In the world of event marketing, creating unforgettable experiences is the ultimate goal. After all, a forgettable event can pose a significant risk to an event marketer’s career. If no one remembers your events, did they even happen? Well, we know they did, but does it matter if no one else does?
How to Avoid Being Forgettable
Know Your “Why”
In the world of event planning, creating unforgettable experiences starts with identifying a problem that needs solving. This is the “why” behind the event – the driving force that sets the stage for an exceptional experience. During the ideation process, it’s crucial to focus on practical solutions that effectively address the problem at hand while considering the cost implications. Every idea proposed must undergo careful evaluation, weighing out the potential consequences and benefits.
Brainstorming plays a vital role in this process, but it’s not just about throwing a bunch of ideas on a whiteboard and seeing what sticks. It requires a well-evaluated ideation process (similar to what we did with Publix). This ensures that each idea is thoroughly vetted and aligns with the overall objective of creating unforgettable events. By taking a thoughtful approach to brainstorming, you can uncover unique and innovative solutions that leave a lasting impact on attendees.
Remember, the goal is not just to avoid being forgettable but to leave a lasting impression. By carefully selecting ideas and evaluating their potential, you can create events that stand out, engage attendees, and make a meaningful impact.
Hone Your Recipe
This section is derived from Phil Mershon’s “Unforgettable Formula”. You can watch the full episode here.
One invaluable framework for crafting remarkable and unforgettable events is the Unforgettable Formula. This formula consists of three key components: memorable, meaningful, and momentous. Mershon draws a parallel between event planning and baking bread, underscoring the significance of having the right ingredients in the right quantity to produce an excellent loaf. By incorporating these elements into your event planning process, you can ensure that attendees walk away with cherished memories that endure beyond the event itself.
Just as a master baker meticulously measures ingredients and skillfully blends them together, event marketers must thoughtfully integrate the elements of memorability, meaning, and momentousness into every facet of their event. This requires careful consideration of the experiences you want to create, the emotions you want to evoke, and the moments you want to etch into the minds of attendees.
By focusing on creating memorable experiences, you can captivate your audience and make a lasting impression. Infuse your event with meaningful moments that resonate with attendees on a deeper level, transcending the ordinary and forging a genuine connection. And don’t forget the power of the momentous – those awe-inspiring, transformative instances that elevate the event from good to extraordinary.
Know Your Audience
When it comes to crafting these memorable events, understanding the audience is necessary for success. Attendees come to events seeking experiences they can’t replicate at home. Therefore, event marketers must be attuned to their audience’s preferences, interests, and expectations. By gaining a deep understanding of the target demographic, event planners can curate activities that resonate with attendees on a personal level.
Avoiding a tone-deaf approach is essential in event marketing. By utilizing their understanding of the audience, event marketers can ensure that every aspect of the event, from the choice of activities to the selection of music, aligns with the attendees’ preferences and resonates with their emotions. This level of personalized attention creates a sense of connection and belonging, making the event more memorable and meaningful.
And, in order to truly make a lasting impression, differentiation is key. Event marketers must thoroughly understand the customer journey, from the initial invitation to the final farewell. By strategically crafting a series of meaningful moments throughout this journey, event planners can stack positive experiences together, leaving a lasting impact on attendees. These moments can range from surprise elements during registration to thoughtful interactions during networking sessions. By carefully curating these moments, event marketers create a tapestry of memories that linger long after the event concludes.
Ready to be Unforgettable?
By strategically stacking meaningful moments throughout the customer journey, event marketers can differentiate their events and leave a lasting positive impression. Understanding the audience, paying attention to the details, and strategically differentiating the event will ensure that attendees walk away with cherished memories. So, let’s strive to create unforgettable events and take our event marketing careers to new heights.