This is not a threat that
the Avengers encountered. In fact, this is a positive force that event managers
can use as a guideline.
In the event management
universe, today is the age of ULTRON – a confluence of different elements that
will wipe out other promotion platforms from the top of the pedestal. This age
of ULTRON elevates event management as the most important marketing tool in the
company’s growth.
So fasten your seat belt,
you do not need Iron Man, Captain America, Hulk, Black Widow, Mighty Thor,
Quick Silver, Hawk Eye and Nick Fury’s aid in order to achieve the potential of
event management. The power resides in you and understanding the Age of ULTRON.
User Experience (UX)
This is not only applicable
to the apps being created every second by tech companies. The User Experience
(UX) is very relevant to the event management industry. In fact, the event is the
best platform for providing the best experience.
Brands use events to give
the consumers an experience that they can never forget. This enables brands to
make an intimate connection with their targeted consumers.
Live
Events will always be here
to stay for one reason it is live! Live means that we humans need to gather in
one venue and this gathering creates magic. However, the magic can only be
achieved if we know how to respect the power of Live Events.
If we want to harness the
power of a live event, we must create the right stimulus that will engage the
audience.
Think about the marathons
that use color explosions, this is a type of live events that are very famous
in all corners of the world giving unforgettable experience of participating
health enthusiasts.
One caveat, even if your
event is live there is a possibility that it can be dull or boring. The thing
is you must study your audience and crack your brains in order to hatch a new
concept that will push the boundaries of existing live events.
Pushing the boundaries of your
live events is the only way to continuously provide the intended “closeness”
you are aspiring to create with your target audience.
As an old adage says, “Being
Alive does not mean Living”. This is the same challenge that you must go
against and come out victorious to be a successful event management company.
Technology
The explosion of event apps
is great news to us, event organizers and managers, it only means we have a
tool to create possibilities.
We must always try to
incorporate available technology in our events. Use these technologies to make
things happen, especially if what we are creating is a novelty that will create
an upheaval in how events are done.
I always feel the excitement
of new technologies splashing in front of my eyes, mesmerizing me and other
audience, it is like the event aided by technology becoming a hand that holds
me, taking me to a an unknown world, giving me new emotions and discoveries.
However, too much technology
can also ruin the experience or make the event cold and heartless. Again,
proper application and balancing act are required. I respect your judgment as an
event manager on where the balance resides in the spectrum of your
events.
Revolution
Never rest on a successful
concept. Event Managers or Organizers must be revolutionary. They must always
wage war against tradition and established rules.
Yes, I am espousing
subversion on how we treat our events. This is the only way to make quantum
leaps in how events are being done and executed.
I am business event
organizer, I try to look for concepts that are being done in other industries
that can be applied or introduced to events.
Push the envelope, get out
of the comfort zone, and create a revolution in the event universe, and you
will see that it will be an industry effective, and bright as ever!
An example of this in the events
is at a conference event, using social media, website, landing page, email
broadcast potential participants can register, and get their tickets or QR
code. They can download an app where the speakers and delegates, programs and
activities of the conferences are listed. From time to time, they receive a tweet
update prior the events because of the app. They can set-up meetings with other
delegates. At the actual event, then just present the QR code or bar code and
automatic I.D. is produced, no need for them to fall in line and wait for
hours just to get their kits. In addition, their app or I.D. cards have loyalty
promos they can use in nearby stores. At the end of the conference, the power
point slides of the speakers are uploaded and contained in the app they
downloaded.
The cost of this seamless
experience is still big for a lot of event managers. Eventually, however the
cost goes down and Omni-channel will be a regular facet of events.
The more specific the
audience, the more customized the experience. In the world of fragmentation,
niching takes over for good. The mass is dead, what is standing after the dust
has settled are niche events more focused, more in tune with the needs of a
particular tribe.
This is the new order of
things, a new order borne out of the need to go back to the basics. The basic means
personalized events created that caters to a special group.
So much for a bigger audience and
nameless guests, welcome smaller audience that you know like the lines in the
palm of your hands.
So if you are part of the
Avengers of the event management industry, it is time to push forward the Age
of ULTRON. The earth badly needs your event management skills; it will not
tolerate inertia because of repetitive events that put us all to sleep.
Good luck and grab the piece
of the event management universe that is rightfully yours.
- Monday, April 20, 2015
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