Event planners discussed how to ensure that attendees are fully
engaged with your events at a recent Cvent webinar, while the events
software business also revealed its latest findings on venue sourcing
Virtual events continue to be a learning journey.Approach virtual events as a fluid process and a learning exercise.
Sometimes people are more engaged and want to interact online, at other
times they want to attend in person.
benefit of this approach, where we are always testing, is that we’ve
been able to try out a range of products, including our own webinar
product,” says Amelia Brown, marketing and communications at Evcom, the
membership association for the event and visual communications sector.
“We’re reshaping our business all the time and we’re able to do this by
incorporating lots of user feedback so it works on all levels and for
Be flexible and open-minded. Latest Cvent source
data indicates that hotels are taking longer to respond to requests for
proposals – 23% longer than they did in 2019 (pre-pandemic), which Cvent
says impacts the planner experience and their ability to work
“One of the things suppliers can take advantage of is building in
flexibility and submitting alternative proposals, for example
availability for different dates – small things like that make our
ecosystem better both for planners and suppliers,” says Sanny Payal,
associate vice president of analytics at Cvent.
One of the things suppliers can take advantage of is building in flexibility and submitting alternative proposals, for example availability for different date.
Sanny Payal, associate vice president of analytics, Cvent
There is a renewed focus on content. Felicia Asiedu,
senior marketing manager, Europe at Cvent said that there had been a
trend post-pandemic to question whether delegates were attending events
for the content or for the networking opportunities. “With in-person
events returning post-pandemic, delegates were focused on networking and
reconnecting with others,” she said. “We started to build more
networking time – while we’re not taking this away [in future events],
with live events firmly back on the agenda, the attention is now on
producing compelling content.”
Brown concurred, saying the organisation is trying to understand what
its attendees want to learn and be inspired by. “We want to be able to
address the important issues they are facing,” she says. “People respond
to moments of inspiration, to something they can take back and share.”
Bleisure is becoming much more significant. Latest
Cvent source data indicates that planners are sourcing venues in terms
of what they offer from a blended (business and leisure point of view).
According to Cvent’s Payal, executives in the hotel and airline industry
are talking about the impact of bleisure in their earnings call, as
part of their strategy to deliver product innovation for their
makes this trend important and interesting for suppliers is that during
the [event] day attendees are going to be in a business mindset,” says
Payal. “And they're also going to be shifting to a leisure mode which
could be an important factor from an upsell standpoint. You can adjust
and align your act of sales and marketing accordingly, while delivering
on the expectations of the attendees in such a scenario.”