The mediums we have used to gather, communicate, connect and ultimately experience brands have shifted more than we ever could have imagined. The global pandemic has had (and continues to have) effects on much of our existence – including our personal outlooks and consumption behaviors. One thing that has also became abundantly clear – unable to be together, our desire for human connection has only amplified. This matters because brands who pay attention to this longing, as they create experiential moments that are nimble, scalable and transformative will build discipled equity and loyal fans.

The best event concepts originate from a clear understanding of the client ask and the opportunities that exist. There’s no degree or diploma that best prepares you for this job, though – perhaps it’s an amalgam of researcher, explorer, storyteller, orchestra conductor and juggler. It takes a lot to bring an idea into life – keeping a consistent eye on current and evolving trends; insight and foresight into brand and competitive whitespace; closely following cultural shifts and transformations; and the in-the-shower-aha-moments.  And this is just creating the idea – most of the work comes after the idea is sold into the client. Pre-planning is everything.

The success of any event is a direct result of how much effort goes into the pre-planning phase. And while our guests may only witness the event itself, it’s merely the tip of the iceberg. Oftentimes, the most challenging and time-consuming aspect of this process is piloting the concept to ensure a flawless delivery throughout the entire guest experience. In the example of the Lincoln Sessions, our design team spent weeks masterminding, sketching and designing a theme that brilliantly foreshadowed the musical collaboration guests would experience. Sometimes, a globally branded event theme already exists and it’s up to us to Canadianize it – the 2019 BMW M Festival is one such example where our team took an existing concept and reimagined it for a Canadian audience.

A common thread.

‍Creating and shaping a memorable theme is the backbone of any great event – it’s a common thread that weaves itself throughout the entire customer journey, and makes every moment feel seamlessly intentional and effortless. Experiential Marketing (XM) means managing a million details all while ensuring guests are engaged, entertained and taken care of (both in-person and/or virtually).

It takes a village.

MINI Invasion is an example of a bi-annual event concept that invites MINIacs to gather together to celebrate their enthusiasm for the brand over a weekend-long road-trip adventure. An effortless customer experience is the result of numerous stakeholders working together to create a seamless journey from beginning to end. From a digital itinerary to road trip guide for guests, from pit stops to an end-of-the-road-trip festival, MINI Invasion has created an annual ritual amongst its fans. It is the epitome of a great idea in action.

It’s showtime!

‍Nothing is more rewarding than witnessing smiling faces, and feeling the palpable excitement amongst your team, clients, and all the behind-the-scenes partners, vendors and suppliers who are just as invested in the event’s success as you are. There are endless moving parts and logistics during event production. From set-up to dress rehearsals, from equipment checks to hygiene protocols – everything needs to be in place and ready to go hours (sometimes days or weeks) before the event begins.‍

Always have a plan B.

It’s inevitable that issues will arise, including unforeseeable problems. An experienced team knows there’s always a solution, a work-around, or plan B. To ensure event success, it’s important to always: keep a 360-degree field of vision; expect the unexpected; and ensure your team, staff and vendors are supported.

The Canon EOS R Systems Road Trip was a 30-day, 19-event national tour across Canada – a first of its kind, as it was re-imagined and produced in the middle of a global pandemic.

Do it because you love it.

‍Experiential marketing and event planning is not for the faint of heart – as we like to say, it takes effort to make an event seem effortless. But, big or small, in-person or online, don’t forget to take a moment at the end of it all to appreciate what you did to create moments that matter for your client and their customers – after all it’s the very reason why we do what we do, and we love it.