Going up

Staff appreciation

In the events industry, recognising and rewarding staff has become essential for creating a motivated and dedicated team. Acknowledgement can come through incentives, public recognition and team-building activities. Valued employees are more likely to go above and beyond, which can have a profound impact on the success of an event.

AI-powered event planning tools

Artificial intelligence is revolutionising event planning by simplifying complex processes and offering intelligent insights. These tools can automate repetitive tasks such as scheduling, budgeting and supplier management. Additionally, AI enhances decision making by analysing data, predicting attendee preferences and optimising event logistics, empowering event managers to save time, reduce costs and deliver more impactful events.

Experiential marketing

Event managers are increasingly prioritising the creation of immersive and memorable experiences that resonate with attendees. This involves blending technology, interactivity and creativity to craft personalised journeys. By incorporating interactive elements, sensory-rich environments and emotionally engaging moments, these experiences ensure attendees leave with a strong connection to the event, boosting overall satisfaction and brand loyalty.

Data-driven decision making

Data analytics are transforming the way event managers approach planning and evaluation. By analysing attendee behaviours, preferences and feedback, event managers can uncover actionable insights to tailor event experiences and measure ROI. This strategic use of data allows for improved decision making, enabling events to be targeted, efficient and successful in achieving their objectives.

Going down

Traditional event formats

The standardised, one-size-fits-all approach to events, such as plenary sessions and panel discussions, is rapidly losing its appeal. Modern attendees crave dynamic, interactive and personalised formats that encourage engagement and participation. Without adapting to these evolving expectations, traditional formats risk becoming outdated and fail to deliver meaningful experiences.

Overemphasis on keynote speakers

While keynote speakers can be a highlight, placing excessive importance on their presence can detract from the event’s overall value. This approach risks sidelining other important elements such as impressive local faculty, breakout sessions, networking opportunities and workshops. A balanced program that provides diverse learning and engagement opportunities ensures a richer and more inclusive experience for attendees.

Lack of post-event engagement

Focusing solely on the main event without fostering long-term connections is a missed opportunity. Post-event engagement – such as personalised follow-ups, exclusive content and networking opportunities – keeps attendees invested and builds lasting relationships. Overlooking this phase can limit the event’s ability to foster brand loyalty and encourage repeat attendance.

Generic event themes

Themes that are overly broad or uninspired – such as “Innovation” or “The future of” – no longer captivate audiences. Attendees expect thoughtful, relevant and engaging concepts that align with their interests. Developing unique and specific themes ensures an event stands out, creates a sense of intrigue and leaves a lasting impression.

Photo at top: iStock/VPanteon.