Post by Daniele Arduini, CEO of Kampaay –
In recent years, also thanks to the Covid-19 pandemic, the corporate events industry has experienced an epochal transformation. If habits and methods of meeting have changed, with increasingly hybrid and digital formulas, stimulated by technological innovation and the use of artificial intelligence, the needs of companies have remained the same, even if this evolution reflects the new perception of events as investments strategy capable of generating tangible value.
Today, companies increasingly recognize the full potential of events, also in terms of networking, training, staff motivation and innovation. If well planned and managed, events can generate a significant ROI (Return on Investment). 60% of marketing professionals plan to use events to achieve their goals in 2024 (source: LinkedIn “Global B2B Marketing Benchmark” survey). The benefits measured by companies are notable, according to a recent survey conducted by Splash, in terms of brand visibility (63% of responses), consolidation of relationships with customers (63%) and the formation of new and more solid partnerships (52 %).
Corporate events as a strategic investment: the publishing case
The transition of corporate events from cost to strategic investment is particularly evident in the publishing sector which, in recent years, has transformed these moments into a business segment capable of generating new sources of revenue, diversifying activities to mitigate the risks associated with dependence on a single market segment. If initially the costs and theeffort might seem high, the long-term benefits can transform what is seen as an expense into a strategic investment, capable of generating new revenues and strengthening the brand’s presence on the market, even in times of economic crisis.
Naturally, correct planning and management of the corporate event is essential to produce a positive impact: in fact, if events are not approached as one-off activities, but rather placed within a broader strategy, they can make a difference at every stage from the customer journey. From the phase of awareness in which the event helps to give credibility and experience the brand, up to the conversion phase, in which the live experience gives a taste of what it means to become part of the world of the brand.
How do you achieve positive results with events?
With less and less time to dedicate to organization and an increasingly sustainable budget approach, companies that want to achieve positive results through events must undertake a path increasingly aimed at optimizing processes, budget and resources.
Simplifying the logistics and workflows associated with event planning significantly reduces costs and improves efficiency. The adoption of innovative technologies and the use of event management platforms allows you to automate repetitive tasks, facilitate collaboration between teams and improve performance monitoring. In fact, tech platforms increase the visibility of data and information, offering teams a centralized hub that improves collaboration, reduces organization times, allows the decentralization of responsibilities and a greater focus on the most high-impact strategic aspects.
Accurate planning, intelligent budget management and the adoption of advanced technologies are the key to maximizing the impact of events as a tool capable of promoting business growth.
