By Diego de Carvalho, vice president of NürnbergMesse Brasil
Although technological routines enhance digital relationships, interpersonal connections will always be stronger if they are established and cultivated in real environments. Whether these interpersonal connections are family, friendship, social or business. Neuroscientists have even found that looking at others holds our attention more and causes us to divert our focus from the events around us.
It is no wonder that the events sector is responsible for 4% of the national GDP – a strong percentage, considering the hundreds of areas that contribute to the country’s economic development. And it is in this scenario that the corporate meetings segment stands out, growing year after year and encouraging industries that are now inherent to this mode to promote their businesses.
A survey conducted by Sympla, a startup that operates in the field of ticket sales for events in general, makes it clear that markets are eager for in-person engagements. The study points to a 36% increase in the number of corporate meetings in the first quarter of last year compared to the same period in 2022, and a 30% growth compared to the first months of 2019, the year before the pandemic. This indicates that the increase in event production is not momentary; it is a trend. The center meets a clear market need to strengthen brands through on-demand events. And those who are expanding business relationships beyond offices have had good results. After all, each company, with its scope and objective, needs to create personalized meetings that offer different experiences to its customers. Conventions, lectures, congresses, roadshows, seminars and round tables are among the most important investments in the segment. These formats allow companies to have tailored solutions to achieve their goals, whether in the area of marketing, networking or promotion of products and services.
However, investing in this type of action is also challenging, since companies usually have a limited budget. This is where the importance of personalization comes in. Setting goals, objectives and understanding the target audience of the event you are producing helps to limit expenses and direct them more assertively, always taking into account the best strategy to promote business. If your company has not yet invested in this differential, believe me, now is the time.
