Gther – the event experience platform built for a new era
The gther platform is an end to end event experience platform to host and manage engaging hybrid, in-person and virtual events. They redefine how people connect online and how they engage with brands.
gther needed a group of senior developers who had the expertise to tackle a complex architecture quickly and competently in time for their soft launch in October ’22.
CHALLENGE
Help gther meet their deadline for a critical live release by providing a team of experts in platform development.
APPROACH
GlobalOrange quickly scaled up a team of seniors with expertise in product management, architecture and development that worked closely together with gther’s team in London.
RESULT
A unique event experience platform with clients such as BBC Studios and Disney and with praising feedback from end-users. Nick Rosier, gther: “GlobalOrange’s expertise brought us where we are today with the platform. They are invested in the process and are really pushing to make the best product possible.”
The event experience platform built for a new era
gther is built to guide end-users from the very first touch point to the end. It’s all about the journey of the brand with a consistent approach, message and voice; starting with the very first moment they login. The event industry is pretty fragmented meaning that there is another solution for every step. The gther platform is trying to solve all of the above.
Using the CLEAR framework
Gther is keeping up their consistency in the following 5 areas:
C (creativity)
Because gther evolved from a creative agency they tried to build not only a plain event software tool, but to understand the creativity brands need to have. They built an environment where brands can have a personalised look and feel, creating a unique vibe.
L (lifecycle)
It’s beyond important to capture the whole experience of the end-user. When the beginning is not what you thought it would be, you might not convert as a user. Virtual events usually do not possess the same initial impact as a physical event but benefit from easily distributable resources and recordings for attendees to remember.
E (engagement)
At gther they believe that virtual experiences are more then just a one-way experience. By offering different events throughout the day like networking, private conversations and a broadcast for a keynote speech people will be more interested and engaged.
A (adherence)
In today’s world, staying aware of geographic and compliance regulations, appreciating the importance of sustainability and ESG, and using tools and platforms that adhere to these goals are all vital. Any data is subject to an increasing number of privacy statutes like GDPR and CCPA.
R (return on experience)
By linking event metrics to business objectives such as increasing brand awareness, generating leads, or boosting customer loyalty, gther can calculate an alternative metric: return on eXperience (ROX). Every brand is setting KPI’s at the beginning of an event to track the specific elements of their needs.
“The GlobalOrange team have brought a huge amount of expertise and knowledge to the table, far exceeding our expectations. Working in harmony with our in-house dev team, this has brought us to where we are today with the platform. The wide variety of products that GlobalOrange works on gives us the added benefit of bringing best practices and insight from other sectors. This is a powerful advantage.”
Success factors
Born within an agency gther already has some great clients. Brands like BBC Studios and Disney are using the software in various forms. Besides these clients who are very happy with the platform, they receive positive feedback from end-users. The most frequently heard feedback is that the platform is very easy to use; although there are a lot of functionalities it isn’t complex. And that may be the best feedback you can receive: if you build something really scalable you will need something that is simple enough so people can intuitively use it the right way.
A strong collaboration
The collaboration between gther and GlobalOrange was very streamlined from the beginning until the end. It involved close communication and mutual understanding of the goals gther wanted to achieve.
Nick Rosier, gther: “When we started working together, we didn’t expect the intangible value that GlobalOrange brought to the table outside of increased capacity. The GlobalOrange team have brought a huge amount of expertise and knowledge to the table, far exceeding our expectations. Working in harmony with our in-house dev team, this has brought us to where we are today with the platform. They are invested in the process and are really pushing to make the best product possible.“
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