Celebrate

Tips & Trends

We’ve all seen Instagram stations at events go beautifully—and we’ve all seen the lackluster feel of a lonely, not-quite-right activation. One of them can be a powerful marketing tool for our host organization … and the other can lend a note of neglect to an otherwise stellar meeting.
With help from Laura Troy, Marriott International’s creative director for the United States and Canada, here are three keys to making sure your activations emanate the energy you want.
<h3>Know What You Want People to Do</h3>
Before you design an activation, think about what your goal is. Do you want people to gather and mingle? Do you want them to post on social media? Do you want them to be engaging in a specific activity, such as a game? Being clear about your intent will help you strike the right tone.
It’s fine to have posting on social media as your goal, but Troy warns against prioritizing that over actually being social. “Some of these Instagrammable moments really help bring the vibe of the event, because you’re becoming closer with your colleagues,” she says. “But if you walk into a space and people don’t really look like they’re having fun, they may not stay—and at the end of the day, events are about sharing space and vibing with each other.”
Once you know your goal, make sure attendees are clear about what the space is intended for. “If there’s a great visual scene but people walk up and don’t really know what to do, you’ve lost something along the way,” Troy says. “Obviously <a target="_blank" href="https://www.marriottbonvoyevents.com/news-and-highlights/article/422/perfect-the-art-of-the-hashtag">a hashtag can help</a>, and some people are continuing to do that, but we want it to be self-explanatory. Make sure it’s really clear what you want people to do so you don’t have five or six things happening at once.”
You also want participants to feel comfortable. Food and drink help with this, as do props. “We tend to be a little nervous in social situations, so having something tangible really helps us feel more at ease—sometimes you’re standing there and just don’t know what to do with your hands,” Troy says.
<h3>Know What You Want People to Feel</h3>
“Think of a really good wedding,” Troy says. “You don’t remember the decor for the most part, but you remember how you felt. So these activations all come down to feeling. What do you want your attendees to leave this conference feeling?”
She points to two recent events that tapped into emotion particularly well. One had a Parisian garden party theme, with food stations that encouraged circulating, all with a sophisticated yet relaxed vibe that suited the event’s goals.
Another event took a more plastic turn—a Barbie-themed activation featuring varying shades of pink and a vintage car. Troy nods to the enduring popularity of both the toy and the 2023 movie in making the activation memorable, but she also highlights a lesson that planners can take from Barbie’s success: People love nostalgia.
“There’s something about nostalgia that makes people really feel,” she says. “What kinds of things can you not just invent but reinvent for your attendees? Introducing new things is great, but don’t forget about taking things from the past and putting a new twist on it.”
Both of these events featured palettes that set the right tone, whether that was vibrant pink or Louvre-ready pastels. And each had a calibrated volume level that encouraged people to connect energetically without drowning out conversation.

<h3>Know When It’s Too Much</h3>
The Parisian garden party activation had another plus going for it: the appearance of effortlessness.
“You want it to be fun, and that takes a lot of organization, but you don’t want it to appear overly organized,” Troy says. “Effortless chic gives the event a feeling of spontaneity. Think of that French-girl style, that no-makeup makeup look—that probably takes a lot of time to put together, but the effect doesn’t look staged.”
Abundance has its place in Instagrammable moments, of course. But if an activation looks too precious, overly styled, or hyperorganized, it loses its charm. Think coordinated, not matchy-matchy; striking, not overwhelming. Take uplighting: It can lead to a stunning effect, but if it comes at the cost of making an activation look like a movie set instead of a place to hang out, it can backfire.
One place Troy recommends going big, though, is in themed events. “If you’re going to do a theme, you’ve got to nail it,” she says. “Have all the pieces really go together. An easy way to help that along is with food and drink—it sounds cliche to have a drink of the day, but the fact is, it works, and that’s what people remember.”
Fostering the right dose of Instagrammable moments isn’t always about giving attendees more. As the saying goes, sometimes less is more. “It could be fun, it could be quirky, it could be trendy, colorful—but it doesn’t have to be over the top,” Troy says. “Always leave them wanting more.”

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Network

Chances are, you’re on LinkedIn, but if you’re defining being “on LinkedIn” as posting a variant of your résumé and occasionally seeing what your contacts are up to, you’re missing out on a powerful tool for finding your niche.
“Take a critical look at your profile and really do an assessment: What does this say about my world? What am I doing? What is this profile getting me now?” says Mary Abbajay, president of <a target="_blank" href="https://careerstonegroup.com/">Careerstone Group</a>, an organizational and leadership development consultancy and author of Managing Up: How to Move Up, Win at Work, and Succeed With Any Type of Boss.
From there, it’s time for the big question: Where am I trying to go from here? Once you’ve identified your goalpost, Abbajay says, it’s time to use LinkedIn to help you get there. Here are three steps that will bring you closer to where you want to be.

<h3>Nail Your Profile</h3>
If you already have a LinkedIn profile, give it an honest assessment. Does it communicate where you’re trying to go? Seeking an outside opinion can help, whether that’s a professional who specializes in career branding or asking media-savvy friends to tell you what’s working and what isn’t.
Your profile should be uniquely yours—nobody else has your career, after all—but don’t be afraid to borrow from the people who are doing LinkedIn right. “There’s no need to reinvent the wheel,” Abbajay says. “There are people who are really good at this, so you can use some of their strategies for yourself. How are they posting? What does their banner look like? What’s on their profile?”
As for how your profile actually looks—be sure to include a photo. It makes you look more professional, Abbajay says, and it also affects how your profile is read by the LinkedIn algorithm—meaning you won’t come up in searches as readily if you’re opting for the default gray circle instead of a custom photo.
“Your photo doesn’t have to be done by a professional, but you have to look professional,” Abbajay says. “You’re not going to want a picture of you with your cat.” She also recommends using a customized banner for the background image that shows up behind your profile photo.
Other things to include: a clear-cut title (“Don’t make people guess what you do,” Abbajay says), your contact info, and a descriptive bio.
One last pro tip: Go to your settings, then navigate to “Visibility.” Under “Visibility of your LinkedIn activity,” turn off “Share profile updates with your network.” That way, you can tinker with your profile without blasting your entire professional network every time you try out a new banner photo.
“Your profile is your calling card—it’s almost like a mini personal website for you,” Abbajay says. So treat it like one.

<h3>Find Your Audience</h3>
Remember Abbajay’s advice about figuring out where you’re trying to go? This step is where that becomes must-have intel.
“Who do you want to engage with on LinkedIn?” she says. “Who is it that you’re trying to attract? Really figure out your ‘why,’ and you’ll figure out who to connect with.”
Once you know the type of audience you’re hoping to tap into, get hashtag-savvy. Searching for hashtags that speak to the niche you hope to fill will bring you to people who are already talking about related topics; following them will curate your feed so that you continue to find more people who are working toward goals that are related to yours. (Follow them, too!)
From there, you can reverse-engineer that search to identify hashtags that are the most popular in your field and desired niche, then include those in your posts to help your audience find you.

<h3>Cultivate Your Community</h3>
“You don’t want to be that person who’s only talking about themselves,” Abbajay says. At the same time, some people—particularly women—have a hard time broadcasting their accomplishments for fear of seeming like a braggart.
To find the right balance, Abbajay recommends following the rule of thirds when posting content: One-third of your content should be promoting yourself, one-third should be promoting others, and the other third should be sharing interesting content about your field.
The sharing principle goes for your intake strategy, too. When you read posts from others, don’t just hit “like”; engage with what they’re saying. You can also find ways to bring in that rule of thirds in your commenting strategy—if someone posts about a professional quandary, you can respond with your own experience or endorse someone else in your field to spread the appreciation.
LinkedIn isn’t called YouIn, after all—it’s all about linking with others. Remembering that will help keep you on a rewarding path and lead to more opportunities for connection at your in-person meetings and events.

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Promote

You know what hashtags are, and you’ve used them before, but have you thought of them as a value-add to your events?
Abbey Hudetz, founder of social media, branding and web design agency <a target="_blank" href="https://www.oystercreativeco.com/">Oyster Creative</a>, knows to do exactly that. Prior to launching her company, Hudetz worked in hospitality, so she gets events. “If you want conversations online happening about your business, you should be using hashtags,” she says. Hashtags serve as a repository for collecting and accessing all content related to your event—before, during, and after. “User-generated content is gold,” Hudetz says. “It’s like the owned media of the internet.”
But striking gold isn’t as easy as just coming up with a clever tag—in fact, Hudetz says simpler is often better. Read on for some more of her top tips about hashtags.
 
<h3>Think of Hashtags As Keywords</h3>
Hashtags can be seen as synonymous with keywords, Hudetz says. If someone is searching for your event online, what terms are they using?
“Make your event hashtag simple, make it the name of the event, make it the year if it’s an annual event, make it the location,” she says. “The less complicated, the better. Because it’s searchable.”
While using keywords in your event’s hashtag will enable people to find it more readily, before you settle on the tag, check to see if it’s being used elsewhere for something unrelated. If it is, go back to the drawing board.
 
<h3>Contemplate Your Hashtag’s Purpose</h3>
The hashtag is a tool for you to promote your event, incentivize participation, and collect content, so you really want to own it. Hudetz recommends avoiding frequently used words, such as “expo,” because they dilute the impact of your hashtag, making it harder to own. She suggests asking yourself: “What terms can help me monopolize this space?”
You may think that a catchy phrase or pun is the answer, but Hudetz—who admits she too loves a good pun—warns that this may alienate part of your audience. In other words, not everyone may understand the pun.
“You have to think about your end goal with this hashtag, which is that you want people to post it, and have a conversation around it,” Hudetz says. “You want them to be talking about your event online. Think of it like, ‘What would make this hashtag successful?’ and then ask yourself if the pun is serving that.”
 
<h3>Engage With Your Hashtag</h3>
Start by thinking about what hashtag would make you interact with a post, Hudetz says. “I’ll post a story with a hashtag if it means I get a free coffee.” Doing so will help you generate creative ways to incentivize your audience to participate, from giveaways to submitting speaker questions. For example, using a hashtag as the channel for attendees to ask speakers or panelists questions might encourage someone who’s post-shy to use your hashtag.
Planners should also engage with the responses to their hashtag. “Be sure you’re commenting, liking …making your audience feel like it’s part of a community,” Hudetz says.
Part of building this community means engaging with your partners online too. When you start hiring your vendors, introduce them to your hashtag immediately, and lean on them to cross-promote your event. Hudetz suggests hyping each other up online. “Think of [your partners] as your built-in cheerleading squad,” she says. “You all want each other to succeed.”

People want to see what you’re capable of. They also want to see what your event looks like, and its hype, in its fullest form.

<h3>Return to Your Hashtag Post-Event</h3>
Hashtags are not only a great promotional tool, they’re also a treasure trove of user-generated content that planners can revisit to curate articles, social posts, photo galleries, reels from Instagram story highlights, and more.
“Repurposing content from your events is a rich opportunity,” Hudetz says. “Of course you will have photos from your photographer and vendors, but the event photography from the POV of an attendee is so important because social media is, at its heart, about sharing stories.”
And, after your event is over, don’t forget to tap into your hashtag for some self-promotion. Hudetz suggests repurposing content generated via your hashtag to use on your brand page. Collect assets that used your hashtag—say, a collection of speaker questions, or a roundup of tweets or Instagram posts—and use them to create a gallery of posts that show your chops.
“In event planning, galleries are everything. It’s how you sell your services,” Hudetz says. “People want to see what you’re capable of. They also want to see what your event looks like, and its hype in its fullest form.”

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Educate

Gen Z is entering the workforce in droves — they now outnumber baby boomers in the workplace — and they’re bringing new expectations with them. This digital-native generation, born between 1997 and 2012, wants seamless technology, work-life balance, careers that provide a sense of purpose, and attention to diversity.
Though more than 17.5 million Gen Zers are now working full time —and likely planning to attend their first professional meeting or career development conference in the coming year—only 1 in 4 event planners are leaning into the innovation that this generation expects, <a target="_blank" href="https://www.freeman.com/resources/freeman-trends-report-q4-2024/">according to a Freeman trends report</a>.&nbsp;
Read on for four ways you can engage Gen Z professionals with thoughtful touches tailored to their needs and preferences.

<h2>1. Prioritize Digital Communication</h2>
As the first generation of digital natives, Gen Zers have grown up with phones, computers, and smart devices at their fingertips. Their tech-friendly upbringing heavily influences their professional expectations, too.
“Gen Z isn’t just comfortable with technology—they expect it,” says Madeline Miller, a Gen Z career and leadership coach. “They want constant communication and seamless transitions between their physical and digital lives.”
What to try: Communicate about your event early and often, including on social media, so attendees know exactly what to expect before they even get there. Make event hashtags easily accessible so guests can share their experiences with their networks. And consider creating an app that enables eventgoers to easily access schedules, connect with peers, register for workshops, and share feedback in real time.

<h2>2. Include Purpose-Driven Touches</h2>
Gen Zers want to find meaning in the work they do, and they expect the same from the brands and companies with which they affiliate. “They need to feel they are turning up to do something purposeful each day,” Miller says, “and they want their values to align with their work.”
What to try: Focus on sustainability. Print event communications on recycled paper—or, better yet, go completely paperless. Partner with a meeting and events provider that <a target="_blank" href="https://marriottbonvoyevents.com/#sustainability">prioritizes eco-friendly initiatives</a> and offers opportunities to offset carbon emissions from your event. “At the end of the day, they can feel good knowing the meeting they’re attending pays close attention to social responsibility and takes those things seriously,” Miller says.

<h2>3. Emphasize Diversity</h2>
Miller says that Gen Z is highly conscious of diversity. “They want to see that there are accommodations for people of different abilities and backgrounds,” she says. That means, in addition to being inclusive of all genders and races, events should be considerate of attendees who live with disabilities, neurodivergent guests, and people with food and dietary restrictions.
What to try: Create a <a target="_blank" href="https://www.sensoryfriendly.net/how-to-create-a-sensory-friendly-event/">low-sensory zone</a> for neurodivergent guests or anyone who needs a break from the highly stimulating event environment. In a quiet space, offer comfortable seating, low lighting, and reduced noise. You can set up sensory activity zones so attendees can complete a puzzle, sculpt with clay, draw, or play with fidget toys as they unwind. Remind visitors that while everyone is welcome to use the space, it is not meant for loud conversations or phone calls.

<h2>4. Make Networking Approachable</h2>
Because they entered the workforce during or after the pandemic, many Gen Z professionals are unimpressed by 9-to-5 office work and dated networking expectations. “They find the traditional work structure very constraining,” Miller explains. “They are looking for work-life balance, and that applies to networking, too.”
What’s more, a large networking event can trigger anxiety, especially for first-time eventgoers and Gen Z attendees who may not have many peers with them. “If you’re at a cocktail party facing a big open room of strangers, it can feel like too much,” Miller says.
What to try: Offer thoughtful socialization opportunities. At larger events, try grouping guests by discipline, background, or interests so they have easy conversation topics with other guests. And to facilitate more intimate conversations, allow guests to book short one-on-one sessions with other guests, speakers, or industry experts during a coffee hour. “The barrier to entry is really low, and it can really make it less intimidating to walk up to a stranger and introduce yourself,” Miller says.

Discover more ways to offer meaningful experiences at your next event with our <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/704/designing-for-engagement">Designing for Engagement Toolkit</a>.&nbsp;

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