iVvy had the pleasure to chat with event industry influencer Will Curran about what events look like in the future, increasing online engagement, and what he wished he learnt earlier about the industry.
iVvy had the pleasure to chat with event industry influencer Will Curran about what events look like in the future, increasing online engagement, and what he wished he learnt earlier about the industry.
Will Curran is no stranger to the world of events. As the founder of Endless Events, creator of the #EventProfs Community, and host of event industry podcasts, #EventIcons, Event Brew, and Event Tech Podcast, he has a diverse background in growing events and companies alike.
Will has been named one of the most influential people in the meeting & events industry, including being named one of the 40 under 40 event industry leaders, and one of 35 entrepreneurs under the age of 35,
A: First recommendation I have is to get better content. Let’s be honest, most of the reason people don’t enjoy virtual events is that the content sucks - maybe not even content itself, but the speakers and the presenters suck. What you need is high end energy people - they need to be coming out of the gate, extremely energised and excited. I think they have to be native using the tools - they have to be really comfortable with watching the chat while simultaneously giving a presentation. They need to be mastering at answering questions and comments as they are coming in because the last thing you want to do as a virtual event attendee is just sit there and feel like you’re watching a webinar that could be recorded. You want to feel like you’re live, and that you’re in the moment.
The second thing is - you’ve got to stop utilising technology to solve all of your engagement issues. Throwing a poll system or a chat system at your virtual event, or trying to switch platforms to increase engagement isn’t going to do it for you. I think that’s the baseline of where you start, but I think it’s a lot about other intentional designs when it comes to the event. I think the other thing too is to really think creatively about how you’re going to make this not feel like a boring Zoom webinar. People are really over the idea of sitting and watching content and hearing someone speak, especially when they feel like it can be pre-recorded.
These are my first two tips. They aren’t technology related. They are all about design and thinking really intentionally about how you’re going to end up creating your event in the first place.
Using tech as an event manager
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A: I think the most exciting thing about data when it comes to events is it allows you to track the ROI and the very specific points of information that we need in order to know how successful our event is going to be, and how successful the actions are that we are going to take. I think far too often when it comes to planning events, we’re too much about how “this is going to feel good, and the attendees are going to love it”, when no, [the reality is] we actually have the data to prove this is actually happening. Data in general is really, really important. Definitely in the future an event manager is going to have to be really good at managing data. However when it comes to big data, I’d say the biggest thing you can get is understanding larger consumer trends, understanding where your attendees are. I think a lot of our attendees have changed over the last three years, and they may be completely new attendees. Big data allows you to understand those things.
The next big event trends
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A: I think there’s a new generation of planners that are now emerging from the pandemic and are more technologically savvy than ever. I would love to see technology really continue to get infused into events and that’s where I see it changing. At the moment, I think a lot of the industry is afraid of technology because of Murphy’s Law and the potential that things could go wrong.
I also see in the future that our events are going to become about having a really deep experience - generic experiences aren’t going to fly anymore. People are going to say “why should I go to this when I have this opportunity to go to this really high quality, rich, amazing experience that’s designed down to the detail.” As technology continues to improve, it’s going to become easier and easier to communicate virtually. Whether that’s augmented reality or virtual reality, or just the constant improvement of cameras and audio quality, I think that’s a big future for us. There’s going to be a common place for more and more people to want to meet online potentially before they meet in person. Maybe even the ability to attend events virtually with a deeper experience like virtual reality, for example.
Life lessons for event managers
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