{"id":7929,"date":"2020-05-20T13:23:55","date_gmt":"2020-05-20T17:23:55","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=7929"},"modified":"2021-04-21T11:34:00","modified_gmt":"2021-04-21T15:34:00","slug":"craft-memorable-experience-irl-url","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/craft-memorable-experience-irl-url\/","title":{"rendered":"How to Craft a Memorable Experience, IRL or URL"},"content":{"rendered":"Reading Time: <\/span> 3<\/span> minutes<\/span><\/span>\n

A lot of conferences these days aren\u2019t worthy of the title. They don’t know how to craft a memorable experience.<\/p>\n\n\n\n

A lot of these \u201cconferences\u201d have come to represent an item on the calendar and nothing more. They\u2019re obligations, commitments. They come and go and come again and that\u2019s it. They happen, and then they pass.<\/p>\n\n\n\n

Because of the coronavirus pandemic, brands have been forced to shift their in-person events online<\/a>, but a lot of them aren\u2019t worth transitioning. The end result is just a long, awkward, redundant Zoom call. That\u2019s surprising, considering the fact that these conferences are supposed to instill a positive impression of the host company in attendees\u2019 minds. The event is supposed to generate brand awareness and turn intrigued prospects into customers.\u00a0 Who\u2019s going to come away from a poor experience like that impressed?<\/p>\n\n\n\n

Instead of delivering a conference\u2014an obligation\u2014deliver an experience<\/em>, something that\u2019s powerful and memorable. Here are four steps to help you craft a memorable experience, whether it\u2019s IRL or URL.<\/p>\n\n\n\n

Nail the first impression<\/h2>\n\n\n\n

Simple enough, right?<\/p>\n\n\n\n

The first impression is everything and it\u2019s crucial to set the right tone from the very beginning. What most people don\u2019t realize is that that first impression can actually happen way before your experience begins. There\u2019s an opportunity to make a positive impression in the days leading up to the main event. A simple gesture like a thoughtful email a few days before or a piece of direct mail (more on that in the next section) can get your community primed for the upcoming experience.  <\/p>\n\n\n\n

Engage all five senses<\/h2>\n\n\n\n

Your experience should be a sensory delight: colors should pop, music should establish an upbeat, excited mood, etc. Now, to be sure, this was an easier task when all experiences could happen in-person. IRL experiences can\u2014and should\u2014check all five boxes.<\/p>\n\n\n\n

But that doesn\u2019t mean this is an impossible ask in the age of social distancing. And getting these things right, can set your experience apart in a really meaningful way. If you\u2019re hosting a virtual experience, your sights and sounds will still resonate virtually, so it comes down to delivering something virtual attendees can still touch, smell, and taste from their own homes. Consider mailing all registrants something the day before the event is supposed to begin. Maybe that means a snack to enjoy during a break, or a candle that helps to set the mood, or a meaningful keepsake that reminds them of the experience long after it\u2019s completed. <\/p>\n\n\n\n

One of our favorite examples of direct mail<\/a> came from the WWF in the Philippines. For its annual Earth Hour, during which the WWF encourages corporations and individuals to turn off non-essential electric lights, the WWF mailed a yellow candle in a black box that resembled the facade of a commercial building. When the recipient removed the candle from the box, it appeared to turn off the lights in the building.<\/p>\n\n\n\n

No matter what you do, deliver a unique, tactile, on-brand experience that still feels complete, even if it\u2019s different than before.    <\/p>\n\n\n\n