How to create emotionally engaging events

Published: March 2024

At Audience, each experience we design is centred around building human connection between a brand and its audience. By appealing to the wants, needs, and values of your audience, you can connect on an emotional level and create strong connections that lead to brand advocacy. Here’s how you can emotionally engage your audience…

1. Connection through problem solving

The emotional essence of events is to make people feel connected to your brand. Whether through an activation, product launch, training day, or conference, the ultimate aim is to build in-person relationships that resonate. Nowadays, digital communication dominates. Events allow you to break through the noise and communicate with your audience on an approachable, personal level.

When designing your event, think about your audience's needs from the very beginning, working them into your overall strategy. Are they looking for the latest product to make life easier? Or to network and learn together? Select themes that are relevant to these needs and feed them into every element of your design. You can keep an audience engaged through interactive exhibits, stimuli, and activities, but if you want them to engage on an emotional level, you’ll need to solve the right problems.

Finding the right problems will stem from your brand positioning and values. Look at what you’re trying to achieve and the ways you want to do it. What are the benefits of your product? What is your brand's personality and how will that resonate with different target groups? The key is understanding that special connection between your product and the consumer. In our whitepaper on how to build human connection, we discovered that 57% of consumers spend more time and money with brands they feel connected to. Your event can engage through relevant themes, concepts and designs, the trick is to start with the solution to their problem - this will lead to connection.

2. Include every perspective

Audience connection isn’t just limited to one particular group. Your target audience will be made up of a range of different cultures and backgrounds, each bringing their own unique experience to the table. Your events should celebrate this diversity, striving to be as inclusive as possible. One way to emotionally resonate with your audience, therefore, is to make sure everyone is seen and heard. Open the door to different perspectives on your brand and its products, and you'll be able to showcase the many ways you can problem solve.

We recently worked with Google Cloud to deliver their Queer Perspectives on Inclusive Data event, highlighting the importance of inclusivity and representation in data. The live experience was designed to bring customers, leaders and influential community members together for keynote talks and panel discussions. We focused on the impact of good data practices on the lives of marginalised communities, with LGBTQ+ hosts, researchers and authors all providing their insights. The most important takeaway from the experience was that Google Cloud provided an experience that celebrated individual voices, discussing important issues and promoting change.

Showing you care is an essential part of engaging with your audience on an emotional level. Tesco Food Love Stories is a great example of this - real people, sharing real stories and recipes, all of which you can buy at Tesco (problem solved!). Emotions are a powerful driver of storytelling and impactful when humanising your brand - you can inspire, educate, and spark discussion. For events, customer anecdotes, testimonials and personal stories can all contribute to your brand's authenticity.

3. Creating a narrative arc

Once you've catered to your entire audience, you’ll want to keep them invested throughout your event. Like any good story, you’ll need an effective beginning, middle and end. Creating a narrative arc is essential in keeping your audience emotionally engaged, and will help to deliver that key messaging that connects them to your brand.

Start the experience with a ‘wow’ moment that will get people hooked immediately and excited to see what follows. This could be some show-stopping entertainment - singers, dancers, comedians. Perhaps it’s a production or design element - moving stages, speaker entrances, digital installations or projection mapping. You'll want people to be wow-ed into sticking around, then you can move on to the substantial content. The middle section of your experience can be detailed and focused, but that doesn’t mean it has to be any less exciting. Guest speakers, celebrity appearances, visuals and music can all provide an extra jolt of energy. Continue to listen to your audience throughout, using interactive elements to hold their interest. Live Q&As and event apps give attendees a chance to speak, ask questions and become actively engaged in the experience.

The end of your narrative should hammer home your messaging and get attendees excited about using your product or services in the future. A hands-on experience of a product will create familiarity and a chance for your audience to learn effectively. If that’s not doable, perhaps some personal stories or testimonials from people who have already used the product or service. Either way, you’ll want to instil confidence in your audience and make them want to return. You can continue the emotional journey after the event with giveaways, discount codes, pictures, or videos from the day. Again, don’t forget to listen to your audience and follow up with feedback forms, highlights and socials. Continuously nurture the relationship to sustain long-term emotional engagement.

Emotionally engaging your audience through events isn’t just about delivering a standard message - it’s about creating genuine connections that resonate deeply between brand and customer. Prioritise problem-solving, inclusivity, and craft compelling narratives to nurture genuine relationships and show that you care - only then can you position yourself at the heart of an audience’s lifestyle.