Event planners are hardy individuals, always ready to roll their sleeves up and turn out miracles. While they may not be afraid to put in the hours necessary to plan a successful event, they won’t turn their nose up at the opportunity to streamline either. And this is where new technology comes to the fore and why artificial intelligence will continue to make the event planner’s job that much easier. So, how can A.I. simplify your life as a planner and thoroughly enhance the attendee experience?

1. Networking

Let’s face it, many of your event attendees will take their time to blend in, might be introverted, or simply slow to join the conversation. Yet, in an ideal world, you’d love to see each attendee get maximum value out of their day and find people with shared interests right away. A.I. can help with networking, and specific tools can help to strategically match any attendees without a lot of personal effort on your behalf. In this way, those attendees can discuss common challenges or explore opportunities and are likely to have a much more productive event as a consequence.

2. Analytics and Planning

In the past, it may have been true to say that the more information you gather, the stronger you will be from a planning perspective. However, it is now more accurate to say that the more targeted you are with that information and the more powerful your analysis, the better event you can stage in the future. Artificial Intelligence in this situation can help you to create personalized, niche events and reach out to your ideal participant. Rather than shooting in the dark, you’ll know that you are adding features to your event that will be attractive and that will meet approval from your attendees.

In addition, this A.I. will enable you to plan your meeting space, set out a conference hall without any guesswork, handle the sound, lighting, and other factors to give your attendees an optimal experience. The software will also tap into a resource database and find the perfect contractor for individual tasks without guesswork or hassle. It’ll eliminate the need for that trusty Rolodex or its digital equivalent, and this will make decision-making much faster. It will also help you to match your vendors perfectly.

3. Translation and Visitor Experience

Those planners who organize international events know how hard it can be to cut across the language barrier and ensure that all attendees are happy. If not successful, this can lead to frustration or a bad reputation, and faced with this prospect; many planners bring in “human” translators at a high cost. Thankfully, it is now possible to use A.I. tools that function efficiently and can always be on hand to act as a personal translator.

4. Security

Security and safety have never been more critical. After all, bad actors may continue to threaten any gatherings, especially larger events. Event organizers are also expected to look out for their attendees and ensure they are well catered to and for throughout.

In the past, security has been a big headache, especially at more significant events. However, it’s more important than ever to ensure that those who enter the venue and mingle with your attendees are supposed to be there, and this is where facial recognition software can be worth its weight in gold. This type of software is becoming more prevalent, and PCMA has also had a close look at the potential of facial recognition software.

Furthermore, tracking software can passively track individuals as they move from one stage of the event to another and can tell you if anybody is missing. The organizer can then initiate checks, such as sending a message to their bedroom to see if they are okay.

5. Feedback and On Event Efficiency

Not so long ago, chatbots were relatively simple and, depending on your viewpoint, quite annoying. Today, however, they are far more intelligent, able to ask complex questions, decipher the answers and gather a lot of valuable data as they do. They are also a lot more user-friendly, less intrusive, and easy to work with, so attendees do not mind giving feedback through these devices. Consequently, planners can use chatbots to gather real-time feedback through polls and surveys. They can find out what works and what doesn’t and, sometimes, make adjustments on the fly. Chatbots can also take the heat away from your customer service team when accurately programmed and set up. They will register guests for functions, reserve seats, sell tickets or let the CSM know if somebody prefers the tiramisu to the fruit cocktail.

6. Marketing and Future Planning

As planners get their hands on more granular data provided by A.I., they can use this information to manipulate their client list. They can identify commonalities or trends, dig into demographics and create marketing programs that should hit the mark every time. Meanwhile, you’ll be able to create perfectly formed ads that speak directly to the defined avatar and then be able to split the messaging capability if need be. You can use this information effectively through conventional marketing methods, one being social media. It’ll also help you promote your events more effectively and get them off to a flying start.

Powerful Partners

There’s no need for you to go it alone these days as you can take advantage of influential partners, companies that have already invested in A.I., as well as other event management tools and solutions. These partners can help make an in-person, fully digital, or hybrid event a success by rolling out various tools and web-based solutions. Companies like eShow can help you with RFID attendee tracking, for example. They also have tools like Meeting Logistics Manager that can orchestrate all the details and ensure that each function is well planned, staged, and received.

Reach out for More Information

Get in touch with the visionaries at eShow today. They’ll help you gain a unique advantage and bring a number of A.I. driven revelations to your next successful event.

Event sponsors are an invaluable resource for event managers, especially those who find themselves with aspirations above their budgets. But, sponsorship is a give-and-take relationship. Of course, sponsors want to ensure that their companies are reflected favorably within your events in exchange for their financial support. But, they want more than simply having their logos and branding displayed throughout the event; they want to ensure that they are working with an event manager they trust and who values the relationship. They’re looking for a partner.

To show sponsors that you value their relationship, there are things that you can do to keep them coming back event after event (assuming their product/service is in line with the theme of the event). Please don’t make the mistake of thinking that you’re the only event manager seeking their sponsorship. As with personal relationships, sponsors can always have others vying for their support and presenting more attractive offers.

To stay in good stead with your sponsors, here are five strategies for nurturing the relationship before, during, and after your event, so they look forward to working with you when the next event rolls around.  

Maintain Open Lines of Communication

Again, as with personal relationships, communication is an essential component of a healthy relationship. Show sponsors that you’re committed to their brand and value the relationship by initiating conversations. This could be as simple as providing regular updates (both positive and negative) during the event or congratulating them on business achievements you’ve learned about in industry news.  

Communicating in these ways will not only have sponsors trust you, but they’ll feel a sense of community with you.

Personalize Your Communication

After you’ve secured the sponsorship, don’t rest on your laurels and neglect to continue being polite and accommodating. Keep in mind you’re dealing with another person (or group) who wants to be treated with respect and kindness. Sure, they represent an entity, but at the end of the day, they’re just people.

Your communication with your sponsorship contacts should be personalized by always using their names in any correspondence or phone conversations. When someone shows kindness, remember the Golden Rule and express your gratitude in a timely manner. 

Be courteous and give your contacts time to assemble any information or materials you may need from them. Don’t wait until the last minute and make them feel rushed. Remember they have other pressing matters to attend to other than your event. Within 24 hours of the event wrap-up, send sponsors an email or, better yet, a thank you card. Personal touches like this will stand out and be remembered.

Show Them the Benefits

Although sponsorship company contacts are people, they represent a business, and that business has specific goals when they offer financial support. When you approach them with a sponsorship request, you should get a clear idea of those goals and show them the tangible benefits of partnering with your event. Be specific about how you can help them reach their goals, whether to increase web traffic, lead generation, or actual sales. 

If they agree to offer support, you must deliver on everything you’ve promised and show them how successful you both were thanks to your partnership. eShow can help you provide specific data to sponsors to show how those goals were reached.

Create a “Memento” Package

You are planning to take pictures of logos, signage, and product placement to help in promotional materials for future events, right? Why not assemble those photos along with event collateral and present them to sponsors along with your data report

This will not only prove to sponsors that you did what you promised, but it will also show that you find them worthy of special attention.

Treat Sponsors Like the VIPs They Are

Let’s face it; your grand event may not have been possible without the financial support of your sponsors. Show your appreciation by adding value to their involvement by facilitating networking opportunities. If you feel that your sponsors could benefit from connecting with one another, make an introduction. Or, if your sponsorship contact has a penchant for one of your speakers or performers, set up a meeting. 

Whatever you can do to make your sponsors feel special will go a long way towards showing that you don’t take their contribution to your event for granted. If your event results in them meeting their sponsorship goals and making favorable business connections, you’ll be In a good position to reach out for future sponsorship.

Final Thoughts

Providing sponsors and exhibitors with favorable Return On Investment (ROI) data will encourage them to participate in future events. But if you really want to go the extra mile and wow sponsors, the strategies above will keep you at the forefront of their minds. Not only will they be likely to sponsor future events, but they’ll be so impressed with your attentiveness that they may even approach you about being a part of future events. 

Partnering with sponsors can result in wildly successful events.  If you partner with eShow, we can help you manage those partnerships to achieve maximum results.  Our Lead Retrieval module is an attendance tracking service that will show sponsors/exhibitors how many event attendees participated in their sessions or presentations.  But our support doesn’t stop there. Our web-based tools can help you manage your entire event from conception to execution. 

Whether you’re hosting in-person, hybrid, or virtual events, we can provide the tools you need for event success all under one roof, so you don’t have to work with multiple vendors. We’ve launched a new campaign (“We Are Wherever You Need Us”) whose primary concept is “tell us what you need/are looking for, and we’ll tell you which products will work best.”

Contact us today for a no-obligation demo to learn more about this campaign and how eShow can meet all of your event management needs.

Today’s consumers are exposed to thousands of advertisements every day – and they’re getting burned out. The constant influx of marketing messages has led people to simply ignore the bulk of them. This makes it incredibly difficult for brands to get through the defenses consumers have built up and influence their buying decisions.

Marketers and event planners striving to make an impact must step outside the box and find creative ways to engage their target customers. Experiential Marketing is one approach that can bring exceptional results. Incorporating this concept into your events can make them both more exciting and more effective.

Ready to learn more? Stick with us as we break down precisely what experiential marketing is and how you can use it to liven up your future events.

What is Experiential Marketing?

Experiential marketing involves using immersive experiences to market a product or a brand. It allows brands to go beyond telling consumers why they should buy a product and instead create an intimate, personal experience with it. This gives consumers the chance to feel the emotions that come with actually using a product and makes them feel like they’re a part of your brand. It also gives the brand a chance to build a stronger relationship with the consumer and demonstrate value.   

It’s common for clips of experiential marketing to go viral, thanks to the excitement it creates. These events should be fun, social, and always keep the consumer experience front and center. Using your creativity to weave experiential marketing into your events will help you truly “Wow” your clients and keep you a step ahead of your competitors.

Examples of Experiential Marketing Done Right

Still not clear on what experiential marketing is and how to incorporate it into your next event? Take a look at these three show-stopping examples.

HBO’s Escape Room

Most people are familiar with escape room games. These interactive rooms require you to solve puzzles and find clues so you can “escape” the room within the set time limit. In 2017, HBO made a splash with its own set of escape rooms, which they set up at the South by Southwest® (SXSW) event.

The company created three separate escape rooms based on their popular shows VeepSilicon Valley, and Game of Thrones. The event was incredibly successful because it required participants to be fully engaged, brought some of their most popular fictional shows to life, and allowed fans to literally become a part of them.

Disney’s CoCo Live Mobile App

When Disney’s event CoCo Live showed at Los Angeles’ Hollywood Bowl, patrons were asked to download a smartphone app before the show. Then, during the show, they were able to watch close-ups of characters on stage, receive exciting still clips, and interact in other ways during key performance moments. Based on the success of these types of broadcasts, event planners may consider using their own mobile apps to enhance their experiences in exciting new ways.

Asics “Support Your Marathoner” Campaign

During the NYC Marathon, shoe company Asics used RFID tags embedded in runners’ bibs to project messages from loved ones on big screens as participants passed them. The screens showed texts, still photos, and videos to give the runners the encouragement they needed to finish out their race. 

Since the NYC Marathon is one of the largest in the world, this gave the company an incredible amount of exposure in a way that didn’t feel like advertising. Rather than blocking the images out because they were highly personalized, participants and viewers went out of their way to pay attention to them. 

Tips for Planning Your Experiential Marketing Event

As you start to plan your next experiential marketing event, there are a few basics you need to know. Be sure to consider the following vital tips.

1. Creativity is Critical

The best experiential marketing campaigns are new and exciting. This means you’ll have to use your creativity to develop an experience that hasn’t been done before. It’s important to note that you don’t have to have a huge budget to pull this off. You’ll need to use your imagination and find a way to make the crowd stop and say, “Wow.”

2. Make it a Sensory Experience

Try to make sure your experience uses all of a person’s five senses – sight, touch, smell, taste, and hearing. This is the best way to create vivid memories that will stick with your audience well after they’ve gone home.

3. Find Creative Sample Opportunities

It’s important not to be too “sales-y” when creating these experiences. However, if you can find ways to creatively get the product in people’s hands, then you’ll definitely want to do it. This might include a pop-up tasting, free samples, or on-the-spot free trials. Not only will this help get people interested in your brand, but it will also make them more engaged.

4. Don’t Be Afraid to Go Big

When planning your experience, do your best to create something shocking. Remember, the point is to get people to pay attention. That’s not always easy to do, so be prepared to go big.

5. Remember Your Call to Action

You don’t want to get people all excited about your brand and then leave them wondering what to do. While you’ve got their attention and their goodwill, be sure to prompt them to take some sort of action.

Experiment with Confidence

Experimenting with new marketing methods is easy when you have the right partners by your side. At eShow, we provide event organizers and planners with all the tools they need to flawlessly plan, execute, and follow up on their events. This gives you the ability to incorporate exciting new ideas and still feel confident that everything will go as smoothly as it should. Contact us today to learn more and request a personal demo!

Most industries, truth be told, have been revolutionized by the changeover from analog to digital. Vinyl records gave way to CDs as just one part of a never-ending transition from old school to new. Yet, it’s taken some time for the event industry to go through its own revolution brought on, in part, by the recent pandemic. Today, event managers need to embrace digital as part of a hybrid approach to their craft, and they need to have a complete understanding of what is available and how they can use it to the best effect. So, if you’re getting ready for 2022 and want to hit the ground running, what do you need to know about the hybrid event approach, and what are some examples of “cool” tech?

Down to Basics

You don’t have to be a tech geek to see how these new advances can benefit your events. After all, these solutions are designed to capture and keep your audience’s attention, specifically those that are far away and behind a computer screen.

Strategic use of the latest event technology can make a huge difference and ensure that your remote attendees are equally as engaged as your live people. Don’t forget that active engagement is the most basic yet most important factor when judging overall success.

New technology can also extend the impact of an event and bring people into the conversation well in advance of the actual date. You will be able to communicate with your attendees by delivering relevant and often personalized content that will make them feel part of the picture as the event approaches.

Smart Personalization

You can also deploy smart apps that direct attendees to a session of particular interest to them, based on their physical location on site. GPS positioning can help to target them when they are at their most responsive. Smart apps can also “ping” remote attendees to remind them of a specific breakout session when their thoughts may well have turned away from the broader event.

Three Ideas To Chew On

Beam Them In

Surely, if a hybrid event is to be as successful as possible, you need to blur the line between in-person and virtual. What if you could transport your virtual attendees to your live destination so that they can interact with the people in your room?

While not yet in the realm of Star Trek, you can now get technology that will display a picture or live video of one of your attendees on a tablet attached to a movable robot. These robots can glide around your live venue, and attendees will be invited to talk to the remote visitor using the built-in audio equipment. The digital participant can control the robot remotely and can experience the event through another dimension. As a manager, you could share some screen time with several participants during the event. You can also focus on breakouts, “sending” one of your remote attendees into this room to host the session or otherwise contribute.

Spread the Goodness

Or why not invest in technology that allows you to connect multiple live events to a central hub? In this case, the hub can be considered the main event where most live attendees gather and should be in a city close to your core attendee base – or is easy to get to. The other cities could be in other parts of the country or even overseas and digitally connected to the central hub. In this case, attendees at the secondary events can still experience the buzz of live interaction without the additional hassle and cost of long-distance travel. This may be particularly attractive to people in the post-pandemic era.

You could take this one step further and incorporate purely digital attendance as well, where people can still log into the event from their homes. Obviously, this approach does ramp up the complexity, and you will need high-quality virtual event technology to make this all work seamlessly, with top-rated AV staff on hand.

Shine the Spotlight

At some events, keynote presenters may want to work remotely, but you will still want their impact to be as powerful as possible. Sound and light are critical, of course, and their background setting must be appropriate. In this case, you can use the latest technology to help on the lighting front by getting your keynote speaker to use a professional, compact but powerful lighting tool.

These simple illuminated bars use the same color temperature favored by movie lighting experts. They simply sit on the desk and will cast the presenter in the perfect light. Your attendees will be able to see their facial expressions clearly and feel as if they are in the same room.

Mastery Required

Such technical innovations are no longer optional or “nice to have.” They are an essential way to help keep your audience engaged and ensure that networking can be productive, whether remote or on-site. Event managers who embrace this technology and fully understand how to make it work will undoubtedly have a leg up on the competition. They will hit the ground running in 2022 and leave the bad memories from the past couple of years in the rearview mirror.


With mastery in mind, PCMA has launched the Digital Event Strategist certification. This course is designed to make you a globally recognized expert at connecting people to brands, opportunities, and ideas through business events in the digital world. It’ll help you to grow your audience engagement and operationalize your hybrid event production work.

Platform Approach

Also, don’t forget to work with companies that can help you carry the burden when you organize your next hybrid event. eShow has a revolutionary platform called Virtual Event Management. It aims to create a full event experience, whether in person, digital, or hybrid, and covers every step from registration to post-event analysis.

Time to Embrace

For your multifaceted event to be successful, you will need to understand and embrace the latest in digital event technology. However, if you do, you’ll be sure to have the edge over managers who believe that analog is still “in.”