Tech integration ‘at the heart of everything’ – IMEX leader

Event tech integration “is at the heart of everything” allowing organizers to keep pace with the digital transformation of our industry, according to an IMEX leader.

Gary Coombs, CIO at the group, believes it is impossible to know what the next development will be so it is crucial for a planner to be able to evolve and to adapt quickly.

Features like AI chatbots and facial analysis tech have been around for a while, but recent advancements in their capabilities demonstrate how organizers need to be flexible.

He said: “Integration is at the heart of everything – if you’re investing in a technology that doesn’t integrate you’ve got to question whether that is the right technology.

“None of us know what the next thing will be. 

“It’s about being flexible to take advantage of those things and not be in a place where you’ve got to wait three years before your roadmap gets to building something like that. 

“You should be able to just leverage the tool as soon as possible.”

Gary added: “It’s less about technology and more about people. As a technologist, I think about the people and the processes first – the technology is almost the easy bit. 

“If you’ve got people on board who can recognise the need and can identify what they actually need to do, getting access to the data is never the hardest. 

“Making sure that the tool has open API structures to it so that you can get to all of the data, you can read right from the data – that’s the key when you’re looking at these tools.”

He explained how an “explosion” in digital touch points has meant event participants now expect much more from live shows.

The tech-fuelled transformation our industry has seen means there is now more than 20 times as much data due to digital tools, according to ExpoPlatform estimates.

Gary said: “If you go back a few years ago, exhibitors were happy with the number of people on site and number of leads.

“You did your scanning, you got your leads – that was it. 

“I think the evolution of going through the virtual-hybrid world meant that exhibitors have a lot more data they can see.

“The technology was coming up but the exhibition space could get away with putting on an exhibition without doing anything more.

“Then that explosion gave us a lot more touch points and more insight.”

However, he explained that this boom in data was not the most important aspect of information being gathered.

Gary believes it is crucial the insights your participants are gathering are high quality.

He said: “Sometimes less is more – by having 1,000 quality leads versus 10,000 scans.

“They’re better, but it’s hard to measure that level.

“That’s ultimately what you care about. For me, it’s about that quality of engagement.

“A tool like ExpoPlatform allows us that kind of level of insight.”

His comments come after it was announced that ExpoPlatform would be the official tech partner for IMEX for its 2023 shows in Frankfurt and Las Vegas.

The pair have been working to offer participants a new online platform enhanced with a range of tools designed to maximize seamless business connections.

This makes it simpler for exhibitors and buyers to find and meet each other in the run-up to the show and then to enhance those relationships face-to-face at IMEX.

Gary explained how features like these should be able to mimic those we see as consumers when searching for things like restaurants or movies.

He said: “Where some of these algorithms are helpful is trying to identify someone who’s similar to someone else you’re looking at, which is more like the model of how we are in our personal life. 

“We look at recommendations we’re much more willing to accept – because this guy went to that restaurant and gave it five stars I’m more likely to go there.

“It shouldn’t be about us trying to match people to meetings, it should be about giving people insight of what other people are doing – that’s what ExpoPlatform does quite well.”

A lot of these recommendations can be built on by analyzing what content is being consumed by your participants.

For instance, it makes sense to recommend an exhibitor with strong green credentials if an attendee is looking to attend a series of sessions about sustainability.

Gary added: “What are the hot exhibitors that people are going to? What’s the hot content that people are following? Can you make recommendations on the back of them? 

“That’s where I think that we should be looking at providing recommendations and helping the end buyer have a successful event.”

This tech-fuelled approach could even encourage exhibitors to be more proactive with the online tools to help them succeed at a live event.

Gary gave an example of two suppliers showcasing similar products with one of them using the tech platform to offer a compelling reason to visit the booth, such as a prize.

He added: “It can be both just as good a product, but it’s about how you sell yourself.

“That should be the same in the lead-up to the event as it should be at the show.”

Meanwhile, one of the most important topics for IMEX Group is how it can become more sustainable – and educate organizers how to improve their green credentials.

It published its first ever externally-verified Sustainability Report for IMEX Frankfurt, ahead of the tradeshow taking place between May 23 and 25.

The group has also tracked and published the environmental performance of IMEX America since 2012.

Gary explained how the IMEX wants to lead by example on this issue, while also getting ahead of competitors.

He said: “At IMEX we bring together a global audience, so we can have some sort of impact. 

“If we educate our audience and we act how we think that the world should be, then that should ultimately roll out. I think that’s it’s key to everything. 

“We do think about sustainability – our net zero commitment, how do we measure, where can we be responsible and where can we not because it’s really tough. 

“It’s not an easy answer, but it’s how we can deliver an exceptional show experience in a highly sustainable way.

“I think that we will see people in time only wanting to deal with exhibitors that are more sustainable and demonstrate their sustainability credentials.”

Part of this includes how technology can help reduce waste and improve performances, such as paperless badges where appropriate.

Gary believes there are many ways digital tools are able to improve sustainable practices – but it requires constant reflection.

He said: “It should always be a question, do we need that interface or can we do that via technology?”

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