At Wednesday's (28 January) London Summer Event Show, an industry panel discussed the topic as part of a speaker session, which explored the big opportunities for brands and agencies looking to host team-building experiences in 2015 and beyond.
Experts included Sam Gill, chief executive of Story Events, Jonny Edser, managing director of Wildgoose and Bluehat Group’s chief executive Tim Shepley.
Edser said multi-city events, suitable for global brands with offices in different locations, are becoming increasingly popular. "These experiences mean that delegates from all over the world can play in the same game as one another," he explained. "Events are changing because we are becoming a more global community, and with technology we can achieve that."
Shepley stated that interactive tools allow a brand’s staff to engage with an event pre-, during and post-event, adding another level of interaction to enhance the experience.
He added brands and agencies should look at the social circles of today’s consumers. "At one point cooking was very popular as a result of celebrity chefs and their TV shows, so we listened and created experiences to accommodate people’s interests.
"Whatever is popular, whether it’s social media or using an iPad, you need to take note so that you can engage with that audience."
Another area which the panel explored included whether team-building experiences should be outdoors or indoors. "By having both helps to change the dynamic of an event," said Shepley. "It gives delegates the opportunity to refocus and move on from each step of the day."
Edser explained that when it comes to whether team building should be collaborative or competitive, most of his company’s tech-focused experiences have a competitive element, however, participants can work towards a common goal.
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