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Keri Ibbitson on Elevating Experience through Thought Leadership and Regional Events




Speakers

Keri Ibbitson, Head of Events for Philips

Alejandro Garcia-Amaya, founder of AnswerBite, host.


Speaker quote

I love the main stage moments. We did one with Philips CEO who was on stage at a major health event and the energy that it drove during the event and the morale it drove for our team on site was incredible. (...) It may have happened at the event, but the content we got out of that created a culture and a narrative that we were able to keep going through the rest of the year. - Keri Ibbitson, Head of Events for Philips

Summary

Join our latest episode, where Keri Ibbitson, Head of Events for Philips, engages in a dynamic conversation with host Alejandro Garcia-Amaya on the art of event management. From fostering robust collaborations with stakeholders to the rising significance of sustainability, Keri delves into key facets such as building Thought Leadership and the evolving landscape of hosting regional events. Gain valuable perspectives on success measurement, customer testimonials, and the strategic deployment of resources.



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Strategically Repurpose Event Content For A Lasting Culture And Narrative


Maximize your content lifecycle by strategically repurposing it across platforms, extending its reach on socials, internal channels, and beyond, cultivating a lasting culture and narrative. 

Keri highlighted a significant moment when the presence of Philips CEO at a major health event energized and boosted morale for the onsite team. This impactful event generated a wealth of content that not only shaped their narrative for the current year but also played a key role in building Thought Leadership and defining the narrative for the following year. 


Actionable Steps

  • Identify key moments from events and repurpose them across various platforms, ensuring a consistent and impactful message.

  • Leverage event content for internal communication, fostering team morale and creating a cohesive organizational narrative.

  • Strategize to repurpose content not just for immediate use but also plan its integration into the year-long narrative, aligning with future goals.



Self-Reflection Questions

  • How can we identify pivotal moments during events that can be repurposed for maximum impact?

  • What channels within our organization can benefit most from the strategic repurposing of event content?

  • In what ways can we align our narrative planning with our long-term organizational goals?




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Enhance Accessibility Through Regional Events and Content Delivery


Beyond large-scale events, hosting regional events is a good strategy to minimize the need for extensive travel, making events more accessible, while still providing networking opportunities and learning experiences. Simultaneously, embracing a hybrid model, where sessions are recorded for accessibility, ensures the delivery of content to individuals, even if they cannot attend the sessions in person. 


Actionable Steps

  • Develop a strategy for creating regional touchpoints that bring events closer to diverse audiences, minimizing the need for extensive travel.

  • Integrate a hybrid model that records sessions, enhancing accessibility for individuals who cannot attend events in person.

  • Explore virtual networking opportunities and experiences for remote participants to ensure inclusivity and engagement.



Self-Reflection Questions

  • How can we strategically design regional touchpoints to effectively serve our diverse audience?

  • How can we enhance virtual networking to provide meaningful interactions for participants regardless of their physical presence at the event?




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Navigating Event Investments in a Budget-Challenged Era


Keri highlighted an industry-wide challenge post-COVID: a significant surge in costs for services and labor, not mirrored by corresponding increases in marketing budgets. To tackle this, event leaders should align investments with specific goals and audiences. Opt for strategic conversations over a one-size-fits-all approach. Consider targeted thought leadership sessions, for example, as a cost-effective alternative to large experiences, tailored to your goals and audience needs. 


Actionable Steps

  • Prioritize strategic conversations over a generic approach, tailoring event experiences to meet the needs of your audience.

  • Consider cost-effective alternatives, such as targeted thought leadership sessions, to achieve goals without exceeding budget constraints.



Self-Reflection Questions

  • Which cost-effective alternatives align with our goals and audience needs, allowing us to navigate budget challenges effectively?

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