The Unprecedented Power of Embedded Events and How You Can Harness It
Primarily, public events tend to be standalone in that they are meant to be one big push. Most participants focus on a single session or experience, with all attendees involved and targeted. It’s a more generalized focus, where you’re adamant about providing the best possible experience to anyone and everyone that attends.
Sometimes, however, it’s necessary to create additional sub-events or experiences that serve as part of the overarching journey. These types of embedded events are technically separate or external - yet directly connected to the main experience, also known as “events within events.”
Usually, you see embedded events associated with complex marketing strategies. It’s best to think of it like a racing circuit or series of courses. When you have a single track, the major event and focus is that one racetrack or course. When you have a multi-track setup, the focus is shifted to include the entire scope of the event — all courses and all performance specs.
It also provides a new, more competitive, focuses for event organizers and administrators. There’s potential to add even more value for all levels of event attendees. It offers two-stages of benefits. First, some of the burdens to deliver an effective experience is removed from event organizers and spread across all experiences more evenly, and secondly, there’s more opportunity to leverage such experiences and boost the bottom line. In other words, you can make your strategies and customer experiences that much more effective.
Expanding The Event Horizon
There are 1.83 million events and meetings organized every year in the United States, and they account for $66.8 billion in income.
Furthermore, an overwhelming majority of C-Suite executives believe that live events have an immense impact on their business and plan on investing more in them in the future.
Beyond participation and attendance is the technology used to promote, develop and provide unique experiences. It’s said to increase event attendance by as much as 20 percent, productivity by 27 percent, and decrease participation cost by as much as 20 to 30 percent.
Embedded events — or events within events — are nothing more than additional experiences tacked on to the main driver. They could come before the main event, they could happen during and they can even happen after — shortly or sometime later.
One of the best examples of this happening in the world of public events is during gaming and tech expos. Major video game publishers will setup and schedule a live keynote presentation where they unveil new titles, update fans on the projects currently in development and even discuss already released titles getting new content. Each keynote is considered the “main event” for that particular brand — this occurs in the tech world too with brands like Apple.
Those publishers will also have a live conference or video stream exclusively for virtual and online attendees, as well as an exclusive meeting or experience for on-site attendees. Alternatively, they’ll have a private viewing session for those on-site to view a game or title in progress and get a hands-on experience. If there is a new product, let’s say VR headset, that is associated with a particular game… then you may even see that company host an additional event that is focused around the launch of the accessory which is related to but not the main focus of the gamer expo in the first place.
What makes them different from normal experiences is that embedded events are usually marketed, promoted and leveraged as a way to improve business influence.
Fitting This Into Your World
Events within events allow you to compartmentalize various experiences during a major conference or public event. Think of it as more of a close-knit, session management tool that allows you to optimize, adjust and create separate experiences for your attendees. All the while, you’re maximizing the return of your attendance at said event and both providing and earning added value.
It’s all made possible thanks to the modern digitization of the industry through technologies like mobile, cloud computing, IoT and more.
So, let’s consider a quick example. Say you’re hosting your annual user group convention. Then you market a secondary event to registered attendees that includes a Big Data Summit that promotes live panels and meetups that expand on leveraging new solutions. On top of that, your co-sponsor or technology partner also hosts a product launch that is aimed at a specific vertical (let’s say education), where they will be hosting a 1-day lunch & learn along with a few sessions that talk about the product to prospective users.
These additional events serve as much more than just quick, person-to-person interactions with attendees who stop by your booth. You get the chance to demo your product, connect with different groups, and really maximize attendee participation.
They also serve as additional promotional or marketing touchpoints that you can share with attendees before, during and after events take place. Of course, this is just a single example and there are many ways in which these types of embedded events can be applied or leveraged.
Managing Embedded Event Structures
Of course, the more tracks or embedded events you tack on, the more work you produce for your team, reps and event planners. You can have upwards of 30 sessions or 20 separate tracks happening at a given time, some of them even occurring simultaneously or right after one another. This leaves you little time between to prepare, scan over collected information and insights, or even to just take a breather.
Needless to say, the more you are responsible for, the messier it is. Try managing several — or dozens — of experiences for event attendees during a single conference. It’s a lot of work for just that event, not to mention adding on more events later.
Luckily, the proper tools and automation can make this much more streamlined and easier for everyone involved. Comprehensive platform-based software typically comes as an out-of-the-box solution with multiple session management tools and features to help event planners, team members, and even attendees collaborate and stay organized.
Something remarkably simple like a ‘MyAgenda’ feature allows end-users a more personalized event experience no matter how large the venue and schedule, while also allowing you and your teams to leverage more unique, one-on-one interactions.
Except imagine that built into an existing app, along with communication tools, marketing and analytics, customer service and support features and much more. This is where the modern mobile event app and event management software comes into play. In fact, 75 percent of event professionals who don’t currently use event apps fully intend to adopt them in the near future.
As a platform, mobile offers cross-functional and multi-channel support right out-of-the-box. In addition, to connecting desktop and mobile users, it can also facilitate interactions between business managers and team members, right alongside customer interactions and communication. This alone boosts engagement, participation, and attendance.
When it comes to planning out your event strategy for the next fiscal year, why not making bigger, make it better. With a SaaS-based solution that leverages the mobile-first mindset, you can begin to grow your event program and craft something special in 2019…