< PreviousUsing influencer marketing to promote events doesn’t necessarily have to involve celebrities. While it is a smart tactic, it can be out of reach for most event planners. Instead, they, along with event destinations, have found another valid approach. Just last month, Tourism New Zealand launched a new Delegate Marketing Hub to help planners promote their events in the destination. The hub is designed to entice delegates to share their travel plans with images, videos and event technology — Gleanin, InGo and Snöball, Feathr and Hyperise, which are platforms that create customized mar- keting materials at scale on their social media platforms. The results can be very impressive, ensuring the success of an event. In her 20-year career, Jennifer Dolnik, owner and presi- dent, event operations at Techne Events, has seen extensive evolution from where clients and peers are getting their information and recommendations. “We have seen influencer marketing grow, particularly in the last five years, as a trusted way to get information and real-time reviews on hotels, venues and destinations. Many clients are now referring to things they have seen on social media that include creative, destination ideas,” Dolnik says. “These can sway a client in a positive — or negative — view by what they have seen. The social media sites that I’m see- ing being referred to more and more are TikTok and Insta- gram. It’s surprising the demographic that are on these dif- ferent platforms, too — it’s not just Boomers on Facebook.” Influencer Marketing BY MAURA KELLER Event Tactics That Boost Reach Photo by Christina BeDell / Courtesy of the Consumer Technology Association (CTA)® T oday’s corporate and incentive meeting and event attendees are drawn to gatherings that offer compelling topics, unique locales and niche experiences. They also are impacted by influencer marketing techniques whereby meeting and event planners collaborate with influencers — celebrities or those who have established credibility and a large following — to promote events to a target event attendee demographic. INDUSTRY INSIGHT 40 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comIn positive ways, influencer marketing is getting attend- ees engaged much earlier than Dolnik has seen in the past. In her experience, she is seeing less budget being spent on traditional marketing campaigns and more focused online using influencer marketing approach. “It’s become a more cost-effective marketing tool that sees immediate real-time analytics and reach,” says Dolnik, who also points to the benefits of bringing brand, sponsor and event awareness to a larger audience in a more engaging way. “They can also bring an entirely new group of people that may have never known about an event or conference,” Dolnik says. “For many years, the standard route of marketing/promoting an event was a combination of print and word of mouth — which can only go so far. Now you have social platforms that are accessible to anyone worldwide and evoke emotion immediately.” During a number of corporate events that Dolnik has produced in the U.S. and Canada in the past, there has been a strategic approach in inviting media, content creators and influential people to attend. “This is a great way to further the reach before, during and after the event. Showing behind-the-scenes and the planning/set up piques interest for what’s to come, and when it’s over, helps continue the excitement,” Dolnik says. “The event itself is not the only exciting part. Leveraging it from different angles, before, during and after is what makes it feel different and more engaging. You can take an entirely new event and with the right influencer marketing strategy, put the event on the map. We have seen this happen time and time again.” As founder and managing director of Spark Social Agency, Kait Shiels has worked with some of North Ameri- ca’s biggest brands and is an experienced advisor in the area of influencer marketing for events, including such high- profile events as Mobile World Congress and the Oscars. Shiels says the first thing meeting and event planners need to understand is that influencers can range dramati- cally in scope and scale — from thought leaders with mil- lions of followers on professional networks like LinkedIn, who shape industry trends and insights, to niche experts on YouTube or Twitch, providing in-depth content on every- thing from technology to education and beyond. “Corpora- tions can leverage a powerful combination of talent to utilize the power of influencer marketing when it comes to super- charging events. Broadly, influencer marketing is becoming an increasingly pivotal element in the planning and execution of corporate meetings and events; its role in extending reach, building trust, engaging targeted audiences and creating com- pelling content is invaluable in a world that is largely driven by digital and social media,” Shiels says. In Shiels’ opinion, there are so many benefits to utilizing influencer marketing for an event, but some of the key ways include enhanced event visibility and reach, targeted audi- ence engagement and content creation. As she explains, influencers can dramatically extend the reach of corporate events by promoting them to their engaged following, and these endorsements can attract a wider audience. “Influencers often have global reach, which can really boost registra- tions and participation and they also allow events to target their marketing efforts more effectively,” Shiels says. “By collabo- rating with influencers whose follower demo- graphics align closely with the event’s target audience, event plan- ners can ensure their promotions reach the right people.” Influencers also are content cre- ation experts. Shiels points out that by involving them in corporate events, companies can ben- efit from another avenue of unique, high-quality content that can share key messages and discussions. “When it is promotional materials, live coverage or post- event summaries that resonate with both the influencer’s and business’s audience, working with influencers keeps the event in the spotlight for longer and extends its lifecycle on chosen platforms,” Shiels says. From a financial perspective, the draw of influencers can open up new sponsorship and partnership avenues for corporate events. Brands looking to capitalize on the influencer’s reach and credibility might sponsor events or segments within an event, leading to more innovative and integrated experiences that benefit attendees, sponsors and organizers alike. So what corporate event that used influencer market- ing stands out for Shiels in terms of effectiveness and suc- cess? Over the last five years, CES, the world-renowned consumer electronics and technological innovation show- case, has gained global awareness through strategic influ- encer marketing. “By engaging with influencers across various platforms — from tech bloggers on YouTube, to CES, the world-renowned consumer electronics and technological innovation showcase, has gained global awareness through strategic influencer marketing. Influencers often have global reach, which can really boost registrations and participation and they also allow events to target their marketing efforts more effectively. KAIT SHIELS Founder and Managing Director, Spark Social Agency TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 41industry leaders on LinkedIn and micro-bloggers — CES has expanded its impact. Armed with highly engaged and diverse followings, these influencers provide authentic, real-time insights into the latest tech trends and product launches featured at the event,” Shiels says. “Their content amplifies the event’s visibility and enriches the audiences’ experiences, offering perspectives that bridge the gap between technology enthusiasts and the general public.” Toni Ferrara, influencer events strategist and founder of Ferrara Media, specializes in influencer and VIP outreach for events. She says that in today’s dynamic market, influ- encer presence is as crucial as venue and decor. “In today’s corporate world, influencer marketing is truly reshaping the landscape of meetings and events. It’s no longer just about traditional marketing; influencers are the secret ingredient for boosting attendance and generat- ing excitement,” Ferrara says. “Especially when targeting Millennial, Gen Z or Gen Alpha audiences, influencers bring that essential ‘cool factor’ to any brand.” Ferrara always advises her meeting planning clients to allocate a budget for influencers and VIPs, as their impact on events is undeniable. By partnering with influencers who authentically con- nect with their audience, companies can expand their reach and attract a more diverse and engaged crowd. Fer- rara says these influencers leverage their social media platforms to build anticipation and excitement leading up to their events, creating a buzz that’s hard to ignore. Influencers also have an amazing ability to shape per- ceptions and build brand loyalty. When a meeting planner teams up with influencers who vibe with an event’s val- ues, Ferrara says it’s like magic — they create a buzz that attracts new attendees and keeps the existing crowd super excited for what’s new and innovative. “By leveraging influencer marketing, you can tap into new, unique and aligned audiences. With traditional meth- ods not hitting the mark like they used to, influencer mar- keting opens up doors to fresh leads and potential attend- ees,” Ferrara says. Influencer Marketing Know-How When considering an influencer marketing approach, especially for event planners looking to make the most of their resources, Shiels says there are a few key things to remember. Most importantly, define your goals clearly. Before launching an influencer marketing campaign, know what you want to achieve. Is it brand awareness, ticket sales or engaging a specific target audience? “Having clear goals will guide your strategy and help you measure success,” Shiels says. “It is also really important to understand who you’re trying to reach with your event, as this knowledge will help you select influencers whose fol- lowers align with your target audience, ensuring that your messaging resonates and reaches the right people.” It is also important to choose the right influencers and look beyond follower count. As Shiels explains, the most effective influencers for your event will have a genuine con- nection with their audience and a track record of engaging content related to the industry. “Consider their reach, relevance and audience. Within this, event planners should leverage a mix of influencer types, rather than just focusing on mega-influencers,” Shiels says. “Combining micro, macro and nano-influ- encers can diversify reach and impact, tapping into various audience segments with different levels of trust and engagement.” Dolnik adds that it’s important for meeting planners to spend time on social media platforms and find individuals that would suit the corporation’s brand, that stand for the same values. Follow a few individuals you feel would best entice and excite your audience, and reach out directly for a conversation to see how they engage. “Recent studies show that people trust influencers more than traditional advertising. The same goes for how some- one chooses to try a new product or looks for reviews on something they want to purchase,” Dolnik says. “Influencer marketing is a new way of having available the latest con- tent, and its approach is built on relationships which feels more personalized.” This could also relate to gifting, giveaways and incen- tives for attendees. Dolnik also advises that planners do the research. Does Courtesy of Toni Ferrara Having influencer Shay Mitchell, who has more than 36 million followers on Instagram alone, sit in front their brand name was a huge win for the sponsor Vans at a Create & Cultivate conference. 42 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.coman influencer have a strong following and engagement within their community? Do they align with the company’s message and brand? Think about the current attendee and the future attendees. You would want to make sure that you are thinking about the future; this strategic approach is important to consider. “Don’t be afraid to spend budget on a good influencer campaign. A misconception would be that it’s too much of a financial investment,” Dolnik says. “While true in some cases, it’s good to remember that these individuals have worked hard to curate relationships and gain a trusted following. That did not go without hard work. Be clear about your goals from the beginning and invest in people’s worth. This in turn is a win-win for all parties and makes everyone feel valued.” It’s also important to partner with the right influencer and ask questions such as where the source is coming from, their target audi- ences, following and impact they have. Don’t be afraid to ask for their insights and analytics, too. As Dol- nik stresses, make sure you’re look- ing closely at their numbers. “It’s no longer just about the number of followers, it’s about how deeply their community is engaged with their content,” she says. “You’d be better off having a niche, micro-influencer with a highly engaged community than someone with over-inflated numbers and low engagement. Plan ahead for your strategy before embarking on this influencer approach.” Ferrara also suggests meeting planners ask, “Is there audience alignment?” Ensure that the influencers you choose align with the event’s target audience and brand values. Look for influencers whose followers match the desired demo- graphic and whose content resonates with the event’s theme or message. For example, Mazda always hosts an event with influencers and they make sure their demographic and target audience of a mix of singles and parents are included. “I also would suggest developing a comprehensive engagement strategy that goes beyond one-off sponsored posts. Consider collaborating with influencers on pre-event promotions, live coverage during the event, and post-event content to maximize engagement and reach,” Ferrara says. Be very clear with deliverables. Another suggestion would be to ask to own their content to be white-listed for ads or boosted content post event. Also be sure to set clear goals for the influencer market- ing campaign and establish metrics to measure success. Track key performance indicators such as reach, engage- ment, website traffic and conversions to evaluate the effec- tiveness of your campaign and make data-driven decisions for future events. “A planner should also be able to give these details in a post event wrap up,” Ferrara says. And remember that one of the common pitfalls in influencer marketing is not allocating a sufficient budget. Influencers often anticipate a certain level of VIP treat- ment. That’s why Ferrara prioritizes accommodating influ- encers by providing Uber codes for local transportation and handling all travel arrangements, including hotel, lodging and meals, for out- of-state events. “Another frequent oversight is the lack of clarity on deliverables outlined in a written con- tract. It’s crucial to clearly define expectations to streamline communica- tion,” Ferrara says. “For instance, are we looking for one Instagram Story every week leading up to the event, followed by an Instagram reel recap, and a TikTok video afterward? Or perhaps it’s a collaborative Instagram post shared on both the corporate event and the influencer’s feed. Clarifying these details upfront ensures alignment and success for all parties involved.” The Future Role of Influencer Marketing Powerful influencer marketing strategy can engage audiences globally, making events more inclusive and accessible. And by using influencer marketing, corporate brands can combine in-person and digital experiences even further, creating cohesive experiences for all participants, regardless of their physical attendance. “Influencers, at their core, are familiar with engag- ing audiences in diverse ways, and this could introduce new interactive elements, gamification or storytelling techniques that make corporate events more dynamic and memorable,” Shiels says. Looking ahead, Ferrara says the future of corporate meetings and events will include expanding upon influ- encer marketing with artificial intelligence (AI). “The collaboration between influencers and AI holds immense promise for the future of influencer marketing. AI-driven tools are set to revolutionize how brands and influencers connect with audiences,” she says. “With AI’s ability to analyze vast data sets, brands can pinpoint the perfect influencers for their event campaigns with unprecedented accuracy. From predictive analytics to sentiment analysis, AI provides invaluable insights into audience preferences and behavior in real-time, enabling more targeted and personalized strategies.” C&IT It’s no longer just about traditional marketing; influencers are the secret ingredient for boosting attendance and generating excitement. TONI FERRARA Influencer Events Strategist and Founder of Ferrara Media TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 43As the millennial generation gains strength in numbers in the workforce, their needs and wants are shaping the meet- ings and event industry. According to a study from the Center for Exhibition Industry Research (CEIR), 61% of millennials ages 18-27 believe that exhibitions, conventions and annual meetings are more valuable today than they were two years ago. That’s the highest of any generation. According to Amanda Ma, CEO of Innovate Marketing Group, an event management agency, millennials are rede- fining the meetings industry in various ways, including the emphasis on experiential design, sustainability, diversity and technology integration. They prioritize authentic and meaningful interactions, driving planners to create events that foster connections and personal growth. One of the ways millennials have impacted the meetings and events industry relates to their value of experiences over material possessions, with a preference for unique, immersive and memorable experiences that go beyond tra- ditional formats. This has led to an emphasis on experien- tial and interactive elements, such as hands-on workshops, networking activities and themed events. “The demand for customization and flexibility has led to innovative approaches to content delivery and engagement,” Ma says. “Additionally, millennials’ social consciousness shapes event agendas and initiatives, reflecting a broader commitment to positive impact and social responsibility within the meetings industry.” M illennials make up 35% of the U.S. labor force, with 49.5 million workers, as of September 2023. This makes them the largest working generation. By 2025, millennials will represent 75% of the global workforce. Experiential Event Design BY MARLENE GOLDMAN How Millennials Are Redefining, Redesigning Events INDUSTRY INSIGHT Courtesy of Cvent At Cvent CONNECT, they customized the agenda in a way that helped millennials more easily choose events to best fit their needs, leading to increased engagement. 44 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comImmersive Engagement Carrie Davenport, lead meeting planner for Altria and CEO of www.ceocarrie.com, says millennials value col- laboration, networking and community building. They seek opportunities to connect with like-minded professionals, share ideas and build relationships. Meeting planners are incorporating more networking opportunities, collabora- tive activities and community-building initiatives, such as roundtable discussions, mentorship programs and social events, to facilitate meaningful interactions and connec- tions among attendees. Davenport, who also founded the Association for Women in Events in 2015, to help elevate women’s position and power in the meetings and events industry, is a millennial whose job is to create memorable engagement experi- ences between staff and top cus- tomers for her company. “The best thing about millen- nial event planners is that they truly understand the holistic engagement experience and want events to be not only about compelling content, but how attendees feel walking away afterwards,” she says. “I’ve watched events evolve from ROI being the financial bottom line to ROI being more qualitative. I’ve watched meetings evolve from talking heads in a large room with florescent lighting to engaging peer to peer experiences with health and wellness components. The industry today is not the industry that I started in 20 years ago and I’m thrilled with the meaningful evolution.” Crystal Zawilinski, sales director, meeting & incentive pro- grams for Fox World Travel, says to satisfy millennials’ prefer- ences, planners should deliver interactive and social experi- ences that encourage networking, collaboration and social- ization. “This can include live music performances, DJ sets, themed parties and interactive social media activations. These activities create opportunities for millennials to connect, share experiences and create social media-worthy moments.” Ma concurs that in recent years, meeting planners have had to incorporate various strategies to make events more engaging, interactive and fun for millennials. This includes utilizing technologies like event apps that allow attendees to participate in polls, Q&A sessions and networking opportuni- ties. Gamification elements, such as scavenger hunts or inter- active challenges during sessions, have also become popular. “Additionally, incorporating live entertainment, like interactive performances, or incorporating unconventional venues, such as rooftop bars or trendy co-working spaces, adds an element of excitement,” Ma says. “Planners have had to adapt by focusing on experiential design, curating unique activities and fostering a sense of community within the event space, incorporating photo moments at events, QR codes and more.” Davenport adds, “Millennials understand that in a world where information, entertainment and content is truly at our fingertips either through social media or streaming, we’ve had to learn how to engage in compelling ways. In the past several years, I’ve seen engagement going from a single source of entertainment to receptions with several styles of entertaining engagement and activations that suit several types of people.” She says the opportuni- ties for engagement are thoughtful and can apply to everyone, from intro- verts to extroverts. “It tends to be authen- tic and personalized,” she notes. “Millennials appreciate that not every- thing is a one-size-fits-all approach, and through surveys and data-driven analytics, they are adjusting to make sure they touch all their audience — not just a core demographic.” When it comes to trade shows, Davenport also sees more thought- ful engagement opportunities today. Some changes include more interactive experiences rather than a static setup. “I’ve long said that we need to take away the tradi- tional trade show booth, and in recent years, I’ve watched ‘booths’ evolve and make way for pure engagement experi- ences on the show floor. Lounges, activations, receptions and more are the ‘new’ trade show of the future, and mil- lennials have really led the way with their desire to connect on a whole new level,” she says. She also has watched the traditional programming of hours of back-to-back speakers morph into more networking ses- sions and other interactions, from escape rooms to 1:1 ‘speed dating.’ “Millennials want fast, quick content while getting the most ROI out of their spend so they are often engaging in the quickest yet most meaningful way possible,” Davenport says. “As a millennial, I’ve learned that time is precious and my attendees have a lot of choices, so my content needs to be com- pelling, bite-sized and valuable.” Along with more options for engagement, younger attend- ees crave more personalized event experiences, according to Rachel Andrews, head of global meetings & events for Cvent. She says event professionals have met this need by finding creative ways to help attendees choose their own adventure. I think the best thing about Millennial event planners is that they truly understand the holistic engagement experience and want events to be not only about compelling content, but how attendees feel walking away afterwards. CARRIE DAVENPORT Meeting Planner, Altria, CEO of www.ceocarrie.com TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 45“For instance, creating different event ‘tracks’ is an easy way to appeal to specific interests and specialties,” Andrews says. “At our annual Cvent CONNECT, we offer the abil- ity to filter our agenda based on nine different roles, such as event professional, marketer, travel manager, etc. We’ve also gotten great feedback for our curated ‘attendee guides’ — like for Higher Education or Life Sciences. The reality is millennials are very strategic in how and where they spend their time and money, so we want to make it easy for these attendees to get real, tangible value out of their experience.” Zawilinski emphasizes that meeting planners need to give millennials choices in their session offerings. She says that allowing a millennial to choose a custom agenda spe- cific to their needs is the easiest way to increase engagement with the meeting. “In addition, the delivery of your meeting sessions must be diverse enough to appeal to all learners and personal preferences. This can include traditional pre- sentations, panel discussions and hands-on peer-to-peer learning. All sessions should allow millennials to participate in meaningful interactions with their fellow attendees.” Meeting planners are catering to millennials by priori- tizing networking opportunities and curated experiences. Events now often feature designated networking zones, facilitated icebreaker activities, and themed meetups based on shared interests or industries, according to Ma. Planners also integrate elements like mentorship programs, volun- teer activities or charitable initiatives to provide attendees with opportunities for personal growth and social impact. Diversity and Inclusion Millennials value diversity, inclusion and representa- tion. They expect meetings and events to reflect these values by featuring diverse speakers, panelists and content that represent a variety of backgrounds, perspectives and experiences. Meeting planners are striving to create more diverse and inclusive programs that celebrate and respect the diversity of their attendees. “Diversity and inclusion initiatives are emphasized, with efforts to ensure representation among speakers, panelists and attendees,” Ma says. “Moreover, events may include sessions or workshops focused on social responsibility and activism to align with Millennials’ values and interests.” Planners also now prioritize sustainability by choosing eco-friendly venues, reducing waste through digital materials, and incorporating sustainable practices into event logistics, according to Ma. Millennials are also more conscious of neurodiverse learning styles and making sure to provide more diverse learning experiences for all types of people, Davenport says. She notes that CSR (corporate social responsibility) is hotter than ever, but along with offering that to attendees, she has also seen many millennial planners weaving it into their RFP and contracting strategy as well. “Gone are the days of standard contracts. Now, language where we are asking partners and venues to be socially responsible and environmentally sustainable is not the excep- tion; it is the norm,” Davenport says. “I think what I appreci- ate the most is the drive millennials have to make events and engagement more inclusive. They realize the power we have to touch hearts, minds and communities and they utilize that power for the betterment of society and the world.” Digital Natives Millennials are also digital natives who are accustomed to using technology in their daily lives. They expect meet- ings to incorporate the latest tech tools and platforms, such as mobile event apps, virtual and hybrid event platforms, live polling, and interactive presentation tools, which means meeting planners are adopting more tech-driven solutions to enhance engagement. Courtesy of Amanda Ma Tech savvy millennials, like these attendees at the TikTok Diverse Creators National Event Series Tour, enjoy engaging through elements like social media, video, photo opps, and virtual and augmented reality. 46 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comMillennials expect events to offer options for remote attendance, allowing them to join sessions or conferences from anywhere in the world, according to Zawilinski. “This technology enables broader participation, expands the reach of events and enhances accessibility.” She notes that mobile apps and event platforms have become a minimum requirement for most meetings. “Mil- lennials expect event organizers to provide dedicated apps or platforms that offer personalized agendas, session information, networking features, interac- tive maps and real-time updates. These technologies streamline event logistics, enhance engage- ment and provide attendees with instant access to event- related information.” Virtual reality (VR) and aug- mented reality (AR) technolo- gies are transforming the event landscape by providing immersive and interactive experiences. Mil- lennials appreciate events that incorporate VR and AR elements, such as virtual tours, interactive product demos or gamified expe- riences, Zawilinski says. These technologies offer a unique and engaging way to showcase prod- ucts, services and event content. Andrews adds that the wealth of tech tools not only increases event engagement but they generally make the experience more interactive and immersive. She offers tips to planners regarding integrating tech, including streamlin- ing the event experience. “Younger attendees are used to being able to order items online with the click of a button, and that preference extends far beyond grocery shopping or ordering a cab. They also want to be able to register for an event with a few clicks, have their agenda at their fingertips and be able to customize their experience to their taste,” Andrews says. “Event planners need to build their event websites and apps with these preferences in mind.” She also suggests planners can tap into the power of social media by giving millennials easy ways to share event highlights or curate their own unique content — for exam- ple, leveraging solutions like Snöball to amplify the event or Gather Voices to create fun, user-generated content at scale. Andrews adds, “I think there’s a compelling opportunity in leveraging AI to enable more authentic and personalized attendee-to-attendee connections based on specific roles, interests, regions, etc., which also helps planners build more authentic networking opportunities.” Both Ma and Davenport spotlight the emphasis on tech tools. “We love leveraging the various tech to enhance engagement with the attendees, especially when it’s virtual,” Ma says. Davenport utilizes tech in her meetings, such as Story Craft Labs. “They’ve created personas that help attendees understand their learning styles and choose their own adventure at conferences and choose their engagement style with other attendees — a truly revolutionary approach to conference learning.” Davenport also uses Popshap’s AI kiosks. Attendees can engage with realistic AI and get fast answers and experience way- finding engagements and 3D walls that are more sustain- able and reusable. Wellness and Life Balance Another aspect of the mil- lennial attendee, according to Zawilinski, is that they appre- ciate meetings that provide well- ness amenities and resources. This can include dedicated wellness lounges, relaxation areas, hydra- tion stations and access to fitness facilities. Meeting organizers are partnering with wellness provid- ers to offer services like chair mas- sages, wellness consultations or wellness-related giveaways. “Millennials prioritize holistic well-being, including physical, mental and emotional health,” Zawilinski, says. She adds that meeting planners can meet these needs by provid- ing healthy food options, active breaks and movement, well- ness amenities, mental well-being opportunities and work- life balance. “They appreciate breaks that incorporate physi- cal activities, such as stretching sessions, yoga or meditation breaks, walking meetings or even fitness classes.” Millennials value work-life balance and appreciate meetings that take this into account. They prefer meetings that respect their personal time and provide flexibility in scheduling. Meeting organizers are incorporating strate- gies like shorter meeting durations, flexible session formats and opportunities for remote participation to support work-life balance. “As an elder millennial, I think I’m most proud of the shift away from 9-5, always in the office working styles,” Davenport says. “I’ve seen millennials build, cultivate and sell their companies from their traveling office while build- ing the exact life they want to live. The notion of retiring at 65 and then allowing yourself to enjoy your life is slowly becoming a thing of the past. Millennials want to con- nect, engage and enjoy now — and I think that is allowing the event and human connection experience to be better than ever.” C&IT Millennials’ social consciousness shapes event agendas and initiatives, reflecting a broader commitment to positive impact and social responsibility within the meetings industry. AMANDA MA CEO, Innovate Marketing Group TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 47T hanks in large part to the pandemic, working from home — or working remotely, as it’s often called — has become commonplace across corporate America, and the meeting industry is no exception to that trend. Whether by choice or circumstance, many meeting planners who do their work at home find there are distinct advantages to the set-up. Flexibility is certainly one and, often, there’s even increased efficiency. In fact, remote workers are more engaged [32%] in their jobs and companies than office workers [28%], according to the Gallup State of the American Workplace report. This is important, the report notes, as “Engaged employees are often top performers who are committed to going the extra mile to achieve success.” Companies have a strong incentive to make sure that remote workers feel included. According to Gallup, “When remote employees don’t feel engaged with their work, the entire organization is likely to suffer, and vice versa. Having engaged employees has a positive impact on reten- tion, customer satisfaction, company reputation and even stakeholder value.” Still, while most remote planners prefer their set-up over being in a company’s office, they see several potential pitfalls to their work arrangement, like an extra need for community and the expectation of constant visibility, liter- ally and figuratively, that they work hard to manage. Flexible Nature For corporate meeting planner Kimberly Stanséll, an event management and strategy consultant, who has worked independently for 17 years, the flexibility of creat- ing one’s own schedule is a big selling point. “Any project or client relationship I enter into has to support my working lifestyle,” she states. A self-described morning person, Stanséll sticks to a 7:00 a.m. to 3 p.m. PST schedule when in the office, but leaves room for adjust- ments when needed. “I’ll go to a doctor’s appointment in the middle of the day or run errands when I have to, which breaks up the day, and I don’t always stay until 3 p.m.,” she says. “The other day I logged off at noon because I had something personal to do. I also have periods where I extend myself, like right now, I have a heavy workload. But I don’t work Remote Work BY RAYNA KATZ No Place Like Home INDUSTRY TRENDS 48 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comlike that all year. It’s for a few months, and then I like my summers lighter.” The flexibility afforded even to planners with a com- pany who work from home can be vital for juggling a job and family life, notes Kristen Hunter, VP of content & experience at Momentum Events, a fully remote firm. She worked for other planning firms in their offices for many years but a family change led her home. “Working from home was required when my kids were younger; it gave me a lot of hands-on time with my family.” It was important enough that, she says, “the alternative was to figure out a way to stay home and not work at all.” Even now that her children are school-aged, working from home is vital for Hunter. “I can pick my kids up from school if the nurse calls and says they’re sick, or I can take them to the dentist.” Planners sometimes need that flexibility, and downtime, after events. In the wake of running three back-to-back international programs, Jodi Adcock, event manager, HP, was especially grateful to head home. “It’s great to be able to come home from these long trips and not have to go back to the office,” she says. “If I don’t have meetings, why shouldn’t I be able to sleep in? You lose time flying and not sleeping because you’re running a pro- gram, so why shouldn’t you get that time back? It’s really good that [as a remote worker] you’re not expected to go back to the office the day after you get back because your body needs time to rest.” Sometimes that flexibility means working extended hours or at undesirable times, like late evenings and early mornings, in exchange for working at preferred times another day or month. “You trade off the flexibility for the demandingness.” DepositPhotos.com TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 49Next >