Strategy


You need to integrate the ticketing op- eration with marketing engines, so if you’re looking to drive attendance to the event, you want to be looking at doing some outreach programs. Prop- agating compelling event collateral - invitations, interesting promotion pag- es, dynamic registration forms, and a means of engaging people as you reach out to them.”


PS: “We’ve done a lot of work in that space, including ticketing. We offer in- tegration with a company called Ticket Socket for event monetisation. They generate the funds and the white label payment and ticketing thing. We’ve done an integration with the likes of Salesforce so that we can capture at- tendee data, track leads so you can do the follow up and then automate all of that, sort of like marketing world, and use Splash.


PS: “I wouldn’t say it’s easy. I think there’s probably a perception out there that if you are moving an event from live to being one that is virtual, it’s possibly very easy. We say to our cus- tomers, we recognise that you have to plan virtual events with absolutely the same rigour, discipline and effort


as you would commit to planning a physical one. But you’ve got to plan it in a slightly different way. Of course, you don’t have to worry about physical stewards and car parking and event catering. But that doesn’t mean that you shouldn’t treat it with the same degree of due diligence and the same degree of effort. That’s the first thing that we would say to anyone that’s go- ing to go down this path.”


The webinar rush


UCN: “There are enormous numbers of webinars being promoted at the moment; how do we add value to the whole experience?”


PS: “Sound quality is one area where we have already made advances. We’ve always taken sound seriously, from the very beginning. Sound is the most fundamentally important thing to us, which is why we integrate well with Dolby. We’re offering high resolution sound along with other bonus materi- als that can exist alongside the main webinar, to bring people into and per- haps persuade them to part with their money.


While we’re well known as being a vid-


eo platform, our view has always been that if the video is not working or we are constrained on video, that’s not the end of the world. We can still talk.” PS: “So we’ve always prioritised audio quality above everything, which is why we integrate with Dolby. If you think about Dolby, what are they known for? Particularly in the artistic world, they provide the best audio quality. Most modern cinemas and the most high profile and expensive studios have Dolby embedded as they are very well known for audio quality. So, we em- bed Dolby audio in everything that we do and it gives us unparalleled noise cancellation. If you were in a noisy en- vironment, you would not have to do a thing. So, for example, if you and I were having this conversation and I was by the side of the M23 or the M25, you would not hear the loud noise coming past me. If you transfer this into the into the world of events, whether or not they are artistic events or a more traditional trade event, it’s a fundamental tenet.”


Intuitive platform


UCN: “Aside from these new business models, what are the generic require-


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