Staging a successful consumer show

Q: What is best practice now?

A: Here are four important areas to focus on:

• Content is key: Events are a great way to engage with your customers on a deeper level. In the consumer space, live events can be used to bring your brand to life, but it is important this is done in an authentic way. The success of a consumer show hinges on the quality and relevance of its content, which needs to resonate with your target audience’s interests and needs. Engaging content captures the audience’s attention and keeps them coming back for more. It’s also essential to stay updated with industry trends and audience preferences to ensure your content remains fresh and appealing. Additionally, incorporating interactive elements such as Q&A sessions and hands-on workshops can enhance engagement and make the experience more memorable for attendees.
• Listen to your audience: Utilising data and insights is vital for making informed decisions about your event. Collecting and analysing data from audience surveys, previous shows and social media interactions can provide valuable insights into what works and what doesn’t. This information helps you tailor your content, marketing strategies and overall event experience to better meet the needs and expectations of your audience.
• Digital marketing capability: In today’s digital age, leveraging digital marketing tools and strategies is crucial for reaching a broader audience and effectively promoting your event. Utilise social media platforms, email marketing and search engine optimisation (SEO) to create buzz and drive attendance. Engaging content, such as teaser videos, behind-the-scenes looks and influencer partnerships, can generate excitement and anticipation. Using analytics tools to track the performance of your marketing campaigns allows you to make data-driven adjustments and optimise your efforts for maximum impact.
• Employ the right team: Ensuring the safety and success of your show requires the expertise of a dedicated health and safety team. Event experts on the delivery side can help identify potential risks, implement safety protocols, and manage emergency situations effectively. This includes conducting thorough risk assessments, ensuring compliance with local regulations, and providing training for staff and volunteers. A well-prepared H&S team not only ensures the safety of attendees but also contributes to the smooth and successful execution of your event.

Q: How do you see it changing in the future?

A: In today’s market, there are experiences available on every corner and this means you need to find unique ways to stand out and attract your audience to your event. The ability to quickly respond to changing trends and evolving audience preferences will ensure that your event remains relevant and appealing. This might involve adjusting your content, marketing strategies, or even the format of your show to meet the needs of your audience.

While large-scale events have their appeal, there is also a growing demand for more intimate and personalised experiences. Smaller, niche events allow for deeper connections and more meaningful interactions. These intimate settings can foster a sense of community and exclusivity, making participants feel valued and engaged.

Technology will continue to play a significant role in events. While hybrid events are gaining traction in the B2B space, they are less relevant in the consumer space, where people prefer to attend in person and fully immerse themselves in the event. However, in the consumer space, technology will be used more and more as part of interactive experiences, as well as to share content through platforms such a social media, increasing the reach of live event activity.

Three top tips

1. Listen to audience insight and big data. Leveraging audience insights and big data is crucial for staging a successful consumer show. By collecting and analysing data from various sources, you can gain a deep understanding of your audience’s preferences, behaviours, and expectations. This information allows you to tailor your event to meet the specific interests and passions of your attendees. For example, if data shows that a significant portion of your audience is interested in a particular topic or activity, you can incorporate that into your event to increase engagement and satisfaction. Additionally, using data analytics can help you identify trends and patterns that can inform your marketing strategies, content creation, and overall event planning. By making data-driven decisions, you can enhance the attendee experience and ensure the success of your event.

2. Create magic moments. One of the most effective ways to make your consumer show stand out is by creating magic moments that surprise and delight your audience. These can be unexpected elements or experiences that leave a lasting impression and get people talking about your show long after it’s over. Whether it’s a money can’t buy experience with talent, an interactive workshop, or a unique giveaway, these moments can generate excitement and buzz and ensure attendees will talk about your event. Great creative ideas and a sense of fun are key to crafting these memorable experiences.

3. Don’t overthink it. While planning a consumer show can be complex, it’s important not to overthink every detail and focus on creating a great experience for your audience. Overcomplicating your event can lead to unnecessary stress and confusion, both for you and your attendees. Instead, prioritise the key elements that will make your event enjoyable and memorable. This includes clear communication, smooth logistics, and engaging content. By simplifying your approach, you can create a more relaxed and enjoyable atmosphere for everyone involved.