Event 360

by Joanne Madeley

Last week we attended the annual Event 360 hosted by Event Magazine at Building Six within the The O2. 

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After hearing so much about the event last year and the calibre of speakers that attended we were thrilled to be attending this year.

The day began with a triple hit of brand slam case studies from the NFL International, Fentiman's and Vodafone detailing how some of their most immersive experiential events have led to increased social media activity, increased engagement and further consumer usage. 

These initial speakers reinforced something that we all know; the event industry is delivering more experiential and immersive brand experiences that create unforgettable moments for people to talk about and embrace into their everyday lives.  The speakers gave us some great inspiration and learnings about pushing the boundaries of experiential events and also pushing the boundaries of the industry as a whole - we are the people who set the trends and continually deliver unique and creative experiences for our clients. 

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Additionally speaking with other agencies and suppliers we found a common ground when discussing crisis management solutions, particularly the challenges faced when choosing destinations abroad and the push backs we face from clients. Given the devastating attacks that have happened around the world in the last few years, as well as ongoing crisis' such as the Zika virus, we need to be constantly problem solving and reassessing internal processes as an industry. 

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Lunch was served in the terrace area of Building Six provided by Kerb catering who offered multiple street food options. We continually talk about dietaries and how important it is to cater for everyone, vegan, vegetarian, coeliacs, the list is endless - Kerb did a great job of this. 

After lunch there were 1-2-1 discussions with suppliers and continued huddles showcasing a multitude of subjects from live engagement and innovative technology to creative event backdrops. With a wide range of delegates and such vast experience the huddles were one of the most beneficial parts of the day. They questioned how we work, how we can grow and how we continue to push the boundaries across every aspect of an event. 

One of the ways we're trying to push the boundaries is creating personalised event experiences through apps and this was something that was discussed throughout the day. Implementing the use of navigation systems and way finders during events, as well as using augmented reality is something that's shaping our industry in exciting new ways. AR is an interesting prospect for helping delegates get the most out of events for them as an individual. Helping them to find the right networking opportunity and the right way to navigate an event to make it a truly personal and meaningful experience. Too invasive? Certainly something that is up for debate. 

We took so much inspiration from the day. There were so many engaging speakers and great opportunities to network with like minded professionals about event creation and the exciting things that are shaping our industry. Some real thought-provoking content and we look forward to next year. #event360 

Joanne Madeley