Hospitality and executive programs have always been a key tool in the B2B marketers belt. Even in the digital age, there's still room for face-to-face relationship building (cue handshake stock shot 🤝 ).
It's never been easy to get execs out of the office, and great marketers have always thought hard about the content and experience of their event programs. But three themes have grown in the past five years:
⚠️ Post-COVID work patterns have raised the bar even further, given guests are no longer in the office to pop into a morning/lunchtime/evening gathering.
⚠️ The tired rota of sports hospitality and same old dinners aren't enticing anymore (see above). As I like to say of myself, I'm not short of a nice dinner 🤣
⚠️ We need to work harder at more inclusive activities that recognise the diversity of most audiences. I've done wine tastings, bike rides, yoga sessions, sailing, cooking lessons, opera, family Xmas parties, wellness retreats & more.
So kudos to the team at Scope3 last week, who hosted something outside of the norm - a private performance of West End play "Kyoto". A different experience, well organised with content bang on theme with the company's offering. The result? It was packed to the rafters and with a really diverse audience - I talked to scientists, philosophers and ad execs (now THAT's a dinner party guest list!).
👏 Bravo Lindsay O'Gorman and thanks for the invite Tim Collier!
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