The Importance Of Creativity In Events
Julia Charles Event Management
A Bold, Creative Event Management Company Producing and Managing Exceptional Events.
Creativity is imperative to the success of your event. However, it’s a hard metric to define and measure.
It can be defined in several ways and is subjective. What I think is creative may not be creative to you and vice-versa.
The definition of creativity is:
"The ability to make or otherwise bring into existence something new, whether a new solution to a problem, a new method or device, or a new artistic object or form."
Nonetheless, creativity is a must-have in the events industry and it’s a powerful tool with never-ending possibilities. How else can you make an impact with your event without it being creative?
Why Creativity Is So Important In The Events Industry
When used correctly, creativity has a positive impact on event objectives – whether that be to increase brand image, reach or other metrics – which is entirely event dependent.
Every aspect of your event – whether it be the appearance of your event, the running of it, elements of your event such as the entertainment, catering and even maximising event budget – will be boosted by creativity.
For every element of your event, there is the opportunity to get creative with it. Why not take advantage of this?
If done correctly, a creative event can be one of the most effective marketing strategies.
Another huge benefit of creative events is the increase in audience engagement at your event. Therefore making for a more successful event in terms of ROI and hitting objectives.
Nothing tops an event that offers a personal experience of your brand. You form a strong, one-on-one connection with your customers and/or fans.
The experience of your event, which is enhanced by how creative it is, will have a direct link with you and/or your brand.
The more creative your event is, the more likely guests are to remember it and want to share it. Whether that be on social media through instagram stories and reels or simply telling a friend about it in person.
This has huge benefits to you as it effectively markets your event for you – which is imperative if the event is a brand activation or product launch.
Another benefit of this is that it extends the life of the event – therefore maximising on your investment into the event through time and money.
Creativity isn’t limited to the design of an event either. Creativity in the events industry also relates to problem-solving, maximising budgets, making the most of sponsors, relationships and more.
It relates to being creative in event concepts and designs, content at the event, pitches, execution, management, how messages are conveyed and more.
Creativity maximises every aspect of your event and therefore has to be used in every aspect of the event from concept through to execution.
The pitch, concept, communication, planning, logistics, management, production, post-event services and more of the event.
What Makes A Creative Event?
A creative event is an innovative event. What can you do that’s never been done before? How can you make your event stand out for the right reasons?
One of the most noticeable aspects of an event is the visual side of the event. This includes what the guests will see, feel and think. So what makes a creative event space?
To achieve a creative event space, you need a specific, well-thought-out concept. From this initial concept, you can use your imagination to make it as creative as possible.
Consider The Experience From Invite To Being At The Event
The first step of creating any creative event concept is considering the journey you want your guests to go on:
What will their experience be from the registration or invitation of the event all the way through to experiencing the phyiscal (or virtual) event?
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You can also consider the post-event experience; there anything you want them to experience post-event too? What’s the lasting impression you want to leave?
Once you have a journey map of the event experience, you can go more in-depth on your concept as you’ll have a reference to design your event.
Invitation / Registration Process
The invitation or registration process is the very first thing your guests will experience. So making the right impression is essential!
Some clients request a website to be designed specifically for the event or simply need an enticing physical invitation to send out.
In more recent years, it’s very popular to request a bespoke event app that takes delegates through a registration process.
This is beneficial not only because it is a fantastic first impression, but it also adds a lot more interactivity pre, during and post-event.
First Impression of Entering Your Event Space or Venue
Similar to the above – first impression is key. But this time we’re talking about the first impression of your event itself.
This aspect needs to be considered when finding and booking a venue or event space as the physical space can make or break your first impression.
Consider:
The Event Itself
When designing the event space itself, think about what you can do that will stand out to delegates.
One of our favourite ways of creating a unique event space is to come up with an event theme. What’s the overall direction of the event? Is there a message you want to send with your event?
It’s a great idea to combine themes too to create a varied and interesting event space.
Think about the focal points of your event space, how you can use different types of furniture, a different and effective event layout and more.
Use sound and lighting (AV) to maximise the appearance of your event space. These are the most effective ways of transforming an event space.
In summary:
You can also use additional elements such as entertainers and shows to pull an event concept together.
Book A Creative Events Company
Creativity is what makes events phenomenal.
At Julia Charles Event Management, we take events from concept all the way through to completion.
We know how to create a unique event that will be remembered for the right reasons and leave a lasting impression.
Find out more about our event design services.
Alternatively, get in contact with a member of the events team to discuss your creative event needs!