The power of events – where connections and brands come to life

From first brief to final curtain

Every event is unique. It could be a:

• Seminar
• Conference
• Awards show
• Gala dinner
• Product launch
• Trade show or expo

We start with a one-to-one client briefing to understand the objective and define what success looks like. Some clients have a very clear reason for the event, such as a specific milestone or anniversary in the company history, awards event or even a product launch.

From there, we consider everything, from the date and audience to the location and venue. Venue choice can have a huge impact on the experience – accessibility, transport links, parking and even other local large-scale events or planned travel disruption all need to be considered.

One example that immediately springs to mind where location was a huge factor is when we were commissioned to relaunch one of the UK’s most iconic motorcycle brands following a hiatus. As a Birmingham-based brand, it was important to champion local, so we sourced a Birmingham venue and local entertainment to bring the event to life. After the site visit comes the detail: creative theming, content, logistics, CAD planning, risk assessments, AV, entertainment, guest management, scripting and print, right through to the build, live event, de-rig and post-event follow-ups.

This is where being a full-service agency really makes a difference. Our events often work hand in hand with our wider marketing services, allowing us to connect the creative vision with the physical experience. Through qualitative surveys post-event, we can plot the success of the event, the challenges and learnings for next time. If budget is a concern, that’s also where our expertise comes in – helping you plan a meaningful event within the confines of the budget available.

Making everyone feel part of the story

One of the most powerful things about events is their ability to create a sense of belonging.

An event is living and breathing. It gives people an opportunity to step away from their day-to-day roles, meet colleagues they may rarely see, celebrate achievements and hear important messages in a completely different environment.

That doesn’t necessarily mean the biggest or most elaborate event is the most effective. Sometimes, it’s the smaller details that have the greatest impact. We recently delivered a two-day Senior Strategy Seminar for just 20 guests, but the level of thought and personalisation made it incredibly powerful. We transformed a state-of-the-art golf training facility into a dedicated meeting space, created personalised touches for every guest and carefully considered every stage of their experience, allowing them to switch off from the logistics and concentrate fully on the reason they were there.

At the other end of the scale, we’ve delivered large-scale awards shows for 1,600 guests across two venue spaces, with full dressing, immersive experiences and just 48 hours to build. Intense is an understatement! But whether it’s 20 people or 1,600, the principle remains the same: every detail should make people feel valued and part of something.

When you know it’s working

You don’t always need a feedback form to know an event has worked. You can see it in the audience reaction, the questions being asked, networking that runs over or on a packed dancefloor.

The best events find the common ground for a varied audience. A person who’s been part of a business for two decades will have a very different relationship with the organisation to a new starter. We recognise these pathways – creating shared experiences and memories that bring everyone together, wherever they are on their journey with the business.

But the real measure of success is what happens afterwards. If the event communicates a message, there needs to be action behind it. Otherwise, the momentum quickly disappears. That’s why I always encourage clients to think about the next step before the current event has even finished

Looking ahead

Corporate events have changed a fair bit over the years.

Pre-Covid, we saw a higher volume of events. However, post-Covid, it feels like the events that are now being commissioned are more meaningful than before (e.g. multiple messages at one event), and also a lot of events now have dual use, e.g. conference during the daytime and then awards in the evening. We’re also seeing businesses move away from traditional corporate formats – choosing unusual venues, immersive experiences and more memorable ways to engage people.

Going forward, technology and AI will undoubtedly play a bigger role, but they need to enhance the experience, not replace it. Because ultimately, AI can’t recreate the feeling of a room coming alive, people making connections or hundreds of people sharing the same moment.

For me, nothing beats the thrill of showcalling a live event. To see the audience reactions when all the aspects come together makes the months of planning, prep and supplier liaison all worth it!

Want to hear more from Mike and our Managing Director, Guy, about events, marketing and the ideas shaping the industry? Head over to our YouTube channel and listen to our latest edition of The Last Orders Podcast.