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First it was the move to texting instead of phone calls (and, I might add, in some instances ringing the doorbell!); more recently, it is the preference for using a QR code to order in a restaurant, rather than speaking to a server. But perhaps it is not surprising that Generation Z, having grown up entirely in the digital age of smartphones, social media, and instant messaging apps, much prefer written – or visual – communication to face-to-face interaction.
Nor is it remarkable that some of the ‘older’ generations sometimes find this difficult to understand; and are generally the ones queuing at the cashier-manned supermarket tills, even when the self-service ones are empty.
It is all about progress – as I explained to my parents when I bought my Sony Walkman and helped them to set the video recorder – and it is important to embrace change.
Nevertheless, when I looked up the definition of ‘communication’ – the imparting or exchanging of information by speaking, writing, or using some other medium – I was pleased to see ‘speaking’ still taking pride of place.
Certainly ‘speaking’ activities continue to have a key role in today’s PR and communications programmes. Whether it’s a one-to-one interview with a journalist or a client review and planning meeting, for me, face-to-face interaction is often far more effective than a Teams call or an exchange of emails.
While video calls are undoubtedly useful and timesaving, and have an important place in today’s business world, the remoteness of the discussions often restricts proper human reaction. In particular, balanced two-way conversations can be a struggle, first with people talking over one another and then the awkward silence while everyone waits for someone else to speak. The more people there are on the call, the more challenging this becomes.
By comparison, face-to-face discussions can trigger meaningful conversations and create genuine connections. And nowhere is their value more evident than in the continuing popularity of exhibitions and events. Despite the growth in virtual events – and the lasting impact of the pandemic – in-person trade shows continue to play a critical role in many businesses’ marketing strategies.
Exhibitions can help to humanise brands. For visitors, they provide the perfect means to get hands-on product experience, while exhibitors often get valuable feedback. Personal discussions allow ideas to be more freely exchanged, common problems and possible solutions can be discussed, and the shared body language between participants helps to keep conversations focused and open.
At Nielsen McAllister we have first-hand experience of the effectiveness of this approach. Our client LogiPharma has recently completed another successful event, confirming its position as the largest global meeting place for leaders across the pharma and med tech supply chains.
The three-day event in Lyon attracted over 2,200 visitors, with 180 sponsors, and 150 exhibitors. The wide-ranging speaker programme that included presentations, round table discussions, and case studies was extremely well-attended, as were all the after-hours get-togethers. Several companies chose LogiPharma for important announcements and product launches, and the event attracted many of the leading trade editors, for whom the Nielsen McAllister on-site team was busy organising interviews. No surprise, therefore, that the event is heading to an even larger venue next year.
As my colleague Simon remarked, LogiPharma can be viewed at the Glastonbury of the pharma world – you register for your ticket even before you know the full line up.
LogiPharma is the perfect example of a closely targeted event. But the larger all-encompassing shows are still valid as well – Interpack and Drupa, for example, with their well into six figures attendances.
Naturally, exhibitions and events are also adapting to take into account our digital world. There has been a growth recently in hybrid models combining virtual and in-person elements to reach a wider audience and offer a more flexible experience. But traditional trade shows continue to offer valuable opportunities to generate leads, build brand awareness, and reinforce existing and establish new business relationships.
Whenever you speak to someone working in PR about how they got here, the answer is never what you’d think. Find out how the NM team ended up in the industry in our latest blog.
In her latest blog, Alona talks about writers throughout the ages, and how they always hit the mark - in whatever circumstances they saw fit.