By Diego de Carvalho, vice-president of NürnbergMesse Brasil
In a constantly evolving business landscape, events have emerged as strategic tools for connecting, innovating and, consequently, expanding business – from the point of view of companies that find the modality an extension for their commercial purposes. However, staying strong on the journey is no 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 as the country is the fourth largest producer of waste on the planet. Promoting companies have therefore sought to incorporate and encourage sustainable practices in all aspects of their meetings, from the selection of eco-friendly venues to the responsible management of the waste generated in their marathons. These initiatives are only set to increase in the coming years.
Today, integrating sustainability into events not only demonstrates corporate responsibility, but also attracts conscious visitors – who are a significant part of Brazilian consumers, according to a survey carried out by the São Paulo Supermarket Association (APAS), which points out that 95% of the population prioritizes products and services from companies that invest in sustainable practices.
But consumer demands go even further, opening up space to talk about another pillar, that of technology. Alongside support for the generation of green resources, the trends that should dominate the sector in 2024 reflect advances in the digital universe and the changing expectations of visitors.
Among the technological applications that should drive 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 guarantee faster internet connections and improve the digital experience, as well as the propagation of content in real time.
However, technology is also helping with another pillar that is gaining momentum in the sector: 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 tailor-made solutions to achieve their goals – whether in the area of marketing, content promotion, product promotion or service provision.
These trends, among others, are stimulating growth in the sector. That’s why it’s important to keep an eye on them. After all, whether it’s to strengthen the brand or for another commercial purpose, the companies within this atmosphere – I’m referring to promoters and clients – have the same goal: to improve the experience of participants and the efficiency of the events they promote.
