Date:  21/05/2020

The Power Of Moments

This year started with a bang as we kicked off 2020 with two very successful global conferences. Both clients appreciated our ability to listen, implement strategies, interpret and deliver complex communications briefs – whereby we produced and offered unique and memorable live brand experiences. Fast forward a couple of months, and we are living in a world with no live events.

Given the current climate, the question I hear the most from clients looking to drive revenue and increase customer and staff engagement is: “how do you harness the effects, impact and connectivity of live face to face engagement into digital interaction?”

To start, we have to ask ourselves why is it that companies hold events?

  1. To show love: Companies invite people to their events to host them as their guests; this is a way of showing their clients, consumers and staff that they value them and want to have a relationship with them.
  2. To spread joy: Companies are very excited when they are just about to release a new product, launch a new division or honour and recognise outstanding performance.
  3. To recognise a moment in time: The company’s objective is to stay in front and centre in your mind! To associate itself with you in a positive way.

The big question that follows this is: “can this be done (and successfully achieved) virtually?” Yes, of course it can but first we need to understand what all three reasons listed above have in common?

Just one word… Engagement!

The critical factor in any successful event – live or digitally, internal or external – is engagement. If people connect and resonate with the message, content and context, then they will not only remember the event (and by definition the invitee and its products), but they will also talk about it. As a result of that, your strategy is the key to a successful and engaging event – regardless of the format.

I’m halfway through reading Chip and Dan Heath’s ‘The Power of Moments’, and to borrow from it:

What if a teacher could design a lesson that students would remember twenty years later? What if a manager knew how to create an experience that would delight customers? What if you had a better sense of how to create memories that matter for your children?'”

If you think back, you have memories that are so powerful that you will always remember them – but why? Why do certain experiences have an extraordinary impact? Are they personal or professional? How many are linked to events you have been to or milestones in your life? How many, on reflection, are simple things that on the surface shouldn’t be a big deal – but you remember them?

So why is it that you remember them? Because they connected with you, they engaged you and they created or delivered on at least one (if not all) of the following touch-points: ELEVATION | INSIGHT | PRIDE | CONNECTION.

Ultimately whatever the mechanism for delivery – digital or live – communicators need to focus on the core message and ensure that it achieves a touchpoint, making it engaging to a broader audience and thus something memorable that lives on. We need to be able to look at marketing plans in the future and focus on the 4 P’s: Prioritise | Plan | Produce | Publish.

According to the Gartner 2019 Agenda Poll, employee change fatigue and audience information overload continue to be top challenges among communications leaders internally and externally and the COVID-19 crisis is likely only to exacerbate this – Zoom overload anyone? As such employee engagement, content strategy and digital comms are the items that will be top of the list for communications leaders going forward. How they turn these communications into experiences that have an extraordinary impact on people will be the key differentiator .

Get in touch with us today to find out how we can create engaging, memorable content and experiences, either digital or live for your clients or internal teams!