Designing your events with intention

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By Liz Gobin, FMAV content writer.

Event planners spend ample time putting together all aspects of an event from the food to the decor, the stage experience to the entertainment and to every fine detail in between. Often times, their designs are inspired by their peers, other events and industry trends; however, this can be a challenge when audiences or event objectives are different. After all, what works for someone else may not be the best solution for your event.

So how do you validate a design or idea? By putting intention behind it.

What is Intentional Design?

Intentional design is a process in which event stakeholder interactions are considered at each point of the design process. This begins by mapping out your stakeholders, each group’s experience journey, and the emotion or connection you want them to have. With those details down, you can begin matching the design concept or trend you’re using to your specific audience.

The Event Design Certification discusses how to analyze existing behaviours such as attitude and habits to support planners in designing their event and event strategy to change the starting behaviours into alternative exiting behaviours by design. For example, if you have an event that relies on raising donations, you would likely showcase some success stories or real-life examples of the impact those donations have made.

Similarly, how you showcase and promote your theme or goal is dependent on the type of reaction you are attempting to elicit. You might consider stage solutions that allow the audience to feel and interact with the content, or a digital solution that can accept a donation while they are in midst of the content experience.

Budgeting benefits to designing with intention.

It can sometimes feel like there is never enough event budget to accomplish what we want. Adopting a process of designing your event with intention helps you automatically become leaner in the way you make decisions. You are less likely to spend money on things that don’t have an identified purpose within your event.

When you go through the process of mapping out your stakeholders, you might even identify that some actually hold more stake than others. Therefore, you might decide to allocate different spend amounts to each group so that you are flexible enough to meet (and, perhaps, exceed) their objectives.

Why should you design with intention?

Designing with intention provides you evidential information into the ROI (return on investment) of your event. It allows you to map the entire event process and encourages you to look at what expectations attendees might having coming into your event and how you can go about designing your event so they take action when your event is over.

By intentionally designing your event experience you can make a memorable impact on your attendees. You can avoid spending your budget on activations that don’t make sense and reroute those funds into building a successful relationship with your stakeholders.

Do you have an event coming up? Let’s connect and have a conversation to truly create a successful experience by designing your event with intention.

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