In an interview with M&C Asia, Pico’s Vincent Yap pointed out the importance of providing virtual events solutions to continue driving the meetings ecosystem amid the COVID-19 pandemic. However, live events will remain vital because of the irrepressible need for human interaction. Hybrid events are likely to evolve as 'the new normal' for the industry.
Events are going greener – but not for the sake of the environment alone. Consumer expectations of good corporate citizenship are an even more powerful driver; according to Nielsen, an overwhelming 81% of respondents from around the globe strongly believe that companies should help improve the environment.
When we talk about conveying the essence of the brand – the substance that makes it meaningful and unique – we are talking about storytelling. But storytelling is more than a literal all-purpose history; it’s about crafting information into a human experience. On each occasion it is used, a story needs to be refreshed so that it resonates with a different audience, time, place or product.
Pico’s Chairman looks at how AI has become routinely applied in an increasing number of industries in the past few years. With AI-powered robots now successfully drafting legal documents, patrolling airports and taking on other tasks, AI is set to proliferate even more quickly into more aspects of event, business and daily life.
In his Headline Finance column, Pico’s Chairman offers examples like the GUINNESSTM Connoisseur Bar pop-up store to explain how brands are creating novel experiences to relate their stories to a new generation. With different generations having different expectations, he says, brand marketing must change with the times.
Events upgraded with new technology are the focus of a Headline Finance column by Pico’s Chairman. Pico’s own Born to Run virtual running platform and ‘Our Harbour 1881, Our Stories’ are examples of how interactivity can bring fresh appeal to familiar histories – and even the ancient activity of the marathon.
As Pico’s Chairman points out in Headline Finance, cyber-crime tactics are constantly changing – and businesses and individuals need to be vigilant to keep up. Common-sense measures like using unique and complex passwords can make a huge difference in security – and help businesses maintain their reputation as a trustworthy partner.
Many businesses rely on data to predict consumer behaviour and optimise their strategies – but for good predictions to be made, ‘good data’ must first be collected. In his Headline Finance column, Pico’s Chairman describes how immersive new technology like VR will yield more accurate data at lower cost – and lead to better results for businesses like retailers and event planners.
Pico’s Chairman takes note of how brands are increasingly diversifying beyond their traditional market segments in an effort to build a bigger following. The key to success? Starting with a brand image sufficiently strong and defined to add distinction to almost any product, for almost any audience.
The promise of truly high speed mobile VR/AR and video livestreaming is about to be fulfilled as 5G edges closer to the mainstream. For event planners, 5G should usher in a new crop of tech that will make audience experiences more vivid and engaging than ever – even for audiences far beyond the confines of the venue.
Customer behaviour has changed in this digital era – even when the customers are the clients of B2B firms. As Pico’s Chairman explains in his new Headline Finance column, the B2B world is responding with marketing strategies that use tech to pinpoint target audiences, and reach them with fine-tuned content via digital platforms and AI.
Trade shows, conferences and even meetings are increasingly taking their cues from music festivals and fan festivals. An article by Darren Lim from Pico+ looks at how and why ‘festivalisation’ can boost engagement, including by tailoring events for maximum audience appeal, providing a choice of brand-audience interactions, and even by letting audiences plan their own agenda. Read it all here.
Cutting-edge identity recognition technologies are maturing and bringing greater convenience to many aspects of daily life. However, there are still legitimate worries about the security and integrity of the personal information we share with companies and institutions. Does blockchain offer an effective solution?
The Pico Chairman’s latest Headline Finance column builds the case for data at the foundation of every successful marketing event. Specifically, the Chairman relates how vital it is to ‘know’ a brand’s target audience before shaping events and brand interactions around their behaviour and preferences. Read the full column here.
The rising expectations of event participants can only be fulfilled with a constant stream of new, fresh and original activities. But adding new content or changing formats can be challenging, especially when venue restrictions are considered. In these situations, the use of technology can open up unlimited possibilities for event planners.
Facial recognition will certainly continue to grow, and people will come to see it as a routine part of daily life. However, some people still feel uncomfortable about the technology. Some feel that having their facial images captured at an event, or having their movements tracked there, infringes on their personal right to privacy. They forget…
Creativity was the real power source at events. Barnabas Chia tells us how his team generated buzz for the i Light Marina Bay festival in innovative ways that added to the experience, like swooping into media conferences with giant inflatable spiders and devising precisely targeted community and charity activities.