Insight: Issue 104 | 21 Sept

How’s about an overdue catchup?

After a strange couple of weeks for the industry (and the rest of the UK population), we thought it about time to regroup for a little recap as to what’s been going on in the world. So, in the week where we payed our respects to the nations longest reigning monarch – and King Charles III took to the throne, why don’t we have a ganders and see what’s what?

This week we’re talking; Picture special: Queen Elizabeth II at exhibitions; The state of the event tech industry; Making digital data make sense for exhibitors; Event Legacies: How Events Can Create a Long-lasting Impact?; and Universities risk failure with virtual production investments.

Picture special: Queen Elizabeth II at exhibitions

As Britain’s longest reigning monarch, HM Queen Elizabeth II saw her fair share of trade shows and exhibitions. Over her 70 years of service, her devout passion for events such as the RHS Chelsea Flower Show and Belfast’s Balmoral Show went pretty much unrivalled. In a collection of photographs collated by Exhibition News UK, we can see the Queen enjoying some of her best loved events.

The state of the event tech industry

As we all know, the sector had to adapt during the COVID-19 pandemic. Swapping in-person events for the virtual experience saw tech solutions popping up like mushrooms. For over two years, innovation was at the core of the industry, with organisers adopting new advanced methods in order to stage events and engage with audiences.

However, with the return of live, in-person experience, has the demand for digital integration declined? Well, in an interview conducted by event tech expert Jack Geddes with eight company founders and CEO’s, it seem’s the jury’s out.

Cem Kocu, founder and CEO of Eventogy, gives his opinion on how the adoption of tech is likely to continue, “I believe that virtual events, although a temporary buzz word within the industry, will not continue to form a major priority for the delivery of Events, but will in fact form part of the corporate narrative in ensuring that they continue to provide sustainable services by reducing their carbon footprint by providing a hybrid events solution, minimising the demands of hospitality costs in hotels, catering and transportation.” It looks like it’s here for the long run!

Making digital data make sense for exhibitors

In an interview with executive strategic advisor at BPA Worldwide Glenn Hansen, exhibitor marketing expert and member of the RSDE conversation (Reporting Standards for Digital Events) Robyn Davis, outlines the value of data standards for digital events.

Discussing the challenges that industry professionals face when understanding what the data means, Davis underlines the importance of RSDE and how the resource has enabled organisers and exhibitors to effectively harness digital metrics.

“It felt like, in many cases, getting the right data was an after thought rather than something that could shape their strategic efforts. This is a huge red flag for me because, if you aren’t clear on what data you need or how you’ll use it (before any event), you’re likely to overlook some of the key components you should be tracking. Then, without the right data (after the event), you’ll be stuck relying on your memories and using ‘trial and error’ to improve next time, which is generally not very efficient.”

On key steps for event profs to take, she suggests, “The first step I’d recommend is that you review the RSDE glossary and start swapping your current terms and definitions for the official ones. This way, we can all speak the “same language” and enjoy more productive conversations around digital events.”

It’s time to harness the power of data. Big time.

Event Legacies: How Events Can Create a Long-lasting Impact?

Once it’s done, how can an event ‘live on’? In the past, the measure of an event’s success was primarily recognised through factors such as strong attendance numbers, stimulating sessions and panels, robust sponsorship programmes, and unique social programmes. However, there has been a shift in mindset. The emphasis on legacy has become a huge priority for industry professionals, an objective Patranuch Sudasna of CDM Thailand defines as “a long-term positive impact to the industry, the host country, and beyond.”

As a fairly new part of the event strategy, organisers and associations look for support in achieving this goal. A large part of creating this lasting impact lies in the host city/destination, and collaborating with local stakeholders, institutions and non-profit groups is key to making it a great success story. One such example that highlights the power of ‘legacy’ is Madrid’s ESTRO 2021, an event which went on to ensure that every hospital in Spain received radiology equipment.

Sudasna offers a few handy how-to’s to achieve legacy goals:

• Invite local institutions, the convention bureau and the host city to be involved from the early stages of planning an event;

• Encourage collaboration among the local stakeholders so they feel they are an active part of the organisation of the event;

• Identify types of activities which resonate with their society. Then, contact notable non-profit groups.

Fundamentally, a successful legacy all comes down to teamwork. And teamwork makes the dream work (as they say). 

Universities risk failure with virtual production investments

High-end broadcast technology has take the world of Higher eduction in a big way.

The installation of studios with LED volumes and sophisticated tracking systems in some universities certainly appeals to budding broadcast media students, but it’s got industry professionals, like Jonathan Hughes of ATG Danmon saying “does whizzy translate into high quality courses?”

The issue that’s becoming apparent is that the introduction of latest-gen gear is detracting from the value of the teaching, with most tutors being unfamiliar with the technology. While Hughes argues that lecturers can be brought up to speed with the advancements in tech, this takes time, and with products like LED system Mo-Sys training courses taking 10 days, he asks “How many lecturers can give up 10 days to go take the training?”

That’s your lot today guys and girls. We’ll rendezvous next week for another events news sesh. See you then!