Emma Duffy, co-chair, ABPCO, details how geopolitical challenges can bring out the best in the events industry.
It seems to be the nature of our industry that we lurch from one challenge to another. Whether it is terror, Y2K, ash-clouds, GDPR, pandemics or financial downturns, there always seems to be something getting in the way of making event organising simple.
On the flip side, these can be balanced by so many positives: technical integrations, financial upturns, remote working, personalisation, growing awareness of DEI, scientific and medical advancements.
The real challenge is keeping the positives in-sight and making the most of them instead of worrying about a looming disaster, that often isn’t as bad as it could have been – or at the very least, contains a silver lining. Covid-19 is a great example: though a devastating experience at the time, it did allow us to rapidly get to grips with and deploy both digital and hybrid event concepts.
However, it turns out that for many, neither hybrid nor digital are an effective replacement for the in-person experience, as they don’t allow for so many nuances when it comes to communication and interaction. So, we have responded with a return to face-to-face events wherever it makes sense to do so. That is the most fundamental part of learning isn’t it?
Trying something and seeing if it works, and if not, trying something else until you find the thing that is right for a given situation. Of course, the challenges presented by the current economic crisis have cast a shadow over the work of so many in the industry, with profound implications for the sponsors and attendees of our events, along with the associations they support. With reduced budgets, sponsors are seeking cost-effective ways to maintain their presence, attendees are constrained in their ability to spend on conference participation, leading to a notable decline in sponsors and conference registrations amongst the many events run by the ABPCO membership.
As a result, our associations are facing a strain on their income, which ultimately affects their capacity to develop effective learning and development programs, which they tend to deliver via events.
This all means that there has never been a more important time for PCOs to embrace creativity, flexibility, and adaptability. 1989’s Field of Dreams included the often-quoted line “If you build it, he will come.” Sadly, that is not the case for modern events, where we have to give a reason to come, show value, teach new things and ultimately add something to an attendee’s life in one way or another.
Creative solutions
We saw so many examples of true creativity at last year’s ABPCO Excellence Awards, I expect this year’s entrants to be no different. Now in its tenth year, instead of churning out the same content, the events organised by our members never cease to amaze in terms of sheer value – long may that continue if we are to be considered the true masters of our craft.
Amidst financial obstacles, there is however so many more reasons to feel positive. The previously mentioned waning popularity of hybrid events signifies a strong inclination towards face-to-face. People are eager to reconvene in person, which allows for more meaningful connections and interactive experiences. This renewed enthusiasm for physical events has opened doors for associations to design captivating, immersive experiences that cater to attendees’ desires.
It is incumbent upon us as conference organisers to leverage this momentum and seek innovative approaches as we optimise event planning. Finding ways to enhance attendee engagement, foster networking opportunities and curate enriching content are essential to make in-person conferences even more appealing. In fact, as we recognise that for many event deliverables, digital events are not quite as alluring as initially anticipated, we can concentrate our resources on crafting unparalleled physical gatherings that leave a lasting impact on participants.
Tech talk
We cannot overlook the growing impact of AI on conference organisation. Fear surrounding AI’s potential to replace human jobs is understandable. However, we must shift our focus towards embracing AI as a tool for upskilling and streamlining processes. By harnessing the power of AI, we can enhance event management efficiency, data analytics, and personalisation, leading to improved attendee experiences and stronger sponsor interactions. If used correctly, AI offers the single biggest opportunity we are ever likely to see in the field of conference planning, it is up to us not to fear it but to make use of it.
The key lies in equipping our industry with the necessary skills to embrace and leverage AI effectively. Investing in learning and development programmes that empower us all to use AI to our advantage in a way that will not only dispel fear but also foster a more robust, future-ready industry. Embracing AI technologies will help us automate repetitive tasks, freeing up time and resources to invest in creativity, innovation and strategic planning. Capping that, the integration of AI-driven data analytics will enable us to better understand attendee preferences, behaviour patterns and pain points, leading to a more targeted and personalised event offering.
As we navigate through challenging times, we must remember these are not the first challenges we have faced as an industry, we have not just survived but prospered in the face of challenges before and we can do so again. I know this because I am part of a great team at ABPCO, focused on helping our members stay ahead of the curve through ongoing education and knowledge sharing as they embrace new technologies and invest in a workforce capable of seeing the association events industry thrive for years to come.
