Back in my early days as an industry analyst, one of my first client events was, in essence, a field trip to Portsmouth, New Hampshire, to take a tour of C.S. Longlines (which AT&T’s analyst relations [AR] team arranged). It was the ship from which tens of thousands of fiber optic cable was laid. I was barely over the US legal drinking age and just learning what bandwidth even meant. So as you can imagine at first, I had some serious doubts about how interesting this would be. It was actually fascinating. And that’s something I can say about only a few of the hundreds of events that I’ve attended since.
I was reminded of this trip after editing Laura Ramos’ newest report “Increase The Payoff For B2B Events With Digital Immersion” because the digital best practices that she writes about surprisingly parallel the most memorable attributes of my Longlines visit:
- I was engaged before I even started. I knew enough about what we were going to see, and it piqued my interest.
- It was immersive. We were on a big ship in a harbor — enough said.
- My experience was customized. There was no predefined path throughout the ship. We toured what we wanted to see versus what AT&T’s AR team wanted to show us (though I am sure that the team eventually showed us all of it)