'Our Technology's Providing Behavioral Analytics to Everyone Involved,' says Experient's Guerriero
EventsInAmerica.com (EIA) spoke with Michael Guerriero, Division President, Experient, at the IAEE Expo! Expo! show in Baltimore. Experient is a global meeting planning and event management company. IAEE is one of the premier organizations in the events industry. Guerriero offered these thoughts on his company and new trends shaping the industry.
EIA: Tell us about Experient. What does your company do?
Guerriero: Our mission is transforming business and people through the event experience. We take that seriously. Even here at Expo Expo, our focus is on experiences. So within our role, we work with organizations to make their events come alive.
Yes, we have about 620 representatives within our company operating from 7 offices in the United States. But in today’s virtual world, we have people working remotely from everywhere across the country.
There are a number of companies that offer services similar to yours. Why would a prospect choose Experient? What’s your unique differentiator?
There are a number of companies that do part of what we do. There’s next to no one that does everything we do. That’s the differentiator. It starts with our people – their skills, their experiences, their certifications – employing everything they know in how to partner with our clients to make their events better. And then that skillset is also teamed with our commitment to innovation. Our company is rooted in innovation right from the start. We invest heavily in new technology year in and year out. We also provide a full suite of services that are different from some of our competitors, focusing on event and supplier sourcing, event planning, registration, housing, lead management, using all the data and the analytics from the show to create a new experience – a unique experience – for the people attending.
What trends do you see developing in the events industry?
Here are a couple I’d like to mention. First, everybody’s talking about experience design. I see that trend really coming to life. At Experient and our parent company Maritz Travel, we have a team focused exclusively on experience design. We work with our clients on innovation labs, as well as having master designers on staff to truly implement some of the things others are only just talking about.
Second, we’re excited about the use of BLE (Bluetooth Low Energy) technology as we roll out our new product, eventBit™. It’s providing a tremendous amount of behavioral analytics to everyone involved – from the show organizer, to the exhibitor, to the attendee. The show organizer is getting more information than they’ve ever had before. It’s really a view of the entire show floor. And then from the exhibitor perspective, they’re not just capturing leads – they’re also getting information about everything happening around them: who is visiting, who’s around their booth, how long they stay and more. From the attendee experience, they’re getting recommendations on other exhibitors they should visit, as well as what sessions they should attend. So it’s really bringing to life that experience.
What one or two tips can you offer to the event planner to ensure he or she has a successful event?
Take a step back and look at your event through the eyes of your attendees. What are they seeing? There are different reasons why people come to an event. Look at it through their eyes rather than your eyes. Don’t look at them as attendees but as guests in your home. This is their home for the week, so be sure to ask yourself: How can I make it a better experience for them?
What’s the one thing in the events industry you want people to know about Experient?
You may know Experient as a registration company or a sourcing company but we have a full suite of services that expand well beyond how you may know us. Experient does Event Planning & Logistics, Operations Consulting & Experience Design, Hotel and Supplier Sourcing & Contract Negotiation, Marketing & Event Promotion, Registration & Housing, Exhibitor Services & Lead Retrieval Systems, Mobile Event Technologies, and Data Collection & Management. We provide a whole portfolio of event solutions to make your event successful.
And for people who are just coming into the industry, what advice would you give them?
The advice I got a long time ago is this: A positive attitude and hard work go a long way. And don’t be afraid to start at a lower level and get all the experience you can.
You can reach Michael Guerriero at email@example.com or 330.486.0360. For more information, visit www.experient-inc.com.
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