Let’s be honest: As full of new and emerging companies, trends, and technologies as the business events industry has become, meeting and event planners now face increasing pressure to stand out in a crowded market. And in a world where countless competitors are just a click or call away, there’s only one cardinal sin when it comes to marketing: Being nondescript and/or boring. As we explain in the new book, Steinberg’s Guide to Creating Competitive Advantage, differentiation is essential. Essentially, in an age of infinite choice, you’re either seen as a must-have, luxury pick or a nondescript, easily-replaced commodity, with no room or budget for an undistinguished or commonplace offering in the middle.

Thankfully, finding ways to stand out in a hypercompetitive field doesn’t have to be as expensive, time-consuming or challenging as you might think. Having worked with hundreds of meeting and event planners to build attention-getting keynote speaker sessions and standout conference programming, take note. There are many clever and cost-effective strategies that you can employ to help differentiate your conference or convention, deliver heightened value for attendees, and stay one step ahead of the pack.

Embrace Technology and Digital Innovation  One of the most effective ways for business events industry leaders to gain a competitive edge is by leveraging cutting-edge technology. For example:

  • Leveraging augmented reality (AR), virtual reality (VR), online, Metaverse and hybrid event technologies to explore new digital frontiers in connectivity, expand events’ reach, and offer more flexible solutions to clients.
  • Utilising comprehensive software solutions for registration, scheduling, and heightened attendee engagement (or crowdsourcing content ideas and session suggestions) to streamline operations and enhance the overall event experience.
  • Implementing data-driven decision-making and AI-powered tools to optimise event performance, hyper-personalise experiences, and create content programming that delivers clients more Return on Investment (ROI).

Specialise in Niche Markets  While being a generalist has its merits, specialising in specific industries or event types, especially those in emerging avenues of research or interest, can set planners apart from the competition. By way of illustration, you might offer programs on:

  • AI, Automation and Industry 5.0 Technologies.
  • Ways to Connect with New Clients Virtually and Online.
  • Cutting-Edge Advances in Banking, Credit and Fintech.
  • New Frontiers in Cybersecurity or Medical Advances.

Planners can position themselves as the go-to experts in their chosen niche, commanding higher fees and attracting clients seeking specialised knowledge.

Focus on Sustainability and Social Responsibility  As environmental concerns and social issues gain prominence, meeting and event planners might also differentiate themselves by:

  • Implementing sustainable practices that reduce waste, use sustainable materials, and involve partnering with environmentally conscious vendors.
  • Integrating social impact initiatives, charitable components or community service into events.
  • Instituting programming activities that allow participants to give back to their community or promote eco-friendly practices while collaborating and networking.

“There’s only one cardinal sin when it comes to marketing: Being nondescript and/or boring”

Enhance Creativity and Experience Design  At a time when attendees crave special and memorable experiences, planners can also gain a competitive advantage by:

  • Developing innovative event concepts and creating immersive, experiential events beyond traditional formats.
  • Weaving storytelling elements and compelling narratives throughout the event to engage and inspire attendees.
  • Emphasising sensory experiences and designing events that appeal to multiple senses, creating lasting impressions.

Cultivate Strong Industry Partnerships  Building a network of reliable partners and suppliers that provide access to extraordinary deliverables also offers opportunities to create a significant edge. For instance:

  • Developing relationships that provide access to exclusive venues and outstanding experiences unavailable to competitors.
  • Partnering and collaborating with complementary service providers and businesses in/out of your field to offer original solutions.
  • Working with custom package providers to design tailored activities, dining offerings, and one-of-a-kind meeting formats.

Leverage Data and Analytics for Continuous Improvement  Data-driven decision-making can give planners a significant advantage, enabling them to:

  • Collect and analyse event data, then use metrics to plot better, more targeted content programming and identify emerging areas of interest to focus on.
  • Implement feedback systems that let you gather and act on attendee and client feedback to refine future events.
  • Benchmark performance, then compare results against industry standards and best practices to drive continuous improvement.

Harness the Power of Influencer Partnerships  Collaborating with industry influencers can significantly boost a program’s visibility and credibility. Strategies include:

  • Cocreating content and partnering with influencers to produce valuable insights for the industry.
  • Designing influencer-led experiences and incorporating well-known personalities into event programs to increase appeal.
  • Cross-promoting and leveraging influencers’ networks to expand reach and attract new clients.

Embrace Gamification and Interactive Technologies  Incorporating game-like elements and interactive technologies can significantly enhance engagement. Planners can:

  • Develop custom event applications that facilitate networking, agenda planning, and more interactive sessions.
  • Implement extended reality (XR) or spatial computing experiences to provide immersive product demonstrations or venue tours.
  • Design competition-based activities, such as creating challenges or contests that promote interaction and learning.

The business events industry is more crowded and competitive than ever. It’s also profoundly impacted by new technological advancements and changing attendee expectations. To stand out, excel in the field, and build and maintain a competitive advantage, planners must be proactive, innovative, and committed to continuous improvement. Thankfully, with a few simple shifts in strategy and thinking, business event industry pros can differentiate themselves in a crowded market, deliver superior value to attendees, and position themselves for long-term success. Planners can position themselves as indispensable partners in creating meaningful and impactful events by combining creativity, technical expertise, and a deep understanding of human dynamics.