facebook as the most popular social media platform for marketing videos. 

2. By 2025, videos will make up 82% of all consumer internet traffic. 

3. 90% of consumers say that video can help them make a purchasing decision. 

4. LinkedIn users are an incredible 20 times more likely to share video content than any other type of content. 

5. In 2024, it’s projected that the average internet user will spend almost 100 minutes per day watching videos online. 

6. According to a recent survey, companies have found that their emails that contain video have a click-through rate that’s over 300% higher than that of traditional emails with no video. 

7. Video streaming is estimated to account for 91% of global internet traffic by 2024. 

8. The average internet user will consume over 100 minutes of online video content per day by 2024. 

9. Short-form videos are in high demand, with 85% of viewers preferring videos that are 15 seconds or less. 

10. Video SEO is becoming increasingly important, as Google reports that videos are 50% more likely to appear on the first page of search engine results. 

11. A staggering 97% of marketers state that video has helped increase user understanding of their product or service, while 76% say that it has helped them increase sales and revenue. 

12. Social media video ads generate 12 times more shares compared to traditional image-based ads. 

13. YouTube’s dominance in video marketing is expected to continue, with a forecasted 2.85 billion monthly active users by 2025. 

14. The use of AI in video marketing will increase, with over 60% of marketers planning to use AI-powered tools to personalize their video content. 

15. 88% of marketers agree that video has improved their ROI. 

16. Live video will continue to dominate internet traffic, with an estimated 25% of total traffic expected to be from live videos by 2025. 

17. The rise of virtual reality (VR) and augmented reality (AR) technologies will revolutionize the video marketing industry, with a projected market size of over $109 billion by 2026. 

18. Video personalization will become a game-changer for businesses, with over 80% of consumers stating that they are more likely to engage with a video that speaks directly to them. 

19. According to research, 70% of consumers say that they have shared a brand’s video on social media. 

20. Millennials and Gen Z consumers are more likely to watch brand video content on social media than on traditional advertising channels. 

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