Events are extravagant affairs that often ignore the environmental implications. Elucidated below are ways event managers can adopt a greener approach to event meeting management.
The toughest challenge of B2B events lies in the extensive resources required. The splurging of resources can directly impact the environment in a negative way by means of creating a large carbon footprint. This calls for a ‘greening’ of events, for sustainable event management, which is the process of organizing events with special concern for environmental, economic and social issues.
Studies show that globally, the number of green events are on the rise and several global organizations have made it a policy to adhere to greening their events. Many event organizers and event managers are striving hard to reduce their impact on the environment, but often unsure of where to start. On this Earth day, let us explain how a sustainability plan can be laid out for event marketing using technology:
- Energy Efficiency:
Energy conservation is a vital part of social responsibility. The increase in urban population has resulted in the rapid depletion of resources and has given rise to climate change and global warming, two of the toughest challenges we are facing today. Event planners should take this very seriously and make sure they manage meetings efficiently. Reducing carbon emission and excessive power wastage, and implementing renewable energy powered venues can help in increased energy efficiency.
- Waste Minimization:
Waste can take various shapes and forms. In the context of B2B event planning, waste can be in the form of e-waste, paper etc. And the amount of waste increases with the number of attendees. Hence, optimizing the crowd by targeting a limited, relevant audience can greatly help in waste management. Going electronic is an effective option. Switching from bulky brochures and sheets to e-brochures and event scheduling apps can be a great way to solve the problem of waste.
Creating a green culture often involves reinforcing behavior that people already want to adopt. Companies adopting green events become the ultimate forerunners of environment-focused initiatives and this, in turn, raises their brand value in the industry and showcases them as socially responsible organizations. This awareness can act like a chain reaction, with competitors trying to adopt corporate social awareness campaigns and greener events for the future.
Great communication is the masterstroke in marketing, let alone B2B event marketing. Event organizers need to channel their focus on developing a green plan which can reduce the communication cost and resources needed. They can make use of various technological advancements available to efficiently manage, save and transfer data. Instead of printing product brochures, they can create and circulate e-brochures that can be sent to attendees much ahead of the event and thus avoiding wastage of resources. In this age of smartphones, a mobile meeting scheduling app can go a long way in reducing the cost of communication by allowing organizers to update attendees on the status of meetings while on the go.
- Sustainable Venues:
Many event venue providers have joined the bandwagon of go-green initiatives. They offer a wide range of sustainable facilities while promoting their venues. Adding a feather to their cap, they also boast of recognitions from prestigious institutions that certify them for their social responsibility. Venues are increasingly pitching themselves in the market by showcasing their green initiatives and how they implement them in a real time scenario.
Companies should present case studies and reports on how much effort and resources are saved due to the greening process. This will be very helpful for future event planning and serve as a great inspiration to other players in the industry. ‘Greening’ in general is more about progress and not really perfection on the first go. Sustainability does not take place overnight; rather, it is a continuous process and takes time to show real effectiveness. Just like it takes two hands to clap, it takes the smartness of event organizers and the timely reciprocation of the attendees to ultimately make an event a ‘Green’ success.