For her team , Monique said they needed to make the exhibition floor the “ heartbeat of the show ”, which included changing up the traditional exhibits grid system into a series of circles . As one visitor shared , “ Getting lost on the show floor brought us to some new people and discoveries .”
Multiple-sized stages featuring big industry speakers and other experiences were set up on the show floor . She shared : “ Our thought was that if we invest and put on a fabulous show in 2021 , we will create enough FOMO to last for the next few years – not that we won ’ t try to top ourselves in 2022 .”
For companies who didn ’ t want to exhibit , there were meeting rooms , hospitality suites and other sponsorship opportunities to get in front of buyers . Monique said : “ Money 20 / 20 USA brings in anyone and everyone in Fintech . Sponsors and exhibitors wanted engagement with buyers . One particularly successful area was the Connections Lounge , an area with 300 tables set aside for oneto-one meetings . Using Grip , we facilitated close to 7,000 meetings – a significant increase from 2018 ( 700 meetings ) and 2019 ( 4,000 meetings ).”
Meetings of the willing HLTH is not a large trade show , by design . In fact , they limit the size of stands . Many of their exhibitors are start-ups and use the platform to pitch their ideas and products to investors . The HLTH sales team worked with clients to find exhibitor and sponsor goals , and the event delivered them . ( The 2021 event had an NPS score of 48 !)
Rich explained : “ If a company wanted branding around the event – great ! If a company wanted meetings with new prospects and no exhibitor floor presence – we delivered it ! If a company wanted booth space – no problem ! If they wanted an activation or something else entirely , our attitude was : we can do that ! Let ’ s make this happen ! And they responded .”
Meetings with hosted buyers were sold in packages of five , with a limit of up to 50 meetings per company . The meets were arranged through an AI system with a double opt-in approach . Rich said when both parties were agreeable , it was a “ meeting of the willing ”. For visitors unable to be on site , digital meetings were arranged with sponsors / exhibitors who were on site . Over 3,000 meetings were held .
Money 20 / 20 USA does not have hosted buyers and charges a premium price for entry , beginning at USD $ 3,500 per qualified attendee . Both organisations knew keeping their attendees and exhibitors / sponsors engaged throughout the event would take a serious investment in food and beverages – and did not stint on it . Money 20 / 20 USA even flew chefs from the Venetian Expo to the RAI in Amsterdam ( where Money 20 / 20 Europe takes place ) to illuminate their high F & B expectations .
The success of both Money 20 / 20 and HLTH made their whole ecosystems feel respected , involved , and heard . The words “ surprise and delight ” came up more than once . Creating FOMO was key , as was keeping the experience fun and surprising . It was about having the right people and companies at each event – much easier said than done . It takes a certain amount of bravery within an organising company to blow up their current business model – but when done right – it can be successful , memorable , and last ( but certainly not least ), profitable .
PCMA 2022 – It ’ s about who was there
Community is defined as a feeling of fellowship with others , as a result of sharing common attitudes , interests , and goals . Some 2,500 people in the B2B meetings industry reunited live in Las Vegas , NV in the second week of January to partake in communal activities – learn , engage , network , be entertained and have fun – together .
Under a strict safety protocol – including providing proof of vaccinations and mask wearing while indoors , there was a huge buzz – an intangible energy in the air from the opening reception through the closing one . Smiles were obvious , even covered by masks , and genuine hugs ( and fist bumps ) shared between friends and colleagues who hadn ’ t seen each other in years was nice to behold .
What PCMA did so well this particular year was bring the community together – in person . The education rocked , as did the entertainment . Elements meant to surprise and delight were there . And , yes , crowds were smaller than in years past . Those who chose to attend virtually could . However , every single person who was there in person wanted to be there . Didn ’ t have to . Wanted to .
That ’ s the message we as an industry must continue to project out – consistently . It ’ s not about who isn ’ t at the next in person conference or expo – it ’ s about who is . Please help pass the message along .
www . exhibitionworld . co . uk Issue 1 2022 13