by Chris Kappes
The term “moonshot” is heard more and more today by businesses and government to describe an ambitious and groundbreaking project.
What about an “event moonshot”.
In most cases a “moonshot” describes a monumental effort undertaken without expectation of near-term profitability, benefit or investigation of potential risks and benefits. For example, President Biden recently announced a “moonshot” initiative using advanced research to fight cancer.
What “moonshot” effort would be necessary to improve events for all stakeholders? A complex question that varies by event.
A common answer may be to attract, build, and engage communities in ideas and solutions that propel individuals toward a worthy ideal. Shorthand: deliver compelling content that communities want and need to grow, for less?
COVID DID US A FAVOR
We humans missed F2F engagement. Freeman’s research confirms that “whether in our business or personal lives, it’s clear that we thrive in each other’s company. Nowhere has that been more evident than in live events.”
However, Freeman research also shows that “attendee’s expectation is really for all the things that fell short during virtual-only meetings. These new audiences want it all – – time shifted, curated, and more personalized content that’s only possible by creating an integrated event strategy.”
“Moonshot” opportunity. You bet. Content curation is key.
What about reducing the expense to attend and exhibit?
We all vote with our pocketbook. When cost exceeds value, choice intervenes, and compromises are made. Given the plethora of marketing channel options (10+ today versus 5 just a decade ago), buyers are inundated. And while the BTB sales channel often requires F2F demonstrations and an extended sales cycle, the expense to attend and exhibit continues to escalate.
“Moonshot” opportunity? You bet.
What can be done to continue improving the value proposition of events?
It’s time for the event community to define its “Event Moonshot”. Let’s go.
Chris Kappes is a three-decade executive who has served as CMO, CSO and President of leading event agencies. Kappes is a published author of two trade books, The Noise Behind Business. How to Make Tradeshows Work & How to Master the Art of Selling at Tradeshows co-written with sales expert, Tom Hopkins. Kappes shares his industry experiences and views at conferences and publications like Exhibit City News. His contact information: kappes52@gmail.com
