If your company is home to different brands and hosts events for each one of them, then you will have realized how hard it is to create events. Different brands mean different styles, different attendees, and different needs. Quickly you start to see just how complicated it can be to host these events, let alone have the time to provide a valuable event experience that is second to none.
But let’s face it, for any type of event you’re hosting it needs to be memorable. Because the reality is that when events aren’t memorable, your attendees are never going to come back and you won’t have achieved whatever you set out to do (whatever that may be).
So, you’re probably thinking “well, what’s a memorable event?” And to put it simply, that’s providing your attendees with an out of the ordinary experience that adds value. In other words, designing a sensory experience that brings the attendee into a lasting and meaningful relationship with your brand.
The good news here is that there’s a whole variety of options out there (we’ll discuss those in a moment), meaning that the world really is your oyster. The not so good news is that you’ve got to find these options and then execute them to perfection. But fear not, as we’re going to show you what’s required and how to do it.
📌 Step 1. Get your attendees to do unusual things
There’s no doubt that the most difficult thing to do at any event is to keep your attendees engaged, especially when you look around and see the number of people fixated on their phones.
This is why rule number one should be to encourage your attendees to keep their phones in their pockets. Instead, you should focus on doing things the old fashioned way by engaging them with different types of activities.
Giant Jenga, Lego, and Have You Met…? are all great examples of how you can create active participant engagement at your different brand events. Not only does this create a positive group environment, but it also makes the event more engaging and when that happens attendees will be off their phones.
📌 Step 2. Take good advantage of the location
The list of things to consider when choosing your venue is endless and at the top of the pecking order should be the location. Of course, the location needs to be accessible with good transport access but that never makes an event memorable.
So to really take advantage of this, you need to find a location that encapsulates your brands. For example, if you’re a fashion brand you could hold the event in a modern art studio, or if you’re hosting an architecture conference you could hold the building in a skyscraper.
It’s also worth noting that, this is likely to be the first time that your attendees will be visiting the city, so take into consideration any special food, music, or general culture that can complete your event.
📌 Step 3. Space is everything. Make use of unorthodox venues
such as wine cellars, farms, and airplane hangars.
The venue layout can inform what the flow of your event will be so you can help plan experiences along the way. For example, if you want attendees to explore and discover something new at the event, a venue that has many levels (like a museum or a library) would be a great setting.
One last consideration when it comes to selecting a venue is the facilities. The experience you plan on creating will demand different event amenities. For example, if your event is heavy on the decor side, a venue that is more of a blank canvas will work well versus planning in a venue with built-in design.
📌 Step 4. Provide a few holistic and well-being experiences
Creating a memorable event for your attendees requires you to always show them some tender loving care and the best way of doing this is to provide holistic and well-being experiences.
With such a huge emphasis on health and wellness with attendees, providing activities can be an instant winner. Examples include laughter yoga, runs, and even Zumba. But whatever it is that you choose, the main takeaway here is that you’re showing how much you care about them. And you’re also creating an environment that encourages participation and engagement.
📌 Step 5. Offer an unforgettable catering experience
Like it or not, food plays a big part in every event. And whilst we all know it probably it shouldn’t, it goes a long way in transforming an event from normal into unforgettable. Doing this requires you to think outside of the box (no more canapes) and get creative.
Food is a great way for your attendees to get interactive and you’ve got plenty of options to do this. The first is to pull inspiration from the local city and weave it into your event. Is there a must-try cuisine that could work well with your brand experience’s catering menu?
Understanding how your caterer (or your venue’s preferred caterer) can deliver on your vision for food and beverage will contribute to the brand experience you’re building. Another option you have is to invite an award-winning chef and whilst this might be a lot more expensive, it’s great if you really want to push the boat out.
- Creating a memorable experience for your attendees is all about designing a sensory experience that brings the attendee into a lasting and meaningful relationship with your brand.
- To deliver this every aspect of your event needs to be out of the ordinary and provide value to your attendees. It needs to represent everything that your brand has to offer and this has to be communicated with clarity to your attendees.
- These aspects can be broken into two parts. The first is the location and the venue which should provide the perfect environment for your attendees. The second is the attendee experience with unusual activities that should encourage participation and engagement.