Creating engaging meetings: inform, educate, entertain through event tech

In pursuit of results, events are changing and adapting to capture the ever shortening attention span of the modern attendee. Organisers try to impress the audience by involving all the senses and conferences are being transformed into captivating real-time experiences.

Today’s business meetings tend to integrate the elements of trade shows and exhibitions to spark excitement and create interest of visitors and consequently generate more business opportunities. Moreover, festivalisation of meetings together with the creation of multi-industry experiences is another new way of engaging the audience. Organisers mix serious B2B meetings with the elements of entertainment specific to festivals to generate more excitement. Gathering people from different industries and business areas under the same roof makes it possible for the collision of thoughts and ideas, generates more interest during the event and attracts new delegates.

However, the fundamentals of any event are the same: to share knowledge and connect people. What is changing is the way this knowledge is generated and consumed. If a couple of decades ago the main goal for attending conferences was to learn about the latest updates in the industry, nowadays, in the hyperconnected world the latest information is just one click away.

The purpose of live meetings has shifted from simply consuming the content to providing a space for discussions and creative problem solving.

Moreover, a new problem has emerged: there is not enough time to digest the enormous amount of data available. Therefore, in order to compete in the overcrowded market, event managers must find a way to provide their attendees with content that is:

• Good Quality
• Relevant
• Timely
• Entertaining
• Easy to digest

Entertainment with information

You might have heard about infotainment. The term itself appeared in the late 1980s and was used to define the transformation in the way leading media channels delivered news. Paying more attention to divert the public rather than to inform, the media became part of the entertainment industry. This happened due to the exponential rise in the availability and quantity of news as a consequence of globalisation and advancements in technology. In competition for people’s attention media started to use tabloid techniques.

Although the term ‘infotainment’ is sometimes regarded with negative connotations to emphasise the loss of quality and objectivity in the presented information, let’s look at it from a different angle. What are the benefits of infotainment— the technique that allows event organisers to capture audience’s attention before the event and on-site.

It is worth mentioning that well designed and executed infotainment does not necessarily lead the loss of quality. Presenting content in a way that fascinates attendees and initiates a dialogue between all of the stakeholders is an essential step into their minds and builds a loyal community. The latest developments in event technology and the evolution of digital communication channels made it possible to boost infotainment to the next level by delivering content in a more engaging and timely manner. This can be achieved by using rich content and technology that evokes a strong emotional response.

The latest developments in event technology made it possible to boost infotainment to the next level by delivering content in a more engaging and timely manner.

Personally relevant and emotionally provoking — these are two defining characteristics of infotainment. Accordingly, the content delivered at live events must evoke an emotional response, be personalised and targeted to the particular interests of each attendee.

Pre-event infotainment

The goal of the pre-event infotainment is not to just provide entertaining information to familiarise attendees with the meeting program but also to create an environment in which people can share thoughts and become the co-creators of the future experience. Event applications are a great tool for sharing ideas and suggesting topics for discussions. Event management software, thanks to its integrated analytical features, allows managers and sponsors to get to know their audience better and at the same time makes it possible to personalise content.

Using technology at the pre-event infotainment stage not only allows to grow interest in the meeting but also to shape the event agenda. Managers and organisers can identify the attendees’ pain points as well as determine topics and speakers that generate greater interest.

In the world oversaturated with information, targeted content as well as more time and space for discussions is key to a successful pre-event campaign. Let your attendees entertain themselves by generating their own content, encourage participation on social media and push your audience to submit questions through the event app.

On-site infotainment

Inviting speakers who are experts in the field is essential for success of any event. However, infotainment implies that besides the ability to impart knowledge your speaker must also be a charismatic entertainer. To facilitate this and enhance the attendee experience, rich content such as videos or graphics can be introduced.

The information presented during a speech can be delivered in a more engaging way with the help of live scribing, a technique that allows speakers to create an emotional connection with their target audience.

What makes the content presented at live events different from the one found on the web or in an industry-specific magazine? The answer is obvious: the possibility to generate discussion with multiple people being involved in the real time. To achieve this, one needs to provide their audience with the best available tools that will enable live interaction such as live polling, a social wall or the ability to leave comments on the presentation slides. Delivering content in an engaging and dialogue-like manner will provide the attendees with an enhanced infotainment experience.

As mentioned previously, one of the major characteristics that makes the information relevant is its timely delivery. Make sure that the important updates and messages are sent on time to your attendees’ smart devices. Encourage the use of a dedicated event hashtag, mobile app alerts or push notifications. Remember that the alerts sent live must be relevant and to the point.

Without reaching the people’s hearts and minds most of the information is just a set of characters and sounds. Applying the concept of infotainment to live events can ensure that the story you are trying to tell will be heard. Using event technology gives you a way to build a bridge connecting a storyteller with the listener and makes it possible to deliver quality content in a timely and engaging fashion.