Matt Coyne is a Technology Engagement Architect at GES EMEA. He has worked in the events and exhibitions industry for over 10 years and has extensive experience ranging from organizing and design to websites, registration and intelligent data services.
Until recently, the opportunity to have a celebrity attend an event, attach themselves to a name-brand or endorse a certain product or idea was untouchable. The thought of paying a person to promote a product was seen as something only Fortune 500 companies could afford. Social media has changed all that with brands and businesses utilizing celebrity influencers to connect directly with their demographics and increase sales and profits.