Despite a workforce shift dominated by Millennials and Generation Z, 73% of event programs are still stuck in the past, according to Freeman’s latest Event Organizer Trends Report. The data illustrates the growing urgency for event organizers to adapt to change.
This new demographic prefers events that prioritize interactivity, hands-on learning, and collaboration. However, Ken Holsinger, senior vice president of corporate strategy at Freeman, said, “Most organizers haven’t made the switch yet. Two-thirds of event programs are at a standstill. They haven’t changed.”
challenge? Many event professionals feel they have no power to advocate for change.
Recognizing this, Freeman presented a blueprint for senior executives at a PCMA leadership meeting in Houston. This blueprint is designed to guide leaders in gaining C-suite support to modernize their activities.
Possible steps for change
This blueprint provides actionable steps for leveraging data and insights to build credibility, gain leadership buy-in, and position events as an integral business tool, not just a hospitality function.
Holsinger emphasized the need to reposition campaigns into strategic marketing pipelines that drive measurable business results. “We are a game changer for business events – the conduit that marketers want to be a part of. If we can get away from that narrative and the fact that events are business tools and not just entertainment, then change will start to happen.
Insights from industry leaders
Holsinger moderated a panel discussion at the PCMA Leadership Conference that explored the topic of C-level change. The panel featured Liz Irving, CEO of Clarion Events North America; Kerwin Brown, CEO of the Baking Equipment Manufacturers and Alliance (BEMA); and Steve Speares, CEO of the American Society of Cataract and Refractive Surgery (ASCRS). Their insights reveal how to lead through change ideas.
Spears shared an idea from his organization. Younger members are not interested in traditional awards ceremonies, which have long been a staple of their activities. “Our older members are not happy about it, but the data is overwhelming. People don’t care about seeing other people win,” he said. Therefore, ASCRS no longer holds awards ceremonies.
Owen illustrates the power of targeted ideas using Malcolm Gladwell’s “thick sauce” metaphor. Prego identified an untapped need for chunks of pasta sauce, resulting in a product line that has generated hundreds of millions of dollars in revenue—a lesson in marrying innovation with audience demand.
