AAXO NEWS

Embracing the change

Just like many of you, we too have been navigating our way in understanding how to deliver value to our customers through digital platforms.

By Chanelle Hingston, group director, Clarion Events Africa.

I would like to share some key learnings that have come from moving from our live event model to a digital format.

1. Content is (still) king

Tip: ‘Conversation NOT Presentation’.

Content is the main reason for attending virtual events. Networking and exhibiting elements cannot be well replicated from live events. Ensure that you are delivering higher quality, more independent content with an ‘audience first’ mindset that helps to deliver true value to our attendees. Stylistically, ‘Conversation not presentation’ is a key, especially with there being so much webinar fatigue.

2. 365 engagements are the new normal.

Tip: cater for all personas.

An annual, digital editorial calendar should be designed to support and structure audience and sponsor engagement programmes the whole year round. This approach allows our event brands to better integrate digital solutions into sponsor campaigns which have previously been dominated by – sometimes exclusively – live events. All key personae should be engaged, throughout the whole year, through targeted and niche ‘gatherings’.

3.Market/Customer focus creates competitive advantage.

Tip: get on the phone and into data.

Constantly talking to our audience (buyers and vendors) creates competitive advantage with better, more relevant products for our markets. ‘Quick and easy’ content, via desk research without understanding the key challenges and opportunities in our markets will not make you stand out.

The rush of the inpersonal experience might be making a comeback, but don’t drop the ball on digital. Learn how to use it to better enhance your inperson experience or else you may soon be left behind.