Posts Under: Brian Cuthbert

'Are You Leaving Money on the Table?' Hybrid Events Are Probably the Future.

I was watching an admittedly bad—but happy—TV movie the other night, and the ending focused on an in-person event where a contest winner would be announced for building the nicer house. A woman stepped to the podium: "I want to welcome everyone here tonight, and also all the wonderful people in our community watching at home who couldn't make it."   It makes sense, but of course, it's anything but revolutionary. We've been hearing awards show hosts saying that for years—although lately there have been no hosts. But you haven't really seen that introduction given at most pre-pandemic, business conferences. The thinking has usually been that by offering the conference virtually, you would encourage people not to come. Maybe let them buy some recorded sessions later.   Even when in-person events do return—and at some point they will; safety guidelines were being issued today—virtual will remain part of the mix.    "There ...

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Have 'Realistic Expectations' - Thoughts on Virtual Event Platforms

"The single most important thing [for a virtual event] is realistic expectations about what the sponsor and attendee can expect," said Brian Cuthbert, group vice president, Diversified Communications U.S., in a webinar held early in the pandemic. "You are not reimagining the show. How many leads can I expect? How will the learning be? Are you implementing video? Are there trainers or is there an audio webinar?"   "We've been pulling together, in the past five days, a virtual event for the same time that the live event was scheduled," Alicia Evanko, executive vice president, Travel Group Global Events, Northstar Travel Group, added. "We're just doing an appointment event so we're using Zoom. We're exploring other options for the content piece.   "The #1 priority is bringing those buyers and sellers together because we're already getting requests, 'Hey, can you get me the list? I'll set those appointments up myself.' Zoom will handle the appointments. We ...

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'Move as Fast as You Can'; Event Experts Advise on Postponements, Outreach and Platforms

Whether you cancel or postpone an event should be "based on the information you have today. You have to look to your customers," said Alicia Evanko, executive vice president, Travel Group Global Events, Northstar Travel Group, during a webinar Thursday on Coronavirus and Your Events: How to Make Decisions that Protect Your Business and the Safety of Your Staff. (Members can watch the webinar or download a written transcript here.)   "For us our final decision to postpone our May event was customer feedback. You want to plan these things now. Because come the fall, everyone is moving their events. You want to get out ahead. Any event in May or June, it's a tough call... You have to consider who your audience is, how big your event is and if you want to keep it in the same calendar year. The sooner you get there the better."   Even in the couple days since that webinar, May events seem more fleeting. Evanko offered an example of an event that they wanted to m ...

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Google's New Algorithm, Certification, Using Personas Will Be Trending at BIMS

"But beyond that, you just have to constantly experiment—there is no way to know what works. Should you write long, or short, post on a Monday or a Tuesday, I do not know. I can't even work out how to game the algorithm and I work here. But I do know if you think you have got it, it will change almost instantly. You have to keep throwing stuff at the wall and see what sticks..."

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A New Event, Around Awards or an 'Isolated' Group, Can Be Just the Ticket

The theme for SIPA Annual 2019 is Make More Money and no session might symbolize that more than Launching a New Event and Reinvigorating Existing Ones with Brian Cuthbert, group vice president, Diversified Communications. "Learn tips on how to get started with generating revenue for an event, even when you don't have a separate department or resources dedicated to this endeavor."

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With Silos Down, a New 'Church and State' Is Starting to Form

"Publishing is, or should be, a quiet operation, and it was Fleischmann's talent to make it almost inaudible. From the first, he was convinced that the separation of the editorial and the business sides of the magazine had to be complete: no disingenuous management requests for editorial mention of an important advertiser's product, no publisher's protests against an article that might offend a prominent client—no pressures, overt or hidden."

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