Why you should plan more events
The world is changing at an unprecedented speed. The transitional phase we are in now has an influence on the way we communicate. We are constantly multitasking- while we are listening to a keynote we are checking and replying our emails.
We are living in a connected digital world where we are surrounded by personalized and compelling stimuli and messages. We are in battle for attention where we cannot just talk at the audience- we have to take them on a journey. We have gone from ‘make me listen’ to ‘make me care’ and now to ‘make me part of the story’. On this journey there is no first class. Each individual is a passenger that has an impact on creating joint future. As an event organizer we have to engage each individual passenger to fight the battle of attention and to create a memorable collective experience. But why should we bother? Why are events so important?
Events give you access to your stakeholders who can be customers, clients, partners, suppliers, investors, employees or other professionals that are relevant to you. It is the perfect stage for face-to-face communication and allows you and your stakeholders to meet in real life, build relationships and share knowledge, interests and opinions. Events are real time and place based which enables immediate feedback and conversation. Without ongoing participation of your stakeholders, it is hard to survive in this competitive world. We and our stakeholders are mutually interdependent. Creating a stage for them to participate and share their knowledge means to allow idea creation and innovation. Events become an environment for learning from both sides that gives value to all present stakeholders. However to believe that engagement just naturally happens during an event is a popular misconception. What does it really mean to engage?
Frankly speaking, events didn’t really change over the last decades. You pretty much know what you can expect of attending a conference- registration, keynote, lunch, keynote, networking. Same procedure. It is kind of predictable. The magic happens when you experience something unexpected which surprisingly involves your senses. That is the moment when engagement happens, when you create an experience that will last and become one of the most powerful marketing tools. Providing such an experience creates hot news. Having an engaged audience means having an audience who want to share their event experience with their social media, colleagues, friends and family. The feeling of involvement and engagement can reinforce conversation with your stakeholders itself but at the same time also with their network. In this way event professionals extend their marketing reach and exposure. That’s why it is important to involve your attendees in your event- let them have an active role in it. It will be beneficial for you and your stakeholders.
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