Corporate meetings and Event technology - The Pandemic Effect

With country-wide lockdowns, there was an obtrusive question in front of every event planner: Is the future of events in danger? However, recent trends in event technology have proven the industry’s adaptability and resilience. The beginning of the pandemic produced unprecedented challenges for the events industry. From multi-national companies to local markets, all businesses that relied on in-person meetings were staggered and faced heavy losses.

The events industry pushed through 2020 by quickly pivoting to virtual events. Organizations embraced the benefits of event technology within a span of weeks, which would otherwise have taken years. The bottom line: the events industry adapted and transformed itself and emerged more powerful than ever.

The Latest Trend: Virtual Events

Before the pandemic, in-person events provided an ocean of opportunities to network, build meaningful connections, and interact with attendees and sponsors. Once things went virtual, a new and unique audience emerged: people who could now attend events that were previously inaccessible to them. With the click of a button, they could step into a virtual experience they couldn’t have experienced before.

When Event Technology Saved the Day

The rapid transformation of the events industry wasn’t possible without the adoption of event technology. Marketing leaders and planners quickly embraced and leveraged a new mindset and skillset almost overnight to keep the wheels turning, committing swiftly to digitalization.

Clearly, technology is indispensable in the new world of events. Features like live polling, interactive Q&A using event apps, and appointment scheduling tools are now commonly used by attendees and planners alike. In addition to being useful tools in and of themselves, these technologies have the added benefit of boosting active engagement and interaction. Post-event features like surveys, live feedbacks, and built-in lead tracking are also vital solutions, allowing organizations to measure ROI of their virtual events.

Will Virtual Events Go Away in Future?

Virtual events opened the world to new possibilities, offering previously impossible advantages to event attendees and planners. Suddenly, attendees could check in at an event from the comfort of their homes, and with registration and attendance just a click away, attendee numbers quickly spiked. When survey respondents were asked about the effectiveness of virtual events before and after the pandemic, their perception of virtual events had drastically improved.

Say Hello to Hybrid Events

As COVID-19 infections drop significantly and governments ease travel restrictions, everyone’s excited to be able to connect and network in-person with the added advantage of attending events remotely when more practical. Viola! We now have hybrid events in the mix. Just like virtual events took center stage in 2020 and most of 2021, hybrid events are forecasted to be the next big trend.

Will Technology Save the Day Again?

In the GBTA study, over half of the companies highlighted attendee engagement as the topmost challenge with hybrid events. Organizations are apprehensive about remote attendees not being able to network with in-person attendees, participate in education sessions, and visit expo booths, to name a few. They fear that such challenges might mean lesser engagement and event value.

The Recovery of In-Person Events

While it’s a long road to the return of in-person events, most meeting and event planners are optimistic about what the state of in-person events will be by early 2022. According to the GBTA study, 67% of companies expect the industry to recover by Q1 2022, with 52% of respondents expecting simple meetings (attendee count 50 or lower) to return within a year. Larger events and conferences could take two to three years to return to pre-pandemic levels, according to most respondents.

For instance, organizations are now planning to include pandemic-related Q&A in RFPs for venue sourcing. These could include sanitation and hygiene planning, disaster recovery and outbreak response, food preparation practices, staff training, AV infrastructure, etc. The most crucial factors will be a venue’s requirements for mask-wearing, the maximum number of people allowed in a room, and social distancing requirements.

Event Technology Is the Answer

Marketers and event planners have always relied on technology to manage the complex areas of event planning, including venue sourcing, RFP issues, registration, surveys, and more. Because of the pandemic, however, the reliance on technology is more prominent than ever. The pandemic threw unique challenges at events professionals, and our industry countered with the best technology at hand – even creating new technology.

As different industries recover from the pandemic, corporate meetings and events will continue to evolve and adapt with the aid of technology. In-person meetings will eventually come back, but until then, virtual and hybrid meetings are the stars of the show. As you plan your next event, take the time to research and invest in event technologies, training, and tools that will help you stay ahead of the game.

5 Keys to exceptional event partnerships

Becoming known for hosting collaborative, productive events is what helps a venue win valuable business again and again.

Venue managers face stiff competition when it comes to securing new event businesses. Winning return clients isn't easy either — even when organizers have repeated locations for years on end. The reality is that the expectations of event planners and attendees are evolving rapidly. For many venues, loyalty to a location or a brand is no longer enough to keep clients coming back.

Regardless of event size or scope, successful partnerships tend to have five core components in common.

1. Location alignment is critical to event partnerships.

Failed event partnerships sometimes start with false advertising. An eagerness to win clients may motivate venue managers to overstate capabilities or overpromise on resource availability (for things such as food and drink service, audiovisual assistance, check-in help, or onsite coordination). Integrity is at the core of every successful partnership, so venues must market their offerings appropriately. Locations should always be a fit for the event size, attendee expectations, market demographics, and the capabilities needed to pull off the show. And if an organizer needs extra hands that the venue can't spare, being straightforward about that will help ensure the event budget is allocated appropriately to cover all necessary resources.

2. A clear 'why' makes for better event partnerships.

Organizers judge event planners on their ability to satisfy an event's point or objective (such as a fundraising goal or membership increase) and support the organization's larger purpose or mission. When venue managers understand the “why" behind events — and collaborate closely with planners to ensure they deliver on it — their partnerships are more likely to succeed.

3. Quality content makes for the best event partnerships.

A high-quality, right-fit location and meaningful purpose help make an event memorable. But ultimately, it's the experience itself that attendees keep with them long after they leave. Quality content and immersive experiences can transform an event from kind of memorable to (potentially) unforgettable.

Organizers and planners typically have clear ideas about what information or opportunities they want to share with attendees. Venue managers should invest in understanding what those are, why they matter, and what makes them meaningful to participants. Those insights boost the likelihood that attendees walk away wowed by the experience.

4. Tech that augments is great for partnerships.

Earning “wows" from a crowd can have a lot to do with technology. Events are getting more and more digital every day — with things such as mobile-app agendas, social media integrations, and live-streamed video becoming practically commonplace. Of course, we've all been to events where technology tends to distract from the content. IT issues and audiovisual problems can happen at even the most well-planned events, for example, but they disrupt audience members out of otherwise immersive experiences. Successful events use technology to enhance the experience, rather than detract from it.

5. Post-event engagement is critical to partnerships.

The best events don't end when the onsite part is over — they create momentum that continues. Effective organizers and planners craft follow-up strategies to keep attendees engaged (and active in the event's “why") well after they leave the venue. Event partnerships shouldn't end when the curtain comes down, either. It's important for hospitality professionals to nurture their relationships with planners. Showing a sincere interest in how attendees enjoyed the event and how well the organizers' objectives were met helps solidify a partnership. From there, it's about keeping the lines of communication open and earning a reputation for consistent excellence.

Earning repeat business and referrals to new clients requires something else: a reputation for the venue being an ideal partner to event planners. The best events result from collaborative, productive partnerships between event planners and the hospitality professionals they choose to work with.

Reach Young Event Planners

Reach Young Event Planners: how to Get It Right...

Millennials and Gen Zers are leading the technology charge with their widespread adoption of smartphones and social media. More than 9 in 10 millennials own a smartphone, and 86% of millennials use social media. For Gen Z, 95% have a smartphone and 55% use it for five or more hours a day.

So as millennials and Gen Z enter the workforce, they’re not just changing the way we interact with each other; they’re also changing the way we work and do business, too — especially in the meetings and events industry. This means that coming up with a strategy to reach young event planners is as important as ever.

In a previous report 47% of planners surveyed were either millennials or Gen Zers. This generation of younger meeting planners is serving a growing number of younger professional attendees — and both groups demand that events and venues offer innovation, interactivity, and social media shareability.

It’s not enough anymore for hotels just to provide free Wi-Fi. To attract this younger generation of planners and business travelers, venues need to step up their game across the board in a variety of ways. But hoteliers don’t need to start from scratch or reinvent the wheel. Let’s take a look at how some other venues and hospitality brands are catering to these experience-hungry and social-centric guests — and how you can do the same.

Examples of how to reach young event planners:

One area where hoteliers can play an integral role is in experience creation since millennials especially have an affinity toward experiential trips. Airbnb has led the experience curation trend with its evolution from a simple home-sharing site to a full-fledged vacation monger. It now sells whole packages and trips, specially crafted to appeal to various interests and activity levels. Handmade pasta classes with grandma in Italy or desert adventure tours with a local guide in Oman are just a few examples of the unique, local experiences that Airbnb now offers.

The hotels will offer meeting planners the option to infuse Headspace content and experiences into their meetings, helping them check the wellness box that their younger attendees are looking for. Hyatt is also launching a new meditation experience exclusively for meeting and conference attendees, also powered by Headspace content. Hyatt guests get complimentary in-room Headspace content and access as well.

Take the swanky, sophisticated, and just plain cool Radisson RED, with its playful twist on the conventional meeting, event, and common spaces. Every room and space is treated as a work of art and is designed for the wow factor, with an eye to elements that reflect the local style. With Instagrammable statements throughout the property, this fashionable hotel caters to business and leisure interests alike — and to the social-media-savvy millennials and Gen Zers who are always on the lookout for the best photo opportunity.

Radisson RED’s Hotels vibe shines through in its social spaces and hangout zones, with art installations, games, and mood music — perfect areas for mixing, mingling, or co-working. RED also provides spaces to meet any meeting needs, equipped with high-tech capabilities and connectivity. The fun, out-of-the-box rooms are designed to stimulate the imagination and help ideas come to life.

Add Instagrammable and social-media-friendly elements into your common areas, such as statement furniture or wall art installations. It’ll get people sharing and taking photos, and it’s a great addition to your property’s social media accounts. Design creative coworking spaces with quirky, eye-grabbing elements to stimulate collaboration — and social sharing.

Use these examples to reach young event planners!

Ever heard of a Deminar? Everything You Need To Know

Don’t despair, you’re not losing your hearing. A deminar is a customer demonstration and seminar combined. The expression is often used when referring to a virtual demonstration and webinar.

Virtual event planners will be hearing the word a lot more in the future, as in-person product launches are swapped for digital demos and time-consuming face-to-face sales calls are replaced with punchy webinars and digital discussions.

A lead generation tool with a wide reach, a deminar program offers the ideal opportunity to combine platform tools with sales funnel strategies, in order to turn prospects into potential customers with engaging content and expert advice.

In order to turn a webinar into a deminar, virtual event planners and their marketing partners need to plan a content program around a particular product demonstration.

The latest product innovation or newly launched design is the star of your show.

The deminar’s purpose is to provide clarity, context, use-cases, technical specifications, feedback, and testimonials that will drive prospects up the sales funnel.

But most of all, it’s to show-off the product to attendees in order to drive sales.

Create Engaging Demo Content
Show, Don’t Tell
Make it Interactive
Exclusive Offers
Decide on a Deminar Format ie live video, simu-live, pre-recorded or whiteboard
Find the Perfect Speaker, Speakers, or a Moderator
Virtual Presenter and Speaker Tips and Tricks
Rehearse
Presenter Essentials
Remote Script
Attire

Must-Have Deminar Features

Watching a screen for an hour can be boring. Why is it so hard to keep attendees engaged? Whether our attention spans are getting shorter or the world is getting noisier, the best way to keep attendees interested during your deminar is to engage them.

Below features a must:

Embedded Video
Live Q&A
Session Chat
Web Analytics (Clicks & Views)
Engagement Scoring
Virtual Attendance Tracking
Follow-up with Attendees

Deminars are often lower effort than live, virtual, or hybrid events, but the benefits they provide long-term can be just as impressive.

With a great team that combines the expertise of planning and marketing, your event program can be a huge driver for sales and impact the organization as a whole.

As you build your deminars, do it thoughtfully and strategically, make quality content that really showcases the product in the best possible light, and track your success.

How to influence a venue planner's venue selection

Hotel Manager Tips: How to Influence a Planner's Venue Selection

In the 2019 Cvent Planner Sourcing Report, 37% of planners surveyed said they organize 50 or more events per year. They’re managing more events with more attendees — and larger budgets. These event professionals have more to do, and in turn, they expect more out of hoteliers and venues.

That’s because, despite the heavier workloads, there’s no room for a decrease in quality. Planners are still under pressure to make every event compelling and financially successful.

Hotels that build strong relationships with planners can help them craft memorable experiences and meet their financial goals. To make sure your venue is selected, consider these hotel manager tips that influence a planner’s decision, so you can maximize your hotel’s approach, respond to RFPs more accurately, and ultimately convert more group business.

Hotel manager tips you need to know:

1. Start with cost, win with space and layout.

Planners look at multiple considerations when selecting a venue — and money isn’t everything. Space layout is equally as important as the venue cost. In fact, in Cvent’s report, each of these factors was cited by 45% of planners as the biggest influence on deciding who wins their business. Budget is important to planners at this stage, but they also want a venue that will create a compelling experience for attendees.

While ranking lower than other factors, things such as activities outside the venue and photography point to the growing importance of creating a memorable event experience. Planners expect hotels to provide more flexibility and greater transparency in space design and decision-making.

The importance of non-cost factors such as space layout is highlighted by planners’ reluctance to consider switching to a second-choice venue that offers a lower price. In fact, nearly three in four planners would expect a savings of at least 6% before even thinking about switching their venue decision.

Venue tip: If you have the RFP, you know you’re close when it comes to price. You can win the game by showing the planner the other unique value your venue brings, as well as how your space will make their event a resounding success. Consider a 3D model of the space, or supply additional, personalized photos so the planner can visualize their event in your space.

2. Highlight your venue location.

Competition for group business is already tough, and it’s set to get even tougher. With the construction of more hotels and meeting planners casting a wider geographical net when sourcing venues, a hotel no longer competes only with other venues in its city. The competition is now global.

To better target planners sourcing venues, make your hotel location looks glamorous and appealing with photos and videos of available event spaces. Showcase the unique spaces and layouts in your venue and the signature offerings that only your city and venue can provide. Show the benefits of booking in your city and at your location by highlighting proximity to things such as transportation, airports, tourist attractions, and local restaurants.

Venue Tip: Since planners are looking for ways to provide unforgettable, local experiences at their events, consider partnering with your destination's CVB to compile unique packages of activities. It will make for a memorable time that could happen only in your city and at your location.

3. Provide a seamless booking experience and build relationships.

Getting the booking process right and nailing the planner experience is crucial to securing group business — and setting yourself up for repeat business.

It’s in your best interest to make sure that every interaction with planners is highly professional and that every step of the sourcing journey is as seamless and easy as possible. Proving yourself as an indispensable and integral partner in their event could be the extra push the planner needs to choose your venue, whether for the first time or as a repeat customer.

Sourcing, researching, and comparing proposals are the hardest parts of the venue selection process for planners, because of the time and effort involved. While planners do appreciate prompt responses to RFP's, a speedy reply isn’t everything — it also has to be accurate and thorough. Planners want increased attention to detail, so pay attention to their specific requests and try to be proactive in offering solutions to potential needs. A complete and accurate response is better than a fast one that leaves a lot of blanks to fill in.

In addition, the increase in “simple meetings” provides even more of an opportunity for hoteliers to build relationships with planners.

Because these simple meetings are typically organized by planners who either aren’t formally trained or don’t normally book these kinds of events, hoteliers have an opportunity to position themselves as partners throughout the entire process and establish a relationship with the planner. If you make the booking process as smooth and easy as possible, it could lead to winning future group business from the same client later down the line.

Venue Tip: Experience is everything — not just for attendees, but for planners, too. Close to 60% of planners say they won’t return to a venue because of the sales staff’s lack of professionalism, so focus on creating an easy and polished experience for the planner all around. And besides, it’s just good customer service.

The bottom line:

Planners are looking for more than just the venue with the right price tag. They need a partner in event experience creation. They’re looking for venues in out-of-the-box and unique locations or near transportation and attractions, with fun offsite activities. They want a smooth and streamlined booking process with a professional and prompt staff.

By focusing on improving and highlighting these areas, hoteliers can set themselves up for current — and repeated — success in booking more meetings and events.

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