GHC Live – April 2023

Engaging Audiences and Creating Impact  The world of events is changing massively and getting your audiences to attend is always an issue. Join us for an insightful discussion on event audience engagement in today’s competitive and noisy market. With numerous marketing channels and distractions, it can be challenging to stand out and capture the attention of your target audience.

Our experts will delve into this topic and provide valuable insights on how to understand your event target audience, deliver consistent and relevant content, and utilize data and analytics to optimize your event strategies. Through this discussion, you will learn how to differentiate yourself from the competition and build a lasting relationship with your event audience.
Big thank you to Headline supporter Brands at Work supporting and Cvent and Andaz Hotel as co-hosts of this event!

9.45-10.00 Coffee and Registration.

10.00 – 10.30 Is Event Brand Experience more important than The Event Content?
Panel discussion –
Daisy Alice Ausden, Senior Experiential Producer, The LEGO Group
Karen Carter, Enterprise Director Cvent
Karen Kadin, Founder, Brands at Work
Sarah Miles, Director Internal Communications Europe, Middle East, Africa, India and Asia, EY

Here we have a content guru and a brand experience guru who will discuss whether brand experience and content go hand in hand. Or because there is now so much online content, the onsite experience will be the lure to getting audiences to attend  Both are equally important in creating an impactful event that resonates with attendees.  Content is undoubtedly essential. Attendees come to events to learn, be inspired, and gain new insights. But, without an engaging brand experience, even the most compelling content may fall flat. The brand experience is the context in which content is delivered, and it sets the tone for how attendees perceive the content.

10.30      Group discussion to explore brand experience vs event content

11.00      Connecting Global Brands with Their Audiences –
Hugo Dawson, Creative Strategy Director, Brands at Work
Engaging audiences is really hard. Different objectives, audience types, contexts, channels – thrown into a pot, what often emerges is a nebulous blob of muddled messages, podium parades, forgettable media, and death by PowerPoint. This session discovers how to connect brands to their audiences in ways that are strategically aligned, creatively disruptive, and which genuinely shift the needle – across multi-channel comms, events, and learning & development programmes.  It starts with a clean sheet of paper, putting message before medium, and always challenging the rules.

11.20      Group discussion to explore Hugo’s topic

12.00-13.00     Early lunch and catching up