For most type of businesses, company events play an important role in generating and retaining clients.

Our jobs are a vicious but satisfying cycle of engaging clients, actively producing an unforgettable show - and evaluating our successes (and pitfalls) afterwards. We not only crave, but are also measured according to the levels of buzz and attention we attract with outside-the-box thinking.

Hashtag shares dictate the success and virality of each event we produce. Since we can't all just come up with (misspelled) hashtags that go viral in an hour, we need to rely on a variety of surprising solutions that earn our events hashtag royalty status.

Conferences and events are no longer just about educating, but about entertaining. Just as people don't read anymore, they don't really stand still anymore either. Their fingers, eyes, noses, mouths, basically all their senses need to be actively engaged and in motion at your booth/table or event location, wherever that may be.

For example, flyers once used to call attention? Today, not so much. Candy at your table? Great, but kind of old school. Serving drinks? Awesome, but what's their cool factor?

Here are three principles that can help you add on layers of interest to the experience you are offering and pump up the hashtag shares following your events.

 Gamification

Event gamification isn't new, but if you want to create buzz and action around your booth, going interactive is likely to do just that.

Building a game around your brand for visitors to interact with your messages and value proposition (from live trivia and Spin-the-Wheel to actual sport activities), products on the likes of Screemo aim to increase the attention and engagement given.

Event-goers will engage using their smartphone which is then connected and projected to a screen at your events.

 Live content

Getting eyeballs is always a challenge is packed events. Getting people to stop outside your booth and make them enter your realm is harder than ever.

Using live content and promoting it on large screen TVs can attract bypassers to stop by your booth and encourage them to walk in and hear your offerings. Just make sure your back this with a cool activity to drive enough content created at your booth.

Buzz always attracts more buzz.

To collect guests' content and display live display it in your booth, there are solutions like Tagboard. Their product collects hashtags from those tagging either about your event and/or your client's brand from all social media platforms and displays them on a collective board, using auto-play and other viewing options.

 Personalization

Getting personal with each guest is not an easy task.

One way to create a personalized experience for guests is to give them something visual they can share with friends and colleagues, something they will be happy to share on social media, generating "Wow, where did you get that?" effect.

Ripples is an experience that uses foam-topped beverages as a medium for creating and serving personalized content, such as messages or even selfies. The outcome is a instant print on top of the beverage, ranging from capuccinos to cocktails.

Many marketers have experienced different solutions to the engagement issue we experience in large scale events, and I would love to hear some feedback and ideas from the audience.

Published on: Dec 19, 2017