PCMA asks event producers to flash forward in its intriguing new white paper, Scenarios for the Future: Convention Exhibits & Tradeshows of 2016.
Among the white paper's "major take-aways" is the warning (on Page 31), "Stay on digital alert and implement technology."
The paper states:
The rate of digital penetration in your industry will dictate how aggressive an event must be to incorporate new technology into its design and execution. The important point from this study is that the Event Team must be on "early-alert" to the changes taking place in its market-space and competitive environment, correctly assess those changes, and then implement an appropriate response to defend its event or even increase its competitive position in that market-space.
We couldn't agree more.
The potential price of ignoring or "dissing" new technology is too high to ponder.
Unless you plan to retire in the next 24 months.
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