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- Spiro™, the global brand experience agency for the NEW NOW™, launches the second theme of its innovative thought leadership program

The series educates marketers and event planners on how to adapt to the industry's continuous changes, meet audiences wherever they are, and create experiences that help brands build engagement, loyalty, and community.

LAS VEGAS, March 2, 2023 /PRNewswire/ -- The modern global events industry is nothing like it was a few years ago, and today's successful event planners and marketers are those who have learned not only to adapt to these changes, but to take advantage of them for the benefit of their clients. When Spiro™, the global brand experience agency for NEW NOW™, launched its n·Spiro™ thought leadership program late last year, it aimed to help event planners do just that. Spiro continues to do so with the release of the second issue of n•Spiro, titled "The Four Basic Principles: A Framework for the Future of Events."

The thought leadership program references lite documents, trend reports, pin drops, dashboards, interviews, videos, boardroom presentations, and other resources to identify areas of interest and relevance to the global industry of events. Its second theme delves into the four principles that are crucial to shaping impactful events that stand out, both now and in the future, and how each principle can help brands evolve and succeed in today's changing event landscape.

"In-person events have always played a critical role for brands to make authentic human connections," said Jeff Stelmach, Spiro's Global President. "However, consumers now want those human connections, regardless of how they attend or participate. The location of an event has become more fluid, and the very definition of 'event' has changed accordingly. The four core principles help consumers event professionals today understand these complexities and find effective ways to connect with their audience, wherever they are."

The four basic principles of the series are NEW NOW™, THERE-ness™, ARL™ (All Real Life) and Community (Community). NEW NOW refers to the constant evolution of the events sector. THERE-ness, for its part, refers to the concept that attendees of an event have the autonomy to choose when, where and how they want to participate in a specific experience, as well as the way in which they decide to do so.

ARL (All Real Life) emphasizes that event planners no longer need to distinguish between IRL, URL, or hybrid opportunities when planning events, as their audience now seamlessly transitions between digital and physical experiences. The fourth core principle, Community, shows marketers and event professionals how to create powerful connecting moments that make an impact during a meeting or event - and serve as a catalyst for ongoing connections that lead to the creation of new communities.

"At the end of the day, people attend events, but they join communities," said Beki Winchel, Director of Innovation and Thought Leadership at Spiro. "The Bottom Four principles provide a framework that helps marketers, events, and brands design events and experiences that meet customers, employees, and other audiences where they ARE. Empower people and position companies." brand experiences as catalysts for connections that become thriving communities.

In addition to insights from Spiro professionals, n Spiro's thought leadership program includes insights from brand experience leaders from across industries and explores a wide range of topics that help brands forge deeper relationships with their public.

Upcoming topics will explore everything from how to integrate the seven most important human needs into event and experience design, to how brands can continue to build a relationship and community with audiences long after attendees have returned to their daily lives.

To learn more about Spiro and the agency's leading leadership program, n•Spiro, visit ThisIsSpiro.com/nspiro.

www.ThisIsSpiro.com

Media Contact: Ashley Serafinaserafin@thisisspiro.com

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