As a leading personality in the SA events industry, Karen Ashwin contemplates the merits of technology and how best to pass on its benefits to clients.
Having started in the events industry just as the internet was taking flight, a comment along the lines of “we’ve sure come a long way” constitutes not only naive simplicity, but a gross understatement!
Now we can look back and laughingly reminisce about days gone by when ... event databases and responses were managed manually, using tools like faxes, Microsoft Access (of course not forgetting the ubiquitous Excel spreadsheets); when phenomena like paperless conferences, broadcast link-ups and virtual conferencing were newsworthy and impressive – imagine that!
Despite having advanced in leaps and bounds in an effort to streamline our operations and pass on the efficiencies and benefits to our clients, one of the current battle cries is to thoroughly transform our event websites from Web 1.0 (static) to Web 2.0 (interactive).
”Associations are among the original means of networking. Meetings are the original social media. Social media tools and your website are a natural fit,” writes Corbin Ball in a recent article “The Meetings Technology Revolution – Are We There Yet???”
Ball comments that rapid, universal digital adoption is related to ease of use –“easy enough that your grandmother can do it” – and he urges the MICE industry to take the final steps to fully digitize our business processes.
“Digital Darwinism is alive and well and the “race” for meetings and tradeshow business will often go to those who use technology to be nimble, reduce costs and provide superior customer service."
"We’re not quite there in terms of full digital adoption, but we are making progress”, he concludes.
Furthermore, he urges meeting technology companies to incorporate APEX* standards to be fully implemented, especially wrt event logistics data – and to “step up to the plate to provide the connecting tools to make this happen.” [*APEX Accepted Practices Exchange from the Convention Industry Council].
Yes, I have to agree with Ball, we are making progress, learning on the fly - as we always do - in an effort to retain our leadership role for our own benefit ... and for that of our clients.
Inundated with waves of technological trends in the field of social media alone, discernment is almost an art form when it comes to assessing all the options available and how best to apply them in an effort to add real value to the business of meetings.
Amidst all the noise, interference and options out there, as event and meeting planners, we need to be in a position of authority, advising our clients about effectively applying tools like wikis, Google Wave, social networking, file-sharing, blogs, vlogs, podcasts, social review sites, social calendaring, social bookmark sites – to mention just some.
Aside from this however and more importantly, is the need for an understanding of the costs involved in developing the software appropriate to customised applications.
What many people fail to understand is that while these tools might be usable and quite marvellous, depending on your clients’ needs, there is work, time and money involved in setting up an effective back-end to deliver the required results.
Unfortunately, there is no “one size fits” all option and developing customised solutions for meetings and events – be it decor or digitising – will always come with a price-tag.
With 17 years of experience producing world class events, The Event Production Company is a pioneer in the South African events industry and has produced many of the country’s biggest, most complex and most successful events.
Headed up by the dynamic Karen Ashwin, the company is a proudly South African, multi-faceted business with a global approach to the work that they do throughout Africa.
