RESOURCES

6 WAYS EVENTS ARE CHANGING

AND WHAT TO DO ABOUT IT

Copyright GenieConnect Ltd

GenieConnect | RESOURCES

A recent survey conducted by GenieConnect found some surprising information about event attendees likes and dislikes. This document explores the key changes, and the implication for the event industry.
1. The need to justify attendance
Attending an event is a substantial investment in time and money. Even senior managers no longer take time out of the oce just because they want to. Benets for attending must be tangible and event organizers are challenged to make it easy for people to understand the value and to report on the knowledge they have gain from attending an event. The best event organizers think in terms of providing a business case for attendees (like they do for exhibitors) to ensure the value of the event is clear to encourage registration. Additionally, its essential to provide tools for attendees to actually track the connections, learning and opportunities that arise at the event to culminate in a tangible list of real business benets.

2. Online behaviours are becoming dominant

As social media accounts and other online proles become ubiquitous, businesses of all kinds are making it easy for people to connect with them and register for services. Event registration is typically still associated with lengthy registration forms often with more than one for dierent services. Of course there are specic questions and demographic factors that are important for specic events, but people soon tire of lling in information that feels superuous or repeated. LinkedIn or Facebook 3rd party social media proles can be maximized to integrate with the core registration function to minimize the risk of losing registrations.

3. Paper brochures are a thing of the past Printed materials, either from the event organizers or exhibitors, are no longer considered very valuable, and at worst, are considered wasteful and harmful to the environment. GenieConnect research found that almost 1 in 4 event attendees found carrying literature was the worst thing about attending an event. All printed materials start their life as computer generated les and people understand that they can access everything online if they want. Event organizers and exhibitors need to acknowledge this and provide content on mobile devices, use QR codes, or follow up by sending people information they request electronically. The better organizers and exhibitors see this as an opportunity to demonstrate innovation and to stand out from the crowd who clutter their events with material that people would rather not have.

Copyright GenieConnect Ltd

GenieConnect | RESOURCES

4. Exhibitors are not the only attraction

GenieConnect research found that while meeting exhibitors was a compelling reason to visit an exhibition for older age groups (54% among over 55s) it dropped o quickly among younger age groups (33% among under 24s). The same research found almost the opposite trend with regards to unique session content: 42% of under 24s viewed it as the main reason to attend versus 19% of over 55s. Younger generations are more aware that they can nd any supplier they need with a web search, and thus, suppliers actively seek them online. The value of meeting exhibitors at an event is therefore one of engagement, not discovery, and is more easily substituted with alternative methods. Valuable session content is considered more compelling, and event organizers are advised to focus on relevant and thought-provoking content at their events presented by industry-known and respected authorities.

5. Mobile phones do everything

Most attendees at events regularly check emails, using social media and make calls from their mobiles. While the ability to stay connected helps decreases the opportunity cost of attending an event, the fact remains that time spent dealing with distractions elsewhere erodes the value of the event and the exhibitors that have paid to meet them. Use the mobile phone as a core event benet. Deploy a mobile app for your event and harness social media activity, engage attendees with messages and feedback as well as oer a compelling mobile experience to enhance the event.

6. Navigation is key
GenieConnect research found that younger attendees found navigating around larger events a bigger problem than older attendees. This trend corresponds with the reliance on SatNav and mobile mapping services that are now ubiquitous in everyday life. Younger users instinctively turn to their Smartphone to assist them in nding their way, key points of interest and solve other issues of navigating. The best event organizers should provide image-based maps of the event designed for mobiles to connect with attendees desire to navigate the way they expect.

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