Tech bent for events

Sab­bas Joseph, Pres­i­dent, Event and Entertainment Man­age­ment As­so­ci­a­tion of In­dia (EEMA), talks about the evo­lu­tion of the events in­dus­try and how it re­lies a great deal on tech­nol­ogy

Micetalk - - Contents - Anupriya Bish­noi

What role does EEMA play in the in­dus­try? EEMA is an ef­fort to bring to­gether lead­ers of MICE, events, ex­hi­bi­tions, and the wed­ding in­dus­try on one plat­form to be able to learn from each other, to ex­plore busi­ness op­por­tu­ni­ties, and to think to­gether about the fu­ture. More than any­thing else, it’s about bring­ing lead­ers to­gether.

So­cial me­dia gives a boost to events th­ese days. What is your take?

So­cial me­dia has be­come an im­por­tant tool for pro­mot­ing at a much larger scale. I can do an event for 50 peo­ple in a room or I can use a so­cial me­dia plat­form like Snapchat, In­sta­gram, Face­book, Twit­ter, etc., and take the event to a much larger au­di­ence across the world. I can tar­get dif­fer­ent peo­ple, busi­ness in­flu­encers, the en­tire busi­ness com­mu­nity, and get them to lis­ten to what is hap­pen­ing at a par­tic­u­lar event. In some ways, I am de­pen­dent on me­dia and in some I am de­pen­dent on so­cial me­dia to ac­tu­ally reach out to a gi­gan­tic group of peo­ple, some­thing that was not pos­si­ble be­fore so­cial me­dia swept the dig­i­tal mar­ket.

How has the events in­dus­try evolved in the past few years?

I think, the events in­dus­try has been in a con­stant state of evo­lu­tion. Growth in the last few years has been cen­tred around tech­nol­ogy, cre­ativ­ity, dig­i­tal for­ays, new ideas, new mar­kets, etc. Also, the events in­dus­try of to­day is not just about the au­di­ence in the room but also about the au­di­ence out­side. What can the events in­dus­try ben­e­fit from in the com­ing years?

I think it can ben­e­fit from mul­ti­ple av­enues. Firstly, think­ing as one, func­tion­ing as one, and at the same time be­ing an in­di­vid­ual, each one un­der­stand­ing their strengths and build­ing on those strengths, thereby build­ing their own brand will be ben­e­fi­cial. Se­condly, cer­tain pol­icy changes re­quired at the gov­ern­ment level can help boost the busi­ness of the events in­dus­try.

I think that li­cences need to be sim­pli­fied and be avail­able on­line. Mul­tipur­pose sta­di­ums, foot­ball fields, and cricket sta­di­ums should be made avail­able for ex­hi­bi­tions, con­certs, etc. This will be good for the en­tire in­dus­try. Once you have all of this, you will have a lot of global play­ers com­ing into the coun­try.

What ex­actly are you do­ing to en­gage au­di­ences dur­ing events?

With use of tech­nol­ogy gain­ing mo­men­tum, in­ter­ac­tive ses­sions have be­come im­per­a­tive; 3D ex­pe­ri­ences have also now gone be­yond touch and feel. We aim to pro­vide au­di­ences with th­ese ex­pe­ri­ences.

How are you pro­vid­ing seam­less ser­vices to MICE clients?

Events are all about hos­pi­tal­ity, de­liv­ery, hav­ing ev­ery­thing on your fin­ger­tips and your hand­helds. A MICE de­vel­oper has all the in­for­ma­tion and this can eas­ily be made avail­able to clients for a seam­less ex­pe­ri­ence and the smooth con­duct of events.

Growth in the last few years has been cen­tred around tech­nol­ogy, cre­ativ­ity, dig­i­tal for­ays, new ideas, new mar­kets

This in­dus­try re­lies a great deal on tech­nol­ogy. In my opinion, we aren’t util­is­ing that space well enough; there is a lot more that we can do.

Sab­bas Joseph

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