experience design: a complete guide to creating memorable
TRANSCRIPT
Experience Design:
A Complete Guide to Creating Memorable Events
2Experience Design: A Complete Guide to Creating Memorable Events
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Experience Design: A Complete Guide to Creating Memorable Events 3
Contents2 Copyright
4 Introduction by Julius Solaris
6 StrategiesBehindCreatingMemorableExperiences by Tahira Endean
7 Getting Started with Experience Design
7 Designing a Cohesive Experience to Meet Objectives
8 DefineResultsforYourStakeholders
10 GreatStrategyRequiresPrioritization
11 EventROIMeasurement
11 Designing Purposeful Events Matters
12 TheEventExperienceFramework:6StepstoSuccess by Becki Cross
12 1:IdentifyingandVisualizingYourKeyStakeholders
13 2: Determining the Primary Event Objectives for Different Stakeholders
13 3:UnderstandingtheEventBudgetandSpendingintheRightPlaces
14 4: Process Mapping the Experience Mix
14 5:VisualizingtheEventOutcomesforSharedPrioritiesandAlignment
15 6:AccurateReportingtoMeasureROIandtheSuccessoftheEvent
16 UsingTechnologytoElevatetheEventExperience by Becki Cross
16 EventWebsiteandOnlineRegistration
18 The Event Entrance and Flow
19 Networking
20 SponsorVisibility
21 Add the Wow Factor to Entertainment
22 Exhibitors
23 Business Deals
24 Education and Learning
25 KeepingAttendeesLoyal
26 Team Building and Bonding
27 ReflectionandFollow-up
27 MeasureEventROI
28 InConclusion
30 AdditionalExperienceDesignResources
31 AbouttheAuthors
32 References
34 Contributers34 EventMB
34 EventMobi
35 CMPCredits
35 Acknowledgements35 Credits and Thanks
35 Disclaimer
4Experience Design: A Complete Guide to Creating Memorable Events
IntroductionEverybody seems to agree. 2018 is the year of experiences. Countless talks, articles, videos, presentations, and reports say that attendees want experiences vs events. We hear the word, we think we understand it but little has been done to explain what it actually is and, more importantly, how to design a memorable one. This report aims to clarify, once and for all, the strategic importance of elevating events
into experiences, and designing experiences that stick with our attendees.
Why?Becausewealreadyknowwhattoexpect.Inmostcases,we’veseenandliveditall.
Business events have been the same for the past 60 years, and in some cases 100+ years.
Same format, same dynamics, same speakers.
Of course, there can be some good in tradition. There is a comfort in knowing that you will get
certainthingswhenyouattendanevent.Knowingthattherewillbenetworking,education,
andentertainmentisgreat.Ithelpstojustifythebillwithyourbossoryourbusiness.
At the same time, we need to face up to FAAs (Frequently Asked Annoyances) that we shy
awayfromchangingjustbecausethisishowit’salwaysbeendone.Isthereareasonwhy
attendeeshavetowaitinlinebeforegettingin?Isthereareasonwhywehavetowitness
presentationsthatarenottailoredfortheaudience?Isthereareasonwhypanelshave
tobeboringormadeupofallwhitemales?Isthereareasonwhyentertainmentinmost
casesmeansalcoholinexcess?Isthereareasonwhymostmeetingroomsaredesignedlike
classrooms (the most uninspiring memory we all share)?
ThesearesomeoftheFAAsthatexperiencesaddressandsimpleeventsdon’t.Askilled
experience designer asks at every step of the way if they are adding value for different
stakeholders. They check if they are delivering on the objectives of each participant, whether
they are sponsors, attendees, performers, or staff.
Some elements of experiences have been discussed within the industry over the past few
years. The practice of meeting design has fueled a quantum leap in the evolution of planning
andexecutingevents.Thisisgreatnews.Inthisreport,weareaddinganewelementtothe
by Julius Solaris
5Experience Design: A Complete Guide to Creating Memorable Events
mix. We will focus on the role of technology, which is often overlooked, but key to delivering a
unique experience at events.
Let’sbehonest.Thevenuecanalwaysbebetterbutweusuallygetitright.Afterall,selecting
venues is at the core of our role.
What about F&B? We try to stay on trend and spend time researching options. Fair enough,
it’sfoodanddrinks,it’simportant!
Same goes with performer selection. We want to impress attendees and we do our research
to make the best possible choices.
However,whenitcomestotechnologywelowerourstandards.Allofasudden,itisOKtooffera
room with poor WiFi, a cumbersome registration process, or an event app that does not work.
A true experience designer does not discard or overlook any aspect of the event process. While events are and always will be about face-to-face first, technology can be a splendid enabler to making the experience spotless. The Experience Mix is a new term referring to all the elements that go into creating
memorable experiences. Memorable. Great adjective. Why pay so much attention to the
abilitytoremembersomething?Theverydefinitionofeventsliesintheabilitytocreatea
changeinbehavior.Trueexperiencesgobeyondastunttocreatealong-lastingmemoryfor
thosethatattended.A‘greatexperience’intermsofanassociationmeetingorconferenceis
one where the education sticks with attendees at least until the next meeting.
It’seasytothinkthatanimpromptustunt,amotivationalkeynote,oraloudshowwillcreatea
memorableexperience.Theywillsurelygetyoualotof‘likes’,abigwowintheroom,orsome
chit-chatduringthenextbreakbutwhataboutsixmonthsfromnow?Longlastingmemories
are often associated with events that nailed the experience.
Sometimes, creating those types of memories has to do with the ability to unplan. To let
serendipity happen. To connect attendees, give them space, comfort or responsibility, and let
thingsunfold.Toomuchplanningcankillcreativityandopportunitiesforbetterattendee-to-
attendee connection, the latter being by far the most important factor participants consider
when they evaluate events.
6Experience Design: A Complete Guide to Creating Memorable Events
Strategies Behind Creating Memorable Experiencesby Tahira Endean
Memoriesarefickle,andallparticipantsriskfallingintotheforgettingcurve,theplace
where most of our memories go as they fade away. When designing events our foremost
consideration should be how to activate the participants and cement memorable moments
that will ultimately meet their overall objectives.
Todothis,wecreateexperiencesbydesigningaflowthroughthetimeandspaceofthe
event to engage all the senses. We use the elements we can control such as venue, timing,
presentation formats, food and beverage choices, sound, music, and lighting. To add depth,
we layer this on the foundation of technology we have available to us as designers, and now in
the hands of every participant. We create experiences which can also be socialized and shared.
Itistimetorethinkeveryelementand,indoingso,getbeyondtheoh-too-familiarFAAs!
Organizations host and participate in events to fulfill business needs, including building brand presence and loyalty, strengthening relationships, and increasing sales. Success in achieving a variety of objectives becomes possible when we design experiences to trigger conversations, and allow time and space for these to flourish, for a unique group of participants. The key reason to invest in events and their design is that, more than anything, shared experiences build trust, which is a key foundation of personal and professional success. A strategically designed event will include intentional elements, such as spaces to
learn,connect,network,reflect,collaborateordiscuss,andsociallyinteractwithin
safe environments. These spaces may include arrival and entrance zones, transition
areas, places to meet socially, food and beverage areas, rooms for sharing information,
knowledge, and ideas, immersive environments and trade show spaces. How these are
woven together is where experience designers come in.
Approachingdesign-firstrequiresunderstandingoftheobjectivesofthehostsand
stakeholders,includingtheparticipants.It’sneverassimpleasitmayfirstappear.
Meetings become memorable through connections, which are emotional, visceral, and
stimulating,withenoughtimeandspaceforreflectionandcontextualizingtheelements
to create a memory that is relevant.
With smart design, our attendees will want to interact and engage with the experiences
Knowledgeofhumannature
Business-mindedstrategy
Creative logistics
Experience Design: A Complete Guide to Creating Memorable Events 7
available.Intoday’ssocialanddigitalenvironment,weneedtodesignspacesthatour
participantswanttophotographandsharewiththeirpersonalnetworks.Iftheyconnectwith
people and have memorable, shareable moments to prove it, they are more likely to return
again next time.
Getting Started with Experience DesignThereisagrowingneedinsocietyforhuman-to-humancontact,wheretrustis
built one interaction at a time. We can be comfortable in knowing our basic human
needs (including food, shelter, and safety) will be met, and that our greater needs for
socializationandself-actualizationcanbesatisfied.
To deliver measurable results, today’s event designer will use a blend of:
Today’seventteammembersarelikelytocrossboundariesandbringtogetheravaried
skill set including learning and performance design, an understanding of production,
available technology, and meeting design to support both learning and connections.
Othersmaybringskillsincreatingspace,flow,andtheparticularenvironmentsthat
offerthebestsettingsforwhatneedstohappen,fromthefirstentrancetothefinal
departure. This may focus on the stage for compelling keynotes or other presentations,
toareasforworkinggroupsorrelaxedconnections.Theflowthroughthevenueshould
give context to each environment and help participants to make sense of, and create,
their own experience, allowing serendipity to happen.
Designing a Cohesive Experience
to Meet ObjectivesWhen we deliver to objectives, this means acknowledging the objectives for a wide
varietyofstakeholders,fromthehostsandthosefinanciallyinvestedinthemeeting,
including organizations, sponsors and exhibitors, and the participants. We will examine
these different needs below, and provide ideas for creating memorable, repeatable
experiences that they will want to be part of again.
Itismoreimportantthaneverinthisageoftransparencythatwebuildanorganization’s
cultureauthenticallyandorganically.Fromtheofficetointernalmeetingstoexternal
events, there must be alignment across every element. This brand appeal is what
creates ambassadors, and allows an organization to attract and retain the right talent
and ultimately, the ideal clients.
Alignmentisoneofourmostcriticalfuture-facingfunctionsanditrequires
organizations and their event partners to have a high degree of communication and
awareness.Eachmustunderstanddeeplywhatthebrand‘is’,andeventdesigners
must understand the potential successes and pitfalls when bringing a brand to life with
consistency and in temporary environments.
Your events must fit the brand. Everyelementmustalignwiththeorganization’svalues,andmakesensesoitis
appealing to the audience and creates the desired response, for example, conversation,
trust, or sales. Consider the initial behavior of the stakeholders.
What do they expect to hear, see, feel while attending the meeting? What is the outcome, or exiting behavior, desired by the stakeholders who have invested in the event? Youmaywanttouseoneofthemanyvisualtoolsavailabletoshowthemwhattheir
event will look like and the feeling it will leave with the participants.
When the participants arrive, there must be a sense of place. This will be brought to life using elements consistent with the expectations of the brand
to create a sense of anticipation and, ultimately, immersion with the brand. For a time,
we are one and we understand we are better together. This includes:
• Overarching destination selections
• Venuechoice(s)
• Invitation/registration/anticipationbuilding
Theboardof executives
Donorsandfunders
Sponsors
Participants
Exhibitors
Experience Design: A Complete Guide to Creating Memorable Events 8
• Technology enabled and integrated
• Environment including colors selected, style of furniture and overall décor
• Lighting and production elements
• Seating formats, often varied by function type
• Food and beverage, opportunities to showcase local and fresh produce
Content is critical. Today’seventdesignersmustunderstandtheexpectationsoftheorganizationand
discover the content that is most important to deliver. Then comes empathy with the
audience to determine if this is also the content that will be the most meaningful and to
decide the delivery format that will have the most impact.
As you develop content, ask yourselves:
• What do you need the audience to do with the content?
• Do you want them to be inspired and emotionally connected to the organization?
• Should they be motivated to buy, invest in, or do more work with your organization?
• Are you looking to sell more of an existing product or service? Or a new offering?
Or improve service levels?
• Istherelearningtoimpartthatmustbecontextualizedandappliedfollowingthe
event to achieve this?
Understandthatthereisnotaone-size-fits-allanswerandbepreparedtodothework
with clients or management to move beyond their status quo. To do this, you must not be
afraidtoasktoughquestions;thosethatdon’thaveaneasyanswerbuthelpyoudelveinto
thelayersthatarebeyondtheobvioustoreachthereal‘why’.Youmustsetasidethedesign
super-wordssuchas“Beautiful!Spectacular!Amazing!”andforeachelementyou
consider, ask how it will help you get to a positive impact and a measurable outcome.
Define Results for Your StakeholdersStart by stating the business challenges you want to overcome by hosting or participating
in an event. Then have as many conversations as you need in order to guide the design, as
this will ultimately lead you to the desired result. To create results requires clear, direct,
transparentcommunicationbetweenhosts,whetherthat’sanagencyorendclient,andevent
designers as they seek to meet the needs of stakeholders. These stakeholders will vary
with each event and may include any of the following as a start:
Experience Design: A Complete Guide to Creating Memorable Events 9
Lead with empathy, putting yourself in the shoes of your key stakeholders. Design, keeping them top of mind, and vet your thinking with your team, clients/management, and potentially even a focus group involving key stakeholders. What do your stakeholders want? While it varies, the following are generally desired:
All Stakeholders seek:• Accesstoconnectionstheycannotmakebystayingintheirownoffice
or environment
• Time and space for the development of deeper connections
• Ideastheycanimplementforprofessionalorpersonalimprovement
that address their personalized needs or interests
Sponsors and Exhibitors seek:• Warmleadsforkeydecisionmakerstointeractandfollow-upwith
• Access to potential new clients or untapped sectors
• Face-timewithexecutivesorofficialswhoareoftendifficulttoaccess
due to gatekeepers
• Opportunitytoelevatetheirbrand,whetherthat’sthrough
sponsorship,exhibitspaceorthoughtleadership/speaking
Board and Executives seek:• Opportunity to share a message and either optimize retention or attract
new supporters (members, sponsors, talent)
• Maximizeprofitability
Participants seek:• Informationtheycanactupontoimprovetheirbusiness;emotional
connection through storytelling or engagement with a speaker or peer
group (vs. online or digital information)
• The opportunity to contextualize or validate with their peer network in
aface-to-faceenvironment
• The chance via social channels to show they are actively engaged in an
eventandbuildprofile
• Tobeentertained/haveaccesstohighprofile,VIPlevelperformances–
music, sport, niche areas of interest
• To share their access to this information or entertainment within their
virtualsocialnetworkstobuildinfluence
Experience Design: A Complete Guide to Creating Memorable Events 10
The next challenge is to show value to each type of stakeholder based on their needs,
validating with the data you have available, gathered across multiple channels which are
readily available today. This may be:
• In-personconversationsinformalorinformalsettings
• Datagatheredthroughmobileordigitalmeanspre,on-siteandpost-event
• Post-eventsurveysorfocusgroups
• Social listening on multiple channels of engagement
As you begin to have clear, usable, and consistent data, you will reveal more about the
peoplewhoparticipateandwhattheirneedsare.Youcanthenbegintobothmarketand
design in more meaningful ways.
Great Strategy Requires PrioritizationYoucan’tdoitall,thisisasimpletruthyoumustadhereto.Thereisneveraninfinite
budget, and choices always need to be made. Designing an event is always part art and
part science, using the framework you have available based on the size and type of
meeting, the location and venue, and ultimately the objectives as your guideposts to
prioritization.
Event design is about creating spaces that are safe and comfortable, that create a
sense of anticipation and build energy within the participants as they move through it.
The environment should align and support the brand through relevant messaging and
content. Today, technology at a level appropriate to your organization and participants
should be enabled with an ease of access to available information.
As you strategize your outcomes, you may consider any or all of these in your design:
• An entrance that sets the tone for the event and creates a sense of beginning;
aligned with the brand
• Aflowthatissafeandwelcomingthroughallspaces;withgreatwayfinding
• Efficientuseofthespacesoitdoesn’tfeeltoovastortooclosedin
• Space for hallway meetings and intersections to happen; formal or informal
discussion points
• Visibilityforyourkeysponsorsandpartners
• Goodflow,includingtoareasthatmayseem“lessdesirable”,byusingtoolssuchas
gamificationorcleverfoodandbeverageplacement
• Presenters and presentations aligned to overall desired outcomes with content and
delivery primed for maximum impact
• Learningspacesdesignedforspecificusesandalignedtotargets.Thismayincludea
combinationofformatsi.e.onetomany,peer-grouplearning,workshops,etc
• Opportunityforreflection,quiettimeorspaceforthosewhostillneedtogetwork
done or require a few moments of privacy
• Charging and recharging for both participants and their devices; consider food as
fuel for the day
• Digitaltoolswhichmayincludepartnerrecognition,wayfinding,accessto
informationviamobile,socialsharingandtwo-waycommunicationwithorganizers
and presenters, and that can even be used in the event of an emergency to share
criticalreal-timeinformation
• Positivesurprises,frompop-upfoodstandstoperformancesthatengageor
entertain,thisisuptoyourimagination!
Elements that engage the participant will create more memories and enhance their
overall experience1. When the mind is opened by experiences, neurochemicals that
promotelearningareactivated,andtheoverallresults-moreconnections,more
context,morerelevance-arepositivelyimpacted.
Thebuyerswanttobuy
Theorganizationrecognizesthevalueinhostingthe
event
Thesellers/sponsors/exhibitors,havedevelopedordeepenedrelationships,notingthatnoteveryeventhasimmediatesales
Theparticipantsleavericherfromtheexperience,withactionable,implementable
ideas and a desire to return again
Experience Design: A Complete Guide to Creating Memorable Events 11
Event ROI MeasurementTheidealReturnonInvestment(ROI)iswheneachparticipant,stakeholderandall
those who invested their resources into the event feels richer for the experience.
Intoday’spersonalized,digital,mobileagewecanuseavarietyoftoolsfromimmediate
sentimentanalysis,tomid-eventsurveysandreal-timeresponsesthatallowfor
consistent, current, data which provide immediate results showing if you are indeed
getting the desired engagement.
Use Data and Measure Event SuccessThere is certainly a range of measurements, especially from organizations that are
deeply invested in Strategic Meeting Management Programs (SMMP) and reliant on
data to drive buying decisions for travel, meetings, and events, with strong processes to
track spending and return.
With a current shift towards more personalized, immersive and experiential events in
highly branded environments with multiple touchpoints, we have the opportunity to
embedtechnologyandmeasurementateveryturn,butoftenstillleantowardthe“that
wascool”measurement.Whenwehaveadeeplevelofeventdesignwithembedded
platforms, there is also often a greater expense and therefore we should be using both
quantitativeandqualitativemeasurementstoprovethevalueofa“softer”eventtoyour
financialstakeholderswhoareseekingsolid,quantifiableresults.
Intherecent,pre-mobilegenerationofevents(pre-2007arguably)ourreturnon
investmentwasmeasuredbysalesdirectlytiedtoonesource–atradeshoworevent.In
ourdigitalenvironment,theeventmaybethelive,often“turning”touchpointinaseriesof
marketing and sales messaging ranging from email to social media, traditional advertising
to inbound leads and ubiquitous cookies leading consumers back to us over and over.
Whilesomeeventshavea“checkyourmobileatthedoor”policynow,thisisnotthenorm.
Overall,eventsofferusdata-richenvironmentswecanmeasure.Everymobiledeviceis
full of sensors, from Bluetooth to location beacons, allowing us to collect data (and push
information),withandwithoutaspecificeventapp.Whenwecombinethiswithgeolocators,
facial recognition, sentiment analysis, smart buildings, including convention centers,
stadiums, and hotels, the reality is, the data is already available if we want to take advantage
of it. We need to move past any residual fear and explore options to enhance and evaluate
ourparticipantexperiencesandusethedatatoenhanceoureventdesignsyear-over-year.
Designing Purposeful Events MattersEvents must be seen as worthwhile, and to varying extents, transformative, with
a measurable change in behavior, attitude or knowledge for participants and
stakeholders. As event designers, we set the stage for the ideas to be shared and
the environments for interactions to happen, but it is the active participation and
engagement,whetherenabledbytechnology,agreatmeal,anawe-inspiringmomentor
a presenter incited discussion… any reason that leads to listening, sharing, discussion,
reflection,play,andconnectioncreatesthosememorablemomentsthataddtoand
create the events people want to return to.
12Experience Design: A Complete Guide to Creating Memorable Events
How do you create more than an event?To create a transformative experience and put into practice all of the things discussed in
this report, experience designers need to start from a solid framework and a strategic
approach and event planning process.
Wehopethatyouarefiredupbytheinspirationandideasalreadyprovided.Hereis
asummaryofthesix-stepstrategyframeworkeveryeventdesignershouldfollowto
elevate their event to an experience.
Step 1: Identifying and Visualizing Your Key
Stakeholders Wecoveredhowthefirststepistodeterminewhoexactlyyourstakeholdersare.
For most events, there will be more than one and each key group will be looking for
different things.
Determine the people that matter:• Create a long list of all the different people that matter to your event,
which could include participants, sponsors, speakers, exhibitors,
influencers,press,staff,theboard,donors,funders,andsuppliers
• Determine the most critical stakeholders and prioritize them in terms
of importance. This will determine whose experience expectations you
addressfirst
• Develop personas for your primary stakeholders to identify their key
characteristics, preferences, and messaging that will resonate with
them the most
The Event Experience Framework:
6 Steps to Successby Becki Cross
Experience Design: A Complete Guide to Creating Memorable Events 13
Step 2: Determining The Primary Event
Objectives for Different StakeholdersExperience design requires a clear understanding of the various objectives. Analyzing
precisely what each stakeholder is looking for can help to focus on delivering exactly
what they need.
Dig deep and identify what success will look like:
• Identify your stakeholders and the business challenge(s) they each want to overcome. Rankinorderofprioritythetopthreeorfivewishesthatwouldmake
the event a success from the perspective of each target group
• Quantify exactly what success would look like. For instance, exhibitors might be looking for 20 brand new leads but
theboardmightbelookingformakingaprofitof$50kfromtheevent
• Create realistic milestones to track progress towards different goals. This might be selling half of all of the event tickets at least 10 weeks
beforetheeventand75%sixweeksbefore
Step 3: Understanding the Event Budget
and Spending in the Right PlacesVirtuallyalleventbudgetsarelimitedandneedtobecarefullyplannedtoensurethat
money is spent where it matters most and think creatively to get the most from the
funds available.
Be number-focused to stay on track:
• Create an event budget with estimated figures to help to calculate the required budget, income targets, and break-even point
• Record actual figures, in place of the estimated figures, as soon as budget items are confirmed and committed to
• Have a contingency figure, a percentage of the overall budget, to deal with any shortfalls for essential or wishlist items
Experience Design: A Complete Guide to Creating Memorable Events 14
Step 4: Process Mapping the Experience MixAnexperienceiscreatedthroughamixofdifferentfactorsandelements-the
ExperienceMix.Howitflowsandiswoventogetherneedscarefulplanning.
Identify the opportunities to make a difference:
• Use a wall or whiteboard to list the major touchpoints throughout the event process for each of the key stakeholder groups. The journey for an attendee will be different from a speaker or
sponsor.Theflowneedstobewellthoughtoutfromeachdifferent
perspective and span before, during and after the event
• Use sticky notes to list the opportunities and ideas at each touchpoint. • This can be little touches through to big elements
• • Takeintoaccountdifferentspaceswithintheeventfloorplan
• Specifically, consider brand alignment and messaging throughout the different touchpoints. • This is more than a logo presence, these should be tangible ways to
communicate the brand and bring to life the organization culture
and ethos
• • For example, design meaningful interactions in the marketplace,
thoughtleadershipsessions,hands-onparticipationopportunities,
and social media reach
• Technology can enhance the attendee journey at many different touchpoints, before, during and after the event. This is covered in detail in the next section.
•
Step 5: Visualizing the Event Outcomes for
Shared Priorities and AlignmentVisualtoolscanbeusedtoshowwhattheeventwilllooklike,bothintermsofthe
physical design, layout, and production, and also determining what success will look like
for the different stakeholders.
Envisage what success will look like:
• Floor plans, dressing, decor, furniture, and AV production can be brought to life using 3D imaging and mock-ups for the different rooms and spaces. This is particularly useful for staff, vendors and management to
understandthevisionandtorefinetheplansintheleaduptotheevent
• Consider the feeling you are aiming to leave the stakeholders with at each touchpoint and the behavior of the stakeholders What do you expect them to hear, see, feel at each point in the journey?
• What is the outcome (exiting behavior) from the stakeholders who have invested in the event? What are the longer-term behavior changes and impacts you expect to have after the event, at specific time intervals?
STEP 1 Identifying
andVisualizingYour Key
Stakeholders
STEP 4 Process
MappingtheExperienceMix
STEP 3 Understanding theEvent
Budget and Spending in the RightPlaces
STEP 6 Accurate ReportingtoMeasureROI
and the Success oftheEvent
STEP 2 DeterminingthePrimaryEventObjectivesforDifferentStakeholders
STEP 5 VisualizingtheEventOutcomesforSharedPrioritiesandAlignment
Now you have the
strategy and reasons
to strive for an event
experience. Next, let’s
look at the tactics and
technology that can
make this happen.
15Experience Design: A Complete Guide to Creating Memorable Events
Step 6: Accurate Reporting to Measure ROI
and the Success of the EventThefinalstepintheexperiencedesignplanningframeworkistothinkscientifically
intermsofthetoolsthatcanhelpyouextractthedatayouneed.Youarelookingto
measureresultsagainsttheobjectivesidentifiedatthebeginningoftheexperience
design process (Step Two).
EventplannersneedtomeasureeventROItoprovethevaluespecifictoeachgroup
ofstakeholders.Eventdesignisoftenfocusedonlong-termbehaviorchangeandalso
ensuringcontinuousimprovementsyear-on-year.Experimentaleventdesignmustbe
data-driventoprovevalueandkeepgettingresults.
Prove the success of your event:
• Take each objective identified against the different stakeholders in Step Two and define how it will be measured and tracked • Think about the data that can be accessed through different tools
and the combination of information which will prove the objective
has been achieved
•
•
• • To use the earlier examples to illustrate further:
•
•
•
•
•
• Use a mix of quantitative and qualitative data to give a rounded picture
Statsandfiguresareimportantbutsurveydataandfeedbackfrom
stakeholders can also be valuable
• The hits and misses can be used to identify what was done well, and most importantly what improvements need to be made
• • Use this as an opportunity to brainstorm and set targets for
improvements and changes at the next event
• • This should be done immediately after the event ends whilst the
smallestdetailsarestillfreshineveryone’sminds
Offer lead retrieval software so exhibitors can track
the leads they collect at the event and you have a
universal view of all activity recorded
Use event management software to track registration
revenue in real time and enable all event income and
expenditure to be recorded and analyzed against
targetsandestimatedfigures
6 Steps to Developing The Event Experience
16Experience Design: A Complete Guide to Creating Memorable Events
The strategy section has already touched on some inspiration and ideas on how to
enhance the event experience. This section will consider how and when technology has
the power to support your meeting design and enhance the event experience in more
meaningful ways.
Below, we have listed some common event touchpoints and goals, and detailed
actionable tactics for how technology can help achieve the desired outcomes. From
thefirstvisittotheeventwebsitetothefollowupaftertheevent,amixtureofthese
elementscanhelptocreateandrefinetheexperiencemixforyourattendeesandother
stakeholders.
Event Website and Online RegistrationAttendees worldwide are also now more likely to access your online content via mobile
devices (smartphones and tablets) than on a PC2 so it must look and navigate well, even
fromsmallscreens.Googlegivespreferenceinsearchresultstomobile-optimizedsites
with the fastest loading speeds.
Using Technology to Elevate the Event Experienceby Becki Cross
0.05s 53% 12%
The time it takes a user to know if they like your site
or not, and whether to stay or go3
Of visits are abandoned if a mobile site takes longer
than three seconds to load
Foreveryone-seconddelay in site load time,
conversions fall by a further12%4
Don’tgiveanyreasonforpotentialattendeestoclickaway,makesureyoursiteiseasy
tofind,simpletonavigate,pleasingtotheeyeandfasttoload.Continuallytestand
improve your online user experience.
Experience Design: A Complete Guide to Creating Memorable Events 17
Make a good impression right from the start:
• Your website should reflect your brand and event, making the key event information readily available and easy to find • Itneedstopresentaunifiedandcoherentpresenceintermsof
branding, fonts, colors, style, and content
• • IncludevisualsandastrongCTA(CallToAction)buttoninbold
colors so that attendees are clear about what they need to do
• • Use tools such as Google Analytics to make informed decisions
about design and improve the navigation and dwell time across the site
• • Collaborate with the marketing team to continually improve the
landing page experience
• The registration process must be fast and painless • Limit the process to only the essential questions
• • Have a single page registration or include a progress bar at the top
• • Bonus points if you can enable social login, which takes some or all
of the registration data required from a social media platform for the
attendee to check and make any amends before submitting
• Use personalized retargeting to tempt back any potential attendee that started the registration process but didn’t complete
• Forinstance,ifanabandonedbookingvisitedtheline-upandartists
page, use retargeting ads to promote to them the newest acts added
to the program
• Use tagged URLs and bespoke landing pages to serve up targeted content based on the hook that has attracted the visitor • Youwantapotentialsponsortohitapagewiththebenefitsof
sponsoring the event and important stats, whereas an attendee will
be more interested in special booking rates and what happened at the
event last year
• If you are working with ambassadors and influencers and using affiliate links to boost event registrations, keep your network informed about how many bookings they have generated and what this means in terms of their reward (this can be an incentive if they are close to reaching their next goal target)
Experience Design: A Complete Guide to Creating Memorable Events 18
The Event Entrance and FlowFirst impressions matter and a high value is placed in the first face-to-face interaction
that a customer has with a brand. A poor start can negatively impact what happens
next. The persistence of the first impression will color the rest of the experience and so
it is essential to get it right5. The same retail principles apply to events.
53%of retail shoppers base their initial
perception of the shop and their
decision to buy on the appearance
of the store exterior6.
Deliver a fast and seamless entrance to the event to put attendees in the right frame of mind:
• Ensure there are no queues by enabling automatic check-in via the event app as a participant enters the space
• Forsuperspeedycheck-in,usefacialrecognitiontechnology
• Use a check-in tool or guest list app to prompt the team member to share additional personalized information when relevant for the guest • ThismightbeinstructionsforVIPstobegivenspecialswagora
requestforaspeakertogoimmediatelytoaspecificplaceforabriefing
• AV and production can start from outside the venue by using lighting projections onto the building • Inside,cleverlightingcancreatedifferenteffectstotransform
rooms and spaces
• • Consider creating a tunnel or hidden entrance to enter the event
and make an impact when the next space is revealed
• Digital signage and live display can be an efficient and appealing way to welcome and direct attendees • Make it clear which entrance to use, the location of the registration
desksandtheflowintoandaroundtheevent
• • Most importantly, if any rooms or locations change during the event
updates can be shared quickly to keep attendees informed
• • Try to anticipate your guests every thought and identify where they
may need more help navigating your event
• Incorporate a cashless payment system and attendees will appreciate not having to queue at service points • This can increase sales volumes and teach you a lot about attendee
preferences and patterns too
• • This can improve the event in real time (for example adding more
staff to work in the busiest areas) and inform changes for future events
(such as changes to the site plan in terms of F&B location and footprint)
19Experience Design: A Complete Guide to Creating Memorable Events
Networking
If networking is one of the outcomes your attendees are craving, your
event design needs to give time and priority to quality networking
opportunities. According to research, informal professional networks
and communities can contribute more to entrepreneurial success
than other business support mechanisms available7. And of course, if
you can capitalize on powerful networking interactions at your event,
attendees are going to remember the experience in a favorable light.
82%
of event planners, networking is
the top priority for those attending
corporate and business events8
Promote better connections:
• Use a matchmaking tool to identify those that have shared interests and can help each other
• Some apps prioritize or give a percentage score for the matches that
are expected to be most fruitful
• • Attendees have limited time at events so their time should be well
spentwiththemostlucrativeandbeneficialopportunities
• Instead of leaving it to chance, use smart badge technology to introduce matches to each other • Smart badges light up or vibrate when a suggested target is close by
• • Thiscanalsoactasawelcomeice-breakertoavoidawkwardnessfor
thoselessconfidentinmeetingnewpeople
• Ask qualifying questions on the registration form to analyze the different job roles attending in relation to your core personas • Ifyouidentifythatthereisashortageofregistrationsfroma
particulartargetgroupthisgivestheopportunitytofindoutwhat
the barriers are for them, adjust messaging and actively approach
more potential participants that meet that criteria
20Experience Design: A Complete Guide to Creating Memorable Events
Sponsor Visibility
Revenue from sponsors can be vital to delivering an experience that
matches the event planner’s vision. Sponsorship revenues can pay for
elements that would not otherwise be possible.
Savvy event sponsors are keen to work with event planners
and know that they need to contribute to the overall consumer
experience with impressive on-site brand activations. Traditional
approaches of the past and pressured sales pitches are not the
best way to capture imaginations and engage closely with modern
attendees. The live-event presence should be part of a wider
and coherent sponsor communication strategy in terms of event
marketing and digital content.
54%
17%
89%of live music attendees favor the
brands that sponsor the experience,
compared to non-attendees11
of event planners are struggling to
secure sponsors for their event9
of event planners say that sponsorship
retention is falling for their events10
Attract and keep event sponsors more effectively by incorporating the clever use of technology and accurate reporting:
• Create co-branded invitations, landing pages, and social media images to encourage sponsors to invite their network to attend the event
• This can open up your event to a whole new audience you may not
otherwise have reached
• Forget about logo placement and banner stands, a well-matched sponsor can work in partnership with the event planner to create something that really adds to the event • Pick event sponsors wisely and design a participative or immersive
experience that attendees want to get involved in
• • Activities that take people outside of their comfort zone or offer
something exciting and shareable across social media are good moves
• • Virtualswagbagsandsponsoredloungeareasarebranded
sponsorship items that can deliver value and align in a more
meaningful and measurable way
• New technology is always a winner to attract attention towards event sponsors, especially if it enables attendees to try out the next big thing they want to experience and share it with their networks • ConsideraniPadmagician,asilentdiscooragreen-screen
photobooth where specially customized backdrops can be chosen
Experience Design: A Complete Guide to Creating Memorable Events 21
• Encourage sponsors to avoid pressurized sales pitches and create a space where attendees want to be • Createachill-outarea,withfastWiFiandre-chargingpoints
• • Ask users of a product to be at the exhibition booth to give honest
advice, insights and product demos
• Ask sponsors to give away knowledge without a catch • Share free reports and research on social media and the number
of shares and digital downloads is likely to skyrocket and give positive
brand association
• • Attendees can thank the sponsor with a Tweet or Like or Share if
they wish
• Track interest in terms of email open rates, social media interactions and visits/clicks to the sponsor’s website. • Cookiescanbeusedtoidentifythevisitorsreferredtothesponsor’s
website and even to track any sales made during that or subsequent
visits.Ifthesponsor’smotivationisincreasingexposuretoanew
audience then tracking the sales made as a result of these
introductions gives powerful data to keep sponsors coming back
and investing in your event and striving to offer bigger and better
activations each time
Add the Wow Factor to EntertainmentEntertainment can go a long way in terms of offering something out of the ordinary
andsomethingattendeeswanttobragabout!Fjord,theinteractivedigitaldesignand
innovationarmofAccenture,createdthe‘LoveIndex’whichfocusesonfiveprimary
marketing attributes and outcomes which create an overall experience; fun, relevant,
engaging, social, helpful12. Designed as a guide for digital interactions, they are also
useful benchmarks for live events.
‘Surpriseanddelight’isproventobeawinningstrategytokeepintereststrongandgain
loyalty and recognition through more emotional connections13. Surprise is arguably the
most powerful marketing tool14 that you need to build your event experience.
Shake up your event experience mix and use tech to offer something awe-inspiring:
• Withonly8%oftheUKpopulationhavingexperiencedVirtualReality(VR)15 and
33%intheUS16 it is still a novelty and something to capture the attention of event
attendees.UsingVRgogglesorsimulatorsisasure-firewaytoattractattentionand
interest
• Do something out of the ordinary that requires group participation or a shared
experience. This might be dining 150 ft in the sky, using pulsating, glowing
wristbands in a concert setting or transporting guests to another time and making
them part of the action through actors, costumes, and stage sets
• For social media sharing and FOMO moments, use a confetti or giant balloon drop
that everyone will want to snap and share with their network
• Have a hologram present to the conference delegation from the other side of the
world.
• Use robots to interact with attendees during the refreshment break or hand out
samples from an exhibition stand
• Usedronestocapture360-degreeaccessallareafootageofperformersatthe
event
• Createanimmersiveenvironmentwithclevertheming,AV,productionand
imagination
• Have iPad artists sketching a caricature for every guest to print and take home as a
memento
• Offeradigitalgraffitistationwhereattendeescancreateandprintouttheirown
event merchandise
22Experience Design: A Complete Guide to Creating Memorable Events
Exhibitors
Similar to sponsorships, exhibitors can help to provide a valued
part of an event, as well as precious event income which gives
event designers the freedom to add more to the Experience Mix.
Eventprofs don’t want any element of their events to be standard
so by training and supporting your exhibitors you can shake up the
exhibition floor to ensure they get more from their investment and
add to the overall appeal of the event. Exhibitions can also be a
hotbed to launch new products and this exclusivity can cement your
event in terms of innovation and making your event unmissable.
In return, exhibitors are more likely to get the interactions and
qualified leads they crave so that they will keep coming back and
investing more into the event.
Design a more interactive and appealing show floor and
educate and inspire exhibitors about the possibilities of taking a
different approach.
If the show floor is an exciting part of the event, attendees are going
to spend longer exploring and be encouraged to connect more
closely with the exhibitors that most appeal to them.
Make sure your exhibition rocks:• Exhibitionstandshavecomealongwayfromboringtable-topdisplays
and the grey walls of shell scheme. Support your exhibitors to be more
creativeandtech-savvyintheirapproach,usingtouchscreens,gaming,
evenAR(AugmentedReality)tostandout.ARcanenableexhibitors
toshareproductsthatwouldnototherwisehavemadetheevent-for
instancebulky,large,delicateordifficulttotransportitems.
• Trainexhibitorsonthedosanddon’tsofexhibitinganditwillpayoffin
terms of the number of conversations they will have. Use lead retrieval
technology to make it easy for them to accurately record leads ready
forfollow-upaftertheevent.Thistechshouldincludetheopportunity
to specify what additional information the attendee wants to receive,
which staff member spoke to them, identify high priority leads and
addspecificnotestoenableamorepersonalizedapproach.Oneof
thebiggestopportunitieslostisthat62%ofexhibitorsdon’tever
follow-upafterashow18. Sending out general group mailings instead of
personalized contact is another common mistake
• A virtual goody bag is a good way to give exposure in the lead up to the
event. Exhibitors can offer a giveaway to people that sign up for their
mailing list, which can be unlocked when attendees visit their booth at
theevent.Everyonelikesahigh-qualityfreebieorperk!
• Usepushnotificationstoenticemorevisitorstokeyboothswith
specialofferstriggeredbypassingbeaconsinspecificareas.Thiscan
raise excitement levels if the deals are worthwhile
63% of attendees say the
top deal breaker is
when a vendor is selling,
not educating17
23Experience Design: A Complete Guide to Creating Memorable Events
Business Deals
Face-to-face interactions are important in business dealings. Research
has proven that handshakes increase cooperative behaviors, which
have a positive effect on negotiation and deal-making19.
93% 90%
88%
say meetings improve their
ability to close deals20
say meetings help with
networking21
say they meetings help them
grow professionally22
Networkingcanbeawayindividualsbuildtheirpersonalandorganizationinfluenceand
cement their social standing against their peers. Attendees are sure to remember and
appreciate business wins which came about as a direct result of your event.
Maximize the deals done face-to-face:• Use matchmaking software to bring together or mix up guests in a
seating plan to create interesting opportunities to meet new people,
socialize or participate in group work
• Use tech to identify business opportunities and bring the right people
together. For instance, if an attendee is seeking a particular product or
servicetheywillappreciatefindingitatyourevent
• Develop online communities and conversations to create relationships
beforetheeventtocreatefamiliarityandface-to-facenetworking
opportunities.Interactionscanalsobenurturedonlineaftertheevent
• ChoosearegistrationsystemthatsyncswithyourpreferredCRMfor
up to date information and history about each of your customers. Use
this data to entice them to sign up for events they have attended in the
past or send them a special discount code on their birthday
24Experience Design: A Complete Guide to Creating Memorable Events
Education and LearningLearning is the second most important motivation to attend events.
Education, through programming, content, speakers, and exhibits,
is a key event consideration and an important part of the event
experience. An event needs to keep interest levels high and should
spark ideas and energy in participants.
Maximize the learning opportunities at your event through tech and give participants
what they crave:
• Make learning more interactive and fun throughout your event by using
audience response systems for live Q&A, quick polls, and feedback
which the speaker can use to adapt and direct the content of their
presentation in real time to ensure it is relevant and customized to
what the audience needs most
• Use collaborative documents to invite participants to answer
questions, such as asking medical students to identify anomalies in
anx-ray.Thetrainercanthenrevealaheatmapshowingthegroup
responses or highlight and discuss individual answers in an engaging
and informative way. Learning in this way is much more memorable and
attendees will stay more focused and attentive as a result
• At business events, group activities and shared problem solving
between colleagues and peers can be one of the most powerful
elements of the event. Tech can be used for partner work to record
pledges or introduce a completely different approach, such as a
hackathon event format, where small groups collaborate to solve a
problem and create a solution within a set timeframe
• Tracklong-termlearningandretentionbyrepeatingaproficiency
test at an agreed date after the event to see if the scores improved on
resultsfrombeforeorduringtheevent.Significantimprovementswill
prove the value of your event to the attendee and stakeholders
71%
91%
Of attendees to corporate
events, say learning learning is
important23.
Of respondents feel that keeping
up with their profession and
industry is a top reason to attend
an event24.
Experience Design: A Complete Guide to Creating Memorable Events 25
Nurture new attendees and keep all participants loyal and returning to your event:• Identifyfromtheregistrationformanyfirst-timeattendeesand
send them a targeted welcome email to invite them to a closed event
community/threadwheretheycanaskquestions,andbuddyupandget
to know each other before the event
• ViatheCRM,offeraloyaltyschemetorewardloyalattendeeswitha
free event ticket after they have attended 10 consecutive events
• Surprise your biggest and most active fans on social media by
offering some free merchandise when they check into the event as an
unexpected thank you.
Keeping Attendees LoyalItiseasiestandmostcost-effectivetokeepcustomerscomingbackthantofindnew
ones each time. Longevity of your event requires developing and nurturing a tribe of
event ambassadors that can help your event to grow. Loyal customers demonstrate
higher rates of satisfaction, which can have a positive multiplier effect around the event,
before, during and after it takes place25.
26Experience Design: A Complete Guide to Creating Memorable Events
Team Building and Bonding
Team building and bonding are most effective through face-to-face
events and, whether this is the focus of the event or a secondary
benefit, the majority agree that team engagement, collaboration,
professional development and productivity are improved by
participation in in-person meetings, conferences, and events. Events
meet our inbuilt desire to build tribes and find other people that share
our primary interests and thoughts26.
Bring out team spirit and better performance through the clever use of technology:• Use technology to mix up attendees and break up cliques or introduce
new team members to their colleagues to encourage faster team
bonding. Attendees will appreciate the opportunity to get to know new
colleaguesoutsidetheirusualofficeenvironment
• Chooseaneventappwithgamificationfeatures,includingateam
leaderboard, and brings out the competitive nature of your attendees.
Event sponsors can offer enticing prize incentives for the overall
leaderboard winners
• Create a virtual treasure hunt with team challenges via the event app,
useBluetoothtounlocklocationsorsetupcluesusingAR.Encourage
movement and desired behaviors around the event site including to
lessvisitedareasofthefloorplanandinteractionswithkeysponsors
and exhibitors
94% 91%
say that in-person
meetings, conferences
and events improves team
engagement27
say that in-person meetings,
conferences and events
improves collaboration28
88% 84%
say that in-person meetings,
conferences and events
improves professional
development29
say that in-person meetings,
conferences and events
improves productivity30
Experience Design: A Complete Guide to Creating Memorable Events 27
Reflection and Follow-upJustbecausetheeventisoverdoesn’tmeanitshouldbeforgotten-farfromit.
Attendeeswillonlyretaininformationinthelonger-termifitresonateswiththemand
isdeliveredinawaythatsticks.Ifsomethingnovelgrabsyourattention,itstimulates
specificreactionsandchemicalsinthebrainwhichgiveamemoryboost31.
Keep your event fresh in the minds of attendees:• Usetechtodemandamorehands-onandinteractiveapproach
to learning. Consider throwable mics, event apps, collaborative
documents or audience response solutions, such as live polling and Q&A
• Schedule an automated and personalized email to check in with
attendeesandseeiftheyhavekeptupwithaspecificactionthey
pledged to undertake as a result of the event
• Ensure your event technology stack integrates and communicates
with different products so that data is added to the right place. For
example, the event sessions attended and feedback submitted should
automaticallybeaddedtotheCRMrecordoftherelevantattendee.
Thisallowsamorecompleteandpersonalizedfollow-upaftertheevent
and provides more background information which will help you to
segment your audience more effectively
• Use the event app, communication tools such as Slack or the event
community social channels to encourage participants to share their
learnings and takeaways from the event. Create a thread for attendees
to share their personal aims following the event so that others can
hold them accountable and support them. To keep giving value
andstrengtheningyour‘eventtribe’workhardtomaintainactivity
throughout the year, not just around your event date
Measure Event ROIYourattendeesandotherstakeholderswillhaveagoodideawhetheryoureventhas
mettheirexpectationsandtargets.Thiswillbereflectedintheirsatisfactionlevels
immediately after the event and also proven up to six months afterward when they have
hadtimetoreflectfurtherandfollow-uponactionsandleads.
Tools and techniques can help you measure and report event ROI and deliver an event that continually improves:• Monitor movement around the event. Heat maps and other tracking
methods can identify the areas with the highest footfall and this data
can be used to improve the event layout, sell the most prominent
locationsanddesignpurpose-builtinterventionstoencouragemore
traffictolessvisitedareas.Addcoolinteractions,tech,giveaways,
photo opportunities and F&B stations
• Social listening and sentiment analysis can be used, particularly to
assess the feedback from evaluation forms and social media, and
addressanyissuesthatarerevealed.Youalsoneedtoshowthatyou
care and respond back to any concerns raised
• Calculate the cost per conversion for sponsors and exhibitors by
dividing the cost of their involvement in the event by the number
of leads achieved via the lead retrieval tool and the sales revenue
achieved (as tracked through cookies on their website)
• Use facial recognition technology to identify the reaction of your
audience to your event32.
28Experience Design: A Complete Guide to Creating Memorable Events
Here are the top 10 items discussed in this report to take away with you:
• Event planners need to be experience designers. Focusing on the logistics and execution is no longer enough, modern
eventplannersneedtothinkstrategicallytoelevatelong-term
outcomes and impact.
• Experience design is based on a solid strategic plan. Approachingexperiencedesignrequiresunderstandingofthespecific
objectives of the hosts and stakeholders, including the participants.
Start by stating the business challenges your stakeholders want to
overcome by hosting or participating in an event.
• Include unstructured and unplanned elements. Purposefully plan to give enough time and space during the event for
gueststoreflectandcontextualizetheelementsandcreateamemory
that is relevant. Allow serendipity to happen.
• Design brand alignment and values across every element.
To bring a brand to life with consistency, and in temporary
environments, needs deep understanding and awareness of brand values.
Everyelementmustalignwiththeorganization’svalues,andmakesense
so it is appealing to the audience and creates the desired response.
• Rethink every element and move beyond the obvious. Don’tdothingsaccordingtohistoryortradition.Askdifficultquestions
anddelveintothelayersthatgobeyondtheobvioustofindthe“why”
andcreateapurpose-designedeventexperience.
• Tech can elevate to the event experience. Eventtechnology,AV,andproductioncanplayanessentialroleinthe
event experience mix. For each element you consider, ask how it will
help you get to a positive impact and a measurable outcome.
In ConclusionThe age of running events and focusing only on
logistics planning is over. Event professionals
are looking to create and design experiences
that impact the memory of attendees forever.
29Experience Design: A Complete Guide to Creating Memorable Events
• Create a sense of place. Use elements consistent with the
expectations of the event and brand to
create a sense of anticipation and, ultimately,
immersionwiththebrand.Createspace,flow,
and the particular environments that offer the
best settings for what needs to happen, from
thefirstentrancetothefinaldeparture,to
make sense and deliver on the objectives.
• Content is king. Experience designers need empathy with the
audience to determine the content that will be
the most meaningful and meet (and exceed)
their needs. This includes determining the
delivery methods and formats that will have
the most impact.
• Creating experiences often results in shareable FOMO moments. By designing spaces and experiences that
deliver a wow factor we often encourage
shareable content and ‘fear of missing
out’.Intoday’ssocial,digitalenvironment
participants are building their social stature
via images and content and welcome the
opportunity to share with personal networks.
• Events must demonstrate clear results and ROI. The experience mix must be seen as
worthwhile and to varying extents,
transformative, with a measurable change
in behavior, attitude or knowledge for
participants and stakeholders.
1 CECREDIT
1 CECREDIT
1 CECREDIT
Experience Design: A Complete Guide to Creating Memorable Events 30
Additional Experience Design ResourcesEach Webinar will earn you 1 CMP credit
WebinarOn-Demand
Event Gamification: Maximize Attendee Motivation, Learning & Networking
Gamificationwasmentionedasausefultoolthroughout
thisebook.Inthiswebinar,you’lllearncreativegame
ideas based on successful case studies that will help you
achieve your event goals.
WebinarOn-Demand
5 Things Every Sponsor Wishes Event Professionals Knew!
Sponsors are a key stakeholder you constantly need to
attract and retain to ensure maximium event revenue.
Learn the top 5 things that will keep them coming back
year after year.
WebinarOn-Demand
How to Use Social Media & Event Tech to Grow Your Event Community
Social media and event tech are extremely powerful
toolsforcreatingyear-roundeventcommunities.In
thiswebinar,you’lllearnbestpracticesforgrowingand
maintaining engagement.
Watch Now Watch Now Watch Now
Experience Design: A Complete Guide to Creating Memorable Events 31
About the Authors
Julius SolarisJuliusSolarisistheeditorofEventManagerBlog.Startedin2007,EventMBisthenumberoneblogworldwideforeventprofessionals.
HeisthefounderoftheEventInnovationLab,animmersivetrainingprogramforFortune500companiesandhigh-growtheventteams.
Hehasbeennamedoneofthe25mostinfluentialindividualsintheMeetingIndustry.
He is the author of over 10 books on event technology and innovation (The Eventtech Bible, The Good Event Management Software Guide,
TheEventAppBible,MeetingDesign,TheFutureofEventMarketing,TheArtofVenueNegotiation,theannualEventTrendsReport,Social
MediaforEvents,EngagingEventsandTheVenueoftheFuture).
Tahira Endean, CMP, CEDTahiraEndeanisaserialeventproducer,continuallycuriousabouthowwecandesigneventsthatbettermeettheneedsoftoday’sparticipant
andthestakeholders.TheauthorofIntentionalEventDesign,OurProfessionalOpportunity,Tahiraspeaksfrequentlyacrosstheindustryand
instructsSustainableEventOperationsatBCIT(BritishColumbiaInstituteofTechnology).
Tahira has been named a MeetingsNet Changemaker and a Meetings Trendsetter: Agents of Change by MeetingsToday (2018)
andisamemberofMeetingsandIncentivesCanadaHallofFame,
Tahira loves being part of a team that brings ideas alive and is excited for her next adventure. @tahiracreates.
Becki CrossBeckiCrosssetuptheUKbasedeventmanagementcompanyandSME,EventsNorthernLtd,in2004.Beckihasorganizedeventsranging
from conferences to exhibitions, festivals to awards ceremonies, fashion shows to golf tournaments and everything in between. Organizing
conferencesandcorporateeventsareBecki’spassionandshebelievesthatconferencesshouldneverbeboring!
BeckiistheDeputyEditorofEventMB,whichshedescribesasherdreamjobalongsideeventplanning!FollowBeckionTwitter:@beckitrain.
Experience Design: A Complete Guide to Creating Memorable Events 32
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Experience Design: A Complete Guide to Creating Memorable Events 34
About EventMBEventManagerBlogisthemostinfluentialwebsiteinthemeetingandeventindustry.It
offers education, innovation, and inspiration through regular articles and industry reports.
Foundedin2007,EventMBhasbeenwidelyreferencedasthego-toresourcefor
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About EventMobiEventMobi provides technology that empowers event marketers and planners to create
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notifications,polls,surveysandgamesallfromacentralizedeventmanagement
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Experience Design: A Complete Guide to Creating Memorable Events 35
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Acknowledgements
Credits and ThanksThis guide would not have been possible without the help of an incredible team of people.
Thank you to:
EventMobi-forsponsoringthisreport.
CarmenBoscolo-formakingtheprojectareality.
TahiraEndean-forcontributingherexpertiseinexperiencedesigntothestrategy
section of the report.
BeckiCross,MDofEventsNorthernLtdandDeputyEditorofEventMB-forco-writing
and editing.
CamilleWagner-forprojectmanagementandsupport.
DisclaimerWhile this report has been sponsored the analysis is completely unbiased.
Publishing date: August 22, 2018.