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Nowadays, everything is customer-focused.
It is not enough to offer a good product or service anymore, we need to involve
the customers in the process to create the most successful experience possible
for them. And of course, event planning is not an exception. On the contrary,
events are particularly impacted by this trend as an event is by definition an
experience where emotions and feelings take a prominent position. That is why,
it can be interesting for each event planner to wonder if they use their crowd
effectively; because who knows better than themselves what attendees or
customers want?
Three crowd management tools benefited
from the technologic progress to establish themselves as not-to-be-missed
trends: crowdfunding, crowdsourcing and crowd shaping. They offer great
opportunities to improve events while attracting the millennials, as they are
mainly implemented on social media.
Source:
http://www.journaldugeek.com/2014/02/18/crowdfunding-78-millions-deuros-leves-en-2013-en-france/
http://www.journaldugeek.com/2014/02/18/crowdfunding-78-millions-deuros-leves-en-2013-en-france/
During
the preparation phase of events, crowdsourcing and crowdfunding are amazing
tools. First, crowdfunding enables the event organizers to show their project, especially
when the event is new, and to know if the event has enough potential to be economically
sustainable or not. For already existing events, it is a good way to fund new
features of the event or to prevent some of its aspects from disappearing such
as free entrance days that are not profitable for the organizers and that can
be made sustainable through crowdfunding. A good use of crowdfunding can be to establish
some level of funding; for instance if 5,000€ are raised, there will be this
many more speakers, and if 10,000€ are raised the event will last one more day.
In this way, attendees feel involved in the event’s creation process and this
increases their loyalty. There is more than 1,000 crowdfunding platforms
online, keep looking and you will find the one that fits your needs.
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On another hand, crowdsourcing
can be used to empower attendees not only to improve the event design but also
to improve the content. That is what A.M.P Events Ltd, the organizer of Event
Tech Live, did by launching an online vote last year that enrolled delegates to
vote for the topics and the speakers during the conferences. This is a great
innovative and interactive way to make sure your content corresponds to your
attendees’ requirements and needs. By using this kind of solutions, each of
your participants will feel unique and totally involved in the event as they
have a certain control on it. This personalization of events perfectly fits
with the growing demand of the new generations Y and Z to create bespoke events.
Using the crowd effectively can also help event planners to improve attendees’ experience in real time during the event with crowd shaping. By using data generated by your attendees thanks to RFID technologies for instance, event organizers can analyze live the behavior of their attendees and they can deduce from it their preferences and tastes to finally adapt the event. Knowing your target is essential, even though we know that there can be a difference between what people say and what people do. That is why crowd shaping, when properly used, is a golden source of information that can lead your event to a greater success.
Belonging to the generation Y, we truly believe these new ways of interacting and communicating with your target audience is the future of events. Our advice: don’t wait to use them, tomorrow is today.
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