Download The Evolution of Meeting and Event Communications

AS SEEN IN ELITE MEETINGS COMMUNITY BLOG
The Evolution of Meeting
and Event Communications
through New Technologies
Jim Ruszala, Director of Marketing, Maritz Travel
© 2011 Maritz All rights reserved
AS SEEN IN ELITE MEETINGS COMMUNITY BLOG
Successful meeting and event programs are built on effective communication efforts with
audience members. Communicating well and communicating often is a proven way to keep
your audience engaged, informed and motivated. Today companies have more communication options to choose from based upon their event needsor audience preferences. But, this
wasn’t always the case.
Historically, meeting and event planners were limited in terms of what communication options they had available. Creating and supporting levels of engagement during a program
period was one thing, but leading up to and creating an afterglow experience post program
involved a number of challenges that required new, more interactive tools and approaches.
Through the course of the last several years, communication options have vastly evolved,
leading towards much broader opportunities to further excite, engage and extend the overall
attendee experience.
Think of it this way, today’s communications have shifted from just supporting one-way informational exchanges to helping better create more engaging, two-way dialogues between
hosts, speakers, sponsors and attendees. Consider the following periods of meeting and
event communications, from where we were to where we are now:
Event Communications 1.0
In the early years, meeting and event communications mainly involved traditional hard copy
mailings, outbound calling and fax transmissions. These one-way communication exchanges
may have helped logistically, but were highly limiting when it came to one-to-one promotional relevance or communicating real-time shifts, changes or program updates.
Event Communications 2.0
The dawn and mass market adoption of the Internet brought an immense improvement to
meeting and event communications. Websites were created as a central linking point for
program attendees to reference and register. In addition, emailing was integrated into communication strategies, providing a new and more effective mix for marketing efforts; it also
could be used to provide ongoing announcements leading up to and following meeting and
event programs. We’d have to wait just a bit longer for technologies to evolve and enable us
to create more effective, two-way and interactive communication experiences.
Event Communications 3.0
New technologies and new uses of existing technologies have impacted and created significant shifts in how people manage, operate and socially interact with one another. Face-toface meeting and event interactions now are more informed and greatly influenced by social
networking, virtual engagements and the use of mobile applications.
Social Networking
Whether you like it or not, social networking is occurring already with regards to your
meeting and event efforts. Ignoring it would place your program and organizational objectives at a disadvantage. Embracing social networking involves a number of considerations
and can range in its level of adoption, but its inclusion can greatly enhance your ability to
inform, motivate and extend your program’s communication reach. Check out an earlier
posting “Can Social Media Enhance Your Next Meeting, Event or Incentive Program?”
© 2011 Maritz All rights reserved
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Virtual Engagements
The term “virtual” is often defined differently based upon who you ask. There are a
number of technology advancements that have created different engagement options. For
instance, the use of virtual worlds or Virtual Engagement Platforms (VEP), regional satellite
broadcasting, web casting and collaboration as well as telepresence are all primary industry
formats available and in use today. However, each type has its strengths and weaknesses,
but the right combination with specific face-to-face meeting and event types and audiences can substantially improve levels of reach, engagement and program performance.
Mobile Applications
A growing number of attendees are demanding more integration of mobile applications
into the meeting and event programs they participate. Mobile platforms have become
today’s intersection point of the physical meeting or event, virtual experiences and social
networking interests. Put simply, program attendees want experiences that are more convenient, interactive and integrated with their mobile devices. Making appointments, noting calendar commitments, sharing contact details and having access to interact with other
attendees, sponsors and speakers 24/7 are among a variety or inclusions they’re looking for
in today’s meeting and event programs.
These types of communication options can be deployed as tools to extend the overall attendee reach and experience throughout the lifecycle of a program – before, during and after
your meeting or event.
Organizations have greater opportunities today, over programs of the past, to create better
business outcomes with the right integration of two-way, interactive communication options
thanks to new technology advancements. Such opportunities enhance the value of meetings
and events by further engaging an organization’s people – employees, channel partners and
customers. While situations vary, so should the strategy. Otherwise, organizations run the
risk of an ineffective, one-size-fits-all approach. Planners need to consider what the right mix
of communication options can best help extend their program’s content, expand the audience reach and create enhanced ways for program attendees to interact and engage others.
The future of meeting and event communications isn’t coming, it’s here. What have you
found that works better for your program, organization and attendees?
For more information, please visit Maritz at www.maritz.com
or call (877) 4 MARITZ.
© 2011 Maritz All rights reserved
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