Make an event pop with the X- factor!

Throughout my career I have always loved planning and hosting events. I think it’s my love for people and seeing them have a great time that keeps me inspired to do the best possible job!

One of the first events I ever organised during University studies was an X-Factor Talent Show for a community school specialising in supporting young adults with disabilities. Originally upon receiving the brief me and the team were not too sure what to hold, then when we learnt more about the students, and understood they craved performing as they saw on TV on shows like X-Factor, it made sense to hold a talent show, focused on the experience of owning the stage, less about the winning, more about community support and encouragement.

Over the past 6 years since the community X-Factor was held with great success, I have seen the importance it plays to connect with your customer and make sure whatever event or marketing you are doing relates to them. Here are a few other lessons and tips I have learnt along the way!

Why it’s important to hold epic events?

1. It allows consumers to create memories with people* and your brand. 2. Connection is fostered through experience which is powerful and has a huge impact as it evokes emotive responses. 3. It creates Word of Mouth, W.O.M is one of the most powerful marketing outcomes because instead of having to do all the pitching, your customers become brand ambassadors and advocate for your brand in their trusted networks.

I recently created a festival called; UTOPIA FESTIVAL. This was created for the students in Perth to launch the newest property for The Student Housing Company TSHC, The Boulevard. I currently manage all of the marketing across Australia for TSHC and this was a highlight event for us Globally! We had over 4 music acts, over 3 types of catering, experiences ranging from caricatures to magicians, live typography, an immersive photo-booth and an epic late night fire show! The feedback from guests was huge and we had 400+ attendees, exceeding our goal. The reach of the event pre and post was well over hundreds of thousands and a great brand exercise for the Perth community at The Boulevard.

Photos of the event.

Video Highlight below.

Some questions to ask yourself during the event process?

- What does your consumer want? What do they enjoy? How well do you know them and their drivers? - How can you surprise them with something beyond their expectations? - What is the intention of the event? If you are clear on what you are trying to achieve and join that with your customer understanding, you are closer to creating a great event! - Do you know what the current types of events they already attend are like? What’s happening out there right now that can be inspiration or a learning experience.

Ideas to consider when planning:

- Live Art – this has been super successful for many brands with a creative engagement element that guests can observe and experience the creation first hand! - Pampering – a little R&R bringing your guests into the optimum state of mind, supporting them to be at their fullest and best self. - Take me home – don’t let them leave empty handed, what can they bring home with them to remember this event in tangible form.