39 Research
S WANT industry someone you ’ ve only met before on social media , or grabbing a coffee with a new friend you have met while exploring a show .”
Access to peers with similar journeys and challenges comes out as an important element . Tripp suggests that focus groups and roundtable discussions will have an even greater place in the future . One respondent noted that ‘ access to peers solving similar problems ’ was their top driver for attending an event , continuing “ it ’ s the group therapy that validates and inspires me ”.
Content Respondents said that they want sessions which deliver actionable insights and takeaways . Networking yet again comes up , as within content sessions there is a need for attendees to engage and share thoughts with each other while they learn .
“ The peer-to-peer exchange does not purely need to be constrained to leader-level roundtable events and the like ,” says Tripp . “ We all have the opportunity to interact with each other while learning and to introduce more interactive formats .”
On formats , there is a split in the survey results . “ Ultimately , the speaker and topic is more important than the format in which it is presented , but they must go back to the ‘ why ’ and meet the objectives of the attendees ,” Tripp adds . Indeed , a response from one eventprof read : “ Innovative formats are great but that depends on my objectives at the end of the day on how I want to take in the content . I don ’ t need a song and dance if it ’ s more workshop or webinar-style content delivery , but the speaker does have to make the effort in perfecting their presentation and being engaging as well as driving engagement amongst attendees .”
For many , the value lies in interaction . This doesn ’ t necessarily mean it has to be a so-called ‘ disruptive ’ format . Tripp says it is important not to neglect the importance of human connection and interaction . “ Is the speaker interacting with the audience ? If it ’ s an often-repeated topic , is there something in the delivery and production format that the attendees can learn from and take away ?” she says .
International Confex Duncan Custerson is event director for International Confex , a two-day trade show for the industry , which is
Above : Juliet Tripp , corporate event manager
scheduled to take place at ExCeL London on 22-23 June this year , a day after the economy is planned to reopen . Indeed , Tripp will be co-moderating the Keynote Theatre at the event itself .
“ International Confex 2021 is ready to run as a live event adhering to all safe secure standards ,” he says . “ Collaboration has been the word of the year . I ’ m pleased to say that the confidence to attend is overwhelming , our visitor registration is up 168 % year-on-year as I speak . We are , therefore , committed to giving the industry what it wants and needs .”
As part of the research , Tripp asked Custerson what is top of the list for the show when it comes to creating a new type of experience for eventprofs in 2021 and beyond ?
“ Immersive experience has always been a big part of impactful live events and while just leaving the house will feel like a rollercoaster of emotions , I think very quickly the expectation for big sensory experiences will be paramount .
“ We have all missed them , they are undoubtedly a part of the human psychology in making connections and forming lasting business relationships . So , it will be all about shining a light on what it is about live that cannot be replicated virtually .” www . conference-news . co . uk