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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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.   
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