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Capture attention, spark curiosity and leave a
lasting impression

In today’s ever-changing landscape, the way people consume content has undergone a rapid transformation. What does this mean for meeting and event professionals? You’ve likely faced unique challenges in capturing (and keeping) your audience’s attention to deliver a memorable experience. 

To address these hurdles, let’s consider some key audience facts: 

• • • Shortened Attention Spans:
      
      With the proliferation of smartphones, the average adult’s attention span has significantly decreased. Encouraging participants to disconnect from their devices has become more challenging than ever.
      
      
    • Higher Expectations for Content:
      
      When it comes to the crowd-pleasing content people routinely engage with, such as popular streaming shows, even singular episodes have soaring production value. Episodes of  The Crown cost an average of about $13 million, and high-end streaming dramas like Stranger Things now see price tags of $4 to $7 million per episode.
      
      
    • Higher Expectations for Digestible Content:

      
      Thanks to platforms like TikTok, which deliver fast-paced, hyper-targeted content to each of its 1.67 billion users, the bar for engagement is set incredible high. Your tech-savvy participants are used to being able to find, filter and immediately interact with media specifically selected for them by the platform’s scarily effective algorithm. If you want to earn (and keep!) attendees’ attention in today’s digital landscape, your content needs to fulfill their higher expectations. 

Considering the impact of these trends, it has become more difficult to entertain and engage an audience and easier than ever to distract them. 

So, what should you keep in mind to ensure your content is compelling and has a lasting influence on your participants? 

Read on to learn insights that can help you revolutionize your storytelling. 

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Engagement is a metric that matters

A recent Encore survey revealed that planners prioritize attendee engagement and advanced content delivery. To revamp your content strategy and recapture the hearts and minds of your audience, here are three powerful approaches to consider: 

1. Cultivate community through content

Remember the viral Ice Bucket Challenge, which united people around a common cause? It brought ALS, and the ALS Association’s mission, to the forefront of Americans’ minds (and phones). 

The content developed around the social media challenge was not only attention-grabbing but also prompted immediately achievable action.

Taking part was cheap, easy (except withstanding the ice water part), enthralling and, most importantly, repeatable. 

Meanwhile, the call to action rallied individuals into a community for a shared goal.  

Photo credit: ALS Therapy Development Institute 

2. Create a unifying thread with your storytelling

Your content should seamlessly weave a compelling narrative throughout the entire attendee journey, from initial contact to post-event communications. However, avoid generating content that merely starts and ends there.  

While the content onstage might be the main focus during your sessions, to deliver truly resonant messaging, consider how your programming ties into the tentacles of broader, ongoing conversations within your audience’s communities. 

By designing content that’s relevant to your participants and what’s going on in the world around you, you can leverage your meeting as a chapter in a much larger and powerful discourse. 

3. Appeal to your guests’ emotions for lasting impact

Some of the most memorable event moments are emotionally charged rather than purely intellectual. Consider award shows in pop culture, where speeches, interactions and reactions generate buzz for days, weeks and even years.

Ultimately, you want your program to live on with a life of its own, and fueling similarly strong emotive responses is a great way to drive connections with your content. 

Is yours designed with that intent? 

Is it working hard enough to become unforgettable for your attendees? 

If the answer is no or you’re unsure, think through how you can better speak to and influence attendees’ emotions through your storytelling. 

We’d love to help you do just that! 

Our Creative Services team dreams big when it comes to crafting inspiring content, amplifying it through strategic event branding and design, and influencing the purposeful connections that set programs apart.  

Want a sneak peek into our capabilities? Explore some of the riveting content we created for Marriott International’s exclusive three-day conference for their general managers that created a customized experience just for them! 

Let’s partner on incorporating these content strategies into your planning process for a program that captivates participants and extends the reach of your message well into the future. 

Let's chat about your needs!

Nearly two million events take place in the United States every year. And post-pandemic, the majority of people on both the planning and supply side of our industry are new. That means it’s more important than ever for us to share knowledge and best practices with each other.

At Encore, we’re lucky. We get to work at and attend some of the industry’s most buzzworthy events, so we can be your eyes and ears for all the juicy insights your peers took away from each experience. Here’s our roundup of three you might have missed along with key takeaways to help power your planning.

Event No. 1: PCMA Convening Leaders 2024

Convening Leaders attracts business event professionals from around the world and is known for its marquee-name keynote speakers. This year’s show in San Diego was no exception, where a fireside chat with President Clinton and Secretary of State Clinton was a highlight.

What you missed:

• In partnership with the American Geophysical Union (AGU) and the Strategic Alliance of National Convention Bureaux in Europe (SANCBE), PCMA announced it will co-locate the industry’s first sustainability and climate summit in Barcelona with Convening EMEA Oct. 2-3, 2024.
• The PCMA Foundation and BESydney released research addressing gender disparity in leadership: Advancing Women in Business Events. Their key finding? Despite women comprising 70 percent of the global business event workforce, they fill only 20 percent of the senior-level roles. Considering this overwhelming disproportion, the report says it’s necessary for the business events industry to make efforts to advance women into board roles and C-suite positions.
• A fireside-style keynote with President Bill Clinton and Secretary of State Hilary Clinton explored how loneliness has been weaponized for political gain. Additionally, they encouraged the audience to engage in empowerment politics rather than “victim politics.”

Must-know insights: Thinking bigger with event budgets

Industry experts came together during the event for a candid discussion on budget trends and smart ways to make an impact with your dollars.

Host Courtney Stanley, Global Keynote Speaker, led the roundtable talk. The discussion featured Harold Batiste, Senior Vice President, Sales Operations at HPN Global; Heather Nash, CMP, CAE, Chicago Dental Society; and Taylor Nicole Abbate, Director of National Sales, CSI DMC.

Here’s what they shared on The Breakdown LIVE at PCMA CL: Thinking Bigger with Your Event Budget.

• According to the recent Encore Planner Pulse Report, nearly half of meeting professionals are increasing budgets in 2024 and more than a third say their budgets are flat.
• When thinking bigger about your event budget, invest in areas that will have the biggest positive impact on the meeting experience. These include anything experiential, like food, networking, education and technology, says Harold Batiste of HPN Global and Heather Nash of the American Dental Society.
• A final takeaway from the roundtable? Leverage AI to help you ideate creative ways to stretch your planning dollars, suggests Taylor Abbate of CSI DMC. Don’t forget to ask venues what they’re providing in the cost and ask how you can work together to create unique experiences.

Click the play button to watch the full discussion. You must be logged into LinkedIn to view the video.

Event No. 2: IMEX America 2023

The industry’s most important trade show takes over Las Vegas every October. With education provided by leading associations and a massive exhibit hall filled with global destination marketing and tourism organizations and supplier partners, IMEX is a one-stop shop for meeting destinations and event ideas.

This year’s theme? “Human Nature,” a focus that gave attendees the opportunity to engage in educational sessions and discussions on human nature as it relates to the events industry.

What you missed:

• A record-breaking 15,000 participants, including more than 5,000 buyers, attended. More than 70,000 1-on-1 meetings happened over the course of the show.
• Nearly 1,000 people experienced the immersive Break Free activation, which helped encourage empathy through immersive event design. The goal? To connect with participants about the importance of fostering belonging and inclusion, using multisensory storytelling.
• More than half of planners (59 percent) say attendee engagement is a struggle, while 70 percent agree that technology is crucial to cultivating engagement.

Must-know insights: Designing events for belonging

Delving into the year’s theme, Encore favorite Courtney Stanley gathered experts from across the industry for a live discussion from the show floor on best practices for designing events where attendees feel they belong.

DeShawn Wynn, CMP-HC, Winning Touch Event Design; Megan Janel Zimmer, CED, Encore; and Trevor Lui, Co-founder, Quell Now Inc., joined the discussion. Here’s what they shared on The Breakdown LIVE at IMEX: Designing for Belonging.

• Inclusion and belonging isn’t a trend, says Wynn — it’s about treating people like humans. If you have the mentality that everyone walking through the doors is important to you then everyone will feel like they belong and not like you’re just checking boxes.
• When planning inclusive events, a critical best practice is to consider things that impact enjoyment, like ADHD, or disabilities like color-blindness, which can affect the way information is received or perceived, says Zimmer.
• Lui adds that belonging is different for everyone; listening is your most important tool. That’s the best way to design inclusive experiences for diverse groups and communities. Tap into internal communities within your organization and seek out external communities if they don’t exist within your organization.

Click the play button to watch the full discussion. You must be logged into LinkedIn to view the video.

Event No. 3: GMID 2024

Global Meetings Industry Day celebrates the impact the business events industry has on local and global economies. One of the hallmarks of this annual event is MPI’s 12-hour GMID Virtual Event, which offers education from around the world.

What you missed:

• Watch parties convened around the world to share the day of education and advocacy with each other. On the Wall tab of the virtual event platform, participants shared images and selfies of their community experiences.
• The event celebrated the economic impact of our industry, which contributes $119 billion in travel spending and supports nearly 600,000 jobs, and the resilience and creativity of our peers in the meetings and events industry.

Must-know insights: Maximizing supplier relationships

Giving a nod to the event theme, “The Event Professional’s Journey,” Courtney Stanley once again brought experts together to chat about a critical aspect of event planning — how to get the most out of working with suppliers. 

Amanda Armstrong, CMP, CED, Encore; Lisa Astorga, CMP, DES, ISTH; and Kelli Threlfall Kahn, Global Head of Events & Experiential Marketing, Blackstone, share insights and best practices from their own experiences. Here’s what they had to say.Armstrong shared a surprising Live Data Technologies statistic: Two-thirds of all planners and suppliers are new to the industry post-pandemic. This is one essential reason why it’s more important than ever to share best practices and invest in partners who are invested in your success, she says.

• One of the best ways to build trust and supplier relationships, says Astorga, is to forge multiyear partnerships. Doing this also generates cost savings.
• Kahn recommends bringing partners in from the beginning. Engaging people early on with clear objectives, she says, sets you up for success.

 

Click the play button to watch the full discussion.

Interested in more event recaps that keep you up to date on fresh takes and new learnings?Stay tuned! As we move through the year, Encore will continue to share top tips, clever insights and industry happenings you should know. 

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Have you ever walked into a room and immediately felt a certain vibe? Our environments have a remarkable ability to prime us for what we’re about to experience. And visual cues play an especially important role.

What we see in our surroundings has a drastic impact on what we expect from an experience, whether an atmosphere readies us for an interaction that’s casual and inviting or sleek and professional.

DID YOU KNOW: Approximately 90 percent of information transmitted to the brain is visual?

When it comes to events, you want to influence attendees to feel a certain way as soon as they step in the door. This way, you not only set the stage for a more engaged audience but set a strong first impression for a stellar ROE (Return On Experience). This reporting metric tracks outcomes related to attendees’ thoughts, feelings and behaviors.

Set the Scene for Success

Different scenarios call for distinct settings that align with the mood you want to set. Whether it’s the cozy ambiance of a fireside chat or the immersive allure of a product showcase, the right scenic setup is crucial.

A misstep in environment design can easily hinder your event goals. Imagine trying to host a collaborative workshop in a cluttered, uninspiring space — it’s a recipe for disengagement.

Whether you’re planning a tech-forward conference or a buzzworthy general session, we’ve got you covered. Read on for expert tips and insights that can help you set the perfect environment for your event’s success.

Let’s dive into four common event scenarios and the standout scenic solution that helps set the tone for each, laying the foundation for your well-crafted programming.

Craft a Luxurious Ambiance for a Gala

Event scenario: You’re organizing a gala for guests in a grand ballroom and need the event environment to wow. Your objective? Impress attendees with a space that exudes sophistication from the moment they step in the room and sets the mood for an unforgettable experience. How will you transform the space to offer a touch of old Hollywood refinement and build anticipation for the celebratory festivities?

Scenic standout: A perfect solution for this type of scenario is decor drapery. This timeless scenic solution adds charm to any space. This makes it a planner favorite for galas, award ceremonies and social events. 

With sheer and textured fabrics to choose from, it’s an ideal way to add a touch of glamour to the experience by adding depth and visual allure to your space.

“Decor drapery is an easy way to add more interest to your space. Some of the fabrics have a sheer nature to them, so they take light well and give an event atmosphere more dimension and elegance.” — Tom Drozd, Encore Product Manager

In this way, its versatility surpasses standard screens. Simply select the color options that reinforce your theme or branding for a unified look in an elevated event setting.

Fuel Excitement at a Multi-Day Conference

Event scenario: You’re orchestrating a high-energy, four-day conference in a modern convention center. To ensure your environment sparks engagement, you want to captivate attendees with fresh, eye-catching visuals that amplify speakers’ messages and imprint a lasting impression.

The solution must also work in diverse event spaces and setups, weaving through the majestic grand ballroom to intimate breakout rooms and relaxed dining areas. How do you ensure a cohesive, tech-savvy aesthetic that resonates across the different environments?

Scenic standout: sTILEr panels are an ideal solution for this planning challenge. To draw the audience’s attention in the general session, create a unique stage backdrop with rows of sTILEr panels. 

In smaller rooms, diamond-shaped arrangements or subtle cascades featuring key event visuals, branding or logos help maintain a consistent look and feel.

“sTILEr panels are the chameleons of the stage. The possibilities are as endless as your imagination.” — Tom Drozd, Encore Product Manager

While sTILEr panels can be joined to create large backdrops, when it comes to smaller spaces, the panels don’t overpower them, but act as an enhancer. Whether in breakout sessions or dining areas, they reinforce the event’s pulse without dominating the environment.

These panels are ideal for adding variety to multi-day events. “They’re like a creative puzzle, easily tweaked on the fly,” says Drozd. As the days of your conference unfold, your Encore support team can quickly adjust a few panels without interruption to your attendees or greater event setup. 

The end result? A fresh look for each session to continually spark renewed interest, from the start of your event to closing remarks.

Seamlessly Transition From Keynote to Breakouts

Event scenario: You’re orchestrating a bilingual leadership summit that aims to foster collaboration among changemakers from across Europe and the US. The event will kick off with a stirring keynote, but there’s a twist — after the general session concludes, the ballroom must swiftly be divided into language-specific breakout zones for focused discussions. 

Your scenic hero needs to draw participants’ attention to the keynote speaker while being able to divide the space for the small group gatherings taking place directly afterward. Your ideal event environment needs to be functional without losing the wow-factor. 

Scenic standout: Enter softwalls: this scenario’s perfect match. These flexible panels not only add flair to your stage set but also practicality.

Enhance the keynote’s impact with textured backdrops that guide attendees’ focus to your speaker. After, your Encore experts can quickly use the solution to divide the space into breakout zones, ensuring seamless transitions between sessions.

 

With participants divided into small groups in close proximity, softwalls offer another advantage. Their sound-absorbing fabric reduces echoes and improves acoustics, enabling participants to focus on their language-specific conversations without distractions.

Want to provide personalization to help improve event ROE aspects like audience satisfaction? Customize the panels’ fabric with targeted visual content, tailored for various groups.

PRO INSIGHT: Personalized breakout areas see a 15 percent increase in attendee satisfaction compared to generic event spaces.

Some ideas for inspiration? Display greetings in multiple languages to create a welcoming atmosphere, showcase region-specific success stories and incorporate QR codes for easy access to content in participants’ native language.

Transform a Corporate Gathering Into an Immersive Experience

Event scenario: You’re planning how to transform a corporate general session into an immersive experience for executives, key stakeholders and employees. You want the experience to blow your audience’s ideas about corporate gatherings out of the water and inspire memorable interactions.

Achieving this requires a scenic setup that evokes emotion and makes a lasting influence on participants — but without breaking your budget.

Scenic standout: In this scenario, Backdrop Pro is your ultimate canvas. Like an LED wall, it offers a seamless and striking backdrop, enabling you to engage attendees with dynamic video content that takes them on an immersive, visual journey.

Transport audiences anywhere from the ocean’s depths to distant galaxies with stirring visuals. Its white panels provide an ideal surface for projection. An added plus? It’s cost-effective for tight event budgets, providing a more affordable scenic option than either a LED wall or custom hard set.

Heighten your “surprise and delight” approach with creative staggered setups or consider custom-printed content. Backdrop Pro offers a myriad of ways to enhance your storytelling and ignite participants’ imaginations.

Backdrop Pro can help set an ambiance that fosters meaningful connections among your participants, turning an ordinary corporate gathering into something truly extraordinary.

Elevating Experiences With the Right Event Environment

Creating the right environment for your program is an essential part of the attendee experience. Imagine attendees stepping into a world where every detail — from the stage backdrop to the overall ambiance — invites them into the event’s magic. This becomes a reality when your scenic solutions reinforce the exact experience you want to deliver.

“Scenic elements are sprinkles on the cupcake when it comes to building the whole event experience. They improve Return On Investment and spark interest in your event before the program even begins.” — Tom Drozd, Encore Product Manager

Our experts would love to help you transform your space and set the tone for your next exceptional experience. Unsure about which scenic solutions would have the greatest impact for your next event? Click the button below to chat with one of our experts!

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Reporting on the intangible moments that added to an event’s magic can feel daunting. What’s the best way to showcase impact to stakeholders who missed the electric buzz, participant excitement and quality connections? Enter ROI and ROE — your dynamic duo for capturing event milestones that impress your C-suite beyond spreadsheets and attendee counts. 

Together, these insights can:

• • • Demonstrate the financial success of an event and set you up for that “show me the money moment.”
       
    • Provide stakeholders and sponsors transparency, delivering a measurable look at the value your experiences bring to the organization.

 

• • • Serve as a cheat sheet on what worked and what to focus on to improve outcomes at future events.
       
    • Help drive attendee engagement and satisfaction — the single most important key performance indicator (KPI) in whether an event was successful or not, according to the latest Planner Pulse.  

 

ROI (Return on Investment) measures the amount of money gained or lost from an event.

_____________________________

ROE (Return on Experience) measures an event’s value from the perspective of participants, sponsors, and organizers. ROE tracks outcomes related to thoughts, feelings and behaviors.

The majority of planners are using these metrics as a key part of their success stories in 2024. Two out of three planners track ROI for events, while 55% capture ROE.

ROI & ROE For Events: Master The Metrics

To accurately measure ROI and ROE, you’ll need to consider both tangible and intangible metrics. From financial returns to qualitative aspects, like attendee satisfaction, knowing what to track — and how — can bring the many facets of your event experience into focus. 

Here are some common metrics your peers track for each category. 

ROI Metrics

Financial Metrics

• • • Revenue generated from the event.
    • Cost of organizing the event.
    • Profit margins.

Lead Generation

• • • Number of leads generated during the event.
    • Conversion rates of leads into customers.

Sponsorship Value

• • • Number of leads generated for sponsors.
    • Estimated impressions of display advertising, considering foot traffic in the venue, visibility of the displays, and duration of exposure.

Cost per Attendee

• • • Calculating the cost incurred per participant.

Sales Metrics

• • • Increase in sales resulting from the event.
    • Customer acquisition costs.

Marketing Reach

• • • Measure the event’s impact on brand awareness.
    • Social media impressions and engagement.

 

ROE Metrics

Attendee Experience

• • • Satisfaction levels of participants.
    • Feedback on event activities and content.

Networking Success

• • • Number of new connections made.
    • Quality of networking opportunities.

Educational Impact

• • • Effectiveness of educational sessions.
    • Knowledge gained by attendees.

Participant Engagement

• • • Interaction levels during the event.
    • Attendee participation in discussions and activities.

Message Retention

• • • Surveys/post-event evaluations.
    • Interaction levels during sessions.

Brand Perception

• • • How the event enhances the brand’s image.
    • Perception of the organization’s values.

Community Building

• • • Growth and engagement of the event community.
    • Long-term relationships fostered.

PRO TIP: New to capturing ROE? Most planners measure ROE through attendee surveys and attendance, according to the
latest Planner Pulse. 

Show Me the Returns:
ROI- and ROE-Boosting Strategies

Asking the right questions during the event planning process can help you identify opportunities where you can increase returns in each area.  

Essential questions

• • • What are the goals/objectives of the event?
    • Who is the target audience?
    • What is my budget?
    • What are my event KPI’s?  

These questions will guide you in defining your event “goal posts,” so you can set an effective strategy. Let’s dive into best practices for your next steps.

Tips for delivering a high ROI

Set clear objectives
Define specific and measurable goals for the event. Align objectives with the overall business strategy.

Target the right audience
Identify and target the audience that aligns with the event’s purpose. Tailor marketing efforts to reach potential high-value participants.

Effective budgeting
Create a comprehensive budget considering all aspects of the event. Allocate resources wisely, focusing on areas with the highest potential ROI.

Sponsorship optimization 
Forge strategic partnerships with sponsors aligned with the target audience. Maximize sponsor exposure through various channels. 

Maximize technology
Leverage event technology to track key metrics and set yourself up for stellar execution. This is a popular best practice: 83% of planners believe using technology that delivers immersive experiences enhances event ROI.

Data analytics 
Use data analytics to measure and track ROI metrics. Gather insights to refine strategies for future events.

Tips for delivering a high ROE

Attendee-centric approach 
Understand the needs and preferences of attendees. Customize the event experience to cater to diverse participant interests.

Engaging content 
Curate relevant and engaging content. Incorporate interactive elements, workshops, and networking opportunities.  

Networking facilitation 
Provide structured networking sessions. Implement tools, like the Chime Live℠ networking features, to facilitate attendee connections. 

Tech-powered innovation 
Introduce unique and memorable experiences. Consider incorporating technology and experiential elements that engage the senses to make your event unforgettable. 

Educational value
Ensure high-quality educational sessions and speakers. Encourage Q&A sessions and discussions.  

Post-event engagement
Continue engagement post-event through follow-up emails and surveys. Create a community platform for ongoing discussions and networking.

Experience feedback
Gather feedback during and after the event. Use feedback to make continuous improvements for future events.  

Community-building
Foster a sense of community among attendees. Encourage collaboration and shared experiences.

Combining these strategies can help ensure your event becomes a catalyst for long-term relationships, brand loyalty and continued success in the dynamic world of event planning.   

Choosing a full-service event production partner, like Encore, can be an invaluable part of this journey. Leverage the experts to help set your event strategy and deliver the end-to-end creative, production and technology solutions that support your ROI and ROE goals. 

We’d love to partner on delivering an event that resonates with both your audience and your bottom line.

Click here to schedule a free consultation!

How to enhance learning, memory and mood with the cross-connection of senses  

Marcel Proust’s masterpiece Remembrance of Things Past begins with the narrator enjoying the taste, touch and smell of a cookie dipped in tea. That simple multisensory experience transports him back in time to his childhood, kicking off an epic multi-volume adventure. 

Similarly, what participants touch, taste and smell at your event can evoke positive memories and emotions, making your event unforgettable. 

There’s a deep connection between what we experience through our senses and how we learn, process emotions and relate to others. 

Think about babies and small children. When they are upset, they are comforted by touch or swaddling. When they are curious about what something is, they shove it in their mouth. And how willing they are to eat something is directly proportional to how it smells. 

Clearly, when we were small, we learned about the world by feeling, tasting and smelling it. We may be older, but those senses still inform how we feel about environments, people and experiences. 

That’s why it’s crucial to incorporate sensory information into your event experience. In the first part of our series, we shared how sound affects audience engagement. 

Read on to learn more about how touch, taste and smell can be incorporated into your event design to enhance the experience.

The effect of touch on social connection
and learning

Touch is one way that people display affection for one another. Being touched releases ‘happiness’ chemicals, like serotonin, in our brain. 

Think about how many hugs you give and receive at a conference; it’s a social bonding ritual that has the power to boost your mood. 

Touch also helps us engage on a deeper level with conference content. For example, event apps, like Chime Live, allow participants to use iPads to zoom in and out of slides, rewind parts of the presentation and ask questions of the presenters. 

Giving attendees something to hold onto keeps them off their phones and helps them focus on what’s being presented onstage. 

Tactile sensations also help us connect playfully with others. Have you ever seen an audience engage with a Catchbox throwable microphone? The act of tossing the mic and catching it elicits lots of giggles and smiles; it’s a fun way to shake up expectations for audience feedback and presenter Q&As. 

Immersive experiences also benefit from including tactile learning experiences. For example, companies increasingly use virtual reality (VR) technology for on-the-job training. Another effective way to enhance learning comprehension is through the use of augmented reality (AR) and mixed reality technologies. 

Research has found that well-designed AR experiences cultivate problem-solving skills, improve learning outcomes and help people feel better about complex concepts. And mixed reality use increases learner satisfaction with content, technology and learning environments, even more than gamification. 

In fact, these multisensory educational tools not only enhance the learning experience but they increase overall interactivity and engagement with content.  

Explore more concepts in the guide, Harnessing the Potential of Touch with Technology, available for download here.

 

The effect of taste on experience and memory

Experienced event professionals take pictures of how chefs plate food and incorporate that level of detail into event menus. 

The reason why this is important is because what food looks like influences how it tastes. This is backed up by research that also suggests the key to designing a memorable culinary experience is making it a multisensory affair.  

For example, ambient music and background noise affects how food is consumed. Low levels of volume/music relax people and results in increased consumption of healthy foods whereas in a noisy environment, or one without any music, people are more likely to become excited and reach for unhealthy things to (over)eat.  

If you want to prime participants to make healthy meal choices that reduce sluggish behavior after eating, consider playing classical, pop or cinematic music. This can help reduce unfocused audience behavior post-meal that can come from attendees overeating unhealthy foods.  

With Encore Music, you can choose a curated and already licensed playlist of any of these genres and beyond, influencing attendees to make choices that benefit their health — and your program’s engagement levels. 

How lighting affects dining satisfaction

In another study, researchers found that lighting can affect everything from mood to meal choices, with diners at dimly lit tables often experiencing a greater sense of contentment.

Wireless LED table lamps are a great way to set this type of atmosphere. While creating a calming, low-light environment, they can also change hues for a soft glow of color that reinforces your event theming. Simply use an IR Remote or wireless control to change their hue on cue. 

By making intentional lighting and music choices, you can enhance your audience’s dining experience without spending more money on the food and beverage itself.  

Another way to transform a meal function into a memorable experience is to incorporate tactile and visual technology. For example, interactive menus could provide peace of mind for people with food allergies or prompts for how to assemble a dish with the rest of the people at your table. 

If you want to really engage participants, consider using targeted projection mapping to create a culinary experience that weaves an event theme into the meal itself. 

For example, table projections of sea life or garden scenes could tie what’s on the plate to 360-degree video screens surrounding the participants, transporting your audience out of the ballroom and into an extraordinary immersive environment.

For more ideas on creating immersive experiences around taste, download our Gastronomic Fusion guide by clicking here.

How aromas affect memory and mood

Aromas are processed by the same parts of the brain that handle associative learning and emotions. This is the main reason why this sense affects behavior, mood, memory and work performance.  

Have you ever wondered why real estate agents encourage home sellers to bake cookies or display apples during open houses? It’s because they know that certain scents relax, engage people and put them in a receptive mood. 

You can do the same thing at your event by using essential oils or an AromaTherapy machine to subtly fragrance a room. Or use natural elements like flowers or branches as décor that engages the sense of smell. 

Align scents you deploy with your desired audience behavior. For example, a recent Japanese study discovered that diffusing lemon scent through an office improved worker focus and performance, reducing errors by 50 percent and increasing productivity by 54 percent. 

Lemon would be a great aroma for strategic planning or training sessions. Research has found that rosemary reduces cortisol levels in the bloodstream, which means it would be a phenomenal scent to use if you want to reduce stress and help participants relax. 

To learn more about leveraging scent, download our guide, Scented Storytelling: Creating Memorable Experiences here.

 

Why multisensory events matter

Education and networking remain the top reasons why people attend events. However, the pandemic has changed participant behavior. 

Audiences have different expectations, ways they want to engage and a hunger for nontraditional environments. Designing multisensory events meets all these needs by using proven methods for engaging areas of the brain that help people relax, learn, connect, enjoy and remember what they experience onsite.

Interested in learning how to harness all the senses? Click here.

From sound effects to targeted audio, learn how to amplify participant experiences

Sounds provoke powerful emotions. The sound effects in a movie make us lean forward with anticipation or jump in surprise. A song on the radio has the power to transport us to another time and place instantly. Conversely, when you can’t hear what’s going on, you tune out. And when sound quality is degraded, it negatively affects people’s ability to communicate, learn and focus. That’s why sonic engagement is a powerful tool in any meeting or event professional’s arsenal. 

According to the National Institutes of Health, when people hear sound, it ‘lights’ up brain areas involved in emotion, memory and even physical movement. That’s why intentionally chosen music, video stingers and well-produced high-quality audio amplifies the emotional impact of a conference program and makes it more memorable. Let’s examine how integrating sound and engaging participants’ hearing can enrich onsite events.

Want an in-depth look at audio strategies that improve the attendee experience? Download our free guide for more pro tips and smart insights.

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Traditional sonic tools and technologies

One in eight people in the United States over the age of 12 has hearing loss in both ears. Nearly ten percent of adults between the ages of 55 and 64 have disabling hearing loss. That’s why it’s important not to cut corners on how you employ traditional event audio tools. It’s important that the correct type of amplification is used throughout your event spaces to deliver high-quality audio.  

Traditional sonic tools and technologies include:

• • Speakers
  • Microphones
  • Monitors
  • Audio mixers
  • Closed captioning
  • Simultaneous translation

To aid comprehension, consider close-captioning event audio for the in-person audience. This not only helps the hearing disabled, but also for non-native English speakers. Simultaneous translation, whether AI-generated or using a live translator, is a must for international meetings.  

Setting the mood with music

Music sets audience expectations and influences their mood. For example, playing ambient jazz can help participants relax before you discuss difficult topics. If you’ve had people sitting in meetings all day, dance music can boost their mood and get them excited for evening activities. 

For any public event, music played needs to be properly licensed. Your pro subscription to a streaming service won’t protect you or your organization from liability if you’re caught playing a personal playlist. 

One solution is Encore Music. It offers more than 300 curated and properly licensed music playlists for commercial background music use. It also offers a royalty-free music solution with more than 100,000 tracks, sound effects and loops for virtual/hybrid events and stingers that you can edit and use for videos, motion graphics and walk-in/walk-out music. 

Combining sound with other senses to create more inclusive events

Some audio technologies engage the sense of touch as well as hearing. One such tech tool is a throwable microphone, called a Catchbox. It’s a fun way to keep your audience engaged. Audience members can toss the Catchbox to each other instead of waiting for mic runners to reach them. Because people don’t have to move from their seat to be heard, it also makes it easier for people with physical disabilities or more introverted dispositions to join in the conversation. 

Examples of using sound to create
multisensory experiences

When you’re creating an immersive experience, pay attention to the sound design. Sound effects and cues provide subtle information about our environments and can reinforce the illusion you’re creating. For example, the sound of waves and seagulls transport us to the beach; crickets remind us of relaxing summer evenings. 

Flying speakers from rigging gives you better sonic coverage of large spaces than floor-based speakers do. But did you know it also gives you the ability to create directional audio? When sounds ‘move’ from one speaker to another in sequence, it immerses the audience in a sonic bath that moves from one side of the room to the other. This can emphasize motion graphics, key presentation points and complete the feeling of being in a dynamic environment. 

Targeted audio can create sonic zones. Museums often use this to educate people as they look at a specific item. Targeted audio can only be heard within a tight radius. Once you move outside that cone of sound, the audio disappears. It’s a fantastic solution for trade shows when you don’t want sound to bleed over from one booth to another. 

Next-generation event audio engagement

Wireless technology allows you to create ‘silent conferences,’ where speakers can only be heard by audience members wearing headphones. Presenter mics transmit sound wirelessly only to the headphones in that vicinity. This allows for several activations or presentations to happen in a shared space. When participants want to move on, they can change the frequency on their receiver or remove their headphones. 

Audio also can be used to create synchronized individual experiences. A fun example of this is Improv Everywhere’s MP3 Experiments. Participants download an MP3 and are asked to bring a short list of items to a specific location. At the designated start time, individuals play the MP3, which leads them through a series of prompts and activities. The result is a playful group experience that each individual feels they helped create. 

The benefits of partnering with experienced
audio partners

High quality sound is a basic building block of any event. People need to hear what’s going on, otherwise they’ll disengage with the content. High quality sounds help people pay attention, connect and enjoy themselves. It’s an essential tool for crafting memorable events.

An experienced audio partner will ensure all your presenters and participants can be heard. They also can recommend fun and unexpected ways to engage audiences sonically, such as through directional sound or attention-grabbing music cues. Best of all, if your audio partner is on the same team as your event technology provider, you can breathe easy, knowing all the elements of your event will be seamlessly integrated with your vision and goals. That makes designing multisensory experiences more seamless and successful.

Want to learn more about leveraging audio solutions to design immersive, unforgettable events? Download our guide Symphony of Sound: Orchestrating Emotional Connections. 

Unlock Sound with my Free Guide

When it’s time to select your venue, a site visit is one of the most critical steps. Not only do you get to physically step in your space and imagine your event coming to life, it’s a chance to ask the most important questions with your potential venue team.

Unfortunately, so many of us are busy with the details of the space contracts and food and beverage minimums, that our time with AV providers is often cut short. On your next site visit, be sure to squeeze in some time with your AV partner and ask these questions to ensure a successful event.

What would you recommend to make a greater impact with my budget?

If you only ask one question, this is it.  As planners, of course we have ideas right out the gate with an inspiration board – but no one knows the space better than an on-site event experience team. During your site visit, discuss your vision and ask what they would do to make it work within your plan and budget.

Because they have worked so many events within the very space you’re standing in, they can take the groundwork of your initial plan and elevate it – whether it’s rigging screens differently for new vantage points or trying new seating levels. This discussion can change the whole direction of your event and catapult it to new heights.

What other services do you offer?

These days, AV companies do so much more than just audio-visual. With teleconferencing, content design, and event internet, the same company will likely be able to provide you with almost everything you need for your event. So, before you start the taxing process of looking around for extra technology quotes, be sure to explore the opportunity of leveraging your in-house partner.

Are there any exciting new technologies I can employ?

It’s the old adage of “if you don’t ask, you don’t know.” Technology changes rapidly, and there may be something new on the horizon offered by your event partner. Maybe it’s a new mobile engagement app that could be a great way to show meeting value to your stakeholders. Your provider will be eager to talk to you about everything they have – you just have to ask!

Who will be my point of contact, and how hands-on will they be?

Don’t wait until you’ve already signed a contract to ask this question (or worse, until there’s a day-of crisis). Ask up-front how big their team is, and who will handle which parts of your meeting. It’s also a good idea to find out if the entire team will be on-site, or if there is an off-site team (for example, in the case of internet), so you know exactly what you’re dealing with going into your meeting and who’s on first.

What information do you need from me?

Communication is a two-way street, and your event partner may have some questions for you as well that will spark some ideas. Be sure to open up the conversation and make sure they have a full understanding of what you’re trying to accomplish up-front to avoid complications later on.

Takeaways

Arming yourself with these questions for your event partner during your site visit can instill confidence in your decision with venue selection, and ensure a seamless event from the start with a team that understands your goals.