The document discusses trends in the events industry, including how a stabilizing economy is improving events but not returning to 2008 levels. It also discusses how technology is becoming less scary with advances in mobile, social media, and video invitations. A key trend is a demand for industry technology that provides value through virtual/hybrid events, digital wayfinding, gamification, and customization. The document advocates creating engaging experiences by meeting both rational and emotional needs through interactive formats and technology that facilitates interaction, play, enhances experiences, and fascinates attendees. An overarching strategy is still needed to tie it all together.

1. Event Participants are Narcissists
And Other Surprising Events Industry Trends
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2. What are the
big macro
trends?
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3. The Macro Trend Story for Face-to-
Face
3- A stabilizing economy 4- Tech with value
• Events are improving, • Virtual and hybrid
exhibitors returning • Digital way-finding
• But not at ‘08 levels • Gamification, RFID
3
4 1
Demand for
Industry Tech
with VALUE
2- Technology 1- Engage me!
isn’t so scary (Customization)
2
• Mobile in early majority • Interactive Format
• Social media for mtgs • Hosted Buyer Events
• Video invitations • Custom Event Apps

4. How does
neuroscience
relate to my
audience?
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5. Neuroscience is about what makes people
tick
Why people do
what they do
Knowledge to
impact concerns
You’re a HERO!

6. Decisions are rational AND
emotional
Rational
Emotional
Neuroscience Decision Model

7. Why do people come to events?
Attendee Exhibitor
• Network with colleagues/vendors • Identify new leads
• Keep up on trends • Build brand awareness
• Education • Meet with customers
• See/evaluate new products • Have a presence
• Find a new vendor • Launch new product/service
• Location • Competitive intelligence
These reasons don’t change

8. Successful events meet
rational and emotional
needs
Events Performing Events NOT Performing
Well Well
Emotional Emotional
How do you feel? How do you feel?
Happy Hurried
Valued Energized Irritated Neglected
Inspired Rational Hopeful Angry Rational Stressed
Networking Leads Networking Leads
Education Awareness Education Awareness
Trends Relationships Trends Relationships

9. People need to
BELIEVE it’s a good
show
Perception
RULES!

10. How does your brain
decide?
The 3 brains
New Brain - Rational
Middle Brain - Emotional
Reptile Brain - Instincts

11. How does your brain
It’s about what
decide?
we want at a
deep level
The 3 brains
Why do
New Brain - Rational
people
Middle Brain - Emotional
POST
on
Reptile Brain - Instincts
Facebook?
Understand what
customers deeply care
about. Give them that
and they’ll find a way to
stick with you.

12. Sometimes we don’t know what
influences us, we just subconsciously
perceive it
Value can come from the little things

13. We don’t consider all the elements of
an experience, only the most
noticeable
Make your most noticeable moments count

14. How can I create
engaging
experiences?
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15. The Macro Trend Story for Face-to-
Face
3- A stabilizing economy 4- Tech with value
• Events are improving, • Virtual and hybrid
exhibitors returning • Digital way-finding
• But not at ‘08 levels • Gamification, RFID
3
4 1
Demand for
Industry Tech
with VALUE
2- Technology 1- Engage me!
isn’t so scary (Customization)
2
• Mobile in early majority • Interactive Format
• Social media for mtgs • Hosted Buyer Events
• Video invitations • Custom Event Apps

16. We don’t pay attention to boring
things
Event Tech Impacts Behavior
I see the experience Technology
creates
emotional
I’m WOW’ed by the experience WOWs
I link that WOW feeling to
your brand
That WOW feeling imbeds itself
in my memory
I remember your brand when it’s
time to decide

17. Technology to interact with others
Poken / Minglestick Flock (by Bump)
Collect and exchange digital info offline via NFC
Share multiple-user photos into a single album

18. Technology to play with
Catchbox
Throwable microphone to liven
event participation
Gamification
Social gaming at the BIO Agriculture booth

19. Technology to enhance experiences
Second Screen
McDonald’s Pick ‘n Play
Companion
device
supplementing
primary info
delivered by
another
medium Experiential advertising in a group setting

20. NFC as a mobile wallet
Point of Sale Applications Starbucks App
Credit card payment via
mobile device
Electronic account linked to a mobile phone, money
deposited and used as cash, rewards earned

21. RFID to improve experiences
Disney’s MagicBand
Coldplay Concert
RFID bracelets encoded with personal info to create
a seamless Disney experience
30,000+ RFID wrist bracelets flashed colors lights in sync
with the music

22. Technology to fascinate
National Geographic Augmented Reality
Interaction with the National Geographic brand in a real-to-life way

23. But a solid strategy is still needed

24. Don’t be a stranger!
Loretta.Hudelot@freemanxp.com
214-445-1292
Twitter: @FreemanCo