History of the Future

“If opportunity doesn’t come knocking at your door, build a brand” – Bernard Kelvin Clive

Marketing is the backbone of the success of any business brand. Amongst the pillars of marketing Brand Building through Brand awareness is the most crucial. Brand awareness is built with making the product both visible and tangible to the consumer.

The inception of the events may be traced to mythological times, where the birth of a prince to his coronation was a celebration for the folk-lore. In the modern times, The Delhi Durbar, meaning “Court of Delhi”, was an Indian imperial style mass assembly organised by the British at Coronation Park, Delhi, India, to mark the succession of an Emperor or Empress of India. Also known as the Imperial Durbar, it was held three times, in 1877, 1903, and 1911, at the height of the British Empire. The 1911 Durbar was the only one that a sovereign, George V, attended.  Thus, events have been an integral part of our lives at various levels. Today, we have various terminologies for the same, like MICE, EVENTS, TRADE SHOWS etc.

Historically cities have established along the rivers, then along the industrial hubs, and then along the centres of education. Now when we have arrived at the cusp of change in our civilization where we have established both need and resultant from learning, production and trading, the only way forward now is to meet and exchange thoughts with our peers.  Thus, a need to create ‘meetings’ and ‘events’ connected with the same, like trade exhibitions, road shows, launches etc.

With a well-established need for the above, what is required is a structured and systematic way of executing a particular job. It may be compared to planning at any level which may be as basic as planning a school curriculum, or financial planning or planning a war or planning a surgery by a doctor. Target marketing for event planning is very broad. At the macro level, it assists in creating projects, defining objectives, and partnering the client to achieve the objectives. It also delivers in generating financial resources. Each event is unique in its inception, conception and execution. This is what effects the budgets and timelines.

The biggest challenge is the ability to THINK. This springs from the lack of training. Most of the event managers across all three listed above are the ones who have trained on the job, and have not received a formal training in this field. In the Indian education stream this is still a business practice but not a profession emerging out of formal structured education training. Thus, the practicing professionals display only the response system which is reactive and not pro-active. This also results in total lack of knowledge of safety standards and thus their implementation.

As we look into the future, we have today avenues that we never had before to create and share our ideas with the blink of an eye. The internet being an endless resource of knowledge has simplified at various levels the research process. This knowledge capital supplemented with boundless imagination has enabled the creative delivery at higher speeds. Artificial Intelligence has supplemented long process of data analysis. Augmented reality has improvised on presentation media. Search engines with image recognition abilities have today simplified attendee management.

At Incredible design, we are a THINKING studio, where INNOVATION is the way of life. We think for you. We do not service but we partner in making your dreams a reality. We are working in the field or technology enabled solutions for Trade shows and Conferences with focus on Artificial Intelligence and Interactive Products Design.

About the Author

Sanjay Soni is the Founder & Chief Knowledge Director of Incredible Design. He is an Alumnus of School of Planning and Architecture, New Delhi, and has travelled across the globe and gained experience through working with different nationalities to imbibe a unique sense of design and delivery. He also has an experience of 25+ years in the field of Exhibition and Convention design, management and execution.