If you’re an event planner, your world revolves around logistics. Itineraries, room layouts, vendor contracts, and head counts dominate your to-do lists. And this is certainly for good reason. You’re the conductor keeping the show moving smoothly. Just don’t forget a crucial component of any successful event that may not be so obvious: creativity. avad3 event production is a national team where highly creative individuals work their magic to make an event the best it can be with seamless audio, video, and lighting.

What is Event Creativity?

This may seem like a topic for your art or marketing team, but trust us—creativity matters in events, including corporate events. If you don’t want your conference or brand launch or gala to feel like the last one (or five) your attendees have gone to, creativity should move to the top of your priority list. This does not mean you have to create an astonishing, once in a lifetime moment. Creativity just means being thoughtful and purposeful about all of the elements of your event in ways that are unique to your organization.

Why Event Creativity Matters

Regardless of the industry you’re in, the people who are attending your events have probably been to many like it. Utilizing a little creativity can help set your event apart, making it more memorable and improving engagement. This often results in an increased return on investment (ROI) and it enhances the overall experience for everyone involved from start to finish.

Photo by: avad3 Event Production 3D LED Wall video display at Walmart Marketplace Seller Summit – Las Vegas NV.

Components of Event Creativity

If it feels overwhelming to understand how to make a concerted effort to integrate creativity into the event planning process, consider the different components individually:

Innovative Event Design 
Sometimes the word design triggers an assumption that you’re no longer talking about the main goals of an event. But intentional and innovative design has a place in every corner of planning. Many production companies have graphic designers and other specialists that can help produce and develop ideas. The most important outcome of design is that everything is intentional and cohesive- an achievable goal for sure.

Holistic Approach to Event Branding
A brand logo might not be noticed at the check in table. But if it’s seen again on the stage, in the printed materials, and on the tablescapes, it’s much more likely to make an impression. Even more subtle options like an on-brand color scheme or basic imaging can create a theme and set an environment.


Photo by: avad3 Event Production, stage at lighting  at EAST Con – Hot Springs AR.

Intentional Theme Development 
Perhaps your theme is a tagline or image, or maybe it’s just a mood. A good theme takes into consideration what your goal for the event is, and what you want attendees to take away from their experience. Do you want them to leave feeling energized? Having extensive knowledge of your new product? Committed to a new goal? Work to choose a theme that promotes your goal, and constantly look for places your theme can make an appearance or be supported by the event details.

Engaging Stage Construction 
Your event guests will likely spend a lot of time staring at your stage area. Never miss this opportunity. It can be so much more than a backdrop. Production companies can use lighting, furniture, signage, and other innovative design elements to create a space that enforces your theme and inspires your audience.

Immersive Experiences 
Depending on your event length, location, and purpose, an immersive experience component might be a brilliant way to fully engage your participants. Check out our article on experiential events, which includes some great examples of successful immersive experiences for inspiration.


Photo by: avad3 Event Production, colorful, floral gobo projections at Mercy Charity Ball – Fort Smith AR

Event Space & Visual Impact

Production is bigger than the stage, your entire event space should be considered a creative opportunity. The way you lay out and use your space can work to your advantage not just logistically, but in ways that promote your theme and energize attendees. Unused corners, long hallways, and the backs of rooms do not have to be forgotten spaces. They can be used for displays, conversation areas, or even serve as spaces for innovative technology to make an appearance. Event production companies can be a great source of suggestions for how to maximize your space’s impact.

Experience From Invite to Event

Your first point of contact with your attendees is long before they show up. How will they first hear of your event? What form will their invitation take, and what will their communication with your team up until the event look like? Will they see information on social media? Don’t forget all that happens before an event. It serves to set the tone and excite participants about what they’ll experience, especially when there’s continuity as they arrive and attend the event.


Photo by: avad3 Event Production, band plays on stage in front of 100ft projector screen.

Building a Creative Event

There are plenty of ways to simplify the thought process when creating your event and focusing on creativity. First take advantage of the wealth of innovative design and technology that exists and continues to evolve and expand. If creative tech is not in your wheelhouse, talk with your production company- it’s definitely in theirs. Find out what’s out there that’s new and exciting, and how it might fit with your event. Thoughtfully select a holistic theme, and approach every part of your planning with that theme in mind. It will give you a great foundation to build upon. Consider nontraditional ways to engage and immerse your attendees in their event experience- there are innumerable examples to discover that will spark your imagination. And remember that your event begins as soon as your participants hear about it, so consider every point of contact as an opportunity to be creative.

Creative events have an intrinsic value that really can’t be overstated. If it feels like it’s a feat you don’t want to manage alone consider hiring a creative events company so the pros can be on your team. The essence of a well-thought-out, creative event is that it is effective and powerful, and that’s an outcome that is imminently achievable with some creative work in the mix.

Is it a coincidence that the word “execution” can mean the process of carrying out a plan and it can also mean…less pleasant things? But executing an event can happen with zero drama if you know what you’re doing and have a great plan. Obviously events, especially large ones, have multiple moving parts and rely on lots of people doing a variety of things well and on time. Not only is this doable, it’s infinitely manageable with the right tools.
An event manager is like an orchestra conductor. If the conductor has excellent musicians who have clear communication about what’s expected from their performance and comes prepared to lead with a thorough knowledge of the music, the performers, and the space, success is highly likely. Executing an event is just the same. At avad3 we seamlessly execute over 200 events a year nationwide! It takes a knowledgeable team of A/V/L experts to pull off an amazing event.


Photo by: avad3 Event Production, team unloads gear from truck outside of an event.

Planning & Staffing

Any event, including corporate events, starts with planning, months and sometimes even years out. There are lots of ways to go about this, but one efficient process is to consider the three main parts of planning:
1.      Identify event needs What are the goals of the event? Are you trying to get people familiar with a new product? Engage employees? Train industry professionals? It’s much easier to plan when you have named and quantified the needs and goals.
2.      Manage tasks You know there are a thousand things that have to happen for an event to get fully planned. Start a checklist on day one. Tons of event management apps and software programs exist to make this easy. In addition to putting items on the list, consider the people involved in the event and how you’ll collaborate with them throughout the planning process.
3.      Staff the event At minimum you’ll likely need a small team to help you make the event happen but it’s often a much larger group consisting of vendors and event workers. This is your orchestra. Ensuring that you have an event staff that you can trust to do high quality work is essential.



Photo by: avad3 Event Production, team member conversation at Walmart Marketplace Seller Summit – Las Vegas NV.

Technology & Tools

Technology has long been a part of events, but its role is more integrated than ever. Every facet of not only the event, but also its planning and execution, can be enhanced by the newest tech tools.

Event Planning Software

If you’re a notebook and pencil planner you may be hesitant to embrace event planning software, but consider the advantages. Your budget, vendor info, and document storage can all be neatly organized in one dynamic space, always accessible by your laptop, tablet, or even your phone. You can allow multiple people access to view and/or edit so you can be notified of changes in real time and you don’t waste valuable planning minutes messaging updates to your team.

Event Apps

An event app can totally transform the attendee experience while it’s simplifying your job. Once participants have the app (easy enough to do with a QR code at check in or in pre-event communication) they can access itineraries, speaker info, registration forms, space layouts and more all in one place and all at the same time. You will be able to make last minute additions or corrections and push out the latest info to everyone easily. There are even features like real time polling, Q and A entry, and lead captures that will truly enhance the event experience for everyone.

Event Technology

When you’re planning the event content, talk with your event production company to find out what options exist for incorporating the latest technology. Dynamic LED screens can replace signs; live streaming can greatly increase your participation options. New tech is constantly available and can often make your job easier while making an event more exciting and buzzworthy.

Photo by: avad3 Event Production, Audio console set-up

Marketing & Communication

Your event will only be as successful as the marketing that gets people there and interested. Part of identifying your goals is determining who your audience is and how best to reach them. The way you communicate with and market to them up until the event cannot be overlooked or undervalued. Mail, email, social media, and advertising are all options that can be used, but some work better than others depending on the situation. Take time to create materials that will catch their attention and be purposeful about a marketing plan that considers the frequency and methods of your efforts.

Logistics & Venue Management

Here we get to some of the fundamentals of event execution. Often event planners are juggling multiple events at once and the logistics can be overwhelming. It is crucial to select venues and hire vendors that you trust and that know how to handle their part of the work flawlessly. Ideally, the orchestra conductor is not having to correct a violinist’s work during the performance. Everyone is professional, knows their job, and executes it, which leaves you free to manage the flow and handle issues as they arise.
One facet of logistics that shouldn’t be overlooked is speaker or presenter selection. Of course you’ll want people with the right content fit. But make sure they’re also professional and that they clearly understand their role and the goals of the event so there are no surprises.
Speaking of surprises, those are rarely good at an event if you’re running the show. That’s why rehearsals and venue walk throughs are so important. They happen at the busiest time of event planning so it can be tempting to skip them but it’s a big mistake to do so. These are your best opportunities to spot any previously overlooked issues, conflicts, or glitches without an audience and in time to course correct. You can finalize your itinerary with confidence that you’ve walked through the plan and it will work.

Photo by: avad3 Event Production, team member manages stream for a live webinar.

Lead Capture & Engagement

Depending on the type of event you’re having, lead capture could be an important goal. Almost certainly engagement is. Spending some planning time considering how to make it happen is worth the investment. There are ever-evolving options for helping your attendees and stakeholders capture leads- especially if you embrace the tech that continues to make it easier and more interesting. Tech also allows participants to be more directly involved than ever. They can give real time input and feedback. A large format discussion used to be limited to the few people who could make their way to use a microphone. Now through an app or website, everyone present can participate and add value. Make your best effort to have successful engagement, but make sure you don’t rely on your own perception to assess whether or not it worked. Consider incorporating post-event surveys or other ways to measure the event’s success from other points of view.

Legal & Budget Considerations

The budget is everyone’s favorite part of planning, right? Okay, obviously not. BUT. It actually can be a tool you use to relieve some stress. Developing a thorough, categorized budget in the first stages of planning will help you prioritize the rest of your work. Although it may seem contrary to your instincts, share your budget with prospective vendors. This will help you get a realistic understanding of what you can afford to do, and you’ll realize quickly if the budget needs tweaking.
Throughout planning, paperwork will be inevitable. It might not be fun, but don’t even think about skipping it. Contracts are there to protect you and to ensure that everyone has the same expectations of what will be done. Make sure agreements are thorough and spell everything out.
If budgets and paperwork (or any part of the planning process really) are overwhelming, you might consider choosing an event planning company to partner with. Their expertise can save you valuable time and money while preventing mistakes or overlooked details.

Photo by: avad3 Event Production, digital signage at Mastercard’s Excellence in Analytics Summit – Bentonville AR.

Sustainability & Best Practices

It can be tempting to skim over this part, because you’ll get to the finish line without it. It won’t be nearly as satisfying though. Best practices exist for a really obvious reason- they are the best way to do what you’re doing, as determined by the experience of all who have gone before you. Listen to the voices that have already done what you’re doing and the lessons that have been learned. You will save so much time and so many mistakes. Sustainability is almost always included in best practices simply because it is what’s best. These methodologies have been developed for all industries so that planners can proceed with confidence, knowing they’re doing good and ethical work that will likely result in success. For the best results, incorporate the best practices you learn into a comprehensive event execution checklist.

There are no super secret magic tricks to executing a successful event. It comes from careful and thorough planning and using the tools available to you to their fullest capabilities. Learn what your options are. Make goals, a budget, and a to-do list, and prioritize. Communicate with your vendors, stakeholders, and participants to learn as much as you can about what everyone expects from the event and what everyone can contribute. Prepare, rehearse, and assess. And during the event, pause for a moment to look around and savor the success you’ve created.

It’s often difficult to feel involved at an event with thousands of people in attendance. Even when a presenter involves the audience, chances are you’ll be more of an observer than a participant. And while learning can absolutely happen in large groups, the methods and effectiveness are limited. This is why breakout sessions can be so essential to events. They can have different structures, sizes, and goals, but they all serve a common purpose: they increase the value of an event for attendees. Pulling this off often requires the expertise of an event production team, at avad3 We maintain control over every aspect of production, ensuring quality and reliability. We are a hands-on team committed to delivering exceptional results and seamlessly integrating ourselves into your project.
Let’s look at how this happens.

 
Photo by: avad3 Event Production, cozy breakout space at Walmart Marketplace Seller Summit – Las Vegas NV.

What are Breakout Sessions?

Basically, breakout sessions are smaller meetings that happen at designated times during a larger event. There are typically multiple breakout sessions happening at the same time, and attendees are either assigned a session to attend or are allowed to choose based on their needs and preferences. The aim of breakout sessions is to allow for greater participation and collaboration within a more intimate setting. Breakout sessions can be just as effective virtually as they are in person to boost engagement and productivity. If you’re interested in the photos you’re seeing in this article, check out the case study to the event we’re heavily featuring here

Photo by: avad3 Event Production, Team member makes adjustments in breakout room at Springdale Convention Center – Springdale AR.

Breakout Session Benefits

The benefits of breakout sessions are plentiful. People feel much more comfortable in smaller groups when being asked to participate in a discussion or activity. It’s a great opportunity to focus on a specific topic and invite detailed conversations. If attendees have been in large sessions, listening to speakers, a breakout session can provide a welcome break from the monotony that allows them to relax and refocus. Participants are much more likely to feel ownership over the training they’re receiving, or the work they’re doing, when they feel they’re a part of a small group that has come together purposefully, and it will enhance their engagement.


Photo by: avad3 Event Production, Team member behind camera in breakout room at EAST Con – Hot Springs AR.

Types of Breakout Sessions

Breakout sessions can have many outcomes, even within one session. Usually, though, the sessions are created with one of four main goals in mind:
–       Collaboration These sessions serve to have a small group accomplish a task together. Maybe they are brainstorming, maybe they’re refining an idea. This is similar to the think tank concept. The way collaboration is achieved can depend on the size of the group, the time, and the task.
–       Learning At large professional conferences, learning breakout sessions are a popular way to provide attendees with a range of opportunities to learn more in areas that specifically interest them. It allows a greater diversity of knowledge to be disseminated, by a range of presenters whose expertise varies. Each presenter has the freedom to present in the way that best suits them and the information they are passing along.
–       Fun For people to work well as a team and be productive, it is essential that they get to know each other in a way that’s low pressure and enjoyable. There will always be people who think having fun isn’t important or helpful but- we’ll just say it- they’re wrong.
–       Networking If attendees don’t get much face-to-face time or have never met, breakout sessions are an excellent opportunity for them to fix that. This can even work with online sessions, and it adds tremendous value to the event experience for those who participate.


Photo by: avad3 Event Production, Team member adjusts audio console in a breakout room at EAST Con.

Breakout Session Ideas

Once you know which type or types of breakout sessions you need, you can turn to choosing from a wide variety of options on how to structure them. Let’s look at some examples of what can happen in breakout sessions.
–       Lightning Talks In a setting where education is the goal, it’s important to guard against overwhelming attendees. Lightning talks, where a presenter gives a focused, short talk on a particular topic, allows for a slice of knowledge to be presented in a way that keeps everyone’s attention and is manageable to ingest.
–       Speed Networking Being surrounded by hundreds of your professional peers is an excellent opportunity, but creating connection can be difficult. A speed networking session gives participants the infrastructure they need to make new contacts quickly and efficiently.
–       Games Yes, games. Fun can be tremendously effective at getting people engaged and energetic.
–       Listening Sessions Go smaller and more intimate to allow attendees to hear from key voices and leaders. This is also an opportunity for conversation in lieu of presentation.
–       Goal Setting This is a flexible process that can be used to allow attendees to make personal or professional goals, or even work together to brainstorm goals for a project or organization.
–       Ask Me Anything (AMA) Popularized online but just as doable in person, these sessions allow a leader or noteworthy attendee to answer questions in a more casual setting. Doing this during a breakout session means more people will be able to actually ask their questions, and it will make the process feel more informal and intimate.
–       Outdoor Activities Breakout sessions don’t have to happen in conference rooms or ballrooms. An outdoor session can bring a literal and figurative breath of fresh air to participants and allow them some movement. It’s a great opportunity for activities with a physical element.
–       Open Mic Most people have something valuable to say if they’re given the chance. Open mic sessions can be fun and interesting but they can also be revelatory. It’s likely that your team has hidden strengths they’ve never had the opportunity to showcase. This gives them that opportunity.
–       Drop-in Discussions This is a great option when participants are on the go. Hosting a drop-in discussion on a specific topic means people who would need to arrive late or leave early can still feel encouraged to attend and participate.


Photo by: avad3 Event Production, large breakout room at Walmart Marketplace Seller Summit – Las Vegas NV.

Planning & Execution

If you know breakout sessions will add value to your event, it’s important that you plan well and execute properly. First, set clear goals for each session as you plan. Make sure there isn’t redundancy and that you have a measurable way to know if the session was successful. When scheduling the sessions consider space layout, noise issues, and travel time for attendees. Even if the sessions are virtual, people need time to visit the bathroom and take a breath to refocus. Once the schedule is set, make sure participants are informed of all the important details.

For each session, consider the space. How should it be laid out? If it’s virtual, what format will work best? If you are grouping participants rather than having them choose what to attend, do so thoughtfully.

Consider the range of experience, demographics, and personalities to create groups that will provide a variety of viewpoints and expertise. Make sure each room has all the materials and equipment it needs. Double check with a session’s presenter or moderator on this point since they’re the ones who will be running that particular show. Technology can enhance sessions in all kinds of ways, so look into what you have available and discuss the sessions and your options with your production company. Don’t forget to get event feedback specifically on the breakout sessions both from participants and facilitators, so you will know what worked and what could use improvement next time.


Photo by: avad3 Event Production, breakout room at Rewired – Bud Walton Arena.

Using Platforms

If your event has an online component or is entirely virtual, don’t think that breakout sessions can’t still happen and be valuable. Tools exist that make the process streamlined and smooth- products like Kaltura can help you manage your sessions with ease. They contain features like auto-assign for groups, digital whiteboards, and simplified screen sharing. You can also assign host controls for breakouts that allow multiple people to manage several sessions simultaneously.

Breakout sessions have been around for a long time, with good reason. They’ve proven effective at giving people a different, more intimate way to work and learn. They can be employed at large conferences, company meetings, and learning summits. The ways they can be used are as varied as the outcomes that can be achieved, and the evolution of technology has broadened capabilities even more. Breakout sessions are worth the planning work!

Listen.

Really, truly listen. The next time you’re at a large meeting or an event, notice how the  sound is delivered to you. How are the microphones and speakers? Can you hear static or are the voices distorted at all? Does everyone come across at about the same volume? At most events, sound is the primary method of information delivery. It also sets the mood, defines the energy, and whether you realize it or not, it communicates the professionalism and level of planning that has gone into the event.

Photo by: avad3 Event Production, A1 makes adjustments on Yamaha DM7 Console.

Reasons Why Audio is Crucial for Events

Engagement Regardless of the event type, every planner wants their participants to be engaged. Perhaps a CEO is presenting performance data at an annual meeting, or a gala host is recounting the impact recent donations have made on a nonprofit’s work. You want attendees to be able to remember, retain, and respond to what’s being presented. They can’t do that if they can’t hear clearly, or they’re distracted by poor sound.

Message Clarity Every word counts. If a microphone shorts out every once in a while, even if only a few seconds are lost, it matters. Not only can it knock a presenter off his or her rhythm, it can inadvertently omit or change crucial parts of a message. You don’t want people wondering if they heard “fifteen percent” or “fifty percent”. Clarity is essential, and it must be consistent.

Video Enhancement It’s such a letdown when a video begins to play for an audience and the audio fails to come on, or blares so loudly everyone covers their ears, or is on a 3 second lag. Video presentations at events are usually products of a lot of thoughtful work, and their impact can be significantly diminished if the audio isn’t flawless. Even if it’s fixed quickly, the impact of the moment is lost.

Emotional Impact If you’ve ever been to a large event when there was alot of audio feedback or a mic went out, you know that it changes everything even if it only lasts for a moment. The participants’ concentration is broken, and whatever emotional or mental place you are trying to lead your group to is suddenly derailed with the distraction. Quality event sound means you never notice it’s there, because it’s working consistently, and everyone is able to focus on the content and the feeling of the moment you’ve brought them to.


Photo by: avad3 Event Production, A2 prepares mic packs for 3,000 attendee conference.

Creating the Best Audio Experience

By now it should be clear that audio is a component of any event planning that should not only not be ignored, but deserves priority in planning and execution.
Here’s how you make it happen:

Investment in Quality Equipment Audio is an arena where quality really matters. Using in-house audio-visual equipment may seem like the way to go for simplicity’s sake, but it’s highly unlikely that you’ll get the microphones, speakers, and recording equipment you actually need. You’ll want a production company that can provide newer equipment that is in excellent condition. You don’t want a wireless microphone that can’t hold a charge or a speaker system with fraying wires. Technology is constantly changing and improving, and you want to benefit from that rather than get by with outdated methods. Your sound will only be as good as the equipment it’s being sent through, so make sure the equipment you’re using is the best.
 
Sound Check This is a step that should never be skipped. A sound check achieves more than one goal. It ensures that all equipment is performing as it should, that speakers are located in the ideal locations and that you have enough of them. It allows you to determine ideal volume levels and microphone consistency. Most importantly, the event planner can leave a sound check feeling confident that participants will have a smooth audio experience.
 
Professional Setup Are you noticing that this is a lot to think about for sound? It is, and it’s all important. That’s why working with an experienced, professional production company is essential. A production company knows the answers to all the audio questions you have. They know what equipment will make the best use of your budget while making sure it meets all of your needs. They efficiently set up and run the audio components of your event to be flawless and invisible. No wires running across the floor, no mic battery changes in the middle of a presentation, no last minute panic that you forgot something. Your attendees will never know they were there, but you’ll be thankful every minute that they are.

Photo by: avad3 Event Production, avad3 team member makes adjustments on the audio console in a conference breakout room.

Considerations for Event Sound

Event Type & Size Obviously, a 30-person meeting has different needs than a 300-person gala or a conference with thousands of attendees. A production company will work with you to ensure that you have exactly the scope and range of equipment you need. Decisions like how many microphones to use for a panel discussion, exactly how loud you’ll need the sound to be, and what role music (either live or recorded) may play in your audio plans will be made with your production company. They’ll guide you to choices that maximize your budget without compromising quality.

Speaker & Music Quality Again, sound is only as good as what it’s coming out of. Your production company will know how many and what types of speakers will be best for your event, as well as where they should be placed. They’ll also confirm that any audio files, like prerecorded music or videos, are in the correct format and of sufficient quality to come through crystal clear. A sound check will confirm the right choices.

Room Acoustics No two rooms sound just the same. What provides great sound in one room may get swallowed up or create an echo in another. The setup will be unique to the space and dependent on multiple factors such as room size, acoustics, and layout. Again, a great production company will know exactly what to take into consideration and will be able to make informed decisions about how to proceed.

It’s natural for event planners to look for ways to cut costs, especially ways that won’t change the successful outcome of the event. Audio is one area, though, where the investment is always worth it. The most beautiful, well planned event in the world can’t overcome an audience not being able to hear the keynote address or speakers constantly glitching. Audio production deserves a priority spot in budgeting and planning, and a great production company can pull it all together so it integrates seamlessly into your event.

Experiential events have become the gold standard in marketing and event planning. If you haven’t organized one before, it may seem like an impossible and daunting feat. At its core, though, the concept of an experiential event is simple. Rather than guests attending as observers, an experiential event gives them a chance to be participants. What they get to do, what they experience (hence the name) is up to you. There are innumerable ways to incorporate experiences into any event and there’s no question that it’s worth the effort.
Attendees will identify with and remember an experiential event, and can learn so much more from doing than from just seeing or hearing. It seems pretty obvious that experience is a component that adds value to any event, so the question just becomes: How? How do you incorporate experience in a way that makes sense, is unique, memorable, and is manageable from a financial and logistical standpoint? Let’s get into it.

We’ve seen experiential events become popular in a variety of ways. The advantage for brand activations and product launches is clear: when customers and stakeholders can touch, feel, or taste a product, they’re much more likely to remember it and build excitement in their community. Having heard there is a new brand of energy bar is not interesting; being invited to try one while meeting a well known athlete or running an obstacle course is definitely interesting. But even less obvious formats can benefit from experiential components. At an innovation summit or collaboration event, participant’s involvement will increase along with the numbers of ways they’ve invited to learn. Paper and pen is fine; an LED idea wall anyone can add to in real time is even better. Even if your event is straightforwardly designed to train or educate, experience has a place. We all remember the teachers who made school fun, who got us out of our chairs and even out of the classroom to give us a new way of learning. We don’t lose that love for something different once we grow up. People crave something new, something they haven’t seen before.

Are you convinced that experiential events is where it’s at? Great! Getting started can still be overwhelming though. To get the creative process going, let’s take a look at some unique experiential events from the past few years, and how their successes can inform yours.

Photo by Adam Groffman, CC BY-NC-SA 2.0 DEED, https://www.flickr.com/photos/agroffman/43960413674/

Event: Refinery 29: 29Rooms

What was great: The lifestyle brand created 29 physical rooms for attendees to walk through. They worked with brand partners to create each room, and every year they’re interactive in a different way. One event had unique ways for participants to create art with what they found in the rooms.
The takeaway: Keep people moving and actively participating. Utilize the power of partnerships to expand your creative reach and bring in fresh ideas.

Event: M&M Flavor Rooms

What was great: M&M created a pop-up in New York to determine its newest flavor. The immersive rooms were themed down to fragrances and décor. There were even M&M themed cocktails.
The takeaway: Never miss an opportunity to engage senses other than sight and sound.
Learn more here: https://www.brit.co/mms-flavor-vote/


Photo by Warren R.M. Stuart, CC BY 2.0 DEED, https://www.flickr.com/photos/wza/22048606049

Event: Vans: House of Vans

What was great: The popular shoe line created pop-ups where it knew it had fans- skate parks. Promoting their new shoe line while giving skaters a place to hang out and listen to music in their favorite skating location was a great fit.
The takeaway: Know your target audience and be willing to go where they are.

Photo by Whelsko, CC BY 2.0 DEED,  www.flickr.com/photos/whelsko/

Event: Fortnite Concert

What was great: Fortnite used 2020’s necessitated shift to an online world to create a one-of-a-kind experience. Rapper Travis Scott used his avatar to perform a virtual concert called “Astronomical” that was attended live by 12 million people and has been viewed over 200 million times on YouTube.
The takeaway: Virtual events have the potential to be just as powerful as those that are in person, and their reach can be far greater.

Event: KIND’s Secret Farmer’s Market

What was great: KIND turned one of their snack bars’ vending machines into a hidden doorway to a secret farmer’s market. The fresh food that participants encountered promoted KIND’s commitment to distributing healthy foods and was all available- for free. Social media promotions brought thousands of people to the experience.

The takeaway: People love a surprise. They also really love secret doors and hidden spaces. Giveaways don’t always have to be the product you’re selling.

Learn more here: https://www.trendhunter.com/trends/new-secret-kind-farmers-market

Photo by: Mark Lopez, CC BY-NC-SA 2.0 DEED, https://www.flickr.com/photos/argonne/24965532904

Event: Chicago Children’s Museum- New Art Studio

What was great: In 2022, the museum opened an art studio that is immersive and ever-evolving. The scenery pulls young artists in, and ample art supplies and activities give them an opportunity to respond to what they’ve seen. The space incorporates the work children produce into its displays and design.
The takeaway: Let participants leave their mark on an event or location so they can feel connected to it.

Event: Iowa Finance Authority: 2022 HousingIowa Conference

What was great: A housing conference was turned into a Main Street parade where “Housing Leads the Way”. The theme brought new energy to the event as well as its website, materials, and promotions.
The takeaway: Any event can be innovative with the right reimagining. A great theme can change the game.
Learn more here: https://web.cvent.com/event/cc4607b0-7303-4d86-b65e-f772a5708fac/summary

Event: NBCUniversal Quantum Leap Reboot Launch

What was great: To promote the reboot of a popular show with a time travel theme, people were invited to drive through the “Quantum Leap Accelerator” straight into a scene from the past. Best of all, they were given a pass to fill their tanks at a gas station with 1980s-costing 91 cents per gallon gas.
The takeaway: Nostalgia is powerful and fun- especially when people get the chance to buy something at good-old-days prices.
Learn more here: https://www.bizbash.com/production-strategy/experiential-marketing-activations-sponsorships/media-gallery/22445487/why-nbc-rolled-back-gas-prices-like-its-1985

Event: Espolon Cristalino Launch Party

What was great: To launch a new tequila, Espolon took guests to stunning Mexican caves- in New York. Projection mapping transported everyone to tropical wonderlands without stepping foot outside of the city.
The takeaway: Technology is your friend. Projection mapping can literally immerse your guests anywhere you want them to be.
Learn more here: https://www.eventmarketer.com/article/espolon-tequila-launch-cristalino-urban-cenote/

Event: Delta Airlines Parallel Reality Experience

What was great: Delta created a glimpse of what’s possible for travelers at Detroit Metropolitan Airport. Partnering with design and tech companies, they presented customers with an eye-catching entrance to an experience that used kiosks and scanners to present them with a streamlined, personalized way to view their travel information.
The takeaway: Every part of an experience, even check in, is an opportunity to do something exciting and new.
Learn more here: https://news.delta.com/mediakit/parallel-realitytm-experience

Event: Liquid IV Fuel Your Play Event

What was great: For its first national brand campaign, Liquid IV went on the road and created a play station complete with games and a camper van serving its products at an Atlanta market, while also dropping off samples throughout the city.
The takeaway: Expanding your brand can be done in a fun way by introducing your products to a new market in a casual setting.

Event: TikTok Summer Party

What was great: When employees returned to in-office work, TikTok hosted a huge party to welcome them back. Everything from the snacks to the photo ops were branded, and the company provided a skincare bar, games, and a 360 photo booth for employees to enjoy.

The takeaway: Sometimes employees or stakeholders deserve a treat, and it can be more memorable and exciting than a pen set or a catered lunch.

Event: Cap’n Crunch Cap’n’s Commute

What was great: Cap’n Crunch turned a New York City ferry into a cereal-themed vessel with prizes, games, and (of course) snacks, and thereby turned passengers’ commute into a delicious experience.

The takeaway: Instead of bringing people to your event, you can take the event to them. Also- don’t be afraid of multiple apostrophes in a title. If it worked for the Cap’n it can work for you.

Learn more here: https://www.tiktok.com/@alexdwong/video/7130415284330220846?lang=en

Event: March of Dimes Imagines

What was great: March of Dimes wanted to remind the world of its mission and refresh its brand. A huge dome was filled with whimsical design, imagery, and activities that engaged attendees while educating them on MoD’s mission to ensure healthy starts for all infants.
The takeaway: Nonprofits can benefit from the excitement and buzz surrounding experiential events just as much as for-profit brands.
Learn more here: https://www.eventmarketer.com/article/march-of-dimes-first-experiential-activation-80th-anniversary/

Event: Cheetos at SXSW

What was great: Everyone knows that to eat Cheetos is to have orange dust-covered fingers. Rather than consider it a drawback, Cheetos leans in. The company created a Hands-Free House at the iconic South By Southwest music festival to show how tech has evolved to create a variety of hands free experiences, leaving us free to use our fingers to grab their tasty snack.
The takeaway: Use what’s unique about your company or brand to give people a great memory- even if it’s well outside of the box you normally operate in.

It may seem like these events have little to nothing in common, and it’s true that they illustrate the wide-open range of options that exist within experiential event planning. But all of them were successful because they took the same things into consideration:
–       Understand your audience.

Good event planners know who will be attending, what motivates them, and what has to happen for them to consider their time at the event worthwhile.
–       Set clear objectives.

What is the goal of the experience? Will people learn more about something? Become personally invested? Or just have a great time?
–       Prioritize engagement and interaction.

It can be easy to fall into the rhythm of planning for efficiency- achieving as much as possible as quicky as possible. However, that is often in direct conflict with allowing the time required for people to connect with what’s happening and each other. Don’t be afraid to spend some time to let people have the experience you want them to have.
–       Innovate and think creatively.

Many of the events listed involved locations or activities well outside of their normal scope. A video game hosting a concert, a cereal brand running a ferry, a snack company building a tech house- these ideas worked because they were unexpected.
–       Use technology to enhance the attendee experience.

It’s virtually unheard of to attend an event now without there being a tech component. The most successful experiential events, though, are constantly looking for ways to incorporate the newest and most exciting technology in ways that participants haven’t seen before.

It’s clear that experiential events are working consistently as a way to engage attendees and create a memorable experience. Hopefully these examples show there’s no one right way to be successful in this arena, and there’s always room for something new. Let these examples jump start your thought process and start planning!