March/April 2022

FUNCTION VENUES
GETTY IMAGES
INDUSTRY COMMENT
Business Events
A Place to Interact
As savvy event producers recognise that face to face is more about creative interaction
than stodgy conference programmes, savvy venues need to reshape their offering
IT USED to be said that 'content is King'.
Content – information, insights, and best
practice – was used to draw people to trade
shows. Quality content was a marker of
excellence for a conference or event; the
bigger the keynote’s name the bigger the
draw.
The market has evolved and changed
since the world adapted to a new
workplace regime and a heightened pace
emerged that’s resulted in new ways and
new means of learning. Content can now
be consumed in many ways, on multiple
platforms and without being bound by
date or time. People draw content from
broadcast and print media, and through
live events such as conferences and
exhibitions. There’s YouTube too, streams
from social channels and the meteoric rise
of podcasts.
We can learn from anywhere nowadays
and extract knowledge and insights from a
swipe across our phones, and it seems this
is having an impact on trade shows and the
role of content at conferences.
Nothing was more apparent than at
a recent trade show where we secured
speaking opportunities for some pretty
prolific clients. In days gone by they’d have
packed the keynote sessions out however
they each received a handful of attendees.
There were no normal trade show excuses
of tube strikes or train cancellations –
the fact is no one attended the content
sessions. The ‘show floor' however was
bustling and footfall by all accounts was up.
There’s currently a marked change in
why people are going to events. It used to
be to gain knowledge and insights, and of
course network with peers and discover
new products, but our use and reason for
trade shows has changed in line with a trip
to the office. Stay home for the tasks that
require quiet, whether it’s for learning or for
problem solving, and get into the midst of
it with colleagues and peers for networking
and creative thinking.
For venues who are targeting corporate
events it’s worthwhile drawing on the
parallels of hybrid working. Working from
home is where the work is done, office
based is where ideas and innovation come
from. For folk in the events market, it’s no
different. Guests now come to venues to
network, interact and bring about creativity
and innovation. When it comes to the hard
work, those stodgy presentations can
be played out online and at a time that
suits the delegate. Today, networking,
touching base and actually shaking hands
with colleagues and peers is the mark of a
successful event.
Being aware of the reason for the event
and helping clients understand better
what the outcomes and markers of success
need to be will help guide organisers to
even more successful events. The client’s
budget may be far better spent on a drinks
and power networking session then a full
day conference schedule. Content can
be consumed everywhere, anytime, but
building back relationships can only be
played out face-to-face.
We used to say content was king, I firmly
believe that today, ‘context is King’.
ABOUT THE AUTHOR
Andrew White is
MD of Triggerfish
Communications, a
specialist in helping heritage
venues and leisure attractions
build awareness and market share
in the business of events.
www.triggerfish.co.uk
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