By: Joyce Yu
Do you remember the time when mason jars and Edison bulbs were all the rage when it came to event decors? Or when the Great Gatsby was the go-to theme? These reflect the trends of that time, but also highlights how the events industry has shifted.
Nowadays, events are more than aesthetics. They have become powerful tools for storytelling as they allow brands to bring their narratives to life. Product launches are no longer about putting items on top of a pedestal and calling it a day. They are about creating a unique narrative that invites your audience to step inside the brand’s world.
Read on to find out how to create a compelling event that highlights your client’s brand story.
Define the story
Similar to how we come up with the proposal, we first ask ourselves: what’s the main takeaway that we want our guests to get from this event? We identify the central narrative of our event. Is it a tech event where we need to highlight the USPs of a mobile phone? Is it a food product launch where we need to highlight how this food is a healthier option for you? By identifying the core message, we can ensure that every touchpoint is aligned with the entire experience, including the little details.
Design an experience, not just a space
One of the memorable events that we have done was for a tourism organization. The challenge: sell winter travel to Filipinos, and replace the traditional ribbon cutting for something that will “wow” the audience and the VIP guests. Together with the team and the client, we carefully planned the entire guest journey, one that transports them to this country—from booths that will provide them with all the information that they need, to booths that provide a glimpse of activities that they will enjoy in that country during the winter season. As for the ceremonial gesture, we drew inspiration from a popular drama series combining it with the happy feeling that you get whenever you see the snow flakes and glitters mix and swirl inside a snow globe. Hearing and seeing the expressions of our guests during the event day was priceless.
Another event that we handled was for a comeback endorsement of two of the Philippines’ most popular actors. During the program, each actor made his way to the centerstage to the soundtrack of their most famous show or movie. This served as a nostalgic throwback for all the guests, some even danced along during that portion. These are just samples of how simple touches can elevate the event experience.
Give your guests a role
Your brand story becomes stronger when your target audience sees themselves in it. Immersing your audience through activities or certain segments during the event will give them a better understanding, appreciation, and recall about the product and the brand.
Often, these experiences also encourage guests to share about the event on their respective social media accounts. For example, they may post about a side activity that they took part in. Or if there’s a social media contest during the program, they will most likely share about it too. By making them active participants who amplify the story, this continues the brand’s narrative event after the event.
At the end of the day, events are more than just filling a venue. It’s about humanizing a brand to bring it closer to the audience, connecting them with the brand on a deeper level. When designed with intention, each detail contributes to making an unforgettable memory for the guests and lasting impression for the brands.
