Part 2: What’s Next in Experiences

4.12.22

By Andrea Nichols, VP, Experience Delivery / Executive Producer

Part 2: What’s Next in Experiences?

An Executive Producer’s Thoughts Looking Forward

Looking Forward
In part 1 of What’s Next in Experiences, I shared how the events industry has changed and how we must adapt our old methods of experience design to one that engages our highly evolved audiences who have grown comfortable receiving content in the comfort of their own homes. Now it’s time we look at how we can use our knowledge from the past 2+ years to start re-designing the future of the events industry.

While audiences are saying they are READY to return, they likely aren’t ready to return to the same events of the past. Now that people can get content on their own time, will they really want to go back to sitting in cold, dark ballrooms, shoulder-to-shoulder with 500+ strangers, for 6-8 hours a day, multiple days?

As event organizers, it is our duty to look at things through a different lens. We need to look at the event cycle as a continuum. We need to offer our communities more and give them what they have been missing most over the last few years: CONNECTION. People are missing people. From workshops to networking, people want to experience once-in-a-lifetime moments —elements that cannot be replicated on a screen in your home office.

It's reminiscent of the discussion we had during the height of the pandemic at InVision’s webinar “The Experience is Everything” on designing impactful experiences that spark engagement, curiosity and action. That concept and notion haven’t really changed. When we look at the future of event design, we have an opportunity to do a few things differently. Here’s how:

Craft Content and Events on a Continuum
While people are ready to get back to meeting in person, research shows that attendees are still interested in receiving content digitally, as it allows them to consume content on their time. This gives companies an opportunity to build out content models and experiences that consumers can attain on-demand, and in a manner that fits their needs. This should be a component of a paid subscription model to curate and offer your best content. Content can also be curated in a “campaign approach” that allows consistent touchpoints to customers and engages them frequently. This allows for content absorption in a way that tailors to your brand’s care-about at the exact moment in time you want your audience to see them. A diverse array of formats should be utilized such as video, social media, podcasts and more.

Design Events With Your Whole Audience in Mind — Experience 2.0
If your intended audience is joining your event via the same medium (either all in-person or all virtual), then tailoring your program design is easier since your audience is consuming the experience in the same way. However, if you are revitalizing the idea of hybrid meetings, you have the challenge of designing for two separate audiences. Your audiences’ priorities might be similar but their abilities to consume the experience are vastly different. The in-person audience is craving connection, networking and those once-in-a-lifetime moments. Your virtual audience is likely there for a shorter period of time, to absorb specific content and possibly some virtual networking or community-building. 

The idea of hybrid, or what InVision calls FLEX, is where we can not only extend the brand’s presence but make an impact where it directly affects the end-user. Your virtual audience is not coming to your program to simply watch a livestream. These attendees want to know that they are seen and are an important part of the community. Do so by ensuring that a part of the program they are attending is curated with them specifically in mind (especially if they are paying for it). Spend time evaluating each part of your audience and develop a program that is personalized to every attendee. A highly tailored experience will make a huge difference in how they see your company, participate in the community, and ultimately champion your brand.

And while the above might seem hard, there are some simple ways to create impact for your audience – no matter where they are. Examples include a host dedicated to your virtual audience, a content track that is specific to your remote attendees and engagement tactics that are digitally centric. Also, consider adding shared touchpoints that will drive connections between your virtual and in-person audiences.

Drive Community
Create an experience that audiences will want to be a part of — a model that allows for content distribution on a continuum and that hosts curated must-attend event experiences. Audiences want the ability to consume, be heard, and contribute. Consider how to keep the audiences engaged over the long run and create pathways and digital connection points that allow for an inclusive, evergreen community. As we continue to navigate the global pandemic in 2022 with choices to make about re-entering the world of in-person events, we should be mindful about how we take our community along with us for the ride.

I am excited for this new era of experience design and am looking forward to creating new and exciting experiences for audiences that help our clients champion their brand. While every day seems like a new adventure, we are a resilient industry – one that will keep getting better, growing stronger, and giving back to our communities. 

If you’re looking for a partner to help design your next brand experience, InVision can help. Please reach out to your Account Manager or info@iv.com for more information