Events 2.0

Affordable Meetings National
Hospitality Sales & Marketing Association International (HSMAI)
Sept. 5-6
Washington Convention Center
hsmai.org

Attendees: 1,700 meeting and event planners

Issues:

* Green Meetings Initiative. Encouraging the use of sustainable, eco-friendly practices in hospitality, meeting, and travel industries. The greening of the hospitality industry. Note: I wrote the cover story appearing in the summer issue of the industry’s marketing journal. (See related post.)

* Harnessing new tools and new media, such as social network websites. A new industry report, “The Travel Marketer’s Guide to Social Media and Social Networking,” will be released within a few weeks. Web 2.0 will help revitalize tradeshow marketing. The social media toolkit includes blogs, wikis, bookmarks, Tweets, podcasts, Mashups (trip planning), Widgets via badges, flakes, and next-gen brand education tools. In an age in which prostitutes Craigslist to expand business, it’s essential for legit businesses to get on the I-ball.

* Event Technology Expo. These days, exhibiting is far more than handing out brochures.

* Among trends: Meetings online. Hospitality and travel tapping into the Conversation Economy. A Travel Industry Association/TravelHorizons study indicated two-thirds of online adult leisure travelers consume online video and audio clips, 4 in 10 read blogs, share photos via the web, and take virtual tours. 1 in 4 post responses to blogs and participate in social networks. These figures seem low...or perhaps I’m immersed in the hyper-conversation economy. Speakers straying from the podium, some breaking the ice and barrier by greeting attendees at the door. Treasure hunts. Rock camps as audience attracting and bonding strategy. The last two are among techniques to seek primacy of in-person seminars over webinars.

* Fad vs. trend: Fads fade, trends endure...like the ever-more-elaborate ice sculpture not likely to melt in this century. As for a fad, let’s hope one is hired faces emerging from carved pumpkins and other buffet “head case” centerpieces.

* Catering crazes: Mashed cauliflower bar, tapas, mini-anythings.

* Turn events into memories to court short-attention-span guests: New York BizBash boss Richard Aaron (featured in my 2006 WOW Factor article) suggested:

Wikis about your event to get input, ideas, drum up interest.
YouTube – create a viral video.
Throw a rave on the street in a garage.
Celebrity bartender for nonprofit fundraiser.
Display appetizers on the wall.
Light projections...everywhere.
Partner with a nonprofit arts organization in your community!

* Fun fact: Launching a lecture with a laugh releases a shot of negatively charged ions over your cerebral cortex. Laughing can possibly save a life.