Lessons for corporate events from retail and sport

Remember when shops were just about buying stuff? Those days are long gone. Today’s successful retailers have transformed their stores into captivating experiential centres, where customers interact with brands in exciting and meaningful ways. They’ve learned that it’s not just about the product, but about the entire experience.

Sporting events are absolute pros at creating captivating experiences that trigger strong emotional responses. Taking inspiration from this approach, many high street brands have embraced similar techniques to create seamless omnichannel experiences. So it’s intriguing to see that most business events seem to lack comparable levels of excitement and immersion. Can business events learn from retail and sport?

⚡ Choreograph the customer journey: Stores are a carefully planned maze. It’s no accident that the things you really want, the high-demand items, are placed at the back. Use the same approach in business events and create a clear path using touchscreens, LED floors and live demos that all give people reason to pause and absorb. 

⚡  Engage across multiple channels: Retailers use social media to create buzz and anticipation before, during, and after a customer’s visit. We can do the same, building excitement for our events and keeping the conversation going long after the final curtain call.

The lines between physical and live events are blurring. Sporting events have become retail destinations, and business events are incorporating elements of entertainment and leisure. This convergence presents exciting opportunities for us to create truly unique and memorable experiences.

⚡ Think beyond the keynote: Incorporate interactive elements, workshops, breakout sessions, and networking opportunities to keep attendees engaged.

⚡  Create a narrative: Tell a compelling story that resonates with your audience and helps them understand and share your messages.

⚡  Leverage technology: Use event apps, live polling, and social media walls to foster real-time interaction and amplify the reach of your event.

⚡  Measure and optimise: Track attendance, engagement, and attendee feedback to make data-driven decisions for future events.