Peter Brand
Peter Brand is the founder of NewsDriver, a mobile-first storytelling platform focused on helping bring new content solutions to corporate communicators.
Four Tips to Win the Content Game at Events and Conferences
July 26, 2017
Having spent a couple of decades building and refining public relations content and targeting platforms for the event space, I’ve identified what successful exhibitors consistently do well.
While there are many reasons to participate at events, two bubble to the top: build relationships and share content. When the right content and communications plan converge for your event, you build stronger relationships from events and deliver superior ROC (Return on Content).
Here are four tips to help your organization win the content game:
1. Create content specifically for the environment where it is being consumed: Know how and where your audience is going to consume your content. If you were presenting on stage would you turn off all the lights and talk to the audience in the dark? Unlikely. During conference and trade shows, audiences are listening to panels, at exhibitor halls or at social mixers – and typically consuming content on mobile. Present your content in the right format to foster an engaging mobile experience. Don’t assume all digital formats offer the same experience. Here’s a cool example.
2. Sharing is caring: To win new relationships and keep old ones, it’s important to share valuable content. That doesn’t always mean content about you or about your products. It means content and information that is going to help the target audience. Be a thought leader; share insights and tips that will help them become more successful (get comfortable with the idea it might not directly help you right away).
3. Data targeting and segmentation: Audiences now expect to see only relevant content in their social feeds and inboxes. When your targeting is misaligned, you run the risk of alienating the people you most seek to build relationships. Segment your target audiences and design content that speaks to each segment’s interests, concerns and practice. Leverage data from the event organizer, social media, Google and PR service providers to send the right message to the right targets.
4. Year-round effort: Communicating only a few days before the show and a few days after the show isn’t enough. A consistent year-round content development and communications program will drive strong results throughout the year and during your events – ABC (Always Be Communicating).
Partner Voices
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here.
New Wave Experiences
Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024.
Enhanced Technology
Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space.
Refreshing New Design & Fine Art
The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights.
Sustainable Spectacles
Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles.
The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.
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