Opportunities can be a successful technique for marketing, engagement, and networking if executed correctly. Unfortunately, many organizations are content with trivial, outdated, and unimaginative events. So much so that when some people hear the word “event” they can just roll their eyes.
Three-quarters of executives aim for a higher return on investment (ROI) from corporate events, according to a national survey. It may seem difficult to achieve, but there are proven ways to increase the ROI of the event, including using behaviors that lead to happiness, such as the surprise factor and authentic interaction.
1. Understand how the brain works
Be brief when giving a speech or presentation. Your brain can focus on a presentation for about 7 to 10 minutes and then need a break, research shows.
It includes a change of pace: a song, a video, something interactive to break your brain and then move on. This ensures that your message is better absorbed and resonates – don’t go in one ear and out the other.
2. Create a positive memory
Daniel Kahneman, the author of Thinking Fast and Slow, writes, “We don’t choose between experiences. We choose between memories of experiences.”
Incorporate that thought into your opportunity. For example, if people miss the opportunity to take their cars, you don’t want them to stand in a long, disorganized line, because that’s what they’ll remember most of the time, not the great time they didn’t spend there.
3. Keep calm
Keep the room temperature cool. Warm/hot temperatures make everything feel slow and heat makes participants fall asleep. Also, keep refreshing sodas on hand so everyone feels rejuvenated.
4. Upgrade or die!
You may be on the same budget or a tight budget, but that doesn’t mean the chances of recurrence cannot be recovered.
For example, instead of a typical ribbon cut, try reinventing cutting by throwing large-scale kabuki ribbons from the ceiling. The audience doesn’t expect it and there’s an element of surprise to it!
5. Increase interaction
Instead of engaging guests with just the people left or right at the table, make it more interactive and inspiring. For example, Alinea from Chicago makes dessert at the table as an art form.
You can repeat this type of experience and guests can interact with the chefs, the desserts, and each other. Create a unique and amazing experience and create an energetic atmosphere to talk to each other.
Apply this process in five steps
Here are five steps to follow, including questions to ask yourself before, during, and after an event.
- Learning: determines the aspect of success. Do you want attendees to learn more about your company’s services, visit your website, or make a donation to your nonprofit organization? You need statistics even before the event starts. If you want visitors to have access to a website, do you have the systems and data for the event so that it can be measured later?
- Answer: you want visitors to have fun and come back. Examine their reaction to anything, whether it’s their recording of music at the event or their thoughts on a keynote speaker.
- Implication: What happens when the event ends and visitors leave? How do they apply what they learned or what was exposed and how do you monitor it?
- Impact: What is the impact of the event after measuring the first three elements?
- Financial: After taking care of the first four elements, you’ve come a long way to getting a positive ROI from the event.