AI: Event Marketing’s New Superhero

If you’ve been keeping your finger on the pulse of the marketing world, you’re likely well aware of the seismic shifts AI is causing in the B2B landscape. But let’s zoom in on one exciting area: the events industry. Brace yourselves, because generative AI is here to shake things up in ways we’ve only dreamed of before!

How exactly does this nifty tool come to the rescue, and what magic does it hold for the future of events? Let’s begin by uncovering the gaps in event marketing, shall we?

According to a report done by Forrester, our fellow B2B marketers have been grappling with some age-old event planning woes. The report shows 63% of event marketers underutilize the event content they create, 55% are not maximizing the value of data they capture at their events, and 53% are struggling to give attendees that special, personalized touch. And guess what? That’s just the tip of the iceberg! We’re talking about challenges like targeting the right audience, flexing those cutting-edge content creation muscles, and nailing the post-event follow-up dance.

Pre-Event AI Superpowers

With all these challenges, how can AI help? In the pre-event stage, AI improves efficiency and productivity. AI can help improve audience definition and targeting, so you are getting the right people to the right event. It can help enhance content creation, making content better and more engageable. It can also help simplify event management by optimizing event budgets, automating routine tasks, and assigning those tasks and timelines appropriately. Plus, AI is streamlining the RFP process with bots! Allow them to take down your event information and watch them fill in forms for you. 

AI: Event Marketing's New Superhero

At Event AI Awesomeness

AI is all about serving up personalized and inclusive experiences on a silver platter. Think highly personalized attendee journeys and a big warm hug of inclusivity for everyone involved. But wait! Personalization doesn’t only come from the event experience itself. Pre and post event AI can sprinkle its own personalization magic all along the way.

Post Event AI Brilliance

Once the confetti settles, post-event AI steps up, helping you squeeze every last drop of ROI from your event with savvy analysis and content repurposing. For AI, it’s all about maximizing the value of event content, personalizing attendee follow-up, and improving event data analysis. Leveraging AI encompasses various metrics such as pricing strategies, estimating attendee numbers, website visits, sign-ups, social media engagement, post-event surveys, and social media reviews to gauge satisfaction. This comprehensive analysis not only aids in benchmarking events against each other but also signifies the democratization of data analysis facilitated by AI.

Overcoming Adaptation Hurdles

The biggest challenge? Wrangling the beast of implementation and navigating the murky waters of change in corporate settings. Another common hurdle faced is finding legitimacy and authenticity with the resource. Generated content may not always stand out from competitors and isn’t unique to the brand. Good, thorough prompts are a must when using the tool. And oh, let’s not forget about those pesky ethical and legal issues. But fear not, with the right focus on security, risk mitigation through governance, using the tool as team upskilling, and partnering internally with all teams, you’ll be surfing the AI wave like a pro in no time!

How Should Marketers Dive In?

In the same survey taken by Forrester, less than half of B2B event marketers claimed to have a grasp on AI, and only a cool 28% were investing in AI training. And for the marketers using AI, over 70% said they are not revealing how they are using AI for events. But hey, the good news? Event AI usage is on the up and up, with 2024 shaping up to be a major milestone in the events industry’s AI journey.

Use Cases: What’s Hot?

The top current 3 use cases seem to be:

1.    AI powered captioning/translation/interpretation.

2.    Chatbots/IVAs delivering pre, at and post-event support

3.    Automated distribution of secondary event assets

The top 3 planned use cases in the coming year:

1.    Data driven and automated post-event attendee follow-up

2.    Automated production of secondary event assets

3.    Personalized attendee recommendations

In a nutshell, AI isn’t here to replace marketers—it’s here to amplify our superpowers! Good creative continues to come from humans. It is all about writing GOOD prompts and importing GOOD data into this scary, new tool.So hey, if you’re not already riding the AI train, what are you waiting for? All aboard!

To learn more about the future of events, visit our website.

To see how Heroic can help spice up your next event, contact us.

Kitty Hart on MVP Experience With Steph Silver: Creating Your Brand Experience

Welcome to a lively discussion featuring our very own VP of Brand Experience, Kitty Hart, who recently appeared on MVP Business with Steph Silver. Their conversation revolved around the captivating world of creating a brand experience that truly resonates with your audience.

Selling Brand Experience

Steph shares a powerful insight right off the bat: “Sales is marketing and marketing is sales; it’s just a different way of communicating.” Kitty wholeheartedly agrees, stressing that the synergy between these two facets is crucial in today’s rapidly evolving landscape. Historically, the age-old rivalry between sales and marketing has been a challenge.

The landscape of consumer behavior has undergone seismic shifts. Kitty asserts that this transformation isn’t solely driven by technology but is deeply intertwined with it. “When sales and marketing work together” Kitty affirms, “there is a more seamless buying experience.” It’s essential to craft a journey that customers want to embark on before making a purchase. Informed customers now rule the roost, turning cold calls into relics of the past. This is where marketing steps up, evolving drastically to cater to this shift. Sales teams must relay customer queries to marketing, fostering the creation of relevant and indispensable content.

The concept of selling to humans, not just consumers, is pivotal. Experiential marketing hinges on a blend of science and experience. Kitty describes the captivating scent of movie theater popcorn that greets you as you enter a theater. These memorable experiences evoke emotions that spur us to share with others. It’s all about cultivating feelings.

Kitty shares a personal revelation about her relationship with selling: “I realized I wasn’t selling. I was simply finding people who had a need for what we did, really well.” This encapsulates the art of genuine salesmanship.

History of Experiential Brand Experiences

The ascent of experiential marketing has been a thrilling spectacle, with brands embracing and unleashing its potential. Interestingly, experiential marketing traces back to the 1800s, proving it’s not a new concept. Kitty delves into history, citing the iconic World’s Fair and how Wrigley’s chewing gum distribution was a prime example of a brand incorporating taste into their experience.

Redefining Corporate Events

Reimagining “corporate events” is next on the agenda. Just because “corporate event” has the word “corporate” in front of it, doesn’t mean it has to be boring. Rather, they should rejuvenate employees’ love for their company and leave them feeling valued and inspired. This encapsulates the essence of creating a brand experience for corporate events.

As the world reopened post-pandemic, the allure of in-person events resurfaced, though virtual alternatives remain popular. Virtual components offer cost-saving advantages, widening the event’s reach. Yet, crafting distinct experiences for in-person and virtual attendees is paramount.

Innovation should take center stage. Kitty emphasizes the importance of having team members receptive to groundbreaking ideas. Ideas on paper are mere potential until brought to life. Steph chimes in, stressing the value of diverse perspectives in brainstorming sessions.

Steph provocatively prompts: “What’s your brand experience map?” This pertains to every facet of your brand, be it events, physical stores, or shipping processes. Feedback gleaned from social media holds the key to refining your brand experience. Kitty admits, “Surprising and delighting people is increasingly challenging.” Ultimately, it’s about the emotions you evoke.

Kitty Hart’s insights on creating brand experiences are invaluable, and her chat with Steph Silver brings a refreshing perspective to the forefront. In today’s corporate landscape, the marriage of sales and marketing, the allure of experiential marketing, and the meticulous crafting of brand experiences emerge as pivotal themes. The journey continues, shaped by a world hungry for authentic connections.

Creating a Meaningful Brand Experience With Heroic

Heroic Productions takes event management seriously. Our approach ensures the event’s message is not only seen and heard but deeply felt, all while aligning seamlessly with the company’s strategy.

To learn more about brand experiences and chat with Kitty Hart, visit her page and listen to more of her podcast episodes here.

To find out more about event strategy, download our Event Strategies Guide here.

Heroic Productions: New Home of the Proto EPIC Hologram Machine

On June 22, 2023, Heroic Productions hosted its first ever Event Planner Happy Hour! This intimate event, intended specifically for event professionals, in STUDIO15 with help from our decor partner Festivities, was planned to showcase the latest and greatest in event technology. As attendees sipped on libations and snacked on crudité, the Heroic team went to work showcasing what was sure to blow their minds!

Introducing the Proto Hologram Machine!

While virtual events, LED, and wearable technology were, of course, all topics of discussion amongst ongoing and up-and-coming trends, Heroic had something new and exciting to unveil: Proto EPIC Hologram! One of the only Proto hologram machines in the area, Heroic is proud to offer a home base for this very cool technology. When it’s not out “on the road” in use for our clients, it lives at STUDIO15 and is available for demos and ideation. 

This 54”x87.5”x28.5” box is used for professional hologram “beaming” with high fidelity speakers, 4K video, and a touchscreen. Beam a 3D version of your logo, a product, or yourself from Proto to impress your event attendees. Whether your content is premade or live, using this technology makes it simple for you to capture whoever you choose to turn into a hologram for your next event!

Now, back to the June happy hour. Guests were jazzed to try the Proto hologram machine for themselves and jumped at the chance to see themselves as holograms! The room buzzed and ideas flowed freely as the discussion surrounded the endless possibilities of what this technology could provide in the events industry. From meet and greets with celebrities, to trade show activations, to keynotes delivered by renowned speakers – Proto invites a sensational and cost-effective way to interact with event guests with a WOW factor. 

photo using the Proto hologram machine
photo using the Proto hologram machine

Bring the Magic of the Proto to Your Next Event

To discuss ways in which you can incorporate this cutting-edge hologram machine into your next event, contact Kitty Hart.

To keep up with Proto, follow Transcend Media on LinkedIn and stay connected!

4 Types of Trending Hybrid Events

The ever-so-popular word “hybrid.” You’ve probably heard this word used in a number of ways. Hybrid cars, hybrid golf clubs, and of course, hybrid events.

But what exactly is a hybrid event?

A hybrid event is the combination of an in-person experience and a virtual experience. However, this broad term doesn’t quite explain the breakdown of the variety of hybrid events. To help, we’ve compiled a list of our definitions on different types of hybrid events.

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No Filter Needed: How to Add an Instagram Museum to Your Event

Creating an engaging experience that attendees can share on social media platforms is crucial to the success of your event and future attendance. And what better way to invite your attendees to engage with the event than by installing an Instagram museum, where they can snap selfies and post to social media!

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Use AV to Create Emotional Appeal for a Successful Event

08-27-19_Emotional LightingEmotion is all about the senses. No matter the size or purpose of your next event, its emotional appeal is what will draw attendees in, keep them engaged, and give them an experience they won’t soon forget. Yes, your content is the foundation. But the way you highlight it and create an atmosphere around it make all the difference.

The pros do it in movies all the time. We don’t know the people on the screen, but somehow, we’re invested. Sure, there is a script and acting, but lighting plays a huge role in creating an environment that feels real.

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Want Massive Impact at Your Event? Try Storytelling.

event storytellingStorytelling. It’s not just for bedtime anymore. Now it’s all grown up and ready to wow guests at your next event. Telling stories can be a compelling way to massively boost your event’s impact and make it more memorable because it has multi-sensory appeal. Storytelling is the all-inclusive technique to deliver that extra wow factor! Continue reading “Want Massive Impact at Your Event? Try Storytelling.”

WOW Factor at a Zero Waste Event? It Can Be Done!

zero-waste-eventsEvery event planner’s goal is to wow their audience. While you can always do more to impress them, you can also do less. Nothing, to be exact!

Zero Waste events are a big deal these days, for both event hosts and attendees. Announcing “This is a Zero Waste event” is a great way to attract and enthuse the audience, and your event will positively impact the environment, too. But can you get the wow factor you’re looking for in event production and be sustainable at the same time? You bet!

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Impressive Event Swag Ideas to Keep Your Business Top of Mind

swag ideas Staying top-of-mind after an event is important for businesses. And what’s the best way to do that? Provide free swag to event attendees. After all, who doesn’t love free stuff? But beware, there’s stuff, and then there are really great swag ideas. A bag full of “who cares?” won’t do anything to identify your business as innovative or memorialize your brand.

So, what can you give away that will really impress your guests and keep them thinking about you long after the music stops? Two critical factors to keep in mind:

6 Ways to Get Out of Your Event Design Rut

event designIt’s every event planners goal to make things go as smoothly as possible at your event. So it’s easy to follow a tried-and-true formula of branded colors, logos, and speeches from the CEO — no surprises there! But, think about it from your audience’s point of view. No one wants to attend the same event over and over again. So, if you’re focusing on efficiency instead of your attendees, it’s time for a change!

Here are six ways you can get out of your event design rut, freshen it up, and reignite excitement. Continue reading “6 Ways to Get Out of Your Event Design Rut”

#EventOfTheYear: How to Create a Socially Shareable Event

You want to attract the largest possible audience to your event. After all, you plan to deliver some truly impressive event experiences. But not everyone can attend. So, how can you take those experiences to non-attendees? Through social media, of course! By creating shareable moments throughout your event, you can reach a larger crowd than is physically possible and inspire even greater participation next time.

Fear of Missing Out (FOMO) is one of the strongest motivators ever. A socially shareable event plays on that worrisome FOMO, by building pre-function anticipation. Your event is all the buzz — clearly, it is a must-attend. Sharing also eases FOMO by enabling non-attendees to benefit vicariously.

A socially shareable event allows you to take the experience to those who cannot attend, and to bring them in as participants. And if you’re thinking social sharing is only for millennials, think again. No matter your type of content or target audience, you can bet your people are using social media.

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Eco-Friendly Event Planning: 8 Ways to Host a Sustainable Event

ways to host a sustainable eventSustainable living keeps getting more and more popular with many people, whether that’s opting for reusable shopping bags, organic cotton clothes, LED light bulbs, or composting food scraps. So, it’s no surprise that making events eco-friendly is becoming more and more popular, too. Doing your part to conserve our natural resources can boost your event’s appeal and give attendees more ways to engage while they’re there.

If you’re not yet an old hand at the Three R’s – reuse, reduce, recycle – don’t worry. There are lots of easy ways to started, and every step you take makes a difference.

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How to Host Hybrid or Virtual Events for Multi-City Involvement

Heroic Productions_Hybrid or Virtual EventThanks to evolving technology, you can host an event that attracts audience members who aren’t even on-site. Virtual events and hybrids that serve both in-person and remote attendees are a hot commodity these days, and growing fast in popularity. Why not? Everybody’s a winner if you do it right.

Hybrid and virtual events allow you and your sponsors to deliver your messages to more people, on a local, national or even global level.

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6 Must-Know Tips About Live Streaming Events

Heroic Productions_Live Streaming TipsToday, you can live stream just about anything — from a fundraiser, birthday party, or vacation to a cooking lesson, wedding proposal, or corporate event. It’s an excellent way for those who cannot attend in person to enjoy the experience in real-time. For companies hosting corporate events and concerts, it’s a great marketing tool, as well. That is if you do it right. And do it well.

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Large-Scale Event Trends that are Turning Heads in 2018

Heroic Productions_Large-scale event trendsIf you’re putting on a significant event such as a national or international conference or a multi-day festival, it’s your outstanding array of “content” that will attract attendees. But, let’s face it. Today’s attendees expect a comprehensively exceptional experience — one personalized for them. And the hottest event trends reflect that.

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