“Attendee-led experiences” can enhance immersion for attendees by creating unique, memorable events, experts say. Photo Credit: M&C Asia
Light sensors that mimic heartbeats, improved accessibility, and
networking buttons are just some of the ways event organisers are adding
memorable elements to events.
These findings were highlighted at a recent Cvent webinar, with
contributions from Alexia Seijido, experiential events and sponsorship
at Cognizant; Brooke Gracey, director, demand generation at Cvent; and
Audriana White, event manager at Adweek.
Contributors gave examples of how to push event boundaries with
unique elements, with White describing a recent event she worked on as
an ‘attendee-led experience’.
“We had a formal programme and we sent out details prior to the event
so attendees knew what we were discussing, as well as encouraging them
to read material so they could contribute,” said White. “There were a
lot of on- and off-the-record conversations, enabling people to speak
authentically with their peers. It was an opportunity for people to
speak among the audience and on the stage.”
Immersive venues and themes
Venues can also be adapted to tie into the event and provide that
immersive moment. For a sports marketing summit, White gave the example
of how a basketball court was used as the main stage for speakers; while
this was a corporate event, people wore trainers, giving this less of a
formal feel. AI technology can also help transform a venue or take
networking to a new level.
During an event we had a lighting sensor, attendees were able to put their palm up to a sensor and then the lights in the room mimicked the beat of your heart.
Audriana White, event manager, Adweek
“During an event we had a lighting sensor, attendees were able to put
their palm up to a sensor and then the lights in the room mimicked the
beat of your heart,” said White. “It was an added, fun experience during
networking.”
Another example is using ‘networking buttons’, a fun way to start
conversations during networking. This enables event attendees to select a
number of personal interests and to have these printed on ‘buttons’
that form part of their attendee badge, so these are visible to others.
Using tech to enhance communication
Even more ‘basic’ technology can be used to deliver a great
experience and engage with attendees in meaningful ways. Seijido
outlined how events have used a tool called Textmagic to ensure
delegates are kept informed about an event at all times.
“A lot of our event activations are within a larger event and it’s
really important to find the simplest ways to communicate with
attendees, for them to reach out to us quickly and easily and for us to
respond,” she said.
“We send out ‘know before you go’ emails prior to the event but there
are always updates and changes to share on site. We use Textmagic to
send regular reminders about shuttle bus pick-up times and other
logistics, even if there’s a rain delay. Attendees can text back with
questions too that we respond to in real-time.”
We send out ‘know before you go’ emails prior to the event but there are always updates and changes to share on site. We use Textmagic to send regular reminders about shuttle bus pick-up times and other logistics…
Alexia Seijido, experiential events and sponsorship, Cogniza_nt
Accessibility builds engagement
The webinar also touched on how accessibility can be a major factor
for creating an immersive event, ensuring that all attendees are
included as much as possible. White explained how their events have
screens in rooms with real-time translation and interpreters, alongside
additional signage and being considerate about the best layout for
attendees.
“When it comes to accessibility, it's all about incorporating it
where you can in very subtle ways as to not have it stand out,” said
Cognizant’s Sejidio. “For example, using ramps instead of stairs for all
attendees, where possible, rather than having a mini elevator hidden
somewhere that you have to ask for access.”
Gaining stakeholder buy-in
Getting buy-in from attendees is vital too, to ensure events do have
that extra edge. White uses post-event surveys asking targeted questions
to find out whether attendees enjoyed the experience.
“Another way to see if we’ve made an impact is to take to social
media networks and see what attendees are talking about on Facebook and
Instagram and if any hashtags are trending from our event,” said White.
When trying out new ideas - be it technology or venues or a different
location, get buy-in from your stakeholders too. White said it’s vital
to present these backed up by proven research, statistics and case
studies, such as other companies that have hosted events at the venue.