Event360: Five lessons learned

Event rounds up the top five lessons learned at yesterday's (23 June) Event360 experiential summit, which was held at the Roundhouse in London.

Event360: Five lessons learned
Event360: Five lessons learned

Creativity can be more important than budget

The one-day event kicked off with Big Questions Live, a Q&A style session where representatives from agencies and brands including BMW, Benefit Cosmetics, Barclays, Steely Fox and Lightblue Worldwide noted that budget doesn’t need to underline an event – often the most creative events are those with the smallest budgets.

They offered advice on how to overcome budget-related challenges when organising events by using existing relationships and key influencers, thinking creatively and collaborating.

Relationships are important

During the Big Questions Live session panellists also touched on the idea that a successful event involves input from brands, agencies and venues.

Panellists discussed their frustrations with venues and agencies, and highlighted the idea that event success can be achieved when the three parties work together to achieve a common goal. 

Your event should tell a story

Over at the Power Brands theatre, which was powered by agency George P Johnson, Vikki Bradney-Spencer, brand and communications leader UKI at IBM, offered a guide for storytelling at events.

She advised people listen to their audience, build an integrated experience pre- and post-event and use technology to engage, to share and to capture.

Insight and opinion are equally important at events

Following the Five by Five session, where panellists from Sony, Jack Daniel’s and Hewlett-Packard (HP) discussed a recent experiential activity in five minutes using five slides, they took part in a Q&A faciliated by Jack Morton's Mark Spragg.

One of the key takeaways was the role of insight and opinion at events. Melissa Noakes, head of brand experience at Sony, noted it is about conversation and statistics, and there is interplay between the two.

Jane Culcheth Beard, manager – WW programs and central EMEA events, global marketing at HP, explained anecdotes become evidence when two or three people say the same thing. 

Events need to embrace technology

Solomon Rogers, founder of Rewind addressed eight technologies on the rise and how they can be applied to events, highlighting the need for the industry to adopt new technologies.

He explained technologies including virtual reality (VR), mixed virtual reality, iBeacons, hologram projection and more will help event organises to deliver high quality events, as well as enhance attendees’ experiences. 

Catch up on all of yesterday's happenings via the Event360: Live blog.

More: Event TV: Top tech at Event360

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