In this episode of Event Experience, host Rachel Moore chats with Andy Lowe, Senior Corporate Events Manager at Smartsheet, about producing the ENGAGE user conference. Andy shares how he transitioned from agency life to in-house events, the challenges of mid-planning team changes, and the power of resilience and collaboration.
He also dives into how ENGAGE has evolved to include prospects, how Smartsheet’s passionate user base shapes the event, and the strategic goals behind it—from business impact to personalized content. Andy wraps up with advice for event pros: stay curious, ask for help, and embrace new tools like AI.
Here’s what you’ll hear about in this conversation:
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[00:00:09] Speaker: Welcome [00:00:10] to Event Experience by Bizzabo, the podcast where we bring the best and brightest [00:00:15] event experience leaders together to share stories, tips, and lessons learned from creating some [00:00:20] of the world's biggest events.
[00:00:21] Speaker: I'm Rachel Moore, your podcast host. [00:00:25] Behind every event is the Event Planner, and this episode provides a deep dive into the [00:00:30] person behind the planning for Smartsheet's user conference, ENGAGE.
[00:00:34] Speaker: [00:00:35] Andy Lowe, Senior Corporate Events Manager at Smartsheet, shares the honest challenges he [00:00:40] overcame to deliver, ENGAGE in 2024, and a taste of what to expect in [00:00:45] the 2025 version of the user conference.
[00:00:48] Speaker: If resilience, learning and [00:00:50] epic fandom are things you can relate to, you'll love this episode of Event [00:00:55] Experience.
[00:01:04] Rachel Moore: Well [00:01:05] everyone, we're back with an episode of Event Experience and today, our guest [00:01:10] is bringing over 12 years of experience in experiential marketing.
[00:01:13] Rachel Moore: We're talking [00:01:15] brand activations, trade shows, field marketing, event production, mobile [00:01:20] tours, and that's all across multiple industries. So, quite some, some vast [00:01:25] experience we're bringing to you today.
[00:01:26] Rachel Moore: What is he up to today, you might ask?
[00:01:28] Rachel Moore: He is at Smartsheet and he is [00:01:30] the Senior Corporate Events Manager. So, I am very pleased to introduce all of you [00:01:35] to Andy Lowe.
[00:01:35] Rachel Moore: Andy, welcome to the podcast.
[00:01:38] Andy Lowe: Thank you, Rachel. Thank you very much for having [00:01:40] me. I'm excited for this.
[00:01:40] Rachel Moore: Me too. Oh you sound very busy too, so I'm glad I grabbed some time with you. This is [00:01:45] great.
[00:01:45] Rachel Moore: First of all, we always like this one too because, uh, event planners just are notoriously always [00:01:50] having to run around, spend very long days, uh, you know, at the event.
[00:01:54] Rachel Moore: So, what [00:01:55] are your go-to on the ground event day shoes?
[00:01:57] Andy Lowe: Um, a number of years ago I started [00:02:00] wearing Nike Pegasus running shoes. And so I've now had, [00:02:05] I think I'm on, I just actually purchased a new pair. So I think this is my third pair, and they each last a few [00:02:10] years.
[00:02:10] Andy Lowe: So whatever, you know, I think it's the Pegasus 41 right now. But I always go all black because [00:02:15] I feel like it just blends in. You can wear something nicer, you can wear something casual. No one needs [00:02:20] to notice my shoes. And so, uh, I, I stick with those.
[00:02:24] Andy Lowe: The other, [00:02:25] I I will add a little, I guess a little trick that I got from another colleague, uh, a number of years [00:02:30] ago is two pairs of socks.
[00:02:31] Andy Lowe: Oh, a little bit extra cushion. So I wear two [00:02:35] pairs of socks at on event days.
[00:02:36] Rachel Moore: That's very smart. Now I, gosh, I think that's the first time we've [00:02:40] heard of the sock advice too, so, goodness. That's great.
[00:02:43] Rachel Moore: So, you are giving all kinds of [00:02:45] learnings today. I love it.
[00:02:45] Andy Lowe: Yeah.
[00:02:46] Rachel Moore: I love asking that question 'cause I bet there's people that are like, I need a shoe that works for me. [00:02:50] And so, they'll get advice from our, our guests.
[00:02:51] Rachel Moore: So, I love that. That's great.
[00:02:53] Rachel Moore: Is there anything that you're listening to, [00:02:55] watching or reading these days that you cannot put down?
[00:02:57] Andy Lowe: Yeah, I, it kind of goes back to [00:03:00] my, my stay curious, I'm, I'm a very curious person. And so [00:03:05] I, within the last few months, and I'm, I'm trying to remember how I, I found [00:03:10] it, but I came across a podcast called Ologies. It's hosted by Ali Ward. I, I listen [00:03:15] on, on Spotify, you can, I think you can find it anywhere,
[00:03:17] Andy Lowe: The show, each episode focuses [00:03:20] on a different area of scientific study. And so, there's [00:03:25] episodes on, you know, uh, turtles and episodes on, uh, fire, [00:03:30] like wildfire science and the relationships between dogs and humans throughout [00:03:35] history. One episode I recently listened to that just fascinated me was there's a [00:03:40] college professor who studies reality TV from kind of a sociological perspective.
[00:03:44] Andy Lowe: [00:03:45] And so, the, the episodes are always different. You know, some, some of them are like multi-part, [00:03:50] but the topics are, are way out there. And so, it really, [00:03:55] uh, plays on my curiosity and it gives me an opportunity to kind of dive into a ton of different [00:04:00] topics. in, you know, a very limited amount of time and learn a little bit.
[00:04:03] Rachel Moore: That's super [00:04:05] cool. I am going to share that with my daughter 'cause she is miss science woman and so I think she'd really dig that. [00:04:10] So, see I come away with the recommendations, too. That's great.
[00:04:13] Rachel Moore: How about, is there any kind of, uh, [00:04:15] is there any particular social post, a piece of media or maybe even a hot take about events that you found [00:04:20] interesting lately?
[00:04:20] Andy Lowe: This ties back to my, my note about AI, but I've seen it now listed kind of [00:04:25] multiple ways, but I, I saw a quote of, you know, don't think of AI as a vending machine. Think of it as [00:04:30] a librarian.
[00:04:31] Andy Lowe: And what I take away from that is, if I can [00:04:35] use AI like a librarian, it can help me navigate the ocean of information that exists out [00:04:40] there. It can help me explore topics and help me question my own thinking and biases.
[00:04:44] Andy Lowe: [00:04:45] Like I, I think, you know, we are just at the beginning of [00:04:50] AI and I, you know, I, I've seen, you know, the Bizzabo like [00:04:55] list of, you know, tech stack and AI tools and, you know, and it, the logos are so [00:05:00] small because there's so many out there and there's, you know, you [00:05:05] need, almost need AI to help you navigate the field of AI tools, uh, to help understand what can [00:05:10] help you the most.
[00:05:11] Rachel Moore: That's gonna be the next prompt. Someone tries to like, go ask whatever one they, they're like, [00:05:15] Hey, what's all the AI alternatives out there? It'd be really interesting to see how each one answers and compare. Like, but [00:05:20] I'm the best.
[00:05:20] Andy Lowe: Yeah.
[00:05:22] Andy Lowe: Yeah.
[00:05:22] Rachel Moore: Use me. [00:05:25] That's, that's super. Yeah. I like that. That's a great, great advice too. It's not just turning stuff out, but it's gonna help you [00:05:30] find stuff.
[00:05:30] Rachel Moore: And I gave the super brief, just very, very much skimmed [00:05:35] over you and your background and what you do today.
[00:05:37] Rachel Moore: I would really like to toss it back over to you.
[00:05:39] Rachel Moore: Can you [00:05:40] describe for us a little bit more about your role at Smartsheet? What does your day to day entail? What are you doing over [00:05:45] there?
[00:05:45] Andy Lowe: Yeah, so it actually caught me this week. I just actually wrapped up, uh, the production [00:05:50] of another proprietary event in DC that focused on public sector customers.
[00:05:54] Andy Lowe: Really my, my [00:05:55] main remit at Smartsheet is the executive producer of our ENGAGE conference. Um, I [00:06:00] also do some work with other third party conferences or some first party [00:06:05] meetings or events.
[00:06:06] Andy Lowe: But really my main day to day is, which also takes up [00:06:10] at least nine months of the year is leading the planning and execution of our ENGAGE [00:06:15] conference which will be happening this fall.
[00:06:16] Rachel Moore: I'm excited to hear about that because audience, that's what we're [00:06:20] talking about today.
[00:06:20] Rachel Moore: Um, you know, sometimes on the podcast we dig into one specific [00:06:25] event because we all know, you know, there, there are many people in our audience like you, Andy, who are like, [00:06:30] look, uh, I may have some other aspects, aspects to my job, but there's this one big thing that you [00:06:35] are focusing on most of the year, uh, to pull off.
[00:06:37] Rachel Moore: So, I'm excited that we are gonna [00:06:40] zero in on this with you. I'm gonna toss it over to you again. Tell us a little bit more about ENGAGE Conference. What are [00:06:45] we talking about here?
[00:06:45] Rachel Moore: Explain the conference to us a little bit.
[00:06:47] Andy Lowe: Yeah, so ENGAGE, um, historically has [00:06:50] been our user conference.
[00:06:51] Andy Lowe: It is four days, uh, it's annually hosted in the [00:06:55] fall. We've, you know, dabbled between September, October, and November. This year we're hosting it in early November [00:07:00] in Seattle. Uh, we've always hosted it in Seattle. We are in the Newer Seattle [00:07:05] Convention Center Summit building.
[00:07:05] Andy Lowe: So, it's been really exciting to now have been in that space for three years.
[00:07:09] Andy Lowe: We [00:07:10] bring over 3000 customers and partners together for those four days. Um, and that's not [00:07:15] accounting, crew or our staff, which is, you know, brings the number to over 4,000 people.
[00:07:19] Andy Lowe: But [00:07:20] really, you know, our customers and their colleagues come to ENGAGE [00:07:25] to really elevate their skills, find that community, and really validate the [00:07:30] investment that their company is making in our product.
[00:07:33] Andy Lowe: And so, I always like to [00:07:35] think that, I bring it back to our company mission, which is to empower [00:07:40] anyone to, drive meaningful change. And that's really what [00:07:45] we strive to do for our customers at ENGAGE, is to empower them to, [00:07:50] when they leave, go back to their company and drive meaningful change.
[00:07:53] Rachel Moore: That sounds amazing and I think that's a [00:07:55] great, um, a great mission to have for any event where it's like, look, we know you're all users of [00:08:00] this product, but, uh, that there's something that can be changed in your day to day that's gonna be meaningful [00:08:05] impact for you and make your life better, you know, and, and who doesn't want that out at a good, out of a good conference.
[00:08:09] Rachel Moore: [00:08:10] Plus, I think it's really interesting too. I, I always love hearing about user conferences because [00:08:15] obviously everybody's got a, a common ground.
[00:08:17] Rachel Moore: You know, we all use this software, [00:08:20] we use this tool, we use this, you know, we have experience with this thing.
[00:08:22] Rachel Moore: So, they immediately have something out the gate that's [00:08:25] like, this is something we have in common, and then you're letting them not only come and experience some of the [00:08:30] tech that you're doing, but also, um, experience each other, which is really cool.
[00:08:33] Rachel Moore: It's one of my favorite things we talk [00:08:35] about on here as user cause I have a bias.
[00:08:36] Andy Lowe: Yeah, you know, we always find [00:08:40] that the folks that come to ENGAGE, they're, they're coming with a challenge or something they need to [00:08:45] solve for.
[00:08:45] Andy Lowe: And you know, in its simplest form, we want them to take [00:08:50] away an actionable solution for that challenge or to evolve a process to [00:08:55] improve their work and their company.
[00:08:56] Rachel Moore: Yeah. Which, uh, lofty goals again, but, uh.
[00:08:59] Andy Lowe: Yeah.
[00:08:59] Rachel Moore: [00:09:00] Sure, I'm sure, I'm sure gonna dig into how exactly we'll talk about goals in just a little bit.
[00:09:03] Rachel Moore: Let's focus in on you a little [00:09:05] bit though first because I wanna, um. As we do prepare to dig into the specifics and [00:09:10] strategy of the user conference of ENGAGE, let's set the stage a little bit about your experience as [00:09:15] the executive producer, um, and where you've been last year versus [00:09:20] this year.
[00:09:20] Rachel Moore: Can you share with us a little bit about the journey and learnings that you've had with [00:09:25] planning the user conference last year, um, maybe and how that compares to this year.
[00:09:29] Andy Lowe: [00:09:30] Yeah, I think you know it, it honestly even jumps back to 2022. Uh, I joined [00:09:35] Smartsheet in 2022, and that was the first year I got to really take part in the planning of [00:09:40] a conference of this scale.
[00:09:41] Andy Lowe: So, there was a steep learning curve from everything I'd done in my career up [00:09:45] until that point, to then take part in the planning of this user [00:09:50] conference.
[00:09:50] Andy Lowe: So, in 2022, in 2023, I was really kind of getting my feet wet, [00:09:55] learning what it takes to deliver a conference, um, of that scale.
[00:09:59] Andy Lowe: And [00:10:00] so, in 2024, I took over as executive producer, um, which [00:10:05] really means I went from, you know, being involved in the planning and leading maybe a work stream or two of [00:10:10] work, to leading a team of work stream leads and the supporting cast of over [00:10:15] 50 people across, you know, uh, an eight to nine month planning cycle to deliver this [00:10:20] event.
[00:10:20] Andy Lowe: And so. Uh, that was the, the next big jump for me and my [00:10:25] responsibility, and again, another steep learning curve.
[00:10:28] Andy Lowe: But I, you know, I had a, a unique [00:10:30] experience as part of this first time being an executive producer was, had a [00:10:35] number of kind of team changes in movements that happened kind of partway through planning. [00:10:40] And it all kind of simultaneously happened.
[00:10:42] Andy Lowe: Um, in July I had a colleague who [00:10:45] was, had been really involved in the core team. I go on, you know, parental leave.
[00:10:49] Andy Lowe: I [00:10:50] had our leader of our team depart the company and then we were onboarding a new team [00:10:55] member.
[00:10:55] Andy Lowe: And so, there was, what felt like a vacuum at the time [00:11:00] of, uh, support and leadership, really, presented a [00:11:05] challenge for me to navigate. And you know, along with every other event [00:11:10] that your listeners and anyone in the industry knows about, there's always unique budget parameter [00:11:15] challenges and guardrails that you need to stay within. So, there was a lot to navigate for me, [00:11:20] um, in that.
[00:11:20] Andy Lowe: And so at, at first it felt, um, very overwhelming [00:11:25] and alarming to, to know that, um, I wasn't gonna [00:11:30] have some key team members involved in the planning.
[00:11:33] Andy Lowe: But I [00:11:35] think that space was filled by my colleagues, other leaders at the company [00:11:40] to really support me in, in this endeavor of being the executive producer for the [00:11:45] first time, but also to make sure that, you know, we weren't [00:11:50] letting things fall through the cracks, that we were developing and evolving the [00:11:55] experience to meet our customer's needs, and then ultimately to deliver that experience on site and [00:12:00] to, to have a successful event.
[00:12:01] Rachel Moore: Yeah. Well, I, I, I can't think of anyone [00:12:05] on this, on our audience that wouldn't relate with a lot of the things you're saying. I mean, who hasn't been [00:12:10] there, right?
[00:12:10] Rachel Moore: You, you might have the most intricate plan possible. But, uh, [00:12:15] you can't, you know, plan against some things where it's like, yeah, you know, life's gonna happen with some [00:12:20] coworkers, colleagues.
[00:12:20] Rachel Moore: Maybe there's these resources, whether it's human or other, that [00:12:25] suddenly might shift, negatively or positively or whatever, but it's a different experience.
[00:12:29] Rachel Moore: And now you're like, okay, [00:12:30] what? Yes. Yet, yet the goal remains the same. I still have to, we [00:12:35] have to achieve this somehow.
[00:12:36] Rachel Moore: I appreciate you sharing that too 'cause I really think that speaks to the [00:12:40] resiliency of uh, event planners particularly. I mean, you know, everybody in whatever [00:12:45] field they work in, whatever role they are, needs to exhibit some of that. But, uh, it's a different animal [00:12:50] when it's for an event planner, wouldn't you say?
[00:12:52] Andy Lowe: Yeah, it definitely is. And you know, I [00:12:55] think it's given me a really unique perspective as, as you come to go back to the other part of [00:13:00] your question of, of how I'm looking at this year's planning and this year's [00:13:05] event. We have some new team members, I have new experience from last year that I get to take into this [00:13:10] year.
[00:13:10] Andy Lowe: Um, since the event last year. We have new leaders within my team. You know, [00:13:15] my, my colleague is, is back from parental leave.
[00:13:18] Andy Lowe: And so, it's been [00:13:20] great to have our new leaders because they bring a fresh perspective, new ideas. [00:13:25] And so I've gotten the opportunity to, to help them understand the history of the [00:13:30] event that I've gotten to, to experience over the last few years. And also work with them to [00:13:35] build out the plan for this year and beyond. And so, there's, there's some new [00:13:40] to this year's planning, not just team members, but as we evolve our event strategy in the [00:13:45] conference.
[00:13:45] Andy Lowe: Um, and I think I've, I've kind of given myself an additional task, an additional [00:13:50] challenge this year.
[00:13:50] Andy Lowe: We've restructured our core team in how, how we plan the [00:13:55] event.
[00:13:55] Andy Lowe: We historically were one large team that met either biweekly or [00:14:00] weekly over the course of the planning cycle.
[00:14:02] Andy Lowe: And so, you're thinking 50 people, six [00:14:05] 60 to 90 minutes. That's a pretty expensive meeting from just the [00:14:10] number of people hours.
[00:14:11] Andy Lowe: And so, um, after a lot of [00:14:15] conversation with some of our vendor partners, some internal staff members, you know, we've proposed and [00:14:20] are implementing kind of a new structure to our core team, which hopefully will increase [00:14:25] collaboration within, you know, the work streams that we've grouped into different categories, but [00:14:30] also at the same time, not sacrificing the transparency of [00:14:35] information and progress across the team.
[00:14:37] Andy Lowe: So, there's definitely some learnings we're, we're, [00:14:40] we're tweaking and, and trying to evolve it even as we're, you know, implementing this [00:14:45] structure and so far I've gotten good feedback.
[00:14:47] Andy Lowe: But you know, it's something that is new this year [00:14:50] and a new challenge that we're undertaking on top of, you know, the other [00:14:55] challenges that exist just from planning a conference at this scale.
[00:14:57] Rachel Moore: Absolutely. I, and again, you [00:15:00] know, you're, you're sharing some challenges, some things that you needed to think about [00:15:05] from resource perspective.
[00:15:06] Rachel Moore: Anyone who's in that kind of role, they're like, okay, I have [00:15:10] the ability to make this better or keep it the same, which may be better, [00:15:15] maybe not better, and, and making those decisions.
[00:15:17] Rachel Moore: And you know, you sometimes you don't know until you do it and then see how it works. [00:15:20] But you said, tenuous but resilient.
[00:15:22] Rachel Moore: I wanted to ask you another other thing too, was [00:15:25] this, uh, with you coming over to Smartsheet, I think you had been agency side before that. Was [00:15:30] that, was that a big jump for you to go from agency side to brand side?
[00:15:33] Andy Lowe: Yeah, it, it [00:15:35] was, I, there seems to be a theme of steep learning curves across my career.
[00:15:39] Andy Lowe: but [00:15:40] yeah, so I had been with George P. Johnson prior to joining Smartsheet. And so [00:15:45] I, I kind of took this leap in my career from, you know, early on, [00:15:50] as you mentioned in, in introducing me, uh, very like experiential more B2C, [00:15:55] focusing on consumer marketing and then joining George B. Johnson. That was a [00:16:00] big transition from focusing solely on consumers to be more B2B, uh, and [00:16:05] focusing also on just more trade shows and conferences than these more experiential [00:16:10] out on the street, you know, consumer brand marketing efforts.
[00:16:14] Andy Lowe: And [00:16:15] so, I had a lot of learnings, um, about, you know, [00:16:20] event production and conference and trade show marketing, and also in the B2B tech [00:16:25] space at GPJ.
[00:16:26] Andy Lowe: And so then, uh, joining Smartsheet in 2022, [00:16:30] that was another steep learning curve where this was the first time I was not just [00:16:35] executing a plan, but was helping to craft that plan and that [00:16:40] strategy.
[00:16:40] Andy Lowe: And so, there was a lot of learnings that I needed to kind of, uh. [00:16:45] Get quick with, uh, when it comes to, okay, how are we going to, [00:16:50] how do we build out the justification? How do we really communicate our ROI [00:16:55] within the organization?
[00:16:56] Andy Lowe: I've had some great teachers, um, at the company to help me [00:17:00] get up to speed and, and I'm definitely still learning.
[00:17:02] Andy Lowe: I'm not, not an expert yet, but I'm [00:17:05] definitely more knowledgeable now in this kind of space than I [00:17:10] was when I first joined Smartsheet.
[00:17:11] Rachel Moore: It sounds like trial by fire a little bit. And when someone comes through that you're just [00:17:15] like, I know all the things about the fire.
[00:17:18] Rachel Moore: And it's, it's, you know, looking [00:17:20] back to, it's like, woo, okay, we made it. I'm sure at the time it was like, oh my God, are we gonna make [00:17:25] it? And, and so I'm glad to see you on the flip side and be like, you made it, you did great.
[00:17:29] Andy Lowe: Yes.
[00:17:30] Speaker: We'll be right back with more Event Experience. After the break.
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[00:18:04] Speaker: [00:18:05] We're back to ask Andy Lowe about the goals and audience for Smartsheets ENGAGE [00:18:10] User Conference.
[00:18:12] Rachel Moore: Let's do, let's talk about ENGAGE [00:18:15] Conference. So as with any event, you know, anyone who's doing events, you always wanna start out with like, [00:18:20] what, what are our goals for this event? You know, you need some stuff to strive for so that you can try to hit the [00:18:25] mark.
[00:18:25] Rachel Moore: So I'd love to hear what are your goals around ENGAGE Conference this year?
[00:18:29] Rachel Moore: Like, what, what are you [00:18:30] trying to achieve with that?
[00:18:30] Andy Lowe: Yeah, I think, you know, when we, when we look at ENGAGE, the [00:18:35] overarching high level goal of the event is to drive business.
[00:18:38] Andy Lowe: But we know that within. [00:18:40] I guess underneath that goal of ours, we know that our audience is [00:18:45] coming to ENGAGE with their own individual goals based on their wants, [00:18:50] challenges, and processes. They're working to solve or improve upon.
[00:18:52] Andy Lowe: So we, we almost take a [00:18:55] look at our audiences and break them down into the kind of different groups [00:19:00] to understand what those goals need to be for us so that, [00:19:05] you know, ultimately we reach that goal of driving business.
[00:19:08] Andy Lowe: And so, that's [00:19:10] around developing content and experiences on site that are gonna be tailored to each [00:19:15] of those audiences, uh, to help them reach their goals, whether they're a business decision maker [00:19:20] or a new user, or a power user or an executive.
[00:19:23] Rachel Moore: Yeah. Well, [00:19:25] and, and that, that brings up, you actually segued beautifully. I couldn't have asked you to do it better to my next [00:19:30] question.
[00:19:30] Rachel Moore: The target audience for the user conference. Obviously it's users of Smartsheet, but yeah. Who, who are we [00:19:35] looking at? What kind of demographics folks are we looking at here?
[00:19:37] Andy Lowe: We are also in an interesting time with [00:19:40] ENGAGE as we're starting this multi-year strategy evolution of [00:19:45] ENGAGE.
[00:19:45] Andy Lowe: So, this is the first year we're actually targeting prospects to attend. And so, those are, [00:19:50] those are folks that aren't currently customers of Smartsheet.
[00:19:52] Andy Lowe: They may have been in the past or they may not have, [00:19:55] but we are really wanting to kind of widen the aperture of the audience that we bring to [00:20:00] the event.
[00:20:00] Andy Lowe: And so, that brings in a whole new element to the event of like, okay, [00:20:05] what content is gonna be relevant to those individuals?
[00:20:08] Andy Lowe: What experiences can [00:20:10] we tailor to help them gain an understanding, not just of the kind of [00:20:15] operational outcomes that they can deliver upon but the value that they can bring to their [00:20:20] organization.
[00:20:20] Andy Lowe: So that's a new audience we're targeting this year.
[00:20:23] Andy Lowe: We're not losing [00:20:25] sight of our, our users, which are, you know, the vast majority of [00:20:30] attendees of the event. We still need to be developing and delivering content and [00:20:35] experiences for them that will help them elevate their skills and solve those challenges that they come to the event [00:20:40] with.
[00:20:40] Andy Lowe: We're also focusing on business decision makers and, and how can we [00:20:45] communicate the value to those individuals of Smartsheet. And then, the same with executives. Like the [00:20:50] executive may not use Smartsheet, but they may have a view into Smartsheet through [00:20:55] a dashboard or be shared information through Smartsheet.
[00:20:58] Andy Lowe: So, we need to make sure that [00:21:00] they're aware of the value of the product as well, even though they may not be [00:21:05] diving into specific actions or functions of the product.
[00:21:09] Rachel Moore: Yeah, [00:21:10] I, I, it sounds a, like you, you mentioned too, like you, you're building content for each of [00:21:15] these different audiences. The prospects one's pretty exciting.
[00:21:17] Rachel Moore: And if you think about it from user conference [00:21:20] standpoint, uh, that's a great way to nurture some prospects, be like look, you're gonna be surrounded [00:21:25] by people who already using this can tell you all about their experience, but before and after they, they had it [00:21:30] and that's super smart.
[00:21:31] Rachel Moore: And that'll be really interesting to see, like, you know, how that, um, it's almost [00:21:35] positive peer pressure.
[00:21:36] Andy Lowe: Yeah.
[00:21:37] Rachel Moore: Around everybody be like, Hey, you should check this [00:21:40] out. You're surrounded by it, it's everywhere you look, you're immersed. It's gonna be really fascinating to see how that turns out, [00:21:45] eh.
[00:21:45] Andy Lowe: Yeah, it's, it's definitely a challenge for us because this hasn't been done before and so [00:21:50] we're, we're really kind of having to question some of our biases and some of the [00:21:55] historical things that we do every year or, you know, must dos and [00:22:00] so, because we need to be tailoring the event also to this new [00:22:05] audience that we want to, you know, bring into the Smartsheet community.
[00:22:08] Andy Lowe: Like ENGAGE [00:22:10] could be their first ever, you know, interaction with other Smartsheet customers. [00:22:15] And we want that one to be a positive one so they can feel like they're a member of the community, even if [00:22:20] they're not using Smartsheet yet.
[00:22:21] Rachel Moore: Yep. Absolutely. Well, let me ask you then too. [00:22:25] So with, usually we find that with any event, uh, someone is planning there, maybe there's [00:22:30] a special or unique aspect to the event. And I'd love to offer that to you if you'd like to call anything out, [00:22:35] like an innovation, maybe an element of tech or ENGAGEment or something like that.
[00:22:39] Rachel Moore: But, [00:22:40] uh, maybe an activation, but what, what do you have there? What's, what's, uh, kind of special in your back pocket for [00:22:45] ENGAGE?
[00:22:45] Andy Lowe: You know, we, we kind of just touched on it, but it's, it's our users.
[00:22:48] Andy Lowe: Our attendees that have come to [00:22:50] the event. They aren't just fans. They're, they're Smartsheet fanatics. Uh, the energy they bring to the [00:22:55] conference, their love of Smartsheet and what it can do for them and their work.
[00:22:59] Andy Lowe: When I first [00:23:00] attended ENGAGE in 2022, I was told that we had fanatics, but I didn't. I was [00:23:05] like, okay, yeah, we have fans.
[00:23:06] Andy Lowe: No. When I experienced it onsite the first year, it surprised [00:23:10] me and I was blown away with the energy they bring to the event.
[00:23:12] Andy Lowe: I'm not alone in that experience. I've had other new [00:23:15] employees, you know, talk to me about ENGAGE and, and share a similar experience [00:23:20] that they had where they were just absolutely blown away by our attendees and our users at the [00:23:25] event.
[00:23:25] Andy Lowe: I mentioned the word community, and that's really what we see with our users, [00:23:30] their willingness to share and exchange ideas, solutions, make connections at the event, and build that [00:23:35] community.
[00:23:36] Andy Lowe: I'm excited for our, for prospects to see that and get to experience [00:23:40] that, um, in person, because you can, you can talk about it, you can, you [00:23:45] know, make posts market about it, but you, you really have to be there to kind of feel and [00:23:50] experience that energy.
[00:23:51] Andy Lowe: And I, I have a little anecdote to just kind of [00:23:55] really, uh, solidify this in that, you know, every year since ENGAGE has [00:24:00] happened and, and the conference started in 2017, we've given out temporary [00:24:05] tattoos of the Smartsheet logo. And every year we run out, every year you [00:24:10] see them, you know, people put them on their arms, spend some years, people put 'em on their forehead.
[00:24:14] Andy Lowe: But [00:24:15] in 2023, a customer took it to the next level. And they, excuse me, while in [00:24:20] town in Seattle for the event, they actually got a, a tattoo of the Smartsheet logo.
[00:24:24] Andy Lowe: Oh my [00:24:25] goodness!
[00:24:25] Andy Lowe: Um, because for, for them, Smartsheet [00:24:30] gave them so much in their career that, you know, they, they are one of those fanatics and they [00:24:35] wanted to, to memorialize that on themselves.
[00:24:37] Andy Lowe: And so that, that is now kind of like [00:24:40] lore within the company when it comes to how great a fan [00:24:45] base and user base we have.
[00:24:47] Rachel Moore: A, that's amazing. B, I would imagine [00:24:50] that any notions anyone has about, "Oh, well let's redo our logo." Everybody's like, wait! [00:24:55] Put that as tattoo.
[00:24:56] Andy Lowe: Yep.
[00:24:58] Rachel Moore: Oh, I [00:25:00] know. Now, so we're, we're, uh, recording this right around the time. HBO Max, [00:25:05] Max just went back to HBO Max.
[00:25:06] Rachel Moore: So, hopefully nobody tattooed Max on themselves.
[00:25:09] Andy Lowe: Oh, [00:25:10] no.
[00:25:10] Rachel Moore: It's like, see, there's more to logo redesign than people might think.
[00:25:14] Rachel Moore: So, especially [00:25:15] for Smartsheet, that's. That is amazing.
[00:25:17] Andy Lowe: Yeah.
[00:25:17] Rachel Moore: That is, you're right, that is next level fandom. That's [00:25:20] pretty cool.
[00:25:20] Rachel Moore: Well let's, let's go internal a little bit. Um, I'd like to give you the [00:25:25] opportunity. If you wanna share any key individuals or teams, uh, that make this event possible.
[00:25:29] Rachel Moore: [00:25:30] Obviously, you're one of them and you did allude a little bit to that already about some of the internal resources [00:25:35] that, maybe you lacked or, you know, were shifting around a little bit last year now that now it's kind of solidified a [00:25:40] bit more.
[00:25:40] Rachel Moore: Like anyone that if they hadn't been involved, the event might have fa might [00:25:45] fail or fall short. Like who, who would you like to shout out?
[00:25:47] Andy Lowe: Yeah, I think the, the two people [00:25:50] that I would love to give a shout out to, for last year in supporting me was, um, our senior [00:25:55] Vice President of Marketing John at the time.
[00:25:57] Andy Lowe: What didn't have as, as great of [00:26:00] an involvement in the planning as he ended up having last year. But [00:26:05] you know, he told me upfront that like, I have faith in you, I trust you that you're gonna deliver on [00:26:10] this, but know that I'm here.
[00:26:11] Andy Lowe: If you need help, if you have questions, reach out [00:26:15] and that was absolutely the case. Like, I met with him weekly. He was there to answer any [00:26:20] questions I had.
[00:26:20] Andy Lowe: He went to bat for us with our SLT as we, as we kind of got into [00:26:25] the deeper stages of planning when it comes to finances and, and our execution plan and some of the [00:26:30] decisions we were making based on, you know, circumstances that [00:26:35] resulted in some changes year over year that like, "Hey, we need to implement this." And he said, "Okay, I trust you. [00:26:40] Like I will go to bat for you with our leadership team."
[00:26:42] Andy Lowe: So, that was really [00:26:45] beneficial to have that faith and support of him. You know, he easily could have decided that he needed [00:26:50] just take a greater role and or bring in other leaders to help, you know, [00:26:55] kind of fill that gap or, or fill that space, but, you know, he had faith in, in me and he had [00:27:00] faith in our team to deliver.
[00:27:01] Andy Lowe: And so, that was, I think, really, uh, beneficial to [00:27:05] have. And then, a second person would be, uh, Sue, who's our logistics lead for the event. She [00:27:10] is, she's done every ENGAGE so well before my time, she has all the history of the event.
[00:27:14] Andy Lowe: Uh, [00:27:15] you know, she's, she's the backbone of planning and logistics for the event. And so, [00:27:20] uh, I think without her being there so much would've fallen through the cracks.
[00:27:24] Andy Lowe: And, [00:27:25] um, her ability to, to crack a joke [00:27:30] or, or bring some, you know, lightness to a, to a challenging moment and also [00:27:35] just her expertise and historical knowledge of the event were, we're vital to, to [00:27:40] getting us through and navigating kind of what felt like a pretty, uh, tumultuous [00:27:45] period.
[00:27:45] Rachel Moore: Yeah. Oh, absolutely. Thank you too. I, I, it's always great when we kind of be like, look, you [00:27:50] know, the, it's not just, there's no I in team, there's more people that help make this happen. But, [00:27:55] um, you know, obviously anyone we can lean on too.
[00:27:57] Rachel Moore: And I, I like to, because you've [00:28:00] throughout talking to you today, you know, you've really talked about much learning, um, and, you know, steep [00:28:05] learning curves, which, you know, may maybe need a break from that for a little while, you know.
[00:28:08] Andy Lowe: Yeah.
[00:28:09] Rachel Moore: Could be like, you [00:28:10] know, just flatten out a little bit. Doesn't have to be so steep. But, uh, learning so much.
[00:28:13] Rachel Moore: And I wanted to ask you [00:28:15] like, you know, this podcast is titled Event Experience. It, it's, it was [00:28:20] created, uh, our CMO and co-founder alone, Elroy wanted event planners to learn, you know, and [00:28:25] learn from each other and stuff.
[00:28:26] Rachel Moore: What do you think that our listeners and viewers could learn from this [00:28:30] specific Event Experience of ENGAGE?
[00:28:32] Rachel Moore: What would do you think their takeaway would be?
[00:28:33] Andy Lowe: Yeah. I think what [00:28:35] immediately comes to me is that it's okay to ask for help and to lean on your colleagues and, and [00:28:40] team members. You know, even if they're, they're remit or what they're focusing on isn't [00:28:45] exactly aligned with yours, it is okay to ask for help.
[00:28:48] Andy Lowe: It's something I've, [00:28:50] I've struggled with at times in my career. Whenever I, you know, get the, what are your strengths and weaknesses [00:28:55] questions in an interview.
[00:28:56] Andy Lowe: One of my weaknesses is that I, I tend to take too much on, I [00:29:00] tend to think that I need to, to be able to handle it and it's resulted in [00:29:05] some really challenging times for me where I'm getting burnt out. I'm not, you know, [00:29:10] delivering, uh, work to, to my expectations.
[00:29:14] Andy Lowe: And [00:29:15] so, uh, there's no way I could have taken on everything last year with, with [00:29:20] my team members not being there. And I had to quiet the voice in my head that [00:29:25] says to me, you know, you need to be able to take this on.
[00:29:27] Andy Lowe: You need to prove your worth by being able to handle it. [00:29:30] So yeah, I would just say it's okay to ask for help and, and lean on your team.
[00:29:33] Rachel Moore: Really great [00:29:35] advice. Yeah, I, I agree. It's, we all might think we are like, "Nope, I'm a warrior [00:29:40] party of one and nobody can help me unless I do it myself"
[00:29:42] Rachel Moore: It's like, oh my gosh. But no, just, just, it's [00:29:45] okay. And you're right, I think it's, it's, we can find that, we could be scared to ask for help, but [00:29:50] even if the, the person's like, well that's not necessarily my scope, but I wanna help you out.
[00:29:53] Rachel Moore: You know, and sometimes just [00:29:55] that is enough. It's like, thanks, thanks for listening. I appreciate that.
[00:29:58] Rachel Moore: Easiest question of all [00:30:00] next. Where can our listeners find and follow you online?
[00:30:03] Andy Lowe: Yeah. Um, I'm mainly on [00:30:05] LinkedIn. I'm Andy Lowe, uh, on LinkedIn, and I'm the only Andy Lowe at Smartsheet, so if you [00:30:10] come across me, you'll, that'll be the one.
[00:30:21] Speaker: Andy's advice for event pros to skill up can lead them to vast [00:30:25] success if they start with one single characteristic.
[00:30:28] Andy Lowe: Stay curious. I found in my [00:30:30] career that my curiosity has been an invaluable asset. In many ways it, it, it's acted [00:30:35] as a compass for me, helping me navigate steps and moments of not just my career, but, but [00:30:40] also my life.
[00:30:40] Andy Lowe: Like, there's a few examples that stand out to me of, you know, I, I was living in [00:30:45] California and I moved to Texas to take the job at George P. Johnson. And, and that set me on [00:30:50] this current path of event marketing within the tech industry.
[00:30:53] Andy Lowe: Another one being that I, you [00:30:55] know, during, uh. The kind of quarantine lockdown of, of Covid I, [00:31:00] I pursued and completed my master's degree with San Diego State University.
[00:31:03] Andy Lowe: And you know, [00:31:05] went there because I was curious. I wanted to learn what it takes to be a leader within the industry, and I [00:31:10] wanted to, to better understand how the C-Suite views events and how they think about it and how I can [00:31:15] better justify, um, those efforts.
[00:31:17] Andy Lowe: And so, and even just a, a current [00:31:20] one is AI in events, you know, last one to two years, the advancement in adoption of [00:31:25] AI has spanned globally. And, and not just within events, but everywhere.
[00:31:29] Andy Lowe: Right now, [00:31:30] I'm, I'm trying to best understand how I can better leverage that tool to [00:31:35] improve my work and the events for, for Smartsheet customers.
[00:31:38] Speaker: Thanks again to Andy [00:31:40] Lowe for joining us on Event Experience, and thank you for listening. If you're enjoying the show, [00:31:45] we'd love to hear it.
[00:31:45] Speaker: Connect with us on social and subscribe, rate, and review us wherever you're listening.[00:31:50]
[00:31:50] Speaker: Also, don't forget to share the show with your colleagues and friends. You can find [00:31:55] transcripts of each episode and key takeaways on bizzabo.com/podcast.[00:32:00] [00:32:00] Speaker: On behalf of the team, thank you. We'll gather again soon for a new episode of event [00:32:05] Experience. [00:32:10] [00:32:15]
