“ All of that information about the people that are coming , the people they are meeting , you get a much better and deeper understanding of why people come , what do they want out of this ? Who do they want to be meeting more or learning from ?
“ As a business , we ’ re really focused on that , better utilising the data that we have . That ’ s exactly how we want to make sure that we ’ re using technology to continue to evolve . The better we know our customers , and the more we know about them ; the more we can think of new , different and innovative ways to create an evolved value proposition for them .”
Future proofing The challenges of the past few years have brought some lessons on not being complacent and preparing for the future . Hyve had thriving businesses
“ It comes from the ability to provide customers with an entire calendar of opportunities , to learn , and network and trade both online and in person throughout the entire year .”
in both Russia and Ukraine and saw its share price drop rapidly when the war started . The company had 206 staff in Russia , as well as 87 in Ukraine , before they formally pulled out of Russia in March . In July , they announced the sale of the Ukrainian arm of the business in a management buyout .
With a recession looming there are further storm clouds ahead .
“ Things are always going to continue to change . You can ’ t get complacent ,” says Natinsky .
“ I think one of the things that that we ’ re keeping in mind as the economy is tightening , is that marketing will need to continue and people will need to meet and these events will have to take place . It will just be even more important to have the best offering , you ’ re going to need to prove to your customers that they are going to get ROI by coming to your event , that the value is there .
“ We know they ’ re going to have to choose where that marketing spend is going , but we ’ re confident that they ’ re going to double down on live and that they know that is where they ’ re going to be able to get the value that they need to meet the evolving needs of their business , because we ’ ve put ourselves at the heart of that ecosystem .” EN
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