event sustainability

Are Event Planners Overlooking a Crucial Element of Sustainability?

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There’s an elephant in the event sustainability room

In event planning, ‘sustainability’ is often a buzzword. But are we, as event planners, really embracing its full scope? A recent report, “Shaping a Sustainable Future – One Year On,” should prompt us to reconsider our approach, especially in areas we might be overlooking.

Delegate travel

One glaring omission in many sustainability discussions is delegate travel. Surprisingly, this aspect, which significantly impacts the overall carbon footprint of an event, often escapes the event planner’s sustainability checklist. The report suggests that while we focus on local elements like catering and venue operations, the journey of guests / attendees / delegates to and from the event can be the largest contributor to carbon emissions. This raises a critical question: Shouldn’t travel be a central focus for sustainable event design?

As event planners, we have the unique opportunity to influence and reduce the environmental impact of our events. The location and format of the event, which often fall completely under our remit, play a pivotal role in determining the travel requirements of delegates. By choosing locations that are easily accessible by sustainable transport options, or by organising events in regions with a high concentration of attendees, we can significantly reduce the carbon footprint.

It’s not just corporates that should be considering this – associations and sporting events need to understand the issue & mitigate as best we can. See this pieces on the impact of the recent Super Bowl, for example.

Engaging with delegates for sustainable choices

The report suggests a more proactive approach in integrating sustainability into event planning. This involves not just making greener choices in event execution but designing events with sustainability as a core consideration. This means thinking about sustainability from the inception of the event planning process, not as an afterthought.

A key strategy in enhancing the sustainability of events must be to engage with delegates. Understanding how attendees prefer to consume event content – whether live, hybrid, or virtual – can guide us in designing more sustainable events. For instance, a preference for hybrid or virtual formats could significantly reduce the need for travel, thereby lowering the event’s environmental impact. Hybrid and virtual events not only offer flexibility and inclusivity but also present a sustainable alternative by reducing the need for travel. These formats, when used effectively, can maintain, if not enhance, the engagement and value of the event while significantly reducing its environmental impact.

Incorporating measurement tools for event sustainability

Another key highlighted in the report is the lack of use of robust measurement tools, with 78% of event organisers saying they ‘thought‘ they had become more sustainable in the last twelve months. Without using accurate tools to measure the impact of various components of an event, including delegate travel, it becomes challenging to assess and improve sustainability practices. Adopting comprehensive measurement tools allows us to make data-driven decisions, ensuring that our sustainability efforts are not just symbolic but have a real impact. These tools exist now and it is perfectly possible to quantify sustainability, rather than just thinking or hoping that it is improving, with or without delegate travel

The insights from the report are a wake-up call for the event planning industry. It’s time to broaden our understanding and implementation of sustainability. This involves taking a holistic view, considering all aspects of an event, including delegate travel and the use of measurement tools, and actively engaging with attendees to understand their preferences. Our tool Impact, has been designed after requests from corporate event planners to be able to assess events across all the broader ESG (Environmental, Social and Governance) factors.

As event planners, we have a responsibility to lead the way in sustainability. By incorporating comprehensive sustainability measures, including a focus on delegate travel and measurement tools, and designing events with sustainability as a core principle, we can significantly reduce the environmental impact of our events. It’s time to embrace this challenge and set a new standard for the industry.

If you would like to find out more about how we could work with you to achieve all your event measurement goals in 2024, get in touch.

 

AI in Event Planning: Personalisation

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AI in Event Planning: Harnessing AI for Tailored Event Experiences

In the first of a new series for 2024 we’ll be examining the huge range of opportunities that exist for artificial intelligence (AI) in event planning. We’re all about helping event planners make better decisions with information, so we’re starting our series by looking how the vast data processing capabilities of AI can be used to provide tailored event experiences, ensuring each attendee’s experience is unique and memorable.

Understanding AI in Event Personalisation

AI personalisation in event management involves using AI technologies to analyse attendee data and preferences and then using the insights to provide a customised experience for each individual, something that has historically been very time-consuming and costly to do. Using AI in this way can range from producing personalised agendas to recommended networking opportunities and providing post-event summaries and recommendations. Using AI for personalisation provides several benefits including: enhanced attendee engagement, increased satisfaction, higher attendance rates, and improved feedback scores.

Gathering and Utilising Attendee Data

 Ai can be used in both the data collection and data analysis of the attendee data to be used for personalisation. AI enabled-tools can gather data through pre-event surveys, social media interactions, and registration information. AI algorithms can then be used to analyse this data, identifying patterns in attendee preferences, interests, and behaviours.

Important: always ensure compliance with data protection regulations and legislation and maintain transparency with attendees about how any data collected will be used, providing opportunities to opt-out if desired.

Personalising Event Content with AI

Once all the data has been collected and analysed, AI can help with better decisions by suggesting personalised session schedules and agendas based on attendee interests. One area that has shown a high level of interest for the future includes using the data to create dynamic content delivery which could utilise AI to adapt presentations or workshop content in real-time, based on live feedback and/or engagement levels.

   How-to Steps:

     1. Select AI tools that integrate with your event management software.

     2. Define key interest areas or tracks for your event.

     3. Enable attendees to input their preferences during registration.

     4. Use AI to match attendees with relevant sessions or activities.

Enhancing Networking Opportunities through AI

AI can also be used for attendee ‘matchmaking’, using AI algorithms to connect attendees with similar interests or complementary professional backgrounds and can then suggest good times and formats for networking events, maximising each attendee’s availability and interests.

How-to Steps:

     1. Choose networking platforms that incorporate AI matchmaking capabilities.

     2. Encourage attendees to create detailed profiles to facilitate accurate matches.

     3. Monitor and adjust AI recommendations to ensure accuracy, based on ongoing attendee feedback.

Personalised Communication and Engagement

AI chatbots, already used in many other industries, can enhance customer service and have the potential to reduce or eliminate the costs of staff tied-up with answering simple repetitive enquiries, freeing them up for more demanding and value-add roles. AI chatbots can provide instant, personalised responses to attendee inquiries, with the same chatbots then being used to provide targeted marketing messages, personalised event updates, schedule changes and information – all based on individual attendee interests.

How-to Steps:

     1. Integrate AI chatbots with your event website and mobile app.

     2. Segment your attendee list based on interests and past behaviour.

     3. Craft personalised messages and updates, leveraging AI for content optimisation.

Post-Event Engagement and Feedback

After the event AI can be used for personalised follow-up. AI can send customised thank-you messages, content recaps, and suggestions for future events. AI tools can also be used to analyse post-event feedback for the event organisers, generating insights and ideas for future event improvements.

How-to Steps:

     1. Automate post-event communication with personalised AI-driven messages.

     2. Collect and analyse feedback using AI for comprehensive insights.

Where to Go for More Information and Tools

This is a fast-moving area and keeping yourself up-to-date with the technology as it develops will ensure you maintain a  competitive edge. Research companies that specialise in AI for events, consider enrolling in courses related to AI in event management, and attend events focused on technology in event planning to network with experts and discover new AI tools.

AI’s role in personalising event experiences is not just a futuristic idea; it’s happening now and has the potential to completely transform the event planning landscape and help everyone in the events space make better and more informed decisons. By harnessing the power of AI for personalisation, event planners can create highly tailored, uniquely engaging and memorable events. Personalisation always leads to higher satisfaction rates, stronger attendee engagement, and ultimately, more successful events. As the technology continues to evolve, staying informed and flexible and willing to try new tools will be key to leveraging AI effectively in the fast-changing world of event planning and management.

If you would like to find out more about how we could work with you to achieve all your event measurement goals in 2024, get in touch.