Live communication: New formats

"Basically, we see a strong change in the live communications industry in terms of how brands and products are communicated. The coordination and harmonization of conventional communication, digital communication and live communication plays a central role here.

Furthermore, traditional event formats are on the decline and being replaced by innovative formats with digital origins. This enables new ways of communication and provides event visitors with emotional experiences up close and personal."
 

"It is difficult to judge how the trade shows will develop. What is clear, however, is that traditional formats, as we have known them up to now, will be replaced by innovative formats. Those who manage to take this step will be able to continue to exist on the market.

The best example of this is SXSW in Austin, which transforms downtown into a mix of party mile and tech playground. Panel discussions, concerts, film premieres and networking events take place around the clock. It is precisely this diversity and the completely overwhelming range of offerings that make this conference so fascinating. In the meantime, the private sector has also discovered this. Many companies, and in some cases entire countries, are trying to draw attention to themselves on site. Budgets in the millions are being spoken for here."

"In the future, attendees will demand more than just being a passive part of an event. It's about networking and targeted activation of participants. Here, algorithms will greatly simplify the work of event specialists. For example, they will be able to search databases at lightning speed and filter out relevant information. However, it is important that the focus is not on the technology, but on the participants of an event, as well as on the actual content. Because especially in a world where everything is digitalizing, people are more and more concerned with personal contacts."

Read the full interview in Expodata Live Communication 5/6 2019.