Whether an event is free to attend or paid for, it's more important than ever to be able to demonstrate to potential delegates why they should come to your event. Stepping away from a packed schedule of meetings or long to do list is more than just a sacrifice of time. So how do event organisers make sure that the value delegates get from an event is greater than the things that might take precedence over the event?
What's certain is that a day out of the office - even if it is a trip abroad - is no longer enough. In line with personalisation trends elsewhere in marketing, audiences are atomising and the 'why' is just as important as the where and when.
The meetings and events industry should prepare for a complete overhaul, thanks to the rise of the sharing economy and preferences of the next generation of delegate.