Presential, an irreplaceable value in fairs and events

In a globalized world characterized by the rise of new technologies and digital communication, the MICE industry maintains its effectiveness as a marketing communication tool by keeping the best relationships with customers, suppliers, competitors, industry and internal stakeholders.

Despite the constant change in the business environment, presential face-to-face communication will never be 100% replaced by new channels. Thus, evolution will be based in enhancing these fundamental, inherent and exclusive aspects in such actions in MICE. Each meeting should be unique, the most appropriate scenario to add value to the real contact between people and offer incentives to the participants in order to make this experience different from other.

On the other side, we find the “time factor”: trade shows and events have a limited duration and are ephemeral that is the reason why the ROI must be calculated in detail. These days, we have at our disposal many tools to enhance the performance in a fair.

For all these reasons, the trade show industry remains in force and, in the XXI century, all eyes are focused in the celebration of the most prominent medical congresses and the major worldwide technological events.

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