The Success of Trend Hunter's 1-Day Events
Katherine Pendrill — September 13, 2017 — Marketing
References: meetingscanada
Earlier this year, Trend Hunter decided to take its immersive three-day business innovation conference, Future Festival, to cities outside of Canada. By condensing the event into an accelerated 1-day program, Trend Hunter was able to bring its cutting-edge content and strategic insights to New York City, Chicago, Los Angeles, Orlando, and London. These events proved to be immensely popular among top innovators in these cities, and the conferences even caught the eye of Meeting + Incentive Travel Magazine, which did a feature on the unique model of Trend Hunter's one-day program.
As Lori Smith -- writer for Meeting + Incentive Travel Magazine -- notes, Trend Hunter's decision to condense its three-day conference into a single day presented a unique challenge. She explains that the Trend Hunter team "had to develop an event that amplified Trend Hunter’s brand as an innovation leader and encapsulated the spirit of the three-day conference in a one-day format, at a registration price point that would allow companies to bring bigger groups of employees." While this was no small undertaking, Lori points out that it was a winning strategy, as it is "more time-efficient and less expensive to take people out of the office for a day, for a local event, than for three days for a conference in another city or country." Indeed, the events proved to be a massive hit in all five cities, paving the way for similar events in 2018.
To enjoy the full Future Festival experience, click here to find out more about our events.
As Lori Smith -- writer for Meeting + Incentive Travel Magazine -- notes, Trend Hunter's decision to condense its three-day conference into a single day presented a unique challenge. She explains that the Trend Hunter team "had to develop an event that amplified Trend Hunter’s brand as an innovation leader and encapsulated the spirit of the three-day conference in a one-day format, at a registration price point that would allow companies to bring bigger groups of employees." While this was no small undertaking, Lori points out that it was a winning strategy, as it is "more time-efficient and less expensive to take people out of the office for a day, for a local event, than for three days for a conference in another city or country." Indeed, the events proved to be a massive hit in all five cities, paving the way for similar events in 2018.
To enjoy the full Future Festival experience, click here to find out more about our events.
Trend Themes
1. Condensed Conferences - The success of Trend Hunter's one-day program demonstrates the disruptive innovation opportunity in condensing multi-day conferences into shorter, more time-efficient events.
2. Local Events - Trend Hunter's one-day events in multiple cities show the disruptive innovation potential of hosting local events that are more accessible and cost-effective for attendees.
3. Amplified Branding - Trend Hunter's one-day program successfully amplified the brand as an innovation leader in the industry, highlighting the disruptive innovation opportunity of branding strategies in condensed conferences.
Industry Implications
1. Event Management - The success of Trend Hunter's one-day events highlights the disruptive innovation potential in the event management industry, specifically in creating condensed and localized conference experiences.
2. Innovation Consulting - Trend Hunter's one-day program showcases the disruptive innovation opportunity within the innovation consulting industry, providing cutting-edge content and strategic insights to a wider audience.
3. Corporate Training - Trend Hunter's condensed conferences present a disruptive innovation opportunity for the corporate training industry, allowing companies to bring bigger groups of employees and provide them with a more time-efficient learning experience.
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