Event Ecosystem Strength

PART  1

Jason Young

Chief Executive Officer

Northstar Travel Group

Northstar Travel Group is a leading provider of information and experiences for the diverse travel industry, with digital, event and print formats that align with the objectives and needs of professionals in the travel industry space and the suppliers that target them.

In a recent MediaGrowth Excellorator interview, Jason shared some of Northstar’s thinking on creating high-return event experiences.  In this Perspectives (Part 1) we’ll highlight his thoughts on events in general.

Then, in the next Perspectives (Part 2) we’ll outline what he said about the interplay of events and digital.

•    There is incredible strength in the event ecosystem today.  Events have become a core part of how people meet with their customers, their colleagues in the industry, and, in some cases, their own team members.
•    Northstar, through organic growth and strategic acquisitions, has gone from events providing about 3% of overall revenue to slightly less than 50%. 
•    Northstar events are both small and very large, and include conference, hosted buyer, trade show, and exhibition formats.
•    Sponsorship and registration fees that seem high at first are actually considered cheap when the high-quality connections, information and experiences of a “best-in-class” event are demonstrated.
•    Both attendees and sponsors will pay if you put the right people in front of them.

•    Create ways to help participants connect with each other during events, paying attention to timing and venue design.  Everyone wants activations that make networking really easy.  
•    Consider what event outcomes will engender ongoing participant trust and loyalty.
•    “This has always worked before”, can be a dangerous supposition.  Long-established conferences should guard against complacency.  Disruption will continue.
•    Advocacy is perhaps the most important way to grow an event.  “Nothing is going to get me to try a new event more than the recommendation of a colleague that I trust”, says Jason.
•    Think carefully about how to give loyal attendees tools to easily share their experiences and take-aways with colleagues in their network and on social media.  Offer benefits for advocacy. 

•    Feedback from participants -- even the negative kind that you don’t like hearing -- is super important for knowing their needs and desires, and how effective you are at delivering them.  
•    Listening grows trust.
•    Print is still an important part of the mix at Northstar for segments of audiences that the company knows want to consume information that way.

The next MediaGrowth Perspectives will bullet point some of the ways Northstar is meshing digital and event strategies to create success for audience members, advertisers and Northstar Travel Group.

•    

•    

2023 © Simonsen Sales & Marketing, LLC.