The Future of Event Audiences and the Shift to B2Me℠

Demographics are important; they present useful data, but they are only part of the audience insights equation. Events are about connections, and making connections has to be about more than statistics and arbitrary classifications.

As part of the event planning discovery phase, audience exploration is crucial. As the audience expectations shift, we can no longer depend exclusively on demographic or industry sectorization. It’s tempting to work on the assumption that a B2C event will be fundamentally different from a B2B one, but this assumption ignores the outcry for personalization. B2Me℠ is less about the B or the C, but about the individual, a way to connect on an interpersonal level that speaks directly to the unique experiences of each participant.

There is a set of profound realizations about what it is that all event audiences have in common. In our view, and running across all audiences, there are key shared needs that drive our ideas and design approach.

Human Connection – Nobody today, in any audience sector or from any demographic, will accept low standards and poor communication. Each event must create, and then fully leverage, opportunities for human connection. Audience engagement is not a solid block to be addressed. It is a dynamic and fundamental aspect of each event, with powerful potential to strengthen and leverage connections at individual levels, as well as on larger community levels.

Immediacy – There is nothing like first-hand experience, the feeling of really being there. The virtual and in-person experiences are not 1:1 comparisons and the perspectives of each audience need to be evaluated and considered as part of the design approach. Designing with both audiences in mind is imperative so all participants feel invested in the experience. Events need to engage viscerally. There must be sensory appeal to cut through the noise and create a unique space and moment in time.

Authenticity – The backbone of every event is the theme. Informed by the client’s core messaging, brand, and objectives, the event’s central design needs to serve the community in attendance. This is crucial. Every brand, in every context – from micro-brewery to global corporation – has an invested community. Authenticity is imperative to overall audience satisfaction and community loyalty. If you don’t believe it, the audience won’t either.

We can no longer solely delineate audiences by segmented B2B and B2C demographics, to reach them we need to recognize and design for their unique perspectives. The B2Me℠ approach ignites a level of extreme personalization that recognizes their value as engaged individuals. Whether connecting virtually or in-person, the overwhelming need for sensory and emotional engagement apply. Fall below the bar of meaningful connection, creative messaging, or delivery standards, and the result will be an instant fall off in engagement. Designing with the audiences’ differentiated perspectives in mind will drive community growth, elevate the event experience, and deliver the event objectives as inspiring takeaways with longevity.