A great movie overwhelms you with emotions. Whether it’s a comedy that leaves you sore from laughter or a heart-pounding drama that keeps you on the edge of your seat, compelling films have a power over viewers that’s hard to describe.
When promoting and executing a live event, you also want to create a powerful experience for attendees. The secret is to carefully craft your experience as if you were producing a blockbuster film.
Promotional strategies for live events and movies actually have a lot in common. Both require an audience to invest their time. Both try to engage individuals with new ideas and new ways of thinking. And — as we experienced with Microsoft’s HaloFest, which celebrated the 10-year anniversary of the popular video game — both help fans connect with a brand or franchise’s story.
To make your live event more exciting and dynamic, you need to introduce compelling characters and universal themes that engage attendees on a deeper level. Here are a few ways to make your event leave a lasting impact:
- Tie it to an authentic theme.
The theme is a critical element in any movie. Whether it’s good triumphing over evil or the coming of age, the most memorable and engaging movies tie into universally appealing themes. The characters must confront and overcome incredible obstacles or experience eye-opening moments of self-awareness. And that’s exactly what you want attendees to feel at your live event.
To understand this idea in action, think about Steve Jobs and his single-handed revolution of the personal digital device industry. Before Apple, consumers were limited to an old PC or Sony Walkman. But Jobs, taking the stage as a heroic figure, presented compelling stories of how this new technology could change the world. In doing so, he convinced millions of people to buy in to his vision of simplicity and quality.
- Build the right atmosphere with attention to detail.
Poorly executed movies can have a negative effect on the audience. Although commercials and promotions might build up excitement, awful acting, unrealistic scenes, and poor execution can ruin the experience. Sometimes, no matter how much you like the subject matter, you simply don’t believe in the characters or the story.
Don’t let this happen to your live event. Get into the mindset of using the best talent to sweat the details and produce a high-quality experience. Carefully controlling everything your customer will experience is the best way to make your event engaging and memorable.
- Focus on emotions, not sales.
When the average moviegoer purchases a movie ticket, she isn’t buying a $12 piece of paper. She’s paying for an experience — something she can relate to, learn from, and share with her friends. If you want to host an event with a powerful impact, you can’t approach it like a one-time transaction. You need to focus on building that same compelling relationship with your guests.
Successful live events swallow people up into a world that engages their senses and affects them on an emotional level. If you’re hosting an event to sell a product, it’s already doomed to fail. Focus on establishing an emotional connection first.
- Plan with the end in mind.
Although movie stars are important, producers don’t start film discussions by saying, “I want to make a movie where Tom Cruise does stuff” (though it might seem that way sometimes). Every great feature film has an ending that resonates long after the credits roll. You follow the characters on their dramatic journey, and at the end, you feel satisfied and want more. Before producers dive in, they must know their audience, and they must understand how the end will affect people.
The best brand events begin with a well-defined strategy. You can’t start working on the speaker lineup, budget, or product presentation until you know what kind of journey you want your attendees to embark upon. Begin with the end in mind so every factor works toward building that crescendo and making the experience memorable.
Although the end goals are similar, live events have an edge over movies. Sure, 3D photography, motion simulation, and surround sound can move a film audience, but there’s nothing like the physical presence and emotional engagement your customers experience at a well-executed live event. Take a page from the film industry when planning your efforts and crafting your experience, then use that edge to bring your brand to life.
Eddie Newquist, is the chief creative officer at Global Experience Specialists.
Network
