Emerging Technology and Marketing Trends Set to Impact Face-to-Face Events in a Big Way

March 29, 2015

1.       Customer experience
Customer experience rather than brand loyalty is taking center stage globally. More resources are being channeled than ever before into online, social media and face-to-face customer service. According to Gartner, by 2017, 50 percent of consumer product investments will be redirected to customer experience innovations. Consumers will bring similar customer service expectations to the events they attend.

2.       Interactive marketing
These days, customers expect to be active participants in the success of the brands they follow and love. They want to contribute to making their favorite brands even bigger and better. Marketers, in turn, are learning to use technology and analytics to engage consumers repeatedly, not just at the point of transaction. Event organizers would also need to implement solutions that make it easy to provide long-term, immersive experiences to audiences.

3.       Demand-based servicing
New technology-based markets are evolving rapidly and disruptive innovation is becoming the norm everywhere. One size fits all is truly history. More and more, we are seeing niche groups of buyers sharing key demographics being served personalized solutions based on their unique requirements. This trend is sure to migrate to B2B and B2C events where an unprecedented diversification in demand patterns will create new segments and value networks.

4.        Location based interaction
Beacons and mobile apps are providing businesses with solutions to connect with consumers in new ways, and collect intelligent data to help analyze traffic and buying patterns. The ability to connect with attendees via sensor technology will similarly enable event organizers to connect them with relevant exhibitors and get feedback in real-time to resolve issues as they arise.

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact