Important Elements of a Compelling Event

It all starts with a compelling story.

Any time we gather there should be a clear reason and more importantly, an emotional hook for each and every guest. As a performer and speaker both on stage and online for corporations, I’ve noticed one common thread for successful events: They all understand that a storyline is king. 

If you’re tasked with planning your first event or even if you’ve organized dozens, below are a few useful tips to keep in mind before jumping into your event.

Great event organizers captivate the imaginations of their audience.

Look at brands such as Men’s Warehouse. They make it clear what the result will be when you engage with their product. When we plan an event, we can take a similar approach. What is the end result we hope our attendees will gain? Tell them the answer through your messaging and advertising for the event. 

“You’re going to like the way you look” is the tagline for Men’s Warehouse. Potential customers knew walking into the store what the likely outcome would be. Men’s Warehouse helped them imagine it, which resulted in sales.

Not all events have a direct call-to-action for a sale. They might be focused on brand awareness or simply employee engagement. Maybe you need to review next month’s plan with your organization. Regardless of the reason for the gathering, remember to take the time and paint the picture for guests with the end goal in mind. Foreshadowing the ending of a story works in branding and it works for events. 

Let your guests be the hero.

 Imagine if your event wasn’t focused on what your business wants but, instead, what your customer wants. Sure, that’s easier said than done. Consider this: Your event is a scene in a movie and your customers are the star of the movie. If your event helps them solve their problem, they’ll likely remember it as one of the best scenes in their own “movie.” 

Brands that do this well see high customer and employee retention, because they offer help, solve a problem and keep the engagement up after the event. You can do this too, if you focus on what your guests need from the event. Unless we identify what they want, they’ll never feel compelled to engage with the story we are telling. It doesn’t make a difference if you’re hosting a professional conference, product launch or fundraiser. Your guests must be the stars of the movie—otherwise they’ll feel like extras. 

Utilize a Brand Ambassador

Let’s look at a company such as Progressive Insurance. Flo has become the face of the organization and she connects the customer to the company.

Consider using a host or brand ambassador to communicate with your people. Ideally, it’s important that your company CEO or highest-ranking leader is available to communicate the message, but having someone who is an expert in engagement will certainly increase the success of your event. A presenter, host or speaker who understands your mission AND your customers’ needs can blend the two together into a memorable, compelling story.

When I work with event planners and organizers, I begin by asking two questions:

1) What is the objective or your event?

2) What would make your guests lives better after attending your event?

After those two questions are addressed, we put together a plan with a clear story and call to action.

Implementing these tips will help to create a stronger connection with your customers, employees and supporters at your next event.