Live is live – and that also applies to communication. However, live communication in the events industry is not about two people talking to each other – it is rather the umbrella term for all the tools that companies or brands use to communicate live and in real time with their target group in a prepared setting. It is therefore about conveying a message and bringing an experience to life.
What does live communication mean?
Live communication includes all instruments that deal with direct and personal target group communication, thus requiring a personal encounter.
Live communication plays a central role at trade fairs and live events, for example, as direct exchange is important for acquiring new customers, but also contributes to customer care and trust building.
Live contact with customers is also a key element in the B2B customer journey. Contact can also be established through active participation by the target group with the manufacturer and its brand.
This is often presented in a staged, emotionally appealing environment in order to create distinctive and memorable experiences for the target group.
