Innovation: Just because we can, doesn’t mean we should

Adding value to audiences should supersede getting wooed by the newest shiny tech, says Grant Ireland, Head of Digital at Stagestruck.

Each month brings with it a new shiny piece of innovation set to disrupt the global events industry. But sometimes there’s a risk of getting sucked into the hype at the expense of genuine added value for audiences. So, what’s a better approach?

When the iPad first launched in 2010, everyone wanted a piece of the action at their next event. They wanted presentations distributed to each attendee, real-time feedback surveys and interactive Q&As all shared via a 9.7-inch touchscreen. Much the same happened when VR first made its way into the industry, companies shelling out huge sums on immersive experiences. And then came virtual presenters, speakers broadcast onto stages everywhere as hi-tech holograms.

"The right technology used in the right way can help deliver exceptional outcomes."

The trouble was, in each case, organisations didn’t necessarily know how or why they wanted to use the technology. Everybody else was doing it, so they wanted to as well. The consequence was audiences staring down at screens rather than engaging with fellow attendees, lacklustre VR experiences and great speakers that missed the chance to look people in the eye.

In other words, there was a tonne of enthusiasm for integrating the latest tech but sometimes without the understanding of how it worked, how expensive it could be, the potential risks of failure and – most critically – whether it would actually enhance the experience for their attendees.

We love innovation at Stagestruck and we’re always exploring how it could bring something new and exciting to experiences we deliver for our clients. The right technology used in the right way can help deliver exceptional outcomes. It can help brands transcend distance and bring together a global audience. It can automate mundane tasks, freeing up team members to focus on building relationships and sharing their insights with attendees. And it can add that ‘wow’ factor to leave audiences walking away feeling inspired.

But what’s so important is that it never comes at the expense of the fundamentals of a memorable experience – the storytelling, the spectacle and the ‘in-real life’ connection.

So yes, let’s push boundaries, but let’s always make sure that in doing so we’re elevating the core purpose behind an event, and that the innovative tool or technology we’re deploying is fundamental to that cause.

After all, audiences won’t thank you for spending eyewatering sums on the latest shiny thing if it doesn’t deliver. Though the embrace of new technologies is increasing exponentially there’s a parallel scepticism and tech-fatigue that runs alongside it. There’s a reason that digital detoxes and unplugged events are gaining traction. People want freedom from screens. They recognise that technology cannot replace the spontaneous connections and interactions they experience at in-person events.

"Push boundaries, but let’s elevate the core purpose."

That’s why we always start with the question: How is the technology going to enhance the overall experience? We work with clients to clarify the story and the ‘why’ behind the event from the outset. We talk about the concept, the theme, the way we want attendees to feel or the insight we want them to gain and the change we are looking to affect. Then – and only then – do we talk about the role of innovation in the context of executing that plan, positioning tech as a tool to complement the overarching strategy.