Using Events and Customer Co-Creation to Drive Product Innovation

Lauren Taylor on 1/23/17 2:05 PM


Designing in-event activations that allow consumers to create experiences with a brand helps to increase consumer engagement, drive loyalty, and build trust. But what if you used events as a way to let consumers do more than just co-create a branded experience with you?

In-person events are also a great opportunity to glean consumer feedback and insights about your product. Of course, you can (and should) continue to email surveys to your customers and conduct product marketing calls to identify their pain points. But an in-person event might be the only time you get to see your customers or prospects interacting with your product—so use it to your advantage. In-event activations don’t have to simply focus on allowing consumers to co-create an experience with you; they should also encourage them to co-create your product with you.

This is a sneak peek into the content of our webinar, Innovating Your Event Experience in 2017. To learn more or watch a recording, click here

What this kind of in-event activation looks like is heavily dependent on your product, but all companies can reap the same benefits from live-time consumer feedback. By interacting with your customer in-person while simultaneously asking them for feedback about your product, you will create a cyclical snowball effect that will serve to only benefit both you and your consumer.

While you will you gain valuable insights into what your audience is looking for, consumers will value the fact that you trust their opinions. And once you’re able to use their feedback to make changes to your product, you’ll have an improved product and a happy consumer base. The happier your consumers, the more brand evangelists you’ll have, and the more willing they will be to give feedback in the future—and they cycle will continue.

Of course, this is all much easier said than done. If you want more information about how you can use events to co-create your brand and product with consumers, watch a recording of our webinar, Innovating Your Event Experience in 2017. The webinar features guest speaker Ja-Naé Duane, the Managing Director of Innovation for the Revolution Factory and co-author the best-selling book, The Startup Equation. 

The webinar covers: 

  • How experiential marketing drives innovative ideas and revenue
  • Why experiential is key to developing a connection with consumers
  • The importance of co-creating your brand with consumers
  • A data-driven approach to measuring event experiences
  • … and much more!


Event pros, how have you used events to drive product innovation? Let us know in the comments below, or tweet us @eventfarm!


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