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The Value of Creativity for Live Events

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Guest post by Jennifer Kurland.

Creativity comes from a place deep within. It is the spark that ignites imaginations and drives innovation. Creative minds break boundaries, take the abstract or mundane and transform it into something new, something that can change the world and our experience of it.

How to use creativity in event designIn the live events arena, it takes creativity to create something spectacular. Something that’s never been done before. It requires a collaborative, creative process to create an immersive VR experience without a headset; a habitable pop-up hotel at SXSW; the USA’s first ever interactive, regulation-sized LED court; and win two Guinness Book of World Records.

The creative process is different for everyone. There is no right way to harness it. Whether you are a scenic designer, event planner, or accountant, tapping into that wellspring within can produce powerful results. Here are a few tips and tricks to help you connect to your creativity.
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Six Ways to Connect with Hard-to-Reach Business Buyers

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It’s a paradox of modern marketing that even with today’s ubiquitous high-speed wifi and cell connectivity, wide range of devices, and abundance of communication channels, business buyers seem harder to reach than ever.

Many corporations have tight email filtering in place which renders many externally originating messages invisible. And even with those filters in place, inboxes are often overflowing, leaving buyers with little time or bandwidth to deal with any but the most urgent messages.

How to connect with hard to reach business buyersSocial media is the top digital marketing channel for vendors, but organic social media reach continues to decline,  LinkedIn’s strategy for groups remains muddled, and many business buyers aren’t even on Twitter.

Banner ads? Sure, those work great—if you’re happy with a click-through rate of 0.05% (yes, that is five clicks for every 10,000 people who see your ad). Business Insider humorously reported a few years ago that you are statistically more likely to be dealt a full house in a poker game, win the Mega Millions lottery, have twins, be accepted into Harvard, complete Navy SEAL training, or survive a plane crash—among other things—than you are to click on a display ad.

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