How can organisers of corporate events make themselves indispensable?

Planners of corporate events always need to be up-to-date. Planning and implementing, and hence the job of an organiser, are constantly changing. Xing Events provides a solution, enabling planners to hone their skills.

Photo: Myriam van Alphen-Schrade
Photo: Myriam van Alphen-Schrade

Myriam van Alphen-Schrade
Senior PR & Communication Manager
Xing Events

D for digital interfaces 
Event technologies offer deeper insight into participant behaviour. By collecting and evaluating select data about your events and guests, you can tap enormous potential: This gives you the opportunity to customise events and tailor them to your target group. Digital interfaces and add-ons offer participants greater added value - including event apps, surveys, flexible admission solutions and automated e-mail campaigns. This is why planners of corporate events need constant further training in order to remain relevant and up-to-date. A superficial interaction with these technologies will simply not be enough in future. The Xing Events Trend Report shows what the event of the future could look like. You can download the report from the Internet on

The Xing Events Trend Report tells us what the event of the future could look like. (Photo: Xing Events)
The Xing Events Trend Report tells us what the event
of the future could look like. (Photo: Xing Events)

C for connections.
Small talk, networking and especially connections are definitely part of an organiser’s repertoire. It is very important to build and cultivate your own network: both with participants and partners as well as with sponsors. In the event industry, there are times when you might have to find a different speaker at short notice or a new light and sound technician – so having the right connections will make life a lot easier.

T for tracking pixels
By integrating so-called tracking pixels into individual websites or an e-mail, you can find out more about the behaviour of prospects and ticket buyers. Tracking pixels enable you to evaluate statistics for event marketing. They reveal from which websites, social media platforms or other sources ticket buyers have reached your page. You can also see how long an interested party stays on a particular website - and how often the PDF brochure of the latest product presented at a customer event has already been downloaded. The “invisible” counter pixel can be integrated in the content management system or directly implemented in the source code of an e-mail or website. Tracking pixels can therefore be used to analyse user behaviour of a website and optimise the ticket shop accordingly.

H for hybrid events
Digitisation enables new event formats, which are shifting increasingly to the web - with a combination of offline and online event content. Hybrid events thus already enable you to interact with participants before the event. And they will also allow you to make information, materials, goodie bags and reviews digitally retrievable in future. In addition, hybrid events reach people, who would normally not be able to take part in the physical event due to their remote location, for example.

This article was published in TFI issue 1/2019


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