When I first started attending technology and business events many years ago, they typically consisted of major exhibitions from companies like Microsoft and IBM. These were massive events at the largest exhibition halls in the country, dominating the hotels and conference facilities in the immediate area. They were huge, overwhelming, and inspiring. They allowed me to learn, meet with friends in the industry, and establish new, mutually beneficial connections.
While these events were often newsworthy, they were also sterile—they lacked a shared sense of community and did a poor job of raising the voice and interests of the attendees. When COVID hit, it served as a kind of collective “reset” button on the event industry.
Today, a new generation of business events is on the rise. One that caters to a connected community that is not only focused on the main event, but also moments that enrich value for attendees before, during, and after the event. Event organizers have upped their game in five significant ways.
Event Size & Localization
In-person events are trending towards smaller experiences. Amy Riemer of Riemer Communications, a boutique PR consultancy that helps organizations plan events, notes, “We are seeing more focused events. Where a plant-based foods event was formerly part of a bigger restaurant and food show, they are now conducting their own more focused events.”
Amanda McKillip, SVP of Agency Event Production for Freeman, one of the largest conference and event companies in the world, agrees. “Attendees want to lessen the impact on the environment, which is conducive to more local and focused shows.”
At the same time, health and safety concerns have contributed to smaller events. Sally Guyer, Global CEO of World Commerce and Contracting, drives events to have a more intimate (and subsequently safer) experience. “I feel a palpable difference this year in the desire of people to be back in person,” she observed.
Community & Content First
A key focal point of smaller shows is the desire to connect with others in meaningful and authentic ways. Big, blowout parties give way to gatherings where attendees can develop meaningful relationships, learn intensely, and broaden their networks.
John Siefert is CEO at Dynamic Communities and Acceleration Economy, the organizers of the Microsoft Dynamics Communities Summit. Seifert recognizes the importance of heightening the community experience. “We have brought content experts in to organize multiple tracks at our events, so the attendees have a clear vision of where they fit and which sessions they should attend.”
At many events, you’ll also notice the shift to shared tables that allow attendees to connect. McKillip notes, “More free time is being introduced into events to help facilitate networking, roundtable discussions, and smaller group activities. These community tables are being made available and targeted around specific topics to initiate discussion and more meaningful engagement.”
Event organizers are also trying new approaches to foster connections. “We see mentoring activities taking place, pairing experienced attendees with people who are new,” Riemer shares. “It could start as a simple breakfast meeting at the beginning of the event, which establishes a connection point for the new attendee, and often leads to other introductions.”
They are also investing significant time and money to make sure event apps deliver meaningful content—and help people to connect with during and after the event. McKillip adds, “Apps and RFID sensors are tracking attendee activity and making suggestions for sessions and events.”
Keynotes Redefined
Today’s keynotes are more vibrant, diversified, fast-paced, and not always linked specifically to the theme/focus of the event. Siefert brought Julie Landauer, a world-renowned NASCAR driver, to speak at his Dynamics Communities event. Riemer understands. “Politicians, celebrities, well-known chefs, and tech icons help organizers create excitement around their events.” It allows attendees to explore new horizons while still getting benefits from other keynote and session speakers.
The formats of keynote presentations are changing as well. Speakers are often presenting for 15-20 minutes as compared to long, drawn-out monologues. We’re also seeing more teams speak. At the Microsoft Ignite conference, Satya Nadella, CEO, asked Jeff Teper, President of Microsoft 365 Collaborative Apps and Platforms, to speak on a topic related to AI. Jeff brought multiple people to demonstrate and discuss supporting points.
Sponsorships Reshaped
We all know that feeling: you’re ready to hit the exhibit floor but dreading the fact that every vendor will be hawking their wares. Event organizers and vendors fully understand. “The exhibit floor is being segmented more thoughtfully into meeting spaces, lounges, food and beverage service, and other more engaging types of spaces,” McKillip notes.
Riemer adds, “Vendors are using new techniques to engage with attendees and set the stage for new moments. Some vendors are bringing in social media influencers who report live from booths, some offer virtual reality experiences, and others introduce gamification.”
Event organizers are also looking beyond the exhibition floor. Riemer is regularly seeing “vendors hosting events at a local establishment where they may have tasting menus, bowling events, axe throwing competitions—you name it. They want to foster authentic bonding moments for a smaller, more engaged subset of attendees.”
The Event Continuum
While an event may have an official start and end date, today’s business events have a much longer continuum that starts months before the event and, ideally, goes on indefinitely. Siefert shared, “They have great success with pre-conference events, where people come into smaller venues prior to the main event. This sets the stage for a more vibrant community during and after the event.”
Siefert, a CEO who bets big on community, has an established website that continues to keep people connected before, during, and after the events. “We have an always-on learning platform called ‘Dynamics Communities’ that features new daily tips, tutorials and how-to’s, along with recorded content from our summits. This is complemented by 24 ‘User Group Experts’ who regularly contribute video and written content.”
