Google IRL (in real life)

Google IRL (in real life)

Google IRL (in real life)

News surfaced this week that Google is “poised for retail launch.”

Why? Google offers every service under the sun, and their reputation precedes them. If consumers can do everything online, why would they venture into a store? Well, reports claim that Google believes customers will be more likely to purchase Android devices if they have a “hands on experience.”

This news of retail expansion emphasizes the value of face-to-face interactions. IRL (in real life) is powerful (but less creepy than GMale), and even the omniscient Google recognizes this. While the internet can provide endless tools and services to enhance one’s life, nothing can replace the persuasive potential of a real-life interaction.

While this would be Google’s first venture into retail, it is not their first venture into creating spaces for human interaction. The Google HQ office is heralded for its dynamic and unique office amenities – as meeting and event professionals, let’s take inspiration from the strategies that Google uses to motivate their employees and encourage in-office productivity.

1. Be Unique

Offer an experience that your attendees cannot find anywhere else. Anyone can offer free food (which Google does do), but only Google has a conference bike. Productivity has never been so fun.

2. Go Big or Go Home

Create an immersive experience for your attendees. If the event has a theme, incorporate that theme into every aspect of your event – from the napkin rings to the bathroom. At Google, even the Ball Pit features the colors of the logo.

3. Listen 

Pay attention to your attendees and give them something that they want. Will your meeting attendees appreciate Japanese Toto Toliets? Probably not, but Google employees do. Will your meeting attendees appreciate an event app? Perhaps. Take a survey, or just simply listen, to ensure that you are adding value to improve the attendee experience.

Lesson: The personal is powerful. Utilize unique, immersive, and relevant strategies to create the best possible IRL experience for your attendees.

Do you agree or disagree? Leave comments to let us know what you think.

Cadence, Inc. is a full-service meeting planning and event production company in Chicago, Ill. For more unexpected perspectives from the event industry, follow @Cadence_Live on Twitter, connect on Facebook, find us on LinkedIn, or visit our website.

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The (brand) Love Connection

3 Tips for Engaging VIP Brand Influencers

3 Tips for Engaging VIP Influencers

The (brand) Love Connection

From vacuums to whiskey, brands are inviting influencers to exclusive event experiences as part of their marketing strategy. It’s not a new concept, but the idea appears to be getting more and more attention from industry magazines and news articles. These influencer events are not the typical event for a meeting planner, throw out the standard ballroom and replace centerpieces with projected tabletops.

1. Create Small Groups

No one gets lost in the crowd, because there isn’t a crowd. Invite only as many guests as you can pay attention to, and let them know that they are special. Have the product available for guests to see if they express interest, but make it clear that no interaction with the product is expected. The event is meant to entertain and treat the invited guest to a memorable experience.

2. Choose Exclusive Venues (that encourage interaction)

Host your event at a VIP venue that generates intrigue and excitement based on location. Executives have seen countless hotel ballrooms and standard conference rooms, so pick something new and unexpected that sets an exciting tone for the event. But, don’t forget that interaction and mingling still play a key role – what’s the point of an exclusive customer event if you’re all sitting in a dark theater? The goal is relationship building, make sure that you have enough time and space to accomplish this.

3. Understand Your Audience

Chances are that your guests are invited to exclusive events quite frequently. If so, your event must offer something that the others do not – not just a steak, but a waygu steak. Not just Irish whiskey, but a small batch of single malt. Not just a speaker, but a renowned industry guru. Show you guests that you understand them and offer something that they cannot get anywhere else. The event is all about the attendee experience – what will it take for them to think and feel enthusiastically about your brand and your message?

Do you agree or disagree? Leave comments to let us know what you think.

Cadence, Inc. is a full-service meeting planning and event production company in Chicago, Ill. For more unexpected perspectives from the event industry, follow @Cadence_Live on Twitter, connect on Facebook, find us on LinkedIn, or visit our website.

Disaster Recovery Tweets – Get Ready and Win Big

Oreo Wins Big with Spontaneous Live Content

Oreo Wins Big with Spontaneous Live Content

For $3.8 million, brands reach over 111 million eyeballs for 30 seconds.

For $0, Oreo increased their Twitter following by 8,000, was retweeted almost 15,000 times, gained 20,000 likes on Facebook, gained 34,000 followers on Instagram, and was featured in countless articles on Forbes, Inc., Adweek, etc.

For all the painstaking planning and preparing that a team can do, sometimes the most “viral” and valuable content is unplanned.

Other elements (note: cleverness, relevance, reputation) come into play, but reactions suggest that Oreo’s spur of the moment decision to poke fun at the Super Bowl power outage in a brand-congruent way is the real winner of last night’s Ad Bowl.

Live content can be planned and budgeted, but spontaneous content is priceless. Audiences can recognize the difference between pre-planned and spontaneous content, and while spontaneity is risky, it offers a glimmer of authenticity and personality that is impossible to plan for.  With the right tools (ie: Oreo execs in the brand monitoring room ready to give approval), brands can be ready to deploy if and when the occasion arises.

Lesson: Plan ahead for the unplanned. There’s something much more impressive and “connecting” about an instantaneous tweet that resonates immediately with the audience. Oreo saw its chance and took it.

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Do you agree or disagree? Leave comments to let us know what you think.

Cadence, Inc. is a full-service meeting planning and event production company in Chicago, Ill. For more unexpected perspectives from the event industry, follow @Cadence_Live on Twitter, connect on Facebook, or visit the website.