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MEETING DESIGN

Structured match is the beating heart of a successful confex event

forging valuable connections and stimulating collaboration, while technology and innovative working methods reinforce this approach. Sectors in transition, where investments and adaptability are essential, are keen to embrace confex events. Visitors are not only looking for knowledge, but also to make connections. Matchmaking apps, joint activities, peer-to-peer meetings, and round tables ensure a high quality and quantity of encounters, which in turn lead to more business opportunities. Results count The Events Sector Benchmarking 2024 report from The Society of Independent Show Organi sers (SISO) and Collingwood found that 18 per cent of show organisers are planning to launch a confex event soon, with 32 percent expressing interest in the model. As many as 86 percent of organisers note that participants and sponsors experience a return on investment faster and more clearly at confex and hosted buyer events than at traditional exhibiti ons and conferences. Structured matchmaking results in better quality meetings and relevant contacts. The format also aligns with the evolving preferen ces of visitors, who book later, have become more selective and seek out personal, experience-­ driven specialised events. Confex events meet this need since they are flexible and interactive.

Confex events are rapidly gaining popularity because they combine conferences, exhibiti ons and matchmaking into a total experience. Participants directly benefit from the focused networking, which is facilitated by technology and innovative working methods.

The added value translates into a higher willing ness to pay for a ticket, which is an attractive pros pect for organisers, especially since access to traditional exhibitions is often free or low-priced. Must Meet The Money20/20 Must Meet programme is a good example. Participants have multiple, pre-selected one-on-one conversations with relevant decision-makers from the financial sector in a short period of time. On the first day

By Edwin Nunnink | Photos Gerard Guiking | Expofoto

On 1 January 2025, Informa created a Festi val division, which is a clear sign of the times. The international organiser of business-to-busi ness events, listed on the London Stock Exchange, sees plenty of growth opportunities in what it calls ‘experience-led B2B events’, commonly known as ‘confex’. In October 2024, Informa acquired Ascential for 1.43 billion euros, known for leading confex events such as Cannes Lions (marketing), Money20/20 and Finovate (fintech), Black Hat (cyber security), GDC (gaming), and London Tech Week/Africa Tech Festival (future tech). These events immediately became a solid foundation for the Informa Festival. An integrated format Confex is more than just the combination of ‘con ference’ and ‘exhibition’. It is a modern, integra ted format in which conference, exhibition and structured matchmaking are fully intertwined. The focus shifts from information transfer to

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