Guest Contribution: Rob Sinclair-Barnes
‘HIGH TECH V S HIGH TOUCH’ WITH Rob Sinclair-Barnes TRAVELPORT
ime is the most valuable commodity we have. How you manage it, invest it, avoid wasting it and best enjoy it shapes the decisions we make each day in our personal
and professional lives. Traditionally, attending tradeshow and networking events
was the primary method to understand trends, gain insights from industry experts, experience new products or services and grow peer-to-peer relationships. New technology has now enabled a better-connected world,
with the ability to explore and enjoy new experiences at your convenience from the comfort of the home or office and to learn through immersive interactions using connected digital devices and virtual reality headsets. It’s amazing that globally connected technology has progressed to a level that enables doctors to perform complex operations on patients in another country, thus improving access to skilled professionals without the requirement to travel. So, in this modern age of ‘virtual connection’ why do we
therefore need to meet face to face at business conferences, rather than by virtual interactions using video conference or virtual reality headsets? I believe people still have an intrinsic need to connect on an emotional level, see eye to eye and read body language in order to build trust, create memorable experiences and shared learnings. We are also now living in a world of ‘information overload’, where attention spans are stretched as we try to absorb, digest and decipher as much information in the shortest time. Access to information is driving us to become more insular and lonelier than ever. A recent survey showed that 22% of millennials reported that they have no friends, even though they’re more ‘connected’ by technology than any generation before them. It certainly seems that trading quality of relationships for quantity of followers leads to more feelings of isolation, not inclusion. We therefore need to attain a rebalancing of the relationship
between ‘high tech’ and ‘high touch’. This is a key theme outlined in a book by John Naisbitt called Megatrends, referring to a continuous tension between various forces and trends. Concerning the use of new technologies, he points out that, “even with all the new technological options and applications, human beings have to be considered - with all their desires and abilities, fears and preferences.” It’s about balancing the concrete use of new technology and, at the same time, the need for human and social contact and awareness of human needs. Globally, the meetings and events industry is estimated
at $840 billion. From a marketing perspective, investment in meetings and conferences is increasing. Event platform Bizzabo found 41% of marketers considered event marketing to be their top marketing channel. This is great news for the meetings industry, especially for those organisers who have found the right formula to drive customer advocacy, increased engagement and memorable experiences with their brand. The challenge for every organiser is how to deliver a
‘better connected journey’ each year; simply picking up the last agenda, doing a few cosmetic tweaks, changing dates and locations is no longer acceptable as the invited delegate
weareconnections.com
expectations will have increased through exposure to other meetings and new experiences. It’s about continual reinvention of the overall experience to ensure the experience is always memorable and never dull. Meeting and exceeding these expectations was the topic of heated debate, despite the freezing temperatures outside, among over 120 travel leaders at the Connections ConnecTALKS in Courmayeur. There was a general consensus that the top three ‘event disconnects’ were: 1. Lack of human connection, as evident when delegates focus more time on their phones than connecting. This is often caused by a mismatching of peer profiles and ‘sell’ versus ‘storytelling’ agendas.
2. Disconnected ‘silo’ planning by event and support teams, including poor location, WiFi connectivity and logistics that fall short on customer service values.
3. Lack of a ‘Plan B’ contingency, when agendas unravel and are not quickly recovered from behind the scenes and become visible and impact delegates.
The recommended top priorities to ‘deliver a better connected event journey’ were: 1. Delivering ‘high touch’ moments, ensuring ideal delegate matching with mutual interests and goals.
2. Quality over quantity, providing a stimulating agenda, precisely managed with time to think.
3. Surprise and delight with passionate presenters, networking ‘ice breakers’ and ‘out of the box’ thinking.
4. To stimulate a creative atmosphere with stage setting, engaging environments and memorable experiences.
5. A sense of one organisational team, with everyone pulling together to resolve any ‘bumps in the journey’... or 3ft snow drifts!
6. Attention to detail and personalised touches in agenda and service delivery at all ‘high tech and high touch’ points.
7. ‘High tech’ smart applications, intuitive from initial invitation through to post-conference feedback, plus promoting peer-to-peer social networking.
8. Finally adding a dash of local spirit, culture and authentic top class cuisine to create a social media buzz that lasts beyond the conference.
In conclusion, with the right formula for success, high tech will save you time and high touch will improve how you invest it.
Rob Sinclair-Barnes, Global Brand Director at Travelport, was a ConnecTALKS guest speaker at Connections Meetings in Courmayeur, Valle d’Aosta 15-18 November 2019. Previous page & above: Connections Meetings by Sarah Lucy Brown
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