Preparing for the Return of Live Experiences

Hoping For the Best (& Planning for the Worst)

As we head into spring and summer, many brands are busy preparing for a resurgence in live experiential marketing. News of live events returning continues to grow (i.e. CNE, TIFF, Osheaga), and demand & optimism are on the rise! The key to a successful live experience in 2022 will be to strike a balance between this optimism and some remaining uncertainty.

To maximize your event and mitigate stress, try implementing the following key principles:

PLAN FOR VARIOUS ATTENDEE COMFORT LEVELS:

By designing experiences that are mindful of pandemic related hesitancies, you are providing attendees the opportunity to engage based on individual comfort levels without sacrificing key components of the experience. This includes integrating tactics like self-guided AR experiences, digital prizing, and signage with QR codes.

MANAGING RISK WITH BACKUP PLANS:

Expecting the unexpected has become status-quo. To get ahead of the unknown, we’re simultaneously scenario planning so we can switch lanes at a moment’s notice. This mitigates unnecessary stress and gives us the ability to evaluate multiple options simultaneously. While it looks promising that we’ll have a summer filled with live events and festivals, we’d be remiss not to assess other locations where planners have more control (once burned, twice shy…)!

THE EARLY BIRD GETS THE WORM:

After live events took a hiatus (and a battering) the past two years, the earlier you are able to commit to these events and work with their organizers the better for all – your clients included. There is appetite and flexibility to work together to develop great onsite presence; but that’s incredibly challenging with short notice. The earlier we finalize our plans, the better these events will be, which then sets us all up for a successful return to live.

Not sure where to start? Contact Proof Experiences to help you strategically plan your next live experiential event in 2022

Madison Holton is a Group Director with Proof Experiences.

|March 1, 2022

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