Like stories, well-designed corporate events should captivate and engage their audience. Just as a compelling story has a clear beginning, middle, and end, a successful corporate event is meticulously planned to guide attendees through a memorable journey. Both rely on understanding the audience’s needs and desires, creating moments of excitement and connection, and leaving a lasting impression. In essence, both events and stories are designed to evoke emotions, convey messages, and create meaningful experiences.

However, when you read a story, the most common approach is to start at the beginning. If you enjoy suspense and a sense of trepidation, this is a logical choice. But when it comes to planning successful events, the last thing we want is uncertainty. We don’t want surprises or to be on the edge of our seats; we want to be firmly in control of how the story concludes. That’s why we always start at the end and think of the audience first.

It is crucial to understand why you are hosting the event and what the end goal is. What do you want attendees to think, feel, and do before, during, and after the event? Who is your audience, and what matters to them? By answering these questions, we can ensure your event is a success.

In this article, we will walk you through our approach to event design, how we start at the end and use insight and discovery to ensure all our events have a positive outcome.

Step 1: Building consensus on why!

Our first step involves guiding our key event stakeholders through a step-by-step workshop, either in-person or virtual, focused on energising and engaging the team while building consensus on the event objectives. During this session, we utilise Design Thinking combined with Behavioural Economics—the science behind decision-making—to ensure that everyone:

• Has an equal voice in the workshop, without the loudest voice dominating.
• Has time to reflect before responding.
• Contributes to generating solutions.
• Is aligned on priorities.
• Collectively agrees on the plan of action.

By conducting these workshops at the outset of the event design process, everyone understands the direction of travel and what is needed to reach the destination. Making these decisions early on also helps us allocate the budget where it will have the most impact.

To achieve this, we need short, focused conversations. Every stakeholder has different needs, ideas, and priorities. We aim to help you get ahead of any clashes or misunderstandings so we can all hit the ground running and deliver the best event yet, with alignment from the start.

Step 2: Dive into the how!

Beyond the initial workshop, we recommend specific content-shaping sessions to delve into the details of how we will collectively meet the event’s ambitions. These sessions will begin shaping the content and delivery mechanics. We’ll also address practical elements such as the ideal destination, venue, and duration if not already confirmed.

Storytelling

Often, conference content focuses on what the presenter wants to say rather than what the audience needs to hear. At BI WORLDWIDE, we work together to determine the best way to communicate the business message in a way the audience truly hears it.

Involving the audience or communicating in a way that doesn’t rely on a single presenter with a PowerPoint presentation significantly increases the chances of the audience retaining and acting on the information.

Creating a Memorable Session

• Audience Interaction – We encourage interaction between the presenter and the audience, whether through in-app voting, table exercises, or energetic icebreakers. Interactivity throughout your event sustains engagement, invigorates your audience, and adds a sense of fun. Linking this back to the theme and purpose reinforces the message in a unique way.
  
• Panel Discussions – We also encourage panel discussions where the moderator takes live questions, and panellists respond authentically, rather than with rehearsed answers. This approach adds authenticity and helps draw your audience into the message.
  
• Video – We advocate using video in plenary or training sessions to tell stories, open sessions, summarise key points, or change the atmosphere. Video engages multiple senses, making your story more immersive and memorable. Its dynamic nature allows for creative expression through mixing images, sound, animations, and live footage, enhancing engagement and action on key messages.
  
• Technical Production – Creating an environment where technology and design fuse seamlessly is key. Rather than having separate areas for registration, coffee breaks, exhibitions, and the main plenary, we create a cohesive space that tells a story and immerses the audience in the event’s purpose. This could include art, local community elements, and innovative ways to connect people, providing memorable experiences at every turn. At BI WORLDWIDE, we work within your budget to maximise return and impact, creating powerful environments fit for purpose.

Step 3: Get under the skin of who

To build an emotional connection, we know it is important to make it personal, involve them, make it relevant – if there are graphs and charts and lots of PowerPoint slides, this information needs to matter to them, otherwise what is the point? This is how you’ll capture their attention, and once you have the audience’s attention, you need to work hard to keep the connection.

Throughout the insight and discovery sessions we ask lots of questions about the audience, the current landscape, where they have been, where you want them to be, where do they want to be. It’s important to gather this insight from different sources, not just from higher management but directly from individuals too.  If we know this detail with you, we can create the right content and use the right mechanics to make an emotional connection, to make your audience feel. This is how you change behaviour.

At BI WORLDWIDE we have lots of tools and techniques to make your event content relevant, interesting and engaging and we will work with you (and your speakers) to bring out the best, focusing on creating a bond with the audience. Once you have that emotional connection you are more than halfway there.       

The story doesn’t end here

Crafting the perfect corporate event is an ongoing journey. While starting with the end in mind ensures a clear direction and purpose, it’s equally important to remain adaptable and responsive to feedback. After the event, gather insights from attendees and stakeholders to understand what worked well and what could be improved. This continuous loop of planning, execution, and reflection will help you refine your approach and create even more impactful events in the future.

Remember, the goal is not just to meet expectations but to exceed them, at the same time as ensuring the change in behaviour you originally sought is actioned when you return to work, as well as leaving the audience eagerly anticipating your next event.