Hot Take: Everyone Wants a "Memorable" Event, But What Does That Mean?
People are obsessed with creating lasting memories, so it’s no surprise that the desire for memorable events is at an all-time high, especially after COVID. But creating an experience like that is no easy task, even if you have celebrities promoting it for you. At any point in time, your event could be a huge hit or a huge miss. In this hot take, I’ll share some insights that will help you make your next event one for the history books.
Yep, events are in full swing
Event season is upon us, and since 2020, brands have been looking for more and more ways to fill seats, pack arenas and create new return customers. Almost 90% of event organizers said they plan to host more events in 2024 than in 2023. With the way social media has revolutionized how we view and share experiences, event planners and marketers have their work cut out for them. Even a small-scale party or private gala needs to be a carefully orchestrated spectacle designed to captivate in-person attendees and the virtual audience scrolling through their feeds.
With more events on the calendar, the pressure to make sure yours stands out is high. Creating “Instagrammable” moments that attendees will remember is on everyone’s to-do list, but there is a fine line.
Attendees remember quality, not quantity
I’ve seen a shift towards quality over quantity recently, and brands need to be aware of this. To curate a quality event experience, keep these two things in mind:
1. People invest in brands who invest in them.
The time to curate a special moment is at the very beginning of planning. Personalization, one-of-a-kind gifts and interactive elements all play a role in creating a memorable experience. You have to be careful, though, to distinguish personalization from overwhelming excess. Let’s say your brand is planning an Olympic-themed event, and you need something to make it unique. Send out mini light torches that are the key to enter the event or include a branded handwritten note in a swag bag.
2. Aesthetics aren’t everything.
Aesthetics play a crucial role in any event, but there’s more to it than just visually stunning decor and picturesque backdrops. Truly memorable experiences are about creating an emotional connection that lingers with attendees long after the event. Those moments are what create a spark in people when they receive the “memory” notifications on social media. In this day of experiential marketing, you have to go beyond the surface to make past, present and future attendees take action.
It’s time to elevate your next event
Listen, the era of “go big or go home” is here to stay, and while I understand your higher-ups probably want to be everything to everyone, that’s simply not possible. Stay in your lane to ensure a consistent brand experience while also giving your attendees something to talk about. The true essence of a memorable event lies in the emotions. Make people feel something. If you have a photographable event that makes people feel good, then they’ll tell their friends and make social posts and do a lot of the promotional work for you.
At EMB, we’re experts at curating memorable moments, so click the link below and let us ensure your next event is a moment that no one forgets. We’ll wow them ‘til the end!
Sheria James,
Account Director