Event Transformation
Download our white paper on the future of the 247-365 event.
The three-day event is dead.
Long live the 247-365 event.
The pandemic has accelerated long lasting changes in the purchasing behaviours of customers and the sales and marketing practices of business to business organisations.
This white paper highlights an opportunity for event organisers to embrace a new 247-365 event business model to recapture an estimated £55bn in annual global revenue loss that will be reallocated to digital spend by 2022.
As we emerge from lockdown, the always-on self-educated customer will increasingly turn to the internet to guide herself through the purchasing journey. This is likely to negatively impact face to face activity and associated events’ share of the marketing budget, as spend is reallocated into on-line platforms, marketing automation and social media.
Since the start of the Covid19 crisis, organisers have worked hard to pivot to virtual platforms. Results have been varied and have provided short term fixes to business models that increasingly do not readily reflect the value events offer.
This paper summarises the key steps open to organisers to secure their future by resetting their business model from space to what this paper has termed relationships as a service.