As industry leaders in the experiential events and marketing space, Impact XM are masters of solving complex challenges and adopting cutting-edge technology. For almost 50 years, the company has been providing clients with bespoke events, underpinned by savvy strategies, and delivered with the creative flair they have become known for. One would think that a global pandemic would spell trouble for a company producing live events; yet, by applying their visionary focus where it counts, Impact XM has ingeniously come out the other side unscathed and with business thriving in this new landscape.
Key to their success was the emphasis on virtual events. Impact XM has been delivering virtual solutions for their clients for over 15 years, which made them well-placed to adapt to new challenges. Indeed Impact XM has long understood the advantages afforded by digital events. Clients can connect with a global audience through any device, the data collection possibilities are massively enhanced, and KPIs and metrics can be monitored in real-time. Impact XM’s President, Jared Pollacco, emphasises how ‘they allow for more creativity because virtual events take place in the cloud, you can really think big – budgets go a lot further.’ It is this big-picture thinking which has afforded them a reputation as the creative powerhouse to watch in the experiential events industry.
During the COVID-19 lockdown, Impact XM helped clients solve the most pressing problems they faced from the sudden changes by shifting their focus to digital strategies, retail safety solutions, and outdoor events options. However, they always kept an eye to the future and how they would adopt these learnings to provide for their clients long-term. Mr Pollacco values the inherent strength arising after a difficult period, ‘We believe this experience is teaching people new skills and new habits, and the industry will adapt to those to drive more value.’
Post Covid-19, he foresees, ‘live events will come back in a big way, but there will be differences.’ Differences Impact XM is already succeeding at managing, with their development of hybrid events that fuse live and virtual elements, thereby allowing companies to capitalize on global reach and maximize their social media potential, whilst delivering innovative, safe, in-person events.
Looking forward, Impact XM is keen to explore the potential of the technology coming from the 5G rollout, which, Mr Pollacco believes, will ‘drive our environments and experiences to new and unforeseen places. Judging by how they have succeeded throughout the pandemic, Impact XM has the agility, company culture, and talent to maximise the potential of the new challenges and technology to come by creating ingenious events, intelligent strategies, and delivering the Impact they are known for worldwide.
