Livestreaming is better
On Thursday, March 5 of this year, Spiegel Online read: Fewer guests, high prices: "Car shows face decline". The Geneva Motor Show has been canceled, and manufacturers are now presenting their models online. Do they even need the car shows anymore? (an analysis by Emil Nefzger and Andreas Evelt).
SAP took precautions and started perfect livestreaming from the Sapphire in Orlando many years ago. Bravo! Now car manufacturers have also moved their presentations from Geneva to the Internet - not only will the health of employees and visitors benefit, but CO2 emissions will also be reduced by cancelled travel.
It is likely that Sapphire will not be able to take place this year either. A parallel major event by Google in the coming May has already been canceled.
I see this as a tremendous opportunity because the resources saved can now be spent on sustainable educational work: SAP's livestreaming can be further developed and perfected.
Public relations work together with trade and business media can be intensified. Platforms like E-3 are largely immune to medical viruses and produce less CO2 than numerous flights to Orlando.
It would thus be a very sympathetic offer if SAP could cancel Sapphire 2020 in Orlando and instead intensify its educational and informational work for the SAP community - there is plenty of need!
In the latest SAP annual report, the Customer Loyalty/Net Promoter Score is negative again. This means that more existing customers do not recommend their ERP supplier compared to the group that still has a positive opinion of SAP.
Livestreaming and all other media channels, print and online, are and remain better! With print and online, SAP and the partners reach all existing customers - even those who do not want to or cannot afford a trip to Orlando, for whatever reason!
The resources for expensive trade show booths, complex transport logistics, elaborate stage shows can now be used for content, i.e. for information and educational work. Trust can be built with qualified content; this new relationship management is also an opportunity for customer loyalty/net promoter score.
Mass events are not just out of fashion because of a pathogen. The high expenditure of resources and the CO2 footprint clearly speak against mass events.
As a result, mass media such as the Internet or high-circulation trade and business media are once again moving into the focus of targeted information and education work. It is important to seize the opportunity and develop a new communication culture.