บทถอดความฉบับเต็มของ S04 E09 - From Spreadsheets to Smart Awards: Evessio’s AI Revolution

learned yeah it was that was but not to do that in in the 00:04:46.254 --> 00:04:51.714 sas business and why what's the dangers of relying on somebody else or another 00:04:51.714 --> 00:04:55.994 piece of infrastructure to build your your technology on top of i think you 00:04:55.994 --> 00:04:59.234 well you don't know what's going to happen to that technology. 00:04:59.554 --> 00:05:02.334 It could change dramatically. The infrastructure can change, 00:05:02.414 --> 00:05:06.174 and then you've got to adapt to that. That means you kind of might have to redo all the code. 00:05:06.454 --> 00:05:08.654 I'm not a technical person. Let me just clarify. 00:05:09.694 --> 00:05:13.654 I hear every day, and it was something I learned from Paul, and he was a great, 00:05:14.425 --> 00:05:17.425 kind of mentor in that area and he was you know it's just 00:05:17.425 --> 00:05:20.785 not being reliant on somebody else's technology you know 00:05:20.785 --> 00:05:25.345 things come and go technologies change so you've 00:05:25.345 --> 00:05:30.685 got to be you know having that underlying thing is is not following that path 00:05:30.685 --> 00:05:34.865 was very important for us you're being able to determine what we want to do 00:05:34.865 --> 00:05:41.785 in the future was you know for us a starting point of seo yeah it's. 00:05:42.525 --> 00:05:48.305 It's one of the lessons in media as well is never really rely on building your 00:05:48.305 --> 00:05:54.065 audience on the backbone of somebody else's platform and exposure because if 00:05:54.065 --> 00:05:56.865 they change something or turn the light switch off. 00:05:57.505 --> 00:05:59.725 Then you've got no audience again. 00:05:59.725 --> 00:06:03.825 So it brings me on to another question, actually, then, 00:06:04.025 --> 00:06:07.845 and I'm going to preface this with, with the advent of AI technology, 00:06:07.845 --> 00:06:13.585 I think the appetite that I've seen has increased from organizers or others 00:06:13.585 --> 00:06:19.005 thinking, maybe this now gives us an opportunity to build X, Y, and Z internally, 00:06:19.325 --> 00:06:22.945 manage it and tweak it to our particular needs. 00:06:22.945 --> 00:06:25.825 Do you see the same thing and if so 00:06:25.825 --> 00:06:29.145 do you think that is also potentially dangerous 00:06:29.145 --> 00:06:31.785 you know some of the ai platforms that we 00:06:31.785 --> 00:06:36.925 hear lovable ball cursor these kinds of platforms that people are building their 00:06:36.925 --> 00:06:41.105 technologies on the backbone of it if somebody isn't technically led and they're 00:06:41.105 --> 00:06:46.465 just vibe coding let's say does that leave them open to dangers in that sense 00:06:46.465 --> 00:06:50.085 yes i yeah i've i've been a lovable, 00:06:50.305 --> 00:06:53.785 had a look around, played, see what you can do. Yeah, it's fantastic. 00:06:54.125 --> 00:06:57.245 The technology is getting better. I would say it's not there yet. 00:06:57.245 --> 00:07:02.885 You need that whole infrastructure. You need a development team. You've got to have that. 00:07:03.125 --> 00:07:07.385 You've got to make sure that your time is good. It's okay building something, 00:07:07.405 --> 00:07:10.465 but what about everything that goes behind what you've built? 00:07:11.105 --> 00:07:16.925 That to me is like, yes, customers could go away and build their own technology 00:07:16.925 --> 00:07:20.365 to satisfy their needs, but So, yeah, we've got to keep ahead of that. 00:07:20.925 --> 00:07:24.645 We've got to innovate as well. We can't stay stagnant and expect... 00:07:25.417 --> 00:07:28.357 We've got to stay ahead and give them opportunity to not do 00:07:28.357 --> 00:07:31.497 that but at the same time it's not 00:07:31.497 --> 00:07:35.037 that easy it's it's the whole infrastructure the 00:07:35.037 --> 00:07:37.857 you know if things change again their whole system might 00:07:37.857 --> 00:07:40.877 especially if it's it's a system 00:07:40.877 --> 00:07:45.077 that they're reliant on heavily financially and interaction 00:07:45.077 --> 00:07:49.097 with the customers doing registration absolutely possibility 00:07:49.097 --> 00:07:52.477 there but it's not something that i would advocate anybody doing 00:07:52.477 --> 00:07:56.217 it it sounds fantastic on the surface but 00:07:56.217 --> 00:07:59.837 when you dig a little bit deeper it it becomes 00:07:59.837 --> 00:08:03.897 you're opening a huge can of worms yeah i 00:08:03.897 --> 00:08:07.677 think there's an opportunity for people to create little 00:08:07.677 --> 00:08:11.357 tools whether that's internally for the planning process or 00:08:11.357 --> 00:08:15.837 yes you know maybe it's a ai activation 00:08:15.837 --> 00:08:19.097 on site and if that falls over it's 00:08:19.097 --> 00:08:22.157 not going to break the event right it's it's not integrated into. 00:08:22.157 --> 00:08:25.677 Registration it's not affecting anything commercial 00:08:25.677 --> 00:08:29.377 it's actually not necessarily gonna leave 00:08:29.377 --> 00:08:32.897 a really bad lasting impression for an attendee experience 00:08:32.897 --> 00:08:35.697 but if it's crucial event tech as i call it 00:08:35.697 --> 00:08:38.817 i think far from it should that we 00:08:38.817 --> 00:08:41.897 would even consider ourselves to code anything 00:08:41.897 --> 00:08:46.657 and not have that support and technical knowledge behind it do what do for me 00:08:46.657 --> 00:08:50.737 i always say to customers do what you're best at doing your best at organizing 00:08:50.737 --> 00:08:54.957 events right i mean when we first started we had customers that would say well 00:08:54.957 --> 00:09:00.217 we've got our own system and we said fine okay that's that's all well and good that's great. 00:09:00.657 --> 00:09:04.897 But then a year or two later they come back to us and say can we can we have 00:09:04.897 --> 00:09:08.777 a little bit of a chat please and so

absolutely we're open to that because that 00:09:08.777 --> 00:09:12.177 system has its end of life they're changing. 00:09:13.317 --> 00:09:18.017 I would totally agree with you that i think it's it's really a fantastic time 00:09:18.017 --> 00:09:22.037 where people can develop little add-ons that's going to enhance the product 00:09:22.037 --> 00:09:26.737 that we have or they have and i think that's where the winds are building something 00:09:26.737 --> 00:09:30.857 which is is an incredibly complex platform, 00:09:31.637 --> 00:09:37.497 requires the services behind it to be able to keep it up to speed you know keep up with technology, 00:09:38.237 --> 00:09:41.257 i would say that's that's a bridge too far for companies 00:09:41.257 --> 00:09:43.917 i think yeah you you hit the nail on the head 00:09:43.917 --> 00:09:48.937 for me is is building things now and our customers are some of our customers 00:09:48.937 --> 00:09:53.897 are doing that which i think is fantastic building those little niche bits that 00:09:53.897 --> 00:09:57.757 are going to get them new revenue streams or enhance what they're actually doing 00:09:57.757 --> 00:10:03.637 do what you know best you can't fix everything for everybody do what you know best. 00:10:03.857 --> 00:10:09.777 We would not go into running events because I just don't know how to run an 00:10:09.777 --> 00:10:11.837 event. That's not what we do. We do software. 00:10:12.937 --> 00:10:16.217 So saying it on the reverse side of things sounds fantastic, 00:10:16.217 --> 00:10:18.537 but yeah, there's many, many pitfalls. 00:10:19.322 --> 00:10:23.882 Yeah, and I think we're already starting to see people fall into those pitfalls as well. 00:10:24.442 --> 00:10:29.942 Keeping a little bit while we're on the AI theme, mate, I've got two questions for you. 00:10:30.482 --> 00:10:39.222 First one, how is Avesio looking at AI technology from its customer experience? How are you using it? 00:10:39.362 --> 00:10:44.302 Or if you can tell us what does a little bit of the roadmap look like that your 00:10:44.302 --> 00:10:47.442 customers are benefiting from AI within Avesio? 00:10:47.442 --> 00:10:51.022 Yeah i think we've changed into like 00:10:51.022 --> 00:10:54.242 initially we put ai in to help our 00:10:54.242 --> 00:10:57.902 customers and their customers doing entrance entries and 00:10:57.902 --> 00:11:00.862 judges as well i think we're in a different phase 00:11:00.862 --> 00:11:04.902 now it's like looking at not just improvements for speed 00:11:04.902 --> 00:11:07.942 improvements efficiencies and changes it's like looking at 00:11:07.942 --> 00:11:10.822 new revenue streams how can we now 00:11:10.822 --> 00:11:13.842 use this technology to save time but then 00:11:13.842 --> 00:11:16.602 open up new revenue streams for our customers and that 00:11:16.602 --> 00:11:19.642 that to me is really exciting and i think one 00:11:19.642 --> 00:11:22.622 is is kind of the back end 00:11:22.622 -->

00:11:25.502 of we within awards you have so much 00:11:25.502 --> 00:11:29.382 data and that data 00:11:29.382 --> 00:11:32.802 is effectively entrants do their entry and then in 00:11:32.802 --> 00:11:35.962 the opening i'll say the olden days it's probably still relevant now is 00:11:35.962 --> 00:11:39.502 uh you do the entry you have a ceremony and it 00:11:39.502 --> 00:11:42.262 finishes well that that's changing now with 00:11:42.262 --> 00:11:46.142 ai because then you can do lots of reports which 00:11:46.142 --> 00:11:49.462 you can then do back to entrance for benchmarking. 00:11:49.462 --> 00:11:53.542 So they can feel as if they've had some sort of engagement with that particular 00:11:53.542 --> 00:11:57.602 event but then it how can you do that for judges how can you do that for sponsors 00:11:57.602 --> 00:12:03.582 and the sponsor thing is really exciting for me is being being able to give 00:12:03.582 --> 00:12:07.922 value not just a logo on a on a spreadsheet or a, 00:12:07.922 --> 00:12:11.522 or a menu or on the, on the night of the presentation saying, 00:12:11.622 --> 00:12:13.962 right, okay, this is your category that you've sponsored. 00:12:14.382 --> 00:12:19.082 Here's some real insights about what's, what's trending in your category. 00:12:20.088 --> 00:12:25.928 I think, yeah, AI is fantastic. And I think it's just opening up new revenue streams. 00:12:26.068 --> 00:12:31.488 And that's how we're engaging as well with our customers to make sure that we're 00:12:31.488 --> 00:12:35.128 not just producing something that we think is right. We're producing something 00:12:35.128 --> 00:12:37.188 that our customers need. 00:12:37.848 --> 00:12:39.168 We can all build software. 00:12:39.948 --> 00:12:43.328 You know, we can go out and build something wherever we want to and say, 00:12:43.428 --> 00:12:45.688 great, it's fit for purpose. 00:12:45.868 --> 00:12:49.628 But fit for purpose means nothing. It's got to do something for our customer. 00:12:50.088 --> 00:12:53.728 So for me, it's asking the customer, what do they need? 00:12:54.388 --> 00:12:58.688 Where are their pain points? AI is going in. It's incredible. 00:12:58.848 --> 00:13:00.328 I love it. I think it's great. 00:13:01.528 --> 00:13:05.588 There's always that. People are talking about AI and this, that, 00:13:05.648 --> 00:13:06.468 and the other, and it's doing this. 00:13:06.608 --> 00:13:10.688 So there's a lot of noise at the moment in the industry. 00:13:10.688 --> 00:13:16.488 So it's like just filtering out the noise to make sure that what AI you do is 00:13:16.488 --> 00:13:17.608 relevant for your customer. 00:13:17.608 --> 00:13:21.168 Another question i have for you around the 00:13:21.168 --> 00:13:24.188 use of ai then you know as a technology company no doubt 00:13:24.188 --> 00:13:27.948 just across the spectrum everybody's investigating 00:13:27.948 --> 00:13:31.128 and use technology and tools whether that 00:13:31.128 --> 00:13:34.208 be on a personal day-to-day basis or as a company so 00:13:34.208 --> 00:13:37.068 how is ai technology been the 00:13:37.068 --> 00:13:41.728 most useful to you gary as ceo of abessia me 00:13:41.728 --> 00:13:44.508 personally see oh my goodness yeah it just 00:13:44.508 --> 00:13:48.008 allows you to be able to do things a lot quicker you know 00:13:48.008 --> 00:13:51.188 it it allows you to plan look at different angles 00:13:51.188 --> 00:13:54.608 what what's interesting for me is like you can put 00:13:54.608 --> 00:13:58.208 something into chat jbt and it would it'll give 00:13:58.208 --> 00:14:01.128 you different thought process it's it's opening out 00:14:01.128 --> 00:14:04.668 your thought process you're not restricted uh to. 00:14:04.668 --> 00:14:07.648 What you you know what you think about it's just it 00:14:07.648 --> 00:14:10.388 opens it out into different areas which 00:14:10.388 --> 00:14:13.748 i think is really an interesting area for 00:14:13.748 --> 00:14:16.728 me personally so different ways of 00:14:16.728 --> 00:14:19.788 reacting to things or different ways of doing things or 00:14:19.788 --> 00:14:22.608 just you know that that's how it's useful for me 00:14:22.608 --> 00:14:26.348 yeah i think certainly you 00:14:26.348 --> 00:14:31.308 know i think we're in very similar positions you mentioned earlier probably 00:14:31.308 --> 00:14:37.208 two dozen elements of the business that you're involved in or touch and things 00:14:37.208 --> 00:14:40.848 like that which means that you're you know you only have so many hours in the 00:14:40.848 --> 00:14:45.028 day and your time is essentially like an hour on this, two hours on this, 00:14:45.168 --> 00:14:47.368 three hours on this and so on. 00:14:47.928 --> 00:14:53.368 And, and I feel it's, it's not necessarily that it's allowing you to do. 00:14:54.198 --> 00:15:01.238 A 16-hour day in an eight-hour day but what it is allowing you to do is move quicker through the, 00:15:01.798 --> 00:15:04.498 cycle of let's say the year so that 00:15:04.498 --> 00:15:07.598 you can move the needle quicker in terms of growth and strategy 00:15:07.598 --> 00:15:10.758 and execution and things like that so you're still 00:15:10.758 --> 00:15:13.678 doing hopefully and we know CEOs we don't do 00:15:13.678 --> 00:15:17.418 eight-hour days we probably do still do 16-hour days but rather 00:15:17.418 --> 00:15:20.698 than it taking essentially a year to achieve something 00:15:20.698 --> 00:15:23.718 that cycle is in some ways being shortened to 00:15:23.718 --> 00:15:26.598 maybe six or even three months kind of thing that's that's 00:15:26.598 --> 00:15:29.438 how i'm seeing the impact of it yeah i i 00:15:29.438 --> 00:15:32.218 would totally agree with that i think for me it just 00:15:32.218 --> 00:15:35.598 like i said earlier on it just opens up that different way 00:15:35.598 --> 00:15:38.718 of thinking give you different different perspective 00:15:38.718 --> 00:15:41.638

different points different ways of achieving something that you 00:15:41.638 --> 00:15:44.598 things that you've never thought about and it's 00:15:44.598 --> 00:15:47.758 like oh that's quite an interesting avenue you to go down you 00:15:47.758 --> 00:15:50.418 know what happens if we put that information in the 00:15:50.418 --> 00:15:54.458 chart what do you get back from the results from that so it's yeah 00:15:54.458 --> 00:15:57.118 i think it's it's like having a few brains isn't it 00:15:57.118 --> 00:16:01.218 in the same room it's almost like having a whiteboard with other people and 00:16:01.218 --> 00:16:06.078 that's what i find quite interesting do you find it's also the fourth impartial 00:16:06.078 --> 00:16:10.258 person in the room when you're having conversations with paul and tom and and 00:16:10.258 --> 00:16:14.938 kind of like well let's see what the impartial person decides and who it sides with. 00:16:17.218 --> 00:16:20.378 Sneakily put something into chat to be too while you're having a board meeting. 00:16:20.518 --> 00:16:22.218 Yeah, I might do that this afternoon. 00:16:23.878 --> 00:16:30.478 Yeah, I think, no, that's a good point. I think it just gives you a balanced view as well. 00:16:30.638 --> 00:16:35.758 And I think we all have our own opinion. We all think what's right. 00:16:36.498 --> 00:16:41.178 And I think it just opens you up to a different way of thinking. 00:16:41.964 --> 00:16:44.924 Which is useful yeah but i'm definitely going to use that on the board meeting. 00:16:46.964 --> 00:16:52.204 I've used it on the wife more than once i think yeah even she uses it now on 00:16:52.204 --> 00:16:56.104 me though so i will i will give her that caveat you said right at the top you 00:16:56.104 --> 00:17:00.584 know it's been 10 years of seo has been in the industry supporting awards and 00:17:00.584 --> 00:17:02.644 the awards organizers deliver their events, 00:17:03.364 --> 00:17:08.844 what do you think how do you think the industry the awards industry has evolved 00:17:08.844 --> 00:17:14.304 over those 10 years I think it's changed from, well. 00:17:15.044 --> 00:17:19.044 Reliance on spreadsheets, managing entries in our whole data process. 00:17:19.084 --> 00:17:24.164 The use of software now is an integral part of any awards process. 00:17:24.404 --> 00:17:31.544 And we're taking that next step now is using the data. So it's not just that 00:17:31.544 --> 00:17:36.084 entries, submission, judging, and an award ceremony. 00:17:36.264 --> 00:17:42.944 It's that longevity now, all your community giving entrants really actionable 00:17:42.944 --> 00:17:45.564 feedback, constructive feedback 00:17:45.564 --> 00:17:49.904 from judges to encourage them to come back next year and re-enter. 00:17:50.224 --> 00:17:55.064 And data, and the data is an incredible side of things. 00:17:55.064 --> 00:17:58.124 There's so much data within awards entry that 00:17:58.124 --> 00:18:01.024 you can now analyze using ai

and that's 00:18:01.024 --> 00:18:05.104 going to further help entrants judges sponsors organizers 00:18:05.104 --> 00:18:08.404 in that whole process so yeah it's it yeah 00:18:08.404 --> 00:18:13.444 it's it's different now from what it used to be we first built a vessel by facilitating 00:18:13.444 --> 00:18:18.464 that entry process and making it taken away from a spreadsheet to a more automated 00:18:18.464 --> 00:18:25.684 process but now taking that next jump into the next era, which is really exciting. 00:18:26.597 --> 00:18:33.217 And I see it also, full caveat, or full disclosure, being a Vesce or customer. 00:18:33.937 --> 00:18:39.337 That's a real differentiator then as an awards organizer when you're able to 00:18:39.337 --> 00:18:42.917 provide your sponsors and your entrants that feedback. 00:18:43.417 --> 00:18:48.617 Because no doubt the companies that enter my awards will also enter other industry 00:18:48.617 --> 00:18:52.717 awards or external awards in other sectors and other verticals. 00:18:52.717 --> 00:18:56.017 Yeah and if i'm able to provide them something that 00:18:56.017 --> 00:18:59.177 all of those other awards are currently 00:18:59.177 --> 00:19:01.977 not then that's a lasting impression and 00:19:01.977 --> 00:19:04.977 the value that's a differentiator going into the next season 00:19:04.977 --> 00:19:07.957 and the next cycle to say well if we're 00:19:07.957 --> 00:19:11.317 going to do anything let's do adams adams at 00:19:11.317 --> 00:19:14.217 the top of the list because we also got x y 00:19:14.217 --> 00:19:17.497 and z even if we didn't win right and 00:19:17.497 --> 00:19:20.417 i think that's the biggest thing is that value even if 00:19:20.417 --> 00:19:23.157 somebody didn't win on the night yeah and i 00:19:23.157 --> 00:19:26.257 think i think we enter awards we do all around 00:19:26.257 --> 00:19:29.097 the world and it's quite interesting the different way that people 00:19:29.097 --> 00:19:31.857 manage and i think it you know 00:19:31.857 --> 00:19:34.557 you would do a submission and then all of 00:19:34.557 --> 00:19:37.357 a sudden you'd make the shortlist but you you didn't 00:19:37.357 --> 00:19:40.517 win which is absolutely fine but there's no tangible you know 00:19:40.517 --> 00:19:44.737 what the judges thought about you which areas were stronger than others where 00:19:44.737 --> 00:19:50.377 where do you think you could improve move within your entry and for me that's 00:19:50.377 --> 00:19:55.037 really important when it comes to an organizer because you want to keep them 00:19:55.037 --> 00:19:59.157 the entrant focused on your event and not anybody else's. 00:19:59.825 --> 00:20:03.885 So it's retention, brand awareness. So for me, 00:20:04.105 --> 00:20:11.485 these feedback or benchmarking is an important part of that whole process, 00:20:11.485 --> 00:20:17.345 as well as selling seats or tickets for the event or however the event is managed. 00:20:18.145 --> 00:20:24.505 So that for me is really important. And then that extends itself into the entrance 00:20:24.505 --> 00:20:30.925 being able to do things, being able to do on social media. So what are they strong at? 00:20:31.185 --> 00:20:34.925 Where are their weaknesses and where can they improve is incredible. 00:20:35.185 --> 00:20:37.585 You know, that tangible feedback is so important. 00:20:37.845 --> 00:20:45.125 So you mentioned previously that the value to organizers was beyond that feedback 00:20:45.125 --> 00:20:53.065 and the ability to look at that data and look at creating new additional revenue streams. 00:20:53.065 --> 00:20:57.465 Because the traditional revenue streams for an event organizer has been entries, 00:20:58.125 --> 00:21:02.805 headline sponsorship, category sponsorship, tables, tickets. 00:21:03.345 --> 00:21:11.725 Yeah. What else are organizers now being able to uncover and generate revenue from using that data? 00:21:13.225 --> 00:21:18.985 So anything for a particular category, it could be generated for the sponsor 00:21:18.985 --> 00:21:22.525 to see what the key highlights are from that particular category. 00:21:23.065 --> 00:21:30.865 If you've got sponsors categories, or if you've got an overall event sponsor, 00:21:31.265 --> 00:21:37.345 for all the categories, you can do kind of like key top 10 entries from all 00:21:37.345 --> 00:21:38.425 the categories. What are they? 00:21:39.345 --> 00:21:44.445 And kind of give a, what are the general flaws within your awards? 00:21:44.745 --> 00:21:50.785 Has anything been highlighted? Is any trends happening within the awards? 00:21:50.785 --> 00:21:57.205 So it's, and then that can move on to kind of benchmarking reports for the industry. 00:21:57.745 --> 00:22:01.825 You know, you could tell, you know, if you're running from your particular event, 00:22:01.965 --> 00:22:02.765 what's, what's trending? 00:22:03.588 --> 00:22:07.048 Yeah what's what is it is it something like is technology 00:22:07.048 --> 00:22:10.168 is it's renewables what what is trending within 00:22:10.168 --> 00:22:12.908 all the categories and that kind of 00:22:12.908 --> 00:22:16.388 helps the future as well you know that can help you formulate 00:22:16.388 --> 00:22:19.288 what your categories might be for next year so there's lots of 00:22:19.288 --> 00:22:22.508 things that you can do with that data so create workshops 00:22:22.508 --> 00:22:27.828 consultancy services for the entries that i've gone through do key highlights 00:22:27.828 --> 00:22:33.288 for them it's not just they've won okay they once they've won you know are there 00:22:33.288 --> 00:22:36.348 Is there anything that you can do for that entrant that might give them more 00:22:36.348 --> 00:22:39.608 valuable insights about judges' comments and that alignment? 00:22:41.068 --> 00:22:45.068 So what we're really talking about then is a shift between just being an awards 00:22:45.068 --> 00:22:48.368 organiser and now

actually having the data, 00:22:48.528 --> 00:22:53.348 the insight and the capability to also become a publisher with that content, 00:22:53.348 --> 00:22:58.468 which has a value to the industry and audience that you're serving and then ultimately, 00:22:59.368 --> 00:23:03.668 sponsorable or driving of revenue by either people paying to access that content 00:23:03.668 --> 00:23:09.208 or have their brand aligned with it as the the sponsor of xyz report correct 00:23:09.208 --> 00:23:13.388 absolutely yeah you've got you hit the nail on the head there where you can 00:23:13.388 --> 00:23:16.108 it could be a report on the whole event. 00:23:17.128 --> 00:23:21.808 And get that publicized and get sent out and monetize that if you wanted to 00:23:21.808 --> 00:23:24.668 so yeah you're absolutely right. There's a lot of things with the data. 00:23:25.028 --> 00:23:29.668 The data is the key in awards and being able to monitor. 00:23:30.148 --> 00:23:35.208 Do you think you'll see Avesio play a part and a role in that? 00:23:35.408 --> 00:23:40.748 So do you see the Avesio platform once the entries have closed, 00:23:41.088 --> 00:23:45.308 the winners have been announced, the feedback from the judges is in, 00:23:45.548 --> 00:23:48.008 and those benchmarking reports have been generated? 00:23:48.408 --> 00:23:54.488 Do you see Avesio then being the tool that essentially generates that content 00:23:54.488 --> 00:23:57.828 report for organizers so they can they they, 00:23:58.565 --> 00:24:02.105 the heavy lifting, shall we say, is taken out of it for them? 00:24:02.665 --> 00:24:05.525 Yeah, yeah, we currently are doing that now. 00:24:05.785 --> 00:24:12.665 We've created kind of BenchSmart, which allows all the entries filtered using 00:24:12.665 --> 00:24:18.725 API into our tool, then allows the awards organisers then to get these reports out, 00:24:19.305 --> 00:24:22.025 change the tone of the reports, anonymise it, 00:24:22.805 --> 00:24:27.865 kind of pull all that information out in different ways, however you want to do it. 00:24:28.625 --> 00:24:34.465 Give me information about what's trending for me to determine what categories I could expand on. 00:24:35.045 --> 00:24:37.945 Give me information about what's trending in this particular thing. 00:24:38.085 --> 00:24:44.645 Could we launch another awards based on what's been submitted for this particular one? 00:24:46.045 --> 00:24:52.185 We get that all the time. They'll use the data, but it was a very manual process. 00:24:52.425 --> 00:24:55.925 But now it's within seconds that you can get that information. 00:24:56.125 --> 00:25:00.705 So, yeah, we're doing that already. And some of the best recommendations that 00:25:00.705 --> 00:25:05.045 we've had have been through our customers, which I think is so important as well. 00:25:05.505 --> 00:25:11.705 See, as somebody that's both a media and an events owner that also produces 00:25:11.705 --> 00:25:15.825 reports of the industry, what would be really interesting for me to see as a 00:25:15.825 --> 00:25:19.465 customer is a best CEO, do everything that you've done. 00:25:20.305 --> 00:25:26.885 Everything that you've just explained, but also allow me to create some thought 00:25:26.885 --> 00:25:32.445 leadership content by asking the judges a set of specific questions because 00:25:32.445 --> 00:25:36.565 they're generally the industry leaders, the thought leaders in the market, 00:25:36.805 --> 00:25:41.565 the experienced ones, the ones that would generally be top of line to be interviewed 00:25:41.565 --> 00:25:44.985 in any type of content or article around a particular topic. 00:25:45.605 --> 00:25:53.365 And even maybe also ask some additional questions of the companies that are entering because then, 00:25:54.181 --> 00:26:00.741 you're changing that content from being data-led to also an additional value 00:26:00.741 --> 00:26:02.741 of being thought leadership-led as well. 00:26:03.021 --> 00:26:06.461 And I think that combination could be super, super powerful. 00:26:06.661 --> 00:26:10.481 And if people are already in the platform and they're already either responding 00:26:10.481 --> 00:26:15.021 through voice or typing these responses anyway, it kind of makes sense to capture 00:26:15.021 --> 00:26:16.061 that insight there and then. 00:26:16.601 --> 00:26:22.381 Totally agree. I think some of the things, it's not a case of re-educating apologists, 00:26:22.381 --> 00:26:27.061 It's just informing judges to give more information back when they're judging. 00:26:27.781 --> 00:26:32.401 For example, you could ask the judges, do you feel within the category that 00:26:32.401 --> 00:26:34.521 you've been judging, is there anything missing? 00:26:35.121 --> 00:26:38.501 What do you think is missing from all of the submissions? 00:26:39.421 --> 00:26:45.921 So then they've got it. For me, judges are so important for awards. 00:26:46.341 --> 00:26:50.401 AI will never replace judges. judges peers 00:26:50.401 --> 00:26:53.261 within the industry will always go to an 00:26:53.261 --> 00:26:56.381 award and to be judged by these people is so important 00:26:56.381 --> 00:26:59.681 but they can give valuable feedback as well 00:26:59.681 --> 00:27:02.501 feedback for the entrant but feedback to the 00:27:02.501 --> 00:27:05.641 organizer so i think yeah there's lots of 00:27:05.641 --> 00:27:09.261 interesting things that we are doing now with 00:27:09.261 --> 00:27:12.021 existing customers but it's getting as the usual it's 00:27:12.021 --> 00:27:14.741 getting it out getting that word out getting people to understand what they 00:27:14.741 --> 00:27:18.201 can do with the data is pretty cool so you 00:27:18.201 --> 00:27:21.081 you've also towards Gary I know 00:27:21.081 --> 00:27:23.861 and and there's a plethora of 00:27:23.861 --> 00:27:27.181 reasons why people judge a war a passion for a sector relatable 00:27:27.181 --> 00:27:30.001 of they want to they see

the 00:27:30.001 --> 00:27:32.641 value in the visibility and the alignment with the rest of 00:27:32.641 --> 00:27:36.241 their business they want to give back all these kind of things but let's be 00:27:36.241 --> 00:27:42.401 honest often those judging roles go unpaid so there's not a financial incentive 00:27:42.401 --> 00:27:45.301 there maybe some get black maybe 00:27:45.301 --> 00:27:50.021 some get a brown paper bag I don't know that's for others to decide but. 00:27:50.814 --> 00:27:59.034 What tactics do you think an organizer can use to really encourage judges to give that feedback? 00:27:59.214 --> 00:28:03.634 Because we've had wildly different experiences over the last 13, 00:28:03.754 --> 00:28:05.514 14 years of running the Event Technology Awards. 00:28:05.574 --> 00:28:09.094 Some years we get loads of feedback, other years we get almost none. 00:28:09.634 --> 00:28:13.174 And it's a really, you know, that's something that we all know is super, 00:28:13.334 --> 00:28:16.354 super valuable to the entrants and the shortlisted companies. 00:28:16.574 --> 00:28:19.974 But in your opinion, what do you think we can do there to incentivize judges to give feedback? 00:28:20.814 --> 00:28:24.774 Well, one of the, yeah, so we've got to, I totally agree that we've got to incentivize judges. 00:28:24.894 --> 00:28:29.094 And I've seen comments where they're just one-liners or very little information 00:28:29.094 --> 00:28:31.034 in there. And you want them to expand a little bit. 00:28:31.514 --> 00:28:34.294 Judges are kind of time constraint. They're really, you know, 00:28:34.434 --> 00:28:39.834 important industry leaders or the thought leaders within that industry. 00:28:39.954 --> 00:28:40.654 That's why they're judge. 00:28:41.914 --> 00:28:46.454 But for me, it's making or giving them tools that's going to make it their job a lot easier. 00:28:46.674 --> 00:28:49.994 So one of the tools that we've done is a dictation in the back office. 00:28:49.994 --> 00:28:54.174 So judges don't need to type their response. 00:28:54.474 --> 00:28:59.394 There's AI as well. They can just talk into the platform, which you've got to 00:28:59.394 --> 00:29:03.494 make it easier for judges to be able to give the comments that you need back. 00:29:03.634 --> 00:29:07.974 So in software, and that was one of the comments that we had probably about a year ago. 00:29:08.174 --> 00:29:15.454 How can we encourage judges to give that feedback in a constructive but easy way? 00:29:15.694 --> 00:29:18.394 Because judges are time constraint. 00:29:18.674 --> 00:29:22.334 It's very difficult for them. haven't got time there can be lots of entries 00:29:22.334 --> 00:29:27.674 in some of the categories quite it's quite a time consuming job for a judge 00:29:27.674 --> 00:29:32.294 we've got to realize that it is time consuming yeah i think that's a really 00:29:32.294 --> 00:29:37.954 really good way to elevate that feedback experience because if a judge was sat

in front, 00:29:38.574 --> 00:29:41.554 physically in front of somebody and they asked for feedback they would 00:29:41.554 --> 00:29:44.714 probably just naturally give that feedback and and 00:29:44.714 --> 00:29:47.434 voice their opinion right so yeah it totally makes sense 00:29:47.434 --> 00:29:50.394 to bring that into a platform present it 00:29:50.394 --> 00:29:55.594 in that way to make it a lot easier a lot less friction to give that feedback 00:29:55.594 --> 00:30:01.434 yeah yeah and i think it's it's giving the judges the tools to be able to do 00:30:01.434 --> 00:30:06.314 that easily without any barriers there that's that's the key thing is getting 00:30:06.314 --> 00:30:07.594 them to do that in seconds. 00:30:08.434 --> 00:30:12.974 And the voice dictation thing just helps them want that's one tool i'm sure 00:30:12.974 --> 00:30:19.014 we'll be coming up with other things in the future to be able to even enhance that for judges as well. 00:30:19.514 --> 00:30:28.554 Yeah, I don't think I would be against as an award organiser and actually incentivising a way that the. 00:30:29.470 --> 00:30:36.410 Judges were able to gain something out of it and whether that be a level of 00:30:36.410 --> 00:30:44.930 income or a prize pool or a part or even a value of a charity donation or something 00:30:44.930 --> 00:30:47.050 like that that was a gift. 00:30:47.330 --> 00:30:50.270 I think, you know, if we as an organizer, 00:30:50.290 --> 00:30:53.650 if I see value in my entrants 00:30:53.650 --> 00:30:56.690 who are the paying customer to get 00:30:56.690 --> 00:30:59.710 more value out of it then i should be investing in 00:30:59.710 --> 00:31:03.070 the judges so that they get something out of it and incentivize to 00:31:03.070 --> 00:31:09.670 give that feedback so judging reports so what could you do for a judge's report 00:31:09.670 --> 00:31:15.330 so they've done the sub done the judging as an event organizer what can you 00:31:15.330 --> 00:31:20.710 then give the judge back something tangible for that they can use you align 00:31:20.710 --> 00:31:22.970 a judge to a particular category in industry. 00:31:23.330 --> 00:31:25.870 They're really important. They understand that that's why they judge. 00:31:26.130 --> 00:31:27.870 That's why you choose them as a judge. 00:31:28.410 --> 00:31:33.590 So what else can you give them back? And if there's reports or stuff that you 00:31:33.590 --> 00:31:37.190 can get from the entries, the AI, or a little document that they can have, 00:31:37.290 --> 00:31:41.470 then that to me is that feedback after they've judged. 00:31:41.690 --> 00:31:44.030 It's recognizing that they've done the judging, which is hard, 00:31:44.130 --> 00:31:46.630 and this is something tangible you get back from it. 00:31:47.690 --> 00:31:51.610 Another way, I guess, would be to actually bring 00:31:51.610 --> 00:31:56.410 those judges together physically 00:31:56.410 --> 00:32:03.970 host them have dinner record the conversation between people and actually go 00:32:03.970 --> 00:32:10.890 through a feedback process in person together transcribe that through ai and 00:32:10.890 --> 00:32:15.070 i guess this could be done digitally on a zoom or even potentially in the avessio platform, 00:32:15.630 --> 00:32:21.350 so that the feedback is collected together so it's a collective experience and 00:32:21.350 --> 00:32:23.890 then that's fed back into those benchmarking reports. 00:32:25.070 --> 00:32:28.610 Yeah, I think that's a really good point. I said at the moment... 00:32:29.516 --> 00:32:34.496 Judges work in isolation in a best of all, rightly so. You don't want other judges' influence. 00:32:34.796 --> 00:32:38.196 However, there is a place for judges to come together. 00:32:39.216 --> 00:32:43.716 And judges can talk through the whole process of why they like this particular 00:32:43.716 --> 00:32:45.276 entry and that particular entry. 00:32:45.596 --> 00:32:48.336 And I think that gets the human element for me. 00:32:48.456 --> 00:32:53.376 You can see there's a little bit back and forth and decisions might change because 00:32:53.376 --> 00:32:57.256 it's like using AI, isn't it? When you've got all the judges together. 00:32:58.076 --> 00:33:01.196 Judge Eyre says, well, I've seen this in this entry. 00:33:01.376 --> 00:33:04.896 And Judge Bees said, I've seen. Then there's a kind of a collective understanding. 00:33:04.916 --> 00:33:09.976 And then they'll go, ah, right, well, I think entry C is the winner. And they all agree. 00:33:10.136 --> 00:33:13.376 I think there's an element, human element as well. I like that. 00:33:13.656 --> 00:33:18.176 And there's quite a few awards still do that process, which is really good. 00:33:18.856 --> 00:33:23.276 On the smaller ones, it's not necessarily that there isn't the budget to do that. 00:33:23.276 --> 00:33:26.496 But i i think that's an interesting proposition what 00:33:26.496 --> 00:33:29.556 you've just said there is is doing something whereby it 00:33:29.556 --> 00:33:35.516 could be hosted on a webinar or you you know teams or a zoom or whatever you 00:33:35.516 --> 00:33:39.356 want to do how you want to get the online together the judges and then that's 00:33:39.356 --> 00:33:46.496 fed back into the seo with the collective talking about each particular entry 00:33:46.496 --> 00:33:49.436 but yeah that's another way and these, 00:33:50.036 --> 00:33:53.636 these are the things i like and get excited about because it's 00:33:53.636 --> 00:33:57.076 only with talking about like people to you or customers 00:33:57.076 --> 00:34:03.136 do you get a really exciting that's that's quite a nice idea let's come can 00:34:03.136 --> 00:34:07.516 we implement that i love that i love i love love stuff like that because it 00:34:07.516 --> 00:34:13.436 makes sense there you go mate you can use that one i will use it i think that's 00:34:13.436 --> 00:34:16.696 a great it's a great idea because you're

kind of getting judges to be together. 00:34:17.656 --> 00:34:20.496 Yeah. Do you know what, mate? I would honestly, I would honestly, 00:34:20.536 --> 00:34:23.856 and I'm sure you've got a massive freaking roadmap, but. 00:34:24.664 --> 00:34:28.684 I think that feedback piece, and it doesn't necessarily necessarily need all 00:34:28.684 --> 00:34:33.904 judges all at the same time, but maybe there's a moment in time that you can 00:34:33.904 --> 00:34:35.964 bring those judges together in person. 00:34:36.124 --> 00:34:39.764 They can see each other and it's like, okay, we'd just love to go through, 00:34:39.764 --> 00:34:43.924 you know, some feedback with you guys on this entry, this entry, and this entry. 00:34:44.304 --> 00:34:47.644 And then contextually, you're getting that out. You can probably smash that 00:34:47.644 --> 00:34:50.824 out in half an hour, 45 minutes. 00:34:50.824 --> 00:34:53.944 So it's nothing more than a zoom call but then 00:34:53.944 --> 00:34:56.984 you're chipping away at that feedback even if it's just the missing 00:34:56.984 --> 00:34:59.724 feedback right let's say there's loads of stuff that's got 00:34:59.724 --> 00:35:03.904 feedback you go right we need feedback here let's 00:35:03.904 --> 00:35:07.644 let's host people in a vesio so you're getting more value they're getting more 00:35:07.644 --> 00:35:13.164 value out of a vesio you can use the internal ai transcription model to collect 00:35:13.164 --> 00:35:19.764 and analyze that feedback and push it back into those entries to your benchmarking reports, 00:35:20.324 --> 00:35:23.264 and then that way the organizer can 00:35:23.264 --> 00:35:26.584 help to ensure that they can cover off as 00:35:26.584 --> 00:35:29.224 much feedback as possible so that all of your 00:35:29.224 --> 00:35:33.804 other systems are really singing and all those entries get all of that value 00:35:33.804 --> 00:35:38.724 back out of it from being shortlisted and stuff yes they could yes they could 00:35:38.724 --> 00:35:42.464 do it on zoom yes they could do it on a third-party platform but then they've 00:35:42.464 --> 00:35:45.884 got to do it there and get it back to you why not just let them do it within 00:35:45.884 --> 00:35:49.164 your platform again thank you i think. 00:35:49.944 --> 00:35:55.604 That would kind of finish the loop up for us when it comes to SEO, making sure that, 00:35:56.424 --> 00:36:01.664 it's that whole engagement piece, entries, judges, sponsor value. 00:36:02.604 --> 00:36:05.484 Being able to have almost a community, make it easier. 00:36:05.864 --> 00:36:07.284 You're absolutely right. Being 00:36:07.284 --> 00:36:11.084 able to give judges the tools that make it easier for them is so key. 00:36:11.944 --> 00:36:18.124 Yeah. I also think there's one other idea I have for you. 00:36:19.164 --> 00:36:23.044 And you might already be doing this or your customers may also be doing this already. 00:36:23.244 --> 00:36:28.284 But one of the, I forget her name now, one of the, Sarah, I think it is, 00:36:28.604 --> 00:36:34.184 Sarah Austin, we interviewed Sarah Austin, the British Entrepreneur Awards. 00:36:35.224 --> 00:36:43.424 And she allows companies that are shortlisted to pitch in front of those judges, 00:36:43.944 --> 00:36:47.004 their business and their entry to bring a human element into it. 00:36:47.004 --> 00:36:52.704 And I think there's an element of that that's potentially missing where especially 00:36:52.704 --> 00:36:56.864 maybe some of the startup entry categories, the newer companies, 00:36:57.104 --> 00:37:02.844 and maybe even the newer categories that are entered, opened up, 00:37:03.324 --> 00:37:07.884 maybe that's again, there's a place and a space and a time digitally for those 00:37:07.884 --> 00:37:11.644 companies to be able to present to those judges those entries. 00:37:11.664 --> 00:37:13.504 I think there's value in that as well. 00:37:14.275 --> 00:37:21.895 Again, you're right. I think what I find intriguing is the events awards industry is very complex. 00:37:22.375 --> 00:37:27.915 You will find different companies run their awards completely differently. 00:37:28.755 --> 00:37:33.315 Honestly, it's incredible. So you might get another awards program that will 00:37:33.315 --> 00:37:36.755 do the same type of process, but it'll be an on-site visit. 00:37:37.415 --> 00:37:41.235 It's not necessarily something online. They want to go and see something physical. 00:37:41.515 --> 00:37:45.195 So you've got physical entries. you got so we've always 00:37:45.195 --> 00:37:48.095 got that challenge in in any bit of software is is managing 00:37:48.095 --> 00:37:50.855 what we're doing what we're developing what's going 00:37:50.855 --> 00:37:54.295 to bring value but at the same time it's a 00:37:54.295 --> 00:37:57.495 very complex area awards was kind 00:37:57.495 --> 00:38:00.675 of one of the for us why we specialized 00:38:00.675 --> 00:38:04.135 in awards because we could see the complexity of all 00:38:04.135 --> 00:38:07.055 the different nuances that each company 00:38:07.055 --> 00:38:10.935 had and how how could we help that so yeah 00:38:10.935 --> 00:38:13.815 i get where you're coming from in that particular scenario but 00:38:13.815 --> 00:38:16.795 it is it's you know it's 00:38:16.795 --> 00:38:19.635 very complex when you when you look at all the different companies and 00:38:19.635 --> 00:38:22.435 what they do yeah i've got 00:38:22.435 --> 00:38:26.315 a question here about about future proofing 00:38:26.315 --> 00:38:29.575 do you think organizers need to 00:38:29.575 --> 00:38:32.775 do anything to future prove 00:38:32.775 --> 00:38:35.775 their programs in what is clearly 00:38:35.775 --> 00:38:39.155 a rapidly changing world that 00:38:39.155 --> 00:38:41.915 we live in at the moment in what 00:38:41.915 --> 00:38:45.015 sense would you say like future proofing there you talking 00:38:45.015 --> 00:38:48.075 about the brands

or the categories or looking at 00:38:48.075 --> 00:38:50.895 diversity i think let me frame 00:38:50.895 --> 00:38:54.535 it as this do you think there's any. 00:38:54.535 --> 00:38:58.275 Outside model that 00:38:58.275 --> 00:39:01.295 would would threaten an awards 00:39:01.295 --> 00:39:04.195 program in general in terms 00:39:04.195 --> 00:39:09.035 of could there be a replacement for it i i 00:39:09.035 --> 00:39:11.855 don't think so however i'll probably use 00:39:11.855 --> 00:39:14.635 chat jbt after this meet after this chat to 00:39:14.635 --> 00:39:18.575 see what we what what it thinks look there's 00:39:18.575 --> 00:39:21.635 always a danger in any bit of technology and 00:39:21.635 --> 00:39:25.035 any bit of process whether it's webinars it changes 00:39:25.035 --> 00:39:27.935 and it is changing dramatically and you've 00:39:27.935 --> 00:39:31.515 just always got to be aware of that whether there's 00:39:31.515 --> 00:39:34.355 anything think that's in danger no i think that 00:39:34.355 --> 00:39:37.635 there's a lot of different dangers when it comes to price and 00:39:37.635 --> 00:39:42.615 we've seen the explosion of cost how it is quite expensive to run an event now 00:39:42.615 --> 00:39:50.135 ticket prices table prices there's different pressures from the value what a 00:39:50.135 --> 00:39:53.495 sponsor what's the sponsor value i think there's different worries and concerns 00:39:53.495 --> 00:39:54.875 i don't think there's any particular. 00:39:55.929 --> 00:40:02.589 Worry at the moment from our customers that the status quo is going to change, but you never know. 00:40:02.749 --> 00:40:05.909 And it's always good to keep your finger on the pulse. I think it's more to 00:40:05.909 --> 00:40:08.469 do with pressures from elsewhere. 00:40:08.989 --> 00:40:12.689 How do you get a sponsor? How do you show a sponsor value? 00:40:13.489 --> 00:40:17.909 Cost increases, new categories, new awards, where do they come from? 00:40:18.769 --> 00:40:20.989 So there's different things at different times. 00:40:21.869 --> 00:40:25.949 Yeah, yeah. I mean, you can include this, 00:40:26.089 --> 00:40:31.829 but within the awards report, I think we've actually come up with a strategic 00:40:31.829 --> 00:40:37.909 calculation of how you can ensure that an awards program essentially can't fail. 00:40:38.289 --> 00:40:44.109 And if you look at the history of awards, especially in really tough economic 00:40:44.109 --> 00:40:52.109 times where marketing spend and budget is cut in terms of these types of things. 00:40:52.529 --> 00:40:57.389 Actually, awards tend to be really robust and really resilient to the impact 00:40:57.389 --> 00:41:01.549 of an economic downturn, a cut in awards programs, and actually, 00:41:01.989 --> 00:41:06.809 after those times, almost also see an uplift in that period as well. 00:41:06.809 --> 00:41:11.309 Yeah our customers said exactly the same is that they were the most robust, 00:41:11.969 --> 00:41:15.229 thing in their in their whole strategy purely because 00:41:15.229 --> 00:41:21.049 we just consume different things at different times and and certain how we consume 00:41:21.049 --> 00:41:26.289 webinars and how it's changed but something that an award ceremony is is all 00:41:26.289 --> 00:41:31.769 about people there's people so people come together to celebrate and And that, 00:41:32.029 --> 00:41:34.069 in my opinion, won't change. 00:41:34.329 --> 00:41:36.649 It will change in different ways. 00:41:37.469 --> 00:41:41.689 But as a company, it's not going to change because that's what people do. 00:41:41.769 --> 00:41:44.089 They like to get together. It's like going to a concert. 00:41:44.989 --> 00:41:49.589 You can't experience a concert online. You have to be there. It's just not the same. 00:41:50.420 --> 00:41:56.440 As a follow-on question for that then, do you think a virtual award ceremony, 00:41:56.600 --> 00:42:00.420 a digital award ceremony, can be a successful model? 00:42:00.440 --> 00:42:07.420 Because we also live in a world that is highly connected digitally and global in so many instances. 00:42:07.420 --> 00:42:14.180 And there's an element of time, money, logistics, and also an element of sustainability 00:42:14.180 --> 00:42:17.600 for certain companies when it comes to attending things in person. 00:42:17.600 --> 00:42:25.220 So do you think a digital or virtual award ceremony can be a valid and viable program? 00:42:25.520 --> 00:42:30.500 I think it can be for certain awards. I don't think it's certainly viable for 00:42:30.500 --> 00:42:33.180 a lot of awards. I think you can extend the reach. 00:42:33.360 --> 00:42:37.860 So if you've got an event which is kind of a global event, it's doable. 00:42:38.120 --> 00:42:40.920 But when you've got something which, if you're trying to engage with people, 00:42:41.100 --> 00:42:42.180 it becomes very difficult. 00:42:42.580 --> 00:42:47.100 You're kind of passive. You're sitting behind a screen. You don't get the atmosphere. 00:42:48.020 --> 00:42:53.220 And that engagement is really difficult. I've seen a few events that have succeeded, 00:42:53.420 --> 00:42:58.060 but generally it is quite a difficult one and not to crack. It really is. 00:42:58.460 --> 00:43:04.700 So that's why I think live events for awards particularly and exhibitions will 00:43:04.700 --> 00:43:06.980 always be the same. It's not going to change. 00:43:09.020 --> 00:43:15.000 You said previously in this interview that you're more than happy to stay in 00:43:15.000 --> 00:43:18.780 your lane and not become an awards organizer, an event organizer. 00:43:19.360 --> 00:43:23.480 And that's a reason for those people to also do what they do best. 00:43:23.700 --> 00:43:25.240 But let me ask you this question. 00:43:25.800 --> 00:43:30.900 Having seen all the awards and businesses and entries and judges and judging 00:43:30.900 --> 00:43:35.860 processes and things like that, if you were to

launch your own awards program tomorrow, 00:43:36.791 --> 00:43:41.931 Who would it be to recognize and what would be the format? I wouldn't. 00:43:43.271 --> 00:43:47.791 I wouldn't be doing it. I would not do it in a million years. 00:43:48.031 --> 00:43:52.091 I see the stress that our customers, you know, it's one of the most stressful 00:43:52.091 --> 00:43:56.511 jobs to organize an event and an award, and I would not run one. 00:43:57.711 --> 00:44:02.671 Not for a million years. It's a hard job to do. 00:44:03.731 --> 00:44:06.651 Saying that, what would I do? i've got a passion for 00:44:06.651 --> 00:44:09.351 design so if it was me it would be anything on 00:44:09.351 --> 00:44:12.651 design that's just me and my passion so we've got 00:44:12.651 --> 00:44:15.471 a few awards that work in the design and packaging area and 00:44:15.471 --> 00:44:21.151 i love those i love seeing what what's happening there but absolutely no 00:44:21.151 --> 00:44:24.071 never do never do that there's no 00:44:24.071 --> 00:44:26.871 chance i would do that i think 00:44:26.871 --> 00:44:29.751 you know there's something you've said there which i i 00:44:29.751 --> 00:44:33.371 think is so true of any event 00:44:33.371 --> 00:44:36.591 of any type that is successful ultimately long term 00:44:36.591 --> 00:44:41.031 and that is that the individual founder 00:44:41.031 --> 00:44:44.311 team or whoever's running or behind 00:44:44.311 --> 00:44:47.431 it has to at some level have an interest at 00:44:47.431 --> 00:44:50.551 it and at best have a passion for it 00:44:50.551 --> 00:44:53.871 because when it is tough it's 00:44:53.871 --> 00:44:59.371 that interest and passion that actually is the golden nugget to making these 00:44:59.371 --> 00:45:05.491 things sustainable and long term and viable because if you're just coming at 00:45:05.491 --> 00:45:10.971 it from a commercial aspect then I think people also quite, 00:45:11.729 --> 00:45:15.209 they see through it and they see the hollowness of it. 00:45:15.449 --> 00:45:21.549 They see the X of X awards launched and it's kind of like, right, 00:45:21.969 --> 00:45:27.109 is there any really value in that then as a program or is it literally just 00:45:27.109 --> 00:45:28.829 to tell some bums on seats? 00:45:29.869 --> 00:45:36.609 Yeah. I mean, from my point of view, the best year is, is our baby and we love the industry. 00:45:36.849 --> 00:45:44.509 It's it's up and down the industry as we all know, but as, as what we do, we love it. 00:45:44.969 --> 00:45:49.789 Great. Connecting the excitement, understanding the different events that happen. 00:45:50.969 --> 00:45:56.269 Yeah. It's one of those things. I just love awards, going to sponsoring awards, going to awards. 00:45:56.509 --> 00:45:59.669 It fascinates me to see the different types of awards that happen, 00:45:59.809 --> 00:46:01.089 which work and which don't. 00:46:01.909 --> 00:46:06.849 Would I organize one? Absolutely not. But at the same time, I love the industry. 00:46:07.209 --> 00:46:10.069 The events industry is a good industry, difficult, but it's a good 00:46:10.069 --> 00:46:13.109 industry to be in uh i want 00:46:13.109 --> 00:46:16.189 to i want to change tact and an 00:46:16.189 --> 00:46:19.029 angle ever so slightly for the for the last 00:46:19.029 --> 00:46:22.129 part yeah as a as a 00:46:22.129 --> 00:46:29.549 founder of an event technology business what's your advice or how have you stayed 00:46:29.549 --> 00:46:36.749 focused within your niche because i would imagine that it's very tempting to 00:46:36.749 --> 00:46:40.129 be working with some fantastic companies, Haymarket, 00:46:40.909 --> 00:46:46.729 ourselves, et cetera, and see the other technologies that those organizations 00:46:46.729 --> 00:46:51.869 are also investing in, which are not too far away from what a VSEO does. 00:46:52.029 --> 00:46:56.529 You know, you yourself have registration solutions, a surveying solution, essentially. 00:46:56.969 --> 00:47:01.309 You know, you can do a lot of what these other companies successfully also do. 00:47:01.309 --> 00:47:08.209 What's your advice to other companies to I guess stay focused stay in the lane and not get. 00:47:09.766 --> 00:47:14.906 Scope creep i think is the technical term isn't it yeah for focus on what you're 00:47:14.906 --> 00:47:20.426 good at is that in constant don't be don't be you know you sometimes you you 00:47:20.426 --> 00:47:23.366 might fall into the trap of chasing the money because on a startup you're looking 00:47:23.366 --> 00:47:25.406 after revenue you want to keep progressing, 00:47:26.046 --> 00:47:29.466 but if somebody's offering something that is not really what you want to do 00:47:29.466 --> 00:47:34.146 you've got to really think is is there value in you doing that for them are 00:47:34.146 --> 00:47:35.686 you going to get value in the future, 00:47:36.306 --> 00:47:39.166 you've got to really take a hard look at what you are 00:47:39.166 --> 00:47:42.866 doing and what you're building so you've 00:47:42.866 --> 00:47:45.866 got you've got to be really that that motorway don't 00:47:45.866 --> 00:47:49.346 tell you keep on going and believe in what you're doing that 00:47:49.346 --> 00:47:53.006 to me is is is key let those 00:47:53.006 --> 00:47:55.906 other technologies do what they're doing and they'll do it really 00:47:55.906 --> 00:47:58.786 good don't be sidetracked by that because 00:47:58.786 --> 00:48:01.866 then it'll take the focus on what you want to achieve you know 00:48:01.866 --> 00:48:06.046 you've got to really stay focused that's being 00:48:06.046 --> 00:48:09.766 our key staying focused on what we do best awards yes 00:48:09.766 --> 00:48:12.406 we can do conferences we can 00:48:12.406 --> 00:48:15.266 do everything for the conferences but now with new 00:48:15.266 --> 00:48:19.926 technologies coming on board i think you just you stay focused we are the best 00:48:19.926 -->

00:48:26.046 believe in what you do and stay focused like stay true to what you originally 00:48:26.046 --> 00:48:32.626 started out and looking a little bit into the future what are you most excited 00:48:32.626 --> 00:48:33.986 about for the events industry. 00:48:34.883 --> 00:48:43.763 For us it's it's ai and that how we can help or facilitate or increase production and help people. 00:48:45.063 --> 00:48:49.143 I think that we've got lots of we've got lots of new technology coming down 00:48:49.143 --> 00:48:53.423 the line in in our pipeline which is really interesting and i think that's what 00:48:53.423 --> 00:48:55.803 happens when you get things happen, 00:48:56.483 --> 00:49:02.523 with especially ai it spurs you on to the next thing and it opens up new doors 00:49:02.523 --> 00:49:09.523 for you so So, yeah, I think it's an incredible period of time to be in the events industry, 00:49:09.903 --> 00:49:11.943 period. It's so good. 00:49:12.963 --> 00:49:21.563 Do you think AI will have positive or negative effects on event attendance? 00:49:22.823 --> 00:49:25.683 I'm going to take a little pause on that one. I like that question. 00:49:27.083 --> 00:49:30.623 I just want people to get away from negativity about AI. 00:49:30.623 --> 00:49:34.483 Right we've got to move away from that we've got to look at the positives, 00:49:35.423 --> 00:49:38.563 it's going to change what how 00:49:38.563 --> 00:49:41.583 we do but there's but within that doors close new 00:49:41.583 --> 00:49:45.203 ones will open there'll be opportunity let's not 00:49:45.203 --> 00:49:48.283 look at this as a negative it might 00:49:48.283 --> 00:49:51.803 have an impact it probably will but 00:49:51.803 --> 00:49:55.063 at the same time there'll be some positive out 00:49:55.063 --> 00:49:58.163 of it so what is that positive so if you're 00:49:58.163 --> 00:50:01.063 launching something you're an entrepreneur you're doing something now 00:50:01.063 --> 00:50:03.943 is the time within the next two years 00:50:03.943 --> 00:50:06.603 to be able to do something which is you need to 00:50:06.603 --> 00:50:09.583 be able to adapt quickly and change 00:50:09.583 --> 00:50:12.703 so does do you think then that people will look 00:50:12.703 --> 00:50:15.943 back fondly and nostalgic on 00:50:15.943 --> 00:50:18.643 organizing their awards on a spreadsheet is that what you're saying 00:50:18.643 --> 00:50:21.823 yeah yeah it will be 00:50:21.823 --> 00:50:24.663 like that it will but i think that's 00:50:24.663 --> 00:50:29.183 that's it's it's progressed don't don't think what is ahead of us is negative 00:50:29.183 --> 00:50:36.043 to me look at it as a positive yeah yeah and i think that to me yeah i think 00:50:36.043 --> 00:50:44.443 most negativity is i see specifically around technology and i think this goes for any topic is. 00:50:45.271 --> 00:50:50.531 An opinion founded on most likely a lack of knowledge, experience, 00:50:51.231 --> 00:50:55.651 a fear of it

through that lack of knowledge and experience because they don't 00:50:55.651 --> 00:51:01.151 know how it will impact them or the opportunities it presents or how they themselves 00:51:01.151 --> 00:51:07.251 navigate maybe a changing role as a job or a career and things like that. 00:51:07.251 --> 00:51:13.851 And I think if we look at the music industry as one, nothing's changed about 00:51:13.851 --> 00:51:16.171 music. People still consume music. 00:51:16.371 --> 00:51:21.691 People still go to concerts and gigs and things like that and festivals. 00:51:21.691 --> 00:51:24.671 But the way that we consume music has 00:51:24.671 --> 00:51:27.471 changed you know we've gone from only being able 00:51:27.471 --> 00:51:31.111 to watch it live to the gramophone to the 00:51:31.111 --> 00:51:34.071 evolution of music being on various different 00:51:34.071 --> 00:51:37.511 mediums and formats like tapes and cds and those 00:51:37.511 --> 00:51:40.431 kinds of things to digital to now 00:51:40.431 --> 00:51:43.311 people you know consuming new music on even 00:51:43.311 --> 00:51:46.211 platforms like tiktok and that music discovery and things 00:51:46.211 --> 00:51:50.171 like that and i think when it comes to any industry 00:51:50.171 --> 00:51:53.231 the events or otherwise I think you have to 00:51:53.231 --> 00:51:56.311 appreciate that things change and 00:51:56.311 --> 00:51:59.331 things evolve and yes I loved 00:51:59.331 --> 00:52:02.811 the time when I had my little mini Discman and I was rocking around 00:52:02.811 --> 00:52:05.671 that with my roller skates on but now I 00:52:05.671 --> 00:52:08.451 find it liberating that I've got access to 00:52:08.451 --> 00:52:12.151 all the music in the world in my pocket and if 00:52:12.151 --> 00:52:16.371 I lose that I don't lose all access to that music i can find it somewhere else 00:52:16.371 --> 00:52:21.091 i think i think it's exciting it's an exciting time to be in i think you've 00:52:21.091 --> 00:52:24.771 got to look at that for every period of time things change it's and it will 00:52:24.771 --> 00:52:29.651 keep changing yeah it's gonna change after we've gone adam and it'll keep changing and evolving. 00:52:30.131 --> 00:52:35.191 That that's that's cool that's great i'm i'm happy to be a part of that and 00:52:35.191 --> 00:52:39.511 to be able to kind of go wow there's an opportunity there what i wonder who's 00:52:39.511 --> 00:52:44.151 going to do that i want to bring out the official recognition is coming in now 00:52:44.151 --> 00:52:45.771 where is that going to take us. 00:52:49.128 --> 00:52:53.888 Although somebody did tell me the other day they just had to buy their young 00:52:53.888 --> 00:52:58.848 one going into high school, a scientific calculator. Can you believe that? No. 00:52:59.208 --> 00:53:01.388 I've not touched one of those things since high school. 00:53:01.868 --> 00:53:05.068 I don't know. I was going to say, were you able to buy it anywhere? 00:53:05.528 --> 00:53:08.368 I was going to say, wait, do you even start looking for one of those? 00:53:08.928 --> 00:53:12.748 You have to go on eBay and get a used one from like 1972. 00:53:14.408 --> 00:53:17.948 I get the understanding. it's like the the 00:53:17.948 --> 00:53:20.628 teaching isn't in necessarily this is 00:53:20.628 --> 00:53:23.488 totally not for this conversation but the teaching is 00:53:23.488 --> 00:53:26.448 not necessarily in the it's the mr miyagi 00:53:26.448 --> 00:53:29.308 scenario right yeah the wax on wax off 00:53:29.308 --> 00:53:32.548 for the karate kid was not about learning how 00:53:32.548 --> 00:53:35.728 to wax a car it was the discipline of 00:53:35.728 --> 00:53:39.448 learning and the time spent and the conditioning and 00:53:39.448 --> 00:53:42.128 the the commitment and the consistency that was the 00:53:42.128 --> 00:53:45.308 lesson right it was that how to learn how 00:53:45.308 --> 00:53:49.348 to problem solve how to understand and 00:53:49.348 --> 00:53:52.368 i think that's the same with any of this technology as well it's it's 00:53:52.368 --> 00:53:55.228 it's you've got to learn and repeat and understand it 00:53:55.228 --> 00:54:00.408 and things like that yeah yeah i think i totally agree with you so i think our 00:54:00.408 --> 00:54:06.408 kids are in such a good era to be in and i think it's it's and they're just 00:54:06.408 --> 00:54:10.968 they're they're picking it up they're like what is it what's a calculator what's 00:54:10.968 --> 00:54:13.088 a gramophone what's what's a tape deck. 00:54:13.888 --> 00:54:17.048 It's a second technology second nature to to our 00:54:17.048 --> 00:54:19.888 kids they don't even worry about it they just join it and 00:54:19.888 --> 00:54:22.968 they're flicking around before you even know they're changing settings and 00:54:22.968 --> 00:54:26.388 doing things so i think you've got 00:54:26.388 --> 00:54:29.228 you've got this is a good that's a bit of a question mate you've got 00:54:29.228 --> 00:54:31.988 you've got children yourselves and there's 00:54:31.988 --> 00:54:35.788 so many young hungry individuals 00:54:35.788 --> 00:54:38.688 coming into the events industry who are 00:54:38.688 --> 00:54:41.468 probably you know tech adapted as 00:54:41.468 --> 00:54:44.148 i always call them they've grown up with technology they've grown up 00:54:44.148 --> 00:54:47.428 with software it's almost expected of 00:54:47.428 --> 00:54:52.728 them or not expected of them but they expect it of businesses and the world 00:54:52.728 --> 00:54:57.248 that they live in yeah what's your advice for anybody starting their journey 00:54:57.248 --> 00:55:01.748 out in events and planning from a technology perspective what what would you 00:55:01.748 --> 00:55:06.948 say is a great way to learn and understand about event tech? 00:55:08.388 --> 00:55:12.248 Hmm. That's a good question, I think. 00:55:13.269 --> 00:55:15.109 I think I'm going to take a little

00:55:15.109 --> 00:55:19.409 bit of a step back here. I don't think technology is an enabler, right? 00:55:20.069 --> 00:55:26.409 For me, the event industry is still people, still about people and engagement. 00:55:27.469 --> 00:55:31.549 So yes, the younger generation need to understand technology, 00:55:31.549 --> 00:55:35.749 but they need to understand how to communicate with other people. 00:55:36.169 --> 00:55:40.789 You can't lose that. You can't use that connection of meeting people. 00:55:40.789 --> 00:55:43.789 These apps and these the 00:55:43.789 --> 00:55:47.349 technologies facilitate that and but 00:55:47.349 --> 00:55:50.449 you've still got that fundamental thing of human nature 00:55:50.449 --> 00:55:55.049 of being able to communicate somebody when you meet them and for 00:55:55.049 --> 00:55:58.569 me anybody that's coming into any sort of technology business 00:55:58.569 --> 00:56:01.449 or any business that uses technology should have 00:56:01.449 --> 00:56:05.549 that anywhere and they probably will have but. 00:56:05.549 --> 00:56:08.869 Then they have to be able to speak on 00:56:08.869 --> 00:56:11.829 an exhibition floor talk to somebody when 00:56:11.829 --> 00:56:14.529 they've made that connection on the app they need 00:56:14.529 --> 00:56:17.409 to be able to judge and articulate what they think 00:56:17.409 --> 00:56:21.549 about that entry sponsor so communication is 00:56:21.549 --> 00:56:24.509 more important for me and i find that i find 00:56:24.509 --> 00:56:27.409 that very strange that we talk about 00:56:27.409 --> 00:56:30.949 technology which they should just be able to use it yeah 00:56:30.949 --> 00:56:34.129 it's we are fundamentally a 00:56:34.129 --> 00:56:37.469 people industry yeah yeah i 00:56:37.469 --> 00:56:40.369 think that's great advice actually and probably myself 00:56:40.369 --> 00:56:43.789 I would say that success can sometimes 00:56:43.789 --> 00:56:46.789 be very much down to your ability to 00:56:46.789 --> 00:56:49.889 be able to build relationships and speak 00:56:49.889 --> 00:56:54.089 to other people and network and things like that right isn't it is yeah we've 00:56:54.089 --> 00:56:58.749 probably both seen it ourselves people that are extremely intellectual know 00:56:58.749 --> 00:57:03.629 their job but maybe like those soft skills and and that's actually a hindrance 00:57:03.629 --> 00:57:08.609 to themselves progressing and going on to bigger and better things. 00:57:08.749 --> 00:57:13.849 Whereas others that are probably less able than them just have a better. 00:57:14.069 --> 00:57:17.809 Shall we say, gift of the gap, and they're the ones that end up progressing 00:57:17.809 --> 00:57:21.749 and opportunities present themselves and they take hold of those. 00:57:22.529 --> 00:57:26.029 Yeah, communication is key for me. 00:57:26.809 --> 00:57:31.389 You're right, you can have the best idea in the world, but if you can't speak to customers, 00:57:31.609 --> 00:57:35.049 articulate to people and communicate with people then where 00:57:35.049 --> 00:57:41.969 does your software go people buy from people and and that to me is so fundamental 00:57:41.969 --> 00:57:46.909 within our industry is that you communicate you go on a journey together with 00:57:46.909 --> 00:57:54.189 your customers that that to me is so intrinsic in our in our industry one two.