Rohit Talwar, CEO of United Kingdom–based
Fast Future Research in an interview conducted by BizBash said, “We have to stop thinking of our events
as one-offs and start to see them as platforms for year-round engagement—the
focal point of an ongoing experience. For event owners, we have to look at ways
of monetizing the event beyond physical attendance—packaging and reselling
event audio, video, and presentation content to those who were unable to attend.
The standard event business model of one-price-fits-all will need to evolve,
with options such as premium pricing and per-session pricing coming in.”
This powerful
shift is something that will not only redound in Europe and North America but
also in Asia.
As more and
more changes and disruptions are taking place there is a need for the event
management industry to go in this direction. For two reasons, add more value to
the public and maximize the profit (On the
Future Now: Making Sense of Our Always On, Always Connected World).
We now enter
the Age of Attention Economy, where the content has grown increasingly abundant
and immediately available, attention becomes the limiting factor in the
consumption of information.
In this
Attention Economy, the event management industry must be able to fight and
prove that it is worthy of the limited attention of the consumers. In
conferences, it must provide a worthwhile content because information is now
accessible everywhere. Therefore, conferences and event owners must work hard
to create content that is a must experience to its target audience.
After the
creation, it must implement and extend the value and mileage it can get out of
it. While trying to accomplish this, it must keep in mind the satisfaction of
the public.
The biggest
shift in the event management industry is a hard pill to swallow, but we have
no choice but to take it. It is something new to us. It is something that does
not guarantee an immediate positive results, it may even spell a major disaster
for us.
I remember a
scene in the Matrix the Movie where Neo was having a difficult moment in his
decision-making, whether to take the blue pill or red pill offered by Morpheus.
In Morpheus words, “ This is your last
chance. After this, there is no turning back. You take the blue pill – the
story ends, you wake up in your bed and believe whatever you want to believe.
You take the red pill – you stay in Wonderland and I show you how deep the
rabbit-hole goes.”
We know what
happened to Neo, I am not saying the same fate awaits us. But by all means we
must take the red pill and use our adaptive abilities to control and manage the
change and shifts that are taking place.
- Tuesday, February 07, 2017
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