Tech
Virtually viral
Tech expert James Morgan investigates virtual
alternatives to keep conversations flowing
R
ight now, the event
industry is demonstrating
the incredible resilience it’s
renowned for. We’re great
problem solvers, and with
so many cancellations and
postponements of events,
it is clear that the industry
still needs to engage with its
customers, and some of this
this can be done through
innovation in technology.
Let’s take an example from
the Burning Man festival’s
engagement strategy. They
use content rich online
engagement as well as live
engagement before and after
the event. The organisers
activate the ‘Burner’
communities world-wide to
get messages out.
Burner communities
in major cities around
the world come together
live, and online to share
their experiences. This
engagement strategy not
only supports the super-
fans going ‘cold turkey’,
but also motivates future
attendance. The strategy
also allows the organisers
to get out key messages
and propagate involvement
for the following season.
Is this type of engagement
strategy – where networking
takes place, knowledge is
exchanged and experiences
are shared - something
that might work for show
organisers in the current
climate?
I think we can learn from
their strategy. After all, the
show must go on, even if it
is later in the year or next
year. So, how about engaging
virtually by promoting
sponsors, exhibitors and
off course engaging with
visitors?
There is a mountain of
programmed content,
speakers lined-up and ready
with presentations, as well as
show sponsor and exhibitor
content out there. It hasn’t
been used, so let’s use it.
We offer organisers some
suggestions on providers of
virtual exhibitions, virtual
networking and virtual
content delivery.
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