EXPERTS & OPINIONS

Nov 01, 2023
Launch events for new products and services mark an exciting time for any organization, especially considering all of the planning and preparation that goes into ultimately making the launch a successful one. When crafting a launch plan and creating an event that aims to bring in a highly engaged audience, organizations should keep their goals and their corporate personality in mind.  From the hottest trends to bespoke events that are highly personalized, there are a million ways to showcase your great idea through a stellar launch event. Here are a few ideas to help you get started.… more
Oct 25, 2023
Generation Z, commonly defined as those born between 1996 and 2012, is the most diverse generation in history, having grown up with technology embedded into their everyday lives and being more socially and environmentally conscious than previous generations.  As a result, the needs and interests of Gen Z are quite different from other generations, and event planners must understand their unique characteristics to make events more relevant and appealing to them.   Here are eight key characteristics of Gen Z that event organizers should consider when planning events that cater to this… more
Oct 18, 2023
If you’ve worked in the meeting and events industry, you know that the only thing that is constant is change. And the past three years have been no exception. With meetings and events back in full swing, we are seeing some lingering impacts from COVID days that seem to be sticking around for the long haul. Perhaps the most notable: The shortening of the planning and booking window. Prior to the pandemic, events were typically booked 12-18 months in advance, however, since the pandemic, this booking window has often been reduced to six months or less. Whether an event is for 15 or 600, this… more
Oct 11, 2023
Building a brand requires a comprehensive look at your organization’s past, present and future. A significant amount of time, resources and discipline are necessary in order to implement a branding strategy that exemplifies the spirit of your mission and communicates that to your employees, your clients and the world beyond the show floor. The result will be a stronger organization, inside and out, that boosts staff morale, drives new business opportunities and spurs new innovations and partnerships for years to come.  Here’s a blueprint to start elevating your brand today – for tomorrow’s… more
Oct 04, 2023
Experiential events can be powerful tools for engaging customers with your brand and building loyalty. But what is it about experiential events that make them so compelling? It’s no secret that emotions play a big role in how we think, feel and act when attending an event. Understanding the psychology behind why people respond well to certain elements of your event can help you build unforgettable campaigns that leave a lasting impression on your visitors.   Here are six ways human emotions drive impactful campaigns and shape consumer behavior. 1. Emotional Decision Making Emotions… more
Sep 27, 2023
You’ve mapped out your annual sales conference for months. Now, it’s finally here — and it’s heading quickly toward being a disaster. Is there anything you can do so it doesn’t ruin the attendees’ experiences, your company’s reputation and next year’s turnout? The answer is certainly “yes,” but there’s a caveat: You must be willing to show major flexibility. Event planning isn’t an exact science. Something could go awry at the last minute, no matter how much you prepare. Adaptability will help you and your team navigate the rockiness swiftly and — if all goes well — without any guests… more
Sep 20, 2023
As the events industry continues to experience a significant bounce back after the COVID-19 pandemic, it’s no surprise that not everything is coming back easily. For some companies, it’s navigating the rapid surge back to in-person events after spending significant time and resources on developing virtual or hybrid infrastructure.  For others, it’s identifying new preferences of attendees for how event software is integrated into their event experience. Likewise, new expectations around the purpose of events and personalization of the event experience are also throwing event planners for a… more
Sep 13, 2023
​I try to go to Burning Man when I can and that may shock a lot of my peers and network. At first blush you might think it's all about drugs and nudity but this is NOT what Burning Man is about.  When Bob Priest-Heck and I joined forces at Immersa Marketing (many moons ago), our focus was on community. I asked him if I could go and "audit" Burning Man, and he agreed. I partnered with Cindy Shine and Shannon Malliet, and we made our way to Black Rock City, Nev. There were many lessons gathered on this pilgrimage as we tried to understand the difference between creating a "moment" vs. creating… more
Sep 07, 2023
In the ever-evolving landscape of business events, where people-to-people interactions continue to rise, the significance of networking events cannot be overstated.  These gatherings, whether in-person or online, offer a unique platform for professionals to exchange ideas, collaborate and form connections that have the potential to shape the trajectory of their careers and businesses.  However, amidst the buzz of exchanging business cards and collecting leads, it's crucial to recognize that business relationships forged in these settings are the true golden nuggets of networking. Beyond… more
Aug 30, 2023
Did you know that “event planning” has been ranked among the top 10 most stressful jobs since 2012 with Forbes putting us at the high spot of number 5? With the hustle and bustle of the fall event season upon us, it’s important to remind my fellow event marketing folks to prioritize our physical and emotional health.  With August being National Wellness Month, it’s also a great reminder for event professionals to take a deep breath and learn ways to cope with the stressors of working in the industry. So, how can event professionals incorporate wellness into their planning and work-life… more
Partner Voices
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here.   New Wave Experiences Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, more