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Brief to Buzz: How Event Design Translates Brand Story into Immersive Experience

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Contributed post.

Every brand has a story—a purpose that extends far beyond products, services, or slogans. It is the emotional heartbeat that connects people to what you do and why you do it. At Purple Patch, we see event design as one of the most powerful ways to express that story, through shared experiences that make people feel part of something bigger than themselves.

How event design translates brand story into experience

Image credit: charlesdeluvio on Unsplash

Event design is not decoration. It is not just about lighting, staging, or visuals. It is the art and science of transforming brand identity into a living, breathing experience that people can see, touch, and remember. From the first conversation to the final applause, the goal is always the same: to turn a brief into an experience that captures imagination and leaves a lasting impression.
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Measuring Success Beyond Attendance Numbers: A New Approach to Event Metrics

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Contributed post.

When evaluating the success of an event, many businesses focus primarily on the number of attendees as a key performance indicator. While attendance is important, it doesn’t tell the full story. True success lies in how well an event aligns with business objectives and delivers value to attendees.

How to measure meaningful event metrics

Image credit: Antonio Jamal Roberson

To gain a deeper understanding of your event’s impact, it’s crucial to measure beyond just attendance figures.

Engagement and Interaction: The Heart of Event Success

A high turnout is great, but engagement levels are a far more accurate indicator of an event’s success. How actively are attendees participating? Are they engaging with speakers, visiting booths, or attending workshops?

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Is Minneapolis Becoming Event-apolis? The (Still) Booming Minnesota Event Ecosystem

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What do most people think of when they hear “Minnesota”?

The booming Minnesota event ecosystem

Image credit: Stephen Fischer on Pexels

Well, according to this mostly accurate guide (everyone knows the home of the Juicy Lucy is The 5-8 Club, not Matt’s Bar—sheesh) from Movato, the answers include:

  • Cold weather. (Yes, but only for seven months out of the year. Sometimes eight. It’s pretty much never snowed in July.).
  • “The Land of 10,000 Lakes” (Per our license plates yes, but actually it’s closer to 12,000.)
  • The Mall of America
  • “Minnesota Nice”
  • Mosquitoes (They breed in water, we have 12,000 lakes…you get the picture.)
  • The movie “Fargo”
  • Prince (RIP)

Surly Brewing helpfully adds skyways and black ice, along with hotdishes and pop (not casseroles and soda).

But Minnesota is increasing being recognized for something more: events.
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Event Marketing Research: 35+ Vital Stats, Facts, and Findings from Recent Reports

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For the events industry, the dark days of the pandemic are quickly receding in the rearview mirror. But what lies ahead? A handful of recent studies provide event planners with vital insights and information to help spot trends, adapt to changing circumstances and expectations, and plan more effective, successful events in the year ahead.

B2B conferences events research fall 2023The reports linked below from Bizzabo, Demand Gen Report, DAHLIA+Agency, Grip, Hubilo, and others provide event organizers and B2B marketing professionals with a wealth of facts, statistics, and observations to help wisely navigate the road ahead.

Among the high-level findings:

  • Overall, most marketers and event organizations are planning roughly a 50/50 split for in-person events and virtual/hybrid gatherings (though hybrid is a very small share) in the coming year.
  • In-person events are most effective for networking (per 83% of organizers and 78% of attendees).
  • That said, virtual events enable organizers to reach a much broader audience, including young parents and people with mobility impairments who find it difficult to travel, as well as prospective attendees with limited time and budget. They are also more sustainable, which is a significant priority for Millennial and Gen Z participants.
  • While “Serendipity is a highly regarded attribute of face-to-face events,” (see quote source below), pre-scheduled meetings are increasingly popular with vendors that see the value in guaranteeing they will make relevant connections. 97% of event organizers say they’d like to increase the number of valuable B2B relationships made between participants at their events.
  • Concerns about turnover, recruiting in a tight labor market, “quiet quitting,” and the tension around remote work vs. returning to the office are driving the selection of topics when hiring event speakers, with the top five keynote topics all relating to employee engagement in some manner.

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Seven Event Marketing Ideas to Attract and Engage Attendees

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Guest post by Nina Petrov.

Whether you are planning an online event, a live gathering, or a hybrid one, you won’t reach your goals and key objectives without effective event marketing and promotion. You might have the best event of the season planned out, with top-of–the-line production and guests, but that won’t mean much if your target participants don’t know the event even exists.

Event marketing ideas to attract and engage attendees

Image credit: Teemu Paananen on Unsplash

That’s why investing in a wide range of marketing tactics in the months and weeks leading up to your event is so important. From social media posting to writing about your event in your email newsletter to promotional teasers and trailers, there are many ways you can raise awareness and inspire people to sign up early.

To that end, here are seven event marketing ideas you can use to ensure your event is a resounding success even before the big day.
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