In the bustling world of conferences and trade shows, there's a quiet shift taking place—one that goes beyond traditional expectations and places the attendee experience at the forefront. It's not just about PowerPoints and handshakes anymore; it's about creating an experience that elicits responses like, "Wow, that was refreshing!" or "I never knew conferences could be this fun!"
This evolution is marked by purposeful activations, strategically tailored to the unique needs and interests of the audience. A great example of this deliberate approach unfolded at the 48th annual ONS Congress.
Understanding the Audience: Oncology Nurses Seek More Than Education
The ONS Congress, the nation's premier oncology nursing conference, welcomed nearly 3,000 resilient nurses who have valiantly navigated challenging times to support cancer patients and their families. Acknowledging that these professionals are seeking more than just education, Shepard, working in close collaboration with ONS Marketing, transformed the conference into an interactive experience aligned with the organization's wellness-themed mantra: "Rejuvenate. Refocus. Revitalize."
Activations Aligned With Audience Needs: A Purposeful Approach
Shepard's approach was purposeful—it went beyond the standard conference fare to create activations that resonated with the specific needs of oncology nurses.
Zen Den: A Holistic Resting Point
The revitalized Zen Den functioned as a green sanctuary for attendees, giving them a place to unwind, interact with therapy dogs, and partake in grounding stretching led by certified instructors. More than a refreshing break, the Zen Den recognized the inherent stress of conferences and emphasized the importance of having designated spaces for relaxation and recharging.
A Cookie Printing Station and a Mariachi Band, Because Why Not?
Paradoxical as it may sound, part of purposeful design involves building in moments for whimsy and novelty. The cookie printing station ticked all of those boxes. Attendees could use an edible printer to print their likeness onto sugar cookies, adding a sprinkle of whimsy to the event.
Likewise, the mariachi band that greeted attendees at the entrance—a nod to host city San Antonio's rich Mexican-American culture—brought a touch of joy and soulfulness to the professional setting, setting the tone for things to come.
Transforming the Conference Landscape: A Holistic Approach
Shepard's intentional design choices, such as a soothing color palette of greens and blues, engaging corners, and unexpected delights, played a key role in fostering a sense of community and interactivity.
The event's success underscores the impact of purposeful activations, proving that conferences can be more than just information transfer—they can be powerful agents of rejuvenation and connection.
