Energy, Inspo, and Fuel for Better Attendee Experiences
We believe the best insights come from being in the room. As such, our team regularly attends a slew of trade shows and industry conferences to stay informed, inspired, and ahead of what’s next – translating real-world observations into smarter, more compelling experiences.
From CES to NRF’s Retail’s Big Show (and everywhere in between), our LEO teams keep ears to the ground always – staying tuned in to new tech, innovations, automations, and ideas with the potential to bolster experiences we create on behalf of our clients. Beyond what booth designs stand out or what new gadgets we’re struck by, these gatherings present us with the invaluable opportunity to witness and study attendee behavior in real time.
Observing Behavior in Real Time
SVP of Creative at LEO, Chris Simmons, said the experience at trade shows like CES goes well beyond noticing just the space you’re in when you step into a booth. “It’s also a great opportunity to see how attendees are reacting and what they’re doing within each space, watching how people are flowing, what they’re doing, what might be problematic for them, what pieces create a positive and memorable experience, and where improvements could be made,” he said.
Our teams find that the booths and experiences that stand out the most are the ones in which technology is an enhancement, not the main event. In a world flooded with tech, the most powerful experiences are the ones that feel more human. Tactile, analog moments cut through screen fatigue, inviting audiences to slow down, engage their senses, and connect in ways automation alone simply cannot replicate.
Technology that Enhances the Experience
Chris described one of the most memorable booth designs he encountered at this year’s CES recalling the simple sensation of luxuriously plush carpet underfoot upon stepping into the room. The buildout, which took over an entire ballroom, resembled a home living room, taking attendees through the space to engage with a variety of products and technology in a way that felt inviting, tactile, and refreshingly authentic. The tech was there, but it served a bigger story being told through warmth, rich textures, and a feeling of home. It’s important for our teams to take note of these moments, not because they’re particularly spectacular, but because of how they make us feel.
Finding Inspiration Everywhere
LEO’s VP of Production, Phillip Johnson, said attending conferences, trade shows, and even theatrical productions like Cirque, puts our team in scenarios overflowing with inspiration and ideas. We file them away, building a sort of mental repository of concepts that – to varying degrees – inform the work we do for clients somewhere down the road.
“You never know when or where a great idea is going to crop up,” he said, “We can take moments that stick with us, then refine, build upon, and spin them into something relevant for a different brand, in a different way.”
Building Better Experiences
By paying attention to what sparks our curiosity and forges real brand connections for us, we build a stronger foundation for engaging audiences in delightful, unexpected ways. All these details we encounter at tradeshows and out in the world add up to a better understanding of what works versus what doesn’t and how audiences behave, but it also puts us in the room where it happens. In that room, we network and catch up with old and prospective clients or even serendipitously bump into someone our team pitched to days prior. In that room, we strengthen our connections within the events space and beyond. And at the end of the day, we turn it all into client work that’s even more successful.
Ready to Create an Experience?
If you’re looking to turn insight, inspiration, and real-world observation into an unforgettable live experience, we’d love to talk.
Contact LEO Events to start designing your next event.
