October 10, 2023
By Hope Salvatori

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

Building on Angelou's profound insight, let's talk about events.

Remember the last event you attended where you were so immersed that the world outside simply melted away? That's the magic of an exceptional event experience.

In today's bustling world, where our attention is constantly being pulled in every direction, crafting memorable and experiential events is no longer just a nice-to-have but a necessity. 

Whether a grand conference or an intimate workshop, attendees crave immersive event experiences that etch lasting memories. But how do you transform an ordinary event into an extraordinary experience? 

In this blog, we're diving deep into the strategies that promise to make your next event the buzz everyone can't stop talking about.

What Is an Event Experience?

Ever wondered what makes an event truly stand out? It's all about the event experience: how attendees interact and connect with every aspect of your event, regardless of its format or type. 

Think of how your attendees feel when they:

  • Register or buy tickets
  • Engage with event content
  • Listen to speakers, moderators, and hosts
  • Revel in the entertainment and savor the food
  • Build connections and network
  • Dive into various event engagement opportunities
  • Interact with vendors, partners, and display booths

While the emphasis was once on mere event management, today's event planners are homing in on fine-tuning the attendee journey. With attendee engagement platforms, the drive now is to curate experiences every step of the way, from concept to curtain call.

And it is not hard to see why.

Transitioning from managing to truly experiencing an event opens up a world of possibilities. Embracing this perspective allows you to:

  • Seamlessly blend virtual and physical elements, delighting attendees
  • Ensure no attendee feels excluded, be it due to technology, location, finances, abilities, or other barriers
  • Tailor events to resonate with individual tastes and preferences
  • Get a clear look into both ROI and the overall impact of your event (Return on Event or ROE)

Why Event Experiences Matter More Than Ever

The pandemic was a game-changer for events. It forced the industry to switch to hybrid and virtual event formats, and this shift isn’t going away anytime soon.

With the global events industry market size projected to reach a whopping $2,194.40 billion by 2028, this isn’t just a fleeting trend or mere speculation.

Also, hybrid and virtual events come with their fair share of advantages. They expand business reach, advocate for inclusivity, lead to monetary savings, and pave the way for eco-friendliness.

Over the last few years, event planners have gotten super creative with virtual experiences, from creating virtual event experiences like celebrity endorsements and exclusive behind-the-scenes footage for product launches to distributing digital swag bags.

But now, there's a new challenge as in-person events pick back up: How do you create spectacular experiences for both virtual and in-person attendees? How do you bridge this gap?

Virtual Vs. In-Person Event Experiences

The virtual vs. in-person event experiences debate is far from settled. The pros and cons are seemingly endless and, of course, unique to every event and organization.

Hybrid Event Cvent CONNECT 2023

Here’s an overview of how virtual vs. in-person events operate:

 

Virtual

In-Person

Attendee Access

- Attendees join remotely via virtual event platform

- No need to travel; open to anyone globally with internet access

- All attendees physically convene at the same venue

- Limited attendance based on event location; requires travel

Networking and Interaction

- Lack of face-to-face interactions

- Requires creative solutions like live chat, breakout sessions, and gamification

- Allows for rich in-person interactions

- Facilitates face-to-face relationship-building

Logistics and Costs

- Eliminates costs for onsite logistics like venue, food, and travel

- Scalable with no capacity restraints; can pass savings to attendees with cheaper registration

- Higher costs associated with securing a venue, catering, travel, room blocks, etc.

- Venue capacity limits in-person attendance

Technology and Delivery

- Can incorporate interactive elements like polls, quizzes, gamification, etc.

- Possible tech issues like video lag, sound problems, etc.

- Backup plans critical to smooth delivery

- Technology managed directly on site, allowing for better oversight

- Immersive brand experiences enabled through signage, demos, etc.

In essence, virtual events allow for broader reach and cost savings while in-person events offer human connection and greater immersion into your event and brand.

The sweet spot to end this debate? A hybrid event that blends both.

8 Strategies for Creating Immersive Event Experiences

As you begin the event planning process for your next event – whether you’re going in-person, virtual, or hybrid – consider these strategies for creating immersive event experiences.

1. Interactive Installations and Gamification

Interactive Event Experience Cvent CONNECT 2023

Truly captivate attendees by incorporating interactive elements that demand hands-on participation. For in-person attendees, consider setting up multi-sensory virtual reality (VR) simulations where attendees can immerse themselves in a 3D virtual environment relevant to your brand.

Develop gamified experiences like digital scavenger hunts, escape rooms, or competitive leader boards that drive friendly competition. You could also host immersive workshops where attendees learn by doing, like cocktail workshops or art classes.

The key is to get attendees out of their seats and actively involved. You create vivid and lasting memories by letting them dive in and interact rather than simply observe.

2. Networking Like Never Before

Networking at events should never feel generic, whether in-person or virtual. Spice up your networking offerings with facilitated matchmaking sessions where attendees pre-set their interests and are guided through mini meetings with like-minded professionals.

Or get creative with icebreakers by offering fun activities like speed networking bingo, where attendees mingle to fill out bingo cards with facts they learn about fellow guests. 

Organize themed networking groups around shared interests, from repeat attendees to those in specific industries, to help break the ice quickly. Provide conversation starter sheets or unique prompts to ignite meaningful dialogue. 

The goal is to facilitate connections in ways that get attendees mingling, sharing, and bonding beyond surface-level interactions.

3. Add Personalized Touchpoints

Don’t treat every attendee the same. Recognize attendees as individuals by tailoring aspects of the event experience uniquely to each person. Here are a few ways to do this:

  • Allow attendees to select sessions and workshops that align with their interests and goals, providing a more customized agenda.
  • Send personalized pre-event materials based on stated preferences to really send the message that you care about their interests.
  • Offer an interactive event app that recommends relevant exhibitors and networking contacts.
  • Provide a personalized welcome kit with swag, discounts, and offers curated for attendees. 
  • Create a branded video message that addresses each person directly for an unexpected, delightful touch.

All of these ideas demonstrate that you see each attendee as an individual and want them to shape their event journey just the way they like it.

4. A Sensory Spectacle

Sensory Event Experiences Cvent CONNECT 2023

Truly captivate your audience by tantalizing all the senses. Play with creative lighting, whether stunning spotlights or immersive projections to dazzle the eye. 

Develop a distinct soundscape, from ambient background music to lively playlists at key moments. Infuse aromatic wonders to tickle the nose, like herbal scents at a spa industry event or sweet treats at a confectionery showcase. 

Offer tactile experiences through art installations, interactive textures, or providing fidget devices. Even engage taste buds with food and beverage samples or activations. Orchestrate all these sensorial elements in harmony to deliver an experience that boosts attendee engagement

In other words, thoroughly captivate your audience with visual wonders, acoustic energy, aromatic delight, tactile textures, and flavorful tastes all working in sync to create a spectacular event.

5. Tech at the Forefront

Don’t let technology be an afterthought. Embrace technology like virtual event platforms or mobile event apps to enhance experiences in meaningful ways.

Develop a custom event app that facilitates real-time interactions through live polls, Q&As, gamification, and digital networking. 

Build augmented or virtual elements that add a cutting-edge layer, from personalized agendas to virtual swag bags. If you’re hosting a hybrid event, ensure seamless inclusion for virtual attendees through interactive live streams and virtual meeting rooms. 

For virtual events, let technology provide that “live” feel through simulated networking, virtual lounges, and bringing remote attendees on stage.

Don’t forget about the buzz! In this social media age, a unique event hashtag amplified through signage and announcements gets attendees spreading the word before, during, and after your event.

6. Moments of Wonder

Event Experience Onstage Cvent CONNECT 2023

Attendees love unexpected delights and surprises. Have you considered embedding roaming magicians, dancers, or musicians who interact with guests unscripted into your event?

Develop unique mini performances, whether musical numbers, dance showcases, or spectacle acts. Provide select VIP experiences like backstage tours or meet-and-greets with keynote speakers.

Have an emcee give real-time awards or spotlight attendees for achievements like the furthest distance traveled. Integrate party favors, prizes, or treats into activities. These left-of-center surprises are the moments that will truly wow guests and be remembered long after the event. 

So, find ways to sprinkle in the unexpected!

7. Enlist Your Brand Enthusiasts

Want authentic brand representatives at your event? Recruit enthusiasts who already love your brand.

Source genuine fans from user groups and brand communities. Reach out to loyal customers who positively engage on social media.

Compensate them with free admission, swag, and VIP access rather than a strict ambassador title. Their real excitement will come across vividly in interactions with attendees. They can staff booths, lead tours or activities, wear swag throughout sessions, and organically share “fan” perspectives. 

Choose brand lovers who align with your values and event focus areas. With their authentic zeal, they will build genuine connections with attendees.

8. It's About the Fans, Not Just Figures

When designing immersive experiences, remember it’s about more than marketing; it’s about celebrating your brand loyalists (and cultivating more). Don’t let the event become overly sales-focused or driven by rigid KPIs.

Instead, put the attendee's journey first with singalongs, activities, trivia, and programming that lets them connect joyfully with your brand. Build in moments that recognize and reward loyal customers.

Prioritize experience quality over lead generation statistics. You can gain marketing assets like video content, testimonials, and user-generated content, but the core priority should be about creating a fun, community-focused experience.

The return? True fan loyalty that goes beyond metrics.

Pro Tip: Craft a diverse event experience for your diverse audience. To do that, consider the following:

  1. Go beyond industry silos – integrate topics from related or emerging fields, like combining marketing and technology or business and design. This crosses boundaries and provides fresh perspectives.
  2. Offer tracks and sessions for various experience levels, from 101s to masterclasses. Don't assume all attendees have the same expertise.
  3. Consider demographics like gender, age, and ethnicity when sourcing speakers. Strive for diverse voices on stage.
  4. Address localization needs from timings to food options for global or hybrid events. Make attendees from all regions feel welcome.
  5. Look at accessibility requirements around mobility, hearing, vision, etc., and provide accommodations. An event should be enjoyable for all.
  6. Provide networking activities for different personalities – from structured matchmaking to open gatherings. Appeal to both extroverts and introverts.
  7. Survey attendees before the event to learn about their interests and objectives. Use feedback to fine-tune programming and experiences.
  8. Share stories of diverse attendee journeys via videos or testimonials. Celebrate the many paths to success!

The Final Act: Crafting The Ultimate Event Experience

Diving into the world of events, we've journeyed through the intricacies of blending the physical with the digital, from interactive installations that captivate the senses to the authentic zeal of true brand enthusiasts leading the charge.

We've highlighted the importance of thinking outside the traditional event box, ensuring these strategies cater to the diverse needs of attendees and, most critically, valuing the human connection at the heart of every experience.

But remember, events aren't just about the spectacle or the tech dazzle; they're about forging memories, creating bonds, and building communities. So, as you stand on the cusp of your next event, challenge yourself not just to organize but to truly captiv

Hope Swedeen

Hope Salvatori

Hope is a Senior Content Marketing Associate who has been with Cvent for more than two years. She has 8 years of experience producing content for corporations, small businesses, associations, nonprofits, and universities. As a content professional, she has created content for a wide range of industries, including meetings and events, government and defense, education, health, and more.

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