Use in­no­va­tive tech­nol­ogy to in­crease ROI

The 5th MICE ME Fo­rum re­cently con­cluded in Dubai and high­lighted is­sues per­tain­ing to the travel in­dus­try such as thought lead­er­ship and how tech­nol­ogy has rev­o­lu­tionised the events sec­tor in the Mid­dle East re­gion. Some of the speak­ers at the event shar

TravTalk - Middle East - - EXHIBITIONS -

Most of the speak­ers stressed on the im­por­tance of en­gag­ing the au­di­ence es­pe­cially at events where they have to spend more time than al­lo­cated.

Craig D’Silva, Head of PR and Cor­po­rate Com­mu­ni­ca­tions, In­finiti Mid­dle East of­fice, says, “The event gave you an in­sight to the role of events be­tween the large cor­po­ra­tions, small cor­po­ra­tions, B2B and B2C spa­ces. More im­por­tantly it also shared a num­ber of key in­sights that we have learnt, trends that we have seen work­ing in the events space for the last few years with the rise of dig­i­tal.”

The in­no­va­tive Vir­tual Re­al­ity which is mainly taken for train­ing pur­poses has many other ar­eas that can be ad­dressed. D’Silva re­it­er­ates, “It is re­ally im­por­tant for com­pa­nies and or­gan­i­sa­tions to un­der­stand that it is not just tick­ing the box by use of these tech­nolo­gies and in­no­va­tions but rather eval­u­ate and see in­no­va­tions like Vir­tual Re­al­ity and other in­no­va­tive tech­nolo­gies re­ally im­pact your busi­ness. Are they re­ally rel­e­vant to what you want to com­mu­ni­cate? Are they rel­e­vant to the ex­pe­ri­ence you want to give your au­di­ence; be it your con­sumer, me­dia or the wider pub­lic and does it re­ally im­pact that bot­tom line? If it does, then by all means use it and utilise it to in­crease the ROI. But if it doesn’t, def­i­nitely don’t use it to tick a box rather re­ally see how it in­te­grates with what­ever your ob­jec­tives are and how you are try­ing to com­mu­ni­cate.” In terms of trends in the re­gion, macro-eco­nomic trends will con­tinue to af­fect the re­gion but this is an im­por­tant time for brands across the re­gion to take a step back and eval­u­ate how to strate­gi­cally use their re­sources for events, ex­hi­bi­tions, the rise of so­cial me­dia in­flu­encers and blog­gers which play a cru­cial part on how and what you com­mu­ni­cate to your au­di­ences.

Paul Wil­son, Ex­ec­u­tive Di­rec­tor for Planning, Busi­ness De­vel­op­ment and In­ter­na­tional Re­la­tions, In­dex Hold­ings Dubai, shares, “We fo­cus on the B2B com­po­nent of the con­fer­ence and ex­hi­bi­tions busi­ness. The buzzword that was used was ‘thought lead­er­ship’. I think its lead­ers and planning for the fu­ture not just ex­per­tise and knowl­edge trans­fer but its new ideas that we are tak­ing for­ward so we spoke about im­por­tance of B2B and how bring­ing peo­ple to­gether is the most im­por­tant com­po­nent when you have ex­hibitors and del­e­gates that in­vest so much money and time.”

The com­pany of­fi­cially ven­tured into events and ex­hi­bi­tions in 1991 and an­nu­ally they or­gan­ise 26 con­fer­ences and ex­hi­bi­tions in the UAE. Among some of the trends in the re­gion, Wil­son states, “The con­fer­ences today are most solid trend we see is the de­liv­ery of con­tent we see through apps. I think peo­ple don’t go to web­sites, they prob­a­bly go to an app. For me the best in terms of an app are push no­ti­fi­ca­tions–it’s a very mi­nor thing but it is very im­por­tant. When peo­ple are there for three to four days they get caught up with other things and we can talk to them. Ev­ery per­son goes through their phone around eighty times or so, so if you have push no­ti­fi­ca­tions at con­fer­ences you will have much bet­ter mileage.”

The event gave you an in­sight to the role of events be­tween the large cor­po­ra­tions, small cor­po­ra­tions, B2B and B2C spa­ces. More im­por­tantly it also shared a num­ber of key in­sights and trends The buzz-word that was used was ‘thought lead­er­ship’. I think its lead­ers and planning for the fu­ture not just ex­per­tise and knowl­edge trans­fer but its new ideas that we are tak­ing for­ward

Paul Wil­son

Ex­ec­u­tive Di­rec­tor for Planning, Busi­ness De­vel­op­ment and In­ter­na­tional Re­la­tions In­dex Hold­ings Dubai

Craig D’Silva

Head of PR and Cor­po­rate Com­mu­ni­ca­tions In­finiti Mid­dle East of­fice

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