Focus on Analysis, Strategy and Target Achievement
Now in the second year of the pandemic, five top trends are on the horizon that will play a key role in the restart phase for the MICE industry. René Proske, owner and managing director of Proske GmbH, has summarised the trends.
Didactics are changing
The path is moving away from classic event formats. The event content no longer dictates the format; instead, the format is determined by the session content and the respective goal. Whereas pre-Corona meetings often were dominated by frontal lectures and occupied a larger time window due to travel expenses, this will change in the direction of multi-stage short meetings with a thematic focus. This prediction is shared, for example, by Professor Stefan Luppold, Head of the Department of Trade Fair, Congress and Event Management at the Baden-Württemberg Cooperative State University.
Hybrid is the trend of the times
Hybrid events have been attracting a great deal of interest for some time now, and the pandemic has given their popularity an additional boost. The number of hybrid events has increased significantly in recent months and continues to grow, as does the acceptance of participants for this format. The combination of classic face-to-face events and digital technologies is always a good idea when a wider reach needs to be generated and new target groups need to be acquired or included. For formats such as conferences and congresses, there are opportunities for growth here, as this can result in the integration of previously non-convertible customer groups.
Innovation fills the impact vacuum between live and virtual events
With the integration of innovative technologies and methods such as AI and data science, the user/attendee journey can be personalized. This can sustainably compensate for the impact vacuum that has developed between live and virtual events.
Commercial potential is growing and events are becoming a point of sale
Technical innovations make it possible to integrate event modules/event formats into the classic customer journey of strategic marketing communication. An AI-based event platform is a data-driven communication channel that is comparable to online, search engine and performance marketing or social media. An event becomes an integral part of the point of sale.
Focus on Involvement
Another area of focus will be on tools, apps and methods. They support the networking of participants in virtual and hybrid event formats and lead directly to active participation and interaction.
Conclusion
Conventional MICE aspects such as logistics and/or travel are losing importance. Content aspects such as strategic communication and digital transformation now dominate. This will catapult the event industry forward as stakeholders become simultaneously more focused, analytical, and strategic to achieve, consolidate, and optimize their goals and objectives.
Caption: René Proske (Photo: Proske GmbH)
Proske GmbH
Proske GmbH has been offering customized solutions in 360°service for marketing and event management since 1986. Their expertise includes the development and implementation of Strategic Meeting Management Programs (SMMPs) – individually tailored to the specific requirements of each company as well as the execution of digital and non-digital events nationally and internationally on six continents.
The company’s newest business segment is the Virtual Venue platform. With this virtual venue, customers can realize meetings and events of any size and style in real time. Proske GmbH delivers tailor-made solutions for web-based events with the relevant digital and interactive features and comprehensive logistics.
The family-owned event management and marketing agency is active in more than 70 countries on six continents and has about 80 employees worldwide, who speak 16 different languages. The central office of Proske GmbH is located in Rosenheim and the company has additional offices in Munich and New York.
Proske GmbH
Dreifaltigkeitsplatz 1A
D-80331 Munich
Contact: Patric Weiler
Telephone: +49 89 54 47 94 81 52
E-mail: patric.weiler@proske.com
Web: www.proske.com and www.proske-virtual-venue.com
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