BUSINESS CLINIC38 www.exhibitionnews.co.ukhe pressure for businesses to be environmentally responsible increases year-on-year. But with the large number of facilities and amenities needed to stage events, organisers may feel apprehensive or even unaware of how to adapt to a more environmentally friendly model. Unsustainable event practices will only become more outmoded and outdated with time thanks to growing legal restrictions on such methods, so it is crucial that the exhibition industry works towards a sustainable future. This doesn't require a huge overhaul of working processes - some key changes can go a long way to improving your green credentials: 1. VISITORS AND TRANSPORTSimple hints and tips in pre-event material can have a sustainable impact on the event's carbon footprint. For large-scale events, many attendees come from far and wide and the carbon footprint can be huge. Suggestions of low carbon forms of transport as well as setting up a carbon offset MAKING EVENTS SUSTAINABLETMike Spicer looks at how you can market and run your events on more effi cient and environmentally responsible linesscheme for the event can reduce the environmental impact of visitor travel. 2. EVENT MATERIALSThe resources used in preparing physical event programmes can be saved through simple Wi-Fi access. Consider introducing ticketless entry. Although printed materials are extremely effective, the widespread use of smartphones, and to a lesser degree tablets, means that making materials available to download during the event through a Wi-Fi network, or beforehand with an app or link, could lower costs. 3. VENUEThe choice of venue is crucial when thinking about a green event. Many venues, such as 15 Hatfi elds in Southwark, trade on their green credentials, using suppliers who match their dedication to sustainable business and reducing onsite consumption of utilities to maximise effi ciency. A venue's design can also affect carbon emissions, so marketers should make sure the space is designed to minimise energy consumption and waste. 4. POST-EVENTThe amount of waste that events create is a growing concern, not just in terms of the potential pollution caused but the additional cost of disposal. Therefore, work with trusted suppliers to dispose of waste from the event and plan for the majority of your collateral to be repurposed to cut costs or disposed of in an environmentally-friendly manner. This also has the added benefi t of providing resources that can be used repeatedly, reducing cash outlays on materials further down the line. In addition, several venues uphold more environmentally-friendly waste management policies - it's worth checking these to understand how your exhibitors, suppliers and team can be more sustainable. 5. MAKE NOISE ABOUT YOUR CREDENTIALSSuccessfully marketing your green credentials within the industry will greatly improve the long-term viability of your business. Many companies and brands are on the lookout for environmentally-conscious event organisers, so this will boost business in the future as well as appearing progressive in the present. - Mike Spicer is CEO of Pulse Group.Simple hints and tips in pre-event material can have a sustainable impactA new survey undertaken by feedback forum Feefo has found women are the fairer sex when it comes to penning online reviews.Women provide more constructive criticism, including more suggestions for improvement as well as heaping praise on fi rms that do a good job. Women are twice as likely to spend time writing reviews at work, with men preferring to vent spleen at home. Feefo has collected more than four million feedbacks for brands since 2006, with almost double the number coming from male respondents.While young men aged 18-34 and over 55 were high on the list of respondents, women reviewers were more likely to be aged between 35 and 54.Feefo MD Andrew Mabbutt said men are more eager to have their say on what they thought of their experience as a customer. "Women take more time in their reviews and, if it's bad, they are happy to give suggestions on how the situation could be resolved," he said. "If it's good, they are more likely to spend time saying how pleased they are. Men want to just get straight to the point and voice what is most important to them, while women will think outside the box and often expand on a problem looking at it from different angles."A FAIRER REVIEWERCONTENT CURATIONContent curation has become an increasingly more important task for marketers, according to the new 2012 Content Curation Adoption Survey from marketing technology solutions provider Curata. Content curation is the process of fi nding, organising and sharing content and is gaining interest with the success of companies such as Pinterest. Curata's latest survey found 95 per cent of marketers from a variety of industries curated content in the past six months. Of those respondents that indicated they had not knowingly curated in the past six months, 100 per cent of them had done so by sharing an article, blog post or other content with a prospect or customer.Survey respondents are refi ning their content tactics by implementing best practices such as sharing and curating content on a daily basis. In a sister report on customer habits, Curata also found websites curated on a daily basis receive 18 per cent more click-through activity than those curated on a weekly basis. Those curating understand the value of timely content, with 45 per cent indicating they share content on a daily basis, up 18 per cent on last year. Sourcing high-quality content was the greatest content marketing challenge, up 30 per cent year-on-year, while three-quarters of marketers indicated that having the time to do it was a signifi cant issue.In addition, 79 per cent of respondents said social media was their favoured method for fi nding third-party content, while 76 per cent reported social media as their top sharing content platform. Fifty per cent of marketers claim to have at least one person dedicated to curating shared content at their organisation. Three-quarters of marketers who identify themselves as content curators also dedicate up to 25 per cent of their marketing budgets to content curation. More than 400 marketers participated in the Curata survey in March 2012.
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