ICYMI: Transforming Keynotes with Creative Director Don Richards
Recap of our 3/20 Livestream exploring trends and inspiration for creating dynamic, attention-capturing sessions.
Yesterday we had the privilege of hosting Creative Director Don Richards for our Gen City Labs livestream series, as well as a special guest from GCL, Jon Fox.
Here are some key takeaways from that conversation, designed to provide you with actionable ideas and inspiration for your next event. Scroll down to catch the full replay!
Crafting Unforgettable Conference Keynotes and Launches
In the world of corporate events, the impact of a well-executed keynote, product launch, or opening ceremony can resonate long after the event concludes. They set the tone for the whole conference, communicate brand values, and can be a critical part of PR and marketing strategies. These moments offer a unique opportunity to captivate an audience, share visionary ideas, and introduce groundbreaking products with a bang.
But how do you ensure your event leaves an indelible mark?
Start with your audience:
Understanding your audience and designing your event with intention is crucial. The key is not just in the content or the tools used to deliver it but in aligning them with the audience’s interests and expectations, crafting messages that speak directly to their desires and needs.
It’s so often, these sessions start with, ‘well, the CEO wants to say this, and we found this new technology, and they like it, they think it’s really shiny…’ But who in this audience is actually going to resonate with that? Why are they going to resonate with that? How should we say that to them, to make it resonate for them? Those questions often either don’t get asked at all, or they get asked too late. — Don Richards
Six Practical Tips for Event Success & Successful Product Launches
- Embrace Storytelling: Every memorable event begins with a story. Whether launching a product or kicking off a conference, weave your key messages into a narrative that connects on an emotional level. Stories not only engage but also help your audience remember the experience.
- Consider Cutting-edge Technology: From immersive AR to games that rally audiences, technology can transform your event from passive to engaging. It’s not just about flashiness but creating interactive experiences that inspire participation through competition, collaboration or curiosity.
- Adapt Content Strategies: Understand your audience’s needs, interests and distractions. Tailor your content and activities to involve them actively, whether through Q&A sessions, interactive workshops, or live demonstrations. Engagement is the key to a memorable event.
- Ensure Flawless Execution: The devil is in the details. From the timing of your keynote to the smooth transition between speakers and the technical setup, every aspect needs meticulous planning and backup plans.
- Create a Spectacle: Sometimes, a little spectacle is what it takes to make your event unforgettable. This could be a surprise guest speaker, an unexpected performance, or a visually stunning presentation. Spectacles create buzz and make your event the talk of the town.
- Bigger Isn’t Always Better: In the early stages of planning, zero-in on who the session is for and what you’re trying to achieve. Hyper-targeting content or evaluating delivery methods could yield stronger business outcomes than trying to appeal to the masses. “Do we want to do a giant meeting with tens of thousands of people in it? Or do we want to do a small meeting with the 200 decision makers who actually buy our product? I want to be able to broadcast my message in a very focused manner, that strategically supports my company, and gets these people to buy in and emotionally engage. Is a conventional general session, the right way to do that? Is that the best media you have available? It’s all on the table.” — Don Richards
What tips would you add to this list? Add a comment to inspire other event leaders below!
Innovation in Action
The session was full of our favorite examples of surprises and fun that broke the traditional session format. Here’s just a few of the highlights:
- Intel created a social media moment by building a trick into their processor launch: In the middle of the live product demo their screen switched to the dramatic Blue Screen of Death- the ultimate sign of a failed demo. After a moment of faux panic and audiences quickly opening Twitter to comment on the disaster, they restored the demo, quipping that the new processor was so powerful it could even overcome the Blue Screen of Death. (The trick was achieved using two hidden touch screen buttons that triggered and released the takeover.)
- For Splunk’s conference, the GCL team helped create two unique experiences that sparked audience engagement, competition and personalization at scale:
- When the Chase Center (home of the Golden State Warriors) broke ground for their new arena, they leveraged extreme spectacle, including Cirque-style performers, inspiring speakers and even…a choreographed excavator ballet?!
They also leveraged technology from the team at Gen City Labs to preview what the project would look like upon completion: “It was this very big parking lot that had been empty forever… We had an AR experience where you could actually look through a Hololens and look out over the parking lot and see the full scale of the model of what the arena was going to look like when it was built. We did another one that you got to see this stadium rise up on the tabletop and walk around to take it all in.” — Jon Fox
Crafting an event that leaves a lasting impact involves a blend of creativity, precision, and audience insight. By employing these tips and learning from the shared experiences, you can elevate your next conference keynote, product launch, or special presentation to new heights.
If you’re seeking to create unparalleled event experiences and need a partner who understands the intricacies of successful event production, GCL is here to help. With expertise in leveraging the latest technologies and a keen focus on audience engagement, we ensure your event not only meets but exceeds expectations. Contact us today if you want to explore interactive crowd experiences or inspired stage design; let’s make your next event unforgettable.
Catch the full playback here:
Tune into our next live session!
We’ll be hosting the brilliant technologist Lisa Peyton, exploring the intersection of AI and XR technology. Follow Gen City Labs to RSVP!
For even more inspiration from Lisa, don’t miss her next XR Pub Crawl event!
Interested in joining us as a future panelist?
We’re on the lookout for more incredible guests across marketing, events and brand experiences. If you’re at the forefront of event leadership, brand growth, or innovation and have insights to share with our community, we’d love to hear from you and have you to join us for a future livestream. Contact MK Granados for more info!
About Gen City Labs:
We’re a creative studio, crafting interactive experiences that captivate audiences and drive engagement. We collaborate with brands and agencies to bring their visions to life across both live and virtual channels. Our team of experts leverage the latest technologies to create showstopping storytelling within interactive pop-ups, activations, flagship retail, tradeshow booths, innovation centers and more. GCL is the trusted partner of choice for Fortune 500 brands and global agencies.
If you’re interested in learning more, get in touch at info@gencitylabs.io.
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