We are living in a time when the accumulation of technology, information and continuous overstimulation are shaping society at a rapid pace. The "now" has become an instant that is faster and more ephemeral than ever before. Brands only have that instant to make an impact and generate a reaction in their potential consumers. Once that small window has passed, all that remains is the memory, the photo, the video or the shareable file. The speed of change forces us to be constantly adapting and now with the arrival of artificial intelligence, a revolution that is hard to imagine is on the horizon.
In this context, to connect with audiences we need to delve deeper than ever into the qualities that make us human. We need to strengthen real face-to-face connections and create links that transform the way consumers relate to brands. Therefore, of all the communication levers that brands have from my point of view are uniquely placed and open up a world of possibilities.
The strength of an event lies in something so human and intrinsic to who we are that it often goes unnoticed. We are social beings by nature and we need to be in contact with each other. It is the power of these connections, these unrepeatable experiences that generate moments, consciousness, and unique moments that can transform us. Knowing how to create and articulate these moments can lead us to generate extraordinary bonds between audiences and brands.
But beware, today everything has become an experience. For example, going for tacos at a food truck that will only be open for a week, watching a cult film at a drive-in cinema or visiting an unrepeatable pop-up store. The art of creating events encompasses much more than a good location, flowers and catering. Of course they are very important but at a time when we are bombarded by unique experiences, going beyond that is a must if we wish to generate a real and lasting impact on our audience.
To do this we must be very clear about the objective of the event and not lose sight of it throughout the creation process. We need to listen to the audiences, get to know our guests, understand what they are like and what they want, in order to find points of connection with the brands. With this information in mind we can create a storytelling and articulate an experience with the perfect combination of elements.
No doubt, the adrenaline of live events is a magic key for engagement. In 24 hours we are capable of turning a space upside down, transforming it into a fleeting and unrepeatable universe. We will never experience another moment like it. And knowing how to create the right rhythm is fundamental. Guests will often not know how to explain it, but they cannot forget an event if we are able to activate their emotions. They will simply not forget what we have made them feel.
Patricia Cantón, Creative Director of SOMOS Madrid