IBTM Wired day two concludes digital experiences are key

IBTM’s virtual event, IBTM Wired, closed out its second day discussing the importance of digital platforms to the next stage of the events industry’s recovery. Speakers on day two (29 June) of the event included: Abi Cannons, global innovation success manager, Reed Exhibitions; Tess Vismale, CMP, DES, chief event executioner, event technologist, isocialx; Rachel Stephan, founder, Snoball Events; and Linda McNairy, VP Americas, American Express Meetings & Events. Stephan spoke about how digital served the industry over the pandemic, saying: “Digital was an immediate band-aid solution so that people could continue on.” The other key theme on the day was around collaboration and having industry figures work together to create solutions and shared learnings. Stephan said: “Imagine if individual meeting planners could get together and talk about their mistakes and learnings. It would be interesting to collaborate in this way.” Omnichannel events were also discussed during the Americas session. Omnichannel events not only leverage live settings but also utilise a digital presence. Sherrif Karamat, president & CEO, PCMA, said: “In the 80s and 90s there used to be television blackouts during major sporting events to try to get people to go to the live games. Then they realised that if they opened up the games and showed them on TV, it would make people want to go even more.”