Free your conference to be a festival...
Or your festival to be a brand experience; your brand experience to be a conference; your exhibition to be a meeting; and so on.
The point being, the traditional definitions of an event have become rather open to interpretation and are not always the right start point. Arguably, using any of these terms is starting with an answer, rather than an objective. We’d rather start with an objective, then develop a solution that brings an understanding of your audience and your objectives, together. All in one potent, memorable idea.
And objectivity requires context. Here at Stagestruck, we believe that if you want your event to work hard, you have to think about your audience and the world they actually live in. My rather wonderful colleague, James Boardman, recently wrote about this (see here), looking at the context – the competitive communications context – and how this makes the difference between an event that delights and works hard, and one that gets a, “Meh, it was fine” response…and is forgotten in a week.
This objective approach will free you up. It does require an open mind, and a willingness to challenge what’s happened in the past, but it works. It forces us all to look at what people actually think, feel and crucially, do. (After all, what they say and what they do are often not the same.) Without being too full of ourselves, this is what we do. It’s seen us turn conferences into festivals; made festivals work as brand experiences; forged potent meetings at expos; turned exclusive conferences into inclusive broadcasts, and more. From ball-pits to gameshows; AI hosts to robots; coffee bars to sushi conveyors; even warehouse rave venues that bring back memories of the ‘90s for some of us…and yes, some music. Not for the hell of it, but because we’re focused on the objective.
Set your event free: start with defining what you want to achieve.
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