Category: Technicals

Globalization is not a buzzword anymore. It’s especially true for events, and hosting international events in today’s interconnected world has become increasingly common. 

Even if you plan for events domestically, there will likely be attendees from different countries. The pandemic has also helped increase the popularity and prevalence of global events through virtual events.

Whether it’s a business conference, a trade show, or a cultural festival, organizing events on a global scale requires careful planning and consideration. Event planners must be aware and mindful of cultural differences if they want their attendees to feel at ease.

Successfully navigating international events involves addressing various challenges, including cultural differences, logistical complexities, and language barriers. 

This article will explore tips and strategies to help you plan and execute global events.

Research the target market and cultural sensitivities

When planning an international event, conducting thorough research on the target market and understanding the cultural sensitivities of the host country or region is crucial. Cultural norms, traditions, and customs can significantly impact event planning and execution. 

Familiarize yourself with local practices, etiquette, and any potential taboos to ensure a respectful and inclusive event experience. 

For instance, seating arrangements, greetings, and even the choice of colors can carry deep cultural meaning, and failing to consider these subtleties can lead to misunderstandings or unintentional offense.

Furthermore, incorporating traditions and customs into your event can create a more authentic and engaging experience. Whether it’s traditional music, dance, or cuisine, these elements can captivate attendees and foster a deeper appreciation for the local culture.

Lucrezia Carnelos—Unsplash

Navigating potential taboos is another pivotal aspect of international event planning. Every culture has its own set of sensitive topics or actions that should be avoided. These can range from avoiding certain gestures or symbols to refraining from discussing contentious issues.

One especially critical consideration is respecting religious restrictions, as different religions have specific requirements and practices that may impact event planning.

Build local partnerships

Establishing strong local partnerships is key, and collaborating with local event planners, vendors, and suppliers can provide invaluable insights into the host country’s event landscape. 

Professional organizations, such as Convention Visitor Bureaus (CVBs) and Destination Marketing Organizations (DMOs) or their local equivalent, with their knowledge of the local market, can assist with navigating bureaucratic procedures, sourcing local resources, and understanding logistical intricacies. Working with local professionals also helps build trust and credibility with the target audience.

And let’s suppose you don’t know where to start. In that case, attending industry trade shows such as IMEX can represent an excellent opportunity to explore what different destinations offer and meet a wide range of CVBs and DMOs from around the globe.

Hire professional interpreters and translators

Language barriers can pose significant challenges during international events, and failing to address the issue will have you run the risk of losing the interest of numerous potential attendees.

To overcome this hurdle, hiring professional interpreters and translators who are fluent in both the event’s and the local languages is essential. 

Jacquline Brandwayn—Unsplash

Accurate and timely interpretation ensures effective communication and fosters a positive experience for attendees from diverse linguistic backgrounds.

Consider time zones and holidays

Awareness of time zones and local holidays becomes paramount when orchestrating international events. Failure to do so may result in a scheduling conflict as the event might unintentionally coincide with a local holiday or clash with other significant regional happenings. Meticulous planning is therefore required to ensure that the chosen event dates align with the convenience of attendees and avoid any overlap with major holidays or cherished local celebrations.

San Fermin Pamplona—Navarra—Unsplash

Furthermore, consider time zone differences when setting event schedules, especially for virtual or hybrid events where participants from around the world are expected to join. Think about offering on-demand content.

Managing time zone disparities ensures that attendees can engage seamlessly without the constraints of geographical boundaries, enhancing the event’s accessibility and appeal.

Beyond mere logistics, respecting local time zones and holidays reflects a more profound commitment to cultural sensitivity and inclusivity. 

Customize marketing and communication strategies

Tailoring your marketing and communication strategies to suit the local audience is also essential. 

Be mindful of cultural nuances and preferences when crafting promotional materials, advertisements, and online content. Language is, indeed, a powerful tool, and translating content accurately is just the beginning. Understanding the idiomatic expressions, humor, and symbolism that resonate with the local audience can lead to more impactful messaging.

Engaging with local media outlets and social influencers can help generate buzz and increase event visibility in the target market.

Collaborations can provide valuable insights and connections, helping you navigate the intricacies of the local market.

Don’t forget to tailor your social media content not only for language but also for platform preferences. Some regions might favor specific platforms over others, and adapting your strategy accordingly can yield better engagement.

Help your attendees secure proper visas and documentation

For attendees traveling internationally to your event, it is crucial to provide clear guidance on visa requirements and assist them in obtaining the necessary documentation. Collaborate with immigration consultants or legal experts to ensure attendees have a smooth entry process. 

Nick Fewings—Unsplash

You might consider offering a comprehensive visa support program, including resources on visa application procedures, contact information for embassies and consulates, and guidance on interview preparations. This proactive approach enhances the attendee experience and demonstrates your commitment to facilitating a seamless international event. Additionally, consider organizing pre-event webinars or informational sessions on navigating visa processes, easing anxieties for prospective attendees. 

Keep abreast of any changes in visa policies and communicate them effectively to prevent any last-minute complications. This way, your attendees are well informed and prepared for hassle-free entry, further enhancing the event’s appeal on the global stage.

Understand local event regulations and permits

Each country or region has its own set of event regulations and permit requirements.

Familiarize yourself with the local rules governing events to ensure compliance. Obtain the necessary permits well in advance and allocate sufficient time for the approval process. Adhering to local laws and regulations is crucial for avoiding penalties, ensuring the safety of attendees, and maintaining a positive reputation.

Once again, local professional organizations can help you navigate the intricacies of local regulations.

Adapt to technological differences

Technology is crucial in event planning and execution, but technological capabilities vary across regions. Ensure your event’s technology infrastructure aligns with the host country’s technological landscape. Verify the availability of high-speed internet, access to necessary software and equipment, and any potential technical limitations that may impact your event’s success.

It’s essential to conduct thorough due diligence regarding local technology providers and support services. Having reliable local partners can be invaluable, ensuring quick troubleshooting and technical assistance in case of unforeseen issues.

Additionally, consider the digital preferences of the target audience. Some regions might have a stronger affinity for certain social media platforms or communication apps. Adapting your tech-driven engagement strategies to cater to these preferences can enhance audience participation and interaction.

Cybersecurity is another critical aspect to ponder. Different regions may have varying levels of digital security awareness and protocols. Ensuring robust data protection measures and educating both your team and attendees on cybersecurity best practices can safeguard sensitive information.

In conclusion

Organizing international events requires careful consideration of cultural differences, logistical complexities, and language barriers. 

You can successfully navigate these challenges by conducting thorough research, building local partnerships, and customizing marketing strategies. Additionally, prioritizing effective communication, cultural integration, and adherence to local regulations will contribute to a memorable and successful global event. 

Embrace the opportunities that international events offer for cross-cultural exchange, learning, and collaboration, and create an inclusive and impactful experience for attendees worldwide.

Author: Véronique Colombani

Organizing corporate events can be a complex and expensive process. Whether it’s a product launch, a conference, or a company-wide celebration, unforeseen expenses can quickly add up and take a toll on your budget. 

According to a study by Bizzabo, 53% of event professionals agree that decreasing budgets is their biggest challenge. Furthermore, anyone who has ever organized an event knows that it’s usual for unexpected circumstances to arise, and these usually come with a price tag.

In this article, we are sharing ten tips to help you manage unexpected expenses when organizing corporate events.

Tip #1—Create a detailed budget

A budget will help you understand the overall costs of the event and identify areas where you can cut back. It is essential to include all expenses, no matter how small they may seem, to avoid surprises later on. 

When creating a budget, you will want to consider the following expenses:

• Venue rental fees
• Catering costs
• Audiovisual equipment
• Decorations
• Transportation
• Marketing and advertising
• Insurance

Photo by GoodNotes on Unsplash

You should also prioritize expenses based on importance. Identify which are essential to the event’s success and allocate more funds toward those items. For example, audiovisual equipment may be more important than decorations, so dedicate more funds toward that expense.

Once you have created your budget, review it regularly to ensure you stay within your allocated funds. Then, make adjustments as needed and keep track of any unexpected expenses.

Tip #2—Consider these ideas to lower your costs

Think about using volunteer staff to help with the event. This can include employees or community members willing to donate their time and skills. This can reduce costs and provide a sense of community involvement. 

If your company has in-house resources, such as marketing or audiovisual departments, you can use them to save costs, as they can provide services at a discounted rate or for free.

You might also need to consider alternative venues in order to fit into your budget. If traditional event space costs too much, look for alternative venues such as parks, community centers, or local businesses. These spaces may be more affordable and provide a unique experience for attendees.

Tip #3—Prepare for the unexpected

No matter how well you plan, unexpected expenses can still arise. Therefore, it is important to prepare for these costs by creating a contingency fund. A contingency fund is a separate budget that is set aside for the specific purpose of taking care of unforeseen expenses. This fund should be a percentage of the total budget, typically between 5% to 10%.

Also, it’s crucial to have a backup plan in case of emergencies. For example, let’s say the catering company cancels unexpectedly just before your event. Having a backup caterer or food delivery service ready to go might be the only way to save your event and avoid scrambling at the last minute and potentially overspending.

Photo by Kevin Schneider on Pixabay

If unexpected expenses arise, dip into the contingency fund instead of your main budget. This will help ensure you stay within your overall budget.

Tip #4—Negotiate with vendors

When organizing a corporate event, vendors play a key role in the event’s success. Vendors such as caterers, event planners, and audiovisual technicians can be expensive, but negotiating with them can help reduce costs.

When negotiating, be clear about your budget and what you can afford. Ask for discounts and be willing to negotiate on the price. 

Photo by Sebastian Herrmann on Unsplash

Additionally, consider bundling services with vendors. For example, if you are hiring an event planner, ask if they can also provide audiovisual services at a discounted rate. This can help reduce costs and simplify the planning process.

Finally, review contracts carefully to avoid unexpected expenses or fees. Be clear about your budget and ensure all costs are outlined in the contract before signing.

Tip #5—Use sponsorships

Partnering with sponsors can help you fund your event. Sponsors can provide financial support, in-kind donations, or help promote the event. 

To attract sponsors, make sure you clearly communicate the benefits of sponsorship and how it aligns with their business objectives.

Tip #6—Use technology

Technology can be a powerful tool when organizing corporate events. There are many tools and apps available that can help you save money and streamline the planning process.

For example, event planning software can help you manage your budget, track expenses, and communicate with vendors. This software can also help you find vendors at a discounted rate and negotiate prices.

Additionally, consider using social media to promote your event. Social media platforms such as Facebook and Twitter can help you reach a larger audience and promote your event at no cost.

Tip #7—Be flexible with your plans

When organizing a corporate event, being flexible with your plans is essential. Indeed, unexpected expenses can and will arise, and you may need to make adjustments to stay within your budget.

For example, if the cost of catering is higher than expected, consider serving a simpler menu or reducing the number of attendees. Alternatively, if the cost of transportation is high, consider using a more affordable method of transportation.

Being flexible with your plans can help you stay within your budget while still ensuring the success of your event.

Tip #8—Track your expenses

Tracking your expenses is essential as it will help you stay within your budget and identify any unexpected costs.

When tracking your expenses, be sure to include all costs, no matter how small. Use a spreadsheet or budgeting software to organize your expenses and review them regularly. This will help you stay on track and avoid overspending.

Tip #9—Communicate with stakeholders

Be sure to communicate with stakeholders, such as executives or board members, about the budget and any unexpected expenses. 

This will help manage expectations and ensure everyone is on the same page.

Tip #10— And last but not least, learn from your mistakes

Finally, it is essential to learn from your mistakes when organizing corporate events.

After the event, evaluate your budget and expenses. Identify areas where you overspent or where you could save money. 

This will help you make adjustments for future events and improve your budgeting process.

In conclusion

Managing unexpected expenses when organizing corporate events is a critical aspect of event planning. 

And while these expenses may present challenges, with careful planning, effective communication, and proactive decision-making, event organizers can overcome these hurdles.

By implementing effective strategies and following the above tips, event organizers can navigate unforeseen costs and ensure the success of their events while staying within their budget.

Author : Véronique Colombani

Events are an opportunity to bring people together to celebrate, learn or share. Unfortunately, they are also often synonymous with litter, excessive energy consumption and waste. The environmental impact of events is often overlooked, but they do represent a significant carbon footprint.

It is crucial to learn to adopt more sustainable practices in event production. Our trade show exhibit specialists show you how to assess the carbon footprint of your event: learn which factors are important and which tools can help you measure and reduce your environmental impact.

Understanding the carbon footprint of an event

A carbon footprint is the amount of greenhouse gases (GHG) emitted by an activity or product, usually expressed as an equivalent amount of CO2 emissions. To evaluate the carbon footprint of an event, you will have to calculate all related GHG emissions, including travel, energy consumption during the event, and waste.

How to measure the carbon footprint of an event

Before you can reduce the environmental impact of your event, you need to conduct a complete assessment of all activities related to event organization and hosting. This can be done using online tools or specialized software, or with the help of a carbon footprint assessment expert.

Elements to consider include:

• Greenhouse gas emissions generated by travel (participants and organizers)
• Energy consumption related to lighting, heating, air conditioning and audiovisual equipment
• Waste production, including packaging, food waste, paper and cardboard

Events can have a significant environmental impact on local biodiversity, including air and water quality. To minimize the environmental impact of your event, it is crucial to assess your carbon footprint and take steps to reduce it.

Methods for calculating an event’s carbon footprint

Once all sources of GHG emissions have been identified, you can use specific data and calculation tools to measure them.

There are various ways to calculate an event’s carbon footprint. The most common method is the Life Cycle Assessment (LCA), which measures GHG emissions over the entire life cycle of the event, from the production of raw materials to the end of life of event-related waste.

Another popular method is the Bilan Carbone, which quantifies GHG emissions over a given period of time, generally one year. Developed by ADEME in collaboration with Jean Marc Jancovici, it is often used to evaluate the carbon footprint of an organization as a whole but can also be used to evaluate the carbon footprint of an event.

Online tools to evaluate the carbon footprint of an event

There are many online tools you can use to calculate the carbon footprint of an event. Beware that free tools are often based on generic data and may not be able to provide accurate, event-specific results.

Myclimate is one of the most popular online tools for assessing the carbon footprint of an event.

GET is an integrated web-based assessment platform conceived and designed to evaluate the sustainability and environmental performance of events.

Reducing the carbon footprint of an event

To reduce the carbon footprint of an event or to attend an event in an environmentally responsible manner, you’ll need a strategy. This can include reducing the use of disposable materials, optimizing participants’ travel, reducing energy consumption, implementing a sorting system, etc.

You’ll also need to involve event organizers so that they adopt responsible behaviors. Here are some methods for reducing the environmental impact of your event:

1. Encourage participants and spectators to use public or environmentally friendly modes of transportation.
2. Use sustainable materials wherever you can, with a focus on local and organic products and suppliers. Setting up eco-friendly booths will really show your commitment.
3. Offer vegetarian or vegan catering options to avoid the carbon footprint associated with producing meat.
4. Use solar panels and other renewable energy sources to power the event.
5. Implement a waste sorting and recycling system.
6. Educate participants and spectators on the importance of sustainability through workshops and awareness messages.
7. Provide financial incentives to encourage participants and spectators to adopt environmentally responsible behaviors.
8. Partner with environmental organizations.

Reducing the carbon footprint of events helps the surrounding area achieve carbon neutrality, since events are an integral part of local culture and activity. Environmentally-friendly events are more and more in demand, and the decision to promote eco-responsible event design is an important one.

Totm Exposition: your partner for eco-friendly events

Reducing the carbon footprint of an event is a critical to taking care of our planet and responding to current environmental challenges. Everyone involved in an event will need to commit in multiple ways to make a low-carbon strategy effective.

By adopting sustainable practices, we can ensure that events continue to be a source of entertainment and social interaction while preserving the environment.

If you are interested in organizing a sustainable event, contact totm. We are committed to planning environmentally friendly events using custom booths that meet your needs and reduce your impact on the climate.

Research conducted by Skift Meetings shows that 91% of event professionals measure the success of their events on attendee satisfaction. Indeed, at the end of the day, your participants’ opinions are the only thing that really matters and can make or break your event’s success.

When you organize an event, your main goal should be to provide the best experience to your attendees. But, unless you measure their satisfaction level in some way, how can you possibly know if you have attained your goal and if your event can be considered a success? Also, how do you improve your subsequent events if you haven’t measured attendees’ satisfaction at your most recent event?

So how should you go about it? No worries, we’re here to help! In this article, we will share five ways to measure your attendees’ satisfaction.

Measure the engagement of the participants

Engagement is one of the best ways to determine if your event resonates with your participants.

Indeed, people now have so many opportunities to have their attention snatched away from the experience you built for them that you need to make sure they don’t get distracted.

Photo by Nicholas Green on Unsplash

As we discussed in a previous blog post, ensuring your audience is engaged can be achieved through several means.

Measuring this engagement is an excellent way to determine the level of satisfaction of your participants, as there is a good correlation between engagement and satisfaction.

The more engaged your attendees are, the more satisfied with your event, and the stronger possibility they will attend the next time.

Check instant polls results for sessions

Whenever your event is based on content (think conferences, webinars, etc.), you need to assess the participants’ opinions regarding specific sessions and speakers.

Photo by Brett Jordan on Unsplash

Instant polls after each session can help you evaluate the reactions of your audience to a speaker or the session’s content.

These polls can be pushed through an event app and should be kept short and to the point. 

Don’t be afraid to use them at any time during your event to get a good sense of your attendees’ state of mind.

The ratings of the different sessions and speakers will help you decide what you need to keep or toss away for your next event, as they will give you a strong indication of what’s of most interest to your participants.

Get actionable data from post-event surveys

Surveys are a type of active data tracking tool that will help assess your attendees’ opinions on the event. They are the ultimate way to give a voice to your attendees and see what worked and what didn’t for them.

They are an essential complement to the instant polls that you would have conducted throughout the event, as they will give qualitative insight into the state of mind of your attendees, as well as some quantitative data. 

Use a mix of questions that ask participants to rate an item on a numeric scale,

Yes-No questions that are easy to analyze en masse and open-ended questions that can provide valuable qualitative feedback.

Don’t forget to include a question that will help you calculate your event’s Net Promoter Score (NPS=% of promoters—% of detractors). This question can be phrased like this: “On a scale of 1 to 10, how likely are you to recommend this event to a friend or colleague?” 

If you host events on a regular basis, you want to have this kind of data so that you can make changes to ensure the participants get the most out of your event.

Monitor the activity on social media

In this day and age, if you didn’t see something on a social media platform, it didn’t happen!

So make sure you take the most advantage of your social media accounts to spread the word about your event and what is going on and monitor the attendees’ reactions and inputs. Don’t forget to create a specific hashtag for your event, as it will make it a lot easier to track the activity related to your event across several platforms.

Photo by dole777 on Unsplash

The number of shares or posts about your event can give you a good idea of the level of engagement of your attendees, and the monitoring and evaluation of the reactions will tell you what the attendees thought of your event.

This should ultimately give you an accurate idea of their level of satisfaction.

Also, don’t swipe negative comments under the rug! Instead, take the time to answer them so that people know their voice is being heard.

Evaluate repeat registrations

One of the best ways to evaluate satisfaction is to look at repeat registration numbers in the case of a recurring event.

If your event let down your attendees, it is doubtful they will come back. It’s also unlikely they will promote it to their friends or colleagues. Participating in an event costs time and money, and participants want to know your event will be worth their while.

So, if you get a majority of attendees to register again for your next event, there is a good chance they were highly satisfied with their experience the first time.

Consider personalizing your messages when sending invitations to repeat attendees, as this will emphasize the fact that you pay attention, and most people will think of it as a nice touch.

In conclusion

From huge trade shows to smaller-scale conferences, the success of an event is always measured by the satisfaction of the people who attend. This is why evaluating how your attendees feel about your event is essential.

You can go about measuring that satisfaction level in a number of different ways that we described above.

Analyzing the data you collect will then provide precious insight into what works and what doesn’t and help you develop efficient strategies for your next events.

When you’re hosting a global event, you will likely encounter the issue of translation/interpretation at some point, as all your potential attendees might not be fluent in one common language.

But what is the difference between translation and interpretation?

According to Kent State University, “interpreting and translation involve different skill sets. Interpreters mediate languages orally, while translators work with written material. When it comes to language skills, translators need to have solid reading comprehension, transfer, and target language production skills. Interpreters need to optimize their working memory in rendering content much more quickly and with no extensive access to external resources for support.”

As you can see, you can use both during your event, as they will serve different purposes: interpretation for your live conference sessions and translation for all your written materials.

For the purpose of this article, we will focus on the interpretation side and explain why it’s crucial to consider adding interpretation to your next international event and what your options are for a seamless experience for your attendees.

Why you should consider interpretation for your next conference

When catering to international audiences, you want your event to be accessible to the greatest number of attendees, and language barriers can represent a significant impediment in the pursuit of this goal.

Of course, you could just cater to people who speak one dominant language, such as English. Still, you will probably lose a treasure trove of attendees not fluent enough in that language to feel confident they can benefit the most from your event.

Photo by Joshua Woroniecki on Pixabay

By adding language interpretation to your event, your international audience will feel included and, therefore, more likely to be engaged (which is the ultimate goal for most event organizers). Don’t forget your participants are already spending time and money to attend your event; it’s only normal for them to know they will get the most out of it.

And there are solutions, both human and machine, to help you with this interpretation issue and host the best global event.

Solutions for interpretation

Human interpreters

Human interpretation can be conducted in two ways: consecutive or simultaneous.

With consecutive interpretation, the interpreter relays the information the speaker delivered several minutes after the speaker has presented. Safety announcements during air flights are one of the best examples of consecutive interpretation.

This works mostly when you translate into only one other language, and the main drawback is that it substantially lengthens the presentation’s duration.

On the other hand, with simultaneous interpretation, the speaker doesn’t have to stop his presentation, as the interpreters will interpret in real time to attendees wearing earpieces. This configuration allows you to have as many interpreters as you have languages represented among your attendees.

This requires more skill on the interpreters’ side than consecutive interpretation as they concurrently receive information, process its meaning, translate it, and then relay it to attendees.

Simultaneous interpretation also requires costly additional audiovisual equipment, such as earpieces for attendees, microphones, headsets, and a separate booth for your interpreters.

This is, therefore, a fairly expensive solution that is not always feasible for many event planners who have seen their budgets severely restricted in the past few years.

That’s when some tech solutions might come in handy.

Tech solutions

There are a few tech solutions for interpretation. Some rely on human interpreters, while others rely on artificial intelligence techniques like speech recognition and machine translation.

As seen above, renting expensive equipment, such as specialized headsets, or paying for out-of-town interpreters to attend your event, can make a big dent in your budget. However, some apps can help you use interpreters from anywhere in the world without them having to be physically present at your event’s venue.

With these apps, attendees can tune into the interpreter’s audio stream through their phones and personal headphones, and interpreters can connect to the event remotely.

On the other hand, you can now find artificial intelligence-powered devices (such as intelligent virtual assistants, Google Pixel Buds, etc.) to help with real-time interpretation without the need for a human interpreter.

For example, with Google earbuds, the transcribe mode lets you hear spoken language translated right in your ear, accompanied by a transcript on your phone (you do need an Android phone).

It’s important to note that there are still a lot of issues with simultaneous interpretation when done by a machine. The future for machine interpretation seems to lie in neural machine translation, where the computer uses new methods to translate whole sentences rather than word-by-word, which is more effective. But this technology is still far from being widespread or accessible to every event planner.

In conclusion

As we’ve seen, the best solution by far to simultaneous interpretation needs seems to be a team of human interpreters. But having one interpreter per language on-site during your event can prove very costly.

Technology can help provide the same services remotely, lowering the price tag for that service.

The future might also lie in AI techniques like speech recognition and machine translation, but these tools are not quite yet ready to go mainstream.

Nevertheless, when you’re hosting an international event, interpretation should be part of your planning, or you risk losing the interest of numerous potential attendees.

Whether you’re hosting a conference, an exhibition, or a team meeting, you likely want your participants to be engaged in the event. Long gone are the days when people were religiously listening to a speaker at a lectern. Nowadays, people get distracted by their phones as much as they want to get involved in the discussion.

As the ultimate way to determine value, satisfaction, and the likelihood that the participants will come back, engagement is indeed a priority for 80% of event professionals, according to a study by Bizzabo.

So how do you get people to engage? The answer seems to be to make the event personal to them and make them part of the event, actors, not just spectators.

In this article, we are going to share some tips to help create or increase engagement for all your events.

Get to know your audience and communicate with them

By researching your audience, you can discover the subjects they are most interested in and determine their level of knowledge on these subjects. This will allow you to cater your content to their needs. You also need to communicate opportunities for participation, as letting them discover these things by themselves only wastes everyone’s time.

Photo by Melanie Deziel on Unsplash

How you can implement this:

• Research your audience thoroughly beforehand. Define your target persona and analyze how to structure your narrative around it by using data from past events, the guest list, your audience demographics, etc.
• Create engagement opportunities for your guests: these opportunities can be exclusive content (an interview with a key speaker, for example), advice and instructions (like downloading the app), or exclusive offers (i.e., found on the app or provided in exchange for a given action like answering polls). Help them take advantage of all the possibilities by sending regular emails detailing what’s available to them. 
• Create and share content that invites discussion. This should help fuel interest in the upcoming event. Don’t hesitate to partner with sponsors or exhibitors to create that content.
• Engage as much as possible on social media: before the event starts, build social media groups on Facebook or LinkedIn to create a sense of belonging to a community.
• Build anticipation: share snippets of what’s to come and use all the channels available to you: it could be a quick guide on the host city that you email to your list, regular posts on Facebook and Twitter to show pictures of the venue you’ve booked, etc.

Up your social media game

Social media platforms have become the preferred tools for engagement as they are now omnipresent in people’s lives. They allow people to connect, share and discuss issues. In addition, you can use them at all stages of an event.

Photo by Camilo Jimenez on Unsplash

How you can implement this:

• Choose your platforms wisely: according to Skift Meetings, 57% of event planners name Facebook as the best social platform to build a community and for year-round engagement, followed by LinkedIn (25%), Twitter (7%), and Instagram (7%). Facebook allows for more personal relations with your audience and is probably the most wide-reaching platform, while LinkedIn is more dedicated to professional networking.
• Before the event: create an event hashtag and promote it to your attendees, sponsors, exhibitors, speakers, etc.; create a social media group on Facebook and LinkedIn to build a sense of community where your followers can interact; publish all relevant announcements: name of the speakers, programmed sessions, etc. 
• During the event: Live stream and/or live tweet so that your virtual audience gets engaged too; create social media walls to showcase relevant posts by the attendees; publish video testimonials or short interviews of attendees, speakers, or exhibitors on Facebook and YouTube; engage with people who are commenting on the event on Twitter and Facebook.
• After the event: share pictures and highlights from the event on Facebook and Instagram; continue to be present in your social media groups communities; offer opportunities for speakers and presenters to create relevant content and promote it on your social media.

Live stream

Live streaming used to matter only when you were hosting meetings with international teams or conferences so that remote participants could get the same level of information.

In a post-COVID world, with a large part of the audience still unable or unwilling to travel and attend in person, offering a live stream option is even more essential.

Photo by Tye Doring on Unsplash

How you can implement this:

• Share slides and audio of the presentations to give your attendees an interactive experience in real time. 
• Use message boards to broadcast questions, comments, and reactions. Ideally, your virtual audience should be able to participate as much as your physical one.

Use gamification to add fun

Gamification can be a powerful tool when it comes to incentivizing participation and driving engagement. It works by rewarding people for the desired behavior and structuring that behavior in a way that feels like a game. It’s about fun and connecting and is very effective if done correctly.

Photo by Ori Song on Unsplash

How you can implement this:

• Use QR codes involving interactions with exhibitors or sponsors that you can disseminate in the event space for a scavenger hunt.
• Involve exhibitors and sponsors and ask them to contribute prizes (for example, a private session with an expert or a free trial). 
• Reward participation by giving points for performing activities, then turning these points into prizes.
• Offer small and major challenges so that everyone can compete, get a prize and engage.
• Highlight the most active engagers by using a leaderboard.

Don’t be afraid to use polls and surveys

Polls and surveys are an excellent opportunity for you to engage your audience by showing them you care about what they think and turning them from passive to active participants.

Surveys will also provide qualitative feedback that gives context to all the data you can collect for the event.

When done live, polls and surveys provide real-time feedback, allowing you to react and make corrections immediately.

Photo by Jon Tyson on Unsplash

How you can implement this:

• Use short surveys throughout the event (instead of a massive after-event survey that nobody has time to complete) that allow you to do quick checks during the event and establish trends.
• Put questions to the vote to ensure the most important topics to your audience are covered. Use your event app to allow participants to submit and vote on questions.
• Incentivize participation: reward your attendees with points (that they can redeem for prizes at the end of the event) whenever they answer a poll.

Use a mobile event app

There are several engagement tools that can be available through event apps: in-app messaging (engagement between attendees), push notifications (engagement between attendees and organizers), live streams, polls and session reviews, gamification, etc.

The app can help attendees find and communicate with like-minded people, making valuable connections in the process. After all, networking is usually people’s number one priority when they attend professional events.

You can also use these apps for smart matchmaking with exhibitors at a tradeshow, therefore increasing the rate of meaningful connections between exhibitors and qualified attendees, which ultimately helps with engagement ROI.

Photo by Rami Al-zayat on Unsplash

How you can implement this:

• Choose a feature-rich event app with the following features: quick to set up, easy to use, with a brandable user interface, integrated engagement features, and analytics to measure ROI.
• Increase your app adoption: communicate with your attendees regarding the existence of the app as soon as they register and give them incentives to use it (like access to exclusive content).

In conclusion

Getting people engaged during events is the holy grail for most event planners but is also usually a challenge due to the many distractions our modern world provides. As a result, competition for attendees’ time and attention is at an all-time high, and event professionals must work harder than before to increase that engagement.

But, as we’ve seen, all is not lost as there are several tools and techniques available to elevate the attendee’s experience and get them more involved.Totm exposition can help you make your tradeshow booths steal the show and get visitors more engaged. Contact us if you have a project you would like to discuss!

It’s never been easier for event planners to collect data documenting the entire attendee’s journey. But another story entirely is to be able to generate reports that give insights into areas of improvement. And indeed, most event planners don’t use data at their full potential, as many still only use the number of attendees as proof of success. But there is more to a successful event than this number.

In fact, data can provide insights into attendees’ expectations and needs, help identify what works and what needs improvements, and ultimately help event planners improve their events in real time and over time and create a better experience.

In this article, we will explain why you should track data and how passive and active data tracking methods can be used in concert to help you improve your events and demonstrate the strategic value of your events to your stakeholders.

The ABCs on tracking your own event data trends

Typically, event data can track who your attendees are (demographics), what they are doing and when (engagement), and why they are doing it (sentiment/opinions).

One of the first things an event planner needs to do is decide what his goals are regarding data collection and analysis. In short, what do you need to know about your events?

Then you need to figure out which data you need to track to meet these goals (is it demographics, opinions, etc.?), and finally, what tools you will need. 

When to track

You can gather and analyze data at every step of the process:

• Before the event, through demographics and interests collected during registration.
• During, with information such as attendance to sessions, speakers’ ratings, the attractiveness of certain areas or booths, who attendees are engaging or networking with, etc.
• And after, when you collect feedback on the overall event experience.

Why you should track over time

It will also be beneficial to track data over time as it will allow you to make decisions based on facts, not intuition (was this session a success? Should it be renewed next time?).

Tracking over time will also help you uncover trends (how are the attendees reacting to specific activations over time? How are they networking?) and see what each change means (was moving the break area in this spot a good idea?).

It will help you get a more complete picture of the attendee’s journey (once my attendees are on-site, where do they go, what do they do, who do they meet?) and demonstrate the value of your events to stakeholders (what is the performance of the booths? How many people were in contact with this brand? How many qualified leads were generated? Is it improving over time?).

Ultimately, by tracking the data over a period of time, event planners will be able to improve their events and the attendees’ experience (do I get more people to attend my events? Is the feedback good?).

Depending on your goals and the type of data you want to collect, you might want to focus on passive or active data tracking, or even better, use a mix of both. Let’s go a bit further and define these two types of data tracking.

Passive data tracking

The primary purpose of passive data tracking tools is to collect data without attendees having to enter information into a device. This helps monitor the actions and whereabouts of attendees passively and unobtrusively. It allows real-time monitoring during the event and often generates heatmaps.

Crédit photo : Myriam Jessier — Unsplash

Types of passive tracking tools

Here are some of the most commonly used tools for passive data tracking.

• Counting mats: these are mats equipped with sensors and placed at the venue’s entrance and other locations with high traffic. They record the pressure of footsteps anonymously and provide instant traffic statistics.

• Wearables: these devices are embedded with RFID, Bluetooth, or NFC tags that ping beacons positioned around the event space. They come in all forms and sizes (badges, lanyards, smartwatches, etc.) and record engagement data.

• Cameras: connected to an AI-powered facial recognition software, they provide engagement data, as well as sentiment data (happy maps).

• Social media tools: tools like Hootsuite can tell you which platforms are the most effective, what content is shared the most, etc., therefore measuring engagement. They can also record opinions through sentiment analysis if coupled with artificial intelligence.

• Google Analytics: by analyzing your website data, this tool can produce reports on visitors and their demographics. You can also get some engagement data through the most viewed content report.

Benefits of using passive tracking tools

The benefits of using such tools include providing:

Real-time information on traffic and engagement

These tools will help you analyze floor traffic and dwell time around the event space, track session attendance, and duration, as well as monitor booths visits. They can also help track emotional response to stimuli (for example, an elevated pulse rate can show heightened interest in a specific activation).

Insights into performance

The event planner will be able to identify areas or content that attract the most or the least and be alerted in real time to problem areas, such as bottlenecks or underperforming booths. He can then take the necessary steps to improve the situation immediately.

Information devoid of bias

One of the most significant advantages of using passive data tracking tools is that they provide factual proof of ROI for exhibitors and sponsors (how many people visited their booths, were exposed to their brands, etc.). There is no danger of estimation or inaccuracy of memory; the data is reliable and accurate.

Active data tracking

On the other hand, active data tracking tools will gather active feedback from attendees. They require a conscious effort from attendees who need to reflect on their experience. These tools collect opinions and sentiment data.

Types of active tracking tools

The main tools used for active tracking are the following.

• Surveys: they can be used throughout the event. Before the event, they can help uncover attendees’ expectations and interests. During the event, short surveys conducted on sessions or speakers will reveal what generates the most engagement. Finally, after the event, a longer survey provided via an emailed questionnaire, the event app, or a survey platform will help assess attendees’ opinions on the overall event.

• Polls: they are usually used right after a session via the event app or a chatbot. They offer binary answers (did this session meet your expectations, yes or no?).

Benefits of using active tracking tools

Crédit photo : Jon Tyson — Unsplash

By giving a voice to the attendee, these tools will help event planners:

Discover more about their attendees

Through pre-event surveys, the planner can get to know who the attendees are, their expectations, interests, etc. This information can help shape the event itself to take these into consideration.

Monitor attendee satisfaction

Mid-event surveys can help with the assessment of specific sessions and speakers. In contrast, post-event surveys will provide an evaluation of the whole event and the overall satisfaction of the attendees.

Improve their events long-term

Comparing pre-event and post-event results will show if there is a discrepancy between expectations and experience. Surveys and polls can reveal areas that need improvement for the future and help discern trends in attendees’ behavior, interests, or expectations.

In conclusion

Collecting data on the attendees’ journey has never been easier, but event planners still need to improve the way they get insights from this data.

Event planners have several data tracking methods at their disposal. Passive tracking tools will provide real-time insights and improvements on the spot, while active tracking tools are better suited for longer-term reflection, finding trends, and improving the event over the years.

Relying on several data tracking methods could be the best way to get the most comprehensive insight into your event, providing valuable information on every aspect.

Make sure your tradeshow booth or exhibit generates the most engagement, which will show on your data reports! Contact us today if you have a project you would like to talk about.

Artificial intelligence (AI) can be simply described as “the ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings (…), such as the ability to reason, discover meaning, generalize, or learn from past experience.” (Source: Britannica).

The majority of us are familiar with or even use AI in our everyday life, through movies or applications such as Siri, Alexa, or chatbots that answer questions on websites.

Therefore, it makes sense that artificial intelligence would become relevant for events and meetings.

In this article, we are going to show how artificial intelligence can be applied in the events industry and what type of benefits events stakeholders can get from it.

How artificial intelligence can fit in the events industry

Artificial intelligence can be used in two ways for events, by implementing AI activations or using AI to get better analytics.

AI activations

Here are a few examples of artificial intelligence tools for the events industry:

• Facial recognition: “A facial recognition system uses biometrics to map facial features from a photograph or video. It compares the information with a database of known faces to find a match.” (Source: Norton). To incorporate this service at their event, organizers need to collect photos from consenting attendees during the registration process.
• Intelligent Virtual Assistants: “A software agent that can perform tasks or services for an individual based on commands or questions.” (Source: Wikipedia). When the conversation is conducted via text or text-to-speech, we usually refer to this type of software as a chatbot. But you can also find voice assistants, the most famous of which are Siri and Alexa. During events, they can, for example, provide translation services.

Photo by Omid Armin on Unsplash

• Machine learning/deep learning systems: “Machine learning is a subfield of artificial intelligence that gives computers the ability to learn without explicitly being programmed.” (Source: MIT Sloan). For events, this can, for example, be used to provide intelligent matchmaking where exhibitors/suppliers are “matched” with potentially interested attendees.

AI-generated analytics

Photo by Markus Spiske on Unsplash

It has never been easier to collect large amounts of data. Indeed, the accumulated digital universe of data was around 64 zettabytes in 2020 (which, incidentally, represents roughly 60 times more bytes than stars in the observable universe!).

This trend has not spared the events industry as an unprecedented wealth and richness of data are now generated by events, especially with new tech-oriented activations (beacons, wearables, facial recognition cameras, etc.).

The trouble is, analyzing, categorizing, and generating actionable insights and analytics from these data has become impossible for the human brain, especially with so many variables.

And event planners are aware they could do much better as recent research from CVENT showed that “81% of event professionals say integrating data from attendees’ digital and physical footprints is extremely/very important—but only 20% feel their organisations are extremely very effective at data integration. The interest is very high, but the execution is not.” (Source: CVENT “The power of live event data” research report).

That’s where artificial intelligence solutions, especially deep-learning algorithms, come in to help by collating the data, analyzing it, uncovering trends and patterns, and producing reports that give event planners actionable insights into ways to improve their events and deliver a better experience to their attendees.

Let’s dive a bit deeper into the benefits event stakeholders can get from artificial intelligence.

Benefits of using artificial intelligence for events

AI can give a better grasp of data

By collating data from various sources into one interface, AI can make data collection easier and more complete.

It can also provide richer insights as AI can interpret and reconcile data from multiple data sets and give access to new insights, like sentiment analysis from the language used in chatbot and social media interactions.

AI can help enable real-time changes

Footfall heatmaps (through data collected via beacons, wearables, or facial recognition tools) will provide real-time insight into where attendees are at any given time. This means organizers can anticipate logistics problems, like bottlenecks, soon-to-be crowded sessions, shortage of food or beverages, or underperforming areas. They can therefore make on-the-spot adjustments.

AI can facilitate check-in operations

Photo by Larissa Gies on Unsplash

By using facial recognition, event planners can speed up the check-in process.

AI can also facilitate security, especially for large gatherings: facial recognition software, by sorting through databases, can recognize attendees or spot people on security lists faster and more accurately than any human being.

That means less manpower needed and a more accurate process overall. That also makes for greater convenience and a better experience through a smoother process for the attendee.

AI can improve attendees’ satisfaction/engagement

AI tools can help give real-time insights into attendee’s engagement and satisfaction through events apps with integrated AI, or chatbots. This can range from the most frequent problems attendees encounter to results from exit surveys.

This can help the organizer address critical satisfaction issues in real time.

For conferences, these tools can provide insight into sessions’ popularity and speakers’ ratings, for example showing the topics people are most interested in, allowing speakers and event organizers to adjust the content in real time.

Photo by Bruce Mars on Unsplash

Sentiment analysis conducted through analysis of social media comments, interactions, or conversations can also give insight into how attendees feel about the event and help event organizers meet their expectations.

Voice assistants and chatbots can act as personal assistants or event concierges. These tools are available 24/7 to answer any question and can provide personalized recommendations on which sessions to attend, which booth to visit, etc.

AI tools can give exhibitors opportunities for higher quality leads and better ROI

If provided with real-time insights into their booth’s performance through heatmaps, exhibitors can then act to improve their booth visibility in real time, for example, by sending notifications to potential leads.

It can also give them valuable information on where high-traffic areas are located (this can show high-value real estate for future participation).

Deep learning software can be used to match attendees with suppliers. Chatbots or event apps can then send recommendations to attendees to visit booths based on their interests.

Photo by Christina @ wocintechchat.com on Unsplash

Exhibitors can then personalize their offerings to suit the attendees better because they have better insight into their needs and expectations. Face recognition can also be used to greet each attendee by name, which really makes the experience more personal and memorable.

In conclusion

Artificial intelligence has a lot to offer to the events and meetings industry. 

By providing new and exciting activations, AI tools can help create better experiences for the attendees and increase engagement. 

And by helping event organizers make better sense of the large amount of data generated by events participants, AI-generated analytics can help detect patterns and gain richer insights that can then be used to improve the event in real time and for future marketing and engagement efforts.

We can help you integrate these new technological tools to make your next booth stand out! Contact us today if you have a project you would like to talk about.

Most companies are aware that a strong brand is vital to their success, as it distinguishes a business from its competitors. A brand has to showcase the company’s unique value proposition, i.e., the unique way a business solves its target clients’ problems. As a business, you may have already spent countless hours trying to find the perfect logo, color palette, or tagline.

Did you know that your events can help you build that brand awareness? But only if you can distinguish your event from others like it in a world where events seem to pop up every other day, and people are overwhelmed with information.

Indeed, you are not organizing events to fill up space in a calendar. You’ve gone through all the trouble of identifying a lacuna in the market and carving out your niche. There is a chance that others have identified the same need. Now, what’s the best way to communicate your unique value proposition to an audience that has a lot of options to choose from? How do you make sure your event stands out? In other words, how do you increase brand awareness for a specific event and ultimately for your business?

There are many ways to showcase your event’s personality. In this article, we will share five tried-and-tested marketing tactics to make your event brand stand out.

What is brand awareness, and why is it essential for your business?

First of all, we need to define what we mean by brand and brand awareness.

A brand is what makes your business, product, or service’s image unique, meaningful, consistent, and authentic. A well-crafted brand creates a mental and emotional connection between your business and your target audience. It usually comprises a logo, color palette, fonts, tone of voice, values, name, tagline, etc. All these elements work together to make your brand unique and easily recognizable. In a nutshell, your brand tells your company’s story.

As to brand awareness, according to TrackMaven, a Marketing Insights Company, “it is the level of consumer consciousness of a company. It measures a potential customer’s ability to not only recognize a brand image but to also associate it with a certain company’s product or service.”

Brand awareness is the perception of your brand by your audience. Therefore, building awareness makes it easier for your target to know you exist and what your offer is, as well as making that offer desirable to them. With so many products and services options available to customers, differentiating your offer is of tantamount importance.

How can events help you build that brand awareness?

Your events are an integral part of your marketing strategy. As such, a strong event brand is a perfect vehicle for delivering your unique value proposition.

By giving your event its own recognizable “personality,” in line with your overall brand image, you will attract the kind of audience you want and contribute to making your event memorable. You want attendees to talk positively about you and your event and return if it’s a recurring event. If you manage to build highly effective branding, you can even get to the point where your event becomes a “must attend.”

Here are a few ideas to help you craft that brand and build awareness among your audience.

Five tactics to increase your brand awareness through your events

Use social media to its full potential

A study published by EventMB showed that 74% of event planners in 2018 recognized social media as the most effective tool for event marketing, followed by email marketing (66%), their website (60%), and event registration site (26%). Additionally, Facebook seems to be the most effective for event promotion, followed by LinkedIn.

People are on their mobile devices almost non-stop these days, so if you create highly entertaining and shareable content on social media, they will, without a doubt, help you increase your event exposure. Don’t forget, though, to make your event social media strategy consistent with your overall brand. Building a solid social media presence for your event will, in turn, bring the spotlight to your business brand.

All stages of an event can lend themselves to social media exposure, increasing brand awareness during the whole process. Before the event, dedicated Facebook and LinkedIn pages where you post regularly can build up expectations (make sure to create an easy-to-remember hashtag that attendees can share). During the event, a Twitter account can help you share exciting highlights of what’s going on at the event.

After the event, share pictures and videos on Twitter, Facebook, or Instagram to keep people engaged with your brand.

Make the most of email as a way to build expectations

As stated above, 66% of event planners think that email marketing is effective for event marketing, just behind social media.

If you want to raise awareness about your event, a newsletter sent to your email list can be a powerful tool by keeping your audience posted on all things relevant to your event: the preparation process, which speakers you have lined up so far, what sessions or conferences are already planned, etc.

Create a specific website for your event

A lot of companies create only a landing page for their events. Here, we are talking about a complete event website. Remember that the event website may well be the first introduction to your event for most of your future attendees. Therefore, you need it to be ready in the early stages of the event process, weeks if not months before the event is due to take place.

This website is going to be one of the first elements that communicate your brand, and you need to make sure everything works well together and creates a consistent impression (fonts, graphics, logo, color palette, etc.). Make your website an authentic experience in itself, fitting your narrative.

Make sure your content motivates people to engage with your brand

Creating valuable content is a powerful tool for building a long-term relationship with your target audience. The only downside is that it takes time and resources. It’s also an ongoing process, not a one-time strategy: you have to inform and educate your readers about subjects that matter to them if you want to build trust in your brand over time.

You can definitely apply your content strategy to specific events: for example, you could write a few blog posts for a trade magazine in relation to your event.

Encouraging attendees to take pictures at your event and sharing them will help you develop user-generated content after the event, building your public image further. In addition, if you engage in a dialogue with your target audience and give them a voice, the perception they have of your brand will definitely be improved.

Create a genuine experience through your onsite design

On the day of the event, all the decor elements have to integrate fully with your brand image and be consistent with what you have showcased so far. The onsite design has to carry the story you developed in the early stages of the event process, as it is that story that attracted attendees to your event in the first place. This concerns all the elements of your event, from the venue to the programming. For example, suppose you are hosting a conference on sustainability. In that case, the venue you picked has to showcase its own green efforts (see our previous article for examples of convention centers in the USA that keep their sustainability promises).

The same goes for your programming. It has to be consistent with your narrative: you cannot have only male speakers at an event designed to promote female entrepreneurship. The whole decor has to be consistent with your brand image. For example, you can experiment with using your logo in creative ways, such as gobo effects or light 3-D projections.

You can also incorporate branding into items as long as they are relevant to your storytelling: it can make sense to brand a yoga mat or a sports bag if you are hosting a conference on wellness.

In conclusion

These days, people’s attention is divided among so many stimuli that it gets harder and harder for businesses to get their message through. Simultaneously it is more important than ever for companies to set their brand apart.

If you diversify the ways your potential customers can get acquainted with your brand, you will increase your chances to grab their attention, get your brand recognized, and get them to engage with it. That should go a long way in helping you to convert them.

We highlighted a few methods in this article that should help you build a solid basis for your brand marketing efforts.  Most importantly, remember that your brand needs to be consistent throughout all of your communication, regardless of the medium.

And if you are an exhibitor at a tradeshow, let’s discuss all the ways totm exposition can help you make sure your custom booth represents your brand as perfectly as possible. Contact us today!