Freeman Helps Event Organizers Manage Change, Integrate New Technologies.
EventsInAmerica.com (EIA) spoke with Molly Casey, Vice President, Brand Marketing, for Freeman at the IAEE Expo! Expo! show in Los Angeles.
EIA: What are some of the big challenges now in the events industry?
Molly Casey: One of the things we’re suggesting our customers think about is, they have to constantly be evolving in order to continue to attract attendees and keep exhibitors happy. Attendee demographics are changing. There are multiple generations attending events and wanting different things from those events. For show organizers and exhibitors who are hosting people in their spaces, it can be overwhelming. They may think: “How do I appeal to everybody?”
So one of our suggestions is this: As Millennials are entering the face-to-face marketing industry, think about how they like to interact and connect with one another. These are often 1) personal one-to-one opportunities where they can get involved in the content being delivered, and 2) using technology in interesting ways. Attendees have multiple devices with them all the time. So the question becomes: How do you enable them to integrate and communicate in your events or exhibit spaces?
We’re finding that if you’re able to get Millennials engaged, then you’re often able to engage those other demographic groups, as well – the Generation Xers and the Boomers. They also want to get involved in the content. They’re no longer content to sit back and passively soak it in. They want to provide feedback; they want to be a part of it. So creating opportunities for that to happen is something we’re working with our clients to offer.
What is Freeman specifically doing in terms of new technologies and new opportunities to meet those expectations?
There are several things. We’re working with our event-organizer customers to do show audits, where together we can determine what’s working well with their event and where there are opportunities to improve. We’re taking the lead on integrating social media and mobile technology – helping them to thoughtfully choose those programs that are going to enhance the experience for attendees and exhibitors, not just add to the technology clutter. We’re putting together strategies for social outreach before, during and after the show. Then, we’re enabling those strategies through audio-visual enhancements that bring the whole experience to life.
How would you define Don Freeman’s impact on the industry?
Mr. Freeman is an industry icon. He has always seen the promise of our industry and continues to invest in its future. His strong support for education in particular and the growth of the industry as a whole is an investment in the vision we also share at Freeman – to transform, grow and extend the world of live engagements.
What do meeting planners and event owners need to know about Freeman?
We are aligned with our customers every step of the way and committed to their success. We work closely with them to develop event strategies that accelerate their organizational objectives and business results. And, we offer the products, services and technologies that enable them to connect people in meaningful ways. We want them to know that because we see so many events each year, we are able to recognize trends in the way people want to engage and connect. That unique vantage point enables us to recommend solutions that help them engage and connect their audiences and their exhibitors. We want planners and owners to know we’re their strategic partner as well as their creative and logistical partner.
There’s great energy out there right now. People seem really optimistic. It makes us excited for the coming year.
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