Maximising ROI from events in a digital world
Like it or not we are in a predominantly digital age. Technology has moved so fast that it is affecting almost every part of our lives. Social media, data security, virtual reality, Blockchain, artificial intelligence, Big Data – the list goes on.
We are also living in a world where there are five different generations of people – each of which communicate in entirely different ways – from the Veterans in their 70s down to the digitally savvy Generations Y and Z. Yet the vast majority of organisations continue to act as if there were, at best, two types of target audience – ‘old’ and ‘young’.
In today’s multi-channel world where there are a huge variety of different niche audiences, it is becoming increasingly important to have a multi-generational business and communications strategy. Unfortunately, a majority of companies – including event organisers – are woefully unprepared to meet the challenges of this new landscape.
However, no one should be surprised by this. Human beings don’t like change – including business professionals – especially when it is as potentially life-changing as the one we’re all experiencing as a result of technological advances.
Doing nothing is really not an option though, especially when you consider the current event ‘pain points’:
- Footfall at many events is dropping as people prefer to network or socialise online
- Therefore, ROI may be dropping for many exhibitors
- Particularly those without a proper digital communications strategy of their own
- There is a clear need to provide a digital as well as traditional element to conferences
- We’re in a very different marketplace with a younger generation who have totally different touch points and expect different things from events
Ways to maximise the ROI from events
The key thing is to have a proper digital engagement strategy for your event. One which takes into account the changing business landscape and helps you plan for the future, as best you can.
There are so many ways that you can maximise the ROI from events – both your own as the organiser and that of your exhibitors. Solutions include:
- Enabling ‘virtual’ as well as real-time events
- Creating digital packages for exhibitors, including video content
- Pre and post event video content
- Setting up private online forums for exhibitors
- Private seminars for exhibitors
- Maximising the use of hashtags
- Encouraging user generated content from delegates
- Promoting social media channels and hashtags for events
- Real-time monitoring of conversations
- Measuring online effectiveness and reach
At next week’s Nimlok’n’Load event, I’ll not only be explaining about how you can implement these ideas but also talking about how you can thrive and compete in today’s digital world – all using a simple business communications system known as DNAsix®. This is based around six key pillars – Strategy, Culture, Content, Community, Advertising and Data. Watch this short video which explains how this works.
I’ll also show you how you can use DNAsix® to harness the resources you already have in your companies and create an effective digital engagement strategy both for your business and also for any events you run.
I very much look forward to seeing you all on 16th!
David Taylor is a digital business consultant with 25 years’ experience of the UK media scene garnered from a career in journalism, in-house media relations, PR, marketing, social media training and digital management consultancy.
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