How the arrival of 5G will affect the events industry

How the arrival of 5G will affect the events industry

The future of connectivity is coming, and it’s going to be faster, more efficient, and even more transformative than we could have imagined. With the arrival of 5G networks – said to be up and running by 2020 – and with analysts suggesting that the super-fast connectivity of over a billion people by 2025, there’s a real wave of anticipation across the tech and events community.

With the increased levels of connectivity predicted in the events industry, it’s now down to the experience designs, events managers and events technology teams to begin planning how to set this huge change into motion. They will need to explore how it can be used to heighten the experience of those attending events and the logistics of setting the event up in the first place. The impact 5G will have will be far beyond just increased connectivity, it will bring about a new horizon of possibility within the industry, allowing for increased levels of fluidity and customization of the relationship the industry has with technology.

You only have to look back at how the creation of 4G advanced how the world interacted with technology and brought about the rise of the IoT (the Internet of Things). 5G is set to fully reinforce a mobile society. Both live and digital experience will be more unified and seamless. There will be countless opportunities to create event experiences that are more immersive and personalized. It will open doors to greater levels of creativity and present more of us with the possibility of creating elevated versions of reality.

New opportunities with 5G technology

With 5G set to bring about huge changes to many sectors, one of the main highlights getting everyone excited is the lightning-fast connectivity it’s set to provide. With speeds said to be no less than 1000 times faster than 4G LTE, it would allow users to download an entire HD film in under a second.  It isn’t too hard to see how much of a dramatic change this will be, not least for the events industry. So what does this mean in real terms? With download speeds of around 1GBps set to be the new norm, the amount of space this will create will cause a huge boost in the world of the IoT which will be phenomenal.

5G has been built on years of hard and dedicated work, harnessing the power of cutting edge technology. Connectivity is set to be boosted to levels that will allow massive, multi-platform sharing on a scale never seen before, and could remove the need for WiFi at events entirely. As the events industry becomes increasingly global and interconnected via the internet and mobile devices, this additional boost in speed of mobile connectivity will act as a catalyst for new technologies and events technologies that we can currently only imagine.

The promoters of 5G are already making huge claims that it will be the death of WiFi, as 5G connectivity will allow people access to faster internet connectivity regardless of location. Whilst it currently seems unlikely that WiFi will disappear from use (as it’s also likely we’ll see improved band speeds alongside mobile connectivity), it does seem more than likely that improved 5G global connectivity will make concepts like data roaming a thing of the past. With ‘global’ becoming the all-encompassing buzzword surrounding the excitement of 5G,  5G will be the first truly global mobile network. It will allow seamless and simultaneous platform sharing among operators spread around the world. 5G will finally provide the solution to problems that have hindered operators for years: a global network service experience which doesn’t require individual agreements with different operators around the world.

Next level live streaming

As 5G is set to be so much faster than anything before, event tech managers are already preparing for new, previously unexplored opportunities in the realm of live streaming. Now so many events are global or feature some form of online participation and virtual attendees, live streaming has become the driving force in the contemporary events industry. It’s an essential part of the connectivity trend that’s only predicted to rise. With the higher bandwidth of 5G it’s set to bring the events industry incredible levels of high quality, live and virtual reality streams from ongoing live experiences, whilst also enabling complex digital information to be superimposed over live images. Simply put, it’ll facilitate seamless augmented reality for the benefit of the viewer or the participant.

With the adoption of 5G we’re also set to see huge leaps in both AR and VR. Machine-to-machine connections will start to make every aspect of the events experience more immersive and detail orientated with increased levels of personalization. This will also make our regular lives both safer and smarter. Another key feature, which may seem trivial but will bring about huge change, is the lower latency of 5G. This means the battery life on all our smart devices will go that little bit further. This increase in battery life will bring about a plethora of opportunities for further growth of additional devices, wearables, and simultaneous tech use, as well as an expected boom for the IoT.  Once 5G becomes available it’ll be the perfect opportunity to take beacons, wearables, and VR experiences further at events!

Escalate profits for events with 5G

As we’re sure many events organizers are aware, you can end up spending huge amounts of money in a year on WiFi connectivity. WiFi is seen as a cornerstone in many contemporary events, especially where attendees are unable or unwilling to use mobile data. Once 5G is introduced, attendees will be able to access high speed, high-quality mobile internet, freeing up time for organizers to focus on providing more meaningful content instead of having to spend time on setting up customized content delivery systems.

There’s very little doubt this is one of the key ways that 5G will help event organizers to save significant money over both long and short term.  With the greater efficiency and speed of 5G and higher levels of online usability for all involved, profits will be further optimized simply as a result of time being saved behind the scenes on a daily basis.

It’s still about a year before 5G will be rolled out to the masses. However, this provides the perfect opportunity to start planning for the bright new feature of the 5G network in the events industry. After all, the architecture that’s required to help support this new system is far from trivial. Over the next 12 months, we’ll all have to begin to understand this updated technology on a deeper level and the industry as a whole will have plenty of work to do to ensure it’s leading the charge on the adoption of 5G technologies.

With the increasing demand for more live streamed events, multi-platform and global online events, and better quality video, AR and VR content as part of an events package, there’s little doubt that 5G will change the industry as we know it. Enhanced dynamic content will be readily available, offering brands new and innovative ways to communicate with wider audiences. The more interactive and shareable the content is, the greater the opportunity to increase brand engagement and advocacy.

At Helm Tickets, we’re continually striving to innovate and progress the ticketing and events industry and we’re looking forward to seeing how we will adopt 5G technology when released!

Charlotte Allkins | Marketing Assistant

Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of her blogs, as well as, many others here!

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How To Communicate Your Events Brand Story

How To Communicate Your Events Brand Story

A “brand’s story” has become a huge marketing buzz-phrase in recent years. But how clear are you on what that means? And how you can use it to elevate your event?

When you harness the power of brand storytelling you’ll be able to engage more effectively with your attendees – developing an emotional response to your brand and building a greater level of community.

What does brand storytelling mean?

In basic terms, brand storytelling is about helping your attendees connect emotionally with your event’s brand. It’s about creating a narrative that humanizes what you do and communicates with your audience on a deeper level instead of a purely transactional one.

Brand stories bring your brand to life and give it character. They make it a living, breathing entity with its own ideas and beliefs. They give it its own voice and a distinct way of communicating, and set the tone through which your brand sees the world.

Why should brand storytelling be an important part of your event?

You may be thinking that your tickets have been selling just fine without any real thought towards your brand’s story, so why bother making the effort now? It may be that you have without trying, and created a brand story organically, which is a great start.  The next step is to get this down into a written document so you can clarify all the details of your brand and its ethos. This will ensure consistency across your marketing channels as well as providing an easier onboarding process for any new staff.

If you fall into the category where you feel like you don’t have a distinct brand personality yet, putting the work into developing one can help you stand out within your niche. By creating a clear idea of who you are and what you stand for, it makes it easier for your attendees to understand if you are what they’re looking for.

It goes far beyond just writing a great ‘about us’ section on your website. You have to connect with people’s imaginations when you sell to them and brand storytelling is the perfect tool to allow you to do that.

So where do you start when creating your brand story?

Every brand and event has its own individual story. Below is a list of questions that act as a great starting point for you to think about. You can either write your answers down or if you’re not the event’s creator maybe work on getting an interview with them to get the details of how the event came to be.

  • What led to the creation of the event?
  • When and where was your event launched?
  • What were you doing previously to the event being created?
  • What goals did you set out when you first created the event?
  • Were there any challenges along the way? How did you overcome them?
  • Has your event changed or developed from its creation? If so, how?
  • Who are your event attendees and why do you think they choose your event?
  • Have you reached the goals you previously set out?
  • What would you like to achieve with your event in the future?
  • Do you have any wider values that you consider to be essential to your event?

Creating a clear narrative and timeline gives you an idea of where you’ve been and where you’re heading. It can also help you define your audience more clearly.

Everyone loves a good story, especially one that’s organic and authentic, so if you want your attendees to be more engaged with your events, give them a narrative they can engage with. Put your event attendees at the centre of your brand’s story and you will have their attention.

Help build your brand and event story here with Helm Tickets!

Everyone loves a good story, especially one that’s organic and authentic, so if you want your attendees to be more engaged with your events, give them a narrative they can engage with. Put your event attendees at the center of your brand’s story and you will have their attention.

Help build your brand and event story here with Helm Tickets!

Charlotte Allkins | Marketing Assistant

Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of her blogs, as well as, many others here!

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How Video Content Can Help Engage Attendees

How Video Content Can Help Engage Attendees

If you’re not currently using video as part of your marketing strategy then you aren’t alone.

We understand that the thought of creating video content can be an intimidating one, but video is one of the most effective tools in driving customer engagement. 54% of consumers wanted to see more video content from a brand or business they support and 43% of B2C marketers said that pre-produced video is the most successful type of content for marketing purposes. So now’s the time to start prioritizing creating amazing video content!

Video creation doesn’t have to be expensive

It can be expensive to hire out a videographer to film your event and turn that raw footage into perfected final videos. But you don’t always need to hire a videographer to achieve that professional level of video.

High-quality video production has never been cheaper. The camera quality of the latest smartphones has been getting better with each new release, so shooting your own footage is now a far more available option. With a high-quality smartphone camera and a gimbal (non-essential), you can take your shots and edit them in a variety of free video editing programmes.

Only a small number of smaller business and events go to agencies for freelancers to produce their videos. More and more people are turning to DIY techniques to produce great video content on a budget.

Video creation doesn’t have to be time-consuming

Producing professional level video may seem like a huge task, especially if you don’t have a huge marketing team behind you as support. But if you’re already attending your event why not get your phone out and start filming?

As previously mentioned, most modern smartphones have incredible cameras and with an image stabilizing device such as a gimbal, you can easily produce high-quality video content. 

Even if you don’t have enough time to film your whole event, it’s always worth filming short clips to capture the energy of your event to share with attendees and potential future attendees.

If your event day is looking a little hectic, consider taking on a volunteer or a delegate to do some of the filming work or share your event live on social media (e.g. Instagram stories). This footage can be uploaded immediately with little to no editing needed.

Video has a great and tangible return on investment (ROI)

If you want to really see the power of film you need to look into the numbers. When asked which type of content sees the best return on investment (ROI) on social media, the top response in a survey found that it was video marketing. 88% of marketers said that they were satisfied with the ROI of their video marketing on social media.

Adding video to your website as well as your event listing can increase your chances of being the first page on a Google search by a factor of 53, according to MarTech. Forbes also reported that the majority (51.9%) of marketing experts agree that video has the best return on investment of any type of marketing tactic.

Your competitors may already be using video marketing to promote their events and may already be seeing an ROI. If you want to get in on the action and make your event stand out from the rest you can upload a video into your event listing on Helm.

Start using video to promote your next event with Helm Tickets!

Charlotte Allkins | Marketing Assistant

Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of her blogs, as well as, many others here!

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Why we are leaving Facebook and Twitter

Why we are leaving Facebook and Twitter

We are officially leaving Facebook and Twitter.

Helm has always been and will always be an organizer-centric platform. We’re made up of organizers from small, local, independent events to huge enterprises, and we want to spend more time supporting and nourishing these events.

We’re a platform built by organizers, for organizers, and we want to create a platform to help our organizers grow and develop their events, concentrating on education and industry insights.

Over the last few months, we’ve been debating the value of having Facebook and Twitter, thinking about whether it supports our direction in the industry and how it benefits our organizers. By removing some of our social media, we’re able to focus on creating resources that help those who matter to us: our organizers. Whether that’s speaking with organizers directly when they need us most or creating content that helps create, manage and promote their events.

We’ve been increasingly producing content that will help our organizers develop their events more effectively and efficiently. This is something we’re looking to champion further with the development of an education center solely focused on helping you to get the very best out of our platform and your event.

We’ll still be running our Instagram and Linkedin accounts to share office and business updates, but from here on out our primary goal will be to ensure that you’re able to get the support and education we believe is essential in running and developing events.

You can still reach our support team through the website and support center here.

This is the start of greater levels of direct communication and engagement with our organizers and those in the wider events industry.

Charlotte Allkins | Marketing Assistant

Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of her blogs, as well as, many others here!

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Increase Ticket Sales with Email Marketing

Increase Ticket Sales with Email Marketing

91% of consumers check their email every day. But if you’re looking to convert potential attendees from just opening your email to buying a ticket to your event you’ll need to stand out and highlight exactly why they should buy a ticket from you.

To start making email your most influential advertising tool is to understand how you rank against your competition in several key metrics.

To make your event email marketing more effective there are 3 key metrics you’ll need to pay attention to. The open rate, click through rate, and the unsubscribe rate. The average stats for event emails are:

  • 26% of recipients open their event emails
  • 4.95% of recipients click links in their event emails
  • 0.8% of recipients unsubscribe to their event emails

There are several ways you can use these metrics to optimize your event email marketing campaign.

Open rate

The open rate of your emails is the percentage of recipients that opened your email. With an average of 26%, it means out of the number of emails you send marketing your event only 26% will actually open that email. The common range of opens can be between 21-30 %. Music events tend to have a higher rate of opening at around 29% and professional events such as conferences have an open rate of just 23%.

If your current email open rate is below these averages there are several things you can look at to increase the rate of people opening your email.

A good place to look is the subject line of your email. You need to be specific in your message with a sense of urgency. You should use 50 characters or less in your event email subject line. If you’re sharing promotional codes or a save the date email that has a time limit set to it, make sure that’s included in the subject line. For example “25% off ticket price for 24 hours with this code!” If you have the opportunity to include the recipient’s name or city in the subject line this kind of personalization can see an extra 20% in open rates!

It may also be worth looking into the name of the sender of your emails. It might be worth testing sending emails from your company name, from your own name, or maybe even the name of a popular speaker at your event (if applicable and with permission). As well as looking into what time you send your email.

Click Through Rate (CTR)

A normal average click-through rate (CTR, the percentage of people who click a link in your email) for an event email is 4.95% — so just under 5% of people who receive event emails will click on a link in that email. Music events tend to have the best results, with an average CTR of 5.43%, while classes and workshops have just an average a 4.08% CTR.

One of the most effective ways you might be able to increase your click-through rate is to add more links in your event emails and ensure your links are as close to the top of the email as possible. For example, if you have a “Buy Tickets” link at the bottom of your email, add it to the top, or include an alternative link to find out more details on the event.

The best way to develop your CTR is to be more specific with your targeting — with your email list, or your content. A good example is segmenting your email list by geography to reach a more local audience, or sending a discount just to previous event attendees. (If you’re like many Helm Tickets event organizers and use MailChimp for your email marketing campaigns, you can sync your account with Helm to automatically transfer attendee email addresses and other data between systems. Find out more here.)

If you don’t want to narrow down your email lists, it’s worth testing your content to see if one kind is more responsive than another. You can create two versions of your email (version “A” and version “B”). Send version A to one set of subscribers and version B to another more restricted set. Then you can send the better-performing email to the remainder of your email list.

Unsubscribe Rates

The average event email has a rough unsubscribe rate of around 0.8% — so just under 1% of people who receive your event email would unsubscribe from your database. If your rate is above the 1% average, the top of the median range for event emails, it’s worth looking to become more targeted in who you’re sending your emails out to, as well as asking for feedback in a prompt on your unsubscribe page. It’s essential to also be sure to include another communication option on your unsubscribe page. Just because someone doesn’t want to receive your emails doesn’t mean they don’t want to hear from you on Facebook or another channel.

Charlotte Allkins | Marketing Assistant

Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of her blogs, as well as, many others here!

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Event Page Design Tips

Event Page Design Tips

Your event’s website – specifically the landing page/homepage – is the most critical tool for converting event awareness into converted event attendees. The design of your pages should help achieve this goal with a clear identity and message, an organized information hierarchy and stunning visual imagery. The following tips can help you maximize the effectiveness of your event page using the Helm Tickets event widget.

Brand Identity

Your events landing page (homepage) should embody your brand by showing off your brand’s unique identity. The most effective event ticket pages express this identity with both visual and verbal aspects. By pairing typefaces with simple and clear layouts that help to close a sale with a natural registration process, you create a hierarchy. A design hierarchy is a design that guides a user along a specific path towards a single goal.

Having a good visual hierarchy arranges content into whatever you want the viewer to see first, second, third and so on. You can do this with powerful imagery, contrasting colors, or even relative size of each element on a page. Verbal hierarchies work in a similar way in that you can funnel your information available towards a desired outcome. For example, you could present your essential information first, such as event name, date/time/location, and cost, then follow on with further engaging event details such as any speakers, activities or logistics.

Ensuring a good level of usability is essential when putting together all of these elements on your event ticket page. Be flexible with your layouts and make sure your site loads quickly and is easy to use, especially on mobile. Whilst design is important, it shouldn’t lose any usability.

Brand Message

An events ticketing page messaging works alongside its information hierarchy. Attendees are increasingly searching for greater levels of interactivity, entertainment, and engagement. By creating an effective event page messaging you should be able to support a user-defined experience based on trust, which is a key factor in building return and new attendees.

The design of your page is incredibly important when you look to develop levels of trust between your attendees and the whole event experience. Defining what that experience is with a combination of visual cues as well as descriptive text can help to define what your brand message is.

Keeping your brand message consistent throughout the experience from buying a ticket to the event itself is immensely important. It will help fuel future purchases with a clear message when being referred by word of mouth or social media, as well as then hopefully leading to a more significant conversion rate.

Consistent messaging creates a level of interest by focusing on the event’s brand promise (an incredible experience), which can feed word-of-mouth advertising (social proof, recommendations) and increase conversions (registration, ticket purchases). Delivering on that promise converts attendees into advocates for your brand, developing future engagement and reinforcing the brand—which is particularly significant for recurring events.

Brand Colors

Event ticket pages seek to spark meaningful, tangible, and comprehensive event experiences. They should depend on a palette of three to five emotionally associated colors. Shades of crimson, navy blue, bright gold, deep orange, vivid magenta, or (more frequently) royal or ultraviolet purple are still commanding palettes both in print and on screen.

Vibrant colors provoke an intense experience, but colors associated with specific emotions (cool for precision or tradition, warm for innovation, neon for excitement) can also emphasize that experience. Contrasting colors for body copy, like black text on a white background, make it easy for potential attendees to skim read and get a quick feel for your event without having to struggle to find information.

Brand Type/Fonts

The most educational event ticket pages use copy that’s understandable regardless of its surrounding (literal or figurative) noise. Simple typography and iconography allow convenient navigation, and consistently-applied type supports the brand’s visual signals in any environment. On screen, that means it needs to be highly functional – mostly sans-serif font sets for subheads, body copy, and buttons – followed by a heavier display typefaces or even hand-lettered type for headlines.

As for copy in general, using fewer words (but correct words) is still the practice. Properly layered typography (progressively darkening color shades or descending weights for headers, subheads, body copy, etc.) will contrast well for more important content like detailed programme descriptions or guest speaker information.

Brand Images

Captivating brand imagery will strengthen any event tickets page’s brand, message, and call to action. Professional photography fairly dominates a significant amount of large conferences, concerts, and festival pages—but many events of varying sizes may also use interchangeable imagery. These illustrations or icons may arise throughout the site, either as a latent wallpaper or overtly associated with particular event features or actions.

For banners or other hero-level imagery, several brands are dialling back their aesthetic imagery in favor of more dynamic and engaging content (social media walls or video reels). Visually, that means simpler logos with fewer colors (if not completely all-one color) and subtler placement are becoming key. The most common occurrence of this is white logos (or text, or icons) overlaying wildly colorful imagery or video.

Whether your event ticket page uses photography or illustration, it’s always best to hire a professional. This will help you to stand out from thousands of amateur Facebook banners or badly lit photographs of surprised or unprepared people. Creative professionals can always make the most of less-than-ideal conditions, so your next events imagery can be more engaging and shareable!

Charlotte Allkins | Marketing Assistant

Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of her blogs, as well as, many others here!

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