Two things elevate an event experience and set it apart from the others: programming and content. A successful event hinges on the ability of the creative agency to string together a unique but cohesive experience in both these areas.
Having a clear understanding of the objectives and desired outcomes of an event should be the top consideration before the team commences generating ideas. Thus, a proper brief is essential, as it acts as a map to guide the team as they work to realise the client’s goals.
While the idea generation process and selection of content can – and should! – be driven by a free-spirited attitude, it is important to be impartial and avoid including any content that comes about through personal vanity. Refer frequently to the event’s objectives – these are the beacons that will guide you as you work.
Accurate profiling of the target audience is also critical when creating programming. Knowing the age, gender, profession and general culture of the audience allows an agency to effectively create content that is appropriate, inclusive, appealing and engaging. Either invest in adequate research or reach out to experts for help to avoid stepping on any potential cultural taboos.
The curated content should be strung together by a strong narrative that supports the story you want to tell. The final part of the creation process is to decide on the display techniques or the media you want to use to showcase the contents.
A balanced multi-sensorial experience will allow guests to make use of all their senses at different touch-points throughout the event – engaging and hopefully delighting them on multiple levels.
An edited version of this insight appeared in CEI Asia on 20 November 2017.
