The term ‘Experiential’ is the buzz word in the events and marketing industries. Defined as ‘involving or based on experience and observation’, the adjective suggests that in order to communicate most effectively with your target audience, a brand must create an immersive experience. Being able to observe a brand in action and take part in a creative encounter should only improve the resonance with that all important client base.

This prominent topic comes to mind as we look back over a recent day out at the Olympia Conference Centre in London for the UK’s biggest events exhibition.

International Confex and the Event Production Show ran over two days last week, 2nd-3rd March 2016, and representatives from the Danco sales team headed up to join in. With networking opportunities, seminars and a whole array of interactive exhibition stands, it was a great opportunity to meet up with existing clients & suppliers as well as meet new contacts.

‘Ideas factory’ was the Confex theme this year and we certainly came away with some of those, focusing mainly on sustainability at events and strategic PR. On the ‘experiential’ theme, keynote speaker Lily Cole summed it up when she said “There is a definitive move towards experience over ownership, we need to share experiences more”.

One word of warning however, when jumping on the experiential band wagon, be careful not to veer too much in the direction of a PR stunt!