By Zibrant MD Fay Sharpe
I was recently asked to help with the #myConfex campaign. While I remain impartial about the exhibitions and magazines I work with, I couldn’t help thinking how very savvy the organisers of International Confex are to have taken this tack. As the hashtag clearly points out – #myConfex – is all about my preferences for the show; a hashtag that really does embody ‘user experience’.
In an industry that is driven by people; personalisation is becoming ever more critical in building brands and relationships. While we all know how easy it is to push out a newsletter or a mailshot, the reality is: is it read and does the information get circulated within the wider community or organisation? We understand that great service makes someone come back again and again; the subtle use of the person’s name, remembering how they like their coffee, a shared anecdote or the nod to a personal preference are all intrinsic to fantastic service levels and the plight for best practice user experience.
Some months ago Deloitte published a report which underlined that one in three consumers wanted personalised products and services. You only have to look at some of the consumer goods such as Nutella, Marmite and mini Moet et Chandon that can be readily personalised to appreciate it’s a trend that is hurtling at the B2B sector.
While organisers have always ensured that stage and sets have reflected corporate logos and branding, our reliance on technology really does bring about a new generation of doing business in the conference and events sector. The ability to use an app at the event is a requisite today – where things get personal is the ability to download the content after the event and yet more savvy, for the organiser to recommend topics and conversations that keep the individual interested and engaged.
This ‘me-centric’ approach is exactly what International Confex is trying to achieve in 2017: content and exhibitors that are relevant to the visitors. It can either mean a full day at the show because your interests are so wide, or a sharp hit of the latest content from one of the great speakers at the event.
Between 1-2 March 2017, more than 15,000 conference professionals will attend Olympia London, each with very different needs: from networking and knowledge sharing to sourcing suppliers and trend spotting. The one certainty is that everyone who attends will have an experience as unique as #myConfex.