Luke Nathans is the managing director of iris Experience, Asia Pacific.

Think back to your last brainstorming session, event, conference or workshop – what did you call your customers – clients? Delegates? How about just thinking of them as friends. To provide brand experiences that resonate at corporate events, you need to know your audience intimately, just like you know your friends.

You don’t only need to know who they are and where they work, but also their lifestyle and behaviours. This allows you to tailor an experience that appeals to them in the right way.

At iris, we recently undertook proprietary research on the role of experience in a person’s life and it was found that experiences are crucial to the development of a person’s identity and their relationship with the world at large. We found that experiences play a role in both emotional and rational gratification and that the most rewarding experiences offered a mix of both. It seems strange to worry about the emotional rewards of a delegate, doesn’t it? But it’s only natural to want what’s best for your friends.

Friends talk to each other, not at each other. In the new world of connectivity, starting a conversation is crucial to a deeper engagement.
Events that provide real opportunities for people to get involved, to take the brand messages and make them their own, to play, laugh and have fun with – these are the experiences we remember.

Finally, friends treat each other with respect. No one wants to be friends with someone who forgets to pick you up, calls you every night during dinner, can’t spell your name or answers the phone with a machine. You get the picture.
www.irisnation.com