MWC 2018 – Can you ‘Trump’ 2017?
At MWC 2017, the creative bar was raised. Higher than in any previous year. But what do we mean by “the bar was raised”? And if the bar has been raised, what do you need to focus on to trump the competition next year?
Firstly, in 2017 not only were there more immersive experiences, enabled by creative use of tech, but also much of the architecture was given an avant-garde quality and energy. The show had a more modern vibe in 2017. IBM, for example, used more expressive architecture and focused message. Less clutter. More entrepreneurial spirit.
Who cleaned up in 2017?
Several booths stood out: Ericsson, IBM, Intel, Huawei and for different reasons, Nokia and Samsung.
Ericsson took the main prize - no longer an infrastructure behemoth. They were more Shoreditch or Gangnam, teleported to Barcelona. The message? A digital start-up mindset. Emphasis on being a hub for collaboration. The design shouted empathy with the digital world with cues to vertical sector expertise.
Intel was a good example of, the medium is the message. The giant 10k video wall with its ability to respond to human interaction. Immersive tech certainly seems the rage. But, the challenge is to go beyond the spectacle and engage on a personal level. This is where there’s room for improvement – personalisation of the experience.
Events are moving from customer experience management CxM to customer engagement management, CeM. A handful of people often decide the future of a B2B relationship. Identifying these people and using AI to engage them is the next era. CxM was about the brand experience. CeM is about engaging visitors in a conversation and community that adds value to their work and ambitions.
It’s not enough to wow.
With AI and intelligent networks revolutionising entire industries, there’s an opportunity to encourage the visitor to use their own smartphone to interact with exhibits and stories. This also allows data to be captured on the visitor, that can feedback into an innovation or insights process. It can extend the conversation and interaction beyond the event.
So that’s it. Invest more in technology, but make sure your investment is highly personalised, relevant and, above all, humanising.