Tech events as means to promote new cutting-edge products and services to accelerate their adoption

Abstract

In a world where people are leading fast-paced lifestyles and becoming increasingly absorbed into the digital realm, with breakthroughs and innovation consistently occurring, It is easy to say, change is the only constant. Technology has thus far drastically improved and is ever-changing. With new emerging technologies and major advancements being frequently announced, it can be overwhelming to many people who do not understand it. As time passes and as technology rapidly progresses, different industries are adopting new technologies to gain competitive advantage and to be able to achieve their business goals more efficiently and effectively. Moreover, with that being said, events are organised to fulfil different purposes. In the case of technology themed events (henceforth referred to tech events), companies make use of different types of such events to inform, announce and promote new cutting-edge products, related services, and innovations. Tech events all around the world are held regularly to gather thought leaders, pioneers and innovators to initiate conversations about newly introduced products related to technology and allow it to gain media coverage allowing the information to spread with the help of media platforms.

The aim of this research is to assess and determine the impact of tech events on participating companies as means to promote their new cutting-edge products or services to better accelerate their adoption by participating or exhibiting in tech events in the past. A qualitative approach was chosen to acquire the appropriate data. Twenty company representatives, were strategically chosen for in-depth interviews. The scope of the interviews and analysis was to be able to understand the impact tech events have on participating companies, its importance, and how it can be used as a promotional tool for these companies. Due to the current 2020 Corona Virus pandemic, which took place whilst conducting this study, this research has also added an initial preliminary assessment on the impact of COVID19 on the event industry.