Challenges Facing the Events Industry

The advent of the internet and the digital age has change the way we live and work. It has changed many traditional approaches and commonly-accepted concepts; it's no different for the events industry.

Once upon a time, you need to hold a seminar at a central location to train employees on new standard operating procedures or introduce them to a new product line. There actually was a time when companies had to send their employees to week-long training sessions for new software or machineries. These days though, the same objectives can be met using webinars, or web seminars (get it?).

Almost complete penetration of broadband in businesses has also allowed quick dissemination of training manuals, video tutorials and product catalogues to employees and customers with zero lead time. Wider adoption of business apps and analytical data has also rendered most decision-making processes obsolete.

And we haven't even touched on the social media, which has completely changed the landscape of business-to-consumer communication.

In the face of these benign onslaughts, how can the events industry stay relevant?

First, it has to go back to the basics. Corporate events, meetings, seminars and business functions must recapture the old magic - it must appeal to the sense of wonder of participants, similar to how the concept of 'hotels' and 'resorts' have overcame the threat of comfortable modern homes.

More effort must be made to increase the sense of excitement of participants, their comfort levels and retention of information. It may even require the presence of respected business figures or celebrities (even minor ones). Particular emphasis must be made on the benefits of onsite networking and creating relationships with members of the supply chain.

Above all though, event organisers must work with their clients to understand their target audience. Only then will they be able to deliver personalised and curated information that will assist attendees to increase their professional and personal efficiency.