Rather than go all-out , they held a number of satellite events , including taking over a restaurant to create a more personable experience . Pop-up events , she said , were now a major part of IBM ’ s engagement strategies .

Yet , while IBM might pop-up , their reason for doing so is formally structured . Bisconti outlined that making these micro-events work was based on data metrics , storytelling , embracing co-creation of content , and being as sustainable as possible . Attendees were often targetted by invitation only . Doing things to scale like before no longer served the same purpose . “ All decisions should be based on data ,” she said . “ Growth and comfort never co-exist ,” she added , quoting Ginni Rometty , IBM ’ s former executive chair .

Where is the value ? Day two began with a lively keynote delivered by Patrick van der Pijl and

Niki Seelen , CEO and business designer respectively , of Business Models Inc . Their job is to help corporates develop new business plans . According to van der Pijl , digital technology has accelerated seven years due to the pandemic . Customer behaviour has changed forever , and it is vital that event organisers understand this and adapt .

He used Amazon as an example . While many people used Amazon before the pandemic , the lockdowns forced change among those who had not . As a result , people all over the world have got used to same-day delivery of products . The same is true when booking holidays at the touch of an app button : everyone expects instant gratification . Seelen cited the example of Dreamforce , the global event brand by Salesforce . While exact details of its recent hybrid event were not disclosed , it was the business design strategy which was the key education for the PCMA membership .

Above : PCMA

leading from

the front

Seelen said organisations must define their strategy . Search first , then execute , she said . Breaking this down , to understand your audience needs , you must explore , build and optimise , she said . For execution , amplify your message and sustain it .

Seelen noted Formula 1 as a case in point in changing business design . When Liberty Media took over the sport in 2016 , they took on one of the most powerful brands in the world , but remarkably one that refused to use social media or any other platform beyond TV . Liberty realised that that consumer viewer habits had changed drastically , which led them towards Netflix . Rather than entice younger generations to simply watch races on TV , they created a docu-series called Drive to Survive , which showed a more human , accessible sport , and was delivered over the popular streaming service . The traditional model of Sunday afternoon races remains , and TV viewing has gone through the roof globally by using the power of popular platforms .

Making the most of Vienna Vienna ’ s location in the heart of Europe and its role as a hub between East and West are among its biggest strengths and its versatile meeting infrastructure is concentrated in a compact area . Its three major convention centres : the Austria Center Vienna , HOFBURG Vienna , and Messe Wien Exhibition & Congress Center , are supplemented by around 240 additional diverse event locations . Most are easy to reach on foot or by public transportation . A welcome reception was hosted at the Hilton Vienna Park for PCMA delegates , with the Festival of Vienna dinner taking place over the road at the stunning MAKMuseum . Vienna Convention Bureau and the Austrian National Tourist Office organised several activity trips , from a secret food tour to a visit to Seestadt , a smart city within a city , offering a glimpse of how the future might look .