ON POINT ARTICLES
RE-IMAGINING THE ROLE OF THE EVENT PROFESSIONAL IAPCO Member: AIM Group International Author: Annalisa Ponchia, Director of Innovation and Customer Experience
My question to you is what are your biggest takeaways from
Reskill, upskill, learn, listen, ask (the right) questions, open
what was undoubtedly one of the most difficult of years for
your mind, analyse data and trends, embrace technology, use
event organisers? I personally have two insights:
all tools at our disposal: this is what we must be prepared for.
1) professional life is a perpetual learning experience
As event professionals we must develop new competences
2) the essence of our job is the importance of (mass) social
and embrace new professional roles related to these key areas:
and professional gatherings. • Meeting Design. For an omni-channel experience, The pandemic has compelled many meeting planners to find
engagement comes through a mix of F2F and online focus
solutions to sudden shifts in meeting management. As a first
groups, social activities to targeted groups, content
reaction, we were best supporting our clients by replanning
(physical) hubs, or one-to-one interactions through speed
scheduled programmes or pivoting them to virtual events.
networking or matching.
The meetings and events industry will survive, of that there is
• Digital Tools and Platforms. Choosing the right tech
no doubt. The desire to ‘meet’ does not end. On the contrary,
solutions, understanding the right necessities and
the importance of human interaction is now more important
balancing costs with the organisation’s needs and audience
than ever. What awaits us, according to insiders’ predictions,
- we need (or to become) tech-savvy experts.
is a huge shift of perception. And the ultimate modus operandi
is to create omni-channel experiences, the hybrid event.
• Data Analytics. Gather and use data to deliver highly personalised events and boost attendee engagement.
This will raise the bar of the required professionalism and
Furthermore, it can also help organisers to build the agenda
will urge us to reimagine the role of the PCO.
of an event based on trends and preferences, identify ideal sponsors and exhibitors, improving targeted promotions.
20
| April 2021
