If you work in public relations, you know how important it is to plan and execute memorable events that showcase your brand, engage your audience, and generate buzz. But how do you come up with creative event ideas that stand out from the crowd and deliver on your goals? Here are some tips and examples to inspire you.
One way to create a unique event is to think outside the box and surprise your guests with something unexpected. For example, you could host a pop-up event in an unusual location, such as a rooftop, a park, or a museum. You could also use immersive technology, such as virtual reality, augmented reality, or holograms, to create a wow factor and enhance the experience. Or you could invite a celebrity, an influencer, or a thought leader to speak, perform, or interact with your attendees.
Creating Communities & Boosting Brands for In-House Lawyers at The Lodge, by Heriot Brown
My favourite "out of the box" event has been a community yoga and networking breakfast event - people love it as it's good for them, enjoyable, relaxed and is an alternative to the usual conference or networking drinks.
Another way to make your event more creative is to make it interactive and encourage your guests to participate and collaborate. For example, you could organize a workshop, a game, a contest, or a challenge that relates to your brand or message. You could also provide opportunities for networking, feedback, or Q&A sessions. Or you could create a social media campaign that invites your attendees to share their photos, videos, or opinions using a hashtag, a filter, or a sticker.
Creating Communities & Boosting Brands for In-House Lawyers at The Lodge, by Heriot Brown
For Pride this year we made an event that was designed to be interactive. We used post-it notes and slido to engage the audience to share their stories and what they wanted to see change in the industry. This will create on-going content that keeps the conversation alive too!
A third way to create a creative event is to add value and offer something useful, educational, or entertaining to your guests. For example, you could provide a free sample, a discount, a gift, or a giveaway that showcases your product or service. You could also offer a training, a webinar, a demo, or a tutorial that teaches your attendees something new or helps them solve a problem. Or you could entertain them with a show, a performance, a movie, or a comedy act that makes them laugh or feel inspired.
Creating Communities & Boosting Brands for In-House Lawyers at The Lodge, by Heriot Brown
The easiest way to add value after an event is to share the key take-aways. Take lots of notes and share them, along with pictures and use the questions that were asked to create more in-depth content or polls to gather more opinions. Doing this also means you can add value for those who were not there as they can see a summary of what happened and feel involved in the discussion. Introducing people to like-minded peers or useful contacts is the best value you can offer from an event so share your attendee list to help people connect and introduce people that you think would get on well or be able to help each other!
A fourth way to create a creative event is to be relevant and align your event with your target audience, your industry, or your cause. For example, you could tailor your event to a specific niche, demographic, or interest group that relates to your brand or message. You could also tap into a current trend, a hot topic, or a timely issue that resonates with your attendees. Or you could support a social cause, a charity, or a movement that reflects your values or mission.
Creating Communities & Boosting Brands for In-House Lawyers at The Lodge, by Heriot Brown
Any event should start with the target audience so that it's relevant - take the time to research with who are planning to invite to get their thoughts, views, top challenges and concerns. Starting with your audience will mean you create a relevant event and add real value to your attendees!
A fifth way to create a creative event is to be flexible and adapt to changing circumstances and needs. For example, you could offer different formats, platforms, or options for your event, such as online, offline, hybrid, or on-demand. You could also adjust your event according to the feedback, preferences, or behavior of your guests. Or you could prepare for contingencies, such as bad weather, technical glitches, or health risks, and have a backup plan.
A sixth and final way to create a creative event is to be authentic and express your brand personality, voice, and story. For example, you could use your logo, colors, slogans, or mascots to create a consistent and recognizable visual identity for your event. You could also use your tone, style, humor, or emotions to create a distinctive and engaging verbal identity for your event. Or you could use your history, values, goals, or achievements to create a compelling and relatable narrative for your event.
Create a memorable experience for people. Most of the events I have seen follow a generic approach and do not prioritize the experience of the attendees. Drawing from my personal experiences in some of the largest events, I can assure you that dedicating just 20% of your efforts to enhancing the experience of each individual can have a lasting impact. They will share their experiences within their social circles, resulting in a 10x return compared to a traditional approach. Take the time to thoroughly understand the attendees and identify an experience that will create a “WOW” factor for everyone. You will witness the difference firsthand. And trust me, the only effort would go in thinking a idea, rest would be easy.