‘Glocalisation’ and its impact on business events

glocalisation
Lisa Ronson is a keynote speaker at AIME's Knowledge Program.

The theme for AIME’s 2024 Knowledge Program is “The 4Ps of GLOCALISATION” and will explore the relationship between global insights and local nuances.

Keynote speaker Lisa Ronson will examine the intricate dynamics of glocalisation’s transformative impact on the global business events industry.

With a career spanning more than 25 years at some of Australia’s best known consumer brands – including Coles, Tourism Australia, Westpac, Telstra, Visa International, David Jones and Carlton & United Breweries – Ronson is an award-winning marketing executive with an extensive track record of building strong consumer brands, leading high-performing teams and growing retail sales and market share.

With the support of Saxton Speakers Bureau, Ronson will examine how the business events industry can use modern marketing tools and insights to best serve their customers today – and into the future.

Ronson says she’s excited to be part of AIME’s Knowledge Program in 2024.

“It looks like it will be a fantastic audience and I’m really excited to share some insights that they can take back and start implementing straight away,” she says.

“It’s all about being practical and using examples, so I’m excited for that.”

On the Knowledge Program theme for 2024, Ronson says every global organisation grapples with how to apply and adapt an overall strategy to local nuances and cultural differences.

She says the key is empathy.

“Given the amount of data and insights we now have across digital channels it’s much easier today to break down the insights and have empathy between the two parties and teams,” she says.

“Having empathy between the global and local teams ensures greater understanding and is critical to ensuring those global insights or trends are interpreted in the right way for local audiences.

“Do I think we’ve made progress? Absolutely. Do I think we’re 100% there yet? No, I don’t think we are. But we are getting better.”

The integration of digital marketing into overall marketing strategy is fundamental today, Ronson says, and this is key.

“For business events, it’s crucial to be careful with the digital channel selection and the information you’re imparting to the target audience,” she says.

“Information needs to be tailored to the specific needs of a business events audience, and lean into their preferences. What’s going to make them successful more broadly? And then solve that problem.”

Through digital marketing businesses can go hyper-granular with data and analytics. But Ronson sounds a note of caution.

“Just because we can measure something, doesn’t mean we should measure it,” she says.

“It always has to ladder back up to the business strategy: what are the problems you’re trying to solve for your target audience? What’s going to drive the business growth?

“Look at the things that move the dial from a customer – and thus a business – perspective and focus on those. It’s much better than looking at 500 different things you can’t actually influence because you’re looking at too much data.

“It sounds quite easy but it’s being very, very ruthless on what you measure, month to month, quarter to quarter.”

To hear Ronson’s keynote presentation and to immerse yourself in an ecosystem of education and knowledge sharing, a ticket to AIME’s Knowledge Program is a must. The Program is attended by Hosted Buyers, Media, Exhibitors and Visitor Buyers who upgrade their ticket.

AIME 2024 will run 19 –21 February 2024 at the Melbourne Convention & Exhibition Centre.

For more information or to register to attend AIME visit here.