Experience and emotion: Against digital transformation
On November 7, MCH Global, formerly Rufener Events, launched its trend study "Future Trends 2020". The antidote to digital transformation is called experience.
Innovation and disruption are pressing us from all sides, says the introduction to the "Future Trends 2020" trend study by MCH Global, formerly Rufener Events, which changed its name in 2018. And the answer is experience and emotion. There's nothing wrong with that.
Customers today don't want to listen to brands about what they say. They want emotional, lasting experiences and to identify with a brand. Brands are judged by the feelings they evoke in us, not by their advertising messages. These were topics presented at the launch of the Future Trends 2020 study at MCH Global (pictured above).
The small difference
The days of so-called futurology or trend research have long been numbered. They had already passed their zenith 10 years ago, because they mostly drew their insights from the past. What is in demand today are consultants on the subject of "digital" or hybrid digital and real-time experiences. So what does the "Future Trends 2020" study do?
You have to give MCH Global credit for understanding the topic of "digital" and hybrid experiences. And that the study names "trends" that have relevance, also for small and medium-sized enterprises, not just for the advertising brochure.
Future Trends: The contents of the study
The launch of the trend study was accompanied by digital applications such as a flight simulator or facial recognition and made the major theme of the study "Experience" or "Emotion" more credible. The facial recognition system from MCH Global Partner Vicarvision measures the emotions and the profile of a guest at exhibitions and events and is a further development of Big Data into Smart Data.
One of the ten trends is called - surprise, surprise - "festivalization." The single-track keynote speaker format has become exhausted and tiresome. What is important in the future is "dialog" (instead of brand monologue) and that is undoubtedly true.
The ten trends are...
- Storyscaping (landscapes of gripping stories)
- Proximity (closer to the customer)
- The Human Touch (Man before Machine)
- Accountability (honesty, sincerity)
- Continuity (integrated, persistent experiences)
- Emotional Data (data about emotions instead of lots of data)
- Festivalisation
- Hyper-personalization (customized, individual experiences)
- The Unexpected (moments of surprise)
- and Calmtrasting (calmness as contrast in the information overkill).
The study can downloaded free of charge will be. An elaboration on the ten trends and an interview with trend and innovation strategy consultant Harry Hofstetter (Reflection Marketing, pictured above presenting the study) appears in the Yearbook Trade Fair & Events by Expodata Live Communication on December 15, 2019..
The quiet transformation
The intelligent study could help MCH Global to partially re-establish or maintain the rank of the former Rufener Events in Switzerland, where there are now only just under a handful of truly creative event agencies. But why "Global"? Does the agency, which already has offices in Dubai and Hong Kong, see its own future abroad? Is that the reason why the study is available in English and not in German?
And what happens when MCH Group, as rumored on September 19, 2019, sold its Live Marketing Solutions, of which it was so proud for so long, for economic reasons? Is there a management buyout? Will there be a return to the renowned "Rufener Events" brand, which is well known in Switzerland? Answers to these questions can also be found in the Messe + Events Yearbook of 15 December.
