Experiential Events: Designing Memorable Corporate Functions

Experiential events start with your entry: A 360-degree tunnel at an Avatar-themed event.
Experiential events start with your entry: A 360-degree tunnel at an Avatar-themed event.
Photo courtesy of Sublime Event Designs

The buzzword of the day is ‘experience.’ Brands have actively shifted their marketing approach to make sure consumers are involved emotionally. Brand experience, brand activations, and experiential marketing are methods brands are employing to create memorable moments and engage their audience. This is done through social media, guerilla marketing campaigns, brand pop-ups, and of course, corporate events.

With this experience mindset, corporate events are prime opportunities to create brand loyalty. Enter the world of experiential events. Read on to discover why experiential events are the ideal way to create memorable experiences.

Storytelling is Now Story Experiencing

Experiential events are functions that incorporate sensory elements to create a memorable experience. Experience-rich events evoke feelings, sensations, perceptions and emotional responses – and studies suggest it’s this type of engagement that establishes connection and loyalty to a brand.

In recent years, brands sought to tell a story. Narratives that evoked nostalgia or relatable moments connected consumers to a brand. But what if that story came to life? What if the smells, the sights, and the feelings were delivered in a 360-degree, real-world environment? That is the mission of an experiential event.

Create an Experience-Rich Event

So, just how do you create this type of event? The answer isn’t so simple, and it depends greatly on your audience. Creativity and strategy are at the core of an event’s success. Clear goals and a practical understanding of your vision must work in unison to create a memorable experience.

Most importantly, your experiential event must evoke behavioral responses. This might include things like:

  • Interactive kiosks where attendees can engage in hands-on activities
  • Powerful visuals like dramatic lighting and large format video screens
  • Unexpected and artful food and beverages

Consider that an experiential event doesn’t always start with a gala or a trade show. It can often begin with a brand activation or brand pop-up, and experiential events can build on this momentum.

For example, this entry tunnel for an Avatar-themed event instantly transports guests to a different realm and sets the tone for the world of Pandora. By implementing a 360-degree experience, rather than an entry arch or standard doors, guests truly experience the event instead of just attending. Similarly, this Under the Sea event fully immersed guests into the ocean vibe. By carefully crafting smells and sounds, catering selections, dramatic lighting, and strategically placing tactile experiences into the environment where guests can interact with the brand sets the stage for an experiential event.

There is no set definition of an experiential event, and that can make the task of creating one challenging. Still not sure how to activate your brand with an experiential event? We are here to help. Experience-based events is Sublime Event Designs does best! Contact us today to start designing your next brand experience.

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