Interview - Liz Lathan
Co-Founder and CMO of The Community Factory
Full Interview-
Blog
Liz Lathan
In a world increasingly shaped by digital interactions, the value of genuine human connections has never been more apparent. Recently, we had the pleasure of interviewing Liz Lathan, the Co-Founder and CMO of The Community Factory. Liz is a visionary in the world of community-building, and her insights are nothing short of inspiring. Liz firmly believes that shared experiences are the bedrock of meaningful connections. With this conviction, she co-founded The Community Factory to assist marketing and event professionals in infusing their gatherings with a lasting sense of community. Her mission? To ensure that the connections forged during events continue to thrive long after the final toast. Join us as we dive into our conversation with Liz and discover how we can reshape the way we approach events and connections. This is one conversation you won’t want to miss!
Liz Lathan emphasized the critical role of the welcome experience in events. Drawing on her extensive background in corporate event planning, Liz urged a shift in focus towards what transpires within the event space. Liz highlighted the often-overlooked welcome experience and proposed a transformative approach. She challenged the notion of long, impersonal registration lines and envisioned a space where anticipation and connection thrive. Drawing from Disney’s interactive lines, Liz envisioned a scenario where waiting becomes an engaging introduction. She suggested exhibitors become part of this immersive experience, offering attendees a taste of what awaits. Culinary delights could add a sensory dimension, with attendees treated to treats like churros or cotton candy. A paparazzi line capturing attendees’ red-carpet moment could further enhance the welcome.
When discussing the potential inclusion of vendors in the welcome experience, Liz Lathan envisioned it as an exciting preview, similar to the amuse-bouche at a fine dining establishment—a bite-sized introduction that stimulates the appetite for what lies ahead. She acknowledged the importance of preserving the badge-scanning process, suggesting that the Expo Hall not serve as the primary line route.
Liz also proposed imaginative ways to prime attendees for the content-rich experience ahead. Strategically placed digital screens could serve as informative touchpoints, providing a sneak peek into what the event has in store. Drawing inspiration from a recent visit to Epcot Center, Liz recounted an engaging race car experience sponsored by an automaker. The queue served as an unexpected learning opportunity, with details about wind tunnels and race car mechanics seamlessly woven as part of the experience. By the time attendees reached the end, they had unwittingly absorbed a wealth of knowledge, demonstrating the power of education through engagement.
When delving into the concept of a red-carpet experience for everyday attendees, Liz Lathan relates it to the iconic Oscars event. She proposed integrating this glamour into the opening moments of events. In the context of a hybrid event, she envisioned cameras capturing the excitement as attendees arrive, and receive their badges and event swag. The live stream would allow attendees to share in the anticipation and connect virtually with friends also attending. It’s a dynamic way to foster a sense of camaraderie and infuse a touch of Hollywood glitz into the event experience. The result? A thrilling and memorable start to the proceedings.
Liz also sheds light on an often-overlooked aspect of events—the closing moments. She expresses her disappointment with how attendees tend to scatter prematurely, missing out on what could be a powerful conclusion. She advocates for a collective, memorable farewell that leaves a lasting impression. Drawing inspiration from Jesse Cole’s post-game promenade with the Savannah Bananas, Liz envisions a dynamic exit experience. Imagine keynote speakers offering autographs, authors selling their books, and exhibitors giving away their remaining goodies. Attendees leaving would feel a sense of celebration and gratitude, carrying a piece of the event with them. Liz also encourages event planners to consider local gifts as part of the exit experience, providing a meaningful touch to conclude the event. The aim is to transform the departure into a final “trick-or-treat” moment, ensuring attendees leave with a sense of fulfillment and cherished memories.
Liz also addresses a common challenge during events: keeping exhibitors engaged until the expo floor closes. She emphasizes the need for well-structured opening hours, creating bursts of activity that energize attendees and exhibitors. Additionally, she stresses the importance of a compelling closing event, uniting all participants and providing a valuable networking opportunity for exhibitors. By developing a dynamic environment, organizers can ensure the expo floor remains a lively setting throughout the event.
Liz proposes inventive approaches to enliven the Expo Hall experience. She suggests integrating meals into the space, using playful ideas like apron-equipped dining to encourage movement and socializing. Liz also advocates for a progressive Expo format, where attendees engage with exhibitors while enjoying their meals. For smaller exhibitions, she emphasizes strategic timing to maximize impact, avoiding overlaps with major sessions. She recommends integrating content sessions within the Expo Hall, offering a balanced mix of exploration and education. Additionally, she highlights the trend of pre-planned one-on-one sessions, a strategic shift from the conventional approach to booth interactions. This ensures meaningful connections over the traditional “spray and pray” approach.
Liz also talked about why attendees need to be fans. She outlines the importance of nurturing two distinct groups within a community: the “fans” and the “locals”. Fans, as Liz describes, are individuals who engage with the content, wear branded merchandise, and share their experiences with others. They create a sense of belonging without requiring an extensive commitment to the brand. On the other hand, locals are deeply involved members who possess in-depth knowledge, serve as welcoming ambassadors, and actively facilitate connections within the community. She stresses the vital role of both fans and locals, emphasizing that each contributes uniquely to the event’s success. Fans provide diversity and a sense of spontaneity, while locals ensure a strong, intimate connection within the community. This balanced dynamic fosters a thriving and engaged event community.
Liz Lathan champions the creation of moments where attendees can organically connect, fostering shared experiences that go beyond the screen. While acknowledging the importance of technology for seamless operations, she advocates for a more judicious approach. Not everything needs to be digital; some elements can be left to serendipity. She emphasizes the significance of engaging keynote speakers who captivate and interact, ensuring that attendees remain present and engaged. She suggests reimagining keynote sessions to be more interactive and workshop-oriented, emphasizing the value of networking. By incorporating interactive elements reminiscent of community engagement, events can strike a balance between content and connection. Ultimately, she reminds us that people attend events not solely for the content, but for the invaluable opportunity to connect with others. It’s a call to design events with a renewed emphasis on human interaction.
When asked about the importance of breaks in between sessions, Liz stresses that breaks should be seen as opportunities for genuine interaction and engagement. Rather than utilizing breaks for a quick snack and restroom visit, Liz proposes a more immersive approach. She envisions breaks becoming moments of collaborative activity, aligning with corporate social responsibility initiatives. This could involve team-building exercises like building bikes for donation or decorating skateboards for children. By transforming breaks into engaging experiences, events can create lasting connections and foster a sense of camaraderie among attendees.
The Community Factory, a company co-founded by Liz, is a venture dedicated to enhancing connections at events. Their approach involves reviewing event agendas to identify opportune moments for serendipitous interactions. Liz identifies a sad challenge faced by many attendees: the isolated experience of standing in line, glued to their phones in search of connection. The Community Factory addresses this by deploying its brand ambassadors to proactively welcome attendees, bridging connections from the get-go. Even in scenarios with touchless kiosks, their presence ensures a warm welcome and immediate connections.
Liz shares the fascinating research they did in 2021, revealing the pivotal role of specific emotions in creating environments conducive to deep connections, particularly in a business environment. She and her business partner, Nicole, initially believed it was happiness, given the uplifting nature of their events. However, their study unearthed five core emotions essential for connection.
Hopeful: Leaving with a sense of optimism for the future.
Active: Actively engaging attendees in the event.
Accepted: Creating a feeling of belonging.
Adventurous: Infusing moments of excitement and novelty.
Motivated: Inspiring action and continued connection.