How Briefing Centers Elevate Operations and Act as an Extension of Your Brand (New Podcast)

Engaging experiences aren’t just for traditional leisure spaces where consumers live and play.

More and more, corporations are adding briefing centers, which are themed, immersive spaces where visitors are encouraged to interact with products, brands, employees, and more.

These briefing centers act as an extension of a brand, offering a key way to support the overall brand or message while also leaving a lasting impact on visitors.

Better yet, these key touchpoints aren’t confined to the Fortune 500 juggernauts of the world – they can work for any operation, particularly when designed with the help of a leading audiovisual solutions integrator and designer like Electrosonic.

While the COVID-19 pandemic has changed the way these briefing centers are approached, at least temporarily, the desire to conduct in-person meetings is still alive and well, and measured steps can be taken to both ensure briefing centers provide the same engaging experience as always without sacrificing safety and peace of mind.

On a recent episode of Fusion, the Electrosonic podcast, AVIXA Young AV Professional of the Year 2020 and Electrosonic Experience Technology Consultant Sean McChesney and experience center veteran and Electrosonic Enterprise Account Manager John Kolesar discussed their takeaways from the recent Association or Briefing Programme Managers conference, Electrosonic and other integrators’ role in these key spaces, and how they’re adapting to the impacts of COVID-19.




Key Takeaways from the APBM Conference

Kolesar said APBM events are a great opportunity to network and share best practices surrounding briefing centers and their future, a role that took on even greater purpose this year during the association’s first ever virtual conference.

In this challenging environment, Kolesar and McChesney said the opportunity to collaborate with other industry professionals on how best to navigate the next normal and deliver the same level of engaging experience as prior to the pandemic was invaluable.

Key takeaways and topics included:

  • The Importance of Virtual Briefing Platforms
    Organizations were forced into adopting or upgrading virtual briefing platforms in the wake of the spread of the novel coronavirus. However, like many aspects of the current operational landscape, this could be a “sticky” solution ready to serve briefing centers for years to come.

  • Physical Measures for In-Person Briefings
    As the world collectively moves toward a wider reopening, physical briefing centers will be put back into use – but will also need to be navigated carefully. Everything from touchless technology to best practices for physically getting guests and employees into the same room while practicing social distancing will be critical.

  • Overall Optimism
    Kolesar and McChesney agreed that, despite the current climate, the value of in-person briefings has not changed, and both said it was inspiring to see the briefing center community come together and tackle the big questions surrounding that return to in-person collaboration at this year’s conference.

 “It’s inspiring to know we’re all together on this roadmap to get back to normal,” McChesney said.




How Integrators Help Shape Successful Briefing Centers

The most critical component of a successful briefing center, Kolesar said, is integrating technology in a way that supports the overall mission of boosting brand awareness and impact while creating a truly special experience.

“The best interactions are done when there’s technology in place that supports the brand or message to create lasting memories for the customer,” he said. “We want visitors that leave to really feel empowered to work with the client (and) understand what they’re doing.”

The role of an integrator and partner, then, is to ensure that the right AV solutions are in place to engender the creation of a collaborative, comfortable and engaging space that allows visitors and employees to interact seamlessly with the tools and solutions on hand. Like any successful experience, it’s not about the technology being the superstar – it’s about how the technology can play a supporting role in delivering unprecedented collaboration and results.

Decisions surrounding layout, AV solutions and more are particularly critical in the case of smaller operations. Both Kolesar and McChesney said they believe operations of any size can leverage briefing centers to tremendous effect, but it takes attention to detail and a commitment to maximizing smaller spaces through technology and more to ensure the finished experience delivers.




The Role of the Briefing Center in the Next Normal and Beyond

Looking ahead, both Kolesar and McChesney said that, despite the current requirements and best practices for remaining safe during the COVID-19 pandemic and into the next normal, the role of briefing centers isn’t set to be diminished any time soon.

“Even though there are many challenges to be addressed around these issues,” McChesney said, “people are looking forward to getting back to doing in-person briefings. The value of in-person collaboration has not changed. Our role as a supplier is to work together in a partnership capacity to address immediate concerns and transition that back to full-on collaborative, in-person sessions.”

In fact, briefing centers can play a key part in delivering the foundational trust and security that people look for when embarking on a new business relationship.

“Business conditions are always challenging and always changing, especially with COVID, so I think it’s really important to have that safe environment where people can come together and have ideas,” Kolesar said. “It’s really an integral part of the sales process – building trust and relationships with your clients, partners and employees. It’s something that really helps every business.”

The aforementioned virtual platforms could play a central role in reopening efforts, offering a way to utilize physical briefing spaces that have been transformed into “hybrid” experiences the promote safety and peace of mind without sacrificing engagement or stakeholder count.

In addition, touchless technology and solutions enabled by RFID, gesture technology, computer vision and AI to enforce social distancing, lighting cues, virtual reality experiences, key integrations with existing building management capabilities, and much more can be integrated into briefing center strategies to promote safety and security.

To learn more about how Electrosonic can help plan your next briefing center with the next normal and beyond in mind, contact us today.


What's your perspective?

Tell us the topic you would like to hear more about

More Perspective

The Metaverse: A world of opportunity

When Gartner cites the metaverse as one of its top strategic technology trends for 2023, the technology has to be taken seriously. Indeed, according to forecasters, it looks like big business for...


Dark Rides, The Next Generation (Part 2)

In an earlier blog, Dark Rides – The Next Generation – Part 1, we explained the importance of upgrading dark rides to meet increasing visitor expectations and explored the three key trends –...


Dark Rides, The Next Generation (Part 1)

Dark rides have been an important and popular attraction in theme parks for generations, but now experiential technology is taking them in exciting new directions — and the new generation of rides...


The evolution of the video wall

Video walls as art - How far can LED technology take the video wall? Video walls have reached an exciting tipping point. The latest developments in LED video walls are helping designers create custom...


How to Use AI to Augment Your Creative Potential

Artificial intelligence (AI) isn’t the stuff of science fiction anymore. In fact, it’s powering billions of processes and workflows for companies worldwide. It’s become a key component in almost...


The Future of Onsite AV Support

The world of audiovisual technology is changing, and effective design, planning, engineering and installation of a holistic AV solution is now a prerequisite to doing business in an increasingly...

6 MINS office-shakehands

Planning to Hire an AV Company?

Exceptional projects demand an exceptional team. When engaging an audio visual (AV) solutions provider with so many companies out there… how do you choose? From design, to procurement, commissioning...


Are You Ready for ISE?

Taking place in Amsterdam February 11-14, the Integrated Systems Europe (ISE) exhibition is a premier event focused entirely on audiovisual (AV) and systems integration. If you have a project on the...


Is Your AV Deployment Secure?

The need for security impacts everyone. And, unfortunately, unmonitored access points can quickly lead to a costly data breach. The massive Target breach from a few years ago was the result of an...


Does 5G Matter for Your AV Deployments?

If you pay even the slightest amount of attention to technology trends, you already know that the hype around 5G is rapidly gaining steam. The question is what does the eventual movement from current...


Looking Back at a Decade of Opportunity

Each time we hit a new decade, it is always fun and often rewarding to take a look in the rearview mirror to see how the company has progressed. The past 10 years represent a decade of significant...

2 MINS iStock-1152574617

What's on Your Wishlist?

Do you have a project on the horizon? Is your goal to captivate your audience? In the spirit of the holidays, we have created a wish list of the qualities a company should consider when selecting an...

2 MINS james-pond-XO9uCZZaipE-unsplash

Dark Rides Expand Branding Opportunities

Brands are more important today than ever before. Why? Today’s consumer likes to relate to a brand – it is part of the experience they desire. This is true whether they are buying a product or...

2 MINS iStock-165683086

Dark Rides Protect Your Park's Future

Nostalgia has its place even with the Millennial crowd. There is something comforting about a known experience. It helps the guest even temporarily relive cherished childhood memories. That is the...

3 MINS dtorlando-01_(1)

7 Things You Need to Do During IAAPA

There is a lot of excitement at IAAPA, and without a plan the entire experience can quickly become overwhelming. Sensory overload is always a real possibility! Having participated in these events for...

5 MINS blog-image-01_(1)

Are You Ready for IAAPA?

As the attraction industry’s biggest expo, IAAPA is always a great opportunity to shine a spotlight on what we have done over the past year, as well as a time to meet with existing and prospective...

2 MINS iStock-863497498

Do You Really Need an AV Consultant?

As the experience economy continues to mature and evolve, it is has become increasingly more important to embrace creative and meaningful ways to visually interact with team members and customers....

2 MINS iStock-1093674926

Are You Ready for AV-As-A-Service?

The cloud-based as-a-service market has been one of the fastest growing sectors over the past 5 years. So much so that it’s estimated that organizations will spend $94.8 billion on these cloud-based...

1 MINS iStock-658188828

How Interactives Can Become Viral

We have talked in detail about the significant role that interactive audiovisual deployments can have as guests engage and ultimately embrace the immersive experience. What we haven’t discussed is...

1 MINS iStock-911030486-1

Addressing Learning Disabilities

Today’s educators are far more in-tune with the need to adjust lessons to meet individualized student needs. Addressing learning disabilities is a prime example.

2 MINS iStock-1065240764

Future of the Digital Workplace

The digital economy is here and with it comes a new way of conducting business. Technology is at the core of almost every job. Smart offices have become the norm with an influx of highly interactive...

2 MINS shutterstock_576827212

Collaboration and Communication

When properly leveraged, audiovisual (AV) technology is at the core of most highly effective collaboration and communications efforts in today’s digital world. After all, AV technology has the...

2 MINS podcast imageNEW-01

Unpacking the XR Revolution (New Podcast)

We are in the beginning stages of a true revolution – the extended reality revolution. Although some components have been around for a handful of years, the current level of maturity, understanding...

3 MINS iStock-169938237-1

Why Businesses Favor a Huddle Room

The global market is rapidly evolving, and if organizations hope to compete – or better yet thrive – they need to rethink their physical environments. Gone are the work weeks where workers file into...

1 MINS iStock-1043605040

Reinventing Spaces: Retailtainment

Modern retail venues are constantly evolving – merging entertainment with shopping to create lifestyle destinations for people to shop, eat, drink, socialize and work. They are ultimately redefining...

2 MINS monitor-1054708_1280

Why Audiovisual Solutions Matter

In today’s digital economy, how businesses leverage technology is often a key differentiator. While various technologies play a role in fueling this evolving environment properly deploy audiovisual...

2 MINS elc400_N5_medium_(1)

What is a Huddle Room?

As Millennials started replacing Boomers, they brought with them the idea of open office environments. And, while these open spaces created an aesthetic the new professionals desired, it also shined...

2 MINS victor-garcia-qm9pHqVt7KA-unsplash-2-2

Optimizing Design with AV in Mind

When creating a distinctive structure for a client, it is easy to get caught up in the aesthetics of delivering a truly unique design capable of setting a facility apart from the pack. However, doing...

2 MINS jeshoots-com-722888-unsplash-1

Putting an End to Terminal Boredom

Airport terminals can be busy and heavily congested environments, especially during peak travel times. However, even though terminals are often filled with people rapidly moving from point A to point...

Scroll to Top