05.03.2020

Live stream instead of mass events: The use of digital tools at industry events and product presentations not only helps protect the climate, but also helps prevent the spread of the coronavirus (COVID-19) and other pandemics.

The world is upside down – and with it the traditional models and mechanisms of the economy. Presenting the new flagship vehicle at the Geneva International Motor Show was considered a must for the giants of the automotive industry. As was discussing the latest cybersecurity trends at the Command Control trade fair in Munich, where the relevant experts come together. Both events have now been officially canceled; the organizers are following the example of the MWC Congress in Barcelona and the recommendations of the Robert Koch Institute. All this is taking place in the context of COVID-19 containment, as a preventive measure – undoubtedly with a heavy heart. After all, not only were months of preparation in vain, but also all profit calculations are no longer relevant.

In the context of recent developments, but also in view of digital sustainability and the global efforts to mitigate climate change, digital tools for collaboration and presentation of product innovations are becoming increasingly popular. For the sake of the climate, many people are now forgoing domestic flights and avoidable business trips of their own accord, preferring to use Google Hangouts or Skype for Business.

The consequences are positive for two reasons: thanks to a growing awareness of CO2-reduction measures, we are also increasingly seeing creative, digital approaches that make large conferences and product presentations unnecessary – and perhaps even obsolete at some point. There are even prime examples of this. Ever since Apple Keynotes came out – at the latest – we know how well this can work. Every year, millions of fans and journalists worldwide watch the presentation of the latest software developments from Apple headquarters in Silicon Valley – in real time and from their own living rooms or offices. The product pre-orders after the Keynote presentations are over should convince even the remaining skeptics: Digital does it! And the automotive industry is following suit: The new Mercedes E-Class has now been presented via live stream on the Internet, as have VW’s hybrid SUV and BMW’s electric i4. At BMW, the motto is now “Milbertshofen instead of Geneva.”

Tools like Slack and Asana show how new possibilities of digitalization can be used agilely and efficiently in daily internal and external collaboration. Committed to our role as consultants and digital signposts, we at Nunatak have been using them for years in our project work, but also in our internal communication and organization – with great results (for more details, see our blog post on agility as the key to the future). In addition, we support our clients in various industries in the strategic approach to digital tools: from screening and selection of editorial tools in marketing and (corporate) communication, to the integration of B2B marketplaces in purchasing, to virtual trade show concepts. Experience shows that many things can be experienced and implemented without people being physically present in the same space. This eases the strain on the company budget – and also on Mother Nature. And not only that: if the firewall in the digital world serves to protect against viruses, digitalization in the analog world itself becomes protection.

Photo by Tim Gouw on Unsplash

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