State of the Industry Corporate Report: Maximising event strategies and data

Those we surveyed were using a range of engagement strategies to connect with corporate audiences, while some were far more sophisticated than others in their use of data to inform future events.Some talked about using behavioural science and targeted marketing platforms to address attendees, while others were building out new ELG (event-led growth) strategies to better understand and demonstrate the business value of their event programmes.The personalisation of events remains a key trend, with many saying they were offering delegates “greater choice” and opportunities to customise their experience. These included: “allowing audiences to tailor agendas to their interests”, “providing opportunity pre-event to submit both topic suggestions and ideas on how to make the event more accessible” and “personalised events (choice of topics, workshops etc.), regular movement within the event, constant feedback rather than didactic presentations”.Keeping things interactive and dynamic was a recurring theme, with one respondent offering “workshops, more networking options and collaborative exercises, rather than too many presentations” and another “incorporating plenty of peer-to-peer networking, alongside the opportunity for attendees to have quality one-on-one time with experts presenting at the events”.For some, it was all about making delegates feel part of something bigger. “Inclusion in aspects of conference contentand legacy,” was a key part of the experience for one respondent, “ensuring they know they have made a difference”.Experiences not eventsAs one event professional put it, “Delivering an experience rather than just an event” is the order of the day, and some were including a strong element of festivalisation. “Interactive entertainment such as game shows, bingo, free play games, roaming bands and more,” suggested one respondent, along with “corporate festivals with inclusive activities, from funfair rides, stalls and inflatable games to live music.”Providing interconnected in-person and digital experiences was important for many. “Physical and virtual models of assets that give an interactive experience and something to ‘touch and feel’, avoiding long periods of ‘broadcast’ or being spoken to,” were key for one respondent. Another was embellishing their digital offering around the event with “Virtual event invites with an interactive entertainment app, Q&A digital polls [and] gamification”.Making the most of dataWhen it came to collecting and utilising event data, most were broadly happy with their performance. Around two-fifths (42%) said their use of data was good or very good, while 29% said their use of data was satisfactory.The same number, though, said their use of data currently needs improvement – with around one-in-10 (13%) saying it needed ‘a lot’ of improvement. As one respondent admitted, “We could do a lot more. We look at each event separately rather than using that data to shape the future.”Event metricsSo, what kind of metrics were event organisers gathering, and how were they using these to inform their future programmes? Obviously, attendance data was crucial, but as one noted, “Many stats on attendance don’t give us insight into the success or failure of any event.”Therefore, many respondents were trying to dig deeper with their post-event surveys and, alongside demographic data and satisfaction scores, were asking delegates “why they were there, what they got from the event, what they would want to see more of – and using that to shape future events”.For some, collecting detailed demographic data on attendees’ career stage, ethnicity, gender, disability, accessibility information, geo-location and travel choices was helping tailor their programmes: “We regularly look at what sort of audiences attend our events and how we can improve the experience for them going forward.”Others were tracking social media engagement, digital dwell times, and attendee sentiment at the actual event.While some were experimenting with AI tools, others were more sceptical. “We looked at earlier versions of IBM watsonx.data and found that the AI assumptions of consumer profiles/behaviour were off-base,” said one. Another said their corporate focus was on the “human touch vs automatic/digital.” Meanwhile, numerous event professionals were busy getting on top of sustainability reporting – including gathering dataon CO2 emissions, methods of travel, wastage, food, trucking and suppliers’ own sustainable practices – in order to identify areas for improvement.How corporate planners are boosting engagement- “Social, contests, know-before- you-go targeted mailings”- “Incentives that help the planet”- “Collaboration activations with suppliers to maximise audience reach”- “Incorporating clever event design/layouts”- “Utilising an event app to engage guests pre-, during and post-event”- “Making networking opportunities the place to be and using social media to create buzz”- “Before and post-event targeted comms and offers”

State of the Industry Corporate Report: Maximising event strategies and data

State of the Industry Corporate Report: The future's biggest challenges

State of the Industry Corporate Report: How brand events are putting DEI in the spotlight

State of the Industry Corporate Report: Taking meaningful steps towards sustainability

State of the Industry Corporate Report: Maximising event strategies and data

State of the Industry Corporate Report: The future's biggest challenges

State of the Industry Corporate Report: How brand events are putting DEI in the spotlight

State of the Industry Corporate Report: Taking meaningful steps towards sustainability

Confirm cancellation