Inside Events by Swapcard
The Role of Marketing & Communication in Pivoting to Virtual with Kimberly Hardcastle and Jan Alessie

The Role of Marketing & Communication in Pivoting to Virtual with Kimberly Hardcastle and Jan Alessie

June 4, 2020

In this bonus episode, which was recorded and filmed during Swapcard’s first virtual event: Evolve, Megan chats to Jan Alessie and Kimberly Hardcastle about the role of marketing and communication in the emerging and fast-developing world of virtual and hybrid events. 

The way we market and communicate about our events is changing, especially because of the current COVID-19 pandemic, and shifting to online is happening at record pace. Shifting our focus to building global communities that are active all year long is a MUST right now. Kimberly talks about how we can draw inspiration from the marketing strategies of successful brands outside of the events industry. Jan emphasizes the importance of promoting engagement during online events, because even if initial registration figures are high, a passive audience shouldn’t be the goal.

The trio discusses the ultimate marketing methods to ensure a successful, valuable and unforgettable virtual event. They dive into how to pick the goals for your event and how to deliver specific value propositions to key groups within your audience. And it doesn’t stop there! They go on to discuss how to promote your event in the weeks leading up and what the best way is to attract a maximum number of attendees.

 

Our Guests 

 

Kimberly Hardcastle

Chief Marketing Strategist, MDG

As chief marketing strategist of the leading marketing and public relations agency specializing in B2B events in the United States, Hardcastle and her team provide solutions that increase attendance and exhibitor participation for several of the largest and most successful events (in-person and online) in the country.

Kimberly has worked in both the United States and Europe, holds an MSBA with an emphasis in Marketing and has 20 years of industry experience. She is an IAEE Krakoff Leaders Institute alumna, the columnist in PCMA Convene magazine, a presenter of industry seminars on strategic market planning, and is a recipient of IAEE’s Educator of the Year Award and Trade Show Executive’s Marketing Genius Award.

 

Jan Alessie

Director, World Football Summit

Co-founder and Director of World Football Summit, an international event that in 4 years has consolidated itself as a reference for the global football industry. Jan is also the founder of Nexus Fostering Partnership, the company responsible for the development of World Football Summit.

Senior consultant, content producer and promotion specialist with over 15 years experience across international markets, Jan has worked in Latin America, Europe, Africa, and the Middle East identifying and building partnerships at the highest level of foreign governments and the private sector, organizing high profile investment forums, negotiating and closing commercial deals, producing branded content, managing global media projects and leading commercial teams.

 

 

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Bringing Strategy & Creativity to Online & Hybrid Events with Michelle Bruno and Dahlia El Gazzar

Bringing Strategy & Creativity to Online & Hybrid Events with Michelle Bruno and Dahlia El Gazzar

May 8, 2020

Our guests on this show are two women who are quite experienced in the meetings and events industry, and particularly with #eventtech. When asked just about every question on this show, they provided such insightful (and many times surprising) answers!

The industry has been talking so much about tools, tools, tools through this transition of taking our events online, but not much has been discussed about the strategy and creativity involved, so we cover that. 

When asked “What is the TOP lesson you believe event organizers have learned so far through all of this?” -- they did not reply with an expected answer.

Michelle and Dahlia give us the straight talk… This is a MUST-listen-to conversation for our industry.

 

Swapcard’s Evolve Conference - May 12-14, 2020

Our Guests 

 

Michelle Bruno

President of Bruno Group Signature Services, and Publisher of Event Tech Brief / Technical Marketing Writer | Technology Journalist | Publisher | Content Marketer | #EventTech

As a former supplier and conference planner/trade show manager, Michelle sees the technology and evolution of the live-event industry through a unique lens. She chronicles change through articles in event-industry publications, event-tech company blogs, and at EventTechBrief.com. At her firm, Bruno Group Signature Services, she helps create content and strategies for companies interested in attracting more customers through digital-marketing channels.

 

Dahlia El Gazzar

Founder of Dahlia+Agency

Dahlia has an OMG-attitude about all things tech and audience engagement solutions. With more than a decade of experience in the meetings and events sector, working on both the professional planning side and as an association collaborator, Dahlia is known as the coffee-fuelled ‘go-to’ source for trend-setting solutions, tech news, and social media expertise.

 

Her mission is to untether the busy professional from their desktop and office and enable them to be more efficient and productive working from a beach in Mexico [umbrella drink in hand] through their mobile device utilizing smart solutions and apps.

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An Emerging Virtual Event World  with Kiki L’Italian and Godefroy des Francs

An Emerging Virtual Event World with Kiki L’Italian and Godefroy des Francs

April 17, 2020

We recorded this episode on Global Meetings Industry Day (#GMID20), where poignant data emerged from more than 7,000 survey responses during the online meetings. Megan discusses this data with guests Kiki L’Italien of  Association Chat and Godefroy de Francs of Swapcard. They also talk about the impact of the global health situation on the Association market and how technology can help the industry become more sustainable in the future.

 

Link share mentions:

 

Our Guests 

Kiki L’Italien

Founder & CEO of Amplified Growth & host of Association Chat 

As CEO and Host for Association Chat, an online community and media platform for the association industry, KiKi L’Italien reaches over 72k industry professionals monthly. Amplified Growth is a DC-based digital marketing consultancy specializing in SEO, social media, and content strategy for associations and commercial clients. 
Kiki is a creative, analytical, image, and trust expert with over twenty years of experience in organizational positioning, reaching key audiences while driving revenue.

 

Godefroy des Francs
CPO & Co-Founder of Swapcard

Godefroy’s job is to facilitate the best customer experience for Swapcard customers. He’s working on product management & design to bring great UX and a “cool factor” to the app! He graduated in Business Management & Finance, and then learned code and Web design on his own… He then co-founded Swapcard: a networking platform for business events.
He manages a great tech team of 15 awesome and talented developers. He’s in charge of the product: strategy, design, and experience. He loves mobile tech, great UX, and entrepreneurs.

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Intentional Event Design with Tahira Endean of SITE Global & Matthew Donegan-Ryan of Swapcard

Intentional Event Design with Tahira Endean of SITE Global & Matthew Donegan-Ryan of Swapcard

March 16, 2020
 

We were blessed to have one of the industry’s TOP thought leaders in experience design with us today!

In this episode, we discuss “intentional event design” with our guest, Tahira, and what goes into designing a transformative experience. We talk about an article Tahira wrote for MPI about the distribution challenges we have with food and our events and we question how the industry can help achieve zero hunger. We also discuss the state of event technology and innovation.

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Guest BIOS 

 

Tahira Endean CMP, DES, CED
Writer, speaker, connector, collaborator.

Tahira is designing people-centric, purpose driven events, living in Vancouver, BC. She is head of Events at SITE global (Society for Incentive Travel Excellence). The more complicated the event seems, the more useful she will be to you! Developing events for our industry peers allows her to bring creative energy to events and use the combination of ubiquitous technology and human nature to create relevance for our participants. 

Tahira’s book, Intentional Event Design, Our Professional Opportunity, was written from two decades of experience producing events and designing environments where trust is nurtured, driving growth for participants and organizations. She is an Instructor, Certified Event Designer, and Digital Event Strategist. http://intentionaleventdesign.ca

Matthew Donegan-Ryan
General Manager at Swapcard. Empowering face to face meetings at events through artificial intelligence powered apps.

Matthew Donegan-Ryan has been a pioneering entrepreneur in the event industry since 2005. Matthew has a history of creating and growing innovative event technology businesses and spurring widespread adoption by meeting professionals.

Matthew has helped lead two previous companies to successful acquisitions: CrowdCompass by Cvent and Thriva by the Active Network.

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Using AI to Personalize Events  with Stephan Forseille of EasyFairs & Vincent Kurta of Swapcard

Using AI to Personalize Events with Stephan Forseille of EasyFairs & Vincent Kurta of Swapcard

February 18, 2020

Download our new free ebook on event-data personalization: https://l.swapcard.com/event-personalization-with-data/ 

 

In the first half of this show our host Megan Powers, from Powers of Marketing, discussed meeting and event industry news with Swapcard Senior Data Scientist, Vincent Kurta. 

 

Megan and Vincent discussed the recent move by Marriott to take on Airbnb. Airbnb has disrupted the meetings and event industry, and this is a way for Marriott to try and compete, even on a small scale. This CNN article is worth a read (or watch!).  

Also discussed in the news is the emergence of 5G, and how it’s going to affect the events industry. Brandt Krueger and Will Curran did a session on it at PCMA Convening Leaders in mid-January. We aren’t there yet, but we will get there… and could potentially have the same issues we have now because the use will increase. 

Our guest Stephan Forseilles is Head of Technology and Digital Transformation with EasyFairs. EasyFairs prides themselves on focusing on the future. Their Website says “Let’s visit the future together! What will your life and business look like in the future? Our aim is to take you there. With a perfect mix of information, education, entertainment, and networking opportunities.” They love tech, but they are also ALL about the human touch, and focusing on the customer’s needs.

We discuss many aspects of AI and how technology is being used to personalize events--which puts a focus on the customer but also helps the organizations that use it for their events. We are at a sort of turning point with apps and there is a difference between B2B and B2C shows… We would love to hear what you think about using tech to personalize events!

The Present & Future of Event Technology with Adam Parry of Event Industry News

The Present & Future of Event Technology with Adam Parry of Event Industry News

December 6, 2019

Inside Events Podcast, hosted by Megan Powers; Episode #6 - “The Present & Future of Event Technology" with Adam Parry of Event Industry News and Brian Fanzo.

In the first half of this show our host Megan Powers, from Powers of Marketing, discussed news with millennial pager-wearing keynote speaker and tech evangelist Brian Fanzo of iSocialFanz

 

Megan and Brian discussed the growth of meetings and events, particularly growth that was discussed and made evident at IBTM World in Barcelona last month. At a time where the potential for virtual events is more possible than ever before, the demand to meet in person is very strong… partially sparked by newer generations. 

Also discussed in news was a retail show called Shoptalk, which is making the move to have every session speaker and keynote be a WOMAN at their 2020 show. This isn’t a permanent move, but makes a statement that more women need to be at the front of the room, and it shouldn’t be an afterthought, but purposeful. 

Megan and Brian round-out news discussing two very innovative technologies that can be used to help both event organizers and exhibitors to be more successful.

Our guest Adam Parry has strongly put event technology in the UK and beyond at the forefront in the meetings and events industry. Not only is he a co-founder of a media company, but also of the only technology show dedicated to event tech in that part of the world.

We discussed the evolution of the Event Tech Awards and Event Tech Live… and how innovation in technology has slowed - what Megan refers to the “elephant in the room.” Adam has very interesting insights as to why event tech is in a slow-down, and what that means for attendees and the industry at-large. 

Adam and Brian are kindred spirits on the tech front, which makes for an incredibly thought-provoking conversation.

Understanding Sustainability in the Industry with Informa’s Ben Weilgus

Understanding Sustainability in the Industry with Informa’s Ben Weilgus

November 6, 2019

Inside Events Podcast, hosted by Megan Powers; Episode #5 - “Understanding Sustainability in the Industry with Informa’s Ben Weilgus,” with guests Ben Weilgus & Elizabeth Glau.

In the first half of this show our host Megan Powers, from Powers of Marketing, discussed news with industry colleague Elizabeth Glau. 

Megan and Elizabeth also talked about an article from Skift in which the airline industry was called out for not being as eco-friendly as they purport. This was a perfect precursor to the discussion on sustainability in the second half of the show.

Our guest Ben Wielgus has been in the meetings and events industry for less than four years, but he worked in sustainability for a dozen years before that. He brings a ton of experience from his years of working with KPMG, and he’s made a concerted effort to learn from industry pros like Jeff Chase.

There’s a “big, hairy, audacious goal” that Ben talks about towards the end -- make sure to listen all the way through for the final nuggets!

 

Changing Leadership & Futurecasting  the Industry with Michael Dominguez

Changing Leadership & Futurecasting the Industry with Michael Dominguez

October 17, 2019

Inside Events Podcast, hosted by Megan Powers; Episode #4 - “Changing Leadership & Futurecasting the Industry with Michael Dominguez,” with guests Michael Dominguez & Shannon DeSouza.

In our first half our host Megan Powers, from Powers of Marketing, discussed news with event technology industry colleague Shannon DeSouza. Initially they discuss how climate change is actually an opportunity for making money. The importance of providing some relief for the planet (our industry is one of the biggest offenders of waste and affecting the planet as a result, which we will talk about in episode 5) can not be overstated, but money talks! We also discuss how “highjacking” our attendees phones in the sessions at our meetings is a way to get them more engaged, and all that goes with that (resistance included).

In the second half of the show our very “in demand” guest Michael Dominguez does not predict all of the future, but gives great insights for where our industry is currently, and what to consider moving forward (it’s actually a very tough time to make “predictions,” as he explains). He’s in a new role at Associated Luxury Hotels International (ALHI), so he explains why he made the BIG switch from MGM to ALHI, and shares a bit about how the independent hotel experience (brands) is different from the rest of the hotel industry.

The State of the Meetings & Events Industry with Key Leader Annette Gregg

The State of the Meetings & Events Industry with Key Leader Annette Gregg

October 3, 2019

Inside Events Podcast, hosted by Megan Powers; Episode #3 - “The State of the Meetings & Events Industry with a Key Leader,” with guests Christy Lamagna & Annette Gregg.

 

In our first half our host Megan Powers, from Powers of Marketing, discussed the news with Christy Lamagna. Some big news was announced during IMEX America, including Event Manager Blog being acquired by Skift, and Annette Gregg (guest for the show) having started in a new position at MPI Global as Senior VP of Experience that week. MeetingsNet came out with a great article on how we can use neuroscience-based tips to improve your attendees' learning, which tied into a session Megan attended on Smart Monday at IMEX.

 

In the second half, our guest is Annette Gregg, Senior Vice President of Experience with Meeting Professionals International. Her many years of experience designing events, and educating event professionals positioned her perfectly for this position with  MPI. Annette joined Megan and Christy onsite at IMEX in talking about Annette’s transition from being Chair-Elect (volunteer) to being staff now. We also talk through the state of the industry, the role technology plays in these experiences we create, and about the priority being placed on “women in events.”

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How Data is Changing Events - With Baptiste Boulard, CEO of Swapcard & Simon Foster, CEO of Comexposium; Hosted by Megan Powers

How Data is Changing Events - With Baptiste Boulard, CEO of Swapcard & Simon Foster, CEO of Comexposium; Hosted by Megan Powers

August 15, 2019

In our first half our host Megan Powers, from Powers of Marketing, discussed news with Swapcard CEO Baptiste Boulard. Boulard and Megan discussed a couple of developments within the event industry with regard to exhibitor satisfaction and data theft.

In the second half our guest is Simon Foster, CEO of Comexposium. He joined Megan and Baptiste in talking about marketing and sales, and the use of data the industry. 

Two excellent Exhibition News article quotes from guest Simon Foster:

  • “I think marketers often get underestimated.” 
  • “I don’t know how many years the exhibition industry spent debating whether digital was a threat,” Foster tells EN. “It’s obviously an opportunity.”

We discuss the blurred lines (and opportunities) between marketing and sales, and quite a bit about DATA. The discussion between Baptiste and Simon flows with some agreement and differing opinions, and one thing is for sure - event professionals will benefit from listening to this show! 

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