In a recent report from Exhibition News and Explori 55% of organisers said ‘understanding changing customer needs’ is a priority for them in the next year. Understanding your customer is a key part of any business though something which has traditionally been more difficult in events given we only have one major touch point with our customers every year. A challenge made tougher over the last year as physical events have not been permitted.
We have seen a number of changes in the events industry to combat this problem, especially over the last 18 months, with strong investment in digital. Largely though the problem persists, even with organisers now moving to compliment their annual event offerings with a virtual event in between. The physical event still provides the best opportunity of these, limited number, of data points for organisers to find out exactly what their audience is interested in and how they should aim their event going forward.
The Future
Ideally we would have a way to constantly gauge how the interests and demands of our audience are changing. This ideal is quickly becoming a reality for many event organisers who are pursuing a community focused rather than event focused strategy, with 51% responding they are looking to create an online community. By creating a community around your event and becoming the centre of your industry it is possible to deliver exactly what your audience demands at your event in any given year.
This revolutionary approach is being enabled by a number of event technologies allowing organisers to provide constant, year round, value to their audience that extends far beyond the standard newsletters and occasional webinar. Platforms such as ShowShoppa enable organisers to provide their audience with constant value. In the case of ShowShoppa an interactive exhibitor listing so their audience can easily; identify, connect with and even buy through the platform if they wish, when they need a supplier. Technologies like ShowShoppa offer an unparalleled insight into how your industry is changing by offering a digital connection to your audience 365 days a year.
Get in touch to find out how ShowShoppa can help your event thrive in 2021.
