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Flagship events—annual meetings, biannual expos, major conferences—have their place. But a new trend is emerging that amplifies the power of host organizations, and the power of community.
Meet “everyday events”: smaller, more frequent touchpoint meetings. These everyday events—which can be as short as a half-day in duration—are on a smaller scale than what many planners might be used to, and not just in attendance. They have smaller budgets, more focused goals, and more limited time for promotion. But just because they’re smaller doesn’t mean they carry less weight.

<h2>It’s Time for “Everyday Events” to Shine</h2>
Research from the sales event platform Splash shows that people need to interact with a brand nearly 30 times before actually making a purchase—a number that’s increased more than 60% in just two years.
Regardless of whether your event is sales-focused, this emerging phenomenon has a place in your meeting strategy. There’s more information available than ever before, so to drive loyalty—whether in sales, membership, or attention—purpose-driven frequency is key.
Touchpoint events also have the potential to address one of meeting planners’ 2023 pain points: availability. Finding availability for events was planners’ No. 2 challenge in <a target="_blank" href="https://globaldmcpartners.com/sites/default/files/media/files/GDPPulseSurvey2022Q4/2022_GDP%20Q4%20Pulse%20Survey%20Summary%20Report.pdf">a recent survey</a> by Global DMC Partners. It might seem counterintuitive that more events can help relieve this pressure, but because everyday events are shorter in duration, planners can take advantage of one-day slots at venues and in supplier schedules, which are easier to come by.
Finally, there’s the human factor. The tumult of the past few years has attendees reevaluating the big picture—and yearning for connection. Hosting smaller, more frequent events allows people to nurture that instinct. And if that instinct turns into a loyal attendee for flagship events? All the better.

<h2>Four Principles for Creating Successful Touchpoint Events</h2>
1. Lean into what makes an everyday event special. If you approach a touchpoint meeting as a miniature version of an annual conference, you’ll be overwhelmed and attendees won’t get what they need. Instead, remember your mission for these events.
Intimacy-building. Creating a pipeline of communication. Fostering connections that go beyond networking and into collaboration. Large meetings can achieve these goals, but everyday events are crafted specifically for them. Let that guide your attention and your resources.
2. Frequent meetings require frequent communication. Potential delegates can easily be overwhelmed with emails and text blasts about events, and overdoing it risks drowning out communications about larger, revenue-building events. That said, the nature of everyday events means that attendees who might be interested but can’t make the first few iterations might be able to attend later ones.
Social media can hit the right tone and frequency about touchpoint events without overwhelming attendees. <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/422/perfect-the-art-of-the-hashtag">Strategic hashtags</a> can help you subtly avoid confusion among followers about the difference between flagship events and these smaller ones. Also consider a unique branding for these events—an “unplugged” version (softer colors, less flashy typefaces) of your larger event communications can help get the point across.
3. Get experimental. Everyday events aren’t incubators for larger events. That said, their smaller scale allows you to try out new formats and new suppliers with less risk. You can even use everyday events as a pressure test for themes and topics for upcoming conferences and panels, inviting attendees at the smaller events to share their experiences with the “trial-size” version on your social channels to generate excitement for larger meetings. (Who doesn’t love feeling like an insider?)
The smaller format also lets you better connect with attendees to hear their feedback. Post-event surveys are always useful, but these smaller events are also a space for casual feedback, because you’ll have less going on during the event itself. Let attendees tell you what they want to see, what worked, and what didn’t—not just for potential use in upcoming larger events, but to inform your strategy for your next intimate gathering.
4. Choose your team wisely. Touchpoint events are a lighter lift for you and your team, but they still require a good deal of communication. This shows in what marketers report as the No. 1 problem with repeatable events, <a target="_blank" href="https://go.splashthat.com/rs/985-MUN-268/images/2023-events-outlook.pdf">according to Splash</a>: coordinating across departments.
Think of your team as a task force, with each member selected for a specialized skill. When assembling your task force, look for people who are adept at creating systems that can pseudo-automate the logistical planning that goes into these events, people who don’t need a lot of hand-holding, and people who might thrive on having a pet project. Everyday events are an opportunity for early-to-mid-career meeting planners who have enough experience to know what success looks like and how to get there, so keep an eye out for eager employees who are at that point in their careers.

Global

Are More Frequent Meetings the Answer to Planners’ 2023 Woes? Surprisingly, Yes.

Small Meetings, Big Impact: The Power of “Everyday Events”

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.”

Expert Advice on How To Put the Powerful Pound Symbol To Work During Your Next Event.

Perfect the Art of the #Hashtag

Roughly half of business travelers say they want local cultural experiences to be a part of their meeting experience, according to research from Mintel. To meet this demand, it’s easy enough for planners to throw some information about the destination into orientation materials—museum this, Restaurant Row that.
But to make these cultural experiences more meaningful, planners can look for ways to incorporate local experiences into their overall agenda. We’ve rounded up ideas from the experts, including North American destination marketing organizations and convention and visitors bureaus, along with Marriott Bonvoy properties.
<ul>
 <li>Start the relationship from Day 1. “During familiarization trips, we’ve coordinated event safety and security training with Tampa Police Department representatives hosted in their downtown command center,” says Adam DePiro, vice president of convention sales at Visit Tampa Bay. Planting seeds for programming ideas on familiarization trips can help you get ahead of the game.</li>
 <li>Let the destination lead your team-building activities. “We partner with Mardi Gras World, the local company that designs and produces all the big Mardi Gras floats, to incorporate Mardi Gras experiences for groups,” says Emily Liuzza, complex director of marketing at New Orleans Marriott, Sheraton New Orleans Hotel, and New Orleans Marriott Warehouse Arts District. “This can include hosting events in their den around all the big floats to groups renting floats and having their own Mardi Gras parade downtown. We can also close off streets, and groups can ‘second-line’ [parade] with a live jazz band leading the way to an off-site venue in the French Quarter or someplace within walking distance downtown.” Making a destination-specific activity part of your kickoff can root the entire event in both time and place.</li>
 <li>Contribute to the community. “Many native plants that have been added are varieties that once thrived in our region but have declined due to development and the introduction of foreign plants,” says Jaydene Kanekoa, senior marketing manager at Waikoloa Beach Marriott Resort &amp; Spa. “In 2022, our Activities and Culture team activated the Ho’okupu Initiative. In Hawaiian, Ho’okupu translates to an offering, a tribute, or to cause growth. This program is aimed toward planting endangered, endemic Hawaiian plants across our beachfront location while removing invasive species.” Getting attendees to jump into the community with a joint activity—in this example, weeding and planting to preserve natural habitats—builds team bonds and adds meaning to multiday events.</li>
</ul>

<ul>
 <li>Location-hop, topic-hop. “New Orleans is known for its cuisine,” Liuzza says. “Groups will frequently do dine-arounds one night at the various restaurants around the two hotels. Sometimes they will do a second line out of the hotel to start the dine-arounds.” Add variety to round-robin discussions by adding a change of location to each new topic of discussion: At the first location, attendees focus on breaking the ice. At the second, they focus on dissecting a shared problem that unites the attendees. At the third, they focus on finding solutions.</li>
 <li>Let the location anchor group goals. “We offer groups the opportunity to ‘adopt a native plant or tree,’” Kanekoa says. “Working with our experts, groups can purchase a native plant or tree from our local nursery, and we curate a special planting ceremony where attendees may witness or assist with planting the seedling on property. This is typically accompanied by an ‘oli [Hawaiian chant].” Planting native flora during a goal-setting session can add a sense of responsibility to goals. When attendees waver in their action plans toward goal achievement, they’ll have a place on terra firma to think about, anchoring goals that might otherwise seem abstract.</li>
 <li>Bring in local experts. Take a cue from your peers: When JW Marriott Tampa Water Street hosted the 2021 Meeting Professionals International Thought Leaders Summit, Tampa Bay itself played a critical role. “Aligned with MPI’s five critical conversation topics, Visit Tampa Bay identified and secured local subject matter experts,” DePiro says. In 2022, the Homegrown: Marriott Hawai’i &amp; French Polynesia’s Operations Conference brought in knowledgeable experts to participate in panel discussions, including farmers, distributors, and cultural practitioners.</li>
 <li>Follow the locals’ lead in collaboration. “Chef Jayson has been with the Waikoloa Beach Marriott Resort &amp; Spa for 37 years,” Kanekoa says. “His decades-long tenure at the resort reflects his commitment to his craft and strong bond with local growers.” Meetings are all about collaboration—asking a venue coordinator to share how collaboration played a critical behind-the-scenes role in the evolution of the event (say, by talking with the chef about their relationships with local growers) can drive that point home.</li>
 <li>Get local personalities involved. Aligning your meeting’s values with the values of local stars adds a punch to your event. For example, Tampa Bay is known for its inclusive mindset, as evidenced by the election of Mayor Jane Castor, the first openly gay mayor of Tampa—and a mayor who greets various conventioneers in person. Turning to local makers can serve a similar purpose: Portland, Oregon’s My People’s Market hosts the sale of goods of more than 100 diverse local entrepreneurs. “One service our organization can offer to planners meeting in Portland is the opportunity to create a mini My People’s Market as a part of the meetings and convention experience, offering the chance to engage directly with our creative community right on the conference room floor,” says Angela Nelson, vice president of equity, diversity, and inclusion at Travel Portland.</li>
</ul>

Your Destination Is More Than Just a Pretty Face. Here’s How to Use It to Improve the Attendee Experience.

Make the Most of Your Destination

Educate

Meeting planners since the dawn of time have had their eye on attracting the next generation of eventgoers: the people who, if planners can catch their attention now, will form their clients’ base now and in the future.
Generation Z is no exception. But what might make Gen Z a little different as far as today’s meeting planners go is their unique spot in the landscape of eventgoers.
They’re digital natives who launched their careers during a time of global upheaval. But those same traits—taking technology as a given, a sensitivity to the world around them—are shared by every single person at your events, to a degree. In other words, if you cater to Gen Z, you’re actually catering to all of your attendees.
Consider it a variant of the <a target="_blank" href="https://ssir.org/articles/entry/the_curb_cut_effect">“curb cut effect,”</a> or the idea that &nbsp;supporting one group supports everyone. When disability activists successfully advocated for wheelchair-accessible curb cuts (small ramps) throughout United States built environments, they learned that they had achieved a victory that went beyond their specific needs. Curb cuts allowed wheelchairs access to the streets—along with parents pushing strollers, travelers hauling wheeled luggage, workers pushing heavy carts, and skateboarders making use of the urban landscape. In fact, one study showed that 9 out of 10 “unencumbered pedestrians” use curb cuts.
A win for one specific demographic became a win for the community at large. In the same way, taking stock of the needs of Gen Z can help you create events that are more meaningful for everyone. Here are four ways to do just that.

<h2>Make Sure Your Meeting Has Community Impact</h2>
Generation Z came of age during the era of “cause marketing,” with brands promoting their value and community impact along with their wares. This has played a role in younger attendees’ expectations that events will do more than just benefit them—they want the events they pour resources into to support a mission.
Making your meetings <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/482/how-to-talk-with-vendors-about-your-sustainability-goals">environmentally sustainable</a>, <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/410/is-inclusion-part-of-your-organizing-principle">inclusive</a>, and culturally sensitive goes a long way with this group. Consider adding an explicit charitable aspect to your meetings too, whether that’s highlighting the economic impact your event has to the host organization (if it’s a nonprofit), creating opportunities for attendees to volunteer at the destination, or hosting extracurricular activities with a philanthropic bent.

<h2>Support Attendees’ Mental Health and Well-Being</h2>
Younger attendees began their careers during the pandemic—a time of peak attention to mental health and emotional wellness. The stresses they experienced as students and young adults show up in their <a target="_blank" href="https://www.mckinsey.com/industries/healthcare/our-insights/addressing-the-unprecedented-behavioral-health-challenges-facing-generation-z">levels of emotional distress</a>, and it takes flight in the form of their resilience, with self-care becoming a pillar of how young attendees make their way through the world.
To support this mission for all attendees, pay particular attention to how you’re constructing your meetings’ time and space. According to research firm Mintel, 38% of Generation Z reports prioritizing time for themselves, compared with just 27% of adults overall. Incorporating downtime into events can help attendees meet their self-care needs without missing out on programming and networking opportunities. Designating spaces as “quiet zones” or sensory rooms can provide eventgoers with a haven during “on” times as well.

<h2>Demonstrate Your Event’s Value</h2>
Generation Z is less willing to spend money on experiences for experiences’ sake than their predecessors, according to research from Mintel. Yet they’re eager to meet in person: The <a target="_blank" href="https://www.freeman.com/resources/freeman-trends-report-q1-2023/">Q1 2023 events report from Freeman</a> shows that 75% of younger attendees say in-person gatherings provide the most trustworthy information. 
 
To keep their trust, let them know what they’ll expect. Focus on the value they’ll get from investing time in your event, not just the “experience.” Knowing specifics about how they’ll be getting hands-on learning and a deeper connection to colleagues will help them—and all attendees—click “Register Now.”

<h2>Artfully Integrate Technology Into Every Part of Your Meeting</h2>
Digital natives value many of the same analog approaches of previous generations; they just see technology as being complementary to those approaches, not separate. It’s easy to see how that comes into play in remote and hybrid meetings. But keeping technology in an active support role in fully in-person meetings can amplify the reasons people gather in the first place.
What this means for meeting planners: Lean into technology for every aspect of your programming, without making it the focus. In-session live polling, interactive displays, tech-enabled accessibility options, LED volumes, <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/422/perfect-the-art-of-the-hashtag">skilled use of hashtags</a>—all of these ladder up to an attendee experience that’s amplified by, not dominated by, technology.

Want to Make Your Meetings More Valuable for All Your Attendees? Pay Attention to the Needs of Generation Z.

Win Over Gen Z, Win Over Everyone

Celebrate

Twenty-five years ago, Matthew Shepard was brutally murdered. The hate crime against the 21-year-old gay college student was a watershed moment for the next wave of LGBTQIA+ activism—and the roots of the Matthew Shepard Foundation, an outreach organization founded by Matthew’s parents, Judy and Dennis Shepard, to create change and combat hate in communities and individuals.
On October 14, 2023, the Foundation commemorates the 25th anniversary of Matthew’s death, while celebrating individuals who embody that spirit of change. The gala’s home: the Sheraton Denver Downtown Hotel. The gala’s mission: to commemorate Matthew while raising funds to continue the Foundation’s good works. And the Foundation’s key partner: Marriott.
“Marriott has maintained loyal and loving ties to the Matthew Shepard Foundation for several years,” says Cherilyn Williams, VP, purpose-driven marketing at Marriott International. Judy and Dennis are frequent special guests at Marriott events, commemorations, and Pride gatherings, and the Foundation is aligned with Marriott’s <a target="_blank" href="https://news.marriott.com/news/2018/09/25/marriott-international-launches-lovetravels-beyond-barriers-to-provide-500k-to-groups-and-individuals-advocating-for-inclusion-equality-peace-and-human-rights">#LoveTravels</a> platform.&nbsp;

“We want to highlight partnerships like those with Marriott who have consistently gone beyond simply having our backs financially, but who have supported our brand values, actually being there to support our programmatic efforts—not just writing a check,”

As planners continue to find ways to deepen their commitment to diversity, equity, and inclusion, consider finding philanthropic partners who can help bring your vision to life. With the right DEI-forward philanthropic partnership, your organization’s mission can find its footing—as can the communities you’re supporting. Read on to discover how Marriott and the Matthew Shepard Foundation cultivated a true partnership, and how you can borrow from their path.

<h2>The First Step to a Successful Philanthropic Partnership</h2>
Before you can assess potential partners, you need to set them—and yourself—up for success. That means doing what you already do: “Understand your audience,” Juniel says. Tap the skills you’ve cultivated in knowing your attendees, and communicate that clearly to potential partners.
In Juniel’s case, that meant understanding the difference between a Denver crowd and other crowds around the country—the timing of ticket sales, the dress code, the expected opening bids on paddle auctions. The more partners know about your attendees, the more they’ll be able to bring to the table.

<h2>Authenticity and Kindness Rule the Room</h2>
Juniel and Williams agree on the No. 1 quality needed for a philanthropic partnership to take flight: authenticity.
“The philanthropic partnership came from having an authentic relationship,” Juniel says. Williams echoes the sentiment: “When we lead with our long-standing values and express our support year after year, the bonds of trust and friendship blossom. What could make a partnership more successful?”
Look for a partner that can express what’s important about an event. A good partner will listen to what you’re saying about your event, but the right partner will already be ideologically aligned.
“We cherish these partnerships and often dedicate them to marginalized causes and ones that are most likely to benefit from our dedicated support. These are causes that also reflect the long-held values of our associates and our loyal guests,” Williams says. When evaluating potential partners, ask about their existing contributions and commitments to causes in sync with yours.
Also, look for kindness. “I don’t think we give enough credit to people, particularly in corporate America, who are kind,” Juniel says. When there’s kindness and authenticity, the rest falls into place. “I know that I’m going to be met with a friendly, patient, understanding willingness to partner—they want our event and our organization to be successful,” she says of Marriott.

<h2>Look for a Willingness to Go Beyond Financial Contributions</h2>
Philanthropy can look like a big—and much-needed—novelty check. But a philanthropic partnership is more than that.
“We want our partners to represent the same values and philosophies that we do as an organization,” Juniel says.
On Marriott’s end, the partnership matches its own values, aligning with <a target="_blank" href="https://serve360.marriott.com/sustainable-goals/">its Serve 360 ethos</a>: “to do good in every direction.” In action, that means that partners should bring their full capabilities to the table, combining their passion for action with their skill and expertise.
For the MSF gala, that meant an immediate understanding of the needs of the community and implementing them in the event space. Gender-neutral bathrooms for an LGBTQIA+ event was a no-brainer, but other elements designed for this event required more foresight.
As an example, Marriott proposed a vegetarian-friendly menu for the event. The gala wasn’t for vegetarians; it was for members of the LGBTQIA+ community. But Marriott’s nuanced understanding of the preferences of the community led them to correctly infer that a high percentage of attendees abstain from meat.
That said, Marriott followed a basic rule: “Avoid making too many assumptions,” Williams says. “When asking good questions, care and sensitivity are always welcome.” Finding small ways to make guests feel welcome, then communicating those ideas to you, demonstrates good-faith partnership.

<h2>A True Partner Is Proactive</h2>
Another sign that MSF had found a reliable partner in Marriott: Communication was never a one-way street.
“We’re not always reaching out to them,” Juniel says of MSF’s relationship with Marriott. “Very often, they’re reaching out to us with proposals for things they want to do.” That’s how <a target="_blank" href="https://www.marriottloveletters.com/">Marriott Love Letters</a>, which encourages patrons to send positive messages to LGBTQIA+ youth through its online portal, came to be. For every message sent, Marriott International makes a donation to The Matthew Shepard Foundation and PFLAG National.
That offering came about because Marriott wasn’t waiting to be told how to be a good partner; they did the work. “It’s that February call, during our slow season, where they’re just checking in and not making a direct ask, but instead just connecting with the people who are the decision-makers,” Juniel says. “They get a better understanding and a stronger relationship with the organization.”
Connection. Authenticity. Proactivity. It’s the essence of any kind of partnership. And for your philanthropic partnership to take root, they’re seeds worth sowing.

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