I just need to get this out, once and for all: it’s not about the platform. I’m referring to the explosion of event technologies aimed at the virtual event industry fueled by the unprecedented financial investment in the sector.
My colleagues and I at Event Strategy Group sometimes say that we’re platform agnostic.
In the context that we work with many different tech platforms, this is true. This could be construed to mean that we don’t care or don’t have an opinion about which platform you use, which is false. We have strong opinions.
In our industry’s frenzy to “pivot to virtual”, some organizations were understandably confused. The result was to the cart before the horse. The conversation became about the technology vs the content, likely because that was what was most tangible. Yet it persists.
Think about it this way: you’re in a meeting, and your executive stakeholders ask about the events/shows/sponsorships/activations your organization is engaging in this year. Your answer? Las Vegas.
The platform is to virtual events what the venue or venue city is to in-person events.
The right event technology it is a critical decision, but it needs to be placed in right place:
objectives > strategy > content | design > attendee experience > platform selection
This holds whether it’s virtual, in-person or hybrid.
Far too often we see organizations trying to make a technology do something it wasn’t intended for – or worse – brands spend big dollars on an enterprise platform only to underutilize its features. You wouldn’t book a huge venue for a week only to hold a networking event for your VIPs. We continue to be offered engagements to manage or clean up after a platform decision (read: error) has been made.
We believe that the tech stack – like sites and venues – should be carefully selected based on these factors, among others:
Now before my tech friends accuse me of blasphemy, know that as an event agency our purpose is to deliver results on spend. The strategy, design and planning of events is more important now than ever. We’ve also spent hundreds of hours researching new tech tools and platforms and will continue to do so. Do we have opinions? Oh, youbetcha – and we’re happy to share.