Introducing the B. Inspired Event Series

Get ready to B. Inspired

Each quarter we bring together small groups of senior event, marketing and communication professionals from our vibrant community to connect and discuss the latest trends and challenges. Together, we can uncover new pathways to elevate our presence, engage our audiences, and build lasting relationships. Overall, the aim is to stay ahead of the curve in the dynamic world of communications and brand experiences.

Event #1

For our very first session, guests were invited for a morning at Soho House. At the top floor of the exclusive location, guests were welcomed with a breakfast spread — a great environment for some thought provoking content, discussion and insights to take place. 

Behavioural Science: The Secret Weapon of Marketing and Events

Lea Karam, award winning Behavioural Scientist, led the session sharing how consumers are irrational, driven by emotions, and as a result over 50% of actions don’t match their intentions. However, this behaviour can be predicted.

As communications professionals, we need to go beyond demographics to reach our audience and grab attention in a world of crowded consumer-centric platforms. This is where a blend of behavioural science and data can unveil segments and help us understand consumer behaviour.

The crowded online world presents an opportunity we have never had before — access to billions of data points and insights our human eyes can’t analyse. Predictive AI is a key tool that has the power to enable insight driven marketing and events. Analysing a target audience’s personality or sentiment towards a brand can direct small changes, which can lead to big results.

Impact

“Getting everyone back in the room, having the opportunity to talk through their ideas, share knowledge and just make those kind of connections that you just can’t make on a zoom call.” 

Interested in attending the next event? Get in touch.