Attending an Industry Event as an Event Planner: Maximizing Insights for Our Clients

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As an event planner, attending an industry conference is more than just an opportunity to learn from the scheduled sessions; it’s a chance to immerse myself in the latest trends, technologies, and best practices that I can bring back to our clients. While the keynote speakers and breakout sessions are invaluable, and often fulfill crucial continuing education requirements for certification, my role as an event planner requires me to approach these events with a dual focus: gaining knowledge and scrutinizing every detail to see how I can enhance the experiences I create. As I prepare to attend the American Society of Association Executive (ASAE) annual conference, here are some things I will be look to achieve.

Learning from the Experts

The first step in attending an industry event is, of course, soaking up as much knowledge as possible from the experts who are leading the sessions. These speakers are often at the forefront of industry trends, and their insights can provide a wealth of information on what’s coming next in event planning. I'll be particularly interested in sessions that delve into emerging technologies, attendee engagement, sustainability, and the integration of hybrid events, as these are areas that are rapidly evolving and becoming increasingly important.

Taking detailed notes during these sessions will be key, but I’ll also be thinking about how the concepts discussed can be practically applied. For example, if a speaker is discussing the latest in AI-driven event management tools, I’ll be considering how these tools could streamline processes for our clients, save them money, or enhance the attendee experience.

Observing Event Logistics and Design

Beyond the content of the sessions, the event itself serves as a live case study. From the moment I step into the venue, I’ll be analyzing every aspect of the event’s logistics and design. How are they handling registration? Is the flow of foot traffic smooth and intuitive? What about signage—does it effectively guide attendees, and are there any new signage designs or tools that are worth checking out? These are all elements that, when done right, contribute to a seamless event experience, and when done poorly, can detract from the overall success. These are also the areas to find simple ways to refresh a client event. 

I’ll also be paying close attention to the event’s layout and decor. The way spaces are designed and branded can have a huge impact on attendee engagement. Are the breakout rooms set up in a way that fosters interaction and collaboration? Is the main stage visually striking and aligned with the event’s theme? What kinds of lighting and sound setups are being used to enhance the atmosphere? These are all questions I’ll be asking myself as I move through the event.

Networking and Building Relationships

Networking is another crucial aspect of attending an industry event. It’s not just about exchanging business cards; it’s about building relationships that can lead to future collaborations and partnerships. I’ll be looking for opportunities to connect with vendors, venue managers, and fellow event planners to discuss their experiences, challenges, and successes. These conversations often yield valuable insights and can open doors to new ideas and opportunities.

When I meet with vendors on the expo floor for example, I’ll be asking them about the latest products and services they offer, and how they’ve seen other planners successfully integrate these into their events. I’ll also be interested in learning about any new technologies or tools that can help streamline the planning process or enhance the attendee experience.

Assessing Attendee Engagement

One of the most critical aspects of any event is attendee engagement. I’ll be closely observing how the event organizers are keeping attendees engaged throughout the day. Are there interactive elements like live polls, Q&A sessions, or social media integration? How are they encouraging networking and participation? Are attendees energized and excited, or do they seem fatigued and disengaged?

Understanding what works and what doesn’t in terms of engagement is crucial, as a highly engaged audience is often the hallmark of a successful event. I’ll be taking note of any innovative techniques or tools that could be applied to the events I plan, ensuring that our clients’ events are not only informative but also dynamic and memorable.

Evaluating Event Technology

In today’s event planning landscape, technology plays a pivotal role. Whether it’s the event app, registration software, or the virtual components of a hybrid event, the tech choices made by the event organizers can significantly impact the attendee experience. I’ll be evaluating the technology in use, noting what seems to work well and what might be improved. I’ll be particularly interested in how the event’s app functions—Is it user-friendly? Does it offer features that enhance the attendee experience, such as personalized agendas, networking opportunities, or real-time updates? Technology is probably the one component that changes most rapidly in planning of events so being able to see these new options and ideas firsthand is invaluable. 

Bringing It All Back to Our Clients

When I return from the event, my goal will be to distill all the insights, observations, and ideas I’ve gathered into actionable strategies for our clients. Whether it’s suggesting new technologies, recommending changes to event design, or implementing new engagement strategies, I’ll be equipped with a wealth of knowledge that can help elevate their events.

Attending an industry event as an event planner, and seeing the attendee’s point of view, is about more than just personal growth—it’s about being able to offer our clients the very best in event planning. By approaching these events with an eye for detail and a commitment to continuous improvement, I can ensure that I’m always at the forefront of the industry, ready to deliver exceptional experiences for our clients.

Let me know if you want to chat when I return, and I’ll share what I learned and how it can help you! Email me at [email protected].