By Alistair Turner, president ILEA UK
It’s not difficult to see why the industry loves Jane Risby-Rose, the Global EVP Events at UBM, and recently awarded the AEO’s Outstanding Achievement Award. In the space of an afternoon she became the first woman to pick up the much coveted Outstanding Achievement Award, wrote and expertly delivered an acceptance speech that touched on pretty much every emotional strand of being an event organiser, wrapped it all in a neat Wizard of Oz metaphor, and produced so many class sound bites that most of the audience were quickly and equally as enamoured as our editorial team. This is one of the industry’s best people and we’re lucky to have her.
There are many things that Jane has commented on recently and throughout her illustrious career in the events industry. Most recently was a fine piece on the need for emotional data, not just big data. This has really struck a chord with the industry.
Emotional data means event professionals can get a better view of who the audience really are. Not just their addresses, dates of birth and vocations, but what moves them, what they do in their personal time, what makes them laugh or cry.
Events people are ideas people who seek creative and business opportunity everywhere they go. This idea of emotional data is a whole well of creative inspiration that can be used to improve what we do, and then spur us into new places.
Great event producers can create experiences for a demographic group standing on their heads, but the real opportunity to create something memorable comes from this deeper understanding. If they know that X% of their audience are 45+, they can draw certain conclusions; if they know that 63% watch Game of Thrones, or give money to certain charities, they can create specific moments that will surprise and delight them.
There is a lot of discussion around the role of the event content organiser moving toward being a curator of experiences. Not just to inform and educate, but to do more than just create great business environments. Emotional data should play a part in this as the industry looks to create memorable experiences and events that inspire.