By Diego de Carvalho, vice president of NürnbergMesse Brasil
In a constantly evolving business scenario, events emerge as strategic tools to connect, innovate and, consequently, expand business – this is in the view of companies that find in the modality an extension of their commercial purposes. However, staying strong on the journey is not an easy task and it is crucial that new approaches are explored to leverage corporate meetings.
There are pillars that shape excellence within the segment, and the ESG (Environmental, Social and Governance) approach is one of them. The acronym is gaining more and more prominence in Brazil, since the country is the fourth largest producer of waste on the planet. The companies that promote events have therefore sought to incorporate and encourage sustainable practices in all aspects of their meetings, from the selection of eco-friendly locations to the responsible management of waste generated in their marathons. Initiatives that are only expected to increase in the coming years.
Today, integrating sustainability into events not only demonstrates corporate responsibility, but also attracts conscious visitors – who make up a significant portion of Brazilian consumers, according to a survey conducted by the São Paulo Supermarket Association (APAS), which indicates that 95% of the population prioritizes products and services from companies that invest in sustainable practices.
But consumer demands go even further, opening space for us to talk about another pillar: technology. In parallel with support for the generation of green resources, the trends that should dominate the sector in 2024 reflect advances in the digital universe and the change in visitor expectations.
Among the technological applications that should boost events are the use of virtual and augmented reality (VR/AR) to create immersive and interactive experiences; the use of Artificial Intelligence (AI) and Machine Learning to personalize experiences, including promoting intelligent virtual assistants to help navigate events; investment in Advanced Data Analysis to collect essential information during and after events and thus optimize future meetings; and the implementation of 5G connectivity, to ensure faster internet connections and improve the digital experience, as well as the dissemination of content in real time.
However, technology also helps in another pillar that is gaining strength in the sector: holding personalized meetings. The use of streaming and other digital intelligence can expand the reach, as well as the quality of the services offered by the segment.
Conventions, lectures, congresses, roadshows, seminars and round tables are among the most opportune options for using technology. The formats allow companies to have tailored solutions to achieve their goals – whether in the area of marketing, content promotion, product disclosure or service offering.
These trends, among others, stimulate the growth of the sector. That is why it is important to keep an eye on them. After all, whether for brand strengthening or for another commercial purpose, companies in this environment – I refer to promoters and clients – have the same goal: to improve the experience of participants and the efficiency of the events they promote.
