Event Marketer Summer 2023 - 6

SPONSORED CONTENT
GOING 'BEYOND
THE ROOM'
THROUGH CCXD™
(COMMUNITY-CENTERED EXPERIENCE DESIGN)
How to use brand experiences & events
to build thriving, persistent communities
through a four-phased approach.
POWERED BY
Amy Blackman
Futurist & Innovation Strategist
Spiro
As audiences continue to crave the feelings of togetherness & connection that were paused during the pandemic, many event marketers are
taking a broader look at their event portfolios to consider how their live experiences can become better catalysts for vibrant communities that
stay connected, engaged, and-the gold standard-participating all year long.
Delivering a community-generating event requires a unique approach. The experts at Spiro, the global brand experience agency for the NEW
NOW™, have developed a framework called CCXD™ (Community-Centered Experience Design) that positions events as spaces for communities to
spark, thrive & grow.
Spiro's point of view is that events, either in person or remote, are incredibly powerful opportunities to develop connections that last far beyond
when the event ends. Traditional approaches focus on the event itself & not what happens when people go back to their day-to-day routines. The
following questions are at the heart of Spiro's new CCXD approach:
* How will a brand be optimally positioned to connect with people?
* How will a brand foster connections between people?
* How can a brand deliver connections that continue after the experience ends, so that audiences remain engaged & participating?
We talked to Amy Blackman, Futurist & Innovation Strategist at Spiro, who broke down ways to apply the framework to your events, how you can
be responsive to audience expectations & what dividends you-and your communities-will reap as a result.
Ready to unleash the power of an evergreen community on your events? Read on.
Event Marketer: Before we get started, Amy, tell us about your role.
Amy Blackman: Sure! I'm a futurist & innovation strategist at
Spiro. It's kind of an unusual title, so I'll explain a little bit about
what I do. I float between all the functions-marketing, sales, people
& culture, strategy, creative-and the larger world. My job is
to think about business from a macro perspective & to think " on "
Spiro's business. What are universal shifts in human and consumer
behavior & how can we harness solutions for our clients to get ahead
of them? I incorporate a little bit of macroeconomics, behavioral
economics, & global policy, looking at how they're impacting how
we live, work, transact, socialize, meet, travel, engage, communicate
& connect.
6
EVENT MARKETER SUMMER 2023
EM: What are some universal shifts in consumer behavior you're
seeing right now?
AB: I'll start by what is a constant, rather than what is shifting. The
desire for connection & the drive to belong to community. It's coded
into our DNA, it's universal & it's what makes us human. Consumer
behavior will always reflect this drive.
As for what is shifting: In our increasingly isolated & technology-driven
world, we are in a state of connection & community deficit. It is critical
that brands & organizations become more intentional & systematic
about how they function as facilitators of connection. Brands can be
part of the solution to pay down our deficit by delivering connective
moments & experiences, thereby becoming the catalyst for community.
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Event Marketer Summer 2023

Table of Contents for the Digital Edition of Event Marketer Summer 2023