By Maritz Global Events on 11/6/18 12:33 PM
Planners are fueled by the desire to modernize, transform and push the envelope, leaving an impression that drives continued loyalty toward the brand or organization — one that will last in the minds of attendees for years to come.
That is event design. But do we even understand what event design really is? It’s not as simple as people tend to think.
Event design is not an instantaneous solution; it’s more of a journey. It explores all the factors surrounding an event – a holistic process that examines the current details of the event, analyzes the needs and desires of the audience, explores the goals for the event, and uncovers something deeper — something that can assist in creating a connection between the brand and the stakeholder.
While there is no one-size-fits-all solution, there’s one secret to event redesign that will help you uncover ideas for purposeful experiences without overlooking how it ties into your business objectives and outcomes.
After years in the business and working with thousands of clients, experience tells us the most effective event redesigns come out of an exploration of the event brand. That means understanding the why behind your event and using it as the organizational structure and fuel for the event
The why is the driving force behind your event or organization — the emotional resonance. An example of why might be “to celebrate the contributions of first responders in the community” or to “provide training for first responders so they can better serve the people.” These are different whys and uncovering this factor will change how you look at your event so you can begin to reshape it.
Every aspect of the event and organizational brand must be tied to the why and every internal stakeholder should know and understand it. Discovering the why allows your event to become the fulfillment of your organization’s existence.
But how do you do it?
Start by asking yourself the following questions about your organization:
- What do we do?
- What problem does that solve and for whom?
- What is the most important aspect of what we do?
- Where and how do we add the greatest value for the people who buy from us or use our services?
Drill these questions down to the bottom line. Dig deep into the pain you alleviate and the problems you solve. When you get to the emotions and passion behind what you do, you’re at your why.
While the principle behind the most effective event redesigns is simple, it is not always easy. Reduced to its most basic level, it sometimes requires a shift in thought. The event must be an expression of the strategic framework of your organization and speak to its “why”— the passion and purpose behind what you do. When your organization can make its event a clear reflection of what it does and an expression of it for your attendees, you will be wildly successful in creating both a memorable experience and strong return on investment.
We’ve spent years researching behavioral science and understanding how event design—good and bad—affects people, affects events, and affects a brand's bottom line—and we’ve implemented a sound process around event redesign.
If you’d like to hear more about creating a strategic event framework and how transformational learning can assist you with greater insights into your audience and event, let’s chat further.
Ready to start your journey to a better event? Find out more about what our Design Lab could help you discover.