By Louis Moorcraft, Senior Client Solutionist at Freeman
It’s a known fact – as with any form of marketing – that events are most effective when we create and deliver them with a particular audience/s in mind. This isn’t always black and white, though, as some of us may identify with a number of segments.
Take the e-literate: an individual who fits into this group is always online. They embrace tech, yettranscend traditional demographics. Yes, many of them are born mobile and could be classified as social media loving Gen Z’s, however a 60-year old baby boomer that lives on their tablet could be considered an e-literate, too. Aside from tech, their common interest lies in enjoying and sharing live, face-to-face experiences. Events are popular with e-literates because the group can make meaning of them in their own unique way. In essence, the platform allows them to become the maker and creator of their own experiences.
Creating experiences that appeal
E-literates tend to avoid the mainstream and instead seek out those niche, left of middle offerings. They prefer events which aren’t solely about a particular brand or company, yet don’t mind if these businesses are involved in less ostentatious ways. If they invite them to get involved in the conversation, by, say, creating a VR experience or offering free glitter makeovers to revelers at a music festival, chances are e-literates will welcome that brand or company into their world.
The annual Notting Hill Carnival is a great example of this – the atmosphere is electric as people from all walks of life come together to celebrate London’s cultural diversity. The beauty of the event lies in its ability to provide festivalgoers with the chance to create their own stories. They can choose to follow the official route alongside everyone else, or break out and get involved in the different mini-festivals and celebrations that take place along the way.
Maintaining relevance in the B2B world
Consumer events aren’t necessarily the only ones that resonate with e-literates – trade shows, conferences and other B2B events can have a similar effect. First and foremost, technology integration is key, however this doesn’t need to equate with extra expense. Platforms like Snapchat are both easy to incorporate and affordable – users can capture an experience at the press of a button and send it out to their peers, and Instagram is widely embraced by people of all different ages these days too. The main thing here is ensuring they are easily accessible, and we can encourage their use by creating things like customised Snapchat Filters or Lenses.
I saw a great application of tech at a B2B event recently. As attendees went through registration, they received a lanyard that stored the personal details they had provided. This eliminates the need for people to carry their business cards around – and lets face it, risk having the person they gave it to losing it anyway – guests could simply touch their lanyards to instantly share their details. E-literates tend to be socially minded people, so from business cards to registration forms and brochures, it’s important we look to take everything online. Not only do they perceive this as more user-friendly, the sustainability piece is important to them too.
The e-literate generation is an important one for our industry to embrace, because they too see the value in face-to-face interaction and thrive in a live environment. We must therefore strive to design our experiences with the group in mind, by incorporating tech, ensuring the brands involved play a relevant, productive role and importantly – constantly evolving and keeping it fresh – this audience is always on the look out for the next big thing.
About the Author:
Louis joined Freeman as an Office Administrator in 2012, initially working closely with our London based Client Solutionist team. having spent considerable time observing their work, bot on-site and in the office, he knew there was only one thing he desired. After expressing a keen interest, he put in a request to support CS, eager to garner some vital experience. Two years later, Louis was promoted to Assistant Client Solutionist.