Zoom just killed business travel

zoom instead of travelFace to face meetings will return, it’s just a case of when.

In the meantime, Zoom and other video conferencing systems have become part of everyday life for millions. Previously the preserve of large, or advanced organisations – now your waving grandmother, bedecked in her Sex Pistols baseball cap, appears as if by magic. Zoom is here to stay and that changes a lot.

If you enjoyed business travel you probably ought to consult your doctor. At the best of times, it was bearable, most of the time it was just – well – a bit crap.

Getting on aeroplanes and going to faraway places used to be associated with success – ‘oh, they’re sending him to Japan, they must think highly of him’. Nope! he’s just the loser who couldn’t think of a good enough excuse to get out of it or, someone who has personal reasons for being away from home a lot.

The downtown is criminal. Security is a theatrical token gesture, with the whole purpose of the 2-hour pre-flight nightmare being to get you to spend money. Duty-free isn’t as cheap as Amazon. There’s something referred to as ‘food’ on the flight but often no wi-fi.

Nowadays, flights arrive on time. Essentially this is because the airlines have extended the published flight time so they appear punctual. How many times have you heard the pilot say ‘oh we’ve made very good time, ladies and gentleman, due to a tailwind’.

And just as you arrive home, knackered, on a Friday night into a rainy Heathrow you are treated to a delay – because there is nowhere to park the plane – of a length of time approximately equal to the time it took to fly there in the first place.

And what price this jet-set luxury? Well, a business-class ticket, to anywhere further than a train can take you, would buy you a small family hatchback. Alternatively, you could fly cattle-class, joining the hen-party from Wigan and the kid who’s attempting to conduct spinal surgery with his knees. All this and you’re helping to screw the planet as well, yeh!

Until the experience improves, massively, or flight times and omissions are slashed by new technology, business travel is doomed.

So-called ‘meetups’, Zoom forums where teams and audiences interact from the comfort of their own space, will undoubtedly become more popular.

Yes, the people involved will eventually meet up in person but when it comes to regular communication this how they are going to do it. But Zoom meetups do suffer from one negative factor; after a while, they seem to merge into one long homogeneous ‘thing’ you did today.

Being able to follow-up a product launch or training event, soon after its taken place on Zoom, is key. That’s how your brand, or message, is going to cut through. It’s all about redefining the word ‘event’. The principles are the same, the delivery – metaphorically and literally speaking – is different.  You have to send your swag and that’s actually a more targetted approach, winning more mindshare, and getting more attention. A tangible follow-up to a meetup is, arguably, more effective than what went before.

We can help you source the product and send it directly to your audience members (via a carbon-offset courier of course) – whether that be to their home or place of work.

I attended the Zoom and got the T-Shirt!

 

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