We understand there those that follow the rules, we get it. It’s safe there. You always know what you will get. No surprises. No shocks.
Then there are those who break the rules. The innovators, the disruptors, the ones who push past what people think is possible. Plenty of surprises. Those creating something no one has ever experienced before.
At Solution Entertainment, we’re all about impact. Those moments that create lasting behavioural change for our client’s audiences. And if you want to create impact, you need to do things differently.
You need to break some rules…
Rule #1: It’s all about the client
Nope! That may sound controversial, but it’s not all about the client. It’s about their audience and their target market. Every logistical, technological and design decision is made considering audience mindset. Placing the audience experience, needs, wants, behaviours and expectations at the centre of the event connects them to the brand in a much deeper way.
Rule #2 Tell the attendees what they want or need to know
Now, this sounds perfectly reasonable. Of course a brand should tell the attendees about their product, what it does and how it does it, and why they should buy it or use it. Right? Wrong. We say show, don’t tell. Launching a new car? What would have more impact? Parking that car in an event space and having an engineer explain the inner workings of the engine? Or whisking some key influencers away to compete in an exciting car rally – think Targa Tasmania – to really SHOW and connect the influencer to the car’s performance?
Rule #3 Keep your audience comfortable
Did you know stepping out of your comfort zone increases productivity, makes it easier to deal with new and unexpected changes and improves creativity? Creating feelings of uncertainty and taking risks in a controlled environment can have a huge emotional impact on an audience.
Manufacturing an experience where audiences challenge themselves and succeed at something creates an emotional connection to an event or brand. It’s called productive discomfort and introducing it into an event journey is a subtle way to align their personal experience positively with the brand.
Of course keep everyone fed, watered and safe – we don’t want anyone at risk! But if you’re launching a new active wear range, do it at a rock climbing centre, where everyone channels their inner mountain goat and has a go at climbing. Or run orienteering challenges at a sales conference where teams are dropped at a particular starting point and need to get themselves back to a designated destination by a certain time.
Positively uncomfortable experiences can help people see old problems in a new light, tackle challenges with new energy and increase creativity. Imagine having your brand connected with those sorts of emotional impacts.
Innovation and new ideas for event design and production are second nature to our team. Have a chat with one of our event team members here.