By Sarah Yeats, Managing Director, Sledge
For a lot of people, a long winter and many months of virtual events means they are excited to get out and enjoy face-to-face experiences this summer, both locally and abroad. Meanwhile, others now prefer to tune in to them remotely, or at least have the option to do so.
It’s clear that peoples’ wants and needs have changed as a result of the pandemic – as well as several other factors – which means it’s important we don’t simply go back to what we did before, but evolve our approach to ensure we fulfil attendees’ expectations in the now.
Capturing and extracting data before the planning begins
As an industry we’ve always engaged in research and analysis to understand our audience, yet it’s especially important to double down on this today. Surveys and study groups are an effective way to unearth what it is that people genuinely seek in this current climate, the findings of which can be used to shape and create truly engaging and relevant events.
Aim to include a mix of open and closed-ended questions here, and cover items such as the interviewee’s preferred event format, age, location, views on subjects such as sustainability and DE&I, what they would like to see or experience from the brand, and how this will add value to their lives, either in a professional or personal sense.
The data that’s extracted during this process is also beneficial as it allows us to create more personalised experiences for each individual – whether that’s an in-person or virtual one – based on their unique preferences, as well as ensure appropriate attendee matchmaking.
Focusing in on the accessibility piece
In many ways the pandemic democratised events, allowing previously closed off or exclusive experiences to be enjoyed by much larger groups, with location and socioeconomic status no longer barriers to attendance. In doing so, it also enabled brands to amplify their experiences, and share their core messages with more people.
Some strategies to consider to continue on this route include of course, developing hybrid event formats. While a truly effective experience of this nature tends to require two event teams and content that is unique to each audience, if there’s a genuine ask for this it will result in greater attendance levels. It will mean factors such as an individual’s comfort levels around health and safety, through to consciousness of their carbon emissions, and barriers including location and the investment required, no longer impact their ability to join.
Greater ticket availability is another strategy to consider, to help avoid the disappointment many are left feeling when they miss out on securing access to a renowned business event, festival, performance, or music act. This can be achieved through, for example, segmenting tickets by session or track, so that people can purchase tickets to those that resonate with them most, while also sticking to their allocated budget.
It might seem a little obvious, however for in-person experiences, consider the times and days of the week they will be held on, especially for business and corporate events. With hybrid working the norm for many now, people are in central locations less often, which can impact their willingness to attend.
Addressing pertinent matters in meaningful ways
Sustainability and DE&I are important to consumers today. According to Deloitte’s Sustainability & Consumer Behaviour 2021 Report, for example, nearly one in three people have stopped purchasing certain brands or products due to ethical or sustainability related concerns they had about them.
As the experts, we need to pro-actively educate our clients about the importance of protecting our planet and providing a voice for underrepresented minorities. Instead of creating ‘tick box’ initiatives or exercises, this should involve truly partnering with clients – as well as leading organisations in the space such as isla, Diverse Speaker Bureau and Diversity Ally – to develop long-term strategies that apply to their entire event portfolios.
It’s about the journey and the various steps that need to be taken to get there, rather than focusing on one-off actions which don’t leave a lasting legacy, or make a genuine impact.
So, as you’re planning events for the summer and beyond, I highly recommend taking a research and data-led approach to ensure maximum relevance, create experiences that are as accessible as possible in this new world order, and consider sustainability and DE&I across every stage.
