Welcome to another edition of Aventri's Connect Weekly column, where we share the top five news stories from the week that today's meeting and events planners should know. We aim to cover everything from the worlds of events, technology, business, marketing, social media, travel, hospitality and beyond. Check out the top stories from the week of June 3-7.
How New York Is Bringing the First WorldPride Celebration to the United States
New York is home to one of the largest Pride celebrations in the world, drawing an average of two million people annually. This year, celebrations throughout the month of June will only be magnified as the city hosts WorldPride. 2019 marks the first time a U.S. city has hosted the international event—previous host cities have included Madrid, Toronto, and London. The event also is being held in conjunction with N.Y.C. Pride’s commemoration of the 50th anniversary of the Stonewall riots. Organizers of New York’s annual Pride March and other official events now have an even bigger undertaking, with the addition of an international celebration slated to draw more than four million people and a tribute to the historic moment that served as a catalyst to the gay rights movement. Chris Frederick, executive director of N.Y.C. Pride, spoke with BizBash about what has gone into planning the first World Pride in the U.S., what was learned from changing the Pride March route last year, how the organization plans to commemorate the Stonewall uprising, and more. Read more.
Do Celeb Speakers Really Improve Events?
Conferences and conventions often turn to big-name speakers to drive turnout and set the tone for the event overall. While costly, some see the boost in publicity from announcing a celebrity speaking spot as a major boost to the financial prospects of their event. Others contend that rising costs and the difficulty of integrating a random celebrity into an event’s structure as not just a waste of money, but a waste of effort for planners. When top speakers are commanding six- or, in some cases, seven-figure speaking fees, the pressure is on for planners to deliver a packed and enthralled audience. Having a big name, though, doesn’t always translate to an engaging speaker. Read more.
8 Controversial Marketing Campaigns That Paid Off
Controversy in marketing can be an effective way of getting noticed, which is why some brands purposely look for ways to create a splash. They recognize that if you want to stand out, you can’t always play it safe. Offbeat, controversial and edgy campaigns create an experience that others will want to share. However, riding the wave of controversy isn’t without peril. You want to create the right kind of buzz -- the kind that gets people excited about your brand. You have to know when it’s worth taking a risk and deeply understand what “clicks” with your audience. And, of course, timing is everything. If you can nail it, a controversial campaign can propel your brand faster than nearly anything else. Read more.
Snapchat Advertising: How to Capture the Attention of a Young Audience
What started off seven years ago as a witty idea between Snapchat’s founder Evan Spingel and his friends at Stanford, materialized into one of the most successful platforms for addressing younger audiences. Having a database of 190 million daily users, Snapchat is successfully reaching 90% of all 19-24 year-olds and 75% of all 25-34 year-olds in the USA. With only one year since the launch of Snap Ads, the platform currently offers six ad formats, depending on the selected goal, such as brand awareness, app installs, website conversions and many more. While make-up and skincare companies have the wider share in Snapchat ads right now, it is still new in the market and not so ubiquitously used by advertisers. Read more.
Exhibitions Day Spotlights Value of Trade Shows
Leaders in the exhibitions industry visited Washington, D.C., yesterday to lobby for several major policy points that affect trade shows throughout the country as part of the annual Exhibitions Day. A number of exhibition professionals held face-to-face meetings with members of Congress to invest in infrastructure, protect Brand USA and take other steps to encourage travel to the U.S. First organized in 2014 by the industry organization Exhibitions Mean Business, the event aims to spotlight the economic benefits trade shows bring to both local economies and the country as a whole. Indeed, it it estimated that exhibitions contributed some $97 billion to the U.S. GDP in 2018 alone, according to just-released research from the Center for Exhibition Industry Research. Read more.