How do you ensure a memorable corporate event? Matt Lewis of Momentum Worldwide explains why it all starts with putting audience experience first.
Youtube Festival saw the platform come to life, explains Lewis (Momentum Worldwide)
You may have found yourself trapped at a ‘business as usual’ event: big screens, lots of chairs, safe keynotes, and, ultimately, a forgettable experience. While consumer brand moments are designed for emotion, B2B events often prioritize what we say over how we make people feel.
You’ve probably heard the adage: “People remember 20% of what they hear, 30% of what they see, 80% of what they experience” (or something to that effect). So, why do we put so much time and energy into 20-30% and so much less into the 80%, if ultimately it’s experience that people retain and value?
I’m not suggesting that a great keynote can’t have impact, simply that we put too much energy and emphasis on them. I love watching Steve Jobs’ soundbites from early Apple product drops, or Steve Ballmer dancing on stage for a Microsoft launch. But unless you’re going to do something outrageously engaging with that keynote, the event needs to be designed around the audience’s needs, not your message, if you want to make a lasting connection.
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As a creative experience agency, our job is to help clients reframe their briefs around human needs rather than the corporate message. Earlier this year, I was in Madrid at YouTube Festival, an annual event for the brand to connect with advertisers and industry leaders to showcase innovations and trends.
What struck me upon entering was that there was no stage, no chairs, and no lukewarm coffee or sad pastries. Instead, the entire space was dedicated to connection and experience. DJs performed behind a replica NPR Tiny Desk, culinary creators sampled food (including eating bugs), and artists created murals. Those looking for something more intimate could grab headphones and engage with a live podcast. It was all about experience.
YouTube had come off the screen and into reality, where creators, advertisers, and industry leaders could make real connections and truly engage with each other. Halfway through the evening, a flash mob-style dance crew took center stage. The objective was to break up the networking and invite people into a room where the keynote (and chairs) were set up. This traditional aspect of the B2B event had its place, but it wasn’t the only thing happening. The actual keynote was entertaining AF, fueled by performances that left the audience engaged and connected, not force-fed a message. Was the content important? Of course. But without the context, no more than 20-30% of it would stick. Understand what you want your audience to feel, not what you want to say.
If you’ve been to Cannes, you’ll attest that brands are trying hard to stand out and create memorable experiences. However, so many fail to integrate their message and the experience in a meaningful way. You’re often left with cool design, fancy drinks, and fireside chats. The one activation that stands out is Stagwell’s Sport Beach, which brings a different vibe and a focus on connection. Yes, it features traditional panels and interviews, but intertwined with action-packed programming, including live basketball, pickleball, clubhouses, and speakeasies instead of traditional networking spaces.
Like the YouTube example, the talent and consumer are on a level playing field, all engaged in the same programming and creating authentic interactions with each other. You can imagine how people feel after shooting hoops with a pro athlete rather than simply listening to a company representative talk about how they help brands connect with athletes. The proof is in the pudding.
It’s not just Google or Stagwell that can do this. All brands can, full stop. What may seem to be an expensive investment is, in fact, an assurance that your message will resonate. Brands must stop creating events that say a lot and mean very little and start designing for the audience experience. The future of B2B isn’t about better messaging, it’s about braver experiences.
Momentum Worldwide
Momentum Worldwide is the preeminent global experience agency combining creative, technology, strategy and design to deliver experiences that make brands matter...
