Q: What is best practice now?
A: I remember attending the AEO Conference back in 2019. One comment from a speaker really resonated with me and has become my mantra ever since. ‘Create a community not just an audience’.
So, you have an engaged community, how do you translate this into a physical event? How can you transform your brand into a truly immersive experience. A great example of this is Goodwood Festival of Speed. This event is a sensory overload, from the scent of burning rubber and fuel to the aroma of street food, all captured in a single smell.
Transforming readers into event attendees can be a challenge, everyone is busy, whilst commuting habits have significantly changed. So, what makes your event compelling enough to motivate your audience to leave the comfort of their homes?
Encouraging community generated content is a powerful way to extend your reach. Inviting them to contribute articles, reviews or stories not only enhances your content but also gives your community a sense of ownership and involvement.
Exhibitors can become an essential part of your immersive experience. Many exhibitors simply hand out brochures and do not truly engage with your attendees. Before exhibiting at any event, I would recommend a visit to Hamleys toy store in London. You could probably buy the same toy online more cheaply, but visitors still choose to travel to their store. Why? You are transported to a magical place with live demonstrations and knowledgeable staff who want to engage. Exhibitors need to capture this magic and use it on their stands.
One effective strategy is to create interactive content. What can you add to your event to encourage engagement? One idea is creating a space for meaningful conversation that enables visitors to ask questions and share insights. The retail sector is full of ideas to pull their customers into store. One such example is the Genius Bar in Apple stores — could your next event have a Genius Bar?
Creating feedback loops where you regularly ask for suggestions from your community can make readers feel heard and appreciated, strengthening their connection to your brand. This will help drive your future event strategy.
Providing exclusive content or early access to community members can make them feel valued. Gardeners World Live has a Subscriber Lounge, providing members free coffee and exclusive access to speakers after their sessions. These perks enhance a sense of community and generate loyalty and a deeper connection with readers.
Think about what your audience will post about your first event. Give them an opportunity to share their experience to help grow your audience ahead of the second. Make sure you take lots of videos on the day which can be used in a FOMO (Fear of Missing Out) campaign for year two. What Instagrammable moments will your event have?
Q: How do you see it changing in the future?
A: Let’s try and answer this one without talking about AI!
The core principles of building and maintaining a community are timeless. Authenticity, value, and engagement are the cornerstones of any successful relationship with readers. However, the methods and platforms through which these connections are created are in a state of constant change.
It’s part of being human to want to engage in person and events will always be the perfect place for this. Over the last year, I have been to some incredible events including The BBC Earth Experience in London, Wake The Tiger in Bristol, Farnborough International Airshow and, of course, all our clients’ events! It’s exciting to look ahead at how technology advancements will continue to enhance how we connect and experience the world around us.
I can see augmented reality becoming more mainstream and providing a mechanician to bring stories to life in new and exciting ways. Amazing to think Pokémon GO, an AR mobile game, was released eight years ago; what will the next leap be and how can it transform the event industry? Imagine attending an airshow with AR glasses, with a countdown of when the Red Arrows will be flying and what direction they will be traveling from, even real-time audio from the cockpit, “Smoke on, Go!”.
As data analytics become more sophisticated, publishers can gain deeper insights into their readers’ preferences and behaviours. This allows for highly personalised content and targeted engagement strategies. By leveraging data, publishers can create tailored physical experiences that resonate more deeply with their community members.
In conclusion, while the fundamentals of engaging with a community remain unchanged, the channels through which these interactions occur will continue to evolve. Embracing new technologies and platforms, while staying true to core principles, will enable publishers to build vibrant, engaged experiences.
Three top tips
1. Create a community not just an audience.
2. Create a community not just an audience.
3. Create a community not just an audience.
Join Mark and the other contributors to our Events Special on Wednesday, 13 November for a Q&A webinar when you will have the opportunity to put questions to them.
gther provides a robust suite of community tools that foster immersive and engaging experiences. Our platform is designed to bring people together, enhancing interaction and collaboration in dynamic and meaningful ways.
Website: www.gther.com
LinkedIn: www.linkedin.com/company/gther
LinkedIn: www.linkedin.com/in/marksullivan83
This article was included in the Events Special, published by InPublishing in October 2024. Click here to see the other articles in this special feature.
