WHY TO BE OPTIMISTIC ABOUT THE LIVE EVENTS INDUSTRY

In this episode, we’re talking with Jessica Heasley, Group Editor and Publisher of Event Marketer about the future of the live events industry. This conversation was a fresh breeze of optimism, like drinking a tall cool glass of lemonade while driving with the top down, and enjoying a sunset. 

You can read the transcript below or listen to Episode 3 on the episode page, Apple Podcasts, Spotify, Google Podcasts or wherever you get your podcasts.

EPISODE 3 TRANSCRIPT

JEREMY: Alright, so I am here with Jessica Heasley, the Group Editor and Publisher of Event Marketer. You're just coming off EMS recently, right? That's the Experiential Marketing Summit. How'd it go? Must've been a different and crazy kind of year.

JESSICA: Exactly, different and crazy for sure. We were so thrilled that people came out for the event. I think, like many in the industry, we were on a certain trajectory later in the summer, and then the Delta variant popped up and gave us all a little bit of pause and made us wonder what events needed to look like in the fall. We made the decision to move forward and we're so glad we did. There are a lot of peer-to-peer conversations about sharing what worked, what didn't, and what those hard lessons learned and hard won lessons learned were this past year.

I was just really happy to see that spirit still existed at the show. Certainly, this is a competitive industry. Everyone is competing with one another, but there is a sense that if one of us or one of you does well, it elevates the industry as a whole.

An interesting takeaway: 60% of our attendees this year were net new to EMS, which was really encouraging because there are many new faces interested in experiential; a lot of new people coming to learn about the discipline of event marketing, which was great.

JEREMY: So, 60% of people were new? That strikes me as incredible! What was it about last year that made people think, “You know what I want to do is get in the live event producing industry?”

JESSICA: It's a good question because you would think, at face value, that this is an industry that looks like a very difficult place to be right now, but I do think it speaks to the optimism. There is an anticipation of a comeback. We know we're on the precipice of it. We're really hopeful that we're going to get there, and to me, it feels like there's that interest in being part of something that's going to be really huge when it does eventually get back on track.

JEREMY: Yeah, that's amazing. I love that optimism. I loved your point about collaboration despite the competition, and I'm just curious if you have any specific examples of that?

JESSICA: I think there were a lot of those pivots into "Gosh, well, we've got a fabrication capability and we can make this thing for the community that the community needs, but it means we need to partner with this agency that might, typically, be a competitor in our local market."

I think there was just a lot of that, like, “Hey, let's just hold hands and get through this together, and let's not worry about the lanes we're in. Let's not define ourselves by those limitations we might've put on ourselves previously and let's just do it together.

JEREMY: Yeah, that makes a lot of sense. There's that expression about a crisis being a terrible opportunity to waste.

BETHANY: This is behind the scenes Bethany, breaking in with the fact check. The expression, “A crisis is a terrible thing to waste,” was first said by economist Paul Romer in 2004, in reference to the rapidly rising education levels outside the U.S.

JEREMY: It feels like that happened to some extent that the crisis is actually going to make people collaborate more. That will be because we had to, perhaps and that's going to carry forward and be a really good thing for the industry, overall.

What else do you see in terms of trends coming? I mean, that's what everybody's wondering, right? Post-COVID, what does the landscape look like?

JESSICA: I think we've talked about this idea of the Great Rethink. The Great Rethink is part of the Great Exodus, in some sense, where everybody's taking a pause, everyone's reflecting on themselves, reflecting on their careers, and their jobs. A lot of organizations and this industry are taking that same opportunity to pause, reflect, and rethink. All of that reevaluation, I think, is creating tighter, smarter portfolios. It's creating an opportunity to make smarter decisions, more strategically sound decisions, and more ROI-focused decisions.

JEREMY: It's interesting. We had Mark Shearon on the podcast a while back and he said something similar in terms of that pause. Normally, we're on the treadmill and these events are on that treadmill where every year you have to produce. You never have that opportunity to just think about it and stop for a second and say, “Are we doing this because we've always done this or are we doing this because this is the best idea?”

This really gives everybody that opportunity to rethink things that you would just never think about in the normal course of events. We may come out of it stronger for that.

What about Event Marketer and EMS? What changes do you see coming up in the next few years for you?

JESSICA: I think everybody's talking about the idea of the roaring twenties. I don't think we're there yet, of course, but we know that desire and that yearning for people to gather together again is what we're on the precipice of and being able to actually bring that to life. This is a surprisingly small community and that's a great thing.

I think we want to just continue to create an environment where those who've been doing it for a long time have the opportunity to share this discipline and teach those that are interested. Also, to continue to be a place where people can share ideas, so we know that EMS will be a place where people will look for jobs and partners. Then of course, the opportunity to bring all of our sponsors, exhibitors, and partners to one place; where you can see what's new, you can see the emerging technology that might solve some of those pain points that came out of the past year.

What we did here at the show is show it's a different environment out there. The tools and the technologies that you needed a year or two ago are just not even the same now. There's a need for something new. We want to be a place where you can find out what those things are.

JEREMY: As this industry continues to evolve post-pandemic, I think everybody at first thought - ok, well not at first - at a certain point people thought, “This is terrible, but it's going to go away and then we're going to get back to, not exactly the way things were, but more or less the way things were."

I think now people are starting to get used to it like, “Okay, COVID maybe isn't going to be as bad as it was, but it's not necessarily going away quite so quickly. We're going to have to live with it, at least for a little while.” How does that change the industry?

JESSICA: I think a piece of it is that this industry is going to come out of it stronger as it did after the recession. The recession of 2009 was a financial downturn that impacted the industry in one way. Now we're dealing with a health and safety necessity that kind of forced us into a different kind of thing.

If you look at the kind of the sheer inventiveness and the creativity of what came out of both of those experiences, that should give us all reason to feel really optimistic that this new normal will still be great but in a very different way. I think the great outcome of the recession of 2009 for the event industry was that there was a need to prove its value to those that felt like it was extraneous. It was the first thing to get cut out of the budget, and I think that travel…all of that…was on the chopping block.

Event marketers really rose to that challenge and did a good job of getting really serious about ROI. Now, flash forward years later, we have a very strong ROI practice threading through all of the events in the industry…most of the events in the industry.

Now, I think with this health and safety necessity, the new normal is going to be looking at the creative implementation of what those brand experiences look like. Hybrid is certainly a part of that conversation. Hybrid has been with us since 2009 for the very same reasons - it was the only option with everybody stuck at home. In the wake of that, post-recession, a lot of companies were better poised to just pivot right into that virtually. There were a lot of brands that were ready for that. They were already doing hybrid. They were already offering the streaming experience while the live experience was happening at the same time.

JEREMY: What are some examples of that? Either events or brands who had been doing it right that we're well positioned for this, or ones who have pivoted that are now adapted to the new reality and you think have a model that really works?

JESSICA: I think Oracle and Open World have been doing it for a long time. Cisco has been doing it for a long time, as well. I remember an interview we did years ago, I can't remember actually if it was Oracle or Cisco, but one of the main concerns that came out of this post-recession period was if we offer this streaming option or if we offer this virtual option, we're going to cannibalize the live event and nobody's going to come.

The feedback, overwhelmingly, that we heard when we spoke to the B2B event producers of that time was actually just the opposite. The reach was so great into corners of the market that they never would have reached otherwise and the attendees that they never would have been able to lure to a live event. It actually just created a completely different revenue channel and awareness channel, and contributed to the funnel through just another side door that hadn't existed before.

On the B2C side, a really great example from this past year was a program we really loved was FX’s engagement for Comic-Con. Typically, they would have shown up in full force at a Comic-Con. It would have been a big splashy activation, but they had to move to a website. Rather than the navigation bar, the buckets, watch this, and kind of that linear structure, they created this virtual sculpture. As you hovered over it, it had different sounds and gave you an entry portal into deeply immersive franchises within the FX family. As you spent a little time on this site, you could hear the sounds of San Diego Harbor which is what you would hear if you were at Comic-Con in San Diego.

Of course, they raised the bar. This might be the most transformative time in terms of attendee expectations in the industry, because within the past 18 months, the bar has gone from low to high. Now that we know all these cool things can be accomplished, I think the expectations are very high.

JEREMY: Yeah, absolutely. What you described was very cool. At Proscenium we did something similar for Qualcomm, where they have an event that they usually do in Hawaii that had to be virtual. We created this virtual environment. We had drones in Hawaii to capture footage so that we could really make it look and feel - even though you're watching on a computer - you have that sense, that Hawaiian sense and feel to it. That was really nice.

What is some advice you would give? I loved what you said that suddenly you have a new reach, potentially. If you are the brand or event that does have an annual event but doesn't know how to capitalize on that. What are some tips you would give someone? "Think about this", "Try this", "Do this and you might actually find you'll get a much bigger audience."

JESSICA: One of the biggest takeaways that came up a lot at EMS from this past year is the virtual or the digital experience is not the live experience in any way, shape, or form. Anybody that attempted to pick up their live event and drop it into a virtual platform was sorely disappointed when that didn't work out.

They also discovered that not only is it not as engaging and the format became tired very quickly after the excitement of "we've got something, that feels good to have something. We did it." Then you get into the fact that attendee and consumer expectations are changing at a speed that's even faster than you can keep up with what they're trying to do. But then you also discover that your team is not necessarily well-versed in those things. I mean, not everybody has the talent pool to execute on the digital and virtual the way that they would want to.

It’s a different mindset. It's a different set of strategies. It's a different way of engaging with the brand. The number one tip - I'm just channeling from all of the interviews and experts that I've listened to and spoken to over the past year and a half - is that it's a different animal. To start with that live event, you almost want to have an entirely different strategic structure, different strategic approach, a different methodology, or maybe even a different philosophy about how you're going to approach what this virtual or digital experience looks like.

Is it a companion experience? Is it an attempt to bring people at home into the live experience? If that's the case, what do they get that the live attendees don't get? What makes the at-home experience special and different? How can they feel like they're actually participating? Or is it something completely different entirely?

JEREMY: Yeah, I love that. I completely agree. I think the idea that the virtual side of your event is different than the live side of your event. You just have to treat them differently. I would go even further and say this year's event, whether it is live or virtual, is not the same as last year's event.

You shouldn't try to just copy it or have so-and-so get up and give a presentation because she did last year. Really think about what we are doing this year. What are we talking about? What's the story we're trying to tell? What do we want from our attendees? What's the best way to do that?

Maybe it is very similar to last year because we asked the same question last year, presumably, but maybe there are some differences and to not be afraid to implement those differences just because they're new.

JESSICA: Absolutely. I think it's a time of all new thinking. It's really a time to reevaluate. It's a time to let go of what was before, as much as you can. Then do the hard work of seeing what really worked about the before and then be open to the new way of what needs to be the plan moving forward. Yeah, I agree.

JEREMY: It sounds like you're very optimistic about where things are going. Certainly, at the beginning of the pandemic, I don't know about you, but it was scary. I was terrified of what was going to happen. Now it just seems like things are going to get better and better.

JESSICA: Speaking to your point about the optimism, these shows are just turning out record numbers right now. They're being held safely. There are not cancellations.

When we spoke to many of our sponsors and exhibitors after the show, they were telling us that their businesses are taking off…they are too busy. They can't keep up with the work.

All of that, anecdotally, really does give us hope that this industry has learned how to do it safely. It's going to move forward and operate in this kind of limbo that we're still in, as well as it can. Then hopefully we get to a new place, and we can get into whatever the exciting next phase is.

JEREMY: Ah, you've got me excited! [JEREMY & JESSICA LAUGH]

I'm feeling even more optimistic than I was before! I'd love to go to the Lightning Round. Is that okay? I just throw three quick questions at you and see what you think.

The first one is who's your biggest get? A guest speaker, an entertainer, or a subject matter expert…just someone you would love to see on stage.

JESSICA: We came this close one year to having Snoop Dog at one of our shows, and I haven't given up hope that he is going to show up someday. [JEREMY LAUGHS]

I can feel that it's going to happen, so Snoop, if you're listening, just give us a call. We want to make it happen.

JEREMY: I have it on good authority. Snoop is an avid listener to this podcast, so I think you're in. Done. [JEREMY LAUGHS]

JESSICA: Fantastic. Fantastic.

JEREMY: Second question, you've seen a ton of presenters on stage, what is one thing you wish presenters did more of or maybe it's less of that would make them better presenters?

JESSICA: We all love a beautiful presentation, but a personal story, an anecdote, or a willingness to say we thought this would work this way, but it didn't. It went this way instead and here's what we learned.

I just don't think there's any shame in having a little vulnerability. It connects you to your audience from just a presentation perspective, but also because the value of that information is so high and memorable. I just think it's always great when people are willing to say, “We don't know either.”

JEREMY: Yeah, a hundred percent. Even to the extent that everybody wants to go up on stage and be perfect, and make no mistakes. We've all been in the audience and seen a presenter make a big mistake. And it just gets you on their side. All of a sudden, the whole energy in the room shifts and everybody's rooting for you. They see that you're human and we all make mistakes. We just want you to succeed so much more than we did 10 seconds ago. Being vulnerable, even at the worst moment when you've just screwed up, is still valuable for the audience and helps your presentation.

JESSICA: Yeah, I couldn't agree more.

JEREMY: Last question, what is something, could be a book, a movie, or a song, that was a big influence on you? Particularly, if it influenced your career choice or you in the industry or anything like that.

JESSICA: It's a fun question because we've been doing our Women in Events program for about a decade, and we are so grateful to have Proscenium partnering with us on that for years.

In the early days when we put the editorial feature together, we would always ask the question, “What's on your playlist?” For years, the answer was always Hamilton. I have a nine-year-old daughter, and somewhere in the beginning of the pandemic, we just got on a Hamilton kick.

That and In the Heights kind of book-ended the pandemic for us because Hamilton came out last summer. They put it out on Disney, and it allowed us all to see it. It's incredible in every way. If you are an event marketer, there's so much to learn from the way that they produced that Broadway show.

Then In the Heights, a summer later, was just joyful and amazing in all the ways that everything he creates is. Bonus, I was stuck in a one-bedroom apartment with a nine-year-old for 18 months and she knows everything about the American Revolution, so I'll take it. [JESSICA AND JEREMY LAUGH]

JEREMY: Jessica, it's been such a delight talking to you. You've really got me inspired. I think the pandemic and the last 18 months have been so tricky. Just to hear your optimism in the sense that the industry is changing, new solutions are being found, we've taken that pause, and we're getting better. It just really makes me feel hopeful, so thank you for taking the time to do this. I hope people listening feel as energized as I do.

JESSICA: Thank you, Jeremy. I appreciate the opportunity and shameless plug will be back out in Las Vegas on April 27th - 29th for the Experiential Marketing Summit. We're turning 20 this year, so we'll see you at the MGM Grand.

JEREMY: Yeah, definitely check it out. There's a lot to be gained from it. If you haven't been or have been, come back. It's a very good thing to do. Thank you again, Jessica.

JESSICA: Thanks, Jeremy.

JEREMY: Well, that was so great to talk with Jessica about the future of this industry. For me, there were four top takeaways, and these are the four tops.

• Number four. Everyone is competing with each other, but there's a sense that if one of us does well, it elevates the industry as a whole.
• Number three. Make sure you're using this rare opportunity to pause, reflect, and rethink.
• Number two. The live events industry will come out of the pandemic stronger just as it did after the recession.
• Number one. The virtual experience is not the same as the live one, and you need to treat them differently.

Look, I could talk about this stuff all day. If you want to talk to us about today's topic or anything about live events, check out our episode notes for more information, or just go to proscenium.com to drop us a line. Send us a guest suggestion or tell us why you would make a good guest. We would love to hear from you because, at Proscenium, we help presenters do their best in front of their most important audiences. As we like to say, we help brands perform. I have a sneaking suspicion that we can help your brand perform.