Names Have Power. Be Sure to Pick the Right One

The government market is not known for having catchy or memorable slogans. Job titles of executives routinely spread over two lines. Legislative actions are named as blandly as possible and then later nicknames are coined for easier pronunciation, quick recall or political branding. Look at how the Personal Responsibility in Food Consumption Act became the Cheeseburger Bill and how the Affordable Care Act became Obamacare.

It's not surprising then that events for the government audience tend to follow these same naming patterns. While music lovers have Lollapalooza and entertainment fans have Comic Con, Federal workers attend Government Software Forums and Data Analysis for the New Threat Landscape. While these are important and serious topics, we'd like to challenge government meeting planners to come up with more creative naming conventions to drive interest and excitement around these critical topics.

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The Human Factors Leading to Higher Event Effectiveness

From time to time GovEvents will come across information we feel our members and audience would benefit from. Here's something we wanted to share:

Empty hotel conference meeting or event room provides space for business meetings conferences speakers or events. Tables and chairs set up to view projection screen.

We all want to be actively engaged with experiences that mean something to us personally or professionally. These are the events in our lives that lead to great stories people want to hear and that make memories we cherish long after the occasion ends. Our professional events should have the same impact. Events and exhibiting are people businesses. Anything that emphasizes and appeals to each individual's humanity produces authentic engagement and deeper meaning for all involved.

GES MarketWorks asked corporate marketing leaders, brand managers and event marketers about their event objectives. Revenue, Enhanced Customer Interactions and Brand Awareness topped the charts,essentially tied with about 70% of responses. Corporate responders reveal logic that should penetrate all event strategies and planning. Several factors lead to higher event profitability and success, engagement (enhanced customer interaction), brand awareness and personalization.

Engagement

Whether you are an exhibitor or a corporate host of a company event, engagement is a major objective. Unlike other objectives, engagement provides the emotional tie that binds people. It acts as the pathway to accomplish and magnify other objective results.

Customer engagement certainly stands at the top of priorities for chief marketing officers globally. In IBM's 2016 CMO Perspective report , 66% of CMOs held "developing deeper, richer customer experiences as their top marketing priority."

Awareness

With emotional engagement, brand awareness is easier to accomplish. People believe because they are emotionally invested. Engagement and brand awareness lead to revenue because they generate an emotional bond with the brand. As Ben Franklin said, "Tell me and I forget. Teach me and I remember. Involve me and I learn."

Events create advocacy because deep engagement builds brand loyalty and because engagement happens best in face-to-face events. When we asked responders about event characteristics that drive sales, Enhanced Customer Interaction led the way with 19% of responses, followed by Brand Awareness and Personalization, both with 15%.

Personalization

Brand awareness happens through personalization of content and interactions. Customers take it personally when you demonstrate authentic interest in their issues and interests. They feel appreciated and understood. That's deep engagement.

Deeply engaged customers demonstrate more brand loyalty, less price sensitivity, shorter resell cycles, and a greater likelihood of recommending the brand to their friends and colleagues. Those are the motivators behind Gallup's observation that deeply engaged customers provide an almost 25% "premium in terms of share of wallet, profitability, revenue and relationship growth over the average customer."

These survey respondents carry weight because 60% said they earn at least a 3-to-1 Return on Investment through their events. More than a quarter of respondents (27%) earned ROI of 5-to-1 or greater. They know, at least intuitively, what Joshua Foer, a freelance journalist and champion memory competitor said, "We remember when we pay attention. We remember when we are deeply engaged." Learn more about Event ROI

What are you changing in your events to deeply engage customers based on more personal, relevant interaction? Is event consistency driving more attendees to participate less frequently? This infographic will help guide your questions.

To read full peer insights from marketing executives, download our free Driving Event ROI guide.

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Behind the Curtain: Hewlett Packard Enterprise Software Government Summit

The seventh annual Hewlett Packard Enterprise Software Government Summit, or HPE Gov Summit for short, takes place on March 22 in Washington, DC. This annual event has evolved over the years as HPE's focus has expanded as a company. The event was originally designed as way for IT management involved in the data center to get hands-on experience with the latest technologies to help with data center operations. Through acquisitions and organic growth, HPE grew their customer base beyond the data center and began working with developers, testers, integrators, and business management. The conference has followed this evolution, staying true to its hands-on roots while expanding to include technologies supported by HPE. The event has expanded to also incorporate the business and policy side of this traditionally tech-heavy event.

Lewis Carr, Senior Director Industry Solutions, Hewlett Packard Enterprise, has been involved in planning this event for the last six years. He took some time to give us a sneak peek into what to expect this year. Continue reading

Machines Among Us: Today’s Reality of Artificial Intelligence

Machine Learning and Artificial Intelligence (AI) used to be the foils for heroes in science fiction movies. The Day the Earth Stood Still; 2001: A Space Odyssey; I, Robot; The Matrix; RoboCop; and Terminator all show a day when machines take over the world with disastrous consequences for humans. The reality is AI is already here today and it is nowhere near as villainous as the movies portray. AI helps diabetics better manage their sugar; enables driverless, electric vehicles that are better for the environment; supports the efforts of cyber warriors; and makes medicine more personal and precise.

Artificial Intelligence is used to describe the activities of a machine when it mimics the cognitive abilities of humans. This cognition allows the machine to take action toward a stated goal. But how do machines become intelligent? Like humans, they must be taught. Machine Learning is a type of AI focused on giving computers the ability to learn without being explicitly programmed. Using algorithms (designed by humans), machines can make predictions using the massive amounts of data they are able to process.

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Are You Doing Enough to Keep Attendee Information Safe?

From time to time GovEvents will come across information we feel our members and audience would benefit from. Here's something we wanted to share:

Ticket holders for the annual Coachella Valley Music and Arts Festival who are looking forward to spending two weekends in the California desert with some of the biggest names in music may have had their anticipation dampened by a bit of bad news from festival organizers last week. "We recently discovered that unauthorized third parties illegally gained access to the usernames, first and last names, shipping addresses, email addresses, phone numbers, and dates of birth individuals provided to Coachella," read an email from the festival. "We have taken measures to block further unauthorized access, and reported the matter to the appropriate authorities for further investigation." Continue reading