The end of the world was kind to conference and awards. Sponsorship was hard hit. But annual events are annual and cancellation was as thinkable as football skipping a season.
And now, with a consensus that recession may soon be behind us, we have new colleagues. Event, meet social media. A match made in heaven. Just think of all the things we can do together. And all those things we don’t yet know we can do. Extending a live event brand has never been easier. Problem solved at a stroke – a brand that spiked on the timeline and then went dormant for five sixths of the year – hey presto, extended year round via SM. Mindshare and revenues ahoy!
Note of caution is that when you provide a place for people to communicate, people do communicate. And the glacial rate of innovation that happens when you stage episodes annually can undergo rapid climate change.
What customers (now participants) want of your event/forum/club/brand/validation service, etc, may not what the brand owner had in the business plan. What such interaction will bring to event brands, we do not yet know. What I think we do know is that it will probably be lots.
Let's come back to this over the next few days.
NB: the idea that the great economic unwinding/resetting is over and done with may not reflect the view of the author, and may be for the sake of convenience.
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