Eventtech: Why We Passed on Your Event Platform

Maybe you’ve seen it in your inbox. The sparkling red notification icon hovering over your Linkedin In-mailbox, alerting you to an exciting new partnership opportunity from the next greatest thing in event technology. Each time the notification appears, there’s a bit of excitement, suggesting the possibility of a genuine opportunity. But nearly always, it’s another unpersonalized solicitation from an event platform, offering access to something that looks very similar to everything else on the market, in exchange for sharing our business with them.

The situation is understandable. There is a clear imbalance between the volume of eventtech companies that flourished and were funded during the pandemic, and event producers themselves. Many platforms, especially new ones, are scrambling for clients (and some aren’t going about it particularly ethically).

As enthusiastic as we are about new event technologies, and as much as we would like to work with everyone offering something great to the market– we find ourselves using a smaller and tighter suite of technical platforms for our events these days.

There are a few reasons for that:

🤝Just as events are about developing human connections, each partner and potential partnership requires relationship building. The providers we work with are those we know we can count on. These relationships are not made overnight. That peace of mind and security are much more valuable than being able to offer something at the lowest price point. 

👩‍🎨Digital events are becoming more bespoke and less off the shelf. Today’s concepts for hybrid events are much more unique than they were 2 years ago, based on the client’s needs and goals they would like to achieve. To realize this, it is often more efficient to build something unique for each event, whether it is programming it ourselves or using a combination of white-labeled eventtech tools. 

🔐Data and privacy are more important than ever. This has become a much bigger point of conversation over the past 6-12 months, especially from the client side. For German and European clients, using exclusively German or European-based platforms for all aspects of the digital experience has become more commonplace. 

👐Accessibility means everyone. Digital platforms have to be accessible to those with disabilities and access limitations. Most frequently, we find that many tools do not have suitable accommodations for visually impaired attendees, and for those that do, the tools are less elegant than they should be. 

That being said– we are always on the hunt for the next exciting tool or genuine opportunity to elevate our events. We’re not alone. According to industry reporting, a majority of organizers and event marketers are unhappy with the existing technology platforms on the market. Each prospective partnership mail is opened with anticipation. 

So what will it take for that next partnership mail to truly stand out? How about a partnership inquiry that opens with “what can we do to help?”. Rather than, “I’ve got a deal for you” (in exchange for your business). I’d love to open that conversation.

Have you encountered an exciting new event platform or event technology tool? We’d love to hear about it.

Here’s what I’ve been catching up on this week:

The event industry’s changing landscape:

Exhibition News
Web Summit’s Paddy Cosgrave dismisses virtual events as “smoke and bullsh*t”
Despite building one of the world’s largest digital platforms for event technology, Web Summit’s Paddy Cosgrave remains unconvinced by digital events, and all in on physical experiences. A considerable part of Web Summit’s success has included digitizing many aspects of the physical event experience, but the organizer is adamant that entirely virtual events are unappealing substitutes.  

Event Partner
Trends in der Ausstellungsgestaltung
Chocolate-covered broccoli, anyone? For 2022, experiences must be elevated. And slightly unexpected. This synthesis examines some of the latest trends that have come to the world of exhibitions this year. Some of our favorites? Personalized experiences assisted by digital technologies and “edutainment” – knowledge sharing through fun and creative experiences.

AV Interactive
AV trade show caught up in sexual harassment claims
May this item from the PLASA technology show be a wake-up call– ensure you have a code of conduct at your next event or exhibition. This is more important than ever when it comes to encouraging Millenials and Gen Z to feel welcome at events. 

Access Wire
“In-Person Events are Back With a Vengeance!”
A new report from InEvent puts some numbers on the return to physical in 2022– “ reports suggest an adoption rate of 819% in 2022 amongst event organizers and a 76% decline in virtual events.” A vengeance indeed. But will it continue in 2023?

Digital Event Technology:

Boldpush
Event Technology: A market overview
This week, event industry influencer Julius Solaris (formerly of Event Manager Blog, Swapcard and Hopin) released his new industry report on the state of eventtech. I’ve not read it yet– the price of $789 is a bit too steep for what I assume will be a recounting of what many in the industry have been living through over the past years, but it claims to be an “indispensable companion” and considering it’s recommended by “the Best in Tech” it would be remiss not to share it with the Lookout’s readers.

Everything Experiential
Airmeet Launches “Event Experience Cloud” To Revolutionise & Humanise Ways People Join Together
Yet another event revolution has been announced by an eventtech platform. Recently, the all-in-one platform Airmeet has launched a new cloud-based experience to help smooth hybrid event experiences for attendees and reduce friction for organizers. The new features include additional analytics and experience studios so organizers can further personalize their attendee’s event journey. 

Don’t miss it:

Event Partner
Bedeutung von Social Media in der B2B-Kommunikation steigt
Following the conversation in the last edition of The Lookout– your marketing mix for events is changing considerably. Here, social media gets a shakeup– and it’s not just TikTok. The old formulas do not work anymore– so it’s time to think about what you can do 

Adweek
Experiential Marketing Sells a Moment, Not a Product
Experiential marketing and events have had an incredible rebound this year, but to ensure your experience hits the mark with your audience, you must curate the experience carefully. Use the experience to develop the connection between your attendees– not bombard them with the hard sell. 

Trade Show News
Why You Won’t Succeed Without a North Star
The trade fair and exhibitions industry has had a reckoning over the past two years. They have been tested– many organizations were battered, but some have truly risen above the fray. What put them apart? Possibly– a “North Star”– as argued in this piece by Denzil Rankine. It is a valuable reminder for all organizers and event planners– especially as we draw close to 2023. 

Closing thoughts

That’s it for this week’s edition of The Lookout! 

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The Lookout Newsletter #69

Geschrieben von:
Felix Josephi
PIRATEx Managing Director