This week on Event ProfsCast, Rachel is joined by David Adler, chairman and founder of BizBash. This is part two of our chat with David about the renaissance in event planning and what we can learn from our own events.
HIGHLIGHTS
- Events getting smaller and focusing more on niche audiences does not mean that impact or significance is decreased. The experience in a niche group can have a huge impact in that group that lasts for quite some time after the event. We don’t need 10,000 attendees any more to create meaningful events and experiences.
- Influencer marketing is being used to capture attention in niche industries. Microinfluencers are a thing. Not every event needs a global mega-celebrity at this point. Knowing the key players and thought leaders in a small niche - even when those players have relatively small audiences on a global or mass market level - is just as important now.
- Birds of a feather want to flock together. There is tremendous value in creating events for electricians, or tax accountants, or colorists, or just about any group of professionals that share a common interest and mission. In 2022, the social media and online landscape allows us to do just that.
- Cities are changing. David asserts that cities and offices will become hubs for learning, socializing and entertaining. When the new remote working environment decreases the need for working or office space, those spaces get adapted for other purposes. In this case, why not exhibition and event spaces that become reglar gathering places in niche communities?
- Smaller cities matter too! The renaissance in event planning means that event professionals can now leverage the power of smaller cities to create events that “own the town” rather than being lost in the middle of a huge metropolis.
- Niche events foster intimacy and connection, two things that humans crave and thrive on. The 10,000 person event means you don’t get to talk to many people. Smaller niche events allow for greater connections and deeper and more meaningful interactions. Smaller events also make it easier for “catalyst attendees” to get conversations and interactions started. Sharp event planners will leverage this, working with those catalyst attendees to “get the party started”.
- David sees virtual event platforms as one of the most powerful problem solving tools we have today based on their ability to capture the wisdom of the crowd. Virtual event platforms foster interaction and brainstorming among the greatest collaboration artists in the world, with low barriers to entry in terms of creating and breathing life into these vital digital spaces.
“Puppies are the key to marketing.” - David Adler
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