Video conferencing technology in event management
Video conferencing as a means of communication has its application and utility in a number of industries. The present paper however will limit its discussion to the use of video conferencing technology in the event management industry of United Kingdom.
The importance of video conferencing as a means of communication in the events management industry may be viewed from an article authored by Jane Stanbridge for “Conference and Exhibition Fact Finder issue of 2002, and published by Batiste Publications. The said article takes its cue from the September 11 events of 2001, and comments that though the British out door event industry was in shambles in the post 2001 era, the industry is gradually recovering. The recovery process for the British outdoor event industry is also said to be the effect of two major celebrations; namely the Millennium and Jubilee celebrations respectively. Stanbridge in her said article also notes that these two national events have served to create a general awareness, raised the number of events, and injected a new fervor in the present outdoor events held all over the country. (Stanbridge, 2002)
Though the said article focuses on the outdoor event industry as a case study, yet it provides a positive note in view of the general set of difficulties faced in planning of such events, with the British climate being one of the most unpredictable aspects. Another aspects highlighted by Stanbridge in her said article includes raising the standard of professionalism and becoming more creative by the respective British event organizers and event managers. The use of technology, such as video conferencing has also contributed a great deal towards the success of such events, and has allowed event organizers and managers across United Kingdom to plan events through out the year, instead of being limited to the traditional April to October outdoor season.
The holding of the ‘Marquees’ is one such example, which is now successfully held even in the midst of winter duly assisted with such features as built-in floors, and adequate heating arrangements to make the event practically weatherproof. One can thus gather that the use of such extra features, creativity in using technology and innovation in the use of ideas have added to virtual success of outdoor events. Outdoor events being held with the aid of such technological features include the holding of pop-concerts on the beaches, beach sports being staged in the Hyde Park, and live telecast of cricket matches to the mass audiences. These are indeed some of the noteworthy accomplishments where a combination of AV technology and innovative ideas has provided tremendous scope for the British out door industry. (Stanbridge, 2002)
Some of the hundreds of different exhibitions and other events held through out Britain under marquees include classic car shows, agricultural and flower shows, craft and gift fairs, dog and horse shows, antique fairs, countryside and county shows, horticultural shows, highland games, air shows, pop concerts and music festivals, sporting events, cultural and art festivals, Christmas fervors; hence events and festivals for either a specialist interests, national or an international extravaganzas can be enjoyed by practically everyone, irrespective of their age group of culture. The duration of either of the said events may vary from a single day to 3 days, in turn attracting thousands of visitors from all over the country. Those coming for events that last for more than a day also stays overnight in hotels, injecting the economy with additional jobs for the local populations and wealth for the respective community. (Stanbridge, 2002)
A rise in the number of events and exhibitions, including out door events thus contribute to the economic well being of the respective economy. On the other hand these events also benefit those associated with the event management industry. An example to this respect is the Southampton Boat Show of 2002, which attracted some 37,000 visitors, as well as raised the business of the local community by 100 percent. (Stanbridge, 2002)
Corporate Conferences and Meetings – Usage of Video Conferencing
The corporate conferences and meetings are some of the prime segments within the events management industry where video conferencing is gradually becoming an every day tool as a means of communication. Also termed as for-profit segment, the corporate conferences and meetings are by and large organized by companies and corporate organizations for convening sales conferences, launching new products, management meetings, to conduct training programmes/courses, presentation of business portfolios, and annual general meetings.
A report issued by the British Conference Market Trends Survey as of 2001 noted that 59 percent of the more than 1.4 million conferences and meetings were held by the British corporate sector alone. (UK Conference Market Survey, 2001)
A similar survey carried out a year later in 2002 by the UK Conference Market Survey on 300 corporate organizers compiled a set of facts and figures about the British conference and meeting industry, in turn providing a brief on this segment of the British event management industry. (UK Conference Market Survey, 2002)
In its report of 2002, the UK Conference Market Survey noted that there was a lower turn out of attendees for the corporate events as compared to other types of conferences. The same survey also showed that some 68 percent of the events accounted for less than 50 delegates, while the average number of delegates attending a corporate event was 111. (UK Conference Market Survey, 2002)
The 2002 survey also noted that the average duration of a corporate event was 1.3 days, while 40 percent of the events held by the corporate sector comprised of residential status.
The choice of venues for holding events was another salient factor, which remained limited to out-of-town hotels, city center hotels, and residential conference centers. It was also noted that the influencing factors for the choice of a venue included the location of the venue of conference, quality of facilities at the respective conference, accessibility, and quality of services offered at the selected conference venue. (UK Conference Market Survey, 2002).
Economics of the Corporate Conference and Meetings Segment of the Event Management Industry
Though it is practically impossible to determine the number of meetings taking place at a given time across Britain, or find out how many companies are holding events at one time; yet the importance of the corporate and meeting segment of the event management industry is nevertheless considered valuable amongst the various segments within the entire British event managements industry. The British Conference Market Trends Survey of 2001 in its report assessed the value of the venues segment of the event management industry to be approximately 4.3 billion Pound Sterling.
Furthermore, a break up of the same segment showed a larger portion of expenditure comprised of accommodations and registration fees, with an average spending of Pound Sterling 140 by each delegate. This figure did not include travel to and from the point of destination.
A similar survey carried out by he UK Conference Market Survey in 2002 noted that corporate organizers across Britain spent an average of 109,700-Pound Sterling per year on events. (British Conference Market Trends Survey of 2001 and 2002)
The Importance of Video Conferencing in Corporate Conferences and Meetings
A brief on the corporate events including conferences and meetings though revealed that factors such as the health of the economy, the state of the respective market changes in the industry, and changes in industry trends had a significant impact. However, the segment of communication too played a very vital role in affecting the performance of the corporate conferences and meeting segment within the event management industry. Statistics as of the years between 1998 and 2002 compiled by the UK Conference Market Survey of 2002 noted that there was an 18 percent fall in the volume of events during the said period. (British Conference Market Trends Survey of 2001 and 2002)
The survey of 2002 also presented a comparison of the different means of communication used by the conference and meetings industry during the 12 months of 2001. Accordingly, Internet as a means of communication was used by some 96 percent of the corporate organizers in the British event management industry; 72 percent used the teleconferencing technology, while 62 percent used video conferencing as a means of communication respectively.
Though there has been a dramatic rise in each of the said means of communication over the last few years, the technology of video conferencing has witnessed the highest surge as compared to the other forms of communication, which include text, e-mail, and Internet messaging. Some of the factors in the rise in usage of video conferencing technology include the need and importance for face-to-face communication, the rising need for interactive participation in conferences and meetings, question and answer sessions, quizzes, and group musical performances.
A related development in communications within the video conferencing technology is the rising need for better and attractive presentation technology. This has perhaps provided for yet another factor, which has raised the need for video conferencing technology by majority of conference organizers and managers across the United Kingdom. Statistics as compiled by the UK Conference Market Survey as of 2002 noted that some 86 percent of organizers used the personal computers for projection of presentation material/text that was linked with the data within the same PC.
This trend also highlighted yet another vital factor in the means of communication, according to which venue organizers, event managers and all those associated with the event management industry expected more in terms of their ability to keep up with the advances in technology, and thus provided and offered better presentations to their attendees/clients respectively. Together with higher quality of conference/meeting facilities and services, the usage of communication tools such as video conferencing was thus in higher demand. Though recruitment and training of relevant personnel for meeting such demands as operating video conferencing facility continues to pose a challenge; nevertheless those with the said set of facilities and personnel continue to enjoy an edge over users of other traditional means of communications. (British Conference Market Trends Survey of 2001 and 2002)
Tags: british climate, event managers, means of communication, standard of professionalism, video conferencing technology
