WORK THAT PLAYS: LESSONS FROM B2C FOR B2B SUCCESS

When MD at Chilled, Colin, took the stage at micebook Northern Edition, he flipped the script with his session, “Work That Plays: Lessons from B2C for B2B Success.” His message was all about shaking off the stiff collar of traditional B2B events and injecting a bit of boldness and fun back into the mix. Here’s a quick run down of Colins thoughts…

💡FEELINGS MATTER

Colin made a strong case for leading with emotion, not just information…
If your audience doesn’t feel anything, they won’t remember a thing.  And in a sea of samey conferences and cookie-cutter brand activations, forgettable is the last thing you want to be.

🎢 B2C ISN’T JUST FLASHY – IT’S CLEVER

We live and breathe B2C-style experiences at Chilled, so we know how powerful immersive environments, storytelling, and sensory details can be. Colin challenged the room to borrow some of that magic for B2B—because at the end of the day, we’re all just humans trying to connect with other humans.

📊 ROI STILL MATTERS, BUT SO DOES THE VIBE

Data is great. Bu brand affinity, loyalty, and genuine excitement don’t show up neatly in spreadsheets. They show up when people walk away buzzing, telling their mates, and wanting more.

🧠 THINK LIKE A CURATOR, NOT A CO-ORDINATOR

B2B isn’t about throwing information at people, it’s about creating moments that cut through. Colin urged event pros to curate experiences with heart, purpose, and a touch of unpredictability. People don’t remember slides. They remember how you made them feel.

🎉 AND FINALLY – PLAY ON!

Keep play in the process. The best ideas come when teams feel free to experiment, collaborate, and get a bit weird. If you’re not enjoying building it, why would anyone enjoy being part of it?

Want to know how we bring that energy to life? Lets talk. We’re always up for doing things differently.

Author
Jaron Hill, Creative Lead