Marketing / 08.31.22

How Ever-Evolving Fan Experiences Are Paving the Way to a New Event Industry

Access Staff

Forbes (08/25/22) Jeffries, Courtney

As live events return in force, fans' expectations and demands for in-person experiences have evolved, creating new channels for venue operators to connect with fans. A key factor for success is ensuring that the audience remains central to the experience by maintaining relevance and fulfilling fan needs rather than promoting a brand. Promoters and venue operators should perform external research to better understand fan preferences, as well as engage audiences in new, innovative experiences during the event. Such interactive experiences make fans feel more connected to the event and/or brand, and examples include immersive stations with QR codes and social media links, and event-curated hashtags and social media accounts. "Wow factor" moments can be provided via tiered upgrade opportunities, talent access incentivization, celebrity and influencer endorsements and new technology, nonfungible tokens and event swag. Events should always lead fans through a seamless and consistent format that keeps idle time to a minimum.

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Tags: Marketing