BtoB Event planning:
WiFi as the key to successful digital transformation

With smart homes, e-health apps, location-aware apps and the IoT, WiFi has gradually become the backbone of many sectors. The corporate world is no exception to the rule: a WiFi connection is often seen as the core element for working in a network. Despite the integration of digital technology in all areas of our society, the B2B event planning sector is struggling to make the transition its visitors are waiting for.

Compared with events for the general public, such as VivaTech, which attract crowds with highly inventive and innovative approaches, B2B trade shows suffer from an overly traditional image that limits their attractiveness. In addition to this key issue, economic change is encouraging professionals to look more carefully at the ROI of attending trade shows. Whether in terms of exhibitors or attendees, it is difficult to convince people to travel without an appointment, because today, being present is no longer enough: it is necessary to network in order to exist.

For organisers, there is a dual challenge: on the one hand, attracting enough people to achieve a positive ROI; on the other, standing out from competing shows, and keeping people coming back to future shows.

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