Remember what it’s like to be an attendee of an event? You’re a spectator, watching and listening, hoping to walk away with some sort of call-to-action. Maybe it’s putting the information you learned into use or feeling more motivated to continue to do what you do every day, even better. Whatever the case, you attend these events hoping to gain something new and to be inspired.
So how do we as event marketers, ensure that most (if not all) of our attendees feel more connected to our brand; prepared for the future ahead; recognized for their achievements; or feel re-energized for a brand new year?
It’s simple. We build an Attendee Journey. An Attendee Journey is our holistic approach where we immerse ourselves into the mindset of the audience while also keeping in mind the objectives and messaging that we want to communicate. It’s the perfect blend of designing a campaign that delivers measurable results and potentially new behaviors. It goes beyond a simple production of an event by transforming a traditional ballroom into an environment immersed with your brand and messaging, staging that stirs excitement, stunning graphics that convey visual stories and compelling speakers whose energy radiates into the attendees.
Below are just a few key insights that will help you develop an Attendee Journey that delivers engaging experiences that inspire lasting results.
Know Your Audience
Who are they and what are their mindsets?
Set Objectives and Envision Success
What kind of campaign?
What does success look like and how will it be measured?
Are your objectives measurable? (ROI, ROO, ROE)
Design with Purpose
How will attendees be engaged?
Are there any compelling industry trends that you can integrate into the program?
Is the message woven through the entire event?
How will you extend the message beyond the event?
If you mesh Tron, dancing and corporate events together, you’ve got VOSPERTRON. Vospertron is a dance and multimedia performance company who creates some of the most breathtaking futuristic shows, combining high energetic dance routines, neon glow suits, multiple projections, laser technology, and digital style graphics. Imagine this performance crew using your product onscreen to create a visually stunning opening at your next product launch, PR event or conference.
In today’s world, there is a new element we must consider as we launch the meeting planning exercise. We are a part of a digital revolution where technology and social devices are driving business decisions and human behavior on all levels. We need to spend some of our time focused on designing the experience our attendees will have. People are inherently fond of connection, collaboration, learning and sharing with others. A truly successful conference is one that shifts the behaviors of the audience from attendee to advocate.
Check out Jeff Hurt’s blog for tips on how you can become a strategic design thinker.