Festivalization - or is less morein B-to-B?
What can events do that the Internet can't? And what can the Internet do that face-to-face communication can't? Roger R. Rosser of Rosser Events explores these fundamental questions.
The more digital becomes the norm, the more people appreciate real experiences again. In our complex world, the desire for real encounters and emotional contact directly in the heart or in the stomach is not diminishing. On the contrary. People want to meet, make personal contacts, exchange ideas and experience things together - because it triggers feelings.
And what can the Internet do that live communication can't? Nothing at the moment. Or have you ever had goosebumps during a live stream broadcast on the Internet? And what will we all remember most? Only the "live" experience. A well-produced event is always a sensory experience that awakens and triggers emotions. This experience of feelings and atmosphere, with all its facets, can probably only be conveyed virtually to a limited extent in the near future.
The tenor is that trade fairs need more "entertainment", a strong festival character. What is the point of this in a business-to-business environment, where it is all about doing business? A trade fair must be an experience platform. After all, trade visitors also want the unexpected, the spectacle, the wow experience, that special something. "Festivalization" - with a successful spatial concept, different themed areas and varied furnishings - is certainly an interesting approach to pursue. After all, "doing business" is also more relaxed and informal in creatively designed fresh areas and is more fun. Will "festivalization" be the answer? The future will tell. Perhaps less is more? Trade fairs should also consider whether the chosen annual rhythm is still appropriate.
A detailed article will follow in the print edition of Expodata Live Communication on April 11, 2019.
