Event success : maximizing the business impact of in-person, virtual, and hybrid experiences / Alon Alroy, Eran Ben-Shushan, and Boaz Katz.

Format:

Book

Author/Creator:

Alroy, Alon, author.

Katz, Boaz, author.

Ben-Shushan, Eran, author.

Language:

English

Subjects (All):

Special events.

Marketing.

Physical Description:

1 online resource (270 pages)

Edition:

Eighth edition.

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Incorporated, [2022]

Summary:

"Event Success teaches marketers and event planners how to create optimized experiences that build thought leadership, drive new sales, retain customers, and build their bottom line--in physical, virtual, and hybrid formats. Readers will learn how to define event success, win cross-team buy-in, create a budget, find the right venue and resources for their needs, and provide attendees and partners with worthwhile experience. But most importantly, they'll learn how to realize their "Return on Event" (RoE) beyond ambiguous "brand awareness," and maximize the business outcomes of their event before, during, and after it happens. Event Success weaves together stories from the event leaders at brands like IBM, Twitter, SAP, Forbes, Bloomberg, and HubSpot, shares insights surfaced from surveys conducted with thousands of marketers, and surfaces the authors' own findings from the thousands of events hosted on the Bizzabo platform. It's the playbook for impacting the bottom line through experiences."-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Contents

Part 1 Why Events?

Chapter 1 How We Got Here

Overcoming a History of Inertia

An Industry Ripe for Disruption

A Temporary Pause and a Permanent Change

A New Day Has Dawned

Chapter 2 Event Success in the Post-COVID-19 Era

Challenges and Opportunities Associated with Virtual Events

An Early Case Study

A Chorus of Aha Moments

Digital by Default

Chapter 3 After the Storm

The Event Impact Gap™

Part 2 Data

Chapter 4 The Age of Disruption

The Attendee Experience

Chapter 5 The Event Data Maturity Curve

Identifying the Four Steps of Event Data Maturity

Using Data to Make Events Outcome-Oriented

Chapter 6 Reaching the Right Audience at the Right Time

Informing Event Strategy

Targeting Key Accounts

Improving Attendee Engagement and Communication

Chapter 7 SAPPHIRE NOW: A Case Study in Event Data Utilization

From Grocery Stores to Meal Delivery Services

Closing the Event Impact Gap™ with Data

Chapter 8 With New Data Power Comes New Responsibility

Protecting User Data

Testing Organizer Resolve

Part 3 Audience Engagement

Chapter 9 Engagement in a Hybrid Era

Improving Virtual Engagement in a Hybrid World

Chapter 10 Choosing the Right Format for the Right Outcome

Virtual Events

In-Person Events

Hybrid Events

Chapter 11 Content

Virtual Attendee Personas

Breaking Through the Noise with Personalization

Adding Production Value

Bringing Audiences into the Conversation

Using the Medium to Complement the Message

Extending the Value of Content Through On-Demand Services

Chapter 12 Community

Building Community Through Virtual Events

Taking a Seat at the Marketing Table

Offering Can't-Miss Shared Experiences

Chapter 13 Experience Design.

Designing Experiences That Attendees Actually Want

Personalizing the Experience

Designing Experiences Based on Outcomes

Focusing on User Experience

Sharing the Experience

Harnessing the Wow Factor

Humanizing Virtual and Hybrid Events Through Technology

Part 4 People and Process

Chapter 14 The Rise of the Event Experience Manager

Making the Transition

The Event Experience Leaders of the Future

Building Diverse and Inclusive Teams

Elevating the Role of Event Professionals

Chapter 15 New Skills for aNew Title

Data and Technology

Applying Tech Industry Design Principles

Sales and Marketing

Human Resources

Public Relations

Digital Content Production

Chapter 16 Soft Skills

A Brief History of Soft Skills

How the Pandemic Cemented the Value of Soft Skills

Key Soft Skills for Event Experience Managers

Chapter 17 The New Path for Event Professionals

The Value of a Broader Skill Set

Where Experience Counts

Chapter 18 The Event Team of the Future

The Virtual Events Team

The In-Person Event Team

The Hybrid Events Team

Part 5 Technology

Chapter 19 The Changing Event Technology Landscape

Expansion and Consolidation

Why Event Technology Matters

Chapter 20 Choosing the Right Technology Partner

Questions to Ask When Determining Event Technology Needs

Save More Seats at the Negotiation Table

Consider Depth, Breadth, and Experience

Know Where You Land in the Data Ownership Debate

Additional Considerations for Enterprise Companies

What to Consider When Evaluating a Potential Event Technology Platform

Chapter 21 What an Event Platform Can (and Can't) Do for You

Chapter 22 Taking on the Future of Experiences

The Immediate Future of Events

This Is Our Moment

References

Acknowledgments

About Bizzabo

About the Authors

Index.

EULA.

Notes:

Description based on print version record.

Includes bibliographical references and index.

Other Format:

Print version: Alroy, Alon Event Success

ISBN:

9781119817161

1119817161

9781119817208

111981720X

OCLC:

1291584316