Memories and Experiences as an Event Design Strategy
Posted by Excollective on Aug 12, 2015
In our previous blogs, we stressed the importance of personalising experiences in creating brand activations. With event design, memories and experiences also play an active part in fostering and cementing recall and loyalty among consumers.
As emphasised in Pine’s and Gilmore’s concept of “experience economy”,1 businesses and event organisers should rise up to the challenge of staging experiences that sell with excellent design, marketing and delivery. Here are some tips on how to put focus on memory and experiences in event design:
Focus on emotions that play a major factor in heightening brand experiences and recall.
When we ask people something in the context of, “What is your most memorable…” we often see a spark of emotion in their eyes – and it’s because, as people recount their experiences, they also relive the emotion invoked by that particular moment.
What we don’t want to see in events is for attendees to be bored and disinterested; this disconnect easily diminishes (and ultimately, destroys) brand experiences and recall. According to Kevin Roberts, Saatchi & Saatchi CEO and creator of the marketing concept called lovemarks,2 highlighting brand values can instill love to consumers over product functions, incorporating mystery (through stories, inspiration and icons), sensuality (the five senses) and intimacy (commitment, empathy and passion) into any event or marketing strategy.
Interestingly, these are the same elements considered in experiential activations; bringing these forth to event design can ensure positive brand experiences and emotions.
Focus on specific buyer persona(s).
This is a no-brainer. Consumers will always be the heart of all marketing events and business ventures. However, ensure that your events target the right consumers to maximise the experiences created. Different kinds of people may come to your event; have your event design resonate to both potential and existing consumers. Practices such as UX design and inbound marketing delve into this aspect and they are both effective in defining the demographics and preferences of specific buyer types.
Focus on imprinting positive memories.
One study3 by J.A. Easterbrook (1959) concluded that high levels of emotional stimulation lead to attention-narrowing and selectivity. What does this mean and what does this have to do with event design?
Simple. Design your events with focus on emotion-invoking details from conceptualisation to actualisation, with the goal of making the audience participate. Audience involvement — from comments to actual actions during the event — can be summed up into participation, which is the key to creating positive experiences and memories.
Focus on building experience spaces.
From planning to logistics to actual set-up, let your space be the catalyst of positive brand experiences. It is not about the size; rather, it’s the way you plan how your audience can fit and be central to the design of the event.
For event design, it is not enough that companies and event organisers put the brand or service/s forward. Emotional and human connections are increasingly becoming the face and identity of your events, just like your products and services. Discuss these elements with an event organiser who understands the value of experiential events and designing.
If you want to know more about creating customised event spaces and experiences, simply message us and we can help you design your events from ideas to implementation!
Pine II J. and Gilmore, J. Welcome to the Experience Economy. Harvard Business Review. Web. Accessed 7 August 2015. https://hbr.org/1998/07/welcome-to-the-experience-economy
The Importance of Emotion within Your Event Strategy. Event Manager Blog. Web. Accessed 7 August 2015. http://www.eventmanagerblog.com/importance-of-emotion-within-event-startegy
Easterbrook, J.A. The Effect of Emotion on Cue Utilization and the Organization of Behavior. Psychology Review. 66: 183-201, 1959. University of London. Web. Accessed 7 August 2015. http://garfield.library.upenn.edu/classics1982/A1982NE45000001.pdf