AEO - Association of event organisers

FOMO - Be Afraid, Very Afraid


FOMO - Be Afraid, Very Afraid


So fear of missing out, tends to be associated with social media because of the speed with which information can now be shared, but in truth it has always been a reality. It’s an innate human characteristic to be curious and want to be the first to be considered “in the know”.

The FOMO factor is compelling to pique interest but is it the most important thing to focus on when trying to drive footfall to an event? Do organisers and exhibitors really want hoards of people turning up to events because they’re fearful of missing out on something? I think the response is very different depending on the event in question. Relevance of the captive audience is key and exhibitors at consumer and trade events will have very different responses as to how much energy is targeted at those visitors who are attending purely for FOMO.

Know your audience

Tradeshows in particular want visitors who are likely to convert into sales leads, like pioneers on a mission who have planned their expedition and won’t be leaving until they have got what they want out of the experience. Consumer events usually attract either die-hards or tourists, visitors who either live and breathe the topic in question or those that are merely window shopping and may be tempted to impulse buy.

For exhibitors, whether at a consumer or trade show, reaching beyond known and understood customers and prospects is a fine balancing act between delivering information overload and not getting the message across in a crowded space. Exhibitors need help in deciphering what is important to say, when and how to deliver it to have an impact that results in action.

The real key to success, however, is being able to decipher what knowledge is important to the people you are trying to impress or influence and how to get your hands on the information that will unlock opportunities.

Learn how to reel them in

Learning events that are timely, easily accessible and a sound investment of time for exhibitors such as FaceTime Masterclasses and webinars are important. They provide perspective on topics that affect any sales or marketing situation. Masterclasses include learnings from experts on buying behaviour, customer engagement and how to best use digital marketing to entice your audience – topics that are relevant to all and where experiences from other industries can be passed on and related to the exhibition experience.

FaceTime is all about helping exhibitors optimise face to face live events which includes understanding what your compelling FOMO factor is. FaceTime can help you prepare for getting the most out of events before, during and afterwards to ensure everyone involved within the process gets the best return on their investment whether that is time or money.

Of course, as a representative of a great industry, I want people who attend events and exhibitions to be excited and, in the main, know what to expect before they arrive. Above all, I want them to leave feeling like they’ve learned something new, something they couldn’t have known without having invested the time and effort to attend.  Without the pre-promotion and the unexpected, there’s no buzz and, without the buzz, there’s no FOMO factor.

  • "Broadway Events joined the AEO on the Enterprise Membership. We’ve already taken advantage of the many benefits including the excellent FaceTime Masterclasses and training guides for exhibitors."
    Emma Barrett
    Broadway Events
  • "We are a member of the AEO because it is a proactive association for the events industry. As an organiser it provides us with high value ideas, networking, guidance and information."
    David Harrison
    PPMA Group
  • "This year, the association has led working groups to address industry issues and put on some amazing events full of insightful content for both organisers and, through the AEOs FaceTime initiative, exhibitors. In addition, the AEO has represented the industry at a Governmental level to raise awareness of the importance of events to the UK economy."
    Paul Byrom
    Upper Street Events
  • "I genuinely believe that if you’re involved in organising events you should become a member of the AEO."
    Simon Kimble
    Clarion Events
  • "Our membership of the AEO represents real and tangible value for UBM - it provides fantastic networking opportunities, practical training for our team as well as valuable insight into the state of our industry."
    Simon Parker
    Informa Markets
  • "As an Association business, we appreciate the excellent work the secretariat of the AEO do for our community. From the events side of our business, the AEO provides an excellent return on investment, providing thought leadership, fantastic networking, brilliant awards, excellent research and FaceTime, a valuable tool to tell our markets why exhibitions and events should be an essential part of the marketing mix."
    Neil Felton
  • "AEO’s networking and member meetings are valuable for individuals at all levels within our organisation. The promotion of our sector to the outside world, to government, authorities and business at large is another vital aspect of the AEO’s purpose for members, many of whom, like my company, work on events throughout the world."
    Stephen Brooks
    Mack Brooks Exhibitions
  • “Knowledge is power and the AEO dinners are certainly powerful, there is always a wealth of knowledge at the table. Insightful presentations make for a constructive and extremely social way to learn from the experts who’ve done it before. I attended the Japanese evening and gained really valuable insight about the culture and how best to communicate with a local audience.”
    John Whitaker
    Vice President Marketing, Data & Digital , dmg events
  • "We have the opportunity to contribute positively to the industry as well as gaining valuable insight and advice. There’s no need to spend valuable time and money reinventing the wheel when you have so many experienced professionals in AEO membership to learn from”
    Emma Cartmell
    CHS Group
  • "JOINING THE AEO HAS BEEN FANTASTIC! Being able to gift our customers with free places at the FaceTime masterclasses, learn alongside industry peers and seek advice to common challenges is invaluable”
    Sharon Azam
    GovNet Communications
  • I just wanted to send my most sincere thanks for everything that you and the AEO team are doing to help navigate the events industry through the pandemic. The working groups and communication from the AEO have been excellent and I’m really appreciative of being part of such a wonderful organisation.
    Simon Burns
    ICHF Events
  • I think what the AEO has been doing during this tough time has been exceptional.
    Greg Cherry
    QD Events LTD
  • It is so useful to hear from your peers at this time. Please pass my thanks to Ruth and the BTIG panel
    Dan Assor
    CloserStill Media
  • Just wanted to thank you and Ruth this morning for the Zoom meeting - it was really interesting to hear how things are moving along in the virtual/hybrid meeting/exhibitions. All very new to me, so a lot to digest.
    Maureen Wright
    Optic UK
  • The session this morning was fantastic. We are right in the midst of this and the information was so useful. We can apply it immediately
    Claire Adams
  • The AEO provides an opportunity to make a difference, to work with other companies for the good of the industry as a whole, but beyond that, it provides it’s members with valuable insight and tangible benefits to grow your business, upskill and engage your teams. For those reasons, our membership is in indelible ink on the each annual budget. In short, if you aren’t a member, you are missing out.
    Ed Tranter
    73 Media




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