Conference & Meetings World Issue 115 | Page 19

Digitisation

than the other , rather a strategy that incorporates ‘ a bit of both ’ is seen as the key .
‘ A monetisation journey ’, a term coined by the MBB-Consulting Group , is presented as an instrument for extending the lifecycle of an event . By creating a hybrid event , organisers can enhance the timeline that content is accessible for , creating better value for clients . Timothy Skennion , managing director of Derabo Advisory Group , stated : “ Hybrid events provide a blank canvas for reinventing the event experience - for attendees and sponsors alike - through unlimited formats , content and engagement .”
This chapter is concluded by examining methods to monetise visitors . A tiered system is recommended , where organisers can offer , at its most basic , limited free entrance to an event , or at its most exclusive , an access all areas ‘ VIP ’ pass that can be ticketed . Transparency on data is highlighted as crucial for organisers , especially when social media companies such as LinkedIn , Google and Facebook provide these statistics in real time for customers .
to clients was critical to attaining credibility . Raoul Monks , CEO and founder of Flume Training , provides insight on how to walk clients through what they are hoping to achieve and how solutions can be provided digitally .
Two schools of people are presented as the solution to ‘ structuring for success ’ by digitally transforming : specialists and generalists . Neither one approach is identified as being better
“ The benchmark target of around 25 % revenue forecast to come from digital seems to be a pretty accurate reflection on the journey organisers are on ”
Go-to-market checklist The final chapter provides a summary ‘ go-to-market checklist ’. This checklist , consisting of 10 key points , aims to help organisers assess whether they have made all the appropriate steps to make the transition to a digital model successfully , covering the major points covered throughout the e-book .
The Monetisation Blueprint is a concise analysis of the problems and opportunities presented by this period of uncertainty . The publication is the third e-book of ExpoPlatform ’ s Future of Events series , and Bilton commends it as an offer of “ practical advice of how to make this shift ”.
This has only been a brief outline of ExpoPlatform ’ s top tips and vision of how to negotiate this uncharted road and take advantage of what this digital age has to offer . For a full version of the e-book , visit www . expoplatform . com
Adapting your sales team Chapter three takes a look at ‘ How to adapt your sales team to the new world ’. ExpoPlatform asks whether traditional event organisers have credibility to sell online . A clear trend emerged that a willingness to change and provide relevant solutions
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