HB Blog

Insights from the leadership at HB on technology and culture

High Performance Environments

on October 22, 2014

When you’re sending a team of folks to a trade show or hosting a live event for your partners, customers or prospects, you’re generally banking on being able to make that event a meaningful one for you and your company. The relationship with the audience hinges upon your ability to communicate with them and their experience in your meeting environment.

If you’re investing your budget dollars in event space and production or for trade show exhibit space, travel and lodging for your team, time spent preparing and rehearsing presentations, time spent doing your homework on prospects or setting up meetings to be held around the time of the event, not to mention time out of the office – well, you’re investing a ton of money in live events, which we probably don’t have to tell you. But there’s a lot of preparation and planning that goes into making a live event a high performance event, and one that delivers solid value for you from a business standpoint.

As you plan these events, are you thinking about how you can best maximize your exposure, the experience you provide for customers and prospects and how you might work to get the best value—or the most legs—out of your event? Events, or experiences, are extremely effective when it comes to relationship building and business development. Let’s talk about why:

  • Experiences are great for brand and reputation building. The more of an experience you can create for your customers and prospects, the more memorable your brand becomes.
  • Experiences are really all about “creating buzz.” And when done correctly, they can be extremely cost effective.
  • Experiences are great at building 1:1 relationships with your customers and prospects
  • Experiences are great at inducing trial

So now that we agree that live events are both important and effective, let’s talk about what it takes to make sure a live event is a spectacular, memorable experience for your audience. Because when you can deliver that, the end result is an equally spectacular business event for you and your company. These elements that go into creating a spectacular live event include:

Great content.

You can’t have a spectacular live event or experience if what you’re delivering in terms of content doesn’t live up to the hype. Start there, make sure that what you’re delivering is awesome content, and something your audience will enjoy, benefit from, and want more of.  Never be afraid to ask for help with your content – or get it professionally developed.


Lighting for presentation, lighting for effect and lighting for video broadcast/recording are each completely different.  Great lighting simply makes everything look great – everywhere it is seen. Make sure that what you’re doing at your live event is showcased by the best lighting possible. It will make all the difference in the world.


It is imperative that you make sure you have high quality audiovisual capabilities as part of your event or experience. There’s no such thing as a great event that people can’t see and hear. So make sure that your equipment and the technicians who are charged with making sure that equipment functions well is at the very top of your “important things” list.

On Site Support

The importance of having on-site tech support for your live event cannot be overstated. Don’t wing it when it comes to this, make sure you’re working with an audiovisual and support company that’s got your back, every step of the way. This is one thing you’ll never, ever regret.


There’s nothing more annoying that not providing good Internet access at your event. The audience is there, with mobile devices in hand, wanting to experience, share, comment, learn more and dive deeper. If you’ve not focused on providing them with great Wi-Fi Internet access, chances are good you could lose them.

There you have it. Not only the reason that live events are so important to you and your company from a brand image and business development standpoint, but all the things you need to be sure and focus on as you’re planning and executing your events. What do you think? Is there anything that’s on your must-have list that we didn’t cover? If so, we’d love to hear your tips.