How Will Event Planners Use Clubhouse?

By Frank Yang, CMP, CEM, PMP | Director of Convention Marketing, KINTEX, South Korea

Clubhouse is a social networking space where people around the world with similar interests exchange information and communicate based on voice – to tell stories, ask questions, debate, learn, and have impromptu conversations on thousands of different topics.

Launched in April 2020, Clubhouse has exceeded 10 million downloads worldwide as of the end of February 2021. The app is only available on iOS, and the closed nature of being unable to enter without an invitation stimulates curiosity. Clubhouse is riding a wave of media hype, celebrity endorsements, venture capital and chart-topping download figures. Currently, this service is available in 154 countries around the world.

Since meetings and events we organise are often held for the same purpose, I would like to talk more specifically about how to utilise Clubhouse as an event planner.

Here are some of the advantages of Clubhouse that I found.

• The ‘rooms’ format is a great way to promote open and meaningful conversations as it allows speakers to engage with one another, allows listeners to contribute their thoughts to conversations, and unites people with similar interests.
• The audio-only feature encourages more comfortable conversation. There will cause less pressure without the anxiety of being on camera. With no camera on, you don’t have to worry about eye contact, your appearance or where you are.
• Conversations cannot be recorded within the app, which seems to loosen speakers up and encourage them to speak more freely and confidentially.

Thus, how should event planners use Clubhouse?

• Host scheduled events and discussions

Clubhouse is not event specialised, although the real-time nature of the app makes it ideal for scheduled events, particularly when you hold events on a regular basis. It enables people to connect with various experts and leaders they may never have had the chance to meet before. No recording and no camera may allow conversations to flow more naturally and encourage your speakers to feel more relaxed and open, in turn providing greater value for your audience.

• Jump into the club of event planners

You may find clubs of event planners where you can build networks and exchange ideas with industry colleagues and leaders. Several of them boast thousands of members and host regular conversations with a variety of experts. Event Planners & Producers United is one of those clubs founded by Olamide Awodeso, the founder of E.K.O Consulting LLC. It has now more than 5,100 members and 6,200 followers, covering topics such as event trends; virtual, live and hybrid events; event contracts and sponsorships; and branding and marketing. Make opportunities to speak to audiences about your expertise and exchange ideas, tips and advice with other event professionals.

• Engage with potential clients and partners

Clubhouse makes it ideal for engaging with others in particular fields, which includes your ideal clients and partners. By filtering rooms by topic, it is easy to find communities of potential customers such as sponsors, exhibitors and speakers, as well as demands that your business might be able to meet. Join the rooms, show your support, and demonstrate your expertise to your potential clients. After that, you can try to start more conversations in more professional platforms such as LinkedIn.

• Build your personal brand

Clubhouse provides an excellent opportunity to build your personal brand as an event professional. Optimise your profile to let potential customers know about you and your expertise. Try to connect and network with potential customers and other experts in your industry. Demonstrating your knowledge in discussions on Clubhouse is a great way to get your name out there in the industry and raise your profile as a thought leader.

* Sources: Backlinko, TechCrunch, New York Times, Mashable, SOCIALDAY, BIZBASH, CNBC, Medium, ABC News.

About Frank

Frank Yang is the director of convention marketing at KINTEX in South Korea. KINTEX is the country’s largest convention and exhibition center with 108,000m2 of event space and holds more than 1,300 events each year. Since joining KINTEX in 2004, Frank has gained extensive experience in sales and marketing, exhibition management, and business development. Based on his professional background and constant self-development, Frank has earned several professional certifications including Certified Meeting Planner (CMP), Certified in Exhibitions Management (CEM), and Project Management Professional (PMP).

Frank has been serving as a member of the Knowledge Committee of the Events Industry Council (EIC) and the International Cooperation Committee of the Korea MICE Association.