Steve Welch on Centrifuge Media’s 360 Methodology
“We want to follow a methodology that will promote open, effective communication, and more importantly, make certain that we are aligned with your goals and objectives.”
Q: WHAT ARE YOUR PREDICTIONS FOR 2023 IN THE LIVE EVENTS INDUSTRY?
A: Now more than ever, there’s a huge appetite from attendees to get back to real and to have memorable experiences. Hybrid events will continue in some form, but in-person events are truly going to dominate in 2023.
A trend for the coming year would be the idea of inclusion. What’s common is, you see senior leaders on stage presenting for most of the meeting. It’s something we’ve been doing for a long time, focusing on more diverse representation across the whole organization and incorporating not only leadership but the boots-on-the-ground roles, so attendees can learn from their peers as well. For example, we may incorporate a team of sales reps to provide their insights live on stage or in the form of a pre-produced video.
Q: CAN YOU EXPLAIN THE 360-METHODOLOGY USED FOR CENTRIFUGE MEDIA’S CONSULTATIVE SERVICES?
A: We incorporate a production methodology at Centrifuge Media, and the name of it is SPIN. It stands for Strategize, Produce, Implement, and Nurture. We want to follow a methodology that will promote open, effective communication, and more importantly, make certain that we are aligned with your goals and objectives.
SPIN is a 360 methodology. Strategy is where we begin with the discovery and planning process. Understanding what the message is, what the takeaway should be, and getting everything needed to move forward with production.
When we move into production, we’re creating all the creative elements and planning for the technical needs that will be part of the live production.
Implementation is when we are implementing the program, when we’re having all the messages on stage, we are on location for the week, and things are happening.
After the meeting, the measure part is learning from what happened during that week, what worked well, what didn’t work well, and taking all that good stuff for the next meeting so that we have learned, we have collected data, and we know what to carry forward into your next event.
Q: HOW WILL CENTRIFUGE MEDIA’S 360-METHODOLOGY HELP CLIENTS PREPARE FOR EVENTS IN 2023?
A: The way SPIN relates to 2023 is that most of our clients have not done a live event in two and a half years. For many, it’s not necessarily going to be like getting back on a bicycle and riding. There’s going to be a lot of retraining, and learning. Folks that were comfortable on stage in front of 500/800 people are rusty. When we start our process of planning the meeting, (strategizing, producing, implementing, measuring), that’s all going to mean good things as we carry on through the year and people get more accustomed to doing live again.
Q: WE ARE SEEING THE NEED TO PUSH HIGH-QUALITY CONTENT AND VISUALS AFTER YEARS OF LOW-QUALITY ZOOM CALLS, AND WORKAROUNDS DUE TO COVID. WHAT SOLUTIONS DOES THE CREATIVE TEAM OFFER FOR QUALITY CONTENT AND HOW DO YOU FORESEE IT BEING USED?
A: We emphasize to our clients that quality is necessary for storytelling. Something as important and as powerful as a patient story needs the highest level of production quality possible. Believe it or not, it’s much more efficient and more of a cost savings to have a crew come out to your location or to bring your recording subject into a studio to record that way. Of course, planning is a huge part of that but it’s much easier to plan for a production team than it is to cobble things together in post-production, to try to make things work and get the best quality you can out of online platforms. Finally, we’re looking forward to a return to live and a return to high production quality.
