Events of the future will be always on

People are coming back, but the virtual genius can’t go back to the bottle

Reinventing Live, the new book by Denzil Rankine and Marco Giberti from Anthem Press is a comprehensive analysis of the past, present, and future of events. But that is why future marketers are fighting now, as well as participating organizers.

Most marketers expect exciting opportunities in the coming year. But does that mean that by 2020 we will have to say goodbye to fast-growing virtual environments and that brands are also willing to bear the costs of participating in live events, including the carbon footprint of business travel?

We saw these issues more closely in a conversation with one of the book’s authors, Denzil Rankine, founder and CEO of AMR International, a strategic consulting firm.

Let’s go back to the team, right?

“We have a mix,” he said. ‘We will see that some versions of the events work very well online; influencing business, making money, and so on. And some models, like individual meetings, work that way. “

Some face-to-face events are certain to return, but they will be smaller and the number of participants is likely to decrease. ‘We will see that some of the few digital events will happen and therefore each personality must be supported by digital tools.

This does not mean that some organizers do not want to go digital. I think a lot of people are going to try, because they’re just saying, ‘Oh, that was a nightmare. Some people like to read paper newspapers, they have ink in their blood.

The return of events becomes a mess. In a few years, Rankine will say: “We are not even going to talk about virtual or hybrid. We are just talking about events; the problem is that you have all these digital extensions.

The cost of personal opportunities

There may be barriers to the success of virtual events, regardless of the organizers and participants. In addition to the negative impact on the environment associated with unnecessary air travel, people are aware of brands that may or may not have wallets that companies paid for last year. and hotel accommodation.

The same goes for offices. “We will never go back to the office. It will be the same answer. People go back to the office, but they get smaller, the time they spend decreases and people work more at home. Of course, the best accountants get in the way, and of course, some people get on the plane because that’s what they want to do – you see all the extremes.

An event strategy that always happens

One thing the brands worked on long before the pandemic, often with little success, was observing and engaging participants in the biggest live shows of the year. Rankine believes that this should be resolved in the future.

“365 is ambitious and difficult,” he admitted. If there is a 365-day workflow, it can become a realistic goal. Where are you from, we just celebrated the annual party, we are doing something different, we are in contact with ‘real instruments.

Digital platforms can be used to create a continuous expansion of events with relevant communities. It is also worth working with the corporate media to reach the right audience. Take baby steps. Do not think that you can arrive at night.

The limits of virtual networks

One thing that was made clear to organizers and participants during the pandemic is that virtual networks are not very satisfactory, although many people say they appreciate the network’s resources.

“We still have a long way to go,” said Rankine, “but never say that with software. I can’t think of a perfect network platform. Ah, this is how you need to find yourself.” We are still a long way from here.

The meaning of hybrid

Hybrid events can mean anything from a global live broadcast of a personal event to a personal event using certain digital assets or an associated application event. How does Rankine view the hybrid? ‘I think we’re leaving

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