Any event, from a relatively small meeting of just a couple dozen people to a convention open to hundreds or thousands of attendees, will require some measure of security to ensure the safety and well-being of guests. As the event host or planner, it is incumbent upon you to provide more than food and entertainment; you are responsible for the safety and security of those who attend your event.

This can seem a heavy burden in this day and age, with so many terror attacks and mass shooting events hitting the headlines. However, you don’t have to go it alone. When you partner with a professional event organizer like American Meetings, Inc. (AMI), you can gain access to expertise and connections that help you to put an appropriate security plan in place and strategize the best solutions for everything from unruly guests to potential disaster situations.

Says John Cotter, COO at AMI, “There’s a lot of trepidation lately about possible security risks at high-profile events, which is why so many companies elect to work with top-notch security firms. We’ve learned from recent events that we can’t be complacent. We need to have comprehensive security measures in place and thoughtful and proactive planning for disaster scenarios.”

In order to ensure guest safety throughout an event, companies should work with a professional meeting or convention planner to come up with appropriate strategies and concrete measures for addressing risk factors. Here are just a few essential security tips to minimize risk at your next meeting or event.

Compare Indoor vs. Outdoor Venues

The nature, size, and scope of your event may dictate whether you require an indoor or outdoor venue, and you’ll almost certainly have some preference in the matter. In some cases, you’ll need security in place for both outdoor and indoor settings, such as if attendees must wait in lines outdoors to register, check-in, and enter the venue.

In any case, your first order of business is to understand different security needs for indoor versus outdoor venues. For example, an outdoor setting could pose risks for exposure, not only to weather hazards like extreme temperatures or storms, but also exposure to outside threats due to the open and visible nature of the gathering.

While an indoor setting obviously offers more coverage and camouflage for guests, as well as entry points that are easier to secure, it could pose different challenges in terms of monitoring attendees, as opposed to the open view offered by outdoor settings. Once you choose a venue, you’ll have to assess potential risk factors and address the specific security needs of the location with your convention planner and security specialists.

Set Up a Confab with the Event Organizer and Venue Rep

When booking a venue, it’s best to meet with a site representative to discuss security measures already in place, such as protected entry points or on-site security. Some venues are willing to provide certain on-site services and staff that have already been vetted and are familiar with the location. However, you may want to bring in additional services and staff of your choosing, such as trusted caterers, security companies, or other vendors, and you need to make sure your preferences are permissible.

You’ll want to tour the facilities ahead of time to select the safest locations for meetings or events, and your event organizer and security experts should be able to help you here. If you’re hosting a multi-day event, you should also discuss secure on-site equipment storage to avoid tampering and theft.

Consider Additional Security Needs

Although the venue you select might have ample security measures already in place, you still need to work with your convention planner and security experts to assess potential threats and implement a plan that accounts for any holes in existing security. Whether you require additional staff, equipment like barricades, or technologies designed to identify unwanted guests and deny them entry (like facial recognition software, for example), comprehensive security preparations are a must.

Work with Your Convention Planner to Find a Reputable Security Firm

At the very least, you should schedule a site assessment with a third-party security firm that can offer advice from an unbiased vantage. Working with a reputable global event organizer like AMI, you can find security companies familiar with the type and size of the event you’re planning. You’ll want to ask for a security plan in advance, as well as a communications strategy and disaster plan. With a partner like AMI, you’ll have your security on lockdown before and during your event.

Recurring events can be the bread and butter of company outreach, especially if you become known in your industry for long-running events that attract industry insiders, media, and even public attention and attendees. Unfortunately, there is a tendency for companies to rest on their laurels, relying on past successes and repeat attendance to fuel future events. This can lead to stagnation and ultimately, to reduced interest and attendance.

According to John Cotter, Chief Operating Officer of AMI, “One of the biggest problems companies face with repeat events is attracting new people. They don’t want to change too much and risk alienating loyal attendees, but a result is an event that starts to feel stale and fails to increase attendance, meet goals, and deliver new successes.” It’s imperative that an event or conference organizer recognize the consequences of failing to update in order to attract new interest in repeat events.

The question, then, is how to revitalize past events in such a way that traditions are preserved to appease loyal attendees while new incentives are offered to increase recruitment potential. An experienced partner like global meeting services organization American Meetings, Inc. (AMI) has the resources and expertise to help companies breathe new life into recurring events like annual meetings, conferences, and conventions. Here are just a few ways in which the average meeting or convention planner can revitalize past events.

Consider Who You Want to Attract at Your Events

When it comes to revitalizing past events and boosting attendance, you probably want to focus on attracting a younger crowd. The truth is that repeat attendees will eventually age out, so to speak. They might reach the age of retirement or enter different fields over time, causing your event attendance to dwindle.

You need to infuse your long-standing events with new blood, new ideas, and a new generation of young professionals that represent the cutting edge of your industry. This is the best way to remain relevant, solidify your standing, and continue to host must-attend events. So how do you attract a younger audience?

You need to know what they’re looking for so you can deliver. Consider, for example, that attendees who have been coming to your events for years may no longer need basic primers on what you do, pertinent history, or how to get to the next level in their careers, just for example. Your event or convention planner may naturally edit out topics that seemed relevant when your event first started, but that no longer interest repeat attendees.

If you want to attract a new audience, however, you have to include topics that are relevant to them in order to create a value proposition. An expert event planning service like AMI can help you to come up with strategies that speak to a new crowd, without necessarily alienating past attendees that continue to make your event a success year after year.

Don’t forget about incorporating relevant technologies and learning to speak the language of a younger audience. Tapping into a new market may require you to hire employees and select a meeting or conference organizer that represents the demographics you’re trying to attract. Establishing yourself as a member of a new group can provide you with the platform you need to attract a new audience and revitalize an aging event.

Include Recruitment in Conference Organizer Efforts

One area in which many companies fall short is recruitment. While you dutifully correspond with your existing roster of attendees in order to maintain attendance, you might not go the extra mile to aggressively recruit new leads for future event attendance.

Recruitment is an integral part of ensuring that your events are high-demand affairs and that you always have a packed house, year after year. It goes beyond invitation and confirmation – with a partner like AMI, you can plan cost-effective recruitment strategies that turn leads into loyal attendees. From promotion to tracking and analysis, the right recruitment efforts can boost registration year after year.

Make Branding and Marketing a Focus for the Convention Planner

Establishing brand recognition and cultivating a brand image are ongoing processes. While every company harbors a set mission and core values that define image and operations, the concept of a brand is something that must evolve over time or risk stagnation. Brand relevance relies on your ability to change with the times, so to speak while holding onto the values that make your company unique.

Branding for events is no different, and it’s important to revisit this topic every time you host a new event. The event host and the meeting or convention planner should collaborate when it comes to the best ways to keep branding and marketing efforts up-to-date, utilizing relevant technologies for outreach and promotion while spreading a message that speaks to desired demographics. With the right message, tone, and logistical planning, re-branding can have a huge impact on event image and recruitment.

Solicit Suggestions from Employees

If you’re trying to attract particular demographics for events, one of the best ways to strike the right tone is to solicit suggestions from that particular group, and the best place to start is within your own walls. Involving employees in the process of revitalizing past events can not only help you to see new avenues of exploration that will appeal to different demographics but also provide clues about how past events might be outdated or unappealing to a new audience.

If you simply don’t have the manpower within your ranks to draw the information and inspiration you need, don’t forget that a professional conference organizer like AMI has a finger on the pulse of modern events. The strategies you need to succeed can come from a collaborative event planning partner.

Conduct Follow-Up Research

If your recruiting efforts seem to be going well but you find you’re not getting repeat attendance from new recruits to events, it’s time to go straight to the source and find out what went wrong. Why are you able to attract new attendees, but you’re failing to elicit repeat attendance? With a meeting services organization like AMI helping you out, you can easily conduct the follow-up research you need to learn from mistakes and create future successes with repeat events.

 It’s not always possible to bring your team or your audience together face to face because of costs, geographies, and schedules. Luckily, virtual meeting and conference technologies have come a long way and are truly the next best thing to being there in person. Take a look at the benefits and value of adopting virtual meeting technology as part of your overall meetings and events strategy and planning.

1. Accessibility and diversity

• Increase attendance with easier, widespread global Internet access
• Attract speakers that might otherwise not be able to present in person
• Support access from multiple types of devices with most platforms available
• Remove significant barriers to increasing diversity (e.g., inability to travel, inaccessible registration fees)
• Provide instant and improved customer support

2. Bring your costs and impact down

• Realize significant savings with little or no travel or accommodation costs
• Avoid generating waste like printed collateral, food and drink, packaging, etc.
• Eliminate the huge carbon footprint that comes with in-person events
• Save attendees the associated logistical costs in money and time

3. Flexibility and reduced planning

• Reduce logistical overhead and manpower required to execute
• Shorten the planning lead time
• Increase the effectiveness of your interaction with attendees before, during and post-event with centralized and streamlined attendee data collection
• Focus more on creating quality and worthwhile content, with fewer details required for in-person events

4. Go multimedia

• Promote interaction and engagement during presentations, such as audience-submitted questions
• Incorporate different kinds of media for an immersive experience
• Use social media tools, like hashtags, to reach beyond your audience
• Track attendee participation and engagement statistics, enabling real-time adjustments with software
• Host break-out groups and targeted networking meetings

5. Staying power

• Meeting software makes it easy to record and catalogue content
• Attendees can re-watch sessions or save them for later
• Searchable event content on relevant topics is beneficial for website Search Engine Optimization
• Repurpose evergreen event content for an enduring promotional tool

Need help taking your next meeting or event online? We have the format options and strategic experience to make your next virtual program a success. Contact us at (866) 337-7799 or bd@AmericanMeetings.com.

There are many reasons to be excited for the 2017 National Gay & Lesbian Chamber of Commerce (NGLCC) International Business & Leadership Conference, August 1-4, in Las Vegas. For organizations, the conference is an invaluable opportunity to incorporate more LGBT-owned businesses into your supply chain and build your professional network. We’re also proud to announce that AMI is the first LGBT Business & Enterprise presenting sponsor.

Because we’re top supporters of the NGLCC and the annual conferences, we’re sharing our top five tips to help you get the most out of your conference experience this year.

1. Preparation is key

Review the schedule of events ahead of the conference, and, where available, the companies and speakers that will be attending. Ask previous attendees in your network what they found most helpful, or check out the conference hashtag on Twitter (#NGLCC17) to see what organizers and attendees are already talking about. Set goals for what you’d like to focus on and achieve.

Also, make sure you’re bringing what you need to do some heavy networking. Do you have enough business cards, collateral, and promotional items to get you through all four days of the conference? Do you have a good way to keep track of new contacts for follow-ups?

2. Get strategic with your networking

Introduce yourself as is comfortable before the event to attendees you’d like a meeting with to ensure that you get on their schedule during the conference. Don’t be afraid to ask LinkedIn connections to make the introduction or give a friendly cold call.

During the conference, divide your time up strategically based on what you’re hoping to get out of the conference. In addition to one-on-one meetings, put yourself in group networking scenarios to meet more people. Don’t forget about existing business connections who will attend—it’s a good time to build upon your existing relationships at the conference as well.

3. Take advantage of the conference offerings

There are both pre-conference and opening-day receptions that you won’t want to miss, amazing performers and keynote speakers, as well as NGLCC events every evening. Select your breakout sessions wisely—not just by the title, but by the credentials and experience of the speaker. The Marketplace Expo is a great time to visit the booths of Corporate and Supplier attendees.

NGLCC’s Supplier-to-Supplier and Corporate Matchmaker sessions are ideal for making B2B introductions in your industry, or connecting LGBT businesses with opportunities in your supply chain. These are by appointment only, so schedule in advance.

4. Pace yourself

Conferences can be exhausting, and no matter how hard you try or how organized you are, you won’t be able to do everything. Prioritize what’s most important and what can wait until next year’s conference. And make sure you have moments of planned downtime to avoid burnout. To keep up your stamina, consider healthy eating and drinking, and try to take part in the organized Morning Group Exercise, or Corporate/Supplier Walk & Talks.

Don’t forget to have fun, too!

5. It’s all about the follow-up

After taking notes on a breakout session, list three key takeaways before moving on to the next presentation. It’ll be easier to scan later if you capture essential points while they’re fresh.

Keep careful track of any new connections, noting meeting context or details on business cards. Timely and specific follow-up with the next steps via email or phone will be instrumental in securing new relationships after the conference.

Stop by the AMI booth in the Marketplace Expo at this year’s NGLCC Conference to meet our team and pick up a free gift that will keep you charged throughout the conference.

Let’s chat before this year’s event.

We’ve arranged a virtual meet-up call on July 11, 2017, for NGLCC attendees and those who want to know more before registering. Your hosts are AMI and Bristol Myers-Squibb Director of Supplier Diversity, Rondu Vincent. Contact us at bd@AmericanMeetings.com to register for the call and get dial-in information.

Our differences are what make us interesting—helping us learn from each other and grow. How do you ensure your events and meetings put diversity and inclusion at the forefront? It definitely takes strategy in the planning stage and beyond. You’ll want to proactively consider your potential attendees, and how to reach new and different people. And be aware of event decisions that may be inadvertently exclusionary.

We developed this four-part checklist based on years of experience in promoting diversity within events and meetings worldwide. Use it as a starter strategy to ensure diversity and inclusion in your future events.

Planning the event

• Outline and communicate clear internal goals for promoting diversity and inclusion at events
• Assemble a planning team that’s as diverse as the event attendance you want, and provide diversity and inclusion training to your event staff
• Avoid scheduling your event on any cultural, local or religious holidays
• Ask for ideas, considerations and connections from communities you’d like represented
• Circulate a statement of your plans for diversity and inclusion, and solicit feedback to make it better
• Well before the event, develop your mailing list and outlets for event promotion with diversity as a key component
• Review event materials for any discriminatory or exclusionary language
• Use diverse and minority-owned vendors and venues
• Incorporate a diverse range of speakers, topics and sponsors

Event resources

• Use registration software like meetingsoft.com to gather as much information about attendees at registration, such as language, dietary restrictions, mobility considerations and allergies
• Ensure your event website is ADA-compliant and accessible to those with disabilities, and that ticket distribution methods don’t inadvertently exclude any attendees
• Hold a pre-event Q&A session to answer any questions and address issues
• Provide an easily accessible forum for attendees to get additional help before and during the event
• Offer financial or scholarship support and resources

During the event

• Communicate your intentions and efforts for event diversity, as well as an event code of conduct, to make it clear that the safety and comfort of all attendees is important to you
• Organize breakout networking discussions for smaller groups to encourage diverse interaction
• Consider the needs of parent attendees during the event, e.g., offer childcare and a breastfeeding/pumping room
• Provide devices and resources for the hearing or sight-impaired, such as a sign-language interpreter
• Use pre-event registration information to address any language needs, providing translators and translated versions of materials
• Account for the transportation, accommodation, restroom, seating, parking and ramp needs of your attendees
• Wearable event swag should span a wide range of sizes
• Offer non-alcoholic options at mixers and networking events
• Make sure there are enough of each dietary option to accommodate everyone in attendance
• Clearly mark access to any first aid resources

After the event

• Advertise a forum for event attendees to give feedback on the success of your diversity and inclusion efforts, such as an anonymous post-event questionnaire or survey
• Evaluate your pre-event goals for diversity and identify your successes and areas for improvement—how can you do even better next time?
• Don’t be afraid to apologize if you do something wrong, there is always room for improvement
• Provide mentorship and share your experience with organizers of other events—spread the joy!

The AMI team helps clients worldwide with diversity and inclusion meeting strategy, planning and execution. Let us know if we can help you. Contact us at (866) 337-7799 or bd@AmericanMeetings.com.