how to innovate in events? 10 trends for meeting and events
TRANSCRIPT
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Tendències 2015 Congressos i GransEsdeveniments
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Trends are no longer Trendy
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Les tendències ens ajuden a:
Trobar oportunitats
Generar idees
i executar-les de la manera adequada
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L’origen de les idees
Les persones creatives i innovadores mirant les coses de manera diferent als altres
Mirar les coses de manera diferent es la única forma de trobar noves solucions,diferenciar-se i obtenir avantatges respecte al mercat
Mirar les coses de manera diferent
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TRENDS
Qualsevol d'ells pot ser la base d'unatendència de mercat.
Una tendència és una manifestaciód'una profunda necessitat humana o desig
•Un nou comportament•Una nova actitud o opinió.•Un nova expectativa
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Fads come and go. Trends
emerge and evolve.
La diferència entre una tendència i unamoda passatgera?
Les tendències emergeixen quan el canvi extern obre noves maneres de servir a les necessitats i desitjoshumans.
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La investigacióde mercat mira
al passat. La tendència es sobre aquestmoment (i,
sí,sobre demà).
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Trend Methodology• Observar
• Analitzar
• Aprendre
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Tendències Econòmiques en
Congressos i Events 2015
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• Mercats clau: tecnologies, automoció, farmacèutic i construcció
• Concentració demanda: economies emergents de Asia
• Mercat Espanyol: augmentarà un 2,6%
• Durada: cinc dies, la qual cosa suposa dos dies més que la mitjana europea.
• Departaments:reunions organitzades pels departaments de vendes i màrqueting de les empreses espanyoles augmentarà un 3%.
• Jornades de menys dies per evitar increment de despeses.
. Madrid competitiva en relació als preus
• 179 congressos en 2013• 4rt posició en realització d’esdeveniments• Impacte econòmic de més de 1.246 M Euros a la ciutat.• Congressos de – 50 assistents 290.000 persones
Tendències Econòmiques
2015
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Tendències Negocis
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Inspiració
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HABILITATS IMMEDIATES
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.
Seedsheet, Plant your garden
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Adeu a les Cues
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Control total
Disseny de serveis/productesque evitin cues
Consumidorssensibles al temps
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Accesos ràpids a congressos i events amb “gaming”
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DATA MINING
Why clients want ‘good’ data not ‘big’ data.”
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- El valor de les dades
- Mètrica vs Indicadors
- Client vs Empresa
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Internet of things
+Internet of Caring Things
+ Sharing economy
: Internet of sharing things
• Intercanvis espontanis, útils, rendibles
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REPTE
Impacte + visibilitat en el MWC
SOLUCIÓ
Fitbit Challenge
•Producte a preu especial
•Gaming
•Rellevancia ( Aparició en mitjans)
RESULTATS
• 4 dies
• 2000 participants
• 50 milions de passos i van viatjar 36.000km
• 85.000 assistents impactats al MWC, considerat el major èxit de l'esdeveniment
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Immersio Total
PLUNGE
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To put the attendeeat the center of the event.
To make them feel they own, direct, control
the action.
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Gent de totes les edats i en tots els mercats estan construint la seva pròpia identitat amb més llibertat que mai. Com a resultat, els patrons de consum ja no es defineixen per segments "tradicionals" demogràfics com l'edat, el gènere, la ubicació, l'ingrés i la situació familiar.
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POP UP
Reinvertar els espais
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• Emergent
• Temporal
• Lean Start-up
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CoCompartir, cooperar, col·laborar
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Anar + enllà del pagament per mòbil
Incorporar + valor al client
Compartir despeses
Repte: 2015 Transforma rel moment del pagament en un moment de plaer
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Disminució de despeses
+ Satisfacció del client
Eliminar tasques repetitives
Repte: 2015 molts consumidors tindran la primera trobada cara a cara amb robots
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ENGAGEMENT
Interactuar
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Una de les raons per anar a un congrés és el Networking
Evolucionarem a Events virtuals ?
Repte: aconseguir que els assistents a un congrés es puguin conèixer i interactuar
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Connectar
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- Capacitat d’atenció
Presentacions + curtes ( TEDX)
Interactivitat
Una imatge val mes que mil paraules
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