Experiential Marketing

Global Connections: How Cultural Intelligence Makes Meetings Matter — with Melissa Acosta

Posted on by McKenna LaFave

Global Meetings Industry Day delivered a ton of valuable insights, but one takeaway really stuck with us—thanks to Melissa Acosta. Her message? The key to successful global meetings isn’t just great logistics. It’s cultural intelligence.

“Meetings fail when we assume culture doesn’t matter.” – Melissa Acosta

Cultural Intelligence

It’s Not Just About Logistics—It’s About People

Here’s a stat that might surprise you: The global meetings industry contributes over $1.5 trillion to the economy and supports millions of jobs. Impressive, right?

But here’s the catch: the biggest missed opportunities don’t happen because of bad schedules or tech glitches—they happen when we misunderstand culture. Missteps in communication, tone, or behavior can quietly (and quickly) sink relationships, negotiations, and attendee experiences.

Imagine… 

You’re planning a high-profile event in Japan. Your handshake is too firm, your direct tone comes off as aggressive, and your schedule overlooks key local traditions. The result? Your client feels disconnected. Meanwhile, your competitor nails the tone, honors traditions, and lands the deal.

What made the difference? Cultural intelligence.

A Quick Breakdown of CQ (Cultural Intelligence):

  • CQ Drive: Stay curious. Spot your biases and get excited about learning from other cultures.
  • CQ Knowledge: Understand where your assumptions might clash with your clients’ expectations.
  • CQ Strategy: Plan ahead. Ask thoughtful, open-ended questions to avoid awkward surprises.
  • CQ Action: Walk the talk. Adjust your communication style and behavior to connect more meaningfully.

Think of it this way: you don’t want your clients wondering things like…

“Why didn’t she shake my hand?”
“He’s standing a little too close…”
“Am I supposed to give her my business card?”

Avoid the confusion. Adapt your approach. Lead with understanding.

Cultural Awareness in Action: What to Consider

  • Be proactive about language differences
  • Accommodate religious or dietary restrictions
  • Respect local business etiquette

Learning to adapt, understand, and connect across cultures isn’t just a skill—it’s a superpower.

Zooming In: The LATAM Perspective

Let’s talk Latin America—one region, so many cultures. It’s the fastest-growing region for meetings and events, and it’s incredibly diverse.

Here’s where folks often slip up: assuming that because most countries speak Spanish, they operate the same way. Nope.

  • A formal handshake in Colombia might be a hug in Brazil
  • Business etiquette in Argentina is not the same as in Mexico
  • Even within Mexico, customs and dialects shift from region to region

Latin America is a powerhouse—and it deserves a thoughtful, tailored approach. No copy-pasting here.

So, What’s the Big Takeaway?

Global meetings aren’t just about places—they’re about people.

Here’s how to make yours better:

✅ Do your homework—before you plan
✅ Stay flexible and open-minded
✅ Never stop learning

Cultural intelligence isn’t just a nice-to-have. It’s your secret weapon—and the future of global events.

To learn more about the future of events, check out what’s trending in events this year.

Let’s bring your vision to life—with pro-level AV, seamless production, and zero stress, contact us!

2025 Event Trends You Can’t Ignore (According to Global Meetings Industry Day)

Posted on by McKenna LaFave

At CVENT’s Global Meetings Industry Day 2025, Rachel Andrews, Global Head of Meetings and Events, shared the biggest event trends shaping how we gather, connect, and grow this year. Here’s what you need to know (and how to stay ahead of the game).

New Event Trends 2025

Personalization Is Queen

The one-size-fits-all event? It’s officially canceled. Thanks to technology and AI, personalized experiences at scale are not just possible — they’re expected. From curated agendas to customized communications, attendees want to feel like your event was built just for them. And with the right tools, it can be.

AI Is Your New Event Planning BFF

Beyond personalization, AI is also your ticket to smarter, faster event planning. It’s helping teams streamline productivity, boost efficiency, and collaborate better than ever. If you’re not exploring AI solutions yet, 2025 is the year to get curious.

Data Activation: Start Small, Think Big

Event pros are swimming in data — but turning it into actionable insights? Still a major challenge. Pro tip: Start small. Pick a few key metrics (like attendee satisfaction, which 93.5% of corporate planners prioritize) and build from there. Some popular ones to track include:

  • Post-event survey responses (76% are doing this)
  • Attendee tracking numbers (72% are doing this)
  • Lead generation
  • Content performance
  • Net Promoter Score (NPS)
  • App engagement
  • Social media interaction

Don’t stress about tracking everything at once. Focus on the metrics that matter most to your business goals.

ROR: Return on Relationships

Forget just measuring dollars — it’s time to measure connections.

Building and nurturing relationships with your attendees creates serious long-term value. To maximize your Return on Relationships (ROR):

Field Marketing Events Are on the Rise

Smaller, localized field events are growing fast — and for good reason. They’re easier to personalize, foster stronger relationships, and keep the momentum going year-round (helping you build that ROR!). Heads up, though: Scaling lots of smaller events can overwhelm your team if you’re not prepared. Self-serve tools and smart automation are your best friends here.

Event Content = Marketing Gold

Stop letting your incredible event content fade away once the lights go down. In 2025, savvy marketers are stretching their event content across year-round campaigns. Think:

  • Repurposing sessions into webinars
  • Using on-site speakers for podcasts
  • Hosting VIP networking sessions after the event

Work smarter, not harder — and get way more mileage out of your events.

Unique Venues Are Stealing the Show

Say goodbye to cookie-cutter ballrooms. Attendees are craving unique, flexible, and affordable venues in new places — and the market is responding with:

If you want to wow your guests, think outside the conference center.

Accessibility Is Non-Negotiable

Over 1 billion people globally live with some form of disability, and accessibility laws are evolving fast.

Your attendees expect events that are inclusive and accessible. That means:

  • Providing accessible room diagrams
  • Tailoring visuals, audio, and reading materials
  • Asking attendees directly what they need to feel more comfortable

When you design for accessibility, you design for everyone.

Data Privacy Is Getting Serious

New year, new privacy standards. Hotels, venues, and event pros are stepping up their efforts to protect attendee data — and you should too. Stay compliant, be transparent, and safeguard your attendees’ trust like it’s the VIP it is.

Ready to Crush These Event Trends in 2025?

Staying ahead of these trends isn’t just smart — it’s essential for creating unforgettable, impactful experiences.

Need help bringing your next big idea to life? Let’s chat!

Catch up with event tech trends to make your next event out of this world!

Cut Costs, Not Corners: Corporate Events in Tier Three Cities

Posted on by McKenna LaFave

Tier three cities have a lot to offer when it comes to corporate events and conferences. And let’s face it, event budgets are shrinking, prices are climbing, and everyone’s trying to do more with less. Enter the underrated champions of the event world—tier three cities. 

These hidden gems offer big-time experiences without the big-time price tags. Thanks to insights from our friends at Meeting Professionals International (MPI), we explored a few tier three cities that give you the most bang for your buck!

Corpus Christi, Texas Tier Three Cities

Corpus Christi, Texas

Craving ocean views and cost savings? Corpus Christi has you covered. 

Nestled along the Southern Texas coast, this sunny spot is known for its stunning beaches. Just 30 minutes from downtown, Padre Island National Seashore stretches 113 miles and covers about 130,500 acres of pristine island along the Texas Gulf Coast. It’s an easy win for mixing business with beachside bliss.

Why it works for events:

  • The airport’s just 12 minutes from downtown. Bonus: all the downtown hotels offer complimentary airport transportation (saving you even more money!).
  • The convention center spans 138,000 sq. ft. and is priced competitively.
  • Hotel rates downtown tend to be lower than in larger cities.
  • And with less congestion, commute times are short and sweet.

Bottom line: Less time stuck in transit, more time soaking up sun—and success.

Greensboro, North Carolina Tier Three Cities

Greensboro, North Carolina

Charming, connected, and just a hop from almost anywhere—Greensboro makes logistics easy and experiences memorable.

Located about 90 minutes from Charlotte, this mid-sized city is closer than you think. In fact, 60% of the U.S. population lives within a 10-hour drive. And if road trips aren’t your thing, have no fear, all major airlines fly directly into Greensboro, and the airport is only 17 minutes from the heart of downtown. 

Why it’s a great pick:

  • Over 11,000 hotel rooms in the downtown area alone.
  • A deep history, from the Revolutionary War to the Civil War, with plenty of museums and historical landmarks to explore.
  • Known as “Tournament Town” thanks to its abundance of athletic venues.
  • Home to the Steven Tanger Center for Performing Arts, with 11 Broadway productions scheduled in the next 9 months!

Greensboro is the kind of place where you can go from keynotes to curtain calls without missing a beat.

Ozarks, Branson, Missouri Tier Three Cities

Branson, Missouri

If you’re looking for a central location with major personality, Branson’s your spot.

Smack dab in the heart of the Ozarks, Branson blends natural beauty with nonstop entertainment. Being located in the center of the country makes it an easy destination for national sales meetings. Downtown Branson is about 30 minutes from the Boone County Regional airport or 50 minutes from the Springfield-Branson National Airport.

Here’s what makes Branson shine:

  • 76 Country Boulevard is lined with theaters featuring country music, magic acts, and everything in between.
  • Thunder Ridge Nature Arena, a brand-new 18,000-seat amphitheater in the Ozark Hills, brings in big-name talent year-round.
  • Water lovers can enjoy Table Rock Lake and Lake Taneycomo for fishing, boating, and lakeside activities.
  • Dogwood Canyon Park offers horseback riding, tram tours, and scenic trails.
  • Oh, and did we mention the Ozark Mountains?

Branson offers a rich assortment of outdoor adventures and live entertainment. 

So, Why Go Tier Three?

Choosing a third tier city doesn’t mean cutting corners—it means making smarter moves. With lower costs, easier travel logistics, and memorable built-in experiences, these destinations are proving they can compete with the big players.

Plus, as cities like Corpus Christi, Greensboro, and Branson continue to invest in infrastructure and tourism, their event appeal just keeps growing.

Less stress. Lower spend. Bigger impact. That’s the third tier advantage.

Big dreams? Tight budget? Weird venue? Bring it on. Contact us today!See what else is going down in the world of events, check out our latest event trends blog post!

Return on Emotion (ROE): The New Metric for Event Success

Posted on by McKenna LaFave

In the events world, there’s one question that never seems to go away: “What’s the ROI?” Measuring the return on investment for an event has long been a challenge. Sure, technology has made it easier to gather data, but it’s still not as simple as tracking digital ad performance. And maybe that’s because there’s more to events than just dollars and data.

Events are meant to make people feel something. So, what if we stopped measuring success solely by financial return and instead considered how deeply attendees felt after an event? Enter: Return on Emotion (ROE).

Why Emotions Matter in Events

According to Brand Revolution, emotions are the driving force behind unforgettable brand-defining moments. And they’re not just a nice-to-have; they’re a necessity. Stanford marketing professor Baba Shiv estimates that a whopping 90 to 95 percent of our decisions and behaviors are shaped by our emotional brain system. If you want to persuade people, you have to tap into what their emotional brain is looking for.

Feelings don’t just influence decisions—they impact learning and memory, too. Experiences tied to emotion are more likely to stick with us. Psychologist Barbara Fredrickson, who studies positive emotions, found that they help us think more expansively and make stronger connections with others. Yet, despite emotions playing such a massive role in engagement, more than half (55%) of meeting organizers admit they struggle to measure them, according to the CEMA Events Maturity Benchmarking Study.

ROE

The Five Key Emotions That Drive Business Success

Brand Revolution has identified five core emotions that drive successful event experiences:

  • Hopeful: Inspires a brighter future and optimism.
  • Adventurous: Sparks excitement and curiosity.
  • Active: Energizes attendees to participate and engage.
  • Acceptance: Fosters a sense of belonging and inclusion.
  • Motivated: Encourages ambition and action.

Measuring ROE in Your Events

Traditional metrics aren’t going away, but adding an emotional lens can provide a fuller picture of success. How do attendees feel during and after your event? Are they excited, inspired, connected? Post-event surveys, social listening, and even in-the-moment engagement tracking can offer insights into emotional impact.

Eventia’s perfect ROE-defining formula: the ratio between the effort and resources you’ve put into designing the event and the emotional commitment and engagement of your attendees. This means that success isn’t just about the money spent—it’s about how deeply the experience resonates with your audience.

Events aren’t just transactions; they’re transformations. When you focus on creating emotionally engaging experiences, you’re not just measuring an event’s success—you’re making it unforgettable.

So, the next time someone asks about ROI, maybe it’s time to flip the script and talk about ROE, instead.

Want to boost your event’s emotional impact? Discover how AI is revolutionizing event personalization and helping create unforgettable attendee experiences.

Need help designing your next immersive event? Let’s make it happen. Contact us today!

8 Key Insights from Event Planners in the 2025 Meetings Today Trends Survey

Posted on by McKenna LaFave

Event planners, we see you—navigating budget cuts, skyrocketing costs, and still pulling off unforgettable experiences like the pros you are. To help event professionals get a pulse on where the industry’s headed (and maybe feel a little less alone in the chaos), we’re breaking down the highlights from Meetings Today‘s 2025 Trends Survey. With over 500 event planners weighing in, here’s what’s up.

event planners

1. Event Planner Demographics

Women rule the event world: 78% of respondents are female.

Experience matters: Nearly half (45%) have been planning events for over 20 years.

Age breakdown:

  • 41–55: 33%
  • 56–64: 29.8%
  • 26–40: 20.9%

Event Planner types:

  • 32.6% Association planners
  • 23.9% Corporate planners
  • The rest? Independent, government, or other. A diverse crew!

2. What’s Keeping Event Planners Up at Night?

These are the top career threats on planners’ minds:

  • Compensation – 44.6% worry they’re not paid what they’re worth (can we get an amen?).
  • Perceived value of the profession – 39.5% feel underappreciated.
  • Downsizing – 34.6% fear job cuts.

3. The Big 3 Challenges for 2025

Let’s just say it’s a budget-tightening, cost-skyrocketing, attendance-dipping kind of year:

  • Increasing costs – 89.6% of planners are feeling the pinch.
  • Lower budgets – 49% are being asked to do more with less.
  • Declining attendance – 31.3% are battling smaller crowds.

4. How Event Planners Choose Destinations & Venues

Spoiler alert: money talks—but it’s not the only thing that matters:

  • Overall cost – 78.8%
  • Alignment with organizational values – 30.7%
  • Diversity & inclusion – 23.8%
  • Labor union contracts/actions – 14%
  • Environmental sustainability – 12.5%

5. Activities That Are In for 2025

The days of stale conferences are gone. Here’s what planners are adding to the mix:

  • Networking opportunities – 84.6% (always a classic)
  • Outdoor activities – 47.1%
  • Team building – 41.9%
  • Wellness components – 35.3%
  • Yard games – 32.1% (yes, really!)
  • Golf – 31.7%
  • Authentic/immersive destination experiences – 31.1%
  • Gamification – 26.6%
  • Spas & spa activities – 18.3%
  • And even cooking programs (12.5%) and theme parks (14.1%) are making appearances!

6. Audience Size: Go Big or… Keep It Cozy?

Event sizes are all over the board:

  • 19.5% expect 1,000+ attendees
  • 17.4% aim for 301–500
  • 16.5%: 201–300
  • Smaller events still shine: 15% are planning for 101–200, and 10.8% for 51–100

7. Politics: Do They Affect Destination Picks?

In a word? Sometimes.

  • 50% say politics somewhat influence their choice.
  • 33.3% say politics have no influence.
  • 17.1% say politics are a major factor.

8. What REALLY Matters When Picking a Destination?

Here’s what tops the list for destination must-haves:

  • Location, location, location – 96.2%
  • Accessibility – 44.6%
  • Weather/natural disaster risk – 43.7%
  • Leisure appeal – 41.5%
  • Airlift (aka flight availability) – 38.9%
  • DEI initiatives – 17.5%
  • Sustainability practices – 16.1%

Final Thoughts

From rising costs to shifting values, 2025 is shaping up to be a year where savvy, strategic planning will shine. Whether you’re fighting for budget dollars or finding new ways to engage attendees, just know—you’re not alone. The data is clear: event planners are resilient, creative, and making it happen against all odds.

To learn how we can lighten your load with stellar AV services, contact us.

To see what event trends are transforming events in 2025, visit our blog post.

Color as a Catalyst: How to Boost Engagement with Event Design

Posted on by McKenna LaFave

The Heroic team recently had the pleasure of attending a presentation by Nicole Coon from Event Lab at Raise + Arrange on color in events and color theory—and let’s just say, she left a lasting impact. As an A/V production company, we use color to tell stories, just like all event professionals do.

Color isn’t just decoration—it’s a powerhouse tool that influences emotions, guides behavior, and strengthens branding. Whether you’re planning a high-energy fundraiser, an elegant gala, or a corporate gathering, the right color choices can elevate the entire experience.

Let’s dive into the magic of color theory and how you can use it to create impactful, unforgettable events.

Color as a Catalyst: How to Boost Engagement with Event Design

The Psychology of Color: More Than Just Pretty Hues

Color speaks a universal language, triggering emotional responses within seconds. Think about how a red “SALE” sign instantly grabs your attention or how a serene blue room makes you feel calm. When used strategically in event design, colors can:

  • Evoke emotions – Set the mood and atmosphere.
  • Influence behavior – Encourage interaction and engagement.
  • Reinforce branding – Strengthen recognition and trust.
  • Enhance aesthetics – Create visually stunning experiences.
  • Support themes – Tie everything together seamlessly.

Breaking Down the Color Spectrum

Each color has a personality. Understanding its psychological impact helps you make intentional design decisions.

🤎 Brown – Cozy, reliable, and earthy. Great for rustic themes or sustainability-focused events. Use it for wooden dining tables, warm-toned coffee stations, chocolate giveaways.

🩷 Pink – Warm, kind, and uplifting. Ideal for health, wellness, or women-focused events. Use it for custom pink cocktails, velvet lounge seating, donor recognition displays.

❤️ Red – Bold, urgent, and powerful. Perfect for calls to action and high-energy experiences. Use it for red carpet entrances, illuminated auction tables, donation stations.

🧡 Orange – Friendly, creative, and energizing. Encourages optimism and connection. Use it for bright centerpieces, citrus-themed drink stations, staff attire accents.

💛 Yellow – Cheerful, attention-grabbing, and optimistic. Best used in moderation. Use it for donation thermometers, inspirational signage, golden note cards.

💚 Green – Trustworthy, refreshing, and nature-inspired. Aligns with eco-conscious themes. Use it for greenery walls, progress-tracking uplighting, moss sculptures.

💙 Blue – Stable, professional, and calming. Works well for corporate or formal events. Use it for blue-themed gourmet stations, donor recognition gifts, aquatic projections.

💜 Purple – Luxurious, creative, and regal. A go-to for high-end galas and VIP experiences. Use it for floral backdrops, lighting transitions, unity-themed guest attire.

🖤 Black – Elegant, sleek, and mysterious. Ideal for modern and upscale aesthetics. Use it for black tie photo backdrops, dramatic chandeliers, mystery box fundraising.

🤍 White – Clean, minimalist, and timeless. Allows other colors to shine. Use it for white lounge furniture, ice sculptures, textured light projections.

Bringing Color to Life in Fundraising Events

Now that you’ve got the psychology down, how do you actually apply color in an event setting? Here are a few impactful ideas:

  • Make donation stations pop by using bold accent colors like red or yellow to guide guests.
  • Use lighting to set the mood by shifting between warm and cool tones throughout the event.
  • Incorporate color into food and drink with themed cocktails, desserts, and plating that reinforce branding.
  • Tie colors to storytelling by selecting hues that emotionally connect guests to your mission.
  • Create immersive experiences with backdrops, centerpieces, and decor that enhance the environment.

Final Takeaways: Your Color Game Plan

  • Colors evoke emotions—use them strategically.
  • Thoughtful color choices can drive engagement and donations.
  • Small changes can have a big impact.

So, the next time you’re planning an event, don’t just pick colors because they look nice—choose them with intention. Whether you want to energize, inspire, or create an air of sophistication, color is your secret weapon.

Now go forth and color your events with confidence!

Ready to bring your event to life with the power of color? Contact us today to start planning your next event.

Want more strategies to elevate your next fundraising event? Check out our blog post, Building Momentum in Giving: Strategies for Nonprofit Events, for expert insights on engaging donors and maximizing impact.

Building Momentum in Giving: Strategies for Nonprofit Events

Posted on by McKenna LaFave

When it comes to nonprofit events, building momentum in giving is more than just raising funds—it’s about creating an unforgettable experience that inspires people to give passionately. Here are some practical tips and trends to help you energize your next event and make every dollar count.

Trends in Nonprofit Events for 2025

If you’ve been to a few nonprofit events recently, you might have noticed a recurring theme: the same auction items showing up over and over. While these staples can be reliable, the real trend for 2025 is authenticity and passion. People want to connect with your mission on a deeper level. To stand out, make your event feel fresh, exciting, and aligned with your cause.

The Auction as Entertainment

Gone are the days when auctions were simply transactional. Today, they’re all about engaging your audience and making the experience memorable:

  • Bring Guests on Stage: Involve someone from the crowd in presenting or bidding on an item. This creates a moment of connection and fun.
  • Work the Crowd: Encourage your auctioneer to interact with the audience and build excitement.
  • Lean Into Your Message: Tie the auction items and overall tone of the evening back to your nonprofit’s mission.

A standout example comes from Firefighters for Healing. Their auctioneer donned a firefighter outfit during the event, creating a fun and meaningful connection to the cause. Think outside the box—“crazy” and “cool” ideas work!

Children's Cancer Research Fund's Nonprofit Event the DREAM gala

Refreshing Your Auction Items

One key to auction success is offering items that resonate with your audience. While restaurant gift cards can feel overdone, tapping into trends and local experiences can set your auction apart. Collaborate with communities, boards, and connections to source unique items—and don’t be afraid to ask! People love supporting causes they care about, and sometimes all it takes is an invitation. An example of this was a “staycation” in Stillwater, Minnesota auctioning for $5,000 at a Minneapolis fundraising event! Don’t be afraid to tap into your local networks. 

Creative Giving Levels

Tell your auctioneer not to just ask for round numbers—make your giving levels fun and meaningful. For example, if it’s your nonprofit’s 11th anniversary, ask for $111 instead of $100. If you requested $10,000 last year, aim for $11,000 this year. Small changes like these add personality to your ask and can spark bigger contributions.

Streamlining the Nonprofit Events Experience

No one likes standing in long lines. Streamline your event by:

  • Pre-Check-In: Allow guests to check in before the event to avoid bottlenecks.
  • Open Early or Extend Bidding: Use a digital bidding platform to open the auction early or keep it running after the event. This gives attendees more time to engage and contribute. Also, having exclusive items for “after hours bidding” builds excitement and keeps the impact long lasting.

Remember: There’s No Right or Wrong Way to Do Nonprofit Events

Every nonprofit and audience is different, so tailor your event to what works best for your mission and supporters. Experiment, learn, and keep the energy high—that’s how you build momentum in giving.

With these strategies, you can create an event that not only raises funds but also deepens connections to your cause. So dream big, think bold, and watch the generosity flow!

For more information on fundraising best practices, check out our Please Welcome episode featuring the Senior Director of Development at University of Minnesota Foundation and Auctioneer, Nick Engbloom.

To make your next gala shine with world class A/V production, contact us.

From Emerald City to Center Stage: Lessons in Audio/Visual Brilliance from the New Wicked Movie

Posted on by McKenna LaFave

The new Wicked movie has captivated audiences before it even hit the big screen, thanks to its dazzling visual effects and unforgettable soundtrack. It’s a masterclass in the art of storytelling through sound and visuals—something that every event planner can leverage to elevate their live events. Let’s break down how Wicked wows and how you can use the same AV magic to elevate your next event.

Wicked

The Wicked Formula: Immersive Storytelling Through AV

If Wicked is the yellow brick road leading us to the immersive world of the audio/visual experience, then we can’t underestimate how important implementing these not so simple elements are to storytelling. Take color, for example. The Wicked team didn’t just use it—they weaponized it. Marketing teams spent millions painting audiences into “Team Glinda” (soft pink pastels) or “Team Elphaba” (deep, dramatic greens). Before they even spoke, the colors told us how to feel: pink equals light and whimsical; green equals dark and defiant.

We see the same power of color in live events. For instance, at a gala supporting children’s charities, we used playful greens, purples, and pinks—almost like brushstrokes of wonder—to evoke a sense of childhood magic. For a veteran’s fundraiser, we leaned into patriotic red, white, and blue, creating a deep connection to honor and service. The color story you choose can shape how your attendees feel from the moment they step in. It’s not just lighting; it’s storytelling.

And unless you’re throwing a mid-summer Christmas in July party (hey, no judgment), you wouldn’t fill a room with reds and greens. The right palette sets the right tone—whether it’s cozy and nostalgic or sleek and futuristic.

Audio Magic: Making the Music Resonate

From rich colors to even richer vocals, Wicked didn’t skip a beat. Let’s face it, Wicked is well known for its incredible storytelling through BIG songs and even bigger vocals. The movie’s soaring vocals and powerful songs pull us into the characters’ worlds. Tell me you didn’t feel deeply connected to Elphaba when she pours her heart into Defying Gravity as she flies through the air on a broomstick for the first time. And Glinda’s “Popular”? Instant nostalgia for anyone who’s ever wanted to fit in. There’s a reason why streams of the Wicked Official Playlist on Spotify grew 3,460% globally between November 22 and 24. People left the theater feeling something, and better yet, they didn’t want to stop feeling it.

The same goes for your event. Crisp, balanced audio is essential for keeping your audience captivated. Your keynote speaker is your Glinda or Elphaba, and their words need to land perfectly with the crowd. Whether it’s a heartfelt mission statement or an energizing call-to-action, sound makes the emotional connection. 

Even transitions matter! A great soundtrack can set the mood between speakers. For example, you probably wouldn’t be playing Celine Dion’s “I Will Always Love You” after the introduction to a sales kickoff. You want attendees to feel excited, energized, and focused. Not tearful and sad. It’s all about finding the right vibe to match the moment. And if you’ve got live music? Even better! Our job is to make sure the instruments don’t overpower the vocalist while also making sure you can feel the music from every seat in the house.

Visual Splendor: Creating a World Through Design

Wicked did an A+ job of creating a new “world” in every set they designed. From the little mushroom huts surrounded by whimsical tulip fields in Munchkin Land to the glitzy green and black, marbled Emerald City. Every set creates a mood that pulls you deeper into the story. Taking you from the warm, carefree embrace of a land full of adorable munchkins, to the cold, shiny, sophisticated city of Oz. 

An event space does the same thing for attendees. Lighting, video walls, and stage design at events can create a similarly impactful “wow” factor. One of our favorite projects was a farewell party for an airplane model, held in a hangar. We turned the plane into the centerpiece and projected visuals onto a screen shaped like a tail fin. Attendees felt like they were stepping into a real-life Top Gun scene!

Delta Wicked Blog

Takeaways for Event Planners

So how can you, as an event planner, bring Wicked-level AV magic to your event? Here’s how:

  1. Invest in sound and lighting. Work with an AV partner who knows their stuff and has the tools to bring your vision to life.
  2. Make sure your AV partner has trusted technicians. AV techs can save you from mic malfunctions and awkward pauses—things that can derail an otherwise great presentation.
  3. Think big. Ask yourself, “How can I turn this event into an immersive world?” Then let us help you build it.


Just as the Wicked movie promises to enchant audiences with its audio-visual brilliance, live events have the power to create lasting impressions when AV is done right. Whether you’re planning a conference, gala, or product launch, let us help you create your own “Emerald City” experience.


Ready to create a show-stopping event? Contact us today to learn how our AV expertise can make your event unforgettable.

To explore our work and the immersive experiences we’ve created, visit our website.

Sources

Three Must-Address Focal Points for Event Pros: MPI’s Meetings and Events 2024

Posted on by McKenna LaFave

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.

Event Pros 2024

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!

Event Pros Wellness in Food

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.

Kitty Hart Shines on Your Brand Amplified Podcast: Inside the World of Experiential Marketing

Posted on by McKenna LaFave

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.

Your Brand Amplified Experiential Marketing

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.

Kitty Hart on The Faces of Business Podcast: Creating Unforgettable Events

Posted on by McKenna LaFave

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.

The Faces of Business Featuring Kitty Hart and Events

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.

Marketing Events in 2024

Posted on by McKenna LaFave

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.

Kitty Hart: Building Brands Through Events on Digital Velocity Podcast

Posted on by McKenna LaFave

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.

Ready to dive deeper into the world of brand-altering experiences? Connect with Kitty and let’s create some magic!
Need help planning a hybrid event? Download our Hybrid Event Planning Guide!

Experiential Marketing with Kitty Hart on LifeBlood Podcast

Posted on by McKenna LaFave

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.

Experiential Marketing with Kitty Hart on LifeBlood Podcast

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.

Shakespearean Kitty Hart on Thoughts That Rock Podcast

Posted on by McKenna LaFave

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.

Shakespearean Kitty on Thoughts That Rock Podcast

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.
Shakespearean Kitty on Thoughts That Rock Podcast

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.

Kitty Hart’s Heroic Insights: Sharing Marketing Wisdom and Event Planning Tips on Legacy Leaders Podcast

Posted on by McKenna LaFave

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.

Legacy Leaders cover art- Event Planning Tips With Kitty Hart blog featured image

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.” 

Image of Please Welcome, a Heroic hybrid event

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.

Kitty Hart on MVP Experience With Steph Silver: Creating Your Brand Experience

Posted on by McKenna LaFave

Welcome to a lively discussion featuring our very own VP of Brand Experience, Kitty Hart, who recently appeared on MVP Business with Steph Silver. Their conversation revolved around the captivating world of creating a brand experience that truly resonates with your audience.

Selling Brand Experience

Steph shares a powerful insight right off the bat: “Sales is marketing and marketing is sales; it’s just a different way of communicating.” Kitty wholeheartedly agrees, stressing that the synergy between these two facets is crucial in today’s rapidly evolving landscape. Historically, the age-old rivalry between sales and marketing has been a challenge.

The landscape of consumer behavior has undergone seismic shifts. Kitty asserts that this transformation isn’t solely driven by technology but is deeply intertwined with it. “When sales and marketing work together” Kitty affirms, “there is a more seamless buying experience.” It’s essential to craft a journey that customers want to embark on before making a purchase. Informed customers now rule the roost, turning cold calls into relics of the past. This is where marketing steps up, evolving drastically to cater to this shift. Sales teams must relay customer queries to marketing, fostering the creation of relevant and indispensable content.

The concept of selling to humans, not just consumers, is pivotal. Experiential marketing hinges on a blend of science and experience. Kitty describes the captivating scent of movie theater popcorn that greets you as you enter a theater. These memorable experiences evoke emotions that spur us to share with others. It’s all about cultivating feelings.

Kitty shares a personal revelation about her relationship with selling: “I realized I wasn’t selling. I was simply finding people who had a need for what we did, really well.” This encapsulates the art of genuine salesmanship.

History of Experiential Brand Experiences

The ascent of experiential marketing has been a thrilling spectacle, with brands embracing and unleashing its potential. Interestingly, experiential marketing traces back to the 1800s, proving it’s not a new concept. Kitty delves into history, citing the iconic World’s Fair and how Wrigley’s chewing gum distribution was a prime example of a brand incorporating taste into their experience.

Redefining Corporate Events

Reimagining “corporate events” is next on the agenda. Just because “corporate event” has the word “corporate” in front of it, doesn’t mean it has to be boring. Rather, they should rejuvenate employees’ love for their company and leave them feeling valued and inspired. This encapsulates the essence of creating a brand experience for corporate events.

As the world reopened post-pandemic, the allure of in-person events resurfaced, though virtual alternatives remain popular. Virtual components offer cost-saving advantages, widening the event’s reach. Yet, crafting distinct experiences for in-person and virtual attendees is paramount.

Innovation should take center stage. Kitty emphasizes the importance of having team members receptive to groundbreaking ideas. Ideas on paper are mere potential until brought to life. Steph chimes in, stressing the value of diverse perspectives in brainstorming sessions.

Steph provocatively prompts: “What’s your brand experience map?” This pertains to every facet of your brand, be it events, physical stores, or shipping processes. Feedback gleaned from social media holds the key to refining your brand experience. Kitty admits, “Surprising and delighting people is increasingly challenging.” Ultimately, it’s about the emotions you evoke.

Kitty Hart’s insights on creating brand experiences are invaluable, and her chat with Steph Silver brings a refreshing perspective to the forefront. In today’s corporate landscape, the marriage of sales and marketing, the allure of experiential marketing, and the meticulous crafting of brand experiences emerge as pivotal themes. The journey continues, shaped by a world hungry for authentic connections.

Creating a Meaningful Brand Experience With Heroic

Heroic Productions takes event management seriously. Our approach ensures the event’s message is not only seen and heard but deeply felt, all while aligning seamlessly with the company’s strategy.

To learn more about brand experiences and chat with Kitty Hart, visit her page and listen to more of her podcast episodes here.

To find out more about event strategy, download our Event Strategies Guide here.

Unleashing the AI Magic: Heroic Productions Hosts Epic AI Event for Marketers’ Community

Posted on by McKenna LaFave

Brace yourselves, marketing mavens! On Tuesday, August 8 from 3 – 5 p.m. Heroic Productions had the pleasure of hosting Marketers’ Community’s AI event with an exciting panel discussion surrounding the power of artificial intelligence. We teamed up with the dynamic duo, Laura King and Abby Kelsey, to welcome a whopping 120 marketing wizards into the captivating realm of STUDIO15. Who knew AI could be this enchanting? We did! 

Before we begin, explore pictures from the event!

Image of the panelists and Heroic
Image of the panelists
Image of the panelists
Image of the panelists
Image of the panelists and STUDIO15
Image of panelists laughing
Image of panelist

Setting the Stage for a Thought-Provoking AI Event

The spectacle kicked off in style as thirsty networkers arrived, grabbed a beverage and began lively conversations. Beyond the usual suspects of beer, wine, and sodas, our salute goes to Jen Gilhoi from Zero Proof Collective for curating a non-alcoholic sanctuary that raised the bar. While the lobby buzzed with anticipation, behind the scenes, the Heroic team and our esteemed panelists were cooking up a storm in the studio.

As the studio doors swung open, guests were mesmerized by a kaleidoscope of Marketers’ Community’s signature colors: purple, pink and orange with fun projected graphics, and dance-worthy tunes. The stage was set with the extraordinary minds including: Tim Brunelle (AI-Generative Creative Consultant, Creative Leader, Adjunct Professor at Minneapolis College of Art and Design), Mona Askalani (Director of Digital Capabilities at General Mills), Garrio Harrison (Partner & CRO at Stoneford Partners), and Heather Boschke (Marketing Leader, Professor, Owner of Buddha Birdie & Vogel Venture). As the studio filled to the brim with 120 curious marketers, the atmosphere hummed with anticipation.

Shining Stars of This AI Event: The Expert Panelists

The panel captivated audiences as they discussed the power of AI and the reasons why marketers should embrace the new technology, not shy away from it. Things like proofreading, client research, competitor analysis, and data interpretation are just a few of the ways AI can add productivity and quality to marketers’ everyday work. The verdict was unanimous: embracing AI is not a choice, it’s a necessity. The message was clear – AI isn’t here to steal your thunder; it’s here to amplify your brilliance. The panel’s golden advice? Dive into AI with wide-eyed enthusiasm, experiment with it (within company guidelines), and most importantly, approach this new technology with optimism! The panel discussion ended with an influx of questions from the audience that led to intriguing discussions.

At the end of this AI event, marketers were encouraged to stay after to chat with the panelists, snack, and network. Excitement surrounding the topic was seeping out of everyone as they trickled out of STUDIO15 with a newfound knowledge and respect for AI. And we, at Heroic Productions, had achieved our mission: to spark curiosity, inspire creativity, and forge new connections! 

Create a Mind-Blowing Event of Your Own With Heroic

To learn more about how you can host your next event in STUDIO15, visit our website or contact our VP of Brand Experience Kitty Hart.

Kitty Hart & Dacia Coffey Dive Into Experiential Marketing on Corporate Caffeine

Posted on by McKenna LaFave

Heroic Productions’ own VP of Client Brand Experience, Kitty Hart, was recently a guest on Dacia Coffey’s podcast, Corporate Caffeine. Like a dose of caffeine, the conversation was all energy as they dug into the topic of experiential marketing. 

Photo of Corporate Caffeine- Experiential Marketing on Corporate Caffeine blog

The Real ROI of Experiential Marketing

Heroic knows experiential marketing is one of the most prominent forms of event marketing used today. As Kitty states, “There’s real science behind this. There’s a reason that when brands create experiences that bring in as many of the senses as possible those brands create better connections.” 

Kitty went on to describe the main purpose of experiential marketing, and events in general, stating, “Whether we are talking business to business or business to consumer, it’s all people to people, and people want to feel something.” The two discussed the importance of patrons leaving an event feeling something, so much so that they leave talking about what they experienced. And they want to continue talking about it and sharing their experience with the brand. That’s the real return on investment!

The biggest challenge in events today, as Kitty explains is, “It’s become kind of hard to surprise and delight people.” This is a challenge that Heroic knows all too well as many clients repeat the same events annually. The team at Heroic needs to generate ideas for new and exciting experiences for attendees. Kitty describes one area in which you can breathe new life into your event — speakers, and entertainment. Investing in a great speaker or lively entertainment can really leave a lasting impact on an audience. She describes an event in which every transition throughout the day was led by a DJ and another where the client, which happened to be a major beauty brand, turned their corporate event into a live fashion show! 

As fun as live entertainment and events that swap traditional stages for runways may be, Kitty went on to talk about the importance of aligning with brand guidelines and standards. It is important when working with vendors and event partners to make sure they know who you are as a brand, so the event makes sense. Otherwise, your event may leave your audience with more questions than anything else.

Win Buyers With Experiential Marketing

Dacia and Kitty switched gears a bit as they went on to talk about how “buying” has changed. People have so much information at their fingertips, buyers are more informed now than ever. “You really do need to bolster marketing,” Kitty says, as old sales tactics such as cold-calling are no longer as effective. Dacia piggybacked on the sentiment stating, “Marketing does so much of the preparatory work to get buyers choosing you or deciding that you are better than the other competitors or options that they have.” It seems that while there is always a need for sales, marketing is now playing a larger and more integrated role in teeing up customers and getting them ready for the sales process.

Kitty goes on to elaborate on how Heroic uses experiential marketing as a marketing AND sales tactic through our Please Welcome events! She explains how inviting clients and prospects to a Heroic-produced event gives them the opportunity to see Heroic’s STUDIO15 and, “see us doing what we do best.” It’s an immersive experience in which, “they get to know us as people, as professionals, and someone who they can look at and say, “Okay, yeah, I could see them being my production partner.” It gives event attendees the chance to “try before they buy.” 

Proper Planning Makes all the Difference

In event marketing, Kitty likes to remind people not to leave anything “undesigned.” She says, as a production partner, making sure every attendee in the crowd can see and hear is “table stakes,” yet we’ve all been to events where we’ve experienced distracting deficiencies in these areas. Heroic clients expect the best and that’s what they get from our team. But beyond the basics of AV, many moments within the production experience can make or break the final impressions of the audience. Kitty advises thorough planning through every component and every transition, thereby unlocking a truly flawless experience that your brand can be proud of. 

To discuss how Heroic Productions can help you with your next event, contact Kitty Hart.

To learn more, check out our guide to experiential marketing.

Heroic Productions: New Home of the Proto EPIC Hologram Machine

Posted on by McKenna LaFave

On June 22, 2023, Heroic Productions hosted its first ever Event Planner Happy Hour! This intimate event, intended specifically for event professionals, in STUDIO15 with help from our decor partner Festivities, was planned to showcase the latest and greatest in event technology. As attendees sipped on libations and snacked on crudité, the Heroic team went to work showcasing what was sure to blow their minds!

Introducing the Proto Hologram Machine!

While virtual events, LED, and wearable technology were, of course, all topics of discussion amongst ongoing and up-and-coming trends, Heroic had something new and exciting to unveil: Proto EPIC Hologram! One of the only Proto hologram machines in the area, Heroic is proud to offer a home base for this very cool technology. When it’s not out “on the road” in use for our clients, it lives at STUDIO15 and is available for demos and ideation. 

This 54”x87.5”x28.5” box is used for professional hologram “beaming” with high fidelity speakers, 4K video, and a touchscreen. Beam a 3D version of your logo, a product, or yourself from Proto to impress your event attendees. Whether your content is premade or live, using this technology makes it simple for you to capture whoever you choose to turn into a hologram for your next event!

Now, back to the June happy hour. Guests were jazzed to try the Proto hologram machine for themselves and jumped at the chance to see themselves as holograms! The room buzzed and ideas flowed freely as the discussion surrounded the endless possibilities of what this technology could provide in the events industry. From meet and greets with celebrities, to trade show activations, to keynotes delivered by renowned speakers – Proto invites a sensational and cost-effective way to interact with event guests with a WOW factor. 

photo using the Proto hologram machine
photo using the Proto hologram machine

Bring the Magic of the Proto to Your Next Event

To discuss ways in which you can incorporate this cutting-edge hologram machine into your next event, contact Kitty Hart.

To keep up with Proto, follow Transcend Media on LinkedIn and stay connected!

How to Measure Event Engagement for Your Next Corporate Experience

Posted on by KHart

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.

Related Reading: Corporate Event Strategy – The secret behind a successful corporate event

Surveys for non-attendees

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. 

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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.

Related Reading: Heroic’s Guide to Corporate Event Strategies for 2022 and Beyond

Keep them talking

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. 

4 Types of Trending Hybrid Events

Posted on by McKenna LaFave

The ever-so-popular word “hybrid.” You’ve probably heard this word used in a number of ways. Hybrid cars, hybrid golf clubs, and of course, hybrid events.

But what exactly is a hybrid event?

A hybrid event is the combination of an in-person experience and a virtual experience. However, this broad term doesn’t quite explain the breakdown of the variety of hybrid events. To help, we’ve compiled a list of our definitions on different types of hybrid events.

Continue reading “4 Types of Trending Hybrid Events”

Use AV to Create Emotional Appeal for a Successful Event

Posted on by andrew

08-27-19_Emotional LightingEmotion is all about the senses. No matter the size or purpose of your next event, its emotional appeal is what will draw attendees in, keep them engaged, and give them an experience they won’t soon forget. Yes, your content is the foundation. But the way you highlight it and create an atmosphere around it make all the difference.

The pros do it in movies all the time. We don’t know the people on the screen, but somehow, we’re invested. Sure, there is a script and acting, but lighting plays a huge role in creating an environment that feels real.

Continue reading “Use AV to Create Emotional Appeal for a Successful Event”

A look back: Super Bowl LIVE 2018

Posted on by andrew

Nicollet Mall in downtown Minneapolis

It was one winter ago that the Heroic crew was braving the Minnesota elements in support of Super Bowl LIVE 2018, on 6 blocks of Nicollet Mall in downtown Minneapolis. As one of only two local vendors chosen to handle production for this huge event, we were proud to provide dynamic lighting throughout the entire site, on top of the IDS Center, and on the Verizon UP Stage, where local and national entertainment performed every evening of the 10-day run, regardless of weather conditions. Acts included Idina Menzel, Sheila E, Morris Day & the Time, Prince’s band – The Revolution, Jimmy Jam & Terry Lewis, The Jets, Ispo Facto, Vocal Essence, The Jayhawks, Dessa and many more.

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Delta Airlines’ B747 Farewell Tour

Posted on by andrew

Detroit / Seattle / Atlanta / Minneapolis

Logistics. Planning. And more planning. That’s what it took to pull off this before-Christmas whirlwind-around-the-country, 4 cities (Detroit / Seattle / Atlanta / Minneapolis) in 4-days farewell tour for Delta’s B747-400 airplanes. We supported BI Worldwide by providing the lights, audio and video/projection (notice the large projection screen in the shape of a tail fin!) for the hangar parties. How did we do it? It took two crews and two sets of gear, leap-frogging one another across the country, to pull it off. Some of our crew even had the exciting privilege of riding on the final leg of the tour! It was an honor to be a part of this historic event.

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X Games Party – Maxim & Indian Motorcycles

Posted on by andrew

Aria, Minneapolis

Maxim Magazine and Indian Motorcycles threw an exclusive “by invitation only” party at Aria during a recent edition of the X Games here in Minneapolis, and Heroic was there with over-the-top lighting and audio. We’ve put together a fun, time-lapse video of the set up and included images of some of the incredible motorcycles that were also on display at the party. What a night!