I was watching back to the future over the weekend (it is 2015 after all) and I thought about our industry (I think I need to get out more!).
It’s no doubt that the human race is in love with technology. Worldwide, we’re on our way to having two billion smart device users. Data access, ecommerce, social networks, events, news and entertainment is being brought to areas that would have previously been cut off from main stream information, which we now take for granted. Just as much as tech is developed from previous experience (or updated versions in app terminology) everything else we do is a development of past experiences.
We talk so much about our future; Future tech. Future apps. Future RFID. Future of social media. future future future (said in a Marsha Brady style accent). I’m also guilty of talking about it… I’ve talked about microchipping humans and installing giant cat flaps in hall entrances… but how often do we look at our past?
How often do you look back at what has been achieved before you instead of purely thinking about what you can achieve with future tools today?
When I landed in this industry I learnt the hard way. I went to every event I possibly could to see how everyone did it. I wanted to understand how the industry worked. From recycling and building events to the mop brigade and food shows, I took it all in. The entire time I was picking up tips and tricks on what everyone was doing, what was working and what wasn’t. What was driving engagement and what wasn’t. We of course looked to the future of what might be possible, but our biggest learnings and our best results came from past experience, tried, tested and refined.
Don’t get me wrong… I love the future and what may come of it. There’s no doubt tech plays a serious part in helping shape our future, but even with the latest tech tools, how often do you get out to see what has worked (or not) on other industry sectors?
How many of you get out on the road/tube/train/planes and visit shows (not just exhibitions but other events or festivals for that matter) that are nothing to do with your sector? How often do you see something new, which is actually something old just slightly rejigged? And how often do you deploy those learnings yourself?
Of course we need to measure what works and what doesn’t, but don’t wait a year. Make your measurable a smaller chunk so you can be responsive to change. Don’t wait for the 2017 event to deploy an updated tactic and only then find it doesn’t work out. Just like a/b testing on emails. A/b test everything as you go. Take a small percentage of your visitors / exhibitors / speakers / floorplan and try something new. If it doesn’t work, fix the small chunk, enhance the offering and try again.
There is a LOT of knowledge & experience within our industry, so go on, get out there. Speak to your colleagues or peers. Read case studies. Most importantly, go to events. We all strive to get people to “our” events to learn /network / sell but when was the last time you did it for yourself?
On that note, hopefully we’ll be seeing most of you at the AEO Awards on Friday?
As for Back to the Future… I’m looking forward to October 21st to seeing if Marty makes it…