We’re often asked how did that crazy idea turn into reality? We know that sharing is caring so we’ve opened our Pandora’s box of event tricks to share some of our industry secrets with you.
A business event is an event that has a strategic business objective attached to it (often this is measured by ROI). Business events can be classified as a product launch, sales conference, annual general meeting, industry awards night, internal company event, networking event, exhibition…the list goes on.
At Solution Entertainment, we’re all about creating moments of impact… here’s our how to:
Secret #1 Use emerging technologies to amplify engagement
Gone are the days where hundreds of people sat in an auditorium, listening to a line-up of presenters speaking at them with minimal opportunity for engagement. When attendees have the opportunity to interact with technology such as holograms, AI, intelligent automation, augmented reality and virtual reality, the event experience is amplified. Solution Entertainment adopted virtual reality technology when we created a demonstration zone with a VR station for guests to immerse themselves at the Google Cloud Security event with great affect. Remember: Immersion = connection.
Secret #2 Be a disruptor
The key to success has to be turning completely ‘out there’ and unconventional ideas into reality. Why don’t we get Santa to abseil down the side of a building? Sure! Done. Let’s crane a Ferrari in over a big fancy mansion on Sydney Harbour. Okay! Sorted. Let’s manage 100 acts over 17 stages in four days at the Australian Grand Prix! Great idea! Let’s do it. You gotta be all in, all the time in this business. That’s what makes it so fun.
Secret #3 Use the art of theatrecraft
Emotional connection creates memories that have a lasting impact on behaviour. When you bring the concept of theatre into the business event world, you have the capability to shift attendees and guests from one state to another, connecting the message and purpose of the event to the attendee on a transformative level. When Solution Entertainment were tasked to showcase Perth’s Optus Stadium, we activated four huge ‘surprise’ moments, which kept the audience guessing and enthralled with what was coming next! We created numerous ‘jump out of your seat’ moments which had a big impact on the emotional state of the guests.
Secret #4 Build a physical theme around the message
This strategy is about making sure every touch point the guest has is connected to the purpose of the event. Creating an engaging environment that reinforces the brand messaging is key to the success of a business event. When we created a ‘Melbourne Festival’ for AIME’s Welcome Event, we built on Melbourne’s cultural foundations. We transformed a beautiful Art Deco venue with aerial performers, interactive food stations, and artistic contemporary dancers. Instead of guests leaving the ‘real’ Melbourne behind and stepping into a beige ballroom, they actually stepped into a more immersive and interactive version of Melbourne.
Creating a business event that has a positive impact and creates lasting behavioural change is a fine art. The event world may look like its all smoke and mirrors, but in fact it is all about strategy and substance.