Ahead of the curve.
▶ Watch · Cognitive Publishing TransCityRail South 2024
In short —
Most publishers were forced into virtual events. Cognitive Publishing went there voluntarily — and it became one of the smartest moves they made, delivering a 13% turnover increase.
Who they are
Cognitive Publishing is a leading UK B2B information and events organiser specialising in event services for the public sector. They connect thousands of global businesses with senior leaders from organisations such as the NHS and the rail industry. Over 21 years, Cognitive has given news brands access to the most senior leaders and politicians, creating immersive and engaging environments for their audiences.
Saw it early
Identified digital event opportunity before the pandemic forced it.
Content first
Insightful programming attracts speakers, sponsors, and audiences.
Right partner
A central platform for registrations, comms, and operations.
Granular data
Behaviour insights guide future programming.
Identifying the opportunity early
Since embracing digital events and virtual event software, Cognitive Publishing has seen an impressive 13% increase in turnover. Like so many event organisers over the past two years, Cognitive was forced to rethink their event structure during the pandemic. But Media and Events Director Roy Rowlands attributes much of their success to identifying the opportunity in digital events before the industry made the transition.
Prior to the pandemic, Cognitive had already planned to introduce digital events to its schedule. The team had already anticipated a trend in digital events and could see the benefits of hosting conferences and exhibitions online — with the ability to have limitless attendees joining from around the world.
Content is king.
Roy emphasises the importance of content when delivering virtual events. Providing valuable, engaging, and insightful content is key to return attendance, attracting new attendees, and maximising marketing efforts.
Why their approach worked
Cognitive's approach is a perfect example of disruptive innovation in a challenging time. They sought out opportunities in digital platforms before the pandemic, continued to embrace change rather than retreat from it, prioritised relevant, interesting, quality content above everything else, and recognised that virtual attendees still need to feel they're getting value for time and money.
"A key component of digital event management software is the ability to capture data easily and communicate effectively with event audiences. Granular data and insights are invaluable when understanding attendee behaviour."
Roy Rowlands · Media and Events Director, Cognitive PublishingStraight from the room
Highlights from the Cognitive Publishing story.
Hosting digital events generated revenue and promoted other online events in the future.
Relevant content is what helps attract high-profile speakers and event partners.
Granular data is invaluable when understanding attendee behaviour.
Hosting successful digital events has actually increased participation in our live events.
Looking ahead
Cognitive's digital events have been extremely successful, and they will continue adding to their digital portfolio. They plan to deliver live events too — but won't use digital to replace them. Instead, digital events have become a gateway into the live ones. Hosting successful digital events has actually increased participation in their live events, contributing to rapid growth and continued increases in revenue.
Want digital events that grow your live ones?
See how Evessio helps publishers run live, digital, and hybrid programmes from one platform.