Greening Your Event: The Attendee Experience

Part 3 of of 3-part series

Today's guest post was contributed by Cara Unterkofler. She is Director of Sustainable Event Programs at Greenview.

While it’s true the majority of your event’s carbon footprint is generated by things your attendees will never see, there are many additional practices that will affect your attendees' experience—and how they evaluate your brand.

According to GreenBiz, more than 80 percent of a typical company’s market valuation today is intangible, up from only 18 percent in 1975. 

That means the cheesy give-aways, the absence of recycling bins, and the over-abundance of unnecessary printing are sending your attendees a message about your brand, and affecting your organization's worth.

Likewise, seeing that you printed all your materials on FSC-certified paper; that you planted a tree for every attendee (to offset emissions and rebuild ecosystems); and that you provided a menu of seasonal, healthy foods also sends attendees a message: your organization is progressive and mindful, and is leading the way toward a community worth being part of.

Greening Your Event: The Venue

Part 2 of of 3-part series

Today's guest post was contributed by Cara Unterkofler. She is Director of Sustainable Event Programs at Greenview.

If selecting your destination is the most important sustainability decision you'll make, the second most important sustainability decision concerns your hotel and venue partners, which in many cases are the same building. They comprise 70-90% of your event’s non-travel footprint.

To select an efficient and sustainable hotel or venue, you don’t need to brush up on energy efficiency and water conservation, or create a mile-long RFP no one has time to read. 

In the case of hotels, you can start by seeking out properties with reputable third-party ratings such as LEED or Green Key. Ask the hotel for a fact sheet on the its sustainability initiatives, so you can stay up-to-date on best practices. And ask what the property can offer your attendees. For example, Starwood Hotels can pre-enroll your room block in its “Make a Green Choice” program.

Greening Your Event: The Impact of Destination

Part 1 of a 3-part series

Today's guest post was contributed by Cara Unterkofler. She is Director of Sustainable Event Programs at Greenview.

The environmental impact of an event can be measured using various metrics. 

One popular metric is the event’s "carbon footprint."

The graph (representing a large citywide event with a substantial expo) shows that the largest contributor to an event’s carbon footprint is the fuel used by attendees to travel to the destination (fuel represents around 80%). And don’t forget there's freight being shipped along with them, representing another 5-15% of an event’s total carbon emissions.

This means you don’t have to understand carbon footprinting and the science of greenhouse gases and climate change to make a huge difference, when it comes to sustainability; nor go digital; nor figure out if your printer uses vegetable-based inks.

It simply means you need to select an event location that is close to attendees and, ideally, accessible by car or train. 

You’re likely already doing that, so keep it up and feel good that you’re not only increasing your odds of greater attendance, but having a positive effect on climate change from the comfort of your office.

What Do Gen Yers Want from Tradeshows?

Part 2 of a 2-part series

According to new research from Amsterdam RAI, organizers need to indulge Gen Yers, if they hope to attract them to tradeshows.

“Generation Y are used to getting exactly what they want," the RAI says. "They are conscious about world problems and love to have specific knowledge and skills that give them value in their networks. Gen Yers are children of a our visual culture and therefore love everything visual."

As a result, the RAI recommends organizers:

• Deliver collaborative experiences and know-how before, during and after the show.
• Be playful, hip and socially conscious when marketing.
• Invest in a strong visual identity.

Why Event Planners Should Use Distinctive Imagery

Part 5 of a 5-part series on event design

Want your event to be memorable?

Use distinctive imagery.

According to neuroscience research, we pay attention to imagery that's novel and surprising.

Moreover, we recall images that are salient; we forget images that are common.

Thanks to Ron Graham of Freeman for providing this event-deisgn tip.

NOTE: I wrote this post in 2013, not imagining that two years later I'd be employed by Freeman. Wonders never cease. 

Why Event Planners Should Consider Height

Part 3 of a 5-part series on event design

When planners assign rooms at an event, room length and width get all the attention.

But a room's third dimension should be given equal consideration.

According to neuroscience research, high ceilings promote creative and abstract thinking.

Low ceilings promote detail- and task-oriented thinking.

High ceilings also lure attendees to linger in a room.

Low ceilings do just the opposite.

Thanks to Ron Graham of Freeman for providing this event-design tip.

NOTE: I wrote this post in 2013, not imagining that two years later I'd be employed by Freeman. Wonders never cease. 

Why Event Planners Should Be Nature-Lovers

Part 1 of a 5-part series on event design

The trade show decorator Freeman hopes to apply a decade's worth of discoveries in the field of neuroscience to event design. Freeman's Ron Graham shared with me some of the firm's background research.

"We can never have enough of nature," Thoreau wrote in Walden.

According to neuroscience research, environments rich in nature images reduce stress and improve concentration.

By incorporating imagery evocative of nature into events, planners can promote learning.


NOTE: I wrote this post in 2013, not imagining that two years later I'd be employed by Freeman. Wonders never cease. 

How to Toot Your Horn at a Tradeshow

You can trumpet your message at a tradeshow if you know what the audience seeks, says exhibit marketing expert Mim Goldberg in an interview with eConnections.

Effective graphics draws the audience into your booth and "creates memorability and validity to follow up after the event," Goldberg says.

But to be effective, booth graphics must be simple and focused on the audience's needs.

"Consequently, knowing and understanding your target audience is necessary," Goldberg says.

Pinpointing solutions is smart. Money-savings. Time-savings. Better productivity.

Illustrating big ideas is not. A booth that tries too hard to will be ignored or forgotten. "You can always tell if an [ad] agency has done the graphics for a show because they look like blown-up ads," Goldberg says.

But booth graphics alone aren't enough. "Verbal messaging and some form of interaction are necessary," Goldberg says.

"For example, if your company’s message is saving money, have graphics, discuss how your company can do this and, if possible, have a product that can demonstrate how this may occur."

You Say You Want a Revolution?

Then get ready.

It's called NFC.
 
It will change the way attendees discover content at events.

NFC (the acronym for "Near Field Communication") is a form of short-range wireless that bridges the gap between the real and virtual worlds.

The technology allows anyone with an NFC-ready mobile phone or tablet to access content by touching the device to a comparable one—or to a "smart poster."

Thanks to the manufacturers, nearly one-third of new phones are NFC-ready right now. Two years hence, all will be.

With NFC, attendees will be able to touch salespeople's phones and instantly download anything now delivered on line. Videos. PowerPoint slides. Flyers. White papers. Discount coupons. You name it.

Salespeople not around? No worries. Attendees can do the same thing by touching a smart poster.

But wait, there's more.
 
Provided the nearest cash register is NFC-ready, attendees will be able to pay for purchases with a touch of their phones.

The revolution NFC will usher in isn't pie in the sky.

It's underway as we speak.

EXPO Magazine has said NFC "will change the face-to-face landscape."

Learn why "NFC will disrupt how things are done."

Controlling Drayage Costs

Blogger Valerie Hurst wrote today's guest post.  She is an account executive for Skyline Exhibits.

Tradeshow exhibitors, how many times have your show services been estimated—and all costs seem to be under control—when you receive the post-show service invoice, and the drayage costs shock you and throws you over your budget?

The official definition of drayage (aka, "material handling") is "the unloading of your exhibit properties; storing up to 30 days in advance of the show at a warehouse; delivering properties to the booth; the handling of empty containers to and from storage; and removing of material from the booth for reloading onto outbound carriers" (source: Freeman).

Here are my top five recommendations for controlling drayage costs:

Consolidate shipments under 200 pounds into one shipment. There is always a minimum drayage charge for every shipment delivered to the warehouse or show site. By consolidating shipments, your charges will be based on the total shipment weight, instead of individual minimum charges. Plus, by consolidating shipments, your properties will stay together and have less chance of being misplaced!

Know the material handling rates. Sometimes it is less expensive to ship to the warehouse, while other times it is more cost effective to ship direct to the show site. Some shows now include the cost of drayage with booth space, but usually require you to ship direct to the show site. Do your homework: review the show kit, compare freight costs and the timing of the arrival of freight, and decide what makes sense for your booth space.

Know the target dates to avoid overtime charges. Every warehouse accepts freight between certain hours and for each show there is a warehouse deadline. If you miss this deadline, overtime charges are often 25 percent more than the standard rates. Consider shipping direct to show site if you can; or, if your shipment is small, ship to your hotel and hand-carry your items into the show. Again, the information you need is in the show kit.

Understand what is considered "special handling". Did you know that if carpet and padding are shipped with your crated exhibit properties, that special handling charges often apply? Did you know that, if a truck requires ground unloading, or if you ship via FedEx, UPS, Airborne or DHL, these shipments are also charged at a higher rate? Understand the general contractor's definition of special handling and work with your traffic manager to ship your items, properly labeled, in the right size truck, and not mixed with loose items.

Is your move-In or move-out target date on an overtime day? Many shows have targeted move-in and move-out dates. Perhaps your booth is scheduled to move out on a Saturday, even though the show ends at 2 pm on Friday. Review the show kit to find the person you can contact to request to have this date changed. Many times this will be allowed, but of course it depends on the size of your booth and where you are located on the show floor. It does not hurt to inquire, as it could save you money.

Photo courtesy of Tim Wilson.