So what makes a good event? Everything hinges on preparation. And make no mistake: there is a lot involved. Think about finding a location, putting together a programme, securing speakers, etc. And anyone who thinks they can get away with three standing tables and some bitterballs is making a big mistake. But actually, we are already a step too far. After all, an event starts with a (good) idea and a concrete goal in mind.
Suppose you are going to organise an event with us at Jaarbeurs. So one of the first questions you will be asked is: "What do you want to achieve with this event?"
In other words, what is the objective of your event? Because your objective determines everything. The location, the catering, the decoration, the lighting and even the colours and scents. Define your objective first, then the rest will take care of itself.
6 objectives for successful events
Events are pre-eminently the means to influence behaviour. You can introduce people to your brand, organisation, product and/or service and get them enthusiastic about it. You can really put yourself on the map, as an authority and thought leader, for instance.
By linking your products and services to the experience, you also create added value. After all, nothing beats the live moment. If you handle that effectively, you can even leave a lasting (positive) impression.
There are hundreds, then thousands, of goals for an event. But if you look with an overarching view, six themes can be detected:
- Strengthen image
- Motivating people
- Managing relationships
- Team building
- Creating support
- Sharing knowledge
"People do not buy goods and services. They buy relationships, stories, and magic." Seth Godin
Each objective in turn requires a specific approach. To become the talk of the day, you will have to try to stimulate as many or all of the senses as possible. Seeing, hearing, smelling, tasting and feeling something can create an intense experience, which is then etched into the memory. And that, of course, is your ultimate goal: delivering an unforgettable experience.
Right handles
So what choices do you have? We give you some handles for each goal. Because no, not every event calls for champagne and confetti. An (unforgettable) experience may also be about creating understanding for a difficult situation. A 'difficult conversation' can be called a 'success' if those involved feel they are seen and heard. A creative brainstorming session is successful if everyone goes home inspired.
Each objective requires a different approach. Sometimes this is obvious - for example, you don't serve cheerfully decorated cupcakes at a bad-news meeting. Or you don't hire a theatre hall if you are going to do a brainstorming session with 20 people. Other decisions may be more difficult: do you or do you not need that meeting room with technical gadgets if you are 'only' giving a PowerPoint presentation? It becomes a lot easier if you define your goal first.
Each objective has a few handles that make it easier to make the best choices. Time to think
thinking about creating the perfect setting.
Use the following tools to set the right setting based on your goal:
- What atmosphere do I want to create?
- What colours can I use?
- What do we serve with this (catering)?
- What set-up & technology is needed to do this?
- What is the result?
Would you like your guests to have seen the real WOW factor of your brand after your event? So that they are impressed by your product, plan or organisation? Think of a pitch, production presentation, a dinner or an award ceremony. Then consider the following handles and make sure you stay top of mind:
- Atmosphere: I show who I am and everyone goes through it. It's a bit exaggerated, but I stand out and have a story.
- Colours: black or purple. This is associated with a luxurious look.
- Catering: we eat exceptional snacks.
- Setup & technology: technology stands for everything. Every detail has a function. It is an oasis. Sleek. It's beautiful here!
- Result: I am no longer forgotten.
Red is a good colour at a kick-off event. It provides focus and energy.
2. Motivating people
Are you organising a kick-off event or a pitch and want your participants to leave the room full of motivation and positive energy? Then make the following choices for the right setting:
- Atmosphere: I want speed with my team. Uptempo. No slackness. The space is my backdrop. Interaction is key. Movement!
- Colours: the colour red stimulates heart rate and blood pressure. It also provides focus and energy.
- Catering: we serve strong coffee and spicy dishes. Spicy snacks.
- Set-up and technology: large screens with image presentations, rousing speeches and music.
- Result: we are on the edge of our seats. Focus. Everyone is fiery and energetic.
3. Managing relationships
Is your event really about strengthening relationships? Do you want to look each other in the eye and really meet each other like at a networking event, a relationship or fan day? Then go for it:
- Atmosphere: I want to value my relationships. The conversation is central. Together we look to the future. My guests are important.
- Colour: the colour yellow is soft and the light is like spring morning (warmly flattering). Yellow is also stimulates concentration and makes us curious.
- Catering: with coffee soft and creamy petit fours. Small luxury bites that offer subtle.
- Setup & technique: the environment feels like a warm blanket.
- Result: I don't get distracted. I embrace my relationships.
4. Team building
Is your event about creating togetherness, fostering collegiality and working together towards a goal? Then do the following:
- Atmosphere: positive and open. Together we do it. Working together in a fun and casual way, for example on a new strategy. Laughter. Sharing.
- Colour: orange represents warmth and the Dutch national team. It encourages a sense of togetherness.
- Catering: old Dutch bitter snacks, uncomplicated appetisers, share-food.
- Setup & technique: it's cosy and informal.
- Result: everyone is back in the swing of things. All noses are in the same direction.
5. Creating support
In a good company meeting, kick-off or pitch, at the end of the day all noses are in the same direction. How do you make sure you get everyone on the same side?
- Atmosphere: coming up with a solution together. Everyone is heard. There is room for discussion. Respect.
- Colour: green. This stands for sustainable, youthful and health. Green creates tranquillity.
- Catering: pure food and drink, organic and natural.
- Setup and technique: a round setup. Nobody picks a side. And everyone is equal and participates.
- Result: my participants are open to new ideas.
"Transfer knowledge? Serve refreshing waters. That keeps the participant on their toes."
6. Sharing knowledge
Is the purpose of your event to share knowledge? As in a scientific conference, training, workshop or congress? Then consider the following handles to create the right atmosphere:
- Atmosphere: I go or late send.
- Colour: blue (daylight). Blue is a stable colour and conveys confidence and responsibility.
- Catering: refreshing waters and light, high-fibre food.
- Setup and technique: the speaker is highlighted and gets all the attention. It is cool in the room. I'm on point.
- Result: I can get back on track. My participants are inspired.
What type of event?
With the right objective in place, it also becomes easier to decide what type of event you will organise. Will it be online, live or hybrid? For example, if you want to strengthen your image with a product launch, an online event is probably not the best option for you. But an event where you want to share knowledge, for example, can be organised online or in a hybrid format.
Having trouble making choices at your event?
Now that you're familiar with the different objectives and choices you can make, it's time for action! What will your event look like next? Still finding it difficult? Let us help you. Our account managers are there to give advice or to cut the Gordian knot with you. Together, we will ensure a successful event.
