INTENTIONAL

EVENT DESIGN
MODULE 5
 LEARNING
OUTCOMES 6. Synthesize various sources of research
(client interviews, site inspections, decor
resources) in order to develop
comprehensive designs that meet the
1. State the importance of building the right
objectives of the client
teams for individual events
7. Utilize terminology relating to event
2. Explain the importance of including
decor, event production, and installations
technology into the event planning experience
in order to communicate to a wide variety
3. Explain how to use the secret power of
of event stakeholders
storytelling when promoting event planning
8. Source materials and suppliers for design
services
and construction of event installations
4. Discuss the importance of preparing for event
9. Designing centrepieces, atmospherics
venue spacing design
and decor appropriate for a wide variety
5. Explain terminology related to food service,
of events: corporate, charity, and social
food handling and safety and order to deliver
10. Identify and employ various international,
catering services that meet client objectives
cultural and ethnic traditions in order to
design and deliver appropriate event
services
SUSTAINABILITY
 INTENTION #1:
LESSON 1 PEOPLE-CENTRIC,
PURPOSE-DRIVEN
DESIGN
People Centric Principles

1. Businesses invest in events because they provide a

catalyst for behaviour changes leading to business
growth

2. Participants attend events because we crave face-

to-face opportunities for learning and intelligent
conversations with like-minded individuals
Event Model Generation

An effective event will deliver a worthwhile behaviour

change through participant driven action.
1) THE HUMAN RULE:

All events should be human-

centered with the attendees at
the center of the planning.
2) THE AMBIGUITY RULE:

Uncertainty and ambiguity will be a part of

all events because there is always something
beyond the boundaries of our knowledge. That’s
why it’s important to constantly expand the limits
of our knowledge.
3) THE REDESIGN RULE:
When society evolves, technology will evolve.
However, the basic human need (to socialize) will
always remain the same. The changes we make are
just “redesigns” of our existing design where we
strive to give people what they always wanted—
but in a different way.
4) THE TANGIBILITY RULE:

While ideas do matter, what matters more is their

execution. With design thinking, the aim is to make
ideas workable.
PEOPLE-CENTRIC INTENTIONAL EVENT DESIGN IS
PRINCIPLES THE LAUNCHPAD FOR
TRANSFORMATIVE MEETINGS

PEOPLE-CENTRIC, PURPOSE DRIVEN

GROWING
THROUGH DUNBAR’S
COMMUNITY LAW
DEFINING YOUR EVENT MARKETING IS A COST—
PROFESSIONAL VALUE MUST BE CLEAR
VALUE

OUR VALUE
EQUATION

DATA
MEASURE NO
S SUCCESS EXCUSES
 ● CREATE FROM TRUST
● CREATE WITH TOOLS
THAT WORK
● CREATIVITY = PASSION
ACTIVATING CREATIVITY + CURIOSITY
AND PASSION ● EVERY EVENT HAS A
BUDGET
● CRAFTING YOUR OWN
FUTURE WITH
CREATIVITY
 ● WHAT’S WORTH 1%
OF YOUR TIME?
MASTERING AN EVENT ● KNOW YOUR
DESIGN PROCESS CULTURE
● THE IMPORTANCE
OF QUESTIONS
 PEOPLE WILL GROW IN THE
DIRECTION OF THE QUESTIONS
YOU ASK
USE YOUR QUESTIONS TO HELP
THEM EXPLORE ISSUES IN A
NEW WAY
 ● THE IMPORTANCE
OF PROTOTYPING
● THE HIT PARADE
MASTERING AN EVENT ● NEXT-GEN SKILL
DESIGN PROCESS DEVELOPMENT
● SUGGESTIONS ON
WHERE TO START
 ● WHO’S IN CHARGE?
● YOUR “A” TEAM
● SUPPLIERS AND
THE VALUE
BUILDING THE EQUATION
● HYPER-
RIGHT TEAMS CONNECTED DOES
NOT EQUAL
EFFICIENCY
○ BATCH YOUR WORK
● E-RFPs
 INTENTION #2:
LESSON 2 INTEGRATING
TECHNOLOGY
INTEGRATING TECHNOLOGY

● DATA IS THE NEW BACON, ● PLANNING FOR OUR

IT MAKES EVERYTHING MOBILE
BETTER
○ DATA AND STRATEGIC
PARTICIPANTS
MEETING MANAGEMENT
PROGRAMS (SMMP) ● TECH-ENABLED
○ USING DATA HAS ITS
CHALLENGES EVENT EXAMPLE
■ MANAGING
DISCONNECTED DATA
 1). NET PROMOTER SCORE
Top 6 Metrics to 2) REPURCHASE RATIO

Measure Customer 3) UPSELL RATIO

Loyalty 4) CUSTOMER LIFETIME VALUE

5) CUSTOMER LOYALTY INDEX

WHAT DOES A GREAT CLIENT OR
PARTICIPANT REALLY LOOK LIKE? 6) CUSTOMER ENGAGEMENT
SCORE
IF YOU HAVE DATA, USE IT.
CONSISTENTLY.
IF YOU DON’T HAVE IT,
START COLLECTING.
THE PRESSURE TO
● SEGMENTATION
PERSONALIZE ● ACCESSING DATA

IS REAL ●
●
MANAGING DATA
ENGAGEMENT INDEX
● EMBEDDED CONTENT
WHO IS PARTICIPATING AND
WHAT ARE THEIR NEEDS?
LEGACY & LOYALTY
 WHO IS
MANAGING YOUR ●
●
DIGITAL MARKETERS
DATA ANALYSTS
DATA? ● MOBILE APP DEVELOPERS
● INTEGRATORS
INSIDE THE DEVICE
 PLANNING FOR OUR
MOBILE PARTICIPANTS
 EMBRACE ● 3D PRINTING
EMERGING ● AI, CHATBOX & CX
● AUGMENTED, VIRTUAL &
TECHNOLOGY MIXED REALITY
● BIOMETRICS
OUR PROFESSIONAL ● DRONES
OPPORTUNITY
 ● FINTECH
● BLOCKCHAIN

EVENT ● FREELANCER & VOLUNTEER

SOURCING & MANAGEMENT

MANAGEMENT ● HAPTIC TECHNOLOGY

● IoT (THE INTERNET OF THINGS OR

TOOLS IoE THE INTERNET OF

EVERYTHING)
● LEARNING MANAGEMENT
THE BASICS OF OUR SYSTEMS
INDUSTRY ● LOCATION BASED TECH
● ROBOTS
● WEARABLES
WE CAN’T AFFORD
COOL TECH!
 MARKETING TO
LESSON 3 OUR (DIGITAL)
AUDIENCE
 ● “I WILL ATTEND BECAUSE…”
● EYEBALLS TO ENGAGEMENT
MARKETING TO ● THE ROI OF GREAT DESIGN
● MARKETING BASICS
OUR DIGITAL ● YOUR COMPETITORS

AUDIENCE ●
●
BEGIN WITH “WHY?”
CREATE PURPOSE
● PERSONALIZATION
WE CREATE EVENTS
● YOUR IDEAL AUDIENCE
WORTH ATTENDING ● MARKET BY DESIGN
● BUILD BRAND AMBASSADORS
MARKETING THROUGH
THOUGHT LEADERSHIP
DESTINATION
MATTERS

CREATE A SENSE
OF PLACE
SOCIAL IMPACTS AND
LEGACY BUILDING
 USING SOCIAL
PHYSICS AND SOCIAL
MEDIA
LIFESCAPING/LIFELOGGING
CREATE THE PERFECT
SELFIE MOMENT
 ANTICIPATE
EXPECTATIONS,
DELIVER RESULTS
SOCIAL MEDIA IS NOT A
TREND
—
MAJOR PLATFORMS
CONTESTS WORK!
 INTENTION #3:
LESSON 4 DESIGN THE
OPTIMAL BRAIN
EXPERIENCE
- NEUROPLASTICITY
- LOYALTY/RETENTION
- WAKE UP THE BRAIN
- INSTINCT & EMOTION
- ATTENTION & TRUST
- THE IRONY OF TRUST
WHY HAPPINESS AND
SURPRISE WORK
MOVING CONNECTIONS
TO INTIMACY
FOOD IS FUEL FOR NEUROTRANSMISSION

&

NEUROTRANSMITTERS RULE!
- SEROTONIN
- DOPAMINE
- EPINEPHRINE &
NOREPINEPHRINE
- OXYTOCIN
- ACETYLCHOLINE
KEY: BALANCE OF PROTEINS
TO CARBOHYDRATES
- KEEP MEALS LIGHT
- AVOID THE WHITE
- HYDRATE, HYDRATE,
HYDRATE!
- FLOSS
- MANAGING DIETARY
NEEDS &
PREFERENCES
 INTENTION 4:
LESSON 5 OPTIMIZING
LEARNING AND
PERFORMANCE
OPTIMIZING

MAKE MOMENTS MATTER

- HOW TO SAY “HELLO”
- NUANCES OF LEARNING
- TRAINING IS NOT A
MEETING
- TRAINING SCENARIOS
- GAMIFICATION
- DESIGN FOR LEARNING
OUTCOMES
USING THE SECRET POWER OF STORYTELLING
A GREAT STORY STARTS
WITH INTENTION
- POWER OF THE
PRESENTER
- POWER OF THE
PRESENTATION
- CAPTURE & KEEP
ATTENTION
- VISUAL LEARNER KEYS
- CREATING EMOTIONAL
NARRATIVES
- USING NOSTALGIA
PRESENTATION FORMATS
DRIVE RESULTS
- TAKE OWNERSHIP OF
HOW LEARNING IS
DELIVERED AT YOUR
EVENTS
- DESIGNING FOR IDEA
FLOW
- INVOLVE ME & I WILL
REMEMBER
USE THE POWER
OF PLAY
 VIRTUAL EVENTS
AND HYBRID EVENTS
 INTENTION #5:
LESSON 6 SPACE FLOW AND
SEATING DESIGN
OUR INDUSTRY DOES NOT CREATE
TRENDS, WE FOLLOW TRENDS
OUR DIRECTIVE:

WOW THEM!
SENSE-ATIONAL:

ANTICIPATION &
ARRIVAL
COLOUR IS POWERFUL
CONTROL THE
ENVIRONMENT
 INTENTION #6:
LESSON 7 IMMERSIVE FIVE-
SENSES DESIGN
UPDATING TRADE
SHOW DESIGN
- STEP 1: BOOTH
DESIGN
- STEP 2: HUMANIZE
THE TRADE SHOW
- GET LEADS
- BOOTH PERSONNEL
- RETHINK: PRACTICAL
IDEAS
EVERYONE IS
WELCOME :)
BUILDING ACCESSIBLE
EVENTS FOR DIVERSE
COMMUNITIES
VIPs & THE
DEMOCRATIZATION
OF EVENTS
- SAME EXPERIENCE,
MORE COMFORTS

- VIPs DON’T WAIT IN

LINE FOR
ANYTHING …EVER!
INTENTIONAL
SWAG

- STUFF WE ALL GET!

LESSON 8 THE CASE FOR
WELLNESS
 DISCUSSION
WITH AN EXPERT:
JEFF DUNCAN
STAY CURIOUS
CHECKLISTS &
QUESTIONS
 CONGRATULATIONS!
YOU HAVE COMPLETED THIS MODULE!