This article by MeetNKY appeared at “Event Planning,” a Cvent blog, and shows not just the expertise required for attracting meetings and conventions to NKY but how the NKy Convention and Visitors Bureau promotes our region as an event destination.
We seem to be inundated lately with articles, blogs and meeting presentations suggesting that the new shared economy is something to fear. Listen closely and you can almost hear a proverbial Paul Revere riding feverishly though cities shouting, “The shared economy is coming!”
We recommend a decidedly sunnier outlook which views this trend as a great new normal for our industry – one we should embrace for the amazing engagement opportunities that come with it.
Face it – the demographics of our industry marketplace are changing. The Millennial audience is growing and engaging faster than any other generation in history and there is no doubt that this is the target audience meeting planners, event managers and association executives must activate to achieve their attendance, membership and retention goals in the coming years. This is a hard generation to engage unless an issue is compelling, unique, or controversially impacting of freedoms. Look no further than the tremendous pressure IBM was under recently when trying to deny Uber as a reimbursable business expense. Take heed, wide-spread attempts to take away Millennials’ ability to create their own destiny will be futile. The smart choice is to embrace the empowerment mindset – and use it to your advantage.
How does this impact the future of event and meeting planning? For a long time, the adage has been that content is king. In the future, it is going to be all about engagement and “the experience.” Take the tried-and-true meeting format featuring a large general session and multiple concurrent breakouts. There is a compelling case to be made that the general session model is an antiquated beast that needs to be laid to rest. The format limits engagement and too often allows attendees to practice active disconnection as they catch up on email and social media rather than listen to your message. Hashtags are a popular way to demonstrate engagement, though creating memorable, shared group experiences that are real and tangible can be so much more impactful. Ready for more?
Try focusing events on peer-to-peer interactions by selecting venues which offer shared immersive experiences that facilitate conversation and human interaction. Create “open jam” meetings, where you define a topic or issue that is trending as a real concern in your industry, then bring people together to collaborate on a solution in a one-on-one or small group format. And DO experiment with moving your open jam out of a traditional meeting room as a unique, high-interest, shared experience setting encourages the free flow of ideas and sparks collaboration.
As an industry, the reality is that we are going to have to embrace the new shared economy or be left behind. Airbnb, Uber, EatWith and scads of other real-life, experiential-based companies are already changing the way we stay, move, play, eat, learn and engage. How well we can incorporate shared experiences into the way we plan meetings and events will determine our success. Which planners are going to begin taking the bold jumps into arenas such as creating fringe room blocks, helping meeting attendees connect with Uber and so much more? These new job functions for meeting planners will be critical to the immersive connectivity that will be needed to attract younger attendees and increase meeting satisfaction.
For your next meeting, let the staff at meetNKY | Northern Kentucky CVB help connect you to an assortment of immersive experiences that can inspire your Millennial membership and launch your event satisfaction scores into the stratosphere:
Host a creative breakout session with a local chef at New Riff Distilling – where uber-modern meeting spaces blend seamlessly within the craft process, making it a perfect spot for unique photo-ops as well as a memorable and educational experience. After sampling New Riff’s warm Bourbon mash and “white dog” whiskey, your group will be bubbling over with inspiration!
Move a meeting onto BB Riverboats and journey back to the era of steamboat superiority. Showcasing this majestic form of travel – once so critical to commerce and everyday life – may encourage your attendees to slow it down, unplug for a spell and reflect on a bygone era. A bit of time away from technology can be a surprisingly effective catalyst for generating rugged new ideas for the future.
Set up a unique dine-around in the buzz-filled, urban Over the Rhine neighborhood or in historic, German-themed Mainstrasse Village – renaissance environments that allow your attendees to experience the diverse culture and incredible fusion cuisine available in Cincinnati USA. And don’t forget to help them connect with Uber to start the party!
A strategic focus shift toward the important and emerging Millennial demographic is essential to the future of meetings and your association’s success. Understanding their wants, needs, and expectations in a meeting experience will pay dividends and go a long way toward attracting, engaging, and retaining their loyalty. Don’t fear the shared economy – embrace it!
Find it all in Northern Kentucky, where southern charm meets big-city amenities and seamless connections make planning a breeze. Attendees find value, unique experiences and an outrageously convenient location on the banks of the Ohio River, where the South and the Midwest.
See more at http://www.meetnky.com
