MWC 2018 – Get personal
MWC 2017 was undoubtedly more immersive. More experiential. Both in terms of technology employed and through avant-garde architecture. But arresting architecture and leading edge technology are meaningless, unless you engage in a personalised way.
The overwhelming scale of MWC and other mega shows can leave visitors feeling like a number. A statistic. Or worse, an irrelevance. All too often, brands fail to connect in a truly tailored and personalised way.
Slick, irresistible, pre-show connections are at the crux of this. Get them before they get there. Get yourself on their list. Get them excited. Eager to join your experience. Eager to spend valuable time talking with you and your brand. Video-based, teaser trailers - 30 seconds for mobile consumption - with high production values can be highly effective.
Another effective engagement technique is to set up expert, online communities to stimulate discussions around vertical sector opportunities. Examples would be expert, online forums on AI in the supply-chain or the shift to driverless vehicles and the personal mobility revolution.
Guests and visitors have different areas of interest. Or, dare we say it, different areas of obsession. And, that is the Holy Grail. Get tuned to the obsession and you get to the heart and soul of the customer.
Success at MWC 2018 will be about a whole lot more than investing in tech and architecture. It will be about humanising the experience and making it personally relevant to your guests. To achieve success, winning brands will need to make another, critical step change in customer relationship management. A step change from what was once rightly defined as CxM, or Customer Experience Management, to what can now be properly defined as CEM, or Customer Engagement Management.