2018 IAEE Expo Expo
Join Dan Hoffend, Jr., President of H2.0 Consulting as we dive into the concept of PURPOSE and how that impacts show design and experiences especially for association or community driven shows.
Purpose Driven Events and Connections
Is your event a Marketplace or an Experience? Both have merit but in today’s world it is imperative that you are working to control and extend the experience at your event. A huge portion of trade shows invite both exhibitors and attendees together and then stand back and let those two groups create the experience vs actively driving. Discuss how to generate a multi-year plan for your event vs only thinking about the next show as you completed the one prior, including ways to explore how to generate sponsorship activations with anchor exhibitors that can fund EX (Event Experience) development.
Think about what is your “why” statement? Or “purpose" statement? This is not the Mission statement but the emotional attachment to the attendees, exhibitors and your staff. It plays into a term that’s called “Heart Share” defined as the portion of your heart that is dedicated to the cause and purpose of the event experience and association membership. Creating the purpose should be clear and present in every aspect of the association and event experience. Look at what is your personal brand? What is your association’s personal brand? How are we pulling together the strength of our brand to essentially “own” the audience?
Last but not least, it's important to talk about the “idea killers” and how to combat the urge to maintain the status quo. Essentially, by doing so, it will help you to begin to develop new ideas and transformation/evolution methods for your events. Setting specific goals to improve the results and understanding how to use the objectives of anchor exhibitors to support the experience.
Available to MATSO Members Only