The event industry has reinvented itself over the last year. The focus turned to digital technologies and virtual opportunities for interaction. With hybrid events, organisers are now returning to physical live experiences. A very special trend is emerging from this: satellite events.
“The lack of personal interaction is becoming an ever greater challenge for our clients,” says our Show Director, Christoph Runne. He believes each company’s brand experience thrives on physical encounters, haptic perceptions and emotions. Nevertheless, the tense Covid-19 situation means that physical event formats are viewed with a degree of uncertainty. Changing travel restrictions and official regulations make planning difficult for those in charge. The solution is: satellite events.
During a satellite event, one event is shared between multiple venues. “Local venues mean that not only can long travel distances and expenditure of time be minimised for the participants, but the individual “satellites” can also take care of their participants in line with regional requirements,” says Runne. At the same time, all of the venues are connected to each other – for instance, with overarching programme items. This offers the advantage that companies can orient their content towards the target group attending at the specific location and yet still be part of a comprehensive, shared event. The satellite event also allows networking or workshops to take place in small groups thanks to its de-centrality and creates a personal atmosphere. Runne: “Companies thus have the opportunity to once again create a physical and approachable brand experience and strengthen the connection between themselves and the participants.”
Would you like to find out more about satellite events? We dedicated our webinar on 27 October 2021 to precisely this topic.
