According to Forrester, 49% of CMOs believe that events are more important now than they were pre-pandemic.
Despite an industry narrative that elevates the digital, virtual and artificial, physical events and experiences have become an even more crucial component of the marketing mix for brands looking to create powerful moments that build trust, connection and loyalty with both internal and external audiences.
In partnership with a leading behavioural science expert we recently hosted the first in a series of events designed to unpack how a modern approach to experience design can deliver lasting value and shift the dial. Uncovering truths and perspectives that give us all new ways to think about the work we do.
We looked at applying behavioural science to experience planning specifically, in relation to the key design principles that drive memorability, establish emotional connection and inspire change.
1. How can behavioural science make B2B events more memorable?
Working with Richard Shotton we sought to identify some key behavioural science principles, highly applicable to the event scenario – all based on peer reviewed observed experiments and providing clear insight into human behaviour. They included:
- The Halo Effect – how one good trait boosts the rest
- Scarcity – the allure of limited supply
- Generation Effect – the secret to lasting memories
- Peak End Rule – how some moments matter more than others
By drawing on these psychological principles and their associated studies and integrating them into experience design, it is possible to make your event more effective.
If you are going to create a powerful emotive and memorable event you want to be working with human nature rather than against it.
2. How can we create event experiences that drive both short-term and long-term value?
To maximise the value of B2B events, you need to focus on more than just temporary impact. At EC we believe that memorability and lasting impact can be baked into experience design. Our four key principles — holistic impact, curated exclusivity, participatory design, and scale the peaks — are anchored in behavioural biases and are strategically developed to ensure both immediate engagement and lasting impact.
By applying these principles during the planning phase and in relation to every interaction, from pre-event to post-event, brands can turn events into long-term growth opportunities that align with broader business objectives.
Our goal is to make the extraordinary everlasting, ensuring that our events aren’t just a moment in time but create memories and behavioural shifts that extend far beyond the event itself.
3. How can brands quantify the ROI of events in a data-driven business environment?
ROI in the world of B2B events can be tricky to measure, given the mix of tangible outcomes like sales and intangible benefits like brand perception. However, it is vitally important to demonstrate clear metrics that justify investment in live events. While sales and leads are important, brands should also track long-term customer relationships, post-event engagement and brand loyalty. A mixed-method approach, combining data with customer feedback, can give a clearer picture of success.
How do you measure a feeling? Yes, ROI comes in later, but we also look at feedback, customer retention, and whether the experience brought them back for more.
4. What role does exclusivity play in driving event engagement and attendance?
Scarcity is a psychological trigger that can elevate the perceived value of an event. It is founded on the allure of short supply. Our curated exclusivity principle harnesses this insight – centered on the knowledge that by curating a moment in time of such value, you dramatically increase the chances of high turnout.
By offering limited access to exclusive content, high-profile speakers or unique experiences, brands can create a sense of urgency and drive attendance. Curating moments that cannot be replicated elsewhere fosters FOMO (Fear of Missing Out), which not only boosts attendance but also creates brand advocates who are prone to then share their experiences with others.
Creating moments of curated exclusivity—whether it’s a high-profile speaker or a once-in-a-lifetime opportunity— increases attendance and engagement, creating loyal fans for the brand.
5. How do you balance short-term and long-term business objectives when planning events?
Balancing short-term wins with long-term objectives is key to any successful event strategy. While immediate metrics like attendance and feedback provide tangible results, events also play a vital role in building long-term relationships and brand trust. Striking this balance requires an understanding of both business goals and the broader narrative the brand wants to tell.
It’s about ensuring the event delivers immediate value to the business, but also contributes to the long-term relationships and trust that drive success down the line.
6. How can brands communicate the business impact of events internally?
Communicating the wider business impact of events to internal stakeholders can be a challenge, especially when leaders are often focused on short-term ROI. However, framing the conversation around long-term value, such as relationship building, brand perception and industry influence, helps demonstrate the broader significance of events.
We often focus too much on short-term metrics, but the real value comes from the relationships built and the influence an event has on both customers and stakeholders over time.
About us
At EC we are always exploring better ways to deliver value from brand events and experiences – both for the businesses hosting them and the individuals attending them. That is why we are running this event series, to establish how behavioural science can shift the dial for events across various brand event scenarios.
Via our partnership with famed behavioural science expert Richard Shotton we are on a mission to leverage behavioural science insights in a concrete way through our Experience Design Principles. Get in touch if you’d like to learn more.
