This is the first installment in a three-part series in which Chris Cavanaugh, EVP & Chief Marketing Officer of Freeman, discusses the event technology that is shaping the future of the brand experiences. This post focusses on the impact and future of Virtual Reality and Augmented Reality and how it will shape face-to-face marketing. Creating new ways for event attendees to visualize, engage, and empathize. This post was originally posted on Freeman blog and is the first installment in a three-part series in which Chris Cavanaugh, EVP & Chief Marketing Officer of Freeman, discusses the event technology that is shaping the future of the brand experiences. Keeping up with event technology can be a full-time job. It seems like every week there’s a new application or piece of technology that promises to revolutionize the world of brand experiences. Deciding which technology is right for a given brand, live event, or audience is not an easy decision, given the resources and budget required. There are many drivers, such as the audience’s needs, the strategy, the environment, the brand narrative, and even the brand’s history (to name a few). The best approach is to ask yourself this: what story is the brand trying to tell, and how does this application help deliver the message in a personalized, compelling manner? In this series, I’ll be discussing three technology trends that are currently on the rise, and offering some insight as to why I think they genuinely offer the best opportunities to enhance a brand narrative. One of the biggest trends that we are all going to see over the next year is the use of virtual reality (VR) and augmented reality (AR). The technologies are closely related, but VR is about creating entirely digital worlds, while AR is about enhancing reality with digital content. As these technologies mature and prices come down, their applications are becoming more and more evident, not just in creating engagement opportunities for audiences, but also as an integral part of the design process. In other words, VR and AR can be just as useful behind the curtain as in front of it. Let’s face it, not everyone is visual. We could all use a little help, right? In terms of design visualization, VR and AR are creating some breathtaking possibilities. With VR, designers and clients will now be able to preview their designs before anything goes into production — in three dimensions, in real time, and with all the context of size, scale, and depth available to them. In the future, as AR technologies become more refined, clients might even be able to preview their designs and experiences in real-world spaces. These applications aren’t just tools to help us tell stories, they’re also the tools that will help us design and build the worlds in which our stories take place. Let’s face it, not everyone is visual. We could all use a little help, right? In terms of content, VR and AR are just starting to come into their own, and consumers are showing a keen interest. Facebook has invested billions in Oculus, and its developers are working on creating avenues for consumption of 360-degree VR content within users’ timeline feeds. The infrastructure is developing, so now it’s up to us to create the content to fill it. As far as engagement, the research is very promising. Studies have shown that this technology can be an incredibly powerful emotional engagement tool, even more so than TV. There’s a widely held belief that VR and AR have the potential to increase empathy, which in turn could result in a deeper, more authentic connection with audiences. Some brands are even using the technology to let users experience life through another person’s eyes. Consider that we’ve only just scratched the surface of VR’s potential. Brands are currently using VR and AR to let consumers interact with products virtually, visit travel destinations or environments they’ve never been to before, and experience concerts or sporting events from the front row. In just a year or two of content creation, our ability to tell impactful stories has already increased by leaps and bounds. As developers get accustomed to using VR and AR as storytelling tools, I think we’ll start to see them dramatically expand the use of these technologies and push their limits. In the hands of our most creative people, there’s no telling what new applications are out there that we haven’t even seen yet. Therein lies the power of VR’s evolution. The Internet was around for years before people discovered that social sharing was the key to driving content adoption. There’s a good chance we’ll see the same growth with VR and AR. Stay tuned for my next article, when I’ll be discussing my thoughts on live streaming and events. The Staging Connections Group Limited (SCGL) was acquired by the world’s largest brand experience company, Freeman, in October 2015. As the world’s largest brand experience company, Freeman helps organisations connect with their customers by delivering seamless, innovative, and immersive brand experiences and events. Through comprehensive solutions including strategy, creative, logistics, digital solutions, and event technology, Freeman helps clients increase engagement and drive results. ... Read More

This is the second instalment in a three-part series in which Chris Cavanaugh, CMO of Freeman, discusses the event technology that is shaping the future of brand experiences. This post focusses on how brands can leverage off live streaming to enrich the experience and drive engagement. Expand your reach and engagement without reinventing the wheel ...

There are many reasons to attend a live event. You are given free reign to explore your future plans, chart a new course for your business and have fun doing both. 1. Get out of your comfort zone. Many wouldn't call this a plus, but how can your business grow doing the same thing over and over again? For one, you'll get bored. If you are used to seeing people through their words, now you can put a name to a face and so can they. Stretch your business self with interesting people and thought-provoking seminars. Well known speakers use live events to share their "serects" with the attendees. 2. Meet people with similar goals. It is refreshing to hold a conversation with someone who understands where you are coming from. If you are new to business, even the experts can remember back and give you practical advice on how to go from where you are to where they are and beyond. 3. Begin a few joint ventures. Businesses partner with other businesses all the time. If you each have something that can benefit the other, it can be a match made in heaven or at least in cyberspace. But, you may not get the chance unless you attend a live event. When you get to see and hear their plans, you can make a confident decision that this person will be great to work with. When potential partners meet you it quickly builds the know, like, trust factor. 4. Build your business. Oh, yeah, there is this one. There will be people from all walks of life with the same goal - grow their business. You will get business cards, photo and these days video opportunities, business materials, not to mention possibly drinks by the pool with others who are more than willing to talk with you about how to take your business to the next level. Posted - Matt Allely (Article by Linda Hampton). ... Read More

What are the benefits of holding an event in a stadium?Clients have the opportunity to run down the player's tunnel, kick a ball on the pitch, or even host a cocktail party in the change rooms! Stadiums provide access to exciting spaces that they can't access every day, so this makes for unique experiences. Why is holding an event in an unusual setting important?I feel the best way to connect, communicate with or thank your guests is to provide them with an experience they will remember. If you want your guests to think about you long after the event is over, you need to give them something to talk about. Hosting your event at Eden Park is unusual and a really great way to make an impact. What is unique about your venue? In October 2010, Eden Park launches its $280 million re-development. The new event suites and lounge facilities will allow groups of up to 1000 people to make the most of the stunning views across the city and the pitch. Our clients will be able to use interesting spaces creating individualised experiences for their guests.What are the ingredients for a truly exceptional stadium event? Exceptional events everywhere require trust in your suppliers, clear communication and great planning to culminate in a successful time for everyone involved.What's the best tip that you have learnt in your career?Have a clear vision and communicate it clearly to everyone around you. Source - Staging Connections spoke with David Allott, Venue General Manager, Eden Park Catering Auckland. ... Read More

DVI Fibre Optic cables enable crisp sharp digital images in Full HD to be transmitted over large distances and are fast becoming world's best practice. Staging Connections has recently commenced deployment nationally of robust high quality copper and fibre optic DVI cable to support high resolution single and blended screen shows and provide uncompromising image sharpness and quality. A full range of splitters, DA's and joiners are included to meet a wide range of shows, venues and client requirements.Contact us for more information. ... Read More

In recent years the event experience has been heavily influenced by consumer trends and the introduction of technology to enhance and help to create styled environments. These two factors are the tipping point by which the event experience is evolving to being less about just attending and more about the entire experience. Kristy Foulcher, Senior Event Stylist, Staging Connections says "The key to an event's success is not just about ticking off the must-haves, but through identifying, exploring and bringing to life the single, simple purpose for which you are holding the event. Fundamentally, this is about evoking a human response from your audience, and using design and technology to manipulate that." The Staging Connections team has long been recognised as one of the leaders in the Audio Visual and event staging industry. Our teams have been providing integrated event services for over 25 years. Over this time events have evolved from a simple audio visual setup through to complex, integrated event solutions. Staging Connections' team of event stylists work with you from creation to completion, taking your initial brief, interpreting your aims and goals, and translating those into a comprehensive look and feel. From the sense of arrival in pre function, to the intimacy of the table setting, through to the majesty of the stage set and the fun of the after party, every element is carefully considered. Regardless of whether your message is a corporate communication, or the event is just a fun party, every component is delivered with impact. "Key trends in event design for 2011 have centred around modifying the traditional event experience from straightforward stage and tables to lounge looks, cocktail zones and after bars, transforming a standard conference into a more interactive, dynamic meeting and immersing event attendees into the environment. To maximise a message, the typical drop-down screen system is morphing into megascreens with high impact animation and multimedia." Theming is no longer about a sprinkle of glitter or a disco ball. Styling is about creating a new world, transforming a space, stimulating the emotions - translating the client's desires into reality. Whatever your event and whatever your vision the key to ensuring it is realised is thinking beyond the traditional to the experience you are creating for your attendees, and how to integrate multiple event services to deliver your message with maximum impact. ... Read More

How many people at the moment are talking about having an epiphany? A dinner with friends doesn’t seem to go by without someone talking about their latest intense moment of realisation, deep spiritual experience, light bulb moment or philosophical awakening - just as they tuck into their second bottle of red. How many people at the moment are talking about having an epiphany? A dinner with friends doesn’t seem to go by without someone talking about their latest intense moment of realisation, deep spiritual experience, light bulb moment or philosophical awakening - just as they tuck into their second bottle of red. Then they proceed to tell you about how this sudden bolt of lucidity changed their lives, despite the fact that their lives look remarkably similar to the last time that you saw them. One shouldn’t judge. This stuff is real. A tough, tattooed rigger with a potty mouth once told me that he experienced his epiphany when he dropped a length of truss on his foot. “It hurt like hell,” he said, or words to that effect, “but it got me thinking. This rock n’ roll business is a mug’s game. I’m going to move to corporate!” For those that aren’t in the know, “corporate” is an AV industry term for any show or event that isn’t rock n’ roll. This was a big decision for him - he knew what he was giving up – from now on he’d have to shave before work, remove his nose ring, cover his tattoos with a nicely pressed long sleeve black shirt, not to mention clean up his language. Like everyone who’s worked in rock n roll will tell you “when you cross the River Styx to the world of corporate, there’s no going back.” But corporate is not without risk - you can still drop a length of truss on your foot if you’re clumsy enough. The difference is that when you do drop it, it doesn’t hurt. The cursing and swearing of your days in rock n’ roll have been replaced with a chuckle as the truss rings like a tuning fork. Why? Because it struck your shiny black steel-toe boot. That’s risk management in a nutshell – think about what might go wrong and come up with a solution to manage it. Like a famous New York banker once said, “risk is just a part of life, so make it your friend, or you’ll have a nervous breakdown.” Despite the fact that he’s now serving a jail sentence for getting a little bit too cosy with risk, he was kind of right. Kind of. However, if the possibility of dropping truss on your foot was the only risk in our industry, I wouldn’t have a job. Ninety five percent of Staging Connections’ business is done in the public arena, which brings with it enormous risk and equally enormous levels of responsibility. We do flip chart and projector meetings in Sydney or Perth, right through to major global conferences in Kuala Lumpur or Paris, and everything in between. Our shows must not only be stylish, technically brilliant and commercially savvy, but they also have to be safe. Clients and members of the public who come to our events shouldn’t have to worry about whether that length of truss suspended above their heads is going to stay there. Embedding risk management into your brand takes commitment. This year Staging Connections began implementing its Stagesafe system along with its logo and mantra, “Stagesafe, every show, every event.” Whenever Managing Director Tony Chamberlain speaks to us, he begins with a message on the importance of safety, not just because he wants to, but because he understands that without safety, your brand is nothing. Author: Luke Sullivan Picture: Unless stated are owned by Staging Connections ... Read More

You have received a brief for a product launch, you need to; reach thousands of people – yet don’t have a venue or budget big enough, you also need to build excitement about your product, stay true to brand messages and really engage your audiences – what’s the solution? You have received a brief for a product launch, you need to; reach thousands of people – yet don’t have a venue or budget big enough, you also need to build excitement about your product, stay true to brand messages and really engage your audiences – what’s the solution? Creativity in technical and multimedia techniques using light, sound, vision and the event environment to spark all of the physical senses, integrating these into an event experience and then simultaneously translating that experience online is the only solution. This is exactly what Staging Connections’ recently created when engaged by PRISM Intelligent Activation to launch the Nissan Altima V8 Supercar. Using leading edge integrated event services the team at Staging Connections’ stayed true to the brand message ‘innovation that excites’ for this watershed moment. Using video streaming to gain access to a greater audience geographically and demographically more than 3,000 people viewed the launch online via a live stream to Nissan’s YouTube channel with 150 media attending the physical event. How was the event translated? The supercar was positioned on a podium hidden behind a circular truss with drop-down white drapes. These drapes were used as the canvas for a projected multimedia presentation so the attention was focussed on the car for the reveal. Using the drapes as the projected surface created a dynamic solution for the event that was designed to enthral and engage physical and online audiences. At the end of the Nissan historical video presentation the Staging Connections’ multimedia team used the fluid projection surface to create a dramatic visual build, integrating hints of a storm brewing. Using strobe lighting the room began to grow darker and hints of lightning came into the room from behind the audience. Through the use of a powerful audio storm sound track, dry-ice machines, moving lights and storm imagery on the canvas screen, Staging Connections’ created a suspenseful sensory anticipation until a final crash of lighting ‘blinds’ the audience and the white drapes drop to reveal the V8 Supercar shrouded in a fog, for both the live and online audience. Bringing together the audio, lighting, visual, multimedia projections within a physical launch translated to view online created a new globally accessible experience. A product launch commonly attended by hundreds is now available to thousands. But how do you make the physical event as effective as the virtual one? The challenge is to impress the attending audience while being able to translate the physical event onto the web without diluting the message and experience. Commenting about Staging Connections’ involvement, Nissan Motorsport General Manager, Jeff Fisher said, ‘working in the digital space and offering such extensive experience in integrated events, the Staging Connections’ team made the reveal dynamic and exciting for the race fans, Nissan customers and motorsport industry watching throughout Australia and across the globe’. Written by Katie McDonald Katie McDonald is Digital Brand Manager and resident Brit at Staging Connections. Armed with post-graduate qualifications in Marketing and specialist skills in Digital Strategy, she is passionate about management, execution, and measurement of all digital efforts that enhance and humanize brands online. ... Read More

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