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Reconciling economic and environmental concerns is one of the most important and pressing issues for the future. This megatrend is coming increasingly into focus in almost every area of life. The communications industry must also address this.
“Nothing can replace a live event!” This short sentence sums up the great significance and impact of live communication.
However, the travel and meeting restrictions caused by the pandemic have led to a collapse in the events industry and, at the same time, a surge in digital communication. Zoom, MS Teams and BlueJeans, as globally accessible “easy-to-use” video conferencing systems, as well as digital interaction tools such as Mural or Collaboard, are representative of software solutions that help steer the global “forced digitalisation” in an orderly direction.
The ability to communicate in a virtual space appears to break down geographical barriers.
What has an absolutely positive impact on the decarbonisation of the world is a shock, particularly for the travel and events industry. Hundreds of thousands of jobs are at risk. But it is not a question of one or the other. It is not about ecology or economy. It is about finding meaningful answers and solutions to how both sets of issues can be sensibly combined.
Business and society have learnt: digitalisation helps. It helps us to be and remain capable of action – even in times of crisis.
New formats for communication have developed at lightning speed, and those who have not turned a blind eye to the necessary change recognise the great opportunity that lies ‘also’ in digital communication.
The key word is ‘also’! The ‘new normal’ in event communication then becomes crystal clear: it lies in combining the advantages and possibilities of online communication with the unique strengths of live communication.
And whilst technological development continues to advance exponentially, human development remains fairly linear. Our basic needs do not change. On the contrary: in times of social distancing, the need for solidarity, strength, belonging, security and self-esteem has actually grown. The fulfilment of emotional needs becomes particularly important when we are apart.
The intense experience of a year full of change shows that it is not necessary to fly people in from all over the world for every management, team or project meeting. From the perspectives of the environment, time and cost, this is no longer appropriate. Entire factories are now being set up, for example, using HoloLens technology – effectively ‘remotely’. Video conferencing is therefore the efficient and sustainable order of the day here. But video conferences are not digital events, and certainly cannot be compared to the impact of live events. They do not evoke an emotional response.
The use of digital possibilities means that communication can become more comprehensive, up-to-date, transparent and, in the long term, far more engaging. But only in combination with face-to-face communication – live and on-site – can the full impact be felt by people.
It is emotions that make the difference. The genuine, unfiltered experience that you can ‘touch’. The secure and motivating feeling of being an active part of a community arises only through direct experience.
In the age of the ‘New Normal’, communication concepts – which enable the combination of online and onsite, live and digital, and interconnected, mutually reinforcing communication channels (360-degree communication) – will provide forward-looking answers to the pressing questions regarding effective, emotional and sustainable communication. This is particularly true against the backdrop of ecological and economic considerations.
Thus, the phrase “Nothing beats a live event!” can be slightly tweaked in relation to achieving communication goals: “Nothing beats a live event. The path to it and the path beyond it lie in targeted digital event formats and the accompanying communication via digital channels.”
It’s good for the environment, easy on the wallet and boosts the impact!
Whether in the national press or on social media, it’s everywhere: the high-tech company TRUMPF is celebrating its 100th anniversary this year. We at what when why were right at the heart of it all and organised several truly momentous events for the global market leader.
Three exciting days of culinary delights on the Balearic island of Mallorca. We designed this sales incentive as the perfect way to kick off the barbecue season, providing participants not only with information on the topic, but also giving them the chance to get hands-on...
To mark TRUMPF’s 100th anniversary, What When Why supported the company in designing and staging an extraordinary anniversary event. Through an innovative production, the team succeeded in blending tradition and the future, bringing TRUMPF’s innovative spirit to life.