The pros of all the cons

As brands search for more mays to deepen relationships and engagement with fans, there has been a clear rise in convention launches. And who can blame them? The staggering number of attendees these events can offer opens new touchpoints and ways to engage. Yet, some stand out as an event that defies convention itself.

We work with a globally renowned publisher, and the key differentator is that, unlike many other conventions that struggle to find the appropriate balance between content and brand activations, they seamlessly blend the two. It's an immersive brand experience where content and brand activations are woven together, creating an engaging and integrated event for attendees.

In 2022, the content was strategically staged to cater to affinity groups, ensuring that attendees could immerse themselves in the specific aspects of the event that resonated with them. It was an ambitious strategy designed to foster deeper engagement and connection among attendees.

To further understand how to enhance the attendee experience, the event's organisers turned to Meshh. Our technology allowed them to measure attendee movements, dwell times, footfall, and engagement levels passively and anonymously. This data has proven to be invaluable in optimising the placement of content and immersive activities, providing insights beyond the immediate vicinity of individual activations, and delivering a comprehensive understanding of how attendees interacted with not only the entire event space but the appearances, the signings, the panels, the talks and even the impromptu walkabouts by the stars.

Successfully integrating content and activations was more than just a one-time feat. Their forward-thinking approach to utilising spatial analytics repeatedly, year-on-year, has allowed them to create a rolling basis strategy, evolving with each event iteration and adapting to different venues.?

The 2022 edition was a testament to how this approach can revolutionise attendee experiences. By catering to various 'tribes' within the event, the rights owner leveraged the knowledge provided by spatial analytics to cater to attendees' preferences and interests in discreet areas. Additionally, the overlap between brand activations and stage programming created a seamless appearance, breaking down the distinction between content and commercial.

The success story underscores spatial analytics' insight into shaping conventions' future. A benchmark for immersive, engaging, and integrated events has been set by aligning content and immersive brand experiences through strategic spatial insights. As the event returns to Las Vegas in November, the stage is set for yet another exhilarating chapter in the evolution of a fan engagement strategy. And once again, we will be there to measure the effectiveness of the convention.

For any organiser starting to plan your next convention, here are three crucial factors you should consider, measure, and understand.?

1. First and foremost, it's vital to comprehend the dynamic between content and brand partnerships. This understanding enables organisers to create an experience that aligns with visitor expectations and sponsors' requirements.?
2. Second, optimising queuing, a common aspect of conventions, can turn stagnant moments into opportunities for engagement.?
3. Finally, event organisers can tailor their offerings to provide fresh and exciting experiences by identifying visitor cohorts open to exploring new content.

If you want to know more about moving past first-person data to open up some valuable insights into attendee movement, we would love to open up a conversation - +44 (0) 204 525 4218.