The "digital twin" concept is deployed during ABBA's "Voyage" concerts in London to maximise nostalgic engagement from the audience. Photo Credit: Abba Voyage/Visit London
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.
Cate Banfield, vice president, experience & event solutions at
BCD Meetings & Events, points out that this could involve the use of
high tech, low tech or no tech – creating environments where attendees
can immerse themselves into a brand experience fuelled by technology, or
find reprieve from a busy event agenda in a more wellness-inspired
quiet zone.
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.
Seamless user experience is paramount
No one wants to navigate multiple tools and technologies to register
or participate in your event. Streamlining your tech toolkit is key,
creating an easy way for attendees to build a relationship with your
event pre/during/ post programme, connect with fellow attendees, and
follow the content in the palm of their hand.
The gaming industry has typically led the way with how people connect online, and successful experiences in this space are paving the way for the future of digital events, complementing an in-person experience.
Cate Banfield, vice president, experience & event solutions at BCD Meetings & Events
BCD M&E’s Banfield concurs with the addition of the digital
element - while she says most people would agree there is little desire
to go back to a 100% virtual event landscape, the reality is that the
metaverse is starting to make its way into events.
“The
gaming industry has typically led the way with how people connect
online, and successful experiences in this space are paving the way for
the future of digital events, complementing an in-person experience,”
she says.
“Watch this space; it doesn’t have to be all about VR headsets and
complex digital environments. Companies are exploring scalable models
that fit their needs, while also extending the opportunity to monetise
and diversify revenue streams around their events.”
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.