1. Lessons In Leadership
  2. Thoughts from the Zeitgeist
It’s time to show eventgoers some love. Brand marketers all profess to love their customers, but like many star-crossed teenagers, they struggle to find the right words. That’s why they sift through data analytics, hoping to find a clear answer to the question, “what do my customers want?” They hire agencies that develop robust strategies […]
  1. Lessons In Leadership
  2. Thoughts from the Zeitgeist
Organizers and exhibitors should focus on attendee-driven objectives. When I was a younger person discovering everything possible in the events industry, the game-changing technology that rocked my world was the use of scannable name badges at registration. Technically, they were “swipeable,” relying on handheld devices to read a magnetic strip. The data on the badge […]
  1. Lessons In Leadership
  2. Thoughts from the Zeitgeist
We need to design events for the eventual decision makers. I can’t remember a time when companies weren’t interested in understanding what their customers wanted, but I have lived long enough to witness an incredible acceleration in our ability to gather and analyze pertinent data. In the events industry — and I assume this is […]
  1. Lessons In Leadership
  2. Thoughts from the Zeitgeist
You already love AI.  It seems as though every article or post I’ve read lately references artificial intelligence. Of course, AI has been around for decades, but the speed and memory capacity of computing systems have made AI applications ubiquitous. And so people race to that band wagon to either credit or blame artificial intelligence […]
  1. Lessons In Leadership
  2. Thoughts from the Zeitgeist
In between is the right place to be.  I’ve been thinking about interstitials lately and what it means to be in an “in between” space. Our strategy team has observed a trend in which corporate marketers are experimenting with activations staged in venue entrances, hallways, patios, and other places that are on the way to […]
  1. Lessons In Leadership
  2. Thoughts from the Zeitgeist
Not brand new, but on brand.  Although I am a shameless advocate for the value of live, in-person events, I don’t generally force comparisons with other marketing channels. Especially with broadcast media. That’s because it’s an apples-to-oranges comparison. Super Bowl ads reach something like 100 million viewers simultaneously and the best strike with the intensity […]