Ready to level up your Meetings and Events in 2024? Meeting Professionals International (MPI) interviewed three event pros to discuss the three most important components on which people are increasingly focused. These are the three crucial areas that demand keen attention: staffing, inclusivity, and wellness. Let’s dive in and see how you can ace these focal points with flair and finesse.
Staffing: Working Smarter, Not Harder
While there seems to be a need for more staff, many don’t seem to have the budget or resources to onboard more personnel. Molly C. Marsh, CMP, Director of Education and Events at AMR Management Services states, “Our company has struggled to find, specifically, qualified individuals in the program development side of the industry. Those who work with speakers, planning committees, and do our event marketing have been hard to come by, while our events team that focuses on project management and logistical execution for meetings and conferences has remained very strong.” So, with rising hospitality costs and stagnant budgets, it’s time to get creative. Cue the “not so new” kid on the block, AI! Let’s tap into some “creative efficiency” and lighten the load without breaking the bank.
Inclusivity: It’s About People
When it comes to inclusivity, event professionals are being more aware and intentional. So, how do we shake things up? It’s simple: start with people. Jennifer Lazarz, Events Planner and Tradeshow Manager at Medical Informatics Corp says, “Our industry is poised to make a positive impact by ensuring that we work with each other to have inclusivity in our speakers and presenters event-wide [as well as] diverse representation in thought leadership to drive inclusivity and planning strategy.” Forget the RFP jargon for a sec and focus on fostering an environment where everyone feels seen, heard, and valued. Let’s make inclusivity the heart and soul of our planning strategy!
Wellness: Healthy Events = Happy Attendees
Thomas Counts, Director of Sales at GettinLocal, is preaching the wellness gospel loud and clear. “The meetings themselves should be part of a wellness plan,” he asserts. Imagine kicking off the day with a refreshing yoga session or organizing an afternoon team walking tour around the city hosting your event. These activities not only promote bonding but also contribute to overall health and well-being.
It’s no secret that many corporate meetings start off on the wrong foot with unhealthy breakfasts, followed by equally unhealthy lunches and dinners, topped off with cocktails after a long day of sitting. However, there’s a better way forward. Wellness initiatives like quiet rooms, designated workspaces, and offering healthy food options can help cut through the noise of these bustling events.
Thomas recounts a recent trade show experience where a booth encouraged visitors to unleash their creativity with watercolor. It was a simple yet effective two-minute break that left him feeling refreshed and revitalized.
Molly adds another layer to the discussion, noting, “With continuing education a primary focus for many association meetings and conferences, it is very difficult to get buy-in to take away a breakout room to use for a quiet space, or to have longer breaks to allow participants to decompress between sessions. But those are outdated ways of thinking that we really need to continue to chip away so that we can provide healthier experiences for all.”
Event Pros: Level Up for 2024!
In a nutshell, whether you’re harnessing the power of AI to streamline your operations, championing diversity and inclusivity from the get-go, or adding quiet rooms to your next meeting, change is on the horizon for the events industry. So, let’s roll up our sleeves, get creative, and make 2024 the year of unforgettable events!
Download MPI’s full comprehensive Meetings and Events 2024 report by visiting their website.
To see how Heroic Productions can help you plan your next event, contact us.
To learn about marketing events in 2024, visit our blog.
Ever wondered how a brand can sweep you off your feet, creating those magical moments you just can’t stop raving about? Get ready to satisfy that curiosity as Anika Jackson dives deep into the vibrant world of experiential marketing with the amazing Kitty Hart, Heroic’s VP of Client Brand Experience on Your Brand Amplified Podcast. Together, they embark on an insightful journey through this ever-evolving landscape that’s all about captivating hearts and igniting senses.
Kitty: The Experiential Marketing Maestro
Kitty’s expertise lies in experiential marketing. “Any touchpoint we have with a customer is an experience,” Anika states wisely. Kitty sheds light on the fact that while experiential marketing isn’t new (it goes way back to the 1800s!), its importance has skyrocketed in our digital age. Despite our digital immersion, there’s an irreplaceable need for physical brand experiences. Yet, in today’s world, surprising and delighting audiences has become a delightful challenge.
The Evolution of Experiential Marketing
The evolution of corporate event marketing has been nothing short of fascinating, especially in our work at Heroic. From national sales meetings to incentive trips, we traverse diverse terrains. Even though our focus is often corporate, it’s crucial to remember that whether it’s business-to-business or business-to-consumer, we’re all humans seeking genuine connections. We want attendees excited about events, feeling the pulse of momentum, and leaving refreshed and more connected to the company and their goals.
How to Incorporate Experiential Marketing
Establishing a solid foundation rooted in your company’s core values is key to integrating experiential marketing. Go back to basics: What defines your brand? Who are your customers, and what drives them? Once you have these insights, let creativity soar. Collaboration across departments is vital here, and don’t let budget constraints dampen imaginative sparks! Kitty emphasizes that any brand, big or small, can weave experiential marketing magic by focusing on one sense at a time and building experiences around it.
The Hybrid Experience: Blending Physical and Virtual
Many companies now blend in-person and virtual experiences to accommodate diverse needs. Whether it’s remote employees, geographical challenges, or budget considerations, creating dual experiences has become essential. This duality necessitates crafting tailored experiences for both physical and virtual participants, ensuring everyone feels engaged and valued.
The Importance of Business Development
Kitty’s sales success stems from selling experiences that unite people and brands. Her mantra? Seeing consumers as humans first, not just potential buyers. Today’s consumers are savvy and seek authenticity over pushy sales tactics. Anika notes that, “the new equivalent of the old, pushy sales person is the LinkedIn inbox.” Building genuine relationships and leveraging referrals are key strategies. Kitty’s sales superpower? Wholeheartedly believing in what she sells. She states, “I’m just a matchmaker finding people who need what we have.”
Kitty concludes with a powerful message: let’s value the experience and wisdom of individuals, regardless of age. Women over 50 bring immense value and insight, just as 20 somethings offer fresh insights. Respect and collaboration across generations enrich our experiences and drive innovation forward.
In Conclusion: Embracing Experiential Magic
As we conclude our journey through the realm of experiential marketing with the effervescent Kitty Hart, one thing becomes abundantly clear: magic happens when brands connect with audiences on a human level. From understanding core values to crafting immersive experiences, the key lies in authenticity, creativity, and genuine connections.
To have your own conversation with the experiential marketing maestro herself, contact Kitty Hart.
To learn how to incorporate stellar audio/visual production into your next event experience, visit our website.
At Heroic Productions, we were fortunate to have our very own Kitty Hart, our VP of Client Brand Experience, as a guest on The Faces of Business podcast with the one and only Damon Pistulka. In this episode, Kitty takes a deep dive into the world of brand experiences, unraveling the secrets behind creating unforgettable events that truly resonate with audiences.
Kitty Hart: A Marketing Maven
Kitty isn’t just your average marketing professional; she’s a visionary with over 28 years of experience, specializing in breathing life into brands through strategic storytelling, impactful brand strategy, and innovative experience design.
The Value in Event Production
According to Kitty, her favorite part of working at Heroic is all about setting a stage and ensuring the people on stage are seen, heard, and remembered. The most thrilling moment for her team is seeing a concept evolve into a spectacular reality. It’s a journey that can take up to a year, from brainstorming ideas and creating room renderings to the actual event day. Her secret insight: being “on comm” with a headset during an event is the key to understanding all the behind-the-scenes magic that goes into producing these top-notch events.
At Heroic, our mission is crystal clear: our client is the hero. We’re not here to take the spotlight; we’re here to ensure our clients shine. Our happiness stems from their satisfaction. It’s essential for our customers to select a production partner who can execute flawlessly and be the expert in stage design, audio, and lighting. So when that speaker steps onto the stage, they don’t have to worry about technical glitches or whether the audience can see and hear them.
Kitty explains how some of our events span several days, which means our team needs lots of stamina. Consequently, staffing and crew management play pivotal roles in ensuring everything runs smoothly.
What Sets Events Apart?
“It drives a constant focus on creativity,” Kitty emphasizes. Many of our clients host the same event year after year, and they’re eager to keep things fresh. They often draw inspiration from outside their industry to inject new life into their corporate events, especially considering that the current workforce spans four different generations.
Kitty’s personal favorites are events that incorporate music and impactful lighting. “Surprising and delighting people is becoming increasingly challenging,” she notes. Beyond visuals, the choice of speakers and entertainment plays a substantial role. Transforming a simple ballroom into a rockstar experience is no small feat. When you can infuse as many of the senses into an experience, the more impactful that experience becomes. “It’s the senses that drive our memories,” Kitty notes.
Additionally, she goes on to mention a baseball stadium that pumps the smell of cotton candy into their stadium! Using scent to elicit the feeling of hunger and nostalgia.
Challenges in Events
Damon inquires about the most challenging event Kitty has ever been a part of. She recalls an event for a beauty brand Heroic worked on. It spanned multiple days, with exceedingly high expectations, especially for the staging. It was a haircare product, and the main event was a fashion show. The event was one of our larger projects, demanding long and high-energy days. Our team was a part of keeping that energy high.
Education, entertainment, and networking are the key components to corporate events. With consumer brands, getting products into people’s hands to sample is a big part of it. For B2B clients, it’s about designing an engaging experience that goes beyond traditional PowerPoint presentations. Recreational time for attendees is undoubtably crucial for maintaining attention spans.
Success!
When asked about success, Kitty reflects on Super Bowl 52 event hosted on Nicollet Mall in Minneapolis. Our crew endured long days in subzero temperatures, but the event was nothing short of amazing. Over a million people flocked to Minneapolis for the Super Bowl festivities. Being part of such a remarkable event in our hometown was truly life-changing.
What’s Next for Events?
What’s next for event production? For Heroic, we’re keeping a watchful eye on AI, and we’ve also got our hands on the new Proto Epic hologram machine!
As Kitty and Heroic look to the future, one thing remains constant: our unwavering commitment to making every event exceptional. So, whether you’re hosting a corporate extravaganza or a show-stopping product launch, you can count on Heroic Productions to be the secret ingredient that transforms ordinary into extraordinary.
Stay up-to-date on what’s next in event tech with our latest blog post.
To get in touch with Heroic for your next unforgettable event, contact us.
If you’ve been keeping your finger on the pulse of the marketing world, you’re likely well aware of the seismic shifts AI is causing in the B2B landscape. But let’s zoom in on one exciting area: the events industry. Brace yourselves, because generative AI is here to shake things up in ways we’ve only dreamed of before!
How exactly does this nifty tool come to the rescue, and what magic does it hold for the future of events? Let’s begin by uncovering the gaps in event marketing, shall we?
According to a report done by Forrester, our fellow B2B marketers have been grappling with some age-old event planning woes. The report shows 63% of event marketers underutilize the event content they create, 55% are not maximizing the value of data they capture at their events, and 53% are struggling to give attendees that special, personalized touch. And guess what? That’s just the tip of the iceberg! We’re talking about challenges like targeting the right audience, flexing those cutting-edge content creation muscles, and nailing the post-event follow-up dance.
Pre-Event AI Superpowers
With all these challenges, how can AI help? In the pre-event stage, AI improves efficiency and productivity. AI can help improve audience definition and targeting, so you are getting the right people to the right event. It can help enhance content creation, making content better and more engageable. It can also help simplify event management by optimizing event budgets, automating routine tasks, and assigning those tasks and timelines appropriately. Plus, AI is streamlining the RFP process with bots! Allow them to take down your event information and watch them fill in forms for you.
At Event AI Awesomeness
AI is all about serving up personalized and inclusive experiences on a silver platter. Think highly personalized attendee journeys and a big warm hug of inclusivity for everyone involved. But wait! Personalization doesn’t only come from the event experience itself. Pre and post event AI can sprinkle its own personalization magic all along the way.
Post Event AI Brilliance
Once the confetti settles, post-event AI steps up, helping you squeeze every last drop of ROI from your event with savvy analysis and content repurposing. For AI, it’s all about maximizing the value of event content, personalizing attendee follow-up, and improving event data analysis. Leveraging AI encompasses various metrics such as pricing strategies, estimating attendee numbers, website visits, sign-ups, social media engagement, post-event surveys, and social media reviews to gauge satisfaction. This comprehensive analysis not only aids in benchmarking events against each other but also signifies the democratization of data analysis facilitated by AI.
Overcoming Adaptation Hurdles
The biggest challenge? Wrangling the beast of implementation and navigating the murky waters of change in corporate settings. Another common hurdle faced is finding legitimacy and authenticity with the resource. Generated content may not always stand out from competitors and isn’t unique to the brand. Good, thorough prompts are a must when using the tool. And oh, let’s not forget about those pesky ethical and legal issues. But fear not, with the right focus on security, risk mitigation through governance, using the tool as team upskilling, and partnering internally with all teams, you’ll be surfing the AI wave like a pro in no time!
How Should Marketers Dive In?
In the same survey taken by Forrester, less than half of B2B event marketers claimed to have a grasp on AI, and only a cool 28% were investing in AI training. And for the marketers using AI, over 70% said they are not revealing how they are using AI for events. But hey, the good news? Event AI usage is on the up and up, with 2024 shaping up to be a major milestone in the events industry’s AI journey.
Use Cases: What’s Hot?
The top current 3 use cases seem to be:
1. AI powered captioning/translation/interpretation.
2. Chatbots/IVAs delivering pre, at and post-event support
3. Automated distribution of secondary event assets
The top 3 planned use cases in the coming year:
1. Data driven and automated post-event attendee follow-up
2. Automated production of secondary event assets
3. Personalized attendee recommendations
In a nutshell, AI isn’t here to replace marketers—it’s here to amplify our superpowers! Good creative continues to come from humans. It is all about writing GOOD prompts and importing GOOD data into this scary, new tool.So hey, if you’re not already riding the AI train, what are you waiting for? All aboard!
To learn more about the future of events, visit our website.
To see how Heroic can help spice up your next event, contact us.
Welcome to the dynamic world of marketing in 2024! In this ever-evolving landscape, launching a new event or navigating the impact of AI on your job requires a strategic approach. Buckle up as we dive into the exciting realm of marketing trends, effective strategies, and the game-changing role of AI.
Marketing a Brand New Event
The Devil is in the Details
Embarking on the journey of marketing a brand-new event? Unleash the power of uniqueness! Begin with attention-grabbing information that leaves your audience curious and hungry for more. Save the logistical nitty-gritty for later and focus on what makes your event unmissable.
Google is Your Superhero
Structured data through coding or using a service like Eventbrite will help land your events high on Google. That way when people simply search for current events in your area, your event will be listed at the top. Rise above the noise and give your event an opportunity to shine!
Tap into Your Network
Networking at other events to build relationships and invoke interest in your own event is a simple and easy “boots on the ground” way to get your message out. Also, don’t forget your existing network of friends, family, and coworkers—let them amplify your event’s reach.
Pro Tip: Create a checklist for event promotion across platforms to leave no stone unturned. If you see an event somewhere, write where you saw it and use it in your own marketing strategy!
How do I track the results of my event?
Face-to-Face Tracking
Engage directly with your audience at the event. Ask them, “How’d you hear about this event today?” One-on-one interactions are golden for gaining valuable insights.
Digital Tracking: Tell Tale Signs
Monitor the metrics on event day. Did your website traffic surge? Were calls and email inquiries off the charts? Leverage hashtags and QR codes to make online tracking a breeze. Set up these mechanisms well in advance for a seamless tracking experience.
Survey Says
We all love a good survey! Don’t we? Surveys are a great way to gather after event data, but they tend to not garner a ton of response. Consider offering a giveaway with your survey to get more hits.
Pro Tip: Purchase a new domain or create a new URL exclusively for event attendees. This will give you complete accuracy when determining which hits came directly from your event.
Have No Fear, AI is Here
AI is a game-changer with untapped potential. Explore its prowess, especially for small budgets—let it assist in writing, editing, and organizing data. Embrace AI for brainstorming; throw ideas into the mix and witness the innovation. As we navigate the generational shift in the workforce, AI bridges the gap, alleviating shortages and enhancing efficiency.
New Trends in Marketing
Continuing to bridge the gap between offline and online marketing remains of the utmost importance. Crafting a strategy that seamlessly integrates both realms is key. Traditional and digital marketing should always both be a part of the conversation. Prioritize quality over quantity in your content, and opt for soft calls to action for maximum impact. Lead time is your ally—plan projects with a buffer that can adapt to change. And always remember, gratitude goes a long way in building lasting connections.
In the ever-evolving world of marketing, staying ahead means embracing innovation and adapting to trends. Whether you’re orchestrating an event, navigating AI’s impact, or exploring the latest marketing trends, the key is to stay agile, creative, and open to possibilities. Here’s to your marketing success in 2024 and beyond!
To see what’s new in event technology, visit our blog. To see how Heroic Productions can help make your brand’s story shine, contact us.
If you’re in the events industry, you know that event technology is the heartbeat of every conversation. But let’s not just have tech in the room; let’s make it dance! Embracing both form and function is the key. Wondering how to infuse that tech magic into your event? Well, the experts have some playful and futuristic ideas for you!
Lit Check-ins: Sparking Event Excitement with LED Welcome Bliss!
Why shouldn’t you shock attendees right from the jump? Try surprising and delighting with an LED check-in table! However, it’s not just for check-ins; turn it into your bar or silent auction showcase. With LED panels there are limitless design possibilities, from colors to flashy designs, you can truly make it your own.
Arching into the Future: LED Arbors Steal the Spotlight!
Archways and arbors are classic, but here’s a twist – LED archways and arbors have just stepped into the spotlight! Perfect for speakers, panelists, and, of course, selfies and step-and-repeats. Light up your event with this new tech, making it a focal point that shines.
Transparent LED screens have been around, but Samsung just dropped a bomb – a new transparent microLED screen! Display content on a transparent background up close, creating a 3D, hologram effect. With higher brightness and less impact from ambient light than traditional OLED panels, it’s a game-changer.
#EventGoals: Infusing Social Media Buzz with Interactive Hashtags!
How about making your attendees the stars of the show? Create a catchy event hashtag and display social media content on the screen. Bring up attendees’ videos and images, keeping the energy high and interactions buzzing throughout your event.
Elevate Your View: Trolley Cameras for Capturing Event Awesomeness!
Capture the magic from above! Cameras and GoPros on trolleys overhead your venue are the latest craze. Perfect for marketing and pre-planning, these cameras capture the entire room, giving you a comprehensive view of the entire venue and event!
Event Tech Pro Tip…
Now, here’s a pro tip: while new tech is a blast, make sure you’ve got a solid AV company by your side. Chat with them before you book a venue. They’ll guide you based on your vision and help infuse the right tech to bring that vision to life. Happy event planning!
To help infuse the best tech into your next event, contact us. To learn more about Heroic’s newest technology offering, visit this blog.
Picture this: a chilly January 18, and the Heroic Productions squad descended upon Glasshouse in Minneapolis for the stellar Raise + Arrange 2024 event hosted by Do Good Events. Our CEO, Account Manager, and Marketing maestro joined forces with 80 other event enthusiasts for the afternoon, turning a frosty day into an epic experience.
The theme of this event was “Back to the Future of Events.” The venue transformed into a neon dreamland, with vibrant pinks and purples filling the space. The eye catcher? An LED check in desk courtesy of Full Swing Productions! The festivities kicked off with networking, delectable charcuterie from Chowgirls, and Kombucha sampling thanks to J’s Kombucha. Even Minneapolis local Surley Brewing Co. showed up with some swag and giveaways for attendees.
As the clock struck 1:30 p.m. everyone took their seats at round tables to get cozy with other event wizards. Once our table got acquainted with each other, the conference kicked off. In three hours, this event packed in a treasure trove of knowledge.
Build a Million Dollar Fundraising Event
First up was Fundraising: Building a Million Dollar Event. Two members of The University of Minnesota Foundation, Nick Engbloom and Brittany Minke, took the stage to give us their genius tips for building a million dollar fundraising event. From building strong donor relationships to slightly altering ticket prices, these panelists were filled with a myriad of brilliant ideas!
PR/Marketing for Your Next Event
Next in line was PR/Marketing: Tips and Tricks, which included panelist Ben Theis, CEO of Skol Marketing. The hot topic – trying to bridge the data gap between offline and online marketing. The advice? Continue to mix traditional and digital marketing like a blender. Bring both to the table for conversation. Our pro tip takeaway: create/purchase a separate URL or domain for your event attendees. This way you can directly link web traffic to specific events. Genius, right?
Let Tech Bring You Into The Future
Cue drumroll for The Future of Event Tech, Heroic’s sweet spot! Ed Raeker, the brain behind Starlux, a new tech startup, wowed us with LED archways that can transform your event with illuminated geometric designs. Did we mention the LED check-in desk? Impressive stuff!
The New Age of Mobile Bidding
Then, it was time for mobile bidding, brought to you by the day’s sponsors, OneCause and Auction & Event Solutions. They make bidding and collecting donations a breeze, ensuring your fundraising event is smoother than a well-choreographed dance.
“Fundraise Awesomer” with Patrick Kirby
Donors, Sponsors… and Everything Else! Enter Patrick Kirby, Keynote Speaker, Author, and Founder of Do Good Better Consulting. He hit the stage with contagious energy, reminding us that it’s the little things—like engaging your donors—that truly elevate fundraising events to awesomeness.
The Alignment of Past, Present, and Future
Last but certainly not least, the sensational Heather Boll took us on a journey with Learning from the Past, Living for the Present, Planning for the Future. Heather left us with pearls of wisdom and the courage to conquer the year ahead.
The Raise + Arrange 2024 day wrapped up with a networking happy hour, courtesy of the delightful Brasa Rotisserie. As we indulged in Brasa delights, sipped our drinks, and mingled with fellow event enthusiasts, we left with newfound knowledge and friendships. What a day!
To learn more about what’s new in event tech, visit our blog.
To see what Heroic Productions can do for you, contact us.
On a frigid January 16 afternoon, Heroic Productions lit up STUDIO15 with the warmth of Marketers’ Community. This time taking the stage was Marketers’ Community founder, Laura King, with a keynote on creating authenticity, purpose and fulfillment in your career.
As 100 marketers filed in from the cold, they were met with light bites and refreshments including an NA bar dedicated to Zero Proof Collective and cofounder Jen Gilhoi. Flavorful NA beer and wine options for dry January? Count us in! Marketers drank and were merry as they networked with their fellow mavens at Heroic branded cases that were converted into makeshift cocktail tables! Inventive? We thought so!
Eager to get started, the crowd was ushered into STUDIO15 for the main event. As they entered to take their seats, they were met with an enveloping sea of gorgeous blue and green illumination. Then, the anticipation soared as Kitty Hart took the stage to introduce Heroic, followed by the excited Abby Kelsey introducing Marketers’ Community and Laura King.
How Did Laura Learn to Pursue Her Purpose?
Most of the faces in this crowd knew the illustrious Laura King, but few knew her story. She begins with a tale of the heartaches she suffered in 2023. From a stellar $900,000 sales year in 2022 to a humbling $35,000 in Q1 of 2023 – Laura had faced setbacks. Yet, in those moments of challenge, Laura found enlightenment.
Laura’s mantra? “To inspire, educate, motivate and love as many people as possible.” She reshaped her focus using three key competencies: gifts, passion, and values. But how do we grasp these? Through awareness, attitude and action. If you know your gifts, passions and values, and follow the three A’s, thus you are living in your purpose.
However, we know this is easier said than done. Here’s a checklist to kickstart your journey:
Gifts
1. Awareness: Do you know your gifts?
2. Attitude: Do you honor your gifts?
3. Action: Are you using your gifts?
Passion
1. Awareness: Do you know your passion?
2. Attitude: Do you honor your passion?
3. Action: Are you pursuing your passion?
Values
1. Awareness: Do you know your values?
2. Attitude: Are you being honest?
3. Action: Are you living by your values?
Finally, once you understand these three competencies, evaluate what is getting in your way, and align all three – congratulations, you’re living your purpose!
The crowd broke off into groups to discuss how they can better find alignment to live in their purpose. After hearing from a few audience members, you could say the room was inspired.
Afterwards, coats were donned and the Minnesota winter beckoned, a new energy filled the air. Armed with Laura’s wisdom, marketers stepped out, ready to embrace their purpose.
Curious about how we can add a sea of color to your next event? Contact us.
Read about what event tech you could be adding to your next event here.
Heroic Productions’ own VP of Client Brand Experience, Kitty Hart, had the opportunity to go on CMO Convo podcast to discuss a couple of important topics: what is experiential marketing, and where is the ROI?
Experiential Marketing? Tell Me More!
Kitty has an infectious passion for experiential marketing. Having navigated the twists and turns of sales and marketing throughout her career, she totally gets why these topics are big deals.
According to her definition, experiential marketing is all about, “events, experiences, and interactions that will create a lasting emotional connection between a brand and its audience.”
As part of the conversation, host Will Whitman asked, “what about the future of experiential marketing?” Well, it is taking a digital detour. Yep, you heard it right – experiences are no longer confined to the in-person realm, all thanks to our good friend, technology.
The Thrilling Rewards of Experiential Marketing
But let’s talk about the benefits, shall we? The benefit of an experiential marketing experience is different for a B2B business versus B2C business. In B2C experiences, like a State Fair for example, the path to purchase is instant. The mouthwatering scent of Sweet Martha’s Cookies draws people to their stand, forking over $$ for an immediate exchange of sweetness. B2B, on the other hand, takes a bit of a scenic route. It’s about leaving a brand impression and creating a connection, and, well, exercising a bit of patience. The path to purchase takes a little longer but sales will be realized following a variety of meaningful touchpoints. Good things take time, right?
The Secret Sauce
What’s the secret sauce? Being different and unique. Kitty’s insight? “Audience expectations become more and more challenging over time. It becomes harder to surprise and delight people.” So, aim for that memorable impression that has them itching to tell someone what they heard, saw, and felt at your event.
Social media is your sidekick in this adventure, and it has tremendous value. Sharing from your event and creating some buzz with things like event hashtags go a long way.
Don’t let any of this scare you! It turns out, experiential marketing events don’t have to break the bank. Take Kitty’s Uber example where the top 12 Uber users were invited to an event thrown by Uber in a giant bus with a celebrity chef. Not your typical Thursday, right? But the social impressions? Off the charts! Intimate, effective, and budget-friendly. Put the right people in the right room and your experience can have a huge impact.
Everyone’s Favorite Measurement: ROI
In regards to measuring ROI for an experiential marketing event, there is no textbook answer. Each company must decide for themselves what is meaningful for them to measure. Surveys and social buzz are a great way to gain insight. Start with a simple question: “What challenge are we trying to solve here?” Are you launching a new product? Are sales slacking? There are many reasons to throw an experiential marketing event. Your goals should be the Sherlock Holmes to your marketing mystery.
Here’s a tip: Gather the troops – sales, marketing, executive leadership, CMO – everyone’s invited to the table. Teamwork makes the dream work, after all.
Kitty also drops some wisdom on the importance of corporate events and investing in your work fam, which is a lot of the work Heroic does. She brings up a favorite quote of hers, “CFO to CEO: What happens if we invest in developing our people and they leave us? CEO to CFO: What happens if we don’t and they stay?” Mic drop moment, right?
Now, brace yourselves for the future of experiential marketing. Tracking and facial recognition software are the cool kids on the block. The Mall of America’s been using tracking software for a while to map out the customer journey. A lot of companies are investing a lot on making their own apps. They’re like data superheroes. Gamification is also stealing the show – who doesn’t love a game on their phone for some freebies? Will Whitman, adds that he loves a good QR code! Thanks COVID for the comeback!
Surprise & Delight!
Let’s make waves in the experiential marketing ocean! Whether you’re planning a B2B soirée or a B2C extravaganza, remember Kitty’s golden rule: know the challenge you’re tackling and keep asking the question, “why are we doing this?”. Let’s keep surprising, delighting, and creating experiences that not only leave a mark but also have everyone shouting, “Encore, encore!”
To speak with the experiential marketing maven herself, contact Kitty Hart.
Curious to dive deeper into the world of experiential marketing? Check out our resources page.
Our powerhouse VP of Client Brand Experience, Kitty Hart, recently stole the spotlight on the Digital Velocity podcast, hosted by the dynamic duo, Erik Martinez and Tim Curtis. They dove deep into the world of building brands through events that are not just memorable but downright life-changing.
Business development is the name of Kitty’s game. She currently sits in this seat selling experiential meetings and events. She’s got this knack for selling experiential meetings and events that are more than just gatherings – they’re highly architected experiences where nothing is left to chance. Why? Because connecting brands and people is both a science and an art. It’s about creating events that hit you right in the feels – engaging all the senses.
So, where does it all start? According to Kitty, it begins with a simple yet tremendously important question: “Why are we doing this?” Then, in a world where we’ve seen it all, the challenge for event and marketing teams is to ask, “how can we do this event differently from how we have done it in the past?” It’s important for returning audience members to look forward to the event year after year.
And here’s a nugget of wisdom – just because we live in a digital age doesn’t mean experiential marketing takes a back seat. Take Uber, for instance. Identifying super users, they crafted a unique dining experience on an Uber-branded bus for 12 lucky souls with a celebrity chef. The physical experience was intimate but the buzz those super-users created through social media was through the roof!
Now, creating buzz isn’t exclusive to consumer brands. B2B marketers, it’s time to embrace the buzz! Heroic’s corporate events aren’t just about meetings, education, and a bit of entertainment sprinkled in; they’re about creating experiences that people can’t wait to share.
In the world of Heroic, collaboration with brands is more than a partnership – it’s setting the stage, literally and figuratively. As Kitty puts it, “All the world’s a stage. We are going to help your brand show up on that stage in the very best way that it can.” Crafting the narrative is key.
In-person events are evolving, now often accompanied by a virtual component. It’s like creating two different worlds – one for the in-person audience and one for the virtual voyagers. Holding the attention of virtual attendees is crucial; after all, distractions are just a click away.
Kitty brings up her Starbucks example. Describing how Starbucks must tailor experiences to different customers. Customers who go through the drive through, customers who come in, order and sit down, and customers who come in and order their coffees to go. Each of those customers need a different tailored approach.
“Event marketing is a tried and true method of marketing,” Kitty says. It is unmatched and worth every penny.
She leaves us with “the next big thing in your industry will come from another industry.” So stay on top of marketing trends! Identify things that can be applied to your business.
Heroic’s own marketing maven, our VP of Client Brand Experience, Kitty Hart, shares some serious wisdom on the LifeBlood podcast. She dived into the thrilling world of experiential marketing alongside George Grombacher.
Experiential Marketing
Experiential marketing is extremely important during this day in age. Kitty rightly points out that despite everything going electronic, people still crave real, physical connections with brands. “We live in such a digital age. Everything is electronic, but people still want to have a physical experience with a brand,” she mentions. Face-to-face interaction remains an essential need.
What Even is Experiential Marketing?
Kitty describes experiential marketing as, “Designing a physical experience where the brand shows up in a space and interacts with a person.” And guess what? This concept isn’t exactly fresh; it traces back to the 1800s. She shares intriguing anecdotes about the World’s Fair in Chicago. Providing examples like Wrigley’s handing out pieces of chewing gum, Aunt Jemima dishing out pancakes from their new mix, and Cracker Jacks giving away their product for people to try. It’s all about putting tangible samples in people’s hands to tickle their senses.
The Key to Success
She emphasizes that successful experiential marketing hinges on creativity, uniqueness, and an element of surprise. However, she underlines that authenticity to the brand is crucial. “The best experiential marketing campaigns are shareable,” Kitty stresses. Marketers should aim for experiences that people can’t help but share on social media, and they should consider this when planning events and experiences.
According to Kitty, whether you’re in the B2B or B2C realm, it all boils down to “people to people.” Connecting with your audience on a personal level is key.
And here’s the kicker: engaging people’s senses is paramount in experiential marketing. Kitty delves into how sensory elements like scent, taste, and sound create lasting memories tied to experiences, influencing branding and marketing strategies. She sheds light on the impact of scents, citing baseball stadiums that infuse the air with the scent of cotton candy, ultimately evoking feelings of nostalgia and hunger. It’s like a sensory trip down memory lane! While it’s not necessary to tap into every one of the senses all the time, it is important to find opportunities to infuse the ones that will make the most impact.
Experiential Marketing at Heroic Productions
Kitty notes that Heroic Productions primarily works with mid to large-sized companies, orchestrating elaborate corporate events aimed at delivering impactful messages through stage production, focusing on details, and ensuring a memorable experiences for attendees. However, she highlights that even smaller organizations can leverage experiential marketing techniques to enhance their events.
Kitty’s insights truly paint a vibrant picture of the exciting world of experiential marketing. If you missed the podcast, don’t worry – we’ve got you covered! Keep up with Kitty for more marketing insights and remember, it’s all about creating those remarkable, shareable experiences that leave a lasting impact!
Let’s explore how you can create memorable and shareable experiences for your audience, contact us.
Learn how to leverage sensory elements, surprise, and authenticity in your brand experiences with our Corporate Event Strategies Guide.
Hey there, fellow champions of personal and professional development! We’re excited to bring you the highlights from Kitty Hart’s recent appearance on the Thoughts That Rock podcast with hosts Jim Knight and Brant Menswar. Kitty, Heroic Productions’ VP of Client Brand Experience, shared three transformative thoughts on how to become the star of your own show every day.
THOUGHT #1 – View All the World as a Stage & Every Person a Player
To quote Shakespeare Kitty says, “All the world’s a stage and all the men and women merely players.” This profound thought holds the key to success both personally and in the business world. So, how do we apply this wisdom in our daily lives?
Lists as GPS: Think of your to-do lists as your guiding stars. But remember, it’s not just about having a list; it’s about tackling it with purpose and enthusiasm.
Dress for Success: Everything you do helps you create your own personal brand. This starts with the clothes you wear and how you present yourself. Kitty suggests thinking about the people you will be interacting with for the day and “level up one.” This shows people that you care and have come to the table prepared.
Are You the Star or an Extra?: Brant challenged us to think about our daily approach. Are you treating each day like you’re a star in your own show, or are you merely an extra in someone else’s story? Remember, your power lies in your ability to take the lead.
THOUGHT #2 – Be Who You Are: It’s All About Authenticity (To Thine Own Self Be True)
People see through inauthenticity. Kitty passionately rejects the notion of “fake it till you make it.” Instead, she encourages you to manifest and work towards the life of your dreams.
Authentic Armor: Authenticity is like a protective coat of armor. It’s crucial to find your voice and stick with it.
Adapt Without Compromising: Jim reminds us that it’s okay to adapt to different audiences, but your core beliefs, values, and goals should always stay the same. The show must go on, even if you need to leave some baggage at the door.
Discover Your Non-Negotiables: As Brant puts it, “You can’t be authentic until you figure out what your non-negotiable values are.” These principles are your compass in the vast world of life and work.
THOUGHT #3 – Bring Out the Best in Others
Kitty concluded her podcast appearance with yet another Shakespearean gem, “We know what we are but not what we may be.” It’s all about bringing out the best in others and fostering an environment of growth and support.
Acknowledgment and Encouragement: Celebrate the strengths of others by acknowledging their talents. A simple compliment can have a tremendous impact. There is enough room for everyone to win.
The Power of Leaders: Brant emphasized the importance of strong leaders, citing Michael Jordan as an example. While we need “Mr. Rogers” vibes, we also benefit from those who challenge us to be better. Healthy competition can be a powerful motivator.
Choices in Leadership: Remember, there’s no one-size-fits-all approach to bringing out the best in others. Leaders may need to tailor their approaches when deciding how to inspire and lead, but the common goal is to help everyone reach their full potential.
So, there you have it! Three powerful thoughts to help you become the star of your own show every day. With Kitty’s wisdom and a touch of Shakespearean inspiration, you’re well on your way to achieving your personal and professional goals.
Let’s embrace each day as our own show, and make it a blockbuster worth watching!
Explore more about Heroic Productions, visit our website.
To get in touch with Kitty Hart directly, simply shoot her an email.
In the ever-evolving world of branding and marketing, it’s crucial to ask yourself a vital question: Are you telling the right story about your brand? To explore this intriguing topic, we turn our attention to the expertise of Kitty Hart, Heroic’s VP of Brand Experience, who recently shared her invaluable insights on the Corporate CPR podcast. With 25 years of experience in the branding and marketing arena, Kitty is a seasoned pro in crafting remarkable brand design and experiences. In the episode, she discussed a plethora of ideas that can transform the way you perceive and present your brand. Let’s dive into her wisdom and discover how you can breathe new life into your brand’s story.
Designing Every Interaction with Control and Consistency
Kitty’s first nugget of wisdom is all about designing every interaction your audience has with your brand. She states, “If you leave things undesigned, you will have misunderstanding.” She emphasizes that successful companies understand the significance of designing every moment, as it directly influences the way your brand is perceived.
Brand consistency is like the North Star guiding your audience through the galaxy of options. To maintain a positive brand perception, companies must control and be consistent in how their brand shows up in various instances. This consistency ensures there’s no room for misunderstanding about your brand.
Kitty underscores that the integration of design thinking into your business strategy is the secret sauce for creating memorable brand experiences. It’s not just about how your brand looks, but also how it feels. A well-thought-out design thinking approach can revolutionize your brand’s story and engagement.
Listening and Adapting: Keeping a Finger on the Pulse
To gauge how well your brand is perceived, Kitty advises brands to actively monitor social media and conduct surveys. “Social media is a good sounding board,” she says. If people aren’t talking about your brand or are expressing negative sentiments, it may be an indicator that improvements are needed. Listening and adapting are essential to keeping your brand fresh and relevant.
Crafting a Clear Brand Story: Your “Why” Matters
Crafting a clear and compelling brand story, grounded in your “why,” is pivotal. Kitty emphasizes the importance of involving a cross-section of your organization to create and maintain a consistent brand message. A well-crafted brand story not only informs but also inspires.
Shift in Perspective: Beyond Products and Services
For your brand to truly stand out, Kitty suggests shifting the focus from products and services to the results and impact on customers. Challenge the status quo and emphasize why you do what you do. Your brand is more than just what you sell; it’s about the difference you make in people’s lives.
Design and Visuals Matter: Creating Engaging Environments
Visuals, staging, and technology play a significant role in crafting engaging and enjoyable corporate events. A well-designed environment enhances the learning experience and leaves a lasting impression. So, pay attention to the aesthetics of your brand’s touchpoints.
Balancing Content and Engagement: Keep Them Wanting More
Successful events strike a balance between informative content and enjoyable elements like entertainment and networking. Kitty advises keeping attendees engaged and looking forward to future events. It’s all about creating experiences that people want to be a part of.
Kitty’s Top 3 Takeaways for You
Consistency is Key: No matter the size of your company, maintaining brand consistency is vital.
Focus on Delivery: Observe how your product or service is delivered from beginning to end – encompassing words, visuals, behaviors, and more.
Learn from Others: Look beyond your industry to find inspiration in what other brands are doing. Apply these insights to your own business.
Kitty Hart’s wisdom is a treasure trove for anyone seeking to take their brand’s story to the next level. Remember, your brand is an ever-evolving story, and by embracing these insights, you can craft experiences that resonate with your audience, leaving an indelible mark on their hearts and minds. So, are you ready to tell the right story about your brand? Kitty Hart has given you the roadmap; now it’s your turn to embark on the journey. Happy branding!
To learn how Heroic can help you create memorable experiences, contact us.
To learn more about how Kitty Hart spearheaded Heroic’s rebrand, visit our blog post.
Simone Sloan and Kitty Hart bring the magic to Your Business Greatness podcast! In an exciting episode of Your Business Greatness, Kitty Hart, the VP of Client Brand Experience at Heroic Productions, takes us on a journey through the world of brand storytelling and creating remarkable brand experiences.
Kitty’s Lesson in Sales
Kitty’s career began in sales, driven by the belief that it would give her control over her success. But sales today is so much more. It’s about crafting tailored, unforgettable brand experiences for customers.
“The center of experience design is empathy,” Kitty asserts. If empathy isn’t woven into your process, you’re bound to miss the mark.
Brand Experience Lessons from a Starbucks Cup
Kitty artfully illustrates her point with the Starbucks experience. She describes how Starbucks caters to three types of customers from drive-thru enthusiasts to in-store lingerers and on-the-go orderers. These are three distinct user experiences Starbucks must cater to in order to leave a positive lasting impression on all their customers.
Kitty defines an experience as an interaction, which can be positive, neutral, or negative. Identifying key moments that leave an impression is crucial for businesses to understand and improve their customer interactions. Simone adds, “If you are not thinking through that customer journey and all those different touch points you miss the mark big time, and when you miss the mark big time, it hurts.”
Heroic’s Dance with Event Marketing
Kitty emphasizes that Heroic is in the business of event marketing, asking: what do we want people to do and feel when they leave the experience? Whether that is in-person or virtual. During COVID we had to learn how to take our business virtual and give attendees the same feeling they would get from an in-person experience.
Diversity and Inclusion in Events and at Heroic
Regarding diversity and inclusion, Kitty mentions that when bidding on large projects that go through procurement, they are increasingly asked questions about their diversity, equity, and inclusion mission.
At Heroic, we’ve fostered a culture of unity and mutual respect. Every member of our team is seen and celebrated for the unique role they play, regardless of their background. As a small company that doesn’t frequently hire, we approach each recruitment with a commitment to diversity. Our goal is to place the right individuals in the right positions, based on their skills, passion, and potential.
The Art of Storytelling and Electrifying Experiences
Simone Sloan and Kitty Hart delve into the nuances of brand storytelling and the art of crafting electrifying experiences for businesses. Kitty recounts an exhilarating project with a major fashion-focused beauty brand. Working along with the brand’s guidelines, she discusses how it was a fun experience getting to work with the client and define what the event was going to look like. The Heroic team helped to transform the space into a vibrant runway show with pulsating music and flowing hair. The energy was electric, and it perfectly embodied the brand’s essence.This endeavor required an abundance of talent and vision, ultimately turning a space into an enchanting environment.
Kitty Leaves with a Parting Thought
As we wrap up this engaging podcast conversation, Kitty leaves us with a powerful reminder on the topic of ageism. It’s a perception that often casts a shadow over accomplished women in their 40s, 50s, and 60s. But in reality, these decades are when women are at the pinnacle of their careers. They bring a wealth of experience and wisdom to the table, making them invaluable assets to any organization.
The most successful organizations recognize the significance of a diverse workforce spanning generations, from the energetic innovators in their 20s to the seasoned professionals in their 60s. “Generational experiences matter,” Simone aptly points out. It’s the blending of these diverse life experiences that often leads to the most extraordinary and innovative outcomes.
So, let’s remember that every age and stage of life is an opportunity for growth, contribution, and excellence. We hope this podcast leaves you ready to embark on your own journey of business greatness.
To learn more about our VP of Brand Experience, Kitty Hart, visit our website.To learn more about how Heroic can help you with your next event, contact us.
Greetings, fellow marketers! On a crisp October 10th evening, Heroic Productions rolled out the red carpet to welcome the Marketers’ Community back into STUDIO15 for an event that delved deep into the intricacies of mastering chaos and navigating marketing leadership in an era of disruption.
Once again, we joined forces with the dynamic duo, Laura King and Abby Kelsey, to bring marketers an evening they won’t soon forget.
Sip, Savor, & Socialize!
The night kicked off with a bang, or should we say, a clink of glasses. Over 65 enthusiastic marketers gathered in Heroic’s lobby for a solid hour of networking. Our bar was stocked to the brim, and we had delectable NA options thanks to the magic touch of Jen Gilhoi from Zero Proof Collective. Attendees savored delectable drinks, nibbled on scrumptious bites, and engaged in some good old-fashioned chit-chat.
In the meantime, behind the scenes, the Heroic team was busy setting the stage for an evening of important conversation. Our ripple wall was bathed in a mesmerizing blue hue, and the projection screens awash in the signature colors of Marketers’ Community.
Debbie Schwake Unveils Chaos in Marketing Leadership
Our keynote speaker, the illustrious Debbie Schwake, CMO at the Pedowitz Group, wasted no time in diving headfirst into the heart of chaos. She candidly shared her own journey navigating the turbulent waters of marketing leadership during these trying times.
Even a seasoned marketing leader like Debbie couldn’t escape the whirlwind of change sweeping through four crucial areas: generational shifts, evolving team dynamics, shifting consumer behaviors, and the transformation of leadership itself.
Four Keys to Mastering Chaos
Debbie’s wisdom? To successfully navigate this era of disruption, we need to adapt in four critical areas:
Generational: Get to know your audience inside out and tailor your approach to resonate with their unique generational values.
Team: Embrace the evolving dynamics of work and prioritize that ever-elusive work-life balance.
Consumer: Map and enhance customer experiences to reduce friction and emphasize impeccable service.
Leadership: Revamp your fundamental marketing leadership strategies and give due consideration to the impact of stress on decision-making.
Then came the interactive part! In small groups of 4-6, marketers dove deep into these four key areas. They brainstormed, shared insights, and got creative in deciphering how to chart a path through the chaos.
Insights Galore!
The feedback was nothing short of enlightening. One group pointed out the importance of catering to each generation’s unique concerns, like Gen Z’s passionate stance on climate change. Another shared a CEO’s approach to letting employees choose when and where they work, likening it to a “pick your own adventure” at work.
Consumer trust was another hot topic, exemplified by Bombas, the sock company that replaces your Bombas socks free of charge if they garner any holes.
One group highlighted the idea of leadership tailoring itself to each individual within the company and shaping the company culture around individual needs. The conversations in the room flowed with brilliant insights.
The Party Continues
As the presentation wrapped up, the energy in the room remained palpable. Marketers were buzzing with excitement, eager to continue the spirited discussions with their peers.
It was a night to remember! One of insights, connection, and ideation. Stay tuned for more fun in STUDIO15 from Heroic Productions. Until next time!
To learn more about what Heroic can do for your next event, visit our website.
Interested in learning more about STUDIO15? Reach out to our VP of Client Brand Experience, Kitty Hart, here.
Our VP of Client Brand Experience, Kitty Hart, had the opportunity to go on Legacy Leaders Podcast with hosts Stan Miller and Katie Beth Hand. Kitty brings over 28 years of experience in the sales and marketing industry, and her mission is clear: to champion the transformational potential of physical experiences for individuals and businesses alike. As she shares her insights, event planning tips, and experience, Kitty’s passion for what she does shines through.
Kitty’s Journey: From South Dakota to Minneapolis
Kitty’s journey began in South Dakota, but she’s called Minneapolis home for the past 30 years. Her career has been a winding road through business development, branding, design, and experiential marketing. She emphasizes the connection between sales and marketing, highlighting how each experience and role she’s had has contributed to her expertise in the field.
The Heroic Brand Experience
As the VP of Client Brand Experience at Heroic Productions, Kitty explains that the “hero” in the name represents our clients. Our mission is to ensure that clients emerge as the heroes of their own stories when they engage with us. Whether it’s a product launch, a sales kick-off, or employee recognition, Heroic Productions’ role is to make our clients shine.
The Magic of Experiential Marketing
Kitty’s passion for experiential marketing shines through as she discusses its power and creativity. She emphasizes that even in conservative industries, there’s room for creative marketing. The key is understanding your audience and finding unique and surprising ways to engage them. While experiential marketing isn’t new, it constantly evolves to keep up with changing expectations. “The challenge,” Kitty notes, “is to consistently surprise and delight people.”
Examples of Experiential Marketing
Kitty provides two diverse examples to illustrate the versatility of experiential marketing. For a conservative financial services company, Heroic Productions orchestrates multi-day events in large venues, ensuring that every detail is meticulously planned. The goal is to make every client look good to their executives.
On the other hand, for a major beauty brand, we hosted a fashion show with runway models, focusing on creating an engaging and energetic atmosphere. The aim is always to design an experience that leaves a lasting impact and has attendees eager to return.
Kitty’s Expert Event Planning Tips
Pitfalls to Avoid
Kitty doesn’t shy away from discussing the common mistakes she’s seen in event planning. Long lines, underestimating restroom and power needs, and inadequate sound and lighting can all mar an event experience. Her advice? Don’t leave any detail undesigned.
The Importance of Early Planning
For those looking to plan engaging and impactful events, Kitty’s golden nugget of advice is to start as early as possible. Kitty says, “So there’s an interesting trend that has happened over many years and that is that the planning window has continued to shrink.” A longer planning window allows for a better end product, regardless of the event’s size or budget.
The Impact of COVID-19 & Navigating Future Events
Kitty acknowledges the devastating impact of COVID-19 on her industry, with overnight cancellations of major events. Yet, she notes that the industry has bounced back as in-person events have returned. While virtual events gained prominence during the pandemic, they haven’t replaced the value of in-person gatherings. However, many clients still seek a virtual component to include a wider audience, especially, when budget is a factor. However, as Katie states, “It’s a whole different world to engage a virtual audience.”
The Starbucks Analogy
In closing, Kitty draws an analogy between event experiences and Starbucks’ diverse customer base. She describes at least three types of Starbucks customers. The customer that parks their car, comes in, orders, gets their order, and comes out. The person who is going to come through the drive-through. And the person who drives to Starbucks, gets out of the car, goes inside and orders, gets their order, and sits down. Just as Starbucks caters to various customer preferences, event planners must consider different interfaces for in-person and virtual attendees.
Event Marketing Matters More Than Ever
In this illuminating conversation, Kitty Hart leaves us with a final thought: marketing is essential, especially during recessions. Cutting back on marketing can cause a brand to disappear from the public eye. In a world where marketing is gaining the respect it deserves, businesses must recognize its pivotal role in their success.
To learn more about Kitty, or to get in touch with her, visit our website.
To learn more about planning your next hybrid event, download our Event Planning Guide.
Experiential marketing events are the perfect way to connect with potential customers, build brand loyalty, and increase engagement in the digital age. From sales kick-offs to Apple iPhone product launches, experiences make the sale.
Interactive experiences have the power to create memorable connections between a brand and a customer. With our clients in mind, we put together this comprehensive guide to provide all the necessary tips to make your next experiential marketing event stand out. For the rest of your event planning questions, give us a call.
Experiential vs. traditional marketing: experiences make memories
Traditional marketing reaches audiences through mediums like magazines and newspapers, while experiential marketing focuses on creating an emotional connection with customers through unique in-person experiences. Traditional marketing will always be an effective way to get a message to the public, but experiential marketing provides customers with an opportunity to engage with a product.
Although experiential marketing events are relatively new, brands have introduced their products to people in person as far back as the first World’s Fair in 1851. When William Wrigley, Jr. introduced Wrigley’s Juicy Fruit chewing gum in 1893, he knew people needed to experience it firsthand to appreciate and enjoy its benefits. Wrigley’s investment in the World’s Fair made Wrigley’s brand a huge success.
Fast forward 100-plus years, and Super Bowl commercials aren’t getting the hype that they did just ten years ago. Consumers today are suffering ad overexposure from traditional marketing methods. Regular TV ads are disruptive advertising at a time when consumers can stream TV shows or fast-forward through commercials. It takes a lot to surprise and delight audiences, which has turned experiential marketing into a breath of fresh air.
In-person events have the power to turn an audience of uncertain shoppers into dedicated customers. This power has made experiential marketing events an increasingly popular tool for brands to engage with their customers in a meaningful way. By creating interactive experiences tailored to a target audience, companies can boost brand awareness and build customer loyalty. Engaging the five senses can create memories that translate into powerful, lasting brand affinity. Through memorable events, activities, and experiences, brands can showcase their services and give their customers a chance to get to know the brand better.
Organic consumer connections form through events that create memories and encourage word-of-mouth advertising. It attracts more people to a brand. The recent rise in social media and influencer marketing has made events a dominant and undeniable force in advertising. An ad may draw consumers in, but an experience gives them something to remember. And influencers can’t post about their experiences online without having them first.
Launching an experiential marketing campaign? Start with strategy.
When planning an experiential marketing campaign, it is essential to have a well-defined strategy that outlines the goals, metrics, and objectives. You need to understand your audience, how you want to reach your audience, and any communicative challenges that may be in your way. With the audience in mind, you can develop an event plan informed by your marketing goals. Every event is unique, and successful events need a comprehensive approach. These are the basics of how the strategy should form.
Know your audience
The first step in creating an effective experiential marketing campaign is to look at your customer base and determine what kind of experiential campaigns they would enjoy. What do your attendees need from this event? Let those needs inform the event’s agenda, activities, and overall themes. Gathering data on who your customers are and what they want will help you identify the target audience and give you valuable insight into the most successful experience. This research could provide information about new markets to explore and what events will be most effective.
Set clear objectives
Once you have identified your target audience, you must solidify goals to ensure your experiential marketing event is successful. Ask yourself what you want to accomplish with this event and consider the ultimate target of the campaign. Is it to gain new customers? Promote a new product? Enter a new market? Once you know what you are working towards, you can begin to plan the event. Understand what you want this experience to communicate about your company’s values and culture. Build strategy from there.
Prepare a team you can trust
Successful experiential marketing events don’t happen in a vacuum. They require careful preparation and planning, and relationships make all the difference. Solid partners will bring a comprehensive set of tools and contacts to overcome any challenges.
At a preparatory stage, you might consider partnering with an event production company that can create a memorable and engaging experience for your attendees. Look for an experienced event production company with strong referrals and a solid network of event resources. Consider what visuals, interactive activities, and exclusive experiences align with your event objectives. The most successful event teams are highly collaborative and strategic in their approach. Develop solutions with your audience in mind, and don’t forget the fun!
Engage the attendees
Engaging with your audience is key to ensuring the success of your event. Traditional marketing can help you accomplish this. Print or digital ads, social media, contests, giveaways, and other activities are ways you can encourage your audience to interact with your brand. Plan for engagement CTA’s before, during, and after your event. Think about event hashtags. Don’t make this an afterthought. Engagement should be baked into strategy from day one.
Make it immersive
Elevate your event by finding opportunities to directly involve your attendees. Consider what will make the experience most engaging. Immersive elements could include live chat, video rooms, networking, or live Q&A. Whatever you have in mind, collaborate with your event partners and make sure your vendors can facilitate these real-time interactions. Simple attention to an attendee’s needs can make all the difference.
Budget for creativity
A detailed budget will help to guide your location, vendors, and other event resources. Prioritize essentials here, but always leave room for creativity. The success of an experiential marketing event hinges on its unique engagement, and it pays to think outside of the box. Planning far ahead of your event can help your team take the time needed to perfect your budgeting approach.
Plan to track your success
After your event is over, it’ll be important to have a clear assessment of its success. Before your event, determine what metrics you’ll be tracking. Understanding what works and what doesn’t will help you strategize future campaigns. Event value links to an event’s strategic purpose.
Types of experiential marketing events
Experiential marketing events range from intimate press lunches to large public product launches. As you consider what type of event to produce, keep strategy top of mind. Think about what you want to accomplish.
Brand activation: make an impression
Brand activation events are a creative way to build brand awareness and loyalty. Events are an effective tool for generating interest and increasing sales, but more importantly – cultivating long-lasting relationships. To help your brand activation to stand out, you might consider partnering with entertainers and opinion leaders to create fun and interactive experiences that promote brand affinity. You might also use data visualization tools to highlight meaningful insights in an in-person setting.
Pop-ups: generate buzz
Pop-up events are temporary, unexpected events in unique spaces that capitalize on the element of surprise. They offer a low-cost and low-commitment way for companies to take creative risks and introduce their products to new audiences. Consider what unique pop-up experiences might fit with your brand, whether a kiosk at a trade show or a brewery sampling. Pop-up shops create a sense of urgency and allow companies to sell their products in an environment designed and controlled by them.
Product launch: show vs. tell
Product launches provide an experience for people who may not be sure of how they would use a product or service. Silicon Valley giants like Google and Apple have used product launches to show the public how they can benefit from new technology.
For example, Google recently created a unique product launch event by taking a cupcake truck to the streets of Austin, Texas, to help promote its new photo app. Consider finding creative ways for attendees to interact with your brand. Look for event features that can illustrate the benefits of using your product. The difference is in the details.
Sales meetings: motivate and activate
Sales events can be a major capstone in a company’s year. They offer an opportunity to educate, celebrate, and inspire your team, as well as set objectives for the next sales cycle. The best sales meetings offer team-building experiences and learning opportunities that energize your team and build up their skill set. Set big goals and celebrate your company’s all-stars. The result should be a motivated and activated team.
5 Elements of a successful experiential marketing event
There are many types of experiential marketing events, but they all have a few elements in common. As you plan your next event, keep the following in mind.
Location: Don’t host your event just anywhere. Location can be an enticing incentive for an audience that needs to escape their norm. Let the “why” of your event inform the “where.”
Venue: Look for unique venues that have experience with experiential marketing events. Consider what you’re marketing and why it would benefit from one environment or another. If you’re celebrating something, the environment should be a treat.
Entertainment:Choosing entertainment can make or break an experiential marketing event. Consider timing, audience, and overall—emotion. Who will be in the room, and how will they feel? Look for entertainers who can be enthusiastic about your event and brand — and be prepared to set them up for success.
Technology: Event logistics offer endless opportunities to surprise and delight attendees. From the lighting to the sound and your keynote speaker’s PowerPoint presentation — allow technology to elevate the message of your event. Consider tone. Consider themes. Execute with intention, and trust the experts in guiding your tech.
Strategic product placement: Your attendees should remember why they’re gathering and remember it often. Look for opportunities to brand your attendees’ experience and give them a memory they can take home. Make your swag bags pop. Place QR codes throughout the venue. If you’re sharing merch, make sure it’s the kind they’ll actually want to wear. Details matter. Make the small stuff count.
Heroic is your trusted partner for corporate events
You’ll accomplish the best results when you collaborate with partners who understand your audience’s needs. At Heroic, we’re a one-stop shop for strategizing and producing corporate events. From launching a new product to celebrating your sales team, know all the right event questions to ask and all the right people to call. We leverage years of event management experience to produce experiences that engage your audiences and create measurable impact.
Supportive and experienced collaborators make the difference in event planning. Let’s plan your next experiential marketing event together. Contact us today.
Of all the many factors considered when planning an event, there’s none more fundamental, more human-centric than designing an experience that is sensorial, satisfying… sensational. Designed with intention, much goes into making an affair to remember. It marks the collaborative talents, skills, and creative conceptualization of great minds tasked to answer the question “What’s it all about?” Together arriving at the notion that it is form, function, and feeling that collectively weave a narrative of a brand or business’s purpose; resulting in a final display of the harmonious balance of mixing business with pleasure through experiential marketing.
Such a deep understanding of these components is essential in cultivating a successful event, albeit virtual or in-person, and for Kitty Hart, Vice President of Client Brand Experience at Heroic, it’s all of these things and so much more.
In a recent discussion, the subject matter expert shares her fresh, illuminating views and insights on experiential marketing, what works, and what sets Heroic apart from the rest.
In your own words, what is experiential marketing?
Fundamentally, you are tapping into as many of the senses as possible within an experience. When designing events for human beings, we must focus not to show and tell but to surround one in an all-encompassing environment purposed to engage and enliven our feelings. We as humans see, hear, smell, touch, and taste, and it’s these special, significant wonders that can be infused altogether into a unique experience individually, and enjoyed by all.
How did experiential marketing begin?
If you think about it, consider way, way back to the early 1800s, there are traceable roots of experiential marketing. For example, at the Chicago World’s Fair, many of the industry legends whom we know today were present. These vendors took their products, food and otherwise, and placed them into the hands of patrons with the idea to have them touch, smell, taste, and purchase. But, far more than sales, the idea was to introduce an experience and something to remember into a person’s world.
What do you deem essential to creating a successful experiential marketing event?
It’s imperative for a brand to establish its objectives and define what the goal is. Posing questions like “Are we selling a product?,” “Are we educating?,” or “Are we celebrating?” All help to define the reasons behind an event and will then inform and aid in shaping the creative and design. This leads me to revisit my prior statement about employing ALL the senses. Not every event will require a total sensory scenario. A speaker’s words may be touching but in a completely different manner than in hand. Yes?
When it comes to planning an event, what do you feel needs to be in place?
Just as we have the five senses, we have the “who” and the “what.”
Who is it for? What’s most important to them? What creative ideations should we explore? Most importantly, how can we make this different and, most importantly, memorable?
What are some of the trends in experiential marketing, and of the many, is there one that may seem gimmicky versus actual marketing?
Remember when flash mobs became really big? You don’t see those popping up anymore. Yes, they were really fun and cool, but they became overdone very quickly. I feel that fundamentally, showing up in a place that you’re not expected to is a showstopping component that elicits surprise while evoking delight.
As trends go, influencers are super hot right now. They are reimagining the modern experience. Let’s take a step back. People worldwide would tune in to the Superbowl just for the commercials, curious as to how great they were going to be. For the last 10 years or so, all the chatter afterward would be words of amazement. However, now the digital landscape has changed, and this new influx of social influencers is wreaking havoc on the traditional world of advertising. The advertising world is dying, and brands are tapping into the influencer markets more, and I think it’s really something to watch out for.
How would you decipher whether or not an event was successful?
Great question! I feel there are a few different ways that you can measure the success of an event. As marketers, we’re all about collecting data, wherever possible. Most marketers employ post-event surveys. The only challenge there is getting people to fill them out. The most tangible way to measure success is based on what sort of chatter commences on social channels. We gauge how many impressions are created, and what people are talking about. What are they sharing from the event? We collect this information and report back to effectively measure results from an experiential marketing experience.
What’s Heroic’s edge in experiential marketing? What sets your events apart; ranking Heroic as the expert and go-to source for events and experiential marketing?
Heroic is one of the few production companies that has speakers and entertainment built into our full-service offering. We talk a lot about how infusing the right talent into any experience allows you to truly transform the event from just a normal everyday experience into something truly unique. It’s our secret sauce and our power to get the job done. Do you want Pitbull at your event? Done. It’s not a normal thing to hear when you’re talking to your agency partner. But, we can do it!
A Heroic production has momentum, a crescendo, and an escalation of mood and impact – always ending on a high note. At Heroic we illuminate the possibilities to amplify the excellent.
As for what sets us apart from others? To put it simply, we aren’t just a vendor to our clients. They view us as a true partner because we only focus on what works for our client and their specific event. That’s our style and it’s one our clients appreciate and value.
Need ideas, inspirations or help planning your next event? Schedule time to talk with Kitty to learn more about how Heroic can help make it memorable.
Proving good event ROI is one of the most important practices a business can develop to shore up the budget for future events. While measuring ROI can sometimes be elusive, if you align your event strategy with company goals, you’re better able to build a solid business case.
Event ROI is tied to the event’s purpose, which should be guided by a company’s strategy. When the value of an event is measurable, event strategists can best demonstrate how future events will help to propel company goals. Company events are typically tied to four purposes: bringing people together, introducing new messaging, launching a product, and educating your team. Here’s how to measure event ROI for each of those purposes.
Bringing people together
The ROI for bringing people together can be determined by an event’s effect on a company’s culture and community. This is measured in how your attendees respond to an event. First and foremost — do they attend? Be prepared to design your gathering based on how potential attendees might feel about the event and how you’d like them to feel walking away from the event. If your company just laid off 100 people, your team may not want to see the red carpet rolled out for a celebration. But if you always host an annual event and cancel it this year, what signal does that send? The impact of the investment determines its value.
Whether you’re celebrating a win or rebuilding from a loss, an event can be a great way to build team morale. If you want to honor your achievers with the gift of a significant experience, make it memorable. Some people don’t want to travel with coworkers, even if it’s an all-expense paid trip.
If the event is at an attractive location, it can be an incentive for teammates to get to know each other better. If you’re going to take people away from their regular routines, an investment in an experience can make it worth their while. If it’s January at your office in Chicago, a trip to Hawaii is worthy of consideration. Once you make the decision to invest in an event, its value can be measured by the response of your attendees. This not only includes their willingness to attend but also how much they enjoyed themselves. How did the event make them feel? Consider asking with a post-event interview.
With any rebranding initiative, control over the messaging is of the utmost importance, and an event’s ROI is measured in the successful execution of the message. Getting your employees to unify behind messaging is a good investment to ensure a successful rollout. You can control the narrative of your company’s rebrand. The value of investing in this type of event can be as simple as a question and answer session to clarify any misinterpretations.
For example, if you’re introducing a new logo and brand name to your company, you could email that branding to thousands of team members, but when new messaging is emailed, you’re not able to create context. There’s no forum for questions.
Instead, a virtual meeting with your CEO can more clearly communicate the message, providing a firm foundation for connection before its lost in translation. In some cases, companies have hosted in-person meetings where cell phones are put into lockers to limit distractions. When a team is united in messaging, they’re less likely to leak an announcement before it’s been properly communicated to the group. The ROI of an event like this is best determined by measuring engagement with the message. Positive feedback, or the absence of negative feedback, is indicative of a successful messaging campaign.
Experiential marketing is nothing new, as brands have been putting their products in front of people as far back as the first world’s fair. Infusing human senses create memories that can translate into a powerful and positive emotional response to a product or service.
That type of event ROI is typically measured with sales. Wrigley’s introduced their chewing gum to the masses at the world’s fair in 1893. Needless to say, that proved to be a solid investment of time and resources. With modern-day events, many companies rely on event applications to track attendance demographics and the timing-related specifics of sales. Some of the more popular event apps include Whova, EventBoard, and Attendify.
The introduction of something new is a delicate process, and there’s inherent value in taking your time with a persuasive launch. People are often hesitant to accept change, with reactionary tendencies that reject new ideas. Investing in an event provides an opportunity to show and tell stories with multimedia, multi-sensory, immersive experiences. Whether it’s William Wrigley showing the value of chewing gum, or Steve Jobs showing the value of an iPod, it’s very effective for consumers to experience a new product in person.
Educating your team
If you’re rolling out a new product line, you may not see sales results for a year or more. The same can apply to an initiative to educate a team. To consider the value of training in person, we think most about retaining information. In our virtual world, it can be challenging to keep people’s attention with an online course.
One of the biggest advantages of an in-person educational event is the opportunity to remove people from their regular schedules and into an environment that inspires creativity. By providing an immersive experience, you give your team a chance to be present and retain information. When you share with your sales team what they need to know to be successful, that event ROI is going to show up in your sales metrics. Another way to measure that ROI is with a thoughtful post-event survey. Did your attendees really learn anything? Ask specific questions and find out.
Measuring event ROI with strategy
Whatever your event goals may be, the value of an in-person event is here to stay. Educators, entertainers, and marketers alike are asking their audiences to put phones down and engage their senses. The results are invaluable.
To determine the value of your next event investment, start with strategy and then measure with precision. At Heroic, we ask the right questions so that you can invest with confidence.
If your team already knows what to expect from your annual company meeting, or they’ve seen some version of the same PowerPoint presentation ten times now, you may be due for some fresh corporate event planning ideas. Your attendees will thank you for it!
Corporate event planning ideas should be guided by your brand personality and strategic goals, with thoughtful consideration of location, entertainment, and timing of activities. The key to your attendees’ delight is in the details! To make your next gathering one to remember in all the right ways, here are a few corporate event planning ideas and tips to keep in mind. To illustrate how impactful these corporate event planning ideas can be, we’ll be using an example of an intimate event set at a beautiful Napa Valley vineyard that had pitch-perfect planning and execution.
Carefully evaluating a venue’s location is integral to the success of any corporate event. If you’re gathering in person, gather with purpose. With that in mind, it’s important to let the “why” of your event” inform the “where” and “when.” When companies were hosting events at the height of the pandemic, they had to select locations that allowed planners to create standout experiences while also adhering to health safety protocols. Also, sometimes it’s just more fun to be outside. For example, we were wowed by a financial service company and their perfectly executed corporate event at a Napa vineyard. The ideal location and California sun gave attendees a refreshed perspective and a memorable experience.
Timing is also a big factor here. If your vision is to create attendee experiences outside of a hotel’s 4 walls, there’s such a thing as too much heat (and humidity) and then there is the hurricane season. Consider both the geography and the time of year if you want ideal outdoor conditions.
A venue’s layout also affects the flow of the event, so be sure to consider how open or intimate a space you’d need to achieve your desired impact. Have you ever attended a breakout session in a rock climbing gym? You wouldn’t forget it if you did. How about an early yoga lesson on the beach? Don’t be afraid to get creative with the space!
Get creative with entertainment
Strategy should guide all corporate event decision-making, and entertainment is no different. Whether you’re hiring a musician to play between work sessions or a comedian to roast the CEO at your awards show, unique entertainment choices are a great way to engage and inspire your attendees. Think about what kind of performance might help your employees break out of their everyday mindset. Could they use a laugh right now? Or do they want to be inspired? The difference between the success of a stand-up comic or a motivational speaker could lie in the needs of your attendees.
Whatever talent you might hire, the best way to make corporate entertainment unique is to incorporate it in a creative and surprising way. If you’re hiring a band, consider asking them to write an original song specifically for the event. If you’re hiring a magician, think about which team members have great personalities for being on-stage assistants—it could add an extra touch of fun and connection to the performance.
Make it interactive
Interactive performances and events make an impact. Any opportunity to directly involve your attendees is only going to elevate the event. This could be as simple as inviting attendees on stage or offering attendees to “drink and draw” along with an instructor.
Going back to the winery event example, a highlight was the team of jugglers that performed at the award ceremony. Some jugglers were dressed as waiters, and, midway through the presentations, began tossing wine bottles about as if by accident. This fun and unexpected surprise kept attendees engaged throughout the ceremony. Creative entertainment choices like this excite your attendees and have them looking forward to the company’s next event for months to come.
Personalize the experience
Another great way to keep your attendees engaged is to design the experience with them specifically in mind. What do your attendees need? Let that need guide the event idea. If your employees haven’t met yet, and they need a team-building exercise, an escape room might be a fun corporate event planning idea for the team. Or even if you know that you need your attendees sitting in chairs all day, there are ways to personalize that experience.
Let’s go back to the winery example one more time (we really loved this event!). As the attendees moved through a beautiful winery all day, enjoying the wine country scenery and juggling waiters, they were also each given a personalized wine bottle. The wine was delicious, the inscriptions on their labels were thoughtful, and no one left the event feeling like a number. It’s attention to detail like this that makes all of the difference for event planners’ success.
Don’t forget the fun
When designing an event, consider your attendees’ feelings and how you want them to feel. Let the meeting agenda and your unique event activities evolve from there, and whatever you do—don’t forget the fun. It’s safe to assume everyone wants to let their hair down every once in a while, and a unique corporate event planning idea has the power to transform your attendees’ mindset.
We’ve all seen the same presentations over and over. We’ve all sat in familiar rows of chairs, facing a seemingly endless lineup of corporate speakers. For your next event, consider flipping typical event planning ideas on their heads. When you think outside of the box, you’ll inspire your attendees to do the same.
If you’re looking for a corporate event production team that thinks of everything, contact Heroic today.
On Thursday, August 18, Heroic Productions launched a brand new, innovative event series called “Please Welcome”. Designed specifically for corporate leaders, marketing, and event professionals, STUDIO15 @ Heroic buzzed with the sights and sounds of live production, in front of a studio audience. But don’t worry! If you weren’t there, you can catch the broadcast in a few weeks.
“Please Welcome” is a quarterly experience, created by the event strategists at Heroic. Kris Campbell, VP of Speakers & Entertainment, explained that one of many challenges event professionals face today is selecting and booking the best talent that represents, enhances, and punctuates overall event objectives. There are many, many options. And often, while conducting an online search, the one that rings your bell is on the page you didn’t get to because you ran out of search-steam. That’s exactly why working with a talent strategist like Heroic is the answer.
As an example of how the right talent enhances a brand experience, Heroic welcomed and presented Denise Soler Cox onto the inaugural “Please Welcome” stage. At the onset of the event, Kitty Hart, Heroic’s VP of Brand Experience, told us we were in for something special. And she was right.
Denise Soler Cox is a first-generation Latina, award-winning filmmaker, podcaster, and keynote speaker. She floated onto the stage with grace and wrapped her arms around the audience with a beautiful explanation of what it means to create a sense of belonging; something she realized is a deficiency for many.
Resonating with corporate leaders all over the country, Denise is in high demand as she poses the question, “How can we ask people to be their ‘full selves’ at work if we don’t provide a space for people to experience Belonging?” As leaders understand that DEI (diversity, equity, and inclusion) is now DEIB (B for belonging), there is still much to be done to help people understand the critical nuance needed to authentically build the feeling of belonging for EVERYONE.
Events are powerful tactics to deliver messaging. They’re also meaningful ways to celebrate achievements, train employees, and inspire attendees. Whatever the specific event goals may be, organizations rely on corporate event management teams to strategize, plan, and execute meaningful experiences.
You wouldn’t trust just anyone to plan a million-dollar wedding, and you shouldn’t trust just anyone with your million-dollar meeting, either. Corporate event management comes with all the moving parts of movie production or concert experience. Execution of that level of production requires thoughtful design. Expert event managers bring the advanced talents and strategies needed for producing events, all to surprise, delight, and motivate your attendees into post-event action.
Collaboration is vital
It’s not cost-effective to have your internal staff produce an exceptional event. Tapping an experienced production partner is an excellent and often necessary option when organizations don’t have the staff to execute corporate event management and logistics. Experts know what works. Choosing corporate event management teams with the experience and know-how to execute a successful event and ensure company goals are met can be the difference between meeting organizational objectives and an event that falls flat.
Beyond the need to secure the right venue, technology, catering, and entertainment, event managers bring expert knowledge and a fresh perspective to an organization’s event strategy. They know what’s new and what works and can apply an objective view of a company’s initiatives to build something unique rather than recreating the same event year after year.
Will some of your colleagues prefer to attend the conference from home this year? Corporate event managers have already thought through the unique circumstances that can change the event’s dynamics. They know which vendors have the capabilities to make just about anything happen. Corporate event managers get the right specialists in the room and know the right questions to ask to ensure the job is done the right way and on budget. Use their expertise to get the most out of your event.
There aren’t many event crises that a seasoned event manager hasn’t experienced. The best event managers approach challenges with curiosity, creativity, and an affinity for problem-solving. When a last-minute vendor cancellation could otherwise mean failure, an event manager already has the contact information of other vendors who can get the job done.
Years of experience prepare event managers to handle any issues that may arise. Veteran event management teams approach event productions, understanding that events are living organisms, adapting and evolving to many constantly changing factors. The best event management teams know those factors before they arise, from when your speaker will need a snack to how a venue’s floor plan might affect your attendees’ emotional response to a breakout session.
For example, if you want sparks to fly (in a good way) at your event, your attendees need room to network. Is there an area where your award winners will want to chat after their big moment? Designing solutions for team-building moments to take place is critical, and an experienced event manager has the expertise to identify those important opportunities.
Careful logistics execution is crucial to an event’s success and requires superb collaboration. Logistics don’t add up to much if it’s not grounded in a solid event strategy. Event strategy is where it all begins and continues throughout the event.
Corporate event management experts must zoom out to consider the big picture and ask the right questions:
What are the demographics of the attendees, and how might that inform their experience?
What’s happening in the company’s culture that might affect the attendees’ perspective?
Have the attendees faced setbacks that need to be acknowledged, or are they overdue for a celebration?
Will attendees benefit from a cathartic breakout session after the keynote speaker?
Event strategy should guide all decisions. The answers to the right questions will directly impact each event detail, from the schedule flow to the entertainment. Experienced corporate event managers will create solutions to help organizations meet their goals and objectives.
Event managers don’t just jump in and start building. They develop a vision, determine what success looks like, and then deliver what attendees will need to make an experience worthwhile. This attention to detail is imperative to executing on-strategy.
Let experts be experts
Specific outcomes matter and those outcomes are achieved with thoughtful consideration. Corporate event management teams bring the strategic expertise to design and put together the intricate pieces of an event’s ever-evolving puzzle.
You want your event’s schedule to be planned with purpose. The logistics of your event should be so flawless that no one notices the complexities involved in the event’s planning. And most of all, you want your event attendees to leave with sparks, ideas, and feeling a part of something.
The team here at Heroic can do it all—from strategy to execution. Let’s partner on your next event and put our corporate event management expertise to work for you. Contact us today.
Event success is as measurable as it is achievable—and if you have experience producing successful events, you know it’s all about event engagement. With engagement goals baked into your event strategy, you can effectively and accurately measure the success of your event.
But the age-old question remains: how do you quantify event engagement?
Your purpose is your best metric. Do you want to increase sales? Cultivate relationships? Share a branding message?
When your event has a clearly defined purpose, the metrics you’ll use to measure engagement will be easily definable. Engagement tools can help you learn whether attendees are moved to act on your purpose, helping you quantify event engagement.
Post-event surveys
You may think it’s over when attendees walk away smiling and buzzing with compliments, but engagement goes beyond how attendees feel about the event. It’s what attendees do as a result of the event that matters.
So, ask them what they’re doing post-event. A thoughtfully crafted post-event survey can generate meaningful feedback only if you ask the right questions.
Put yourself in the place of your attendees when you develop your survey. Consider how you want them to be empowered in the days and weeks after an event. Net promoter scores help measure approval and room for growth, but more specific questions informed by clear goals—such as sales numbers, if applicable—can determine whether your attendees were properly engaged.
Find ways to learn about attendees’ actions after the event, if any. Don’t be afraid to hear them say it was a waste of their time. Candid questions and responses are best: you’ll never know unless you ask. When you engage with emotional perception and understand how it motivates attendees, you get vital insights that will inform the strategy for your next meeting. At the very least, you want to know what held your attendees’ attention—and what didn’t.
Event feedback shouldn’t stop at event attendees. Strong relationships with sponsors and speakers are just as meaningful—and measurable. Find out what your sponsors got out of an event, and don’t shy away from asking what they’d like to get out of the next one. You can ask about event messaging: was it clean and clear? Ask them if on-site teams felt supported by the venue and planners.
How you ask questions impacts your results: the more thorough you are with your surveys, the better. Whether you’re sending out a survey as a mass email or setting up a call with your attendees, the effectiveness of event engagement data can vary significantly based on your approach to gathering it.
Event apps and social media
Many platforms support event management, and with those applications come helpful tools for measuring event engagement. The event app adoption rate is a valuable metric for understanding engagement levels. Your goals can determine any metrics you use beyond that.
For example, Whova provides tools to market your event, register attendees, and measure engagement with in-app polls and surveys. It can gauge how long attendees stayed at your event. Most in-event applications—EventBoard, BusyConf, Grupio, myQaa, TapCrowd, QuickMobile, SpotMe, Eventmobi, CrowdCompass, Attendify, and Pathable—can provide this kind of data and more.
Social media applications provide free data regarding click-through rates, post engagement, and page visitors. For example, LinkedIn metrics can provide information on social media traffic on the day of your event. Hootsuite and other social media performance tools can track the success of promotions across platforms and when attendees may have engaged with your event announcements. You can gain insight into when attendees clicked and why. If you experienced an engagement boost on social media after your event, social media tools can tell you exactly when it happened.
If you allow your attendees to register for event updates, you can also offer them an opportunity to rate the speakers and programs they attend. With an in-event app, they can rate what they see within minutes of a session, providing much more accurate feedback than a post-event survey taken days after an event. You can use data to consider making changes to your next event if you find less-than-stellar engagement.
Raw numbers matter
While a thorough survey can provide invaluable qualitative data, sometimes the clearest indicator of event engagement is in the attendance numbers. Still, engagement tools in event applications can collect more detailed information on timing and demographic-related specifics.
Maybe your attendees rushed to the ballroom for one keynote speaker, or perhaps your attendance numbers were inconsistent over the course of the event. If your attendees aren’t making it to every session, those numbers might also indicate factors that deter involvement—location, timing, personal preferences, or otherwise. Use this information to inform the strategy for your next event.
There are many ways to measure event engagement, but if the event ends with attendees taking action and speaking positively, you must capture these sentiments. Whatever insights you garner may be worth repeating with future events.
Always ask the right questions, even if it’s uncomfortable. Consider how the results match your strategy and make adjustments accordingly.
At Heroic, we focus on event strategy before any planning begins. That means success can be as accurately defined as it is measurable. Ask us the questions about event engagement you need answered, and we can build a strategy together.
There’s a secret that the best corporate event planners know—and it has little to do with creative menus, spectacular venues, or swag bags chock full of trendy products. It’s this: strategy comes first—and the most successful corporate events get built around that.
If you follow that single principle, corporate event planning becomes an extension of your brand’s marketing and communications objectives, and everything else—theme, program, food, decor, entertainment, swag, or more—can fall into place. That’s because every decision and detail either furthers your central strategy—or it doesn’t.
For corporate event planners and their clients, the key question then becomes: how do you establish and execute a clear and achievable event strategy? Simple. Answer these three critical questions.
Question 1: Why are you gathering people? What’s the message or goal?
We’ve all been to the meeting that could have been an email, the lunch that could have been a call, and the call that should have been canceled. This principle intensifies with an in-person corporate event.
So why are you gathering this designated group at this particular time? Is it for a product launch or a new sales initiative? Maybe it’s to celebrate a corporate merger, make key leadership introductions, or rally the troops after a milestone year. Take a moment to consider what you want to achieve—and how that will be measured.
What’s the key message? What are the metrics of success—the data that will convey you’ve gotten the message across? This might be ROI, quantified by sales lift, stronger customer relationships, or some other measurable KPI. It might include attendee happiness, as demonstrated by a certain percentage of positive post-event evaluations (hint: consider the questions you’ll ask them before you start planning). What other data do you want to gather to track the success of your event? These will differ according to your greater purpose—but being clear on these metrics helps you know what you’re aiming for.
Time is valuable, and attendees will appreciate your thoughtful crystallization of why they’re being brought together for a few hours or days. And when whatever you’re hoping to communicate—the magic of a new product, the synergies of a merger, the vision of fresh leadership, a collective monumental achievement—gets soundly received in a way you can quantify, you will know your event has been a success.
Strategists figure out the “why” so planners can figure out the “how.” Now that you know what your event is intended to achieve, you can fill in the event details.
First, ask yourself what kind of event would serve your strategy best? Is it big and high-energy or smaller and more intimate; splashy or discrete; daytime, evening, or multi-day; fiery or icy; loud or soft; eccentric, trendy, or classic? Or somewhere in between?
Question 2: What’s its shape, structure, and flavor?
Next, put yourself in your attendees’ shoes at every stage of the planning process. Great corporate event planning results in attendees feeling seen, thought of, and cared for. You want attendees to feel a gamut of emotions: from motivated to empowered to connected, surprised to energized to delighted. Understanding the emotional journey and how it evolves will help you sustain engagement throughout.
Some do’s:
Design branded and customized experiences. Think about the continuity of the message throughout the event and even how the food and beverage can tie into that message.
Impact all five senses when possible.
For example, use script writing and creative visual support to awaken sight and sound (and to prevent ‘death by PowerPoint.’)
Use stellar food and beverages and even aromatherapy throughout to tantalize taste and smell—and to carry the continuity of a well-crafted message.
Think about volume control and temperature. When will you make things cozier? When would you cool things down?
Build on previous successes, or utilize learning moments drawn from past events.
At every step, go back to your objective and event strategy. Make sure that every decision you make supports and aligns with that strategy.
Question 3: How do you keep everyone safe?
Covid changed the rules—and the expectations.
Pandemic added new challenges to event logistics, and it raised the stakes, too. Anticipation is currently soaring. Most event attendees have been working remotely for two years, and they’re ready to celebrate. Maybe this is their first opportunity to meet—and bond with—new colleagues. Maybe they’re experiencing concerns about Covid, and you’ll need to assure them they’re safe.
Covid has also changed timeframes: lead times are much shorter now, with two or three months settling into more of a norm. For one thing, it’s challenging to plan when it’s unclear if there will be a Covid spike, a new variant, or a transportation barrier. For another, communication with venues has become challenging, due to staffing shortages.
The best event planners are prepared and adaptive, with an affinity for problem-solving. Now picture this: it’s been weeks, and people are still buzzing about your corporate event. The word is that everyone left the event feeling like it was time well spent—connections were made and the level of engagement hit just the right mark.
So the event was a success? Well, you tell us. You now know the secret.
At Heroic Productions, we are supportive, strategic collaborators. We know the right questions to ask, and how to guide you toward solutions that serve your company best. And we know how to create an event strategy—and complete it.
Producing corporate events is complex and challenging. But producing an event for event professionals is daunting! Right? Expectations are high, and rightfully so.
We, as an audience of producers, planners, and suppliers know the ins and outs, right and wrong, average and exceptional. We are a discerning group and, you bet, we can pick apart events that we didn’t produce ourselves. However, when 2,000 event professionals came together last week for #MPI #WECSanFrancisco, we gathered to learn, support, and celebrate.
Period.
This association that cares deeply for our industry, knows better than to criticize. We celebrated each other and the future of the events industry that is back doing what it does best.
Here though, let’s dig in a bit on the topic of “the right message, the right time, and the right messenger” which is a mantra here at Heroic Productions. Specifically, we’re speaking about one of the featured presentations from Denise Soler Cox and The Magic of Belonging.
Were you there? If not, check out MPI’s recap. We see no need to duplicate efforts crafting our own overview. They did a great job.
Headlining Wednesday’s General Session, Denise moved and inspired the audience. Again, it’s worth noting, speaking to a room of event professionals is no easy task. But Denise gathered herself and her mission to help us all understand how it feels to truly belong and how we can share this feeling with others.
What made Denise’s presentation so impactful was actually quite simple:
THE RIGHT MESSAGE
Belonging; a natural human desire, right? Who in the world doesn’t want, need, and deserve to belong?
THE RIGHT TIME
Having weathered the recent pandemic and now economic aftermath, don’t we all crave the comfort and security that comes with a sense of belonging?
THE RIGHT MESSENGER
And, when the magic of belonging is shared by a vibrant Latina who, with passion and grief, tells stories of “growing up Latina” but never feeling “Latina-enough”, the message is felt and received.
Punctuated by a screening of Denise’s film, Being Enye, it was fascinating to spend the hours and days following her presentation at Denise’s side. Countless attendees approached and shared their own experiences and/or thoughts that were brought forth by her presentation. Even in the middle of the dance floor. Each conversation was met with hugs, tears, understanding, and yes, a sense of belonging.
“Authenticity is the source of your power and authenticity is what belonging feels like.”
Denise Soler Cox
As event professionals, we understand the importance of seeing and feeling the impact of the experiences we create. #MPI brilliantly programmed Denise on the mainstage because they recognized this as a “right message, right time, right messenger” opportunity. That’s one of the most important components of designing and executing an impactful event. The emotional impact felt across the General Session room and into the hours that followed confirms that even though we all come from different backgrounds, we all have the same need to belong.
It’s not just her story. It belongs to us all and it is now our opportunity to share.
Want to know more?
Want to know more about Denise Soler Cox and how she can inspire your audiences? Or just curious about how a professional speaker or entertainer can inspire your audience? Contact Kris Campbell and visit our site.
If you’re in the Minneapolis area, you’ll want to meet Denise in August when she presents at our new speaker series, Please Welcome. Details to come!
Please Welcome is a new and upcoming speaker series produced by Heroic Productions. Sign up for our news now to be sure you’re notified of the date and details!
If you’ve ever driven with kids in the car, you’re familiar with the question: “Are we there yet?” That’s what it has felt like the last two years for anyone who plans corporate events or develops the corporate event strategy.
With joy in our hearts, we can finally proclaim: Yes! We’re there!
Now it’s time for a new set of questions. Like, how have corporate events changed? What are the latest corporate event trends? And, what’s the best way to get started planning?
We’re here to address these questions and more, including:
How to reignite your corporate event strategy
What’s trending in corporate events
How to create memorable brand experiences
How to start planning your next corporate event
How to measure your event success
How to reignite your corporate event strategy
Prior to the pandemic, in-person events were the gold standard for brands. It’s almost as if the event wasn’t live, in-person, it didn’t happen at all. As a result, virtual events, which existed long before the pandemic, often took a backseat to in-person events.
That sentiment is shifting big time.
Virtual events have hit their stride. In fact, we believe in-person events that include a virtual offering play an integral role in any corporate event, especially when you need to:
Reach a bigger audience
Accommodate folks who are unable to attend in-person
Manage your travel budget
What’s trending in corporate events? (How to give it that wow-factor)
Every day, we talk to brand and marketing leaders about their event goals and objectives and two things keep bubbling to the top of those conversations.
People want connection
Whether it comes in the form of networking with new people or reconnecting in person with longtime colleagues, the trend is all about establishing and strengthening relationships.
This is especially true for companies that went from 100 percent in-office to 100 percent remote in a very short period of time. When planning your corporate event, be strategic with your agenda structure and create space and creative tactics to encourage connection, teamwork and celebration.
People want to have fun
After two years of staring at laptop screens, people are ready for something different – they’re ready to meet in-person. We’re seeing more interest in laughter, inspiration, balance, real-talk and fun.
Frankly, we’ve never been happier to have speakers and entertainment as part of our core offerings.
Bringing in outside speakers and talent that are aligned with your event goals create that momentous experience for your audience. While the phrase “surprise and delight” may seem overused, this is definitely the time for it.
How to create memorable brand experiences (on stage, on-screen, or both)
Lasting impressions rarely happen by accident. They take vision, creativity and lots of planning. Showing up strong at your next event starts with nailing your goals and objectives. This is the springboard for your ever-so-important event strategy.
What’s the format?
Shakespeare couldn’t have predicted just how true his “all the world’s a stage” line would be in today’s world. The stage can be physical, like at an in-person corporate event. Or the stage can be “on-screen,” like during a virtual event.
What options does the format offer for branding?
In-person events offer more familiar opportunities for communicating your brand in the overall event design – think scenic elements, graphic design, signage, collateral and swag. All of these remain important and should be part of your overall event strategy as they impact the experience you are creating for your audience.
Virtual corporate events have plenty of branding opportunities, too.
When we produce events for the small screen, we use what’s called a virtual platform to deliver the event. This virtual event technology is an intricate component of your event strategy. It not only sets your event apart from everyday Zoom or Teams calls, it supports the content and experience you are creating and managing.
Virtual events offer many opportunities to let your brand shine. From your pre-communications strategy to registration, to the login screen and pre-show lobby, to your mainstage, breakout rooms and so on – integrating your brand into the design of all touch points is critical.
Your audience should know immediately that they are at your event, just as you do when you see an Apple launch or the NFL draft, as every detail supports the brand and the goals and objectives of the event.
A friendly word of caution
Maybe it was living through two years of Zoom calls from home, but we’ve noticed audiences have a low tolerance for technical mishaps, poor quality, awkward transitions and lackluster production. Be sure to invest the time and dollars to make your next event feel special (whether it’s in-person, virtual, or hybrid). Your audience has been waiting for it.
How to start planning your next event
We all appreciate the gift of time, and that’s certainly true in the events industry. Where possible, our clients bring us into the planning process early. We’ve earned a seat at the table by bringing an objective clarity to their event goals and by providing a seasoned, strategic approach to planning and execution.
It is beneficial to nail down essential considerations early, especially:
Event location
This is driven by many factors including the type of meeting (incentive will drive the location/type of hotel), demographics of your audience (east/west coast, etc), airport accessibility, union/non-union labor city, expo component, your budget, etc.
Venue selection
This is critical to your event flow so approach this with a concise list of “must haves,” including: quantity and size of breakout rooms, General Session square footage/shape/ceiling heights with no low-hanging chandeliers, your preferred seating layout, staging/scenic footprint, flow of meeting space, outside meeting space, reception areas, and now more important than ever – the hotel guidelines and budget add-ons.
Site visits
Involve your production partner as you consider a venue for your event and include them on your initial and follow-up site visits. Their view is a combination of technical and production savvy and a discriminating view on what is possible to execute at a specific venue. Your production partner sees different things during site visits that should be factored into the technical budget. They will inquire about rig points, power, load-in restrictions and can also provide specific requests before a contract is signed.
If event marketing is part of your strategy, you know the importance of making the event unforgettable. That’s where working with an outside partner can make all the difference in delivering a unique experience that drives your messaging and goals. They can:
Help you articulate your goals and objectives
Focus on understanding your target audience and what drives them
Discuss problems your audience may have directly or indirectly related to the event subject matter
Drive creative ideas and content that support your brand, messaging and engage your audience
Ask hard questions like – what do you want your audience to feel, to do after attending your event
Take broad ideas and funnel them down to what is impactful
Work with you on timeline management
Timeline for planning a corporate event?
There’s no magic number or foolproof equation. It all depends on what you’re trying to achieve and the support and resources. For example:
Do you need to bring people together quickly for an announcement? Or are you sharing a new strategic direction for the company?
Is it a brand-new product launch? Or the next iteration of an existing product?
Is it a one-time special recognition event? Or an important fundraiser?
Is your approval process straightforward or multi-layered with many stakeholders?
Is accessibility to leadership’s calendar accessible or impossible?
Do you have a budget to support partnering with an agency to produce and execute your meeting or are you driving solo?
Measuring the success of your corporate event
No matter how meaningful an event is, it also needs to deliver measurable value to the business. Who doesn’t want to show ROI to their leadership? Which route you take to measure your results depends on the goals and the corporate event strategy you established. For example:
Traditional measures – You can follow up with your audience using an email poll or survey.
Technology – Virtual event platforms provide a wide variety of stats and data about your event – like how often people engage on the platform, which breakouts they attended, or which content they reacted to.
Content-related goals – Let’s say you have an annual sales meeting. You could track customer engagement or retention after the event. If you introduce a new sales process, you can measure whether you have an uptick in sales after three or six months. If you host a state of the business update, you can follow it up with interviews.
It’s your move
We hope these corporate event tips and insights are helpful – especially as you’re thinking ahead to your next event. Let’s chat if you get stuck in the process. Our team would love to help you reignite your corporate event strategy.
Whoever said it’s easier and less time to do a virtual event, in comparison to an in-person event, has a lot to learn about this “new normal” of our industry. However, what we’ve learned is that people aren’t having the upfront and honest conversations of why this is. Well, we’re here to help answer some of those questions and give you an exclusive behind-the-scenes breakdown of everything you need to know about pre-production for a virtual event.
Nothing is more important to the success of an event than partnering with a company who can ensure your visual and audio components are executed flawlessly. But, with so many companies out there, how do you decide which one is right for you and your event?
The key word here is partner. The right event production company will be more than a supplier of equipment and labor. You can take advantage of their years of experience to get sound advice and new ideas that can make your event more interesting, fun, or all-around impressive. Choose the right partner, and you can actually look forward to your event instead of worrying.
What should you look for?
Experience
What is the company’s track record? Do they have solid testimonials? What’s their experience working events similar to yours in size, venue, and complexity? Don’t make assumptions about what they can and cannot do because services and capabilities vary from one company to another. How much of their capacity is in-house, and how much do they outsource?
Creativity
It takes more than efficient AV set-up, execution, and tear-down to produce a seamless, memorable event. It takes artistry and imagination. Can they think outside the box and offer suggestions that will improve the vision of your event or add technological elements you’d never have thought up yourself?
Willingness to work within your budget
Everyone has a budget regardless of the size or scope of their event. The right partner will have your back here, with no hidden fees or last-minute surprises. They’ll help you get maximum bang for your buck, advising when it’s best to spend more money and where you can cut costs without compromise.
Communication
Choose a partner who is a good listener and an eager participant — excited to assist with planning your event as well as execution. That strengthens the quality of your production, eliminates misunderstandings, and makes ongoing communication easier. Equally important, it ensures the final event meets your business goals in ways that clearly communicate your brand.
Teamwork and a Great Culture
Camaraderie counts. You want a partner whose people work well and happily with each other because how they function as a team affects the work they do for you. Do you like them? You’ll be spending a lot of time together, much of it under stressful conditions. You want fabulous results, but getting there shouldn’t be torturous. So, how’s their sense of humor and “cultural vibe?”
You’ll find that not every event production company is a good fit for you or your project. Frankly, if you don’t like them or believe in their expertise and talent, you won’t trust them. And trust and flexibility are critical when you’re producing any event. Choose well, though, and you’ll find a long-term partner who will be a multi-value resource when it comes to creating flawless, unforgettable future events.
IMPORTANT TAKEAWAYS FROM THE MPI WORLD EDUCATION CONGRESS IN VEGAS
While in-person events have been nearly non-existent the past year, the Meeting Planners International World Education Congress signaled a return to normal – sort of.
Even the most experienced conference event planner can sometimes feel stuck when it comes to set stage design ideas that will WOW your audience. It’s important to create something that will impress, but not detract, all while fitting into the venue, supporting your event goals, and staying within your budget.
Conference stage design makes the first impression for all of your attendees. It’s important not to settle into the same old, same old ideas that have been seen at conferences before.
Sometimes, all we need is a little inspiration. So, here are some of the Heroic team’s favorite set stage design ideas that we think will get those creative juices flowing.
Don’t you just love it when you get to work with the best people ever? Creating and executing a large-scale event requires teamwork. But not just any team. It takes the right people, working as one, to produce an event that runs smoothly and makes a lasting impact on attendees.
The more skills and creativity you bring to the planning process, the more interesting and marvelous your event will be. Here are some tips to build your all-star event team.
The gala is a staple for fundraising and corporate celebrations. Easy enough, just roll out a few white stage lights, a projector, white tablecloths, a plated dinner, seat guests at the same table all night—and, cue the collective “YAWN.” It’s time to shake your mental Etch-a-Sketch on those ho-hum traditional assumptions and make way for fresh, energized, and memorable.
Don’t you just love it when you get to work with the best people ever? Creating and executing a large-scale event requires teamwork. But not just any team. It takes the right people, working as one, to produce an event that runs smoothly and makes a lasting impact on attendees.