Delivering Innovation in the Events Industry

Innovation is a word often used to describe newness and has been an events industry buzzword for some time. The unabated challenge of delivering innovation in the events industry year-on-year causes headaches for event organisers both up and down the UK and further afield. Providing something different is seen as a key ingredient to keeping events fresh. New content can help ‘wow’ visitors and in turn provide exhibitors with the high quality audience they desire.

But is it possible to do this every year? There is no straight yes or no answer to that question. Each industry is unique; it would be unwise to compare furniture shows to digital media shows or even consumer show and trade shows and after all, we do have a benchmark for each!

While events provide a similar ‘meeting place’ for their industry, the industries themselves are so drastically different in their new product development and speed of change. The speed of innovation is only as fast as the industry it serves. This is something that really shone through in some findings we delivered to a client recently.

The one constant in all this is the ability to collect industry data – to fish for trends, to delve closer into the mind of the audiences and create a picture of what they believe the industry will look like in 2, 5 or even 10 years’ time. What does your industry see as innovative? In an age of the internet, can live shows still deliver ‘new’ products, or new things that people haven’t seen before?

As I said, here at Zing we have worked recently with some of our clients to help discover the ‘shape of what is to come.’ It is amazing how open customers will be to an independent third party, who have nothing but the best interests of the event and its organisers at heart. Our findings were conclusive in that show visitors agreed that the innovation at an event is only as good as the exhibitors on the show floor – and they need to be able to find it! Organisers are simply providing a platform for this to innovation to be showcased.

Real qualitative research can gather verbatim quotes from stakeholders. Grouping these together can provide compelling analysis and another viewpoint from which to see the challenges ahead.

We can’t help create the innovation, but we can help you to be at the forefront of data collection within your industry and give you the knowledge and insight to be able to preempt industry changes, predict innovation and set you off in the right direction towards finding it.

 

Posted by Jonathan

3 words

What 3 words would you use to describe 2020 so far?  Here’s a few for starters … Unprecedented?  Challenging?  Chaotic?  Scary? Dystopian? Exciting? Uncertain? Tumultuous? Mindful?  Life-changing? Anxious?  The reality… Read more »

When a little insight can be just enough….

Once upon a time, not so very long ago, commissioning an insight project typically meant embarking on a long and often pretty expensive journey.  Projects routinely ran for 8+ weeks… Read more »

Coronavirus: leisure, tourism & events

Along with the rest of the UK (and many populations around the world) we’ve spent many weeks now at home under lockdown. However, with the weather warming up, people are… Read more »

Data isn’t insight alone

The marketing stream at this years’ AEO Forums included a brilliant session from Ben Smithwell from Comotion. Ben’s session titled ‘Demystifying Customer Insight for Marketing Professionals’ highlighted, that data alone… Read more »

Focus

Persona definition the aspect of someone’s character that is presented to or perceived by others Today, the more widely used definition of persona is a tool for understanding audience behaviours,… Read more »

Testing times

It’s safe to say everyone is feeling the effects of or worrying about the economic downturn resulting from the spread of Coronavirus. We hope that our friends, family and clients… Read more »

Our Clients

We have extensive experience working across a wide range of industry sectors for many leading brands.

Contact Details

Victory House
Chequers Road
Tharston
Norwich
NR15 2YA

t / +44 (0)844 800 9588

e / hello@zinginsights.com