Begg spoke on a panel, alongside brands including BMW and Benefit Cosmetics, at Event360, which is taking place today (23 June) at the Camden Roundhouse, London. The panel revealed that poor service and lack of attention to detail are the top frustrations when working with venues, while highlighting that collaboration is key to success.
Where do you get your inspiration?
My biggest recommendation is that there is no limit to where you can find it. I work in the financial industry but that’s not necessarily where we get our ideas from. You get your ideas from everything. It's about constantly trying to move things forward and ask yourself: ‘Would I want to attend that event, and would I find it memorable?’ If you say 'yes' to those questions then you’re probably on the right path.
What can you do to bring an event to life?
Often it’s the small ideas that change things. At Event 360 today, we had a Q&A session, which, these days, is part of every event. How did Haymarket make it different? They gave a prize to the person who posed the most controversial questions. Those slight changes can make a big difference on the day.
More from Event 360:
What is the most effective way to collaborate with agencies and suppliers?
Sharing what we’re about is key and being able to do this as part of a relationship that is very face-to-face makes it easy. Some brands are quite dry and some are very sexy, but it doesn’t necessarily reflect what we’re trying to do with an event.
Is there any new event technology out there today that excites you?
I love Traces. It’s used quite a bit at American music festivals. Basically, it’s a pin that is dropped at a location and delegates go off and try to find it with their phone and with help from GPS arrows sending them in the right directions. As users hover over the bubble they receive the content the organisers want to give them. At a music festival, this could be information on a secret Prince gig and if you’ve found the bubble then you know where that’s happening. It’s like a treasure hunt and you get something cool and the user has gone through an experience to get it. I really want to use it in one of our events.
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