Dear C&IT: B2B events should be fun too

Rasha El-Shirbini from The fresh Group says whether it's consumer or B2B, think of delegates as humans first.

Dear C&IT,  

Loved an article in your recent Autumn edition by Kurt Miller, called 'Business events need more emotion'.

I honestly couldn’t agree more, especially within the B2B sphere, it’s important to think of the delegates as humans first.

The whole point of an event is to bring humans together, so why not focus on making it a more enjoyable human experience? We make a point of asking ourselves at the start of each brief we work on, what do we want this event to 'feel' like? and this helps our creative and delivery teams keep the human experience at the heart of the project and challenge clients where this could be at risk.  

Maybe the industry needs a radical change, in a time as Kurt describes as a "data-driven" marketing performance focus, maybe we should just find new ways to keep the human at the heart.

Don't worry, we can start small. Take the word ‘networking’ for example, it sounds like something a computer engineer does under your desk, not an experience.

It’s something people expect and need at a business event, but may also detest it. And this is because many events don’t invest in making this part of the event experience more enjoyable and valuable. 

I say we change that, let’s burn the word ‘networking’ from our briefs and call it what it is, a human experience, ‘Socialising’.

Who's with me?

Rasha El-Shirbini,

Head of strategy, The fresh Group.

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