THE LAST WORD

The evolution of event design

As a professional event strategist, I have witnessed the evolution of event design in South Africa. Today, event design is more than just creating visually appealing spaces; it’s about crafting an unforgettable experience that resonates with attendees on an emotional and psychological level. Therefore, it’s critical to have a STRONG audience engagement strategy that covers pre-, during-, and post-event activities.

By Herkie Du Preez, owner and director of STRONG PR, Marketing and Events.

The pre-event engagement strategy should involve activities that create hype, anticipation, and excitement for the event. Utilising social media, email marketing, and other digital platforms to create and share content that promotes the event, such as teasers and behind-the-scenes footage, can help build buzz and create a sense of exclusivity. Creating branded hashtags and encouraging attendees to share their experiences on social media is also a great way to increase engagement and build a community around the event.

During the event, it’s essential to use technology to enhance the attendee experience. Event technology such as virtual and augmented reality, mobile apps, and live streaming can help create a fully immersive experience. Moreover, technology can help manage and track attendee behaviour, improve crowd control, and optimise the event’s operations. These tools can help us as event planners gain valuable insights into attendee preferences and behaviours, which we use to make informed decisions about future events.

Post-event engagement should be designed to keep attendees engaged long after the event has ended. Surveys, polls, and questionnaires are great tools to collect feedback and gauge attendee satisfaction. These tools help us understand what worked, what didn’t, and what attendees would like to see at future events. Additionally, creating post-event content, such as videos and blog posts, can help extend the event’s lifespan and keep the conversation going.

Data tracking is another crucial aspect of event design. Data tracking can help us understand attendee behaviour, preferences, and demographics, which we can use to make data-driven decisions about future events. Analysing data can also help us identify areas for improvement and optimise event operations, to increase attendee engagement.

Event design strategies on an emotional and psychological level using brain science is a relatively new approach to event planning, but it has already shown promising results. Brain science focuses on understanding how attendees process information and how they respond to different stimuli. Event planners can use this knowledge to create events that resonate with attendees on a deeper level. For example, incorporating elements that trigger emotional responses such as nostalgia, humour, or excitement can create a lasting impression on attendees. We are currently in the midst of planning a launch premiere event for a television series featuring youth-related content. As part of the watch party, we plan to offer guests nostalgic sweets from their childhood. Our philosophy is to strive for emotional engagement with attendees — as the saying goes, “if you can make someone laugh or cry, then it’s a win.” By tapping into the power of nostalgia and evoking strong emotions, we hope to create a memorable and impactful experience that will resonate with guests long after the event has ended. In a world where digital technology dominates, taking a back-to-basics approach to event design can also be effective. Creating physical spaces that inspire and engage attendees can be a powerful tool. Incorporating natural elements such as plants, water features, and earthy materials can create a calming and inviting atmosphere. Additionally, creating spaces that encourage conversation, collaboration, and networking can help attendees connect on a personal level. During a recent conference, we implemented interactive cocktail tables that featured designs for guests to colour in while engaging in conversation. Additionally, we introduced the crowd-pleasing game of Giant Jenga, which was a success with everyone in attendance. The combination of these elements provided a fun and engaging atmosphere, encouraging guests to connect and enjoy the event to the fullest.

Embracing change is another important aspect of event design. We are always willing to adapt to changing trends, technologies, and attendee preferences. Keeping up with the latest developments and understanding emerging technologies help us stay ahead of the curve and deliver innovative events that captivate attendees. We recently produced a conference with the theme ‘Adapting to Change’, aiming to deliver a truly unique and engaging experience for guests. To achieve this, we began with an immersive opening performance. Upon entering the venue, wearing headphones and listening to a pre-recorded ghostly voice, guests found themselves in an intentionally unfinished space with screens off, furniture upside down, and an atmosphere of chaos. This was all part of our planned experience, as we gradually transformed the venue into an immersive entertainment experience that adapted to change around them.

Over the course of the two-and-a-halfday conference, we continued to surprise and delight attendees by changing the venue’s colour and theme four times. Every time they entered the space, it felt like an entirely new experience.

Our approach fostered a dynamic and engaging atmosphere that kept attendees excited and involved throughout the event, earning high praise from the client.

Finally, the human element is the heart and soul of event design. The success of any event depends on the people involved, including event planners, vendors, and attendees. Therefore, it’s essential to prioritise the human element and ensure that attendees feel valued, respected, and appreciated. This can be achieved through personalisation, customisation, and exceptional customer service. When working with corporate clients, I highly recommend involving their employees and teams in events. One memorable example was a conference for 1,200 attendees, where we designed a spectacular opening act using employees from the client’s company. We rehearsed with them and provided support for the performance. The audience had no idea what was coming, and as their colleagues started entering the stage as part of the act, the excitement was palpable. It was a huge success, and the client was thrilled with the outcome.

In conclusion, event design is a rapidly evolving field that requires a multifaceted approach. A robust audience engagement strategy, the use of event technology, data tracking, emotional and psychological event design strategies, taking a back-to-basic approach, embracing change, and prioritising the human element are all critical aspects of event design.

At STRONG PR, Marketing and Events, we leverage these techniques to execute successful events. Additionally, it’s important to remember that events should be enjoyable and fun, regardless of their seriousness.

Who is Herkie Du Preez ?

Herkie Du Preez, owner and director of STRONG PR, Marketing and Events, has a passion for event strategy and design. With years of experience, he is an expert in creating and executing successful events that engage and captivate attendees. Herkie’s dedication to the industry has earned him a reputation as a leading event strategist.