Redefining the B2B Conference as an ‘Experience’
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TheStadiumBusiness ASIA and TheTicketingBusiness ASIA are the newest members to Xperiology’s B2B meetings portfolio. Aligned with our existing European meetings, they have a total focus on quality. That means quality attendance, quality content and quality connections.
But how do we consistently deliver something different – and more effective – than the ‘tired, old B2B trade show’ model?
Trying our approach on a completely new audience, in a new market has provided the best test to date. All of our delegates (guests please) were – in effect – new to us and our approach. Based on their attendance at other conferences, they would undoubtedly have preconceptions of what TheTicketingBusiness ASIA 2024 or TheStadiumBusiness ASIA 2024 will be like. We like to think that we challenged all of these.
At Xperiology we’ve always showcased a pioneering approach to B2B conferences, placing ‘experience’ at the forefront of ‘engagement’. It’s less about attendee numbers, and more about the value of the connections.
With immersive formats, curated networking, and a shift towards interactive, purpose-driven content, these events set new standards.
Attendees didn’t just connect. Instead they engaged in a seamless experience reflective of both regional cultural values and global innovation.
“By making experiential design central to engagement, Xperiology redefines B2B events, proving that impactful connections transcend traditional conference programming”, says Xperiology Founder and CEO, Ian Nuttall.
The team at Xperiology has developed an event format to maximise connections across the conference days (and nights). For us, the event recipe must include:
- Curated Content – Assemble a world-class speaker lineup of those who are disrupting and re-imagining the Asia-Pacific market to share, debate, discuss and decide the future of live entertainment, sports and attractions ticketing, and venue design and operations, respectively. Avoid ‘death by Powerpoint’, enlist new formats for presentations, invest in AV/screens and audio production, encourage pre-event discussions… and always offer more time to talk;
- The Marketplace – Our dedicated networking area – where all refreshments and lunches are served – ringed by a curated mini-expo of ‘best in class’ product and service suppliers on ‘demo-pods’ showcasing the latest innovations and solutions. In old parlance, a town’s Marketplace was the centre of commercial and cultural dealings. We’ve re-purposed it for 21st Century B2B visitor needs;
- Networking Socials – Include a full social programme, from an informal kick-off Welcome Reception (this year it was on the new rooftop bar overlooking Asia’s largest new sports and entertainment destination) through to ‘tourist experiences’ (such as the Junk Boat harbour cruise, or Calligraphy artists creating unique souvenirs for our delegates to take home) and what we call the Busman’s Holiday items (ie stadium tours for stadium folk, box office visits for ticketing folk, looks backstage the promoters and producers…);
- Food & Drink (and WCs) – The hospitality mantra that guests remember their visit for the coffee and the toilets still holds true – perhaps even more so in this era of ‘curated culinary experiences’. We spend a lot of time on menus, encourage live cooking and get tea coffee machines – and we definitely ramped up the facilities this year with a brand, new luxury hotel.
- Connections (wrapped in Service) – Often, people buy a delegate pass based on the conference programme. But they re-book based on who they met and the value they took home. We don’t do Apps for intros. We do handshakes. We’re in the people connection business – and honestly, our delegates often prefer to get away from their devices when at our events…. When conversations flow, that’s when the magic happens. And that eye-to-eye moment, in person is worth more than a hundred Zoom or Teams calls.
The feedback gathered from first-time participants after our recent Asia editions suggests this is still a winning recipe.
Ranjit Barthakur, Chair of leading IPL team Rajasthan Royals remarked, “Our discussions were exceptionally enlightening, and I truly value the insights and perspectives TheStadiumBusiness ASIA 2024 provided. We met some amazing people. Thank you for inviting us to be a part of this wonderful conference.”
Meanwhile, Luke Woolley, Regional Director APAC at OnePlan, noted: “You organised a fantastic conference. Congratulations to your team for fostering an environment that encourages proactive engagement through conversation starters introduced by your speakers.”
Another first-time visitor to an Xperiology experience was Lukas Daxer, APAC Development Manager for SKIDATA who posted: “TheTicketingBusiness ASIA 2024 was an event filled with insightful sessions, innovative ideas, and meeting the fantastic people in our ‘goose bump business’! A huge thank you the team at Xperiology for putting together such a well-organised and impactful event.”
And the Xperiology team is not done innovating in our B2B conference space.
Looking ahead to our 12th annual TheTicketingBusiness Forum next April, we have introduced another game-changing twist.
This year, we’re handing the reins to The Advisors – our newly formed Programme Advisory Panel, an elite squad of industry leaders who bring unrivalled insights into every facet of discovery, sales, and fan engagement. They’re shaping an agenda that’s bold, practical, and future-focused.
Looking forward to your next ‘B2B networking experience? We are!
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