Events are unique moments that allow brands to connect directly and meaningfully with their customers. In an environment where customer experience is key, the event organiser plays a fundamental role not only in logistical planning, but also in creating memorable experiences that reinforce the relationship between the brand and its audience.
1. The role of the event organiser
The event organiser is not limited to coordinating dates, booking venues or contracting services from suppliers. Their role goes far beyond that, being responsible for transforming an event into a memorable experience. To achieve this, they must thoroughly understand the brand's vision, the event's objectives and the attendees' expectations, ensuring that every aspect of the event reflects and reinforces these elements.
1.1 Beyond organisation: Creating unforgettable experiences
Competition in the event market is fierce and attendee attention spans are limited. This means that organisers must focus on more than logistics or organisation: they must design experiences that capture the imagination and interest of the audience. Every detail counts, from the invitation, to the welcome, to the closing, and the goal is always the same: for attendees to take away positive memories associated with the brand and, above all, to want to repeat the experience at future events.
Any type of event can be turned into an experience. For example, exhibition and event stands can also be conceived as spaces where unique experiences are created. The presentation and environment of a stand directly influences how attendees perceive the brand. Well-designed stands should not only be visually appealing, but also integrate seamlessly into the overall event experience, offering attendees a sense of cohesion and professionalism.
2. The event organiser as experience designer
Designing experiences goes beyond creating a visually appealing event. It is about deeply understanding the needs and desires of the attendees and creating an environment that satisfies them in a holistic way. This is the real challenge of the event organiser: to turn a simple meeting, for example, into a complete and meaningful experience.
Event organisers need to have multidisciplinary skills to succeed in creating those experiences that every brand seeks to provoke in its events. It is important that they have strategic thinking, to understand the objective of the event and focus on its development. They must be creative, to look for alternative solutions that can make a difference. They must like attention to detail, a fundamental ability to have everything under control. They must have a wide range of interests in different arts and disciplines, to inspire them to create unforgettable experiences. And finally, it is important for them to have analytical skills, to know how to interpret the data and results of the events and thus be able to introduce improvements for future editions.
In short, the professional event organiser is a key element for an event to meet its objectives and become a unique experience.
But this professional is not alone. On his or her way to designing experiences, he or she has to be coordinated with a multidisciplinary team in which other professionals participate: graphic designers, 3D designers, production team, logistics team, etc. Without a coordinated and orchestrated work with the rest of the departments, their work may diminish.
2.1 The customer journey: From invitation to post-event
The customer experience doesn't start when they enter the event, nor does it end when they leave. It starts from the first contact, with an invitation that already makes an impact and makes you want to attend the event, and continues long after the event, with personalised follow-up that keeps the connection with the brand alive. Understanding this customer journey allows organisers to create effective touch points that reinforce the overall experience.
This is where experiential marketing plays a crucial role. This approach focuses on creating an emotional connection between the brand and the attendees, transforming the event into an interactive experience that leaves a lasting impression. By applying experiential marketing strategies, organisers can design events that not only inform, but also reach out emotionally to the audience.
3. The five dimensions of experience design
According to the book Strategic Event Creation, to design a truly memorable event experience, organisers must consider the five key dimensions of experience design: psychological, cognitive, emotional, social and environmental.
3.1 Psychological Dimension: The Customer Image
The psychological dimension focuses on how attendees want to be perceived at the event. The organiser must create an environment that allows them to project the image they want, according to their personality and mood.
3.2 Cognitive Dimension: Expectations and memories
Understanding how attendees have perceived previous events is critical. Their expectations and memories influence how they will experience the current event. Designing with this in mind helps to highlight the positive and correct any negative perceptions.
3.3 Emotional dimension: Creating meaningful connections
Emotions are central to any experience. The organiser should work to ensure that attendees experience positive emotions, such as happiness and elation, while minimising stress or anxiety. An event that produces positive emotions is an event that is remembered.
3.4 Social dimension: Encouraging interaction
The social aspect is essential. Events provide opportunities for attendees to interact, form new connections and strengthen existing ones. It is important to design spaces and moments that facilitate these interactions in a natural and meaningful way.
3.5 Environmental dimension: The impact of the environment
The physical environment in which an event takes place is critical to its success. The layout, decoration, lighting and accessibility play a crucial role in how attendees perceive and experience the event. A well-designed environment can reinforce the brand image and enhance the overall attendee experience, ensuring that every element of the environment is aligned with the event's objectives.
A key aspect of this dimension is stand design. Do I hire an event management company for a stand? is a question many companies ask themselves when planning their participation in events. The answer is usually yes when looking for a design that is not only aesthetically appealing, but also functional and able to capture the attention of attendees in a competitive environment. A well-designed stand can be the epicentre of meaningful interactions, reflecting brand identity and creating a lasting impact on customers.
4. Conclusion
The event planner is much more than a planner; they are an experience designer who transforms a simple meeting into an unforgettable event. Through a thorough understanding of the five dimensions of experience design, organisers can create events that not only meet but exceed attendees' expectations, leaving a lasting, positive impression that strengthens the relationship between the brand and its customers.
