Crafting Unforgettable Events | with Phil Mershon

Fandom isn’t a passive activity. Fandom is built upon actions that are inspired and driven by affinity. We’ve discussed on the Brand to Fan show how that initial story or invitation sparks a new journey of loyalty, affinity, and trust for someone else.?

As a keynote speaker who speaks at events around North America,? I'm very familiar with the world of event experiences — both the good and the (pretty) bad. To unpack the intentionality behind event design, I invited Phil Mershon , the author of "Unforgettable: The Science of Creating Memorable Experiences,” to join the podcast.?

If you're a meeting planner or know one, this is the episode you've been waiting for. Come for the insights about developing the touchpoints at conferences, events, and experiential activations that spark invitations. Stay for tips on using technology and social media to extend the personalized guest experience beyond the event itself.

First Impressions Start Before the Event Begins

Do you know the power of setting a positive first impression? It's the key to getting people interested and engaged. Phil reveals the obstacles of resistance and isolation that individuals may face when attending an event, and shares strategies to help them overcome these barriers. Start connecting with your audience before the event, and let them shape and apply your big idea. Make sure your audience feels like they have permission to embark on a reciprocal relationship with your brand.?

Design Memorable and Momentus Experiences

Phil shared insights on the science of crafting a meaningful and unforgettable event. Stack positive moments together to make your event truly magical. From setting a positive first impression to overcoming resistance and isolation, every step counts in creating a transformative experience.

Encourage attendees to be aware of the opportunity to attend the event and the power of being fully present throughout. An event designer’s ultimate goal is to create a vibrant community of like-minded individuals who come together and share, while pursuing their individual interests.

Keep Attendees Coming Back Again and Again?

Building relationships with your customers and fans is more cost-effective than constantly acquiring new ones. Phil highlighted the power of word-of-mouth marketing for audience retention and how strong experiences that shape word-of-mouth stories can convince others to attend your event. Paying attention to the details that seemingly stay in the background, like the colors used or music played, can result in a better overall experience for the audience.?

TL;DL (too long; didn’t listen)

Lauren’s (actual) notes from the conversation...??

• Event planners are designing for the “a-ha moment” — Phil’s own “a-ha” >> creating a “Time stood still” moment in our experiences and events — we can create the conditions for change and create a memorable experience.?
• 3 M’s of Unforgettable Experience:?Memorable, Meaningful, and Momentus?
• Hermann Ebbinghaus studied retention (and how people forget) — people are likely to forget 50% of what they learned within one hour and 90% of what they learned/experienced one month later.
• Extraordinary to Ordinary to Boring > Fatigue is based on an event schedule that is too packed.?
• Event design pitfalls are “D.R.I.E.D”: Dull - Resistance - Isolation - Exhaustion - Distraction.?
• First impressions set a tone for what’s to come. Positive or Negative impressions can dictate the rest of the experience that may be overcome.?
• Retention is important, but word of mouth reigns supreme. Your ambassadors are the storytellers / build your brand through their loyalty and advocacy.?
• Move from interest to connection before the event begins, before anyone gets on the plane to travel.?
• Think about what sets up best for your audiences. Empowering those who are “super connectors” to be part of the welcome group and scattered throughout the event the entire time.?
• When relationships are being built organically, you’ve grown something bigger than the event.??
• Personalization — don’t be too far from your audience that you can’t ask individual questions (as well as surveys).?
• When attendees can dictate their own choices and take ownership of their experience, that creates meaning for the individual attendee.?
• Metrics for Successful Events: Listening to conversations, content ratings, surveys on experience, ticket pacing, and retention.

?? Actionable Affinity Challenge:?

How can you design your experiential activations and events to build word of mouth from your attendees? Use the steps below with an upcoming campaign or annual conference in mind to design an impactful experience worth talking about.????

• How can you make an upcoming event or interaction personally significant for your audience? Identify how the 3 M’s of Unforgettable Experience can be leveraged:?MemorableMeaningfulMomentus
• Brainstorm specific ways to stack positive moments together and create an unforgettable experience.
• How can you incorporate the idea of "time standing still" and transformative moments into your brand events or touchpoints?

?? We Ask, You Answer?

What is an event or experience that has made a lasting impact on you? How did that experience shape your perception of the brand or organization behind it?

(Share your answer on the episode page of Brand to Fan on Spotify , or leave in the comments below)??

?? WHAT ARE YOU A FAN OF RIGHT NOW?

Savannah Bananas . I love what Jesse Cole is doing over with the Savannah Bananas because they are pushing the boundaries on experience-making. He learned some of what he knows from me, but I think I'm learning far more from him now. And he's actually blurbed the top of my book. He wrote one of the endorsements on the book. So I’m definitely a big fan of them.

SHOW CREDITS

Brand to Fan Show is produced by Teague FC and supported by FanWagn

Audio production by Bryan Griggs / Griggs Production

Producers: Kimberly Voorhis and Carrie Hellbusch

Video Editing by Garrett Teague

AI assistance from Pictory.AI and CastMagic

And I’m your host, Lauren Teague .