Interview Summary: EI & XYZ Brand Experience

Interview: EI & XYZ Brand Experience

Victoria Pawsey, Strategic Accounts Leader & Head of Marketing, speaks to Paul Stanway, Co-Founder and Creative Director of XYZ Brand Experience about how B2B marketers can deliver a powerful event experience through virtual and hybrid formats.

What is an 'experience' in the virtual world?

Think about the DNA of an experience. It's a phenomenon, a reaction to stimuli.
To create 'experience', we transform passive listeners into active participants.
Brands who navigated the move to virtual best were more comfortable pushing the boundaries of their brand, like Nike showcasing top athletes exercising in their homes.
At a time of crisis, people wanted more humanity and kindness from their digital interactions.

How do I create experience at virtual events?

"Think about the DNA of experience...a reaction to stimuli"

How do I deliver experience equally in physical and virtual environments?

When building digital content, be conscious that many people will be viewing it at home, and will be protective of that environment.
The best b2b brands will create content which is comfortable in a domestic environment.

PHYSICAL: use the physical environment to focus on the part of your message which resonates least well over a screen.
Use souvenirs like seed packs or other giveaways to create a lasting memory of your brand.
Be aware of different levels of comfort with physical engagement. How can you make people feel safe?

VIRTUAL: Design your virtual offering at the heart of your event experience, rather than viewing it as a bolt-on.
Use the virtual environment to get useful feedback from participants on how they are responding to your brand experience.

"Design the virtual at the heart of your physical event experience, not as a bolt-on."

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