The events of today and tomorrow are focusing less on B2B and B2C and more on H2H – a human to human connection. Brands are exploring experience design as a way to create event experiences that tap into the entire attendee journey.
Consider creating a ‘digital twin’
Tyronne O’Callaghan, vice president, strategy & global activation at Pico, says event planners should consider a ‘digital twin’ to broaden reach, sustain engagement, and optimise their exhibition investment.
“This is not just social media integration such as using LinkedIn Live, but a more immersive digital approach to recreating a live experience,” he says. “But it needn’t even be limited to that; a truly engaging approach would be to craft a unique experience that blurs the line between digital and real worlds.”
O’Callaghan references ABBA’s ‘Voyage Show’, which recently kicked off in London and which features realistic de-aged digital versions of the pop group members in their prime. “By adopting this digital twin concept, the show sent a wave of nostalgia through the crowd and hyped their engagement to the maximum,” he says.
Adopt an account-based approach
Exhibitions provide a key opportunity to pursue account-based marketing plans, where marketing and sales teams work together to target best-fit accounts and turn them into customers, and planners should plug into these.
Consider creating an exhibition environment that offers visitors a personalised journey, and then utilise tailor-made content based on that experience to approach each specific account.
“This could also be conveyed via an exclusive VIP or meeting environment which uses multi-media to deliver content based on what you already know about the account from your account-based plans," says O’Callaghan.
Tyronne O’Callaghan
Vice President, Strategy, Global Activation
