Businesses are reshaping
their offerings, undergoing paradigm shifts in their value chain due to the
fast pace and the potential of technology to reach, retain consumers and build
brands. There has never been an emphasis on replacing human resources with
technology for better efficiency, productivity, though not all functions can be
automated. Industries that heavily rely on manpower like brick and motor also
make the optimal use of technology and rely less on manpower, these days. Event
management industry has quickly embraced this reality.
Event management industry
not only makes an optimal use of technology but continues to reinvent their
business model. Virtual seminars, walls embedded with LED lamps to display
various colours in tune with the music played by the DJ’s at parties, LED
screens to display the name/video of the brands and sponsors of corporate
events and there is a constant evolution. Event management professionals are
also expected to roll up their sleeves and hone with multiple and need based
skills to service existing clients, penetrate new markets and potential areas
of business interests. The assumption holds well in the context of technology
for events management. ‘Event management is no more about doing ten tasks at
one month but it entails one to use ten technologies to deliver hundred tasks
or even more in a month.’ Measurement of results, activities, delegate/guest
feedback and deliverables of conferences and events through relevant software
programs is a boon to this industry.
The online medium has
harnessed the potential of event management industry in creating the necessary
buzz and attention to their events. Mobile applications and peer reviews ensure
that event managers drive their business one-notch above their previous events.
In addition to quality and timely information, technology has also helped in
organising event invites at zero costs. A case in point is Facebook events.
On the flip side, too much
of dependence on technology impacts creativity in a negative manner. Chief
guests and or key note speakers of conferences have scripts attached to prompters
and the concept of ‘extempore,’ is not always relevant in many of the
conferences and events of today. Speakers and panellists are also under severe
time pressure to discuss and debate their views before the time ticker
indicates the end of their session and may miss on some of the important
aspects of their presentation. Pre recorded songs and albums are impediments for
many DJ’s in creating their own masterpieces.
Personal services and cool
experiences are the USPs of event management business be it lifestyle events or
corporate seminars. While technology is here to stay, the fundamentals of event
management business remains the same. Technology will enhance the delivery capability
of event management professionals and improve the scope for the business. What
is your take on this whole issue?
Share your thoughts. Let
us keep the conversation going!
