The impressive growth in the area of events is explained by the benefits they generate for brands, revealing themselves as a communication tool that is increasingly used due to its effectiveness.

At the same time, the sector has become more professional. It is still far from an ideal situation, but efforts in this direction are beginning to be felt. And they are necessary. Firstly because of the scope and complexity of the activity. Secondly, because the participants of the events, the target public, have become increasingly demanding and informed. Thirdly, and no less importantly, because brands are increasingly opting for this communication tool. And it is clear that, by choosing this way of communicating, brands want and expect to guarantee ROI (Return on Investment).

This way, it seems absurd to me for a brand to do an event that doesn’t create an impact. It’s throwing money on the street. It’s burning the communication budget inappropriately. It’s missing an opportunity when there’s only one. It is not meeting targets.

An event, whatever its type, always has as its ultimate goal the transmission of a certain message. Whether it is a concert, a corporate event, a press conference, a meeting of objectives, an event for an external public or an internal event.

In any of these formats there is always an idea or a message to transmit. You therefore want that message to be transmitted in the most efficient way and to create an impact on the audience. Only in this way will the public retain the event and its message in their memory.

To create impact on an event and offer a memorable experience, we need several factors, but I am sure that audiovisuals are the element that has the most weight in achieving this goal.

Whether through the creation of environments, stage scenery, lighting design, acoustics, or a simple projection of a presentation, audiovisuals can and should promote and emphasise communication at an event.

Content is important, but audiovisual scenography can give it even more importance, sometimes just small details.

Why? Because the audiovisual component stimulates the senses of the target audience, increasing their interest in the subject and their attention, facilitating communication, promoting retention in the memory.

The success of an event depends largely on the impact and internalisation by its audience of the message to be transmitted, and the use of the audiovisual area to achieve this goal is fundamental.

Because a picture {with impact} worth a thousand words.

And for this reason, I believe that virtual events are here to stay and that they will also be increasingly humanised.

I also believe that virtual events will not replace on-site events, and that these will incorporate the advantages of the virtual ones, becoming hybrids. And here lies a great challenge: a hybrid event will be a 2 in 1, with completely different needs and experiences.

New platforms and new dynamics will certainly emerge to enrich both experiences and make them even more memorable.

It is curious, however, that BC [Before Covid] we were inspired by TV shows. Now, AC [After Covid], events are like television shows on an international scale.

I think the events industry is going through a time of endless opportunity because it has opened up to new markets.

However, there are things that don’t change: creativity continues, and will increasingly be one of the factors making the difference. Whether they are on-site, virtual or hybrid events.

What yesterday seemed like the future is today our reality.

The future? The future is phigital!