congress – Pagina 6 – Fedra Meetings & Events

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How to turn your event into a brand experience

Posted on 5 Settembre 201618 Luglio 2017 by Fedra

Audiences are no longer spectators, they expect more – to be a part of the action.

Branding an event is about keeping your key messages clear, and in the mind of your attendees.

You want them to remember the call to action and the company or product name long after they’ve left, so you can get the best return on your investment. That’s why it’s vital that any logo or naming is prominent throughout the event experience – prior to arrival, through the event itself, and at any other additional events such as dinner or awards presentations.

Your options have increased from the standard vinyl banners and signs, to now an almost unlimited palette of tools, so take advantage of the latest physical, social and digital opportunities to engage your audience.

1. Digital immersion

Immersive marketing is about creating an experience that totally captures your attention and digital techniques have all the power here. They’ve become the new black, offering a number of high-powered, large-scale projectors, projection mapping and flat panel displays that can catapult brands front and centre. LED walls, pixel mapping and digital signage are all techniques that can surprise and delight your attendees, and leave a lasting impression.

2. Social immersion

The best way to define what makes an experience immersive is to see how it differs from non-immersive events – does the branding interrupt the flow of the event? Do the messages feel clunky or forced?

An immersive event will seamlessly and imperceptibly integrate the brand into every element of the event so capture your audience’s attention and let them create a buzz for you online.

If you can convince your audience to post the event’s content to their networks using your company or event’s hashtag, incorporating your graphics and spreading your message, then you will have gained some of the most valuable endorsement possible – word of mouth.

This sort of two-way communication encourages attendees to get involved and become an integral part of the event, thus immersing them in the event from a social perspective.

3. Physical immersion

There’s still a huge range of applications for tangible, three-dimensional objects to support your message, and depending on your event, budget and brand they can sometimes be more effective than their digital equivalents.

People absorb and retain information from a book differently than a screen, and different people respond to various mediums, so cover your bases using physical displays as a solid reinforcement of your brand that can be touched and shared in way that an electronic image can’t be.

Consider whether or not your event requires stunt theming, or whether you can tailor these three marketing strategies listed above to create an experience that too immerses your audience in the brand and key messages of the event.

Using colour to create stronger audience engagement at events

Posted on 2 Settembre 201618 Luglio 2017 by Fedra

Have you ever noticed how some event spaces are especially relaxing and calming, while others tend to irritate or perk you up? There’s a good chance the colour arrangements in those environments are playing a big part. Interior designers have long known of the influence of colour on our emotions and state of mind—the same holds true when appealing to the senses of event attendees.

When we create a unique brand experience, we aim to produce customized experiences that deliver unique messages and tell stories. The more vivid and authentic an experience is, the more effective and memorable the outcome for event attendees. Leveraging the scientific correlation between colour and emotion can help us engage our audiences in new ways and boost the impact of our brand experiences.

Designing with the outcome in mind

When harnessing this neuroscience knowledge, it’s important to incorporate it into your event design after thinking through the kind of reactions you want your audience to have.

How do you want them to feel? What do you want them to focus on?

When you know what emotions you want to evoke, it’s time to find just the right colour to fit the mood. A recent study by the University of British Columbia discovered that red boosts our attention to detail and performance on tasks such as memory retrieval, while blue enhances our ability to think creatively and encourages our ability to think outside the box.

Event design techniques you can try

Applying the psychology of colour theory to the environment of event design takes things up a notch and helps to ensure that you’ll get the response you’re looking for from your audience.

It’s important to consider what you ultimately want to achieve or evoke from the event to help you determine which colour palette is going to best help you achieve your goals.

Exploring different ways you can utilize colour to engage your audience in a scientific way is a small addition to your design plan that could reap big benefits post-event.

Think about your next event design—what colour can you connect with your theme and the way you want your audience to feel?

Eco-minded Planning

Posted on 5 Agosto 201618 Luglio 2017 by Fedra

Sustainability and corporate social responsibility (CSR) are terms that continue to generate thought in the events industry. If you’re still not sure what those terms mean or how they impact the way you plan, here are the definitions:

Sustainability is a method of using a resource so that the resource is not depleted.

Corporate social responsibility is an organization’s sense of responsibility towards the community and environment. The hospitality industry might express this through their waste and pollution reduction processes, or contributing to educational and social programs.

How can you plan with greener practices in place? How can you work better with hoteliers and vendors to make sure they are using the best practices? Here are some ideas:

Interactive technologies like tablets, video walls, and kiosks allow you to communicate your messages electronically on a real-time basis, saving on both paper and printing.

Reduce, Reuse, Recycle by offering recycling bins, and/or partnering with sustainable organizations that help keep materials out of landfills and allows them to be re-purposed instead. Let guests know of your efforts so they can participate—and feel good about doing it.

Transportation contributes to your carbon footprint, of course, so be conscious of that when considering your transportation options. To green up your transportation:

1. Understand the most efficient ways your guests can get to your hotel or destination. Promote those ways on your website for meetings when transportation is not being covered.
2. Utilize bus shuttle service instead of individual sedans to get groups to/from the airport versus.
3. If individual sedans are necessary, work with companies that offer hybrid or electric cars.
4. Consider destinations with a high ‘walkability’ score.
5. Encourage attendees to walk to local restaurants and attractions and/or share a cab when they have free time.

What are you doing to be eco-friendly?