Designing Successful Events:
What Participants Really Want
Throughout the world there are various events: meetings, incentives, conventions or events. Participants have to choose the most suitable from the variety of offers and have less and less time and budget available for attending. Organizers must therefore tailor their programs as precisely as possible to their target groups so that they not only participate, but also return again in the future. However, what do participants actually want?
You might also be interested in:
- Special Supplement, Service Book 2020 plus
- Digitalisation in Exhibition Stand Building / STANDout
- Inspire You – Event Technology 4.0 / Signature Group
- Digitalisation – A Great Opportunity / Reed Exhibition
- Experience Markets Live / Fair Dornbirn
- Exhibition Performance: Why di-g-alog matters! / bluedonau
- Live-Marketing – online and offline / Dr. C. Zange, TU Chemnitz
- Designing Successful Events / Ass.-Prof.Dr. Lukas Zenk
- Scoring with Quality in a Different Environment / WKO
- Big Data and Artificial Intelligence – A Glimpse on Trade Fairs / IFES
CORE ACTIVITIES AT EVENTS
Although each event is organised in a different way, it is possible to identify consistent core activities at a back level. These activities match the expectations and desires according to which people actually participate in events. In order to explore them, we have carried out a three-year applied research project at the Donau-Universität Krems and the Universität Wien to investigate a variety of events and interview participants and organisers. Using cognitive and social science analyses, we then identifi ed, described and illustrated the nine most important core activities by using sense-making processes and are presented in a practice-oriented way especially for organisers. The more precisely an event meets the expectations – expressed in core activities – of the target group, the higher the possibility that participants are satisfi ed with the event, recommend it to others and want to participate again. To ensure that these concepts are not only scientifi cally described, but can also be used practically for events, we have created a compact handbook. In addition, we have developed a set of cards to create an innovative event independently (even without a book) in three steps. With the help of the book and the card set, organisers can develop and offer those services based on the selection of core activities that best suit the target audience. Three important dimensions have to be considered for each event.
SOLUTIONS FOR EVENTS
For each dimension, we have developed 13 solutions to provide a com-prehensive overview and inspiration for innovative event design.
STEP BY STEP TO THE PERFECT EVENT
This approach enables agencies, organisers and customers to redesign their own event or trade fair in an innovative way.
Ass.-Prof. Dr. Lukas Zenk