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Can You Afford To Do It The Old Fashioned Way? #eventprofs #assnchat

Part 2 of 2:  Taking good ideas into the future

In Part 1 of this series (Better, Cheaper, Faster and Greener . . . You Want ‘Em All?) we provided an overview of some events technologies and how they are being used to cut costs and run a more sustainable meeting or event.  Part 2 brings together additional ideas for how modernizing an event and taking advantage of some new trends will actually continue to lower the cost of running a successful event.

Some say we’re starting to claw our way out of this current recession. But we all know things will never be the same again.  Much of the cost-cutting measures we’ve endured will remain in effect for years to come.  Splurging for better food, entertainment or production will likely return as the belt loosens up.  However, the need for efficiency, connectivity and better data coming out of an event is here to stay.  The realization that an event can run more efficiently and for less money isn’t something a CFO soon forgets.

For example, think about the trends in social networking.  Did you realize part of what is driving technologies like Twitter, LinkedIn and Facebook is the public’s demand for connectivity?  More people are looking for a new or better job. Sales professionals are clamoring for their next leads.  The general public wants to connect on a personal or professional level.  Over the past several months, we have come to rely on social networking to fill the void that was otherwise fulfilled through more traditional means. As a result, we are now seeing new technologies to help people connect before, during and after a tradeshow or event.

The Old Way
Used to be, there were a specific list of events you attended each year.  You’d sign up and show up. Maybe look at the event website and do a little planning, but for the most part, you knew what you were going to do: Attend some sessions, walk the show floor, meet colleagues and renew the learning and motivation that comes from a good event.

1. You show up at the event,
2. collect your badge, bag and show materials.
3. Then proceed to fill your bag and fill your mind with information.
4. When the event ends, you sift your bag and decide what will make it home.
5. Back at the office you have fallen behind so you dive back into work with another pile on your desk as a memory of the event.
6. There are follow-up emails, mailers, phone calls and some of the information remains useful, but much of it fades within a few weeks.

A brief look at the dollars spent to create a temporary immersion is a bit troubling if the average experience looks like this.  You or your company spent money for you to go, vendors spent money to get your attention and the event producer spent lots of money and labor to arrange the event.

The New Way
It is no longer assumed that you will simply attend the events you’ve always gone to.  Attendance is down because people have to be more selective with their shrinking budgets. So how does one choose which shows to attend?

Much of the benefit is now available well ahead of the event.

• Through better event websites, people can browse the event contents.
• Social networking is embedded into the pre-event communications so attendees can easily see who in their LinkedIn or Facebook networks is going.
• Speakers have fan pages, bios, blogs and online materials to review.
• Vendors are scheduling booth appointments and launching full-scale marketing campaigns to pre-qualify the leads.

All of this pre-event activity ensures the dollars spent will turn into value for every participant. During the event, technology is being used so attendees can gather electronic materials to their personal web page.  Co-workers back at the office can see what is happening at the show since fewer are attending this year.  Twitter feeds, streaming video and even virtual events happen as simultaneous channels to the live event so there are more ways to interact.

We’re seeing that while attendance may be down, the quality of the attendee is way up.  A single exchange of information now has lasting impact for entire groups of people instead of a fading memory.

After the event, there is web-based content to keep the discussions going.  Electronic reporting ensures follow-ups are relevant and qualified.  Where all of the data and connectivity is new and exciting, what’s even more exciting?  These new methods cost less than the old way.  Trackable and electronic information is replacing traditional design, printing, shipping and drayage.  Other reductions in the expense of attendance tracking, lead management equipment and labor add up to tens of thousands of dollars a show must reduce to stay healty.

Making the transition
This is not an overnight evolution.  It starts with knowing your audience and listening to what they want.  Timing is critical because this is already happening.

Many organizations have made the first few steps to add some social networking components.  Rather than taking a reactionary approach to shrinking attendance and weakening sponsor/vendor support, reach out to those groups and open a discussion on how you are modernizing your event to create better value for everyone involved.

Select a partner that can help you maximize your existing resources and make the transition to a relevant and connected event that will survive and event thrive in ANY economy.

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