A time for reset: The event industry’s Uber moment

Who would have thought that 2020 would be a year of such upheaval and chaos for so many industries?

By Chanelle Hingston, group director: Power and Energy Africa, Clarion Events Africa

As lockdown levels slowly start to ease up there are more and more glimmers of hope for the event industry which has been so greatly impacted by this global pandemic. But it has not been all doom and gloom, as amongst all of this upheaval and chaos, it also created the space for much learning and opportunities for innovation. This could be the disruption that was much needed in our industry. Our Uber moment.

Like many of us, we have been navigating our way in understanding how to deliver value to our customers through digital platforms. In my opinion, nothing compares to the face-to-face connection. The magic happens when people gather. There is an energy about it.

Relationships are formed and a sense of purpose is uncovered and shared. While I do not see digital events replacing a live experience, there is plenty of opportunity for them to enhance live events and play a vital role. Technology and digital offerings need to be incorporated into our events going forward and not be an after-thought.

Of course, now there is also no doubt of the power of digital, and the impact it is having on reshaping our industry. It has driven much needed innovation which has been accelerated by Covid-19. We now have the chance and the impetus to develop a range of products and offers to complement our brands at a time when our customers want solutions and options. Staying close to market and understanding our customers’ needs will ensure that we are providing them with solutions that best suit their needs to accelerate them along their road to recovery. There is no better time to get closer to our customers to ensure that we are providing true value.

Content is also becoming increasingly prevalent as a driver for engagement. Therefore, it is so important to understand the market and ensure that we are providing relevant and real insights into the industry we serve.

Events and meetings will recover, but it will not quite be the same. And I do not think this is necessarily a bad thing. As we emerge from this period of chaos and the dust starts to settle, we need to ensure that we position and rebuild our businesses for the future. We have the potential to survive– and to thrive.

It is time for new technologies and startups to emerge and to help reshape the industry. A time for reset.