meeting – Pagina 8 – 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?

How to turn your conference into a gala dinner

Posted on 31 Agosto 201618 Luglio 2017 by Fedra

More and more conferences are concluding with a styled gala dinner.

There are three main reasons driving this trend – an entertaining gala dinner is a great way to reward your attendees after a long information heavy conference; gala dinners encourage networking; the savvy event planner can minimize costs when ‘bundling’ the two events.

When planning two back-to-back events, the key to a successful experience is a smooth transition between the two. With so many elements coming together and you’re racing against the clock, this can seem somewhat overwhelming. Our event experts share some insightful tips to help the savvy event planner knock their event out of the park:

1. Use a second room within the venue

Choosing the right venue is one of the most important decisions in planning your conference. To successfully include a gala dinner as part of your conference, a venue with two rooms is ideal.

Booking two rooms in your venue will allow you to usher your guests to a second location for cocktails and networking. While your guests are enjoying cocktails your secondary team can redress the conference room in preparation for the gala dinner.

The key to a smooth transition is teamwork.

To make sure it goes without a hitch, you’ll need an experienced events team to ensure all the lighting, AV, sound and styling is in place. The room should be unrecognizable when your guests re-enter the room!

2. Offer a different kind of conference setting

Following a long day seated in a conference chair, your guests will welcome a change of scenery. Breaking from the monotony of what is expected at a typical conference will really wow event attendees.

Conferences can be rigid affairs, but a break from tradition and a little bit of flair changes all of that.

The most common seating transition is theatre to banquet round, but again it depends on what space you have to play with. Economical use of the venue space presents a number of possibilities for any enterprising event planner.

3. Add flair to your event with a hefty dose of style

It’s a no brainer. To transition from a conference to gala dinner your, event styling is your trump card.

Styling for a conference tends to be minimal with some simple yet sophisticated table centerpieces, draping and some branded props around the room. On the other hand, gala dinners are the holy grail for event stylists where literally you’re only limited by your imagination.

4. Keep the guests of your event entertained and engaged

Adding entertainment and inviting your guests to participate during your conference and gala dinner are great ways for any event planner to ensure that their’s is a memorable event.

Engage your guests with social media: Event Feed is an online platform which scans all social media platforms for a predetermined hashtag and then displays these posts on a screen so that guests have the chance to be featured during the conference and gala!

After a long, content rich day at the conference, your guests will welcome entertaining performances.

5. Create the right atmosphere and ambiance with AV and lighting effects

The right lighting features add another dimension to your event. Using roving gobos, pin spot lighting and dynamic colour changes are a great way to transition from a conference to a gala dinner.

During a conference, audio visual equipment is typically used to share slides and capture the audience’s attention. As you transition from a conference to a gala dinner, use the same audio visual equipment to create a dramatic impact. Using the projector and screen that were used for conference slides, project stylized images that match the theme of your gala for added effect.

6. Pre-set like a pro for a smooth transition from conference to gala dinner

Transitioning between a conference and a gala dinner doesn’t have to be an ordeal.

A great deal of pre-planning and pre-setting can make for a smooth transition from drab conference to exciting gala dinner. Timing plays a key part in transitioning between conference and gala dinner.

A well scheduled event will be one that goes off without a hitch.

For conference and gala dinners, pre-setting stage looks in two distinct layers is a good idea.

Employing the use of black drapery means that you will be able to hide a secondary stage for a gala dinner and transitioning from conference to gala dinner is as simple as pulling back a drape.

When it comes to planning a successful conference and gala dinner, the key is turnaround time and ensure that you have ample staff on hand to transition from conference to gala dinner in a timely manner.