TECHNOLOGY – LIVE EVENTS – PCMA COLUMN
MEMBERS’ EVENT NEWS
SEVEN THINGS THAT CAN ONLY HAPPEN AT A LIVE EVENT Author: Don Neal, founder and CEO of 360 Live Media
We live in a time when most of our content and connections
1. Solutions are best generated in person
come to us virtually, and technology will continue to make
2. A place to see and be seen
this virtual environment even more immersive. There will be
3. The power of radical serendipity
very little visible space between ‘live’” and ’virtual’ and the
4. The power of place
expectations for experience and delivery will be higher than
5. Feeling is believing
ever. If you think we’ve undergone enormous changes in the
6. Convening is empowering
events industry over the past five years, that’s just a small
7. Live media is the original social media
preview for what’s next.
It’s important that we think about ways that live events can be the most powerful form of media. Here are just seven:
1. Solutions are best generated in person
5. Feeling is believing
We work best when face-to-face because we can share energy
Live events allow us to touch, taste, use, and test products and
and encouragement through non-verbal communication.
services under one roof. Sensory comparison shopping is one reason live conferences and trade shows haven’t been kicked
2. A place to see and be seen
to the curb.
Advancing our career, connecting with the right people
6. Convening is empowering
and having our organisation be seen as a leader are best accomplished at a live event. There is power in looking
We all need to renew, restore, and remember why we
someone in the eye and shaking their hand, and it is a
dowhat we do. This happens best when we are in the
connection that cannot be formed the same way over email.
company of those who share our passion.
3. The power of radical serendipity
7. Live media is the original social media
A chance meeting in the coffee line leads to a new idea. A
To read and respond to body language, make eye contact,
shuttle bus conversation reminds you why you are passionate
walk with someone — these can only be experienced in
about your work. These are not things that happen when we
person. Live events build empathy, they remind us to see
are isolated in separate environments.
people as people, and in turn remind us of our own humanity. This is the most powerful form of connection. This is our best
4. The power of place
chance to make an impact that will help improve the world.
Experiencing a new place in new ways is an amazing antidote for how we perceive opportunities and challenges. Our creativity thrives in novel situations. Travelling somewhere new puts our brains in a better place to think.
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| March 2020
This article ran in Convene
