I’m thinking about event technology, and at the start of the New Year, it’s an opportune time to think about where we’ve been and where we’re going in the year ahead. Generally speaking, I’m not the kind of guy that spends much time looking back, but rather forward. But to do the latter you really have to embrace the former.
So how does this apply to my favorite topic, the world of event production?
First things first, the more things change, the more they stay the same.
Last year we saw rapid development in event technology. From the apps that fuel the audience experience to pixels that deliver bright robust pictures in full daylight. From 3D printing to smart drones that know how to follow the action from the sky. These technologies are all tools in our toolbox. Yet, so often we see examples in pre-production meetings where the desire for new tools preempts the establishment of a clear and concise statement of objectives and audience expectations.
It’s not to say I’m not in love with all the new goodies, I am. They can be essential to extraordinary audience engagement. But how does it fit into the story? In what ways is it adding to the conversation? Is it advancing the objective? I think that when these questions can be answered only then can I, as an event producer, confidently support the use of new and typically expensive technologies. I’m not interested in wasting client budget. Even the need for a “wow” factor needs to be influenced by the objectives. Otherwise, it’s just a gimmick.
With all the changes, what is the same? Knowing your audience, defining your objectives, forming an event strategy and recognizing that ultimately your attendees are there for the content you are serving up.
So, the next time you’re considering a holographic image of your CEO appearing from the cat walk above, transitioning into a 3D projection of the product being launched requiring Polarized glasses, please be sure to tell your event production partner “why” you’re asking for it.
If you like the idea of an event production company that puts smarts before sizzle, please drop me an email to discuss your next project at email@example.com.