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If we take a step back and wonder at the true added value of an event, its core function, what is that today? We used to go to events to gather information, learn about new products, and get inspired. But isn't that what the internet does nowadays? If the content part is already covered, what gives your event a right to exist? Could it be more ‘soft’ values like togetherness and making meaningful connections, or have we reached the point where it’s full focus on entertainment?
As is
You don’t want to disappoint people, have them thinking “I could have found that online
So if the internet is for information gathering and events are for networking, where do we go for fun? Because people want to have fun, they want top-notch entertainment. Since the quality of online experiences is rising, the expectations for offline events are rising at the same killer pace. We might even say that consumers are becoming a bit spoiled. An event, any event, has to have some entertainment factor, some added value that can’t be found elsewhere. When we look at the big entertainers like Tomorrowland, the sky isn’t even the limit any more. The big shots bring out the big guns to create a mad and exclusive experience, to feed their community thrills. But not every event can and wants to be this spectacular. Just imagine Dimitri Vegas and Like Mike performing at the Global Dentist Fair. OK, dentists are a community, but an EDM performance with fireworks would be somewhat out of place there.
Could be
You have to accept that all stability is gone. The young ones are in the cockpit now.
When looking at new technology, we can sometimes be blinded by all its potential. In the case of the metaverse, the added value is rather obvious, though. If you can’t do it in real life, because of distance, time or money issues, you can still do it in virtual reality. However, when you’re bored, you can’t just hop on a plane to Orlando and ride some rollercoasters. You can however do that with your VR glasses on, right from the living room. The same might become true for meeting people. Wouldn’t it be a lot more pleasant to hear Simon Sinek talk in a virtual event where you can be fully present, but from the comfort of your own home?
The entertainment factor has always been a somewhat mysterious thing—not very scientific or rational. But with the rise of immersive technology, the opportunities have become immense. You can literally go where no man has gone before, or enjoy a sports game with your best buddy side-court, even though you’re thousands of miles apart. The tricky part is to do it with the necessary subtlety and storytelling. Convenience has to be high and the experience has to be worth the friction of entering a virtual world or going through an online onboarding process. But when it’s done right, it can feel just right.