MARKETING TRENDS |
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play as part of the visitor experience . Many appear to be investing more in the delivery and volume of good quality seminar content and other features on the show floor . There also seems to be an increased amount of content being developed following independent research with visitors . This type of research allows organisers to get a qualitative understanding of the visitor audience , their challenges , what they like and dislike about the event and what would encourage them to attend .
Investment in visitor research can support delivering the right type of content which encourages both attendance and stickiness . With a focus on relevant content the visitor is likely to stay longer , not only
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because they can connect with suppliers , but also hear their challenges addressed . This trend is reflected in the increasing numbers of requests coming from exhibition organisers wanting research with different segments of their audience to identify their specific needs . There appears to be less reliance on filling stages with vendor-led content . With the emerging trend for immersive experiences organisers are also reflecting what role this could play in their own events .
Harnessing the power of data
The landscape of largescale events is undergoing a rapid metamorphosis , fuelled largely by innovations in information and communications technology ,
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in particular through the use of data . In this era of digital disruption , event organisers must embrace the changing dynamics of audience group behaviour and leverage emerging technologies to stay ahead of the game .
This accelerating shift is creating vast new opportunities for organisers to harness their data to better inform their strategies , enhance their service offerings , improve their value propositions and in doing so , achieve unprecedented success in this emerging brave new world . If they fail to do so , they could find themselves left in the dust , beholden to the soma of their competitors .
Technology has fundamentally reshaped the way in which audiences engage with events , and
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organisers now have access to a trove of data that can provide a much deeper understanding of audience behaviour . Social media platforms , mobile devices , and digital experiences have become integral parts of the events ecosystem , and allow organisers to engage their audiences much more meaningfully before , during and after an event . However , far greater change is to come and organisers must embrace the need to keep adapting to more effectively connect with their target audiences and align their services with changing prospects and arising potentials .
TEMBO Refresh offers a broad range of consultancy services that can help event organisers leverage their resources to tap into these emergent potentials .
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Summer — 41 |