More and more companies are embracing experiential communication and neuromarketing nowadays. This type of communication seeks the complicity and total engagement of event attendees, building positive emotional ties, fostering brand positioning and increasing the closeness to a product, service, or company values in a deeper way.
In this sense, experiential spaces aim to arise different feelings and emotions in the audience. A experience that benefit both the brand and the attendee, offering a bespoke event especially created for them.
In the field of event management, communication through sensorial stimuli that foster attendees’ engagement by the use of specific actions, set-ups, or venues generates experiences that leave a remaining, positive trace in their memory.
The emotional spaces are aligned with 360 degrees events combining elements such as decoration, lighting, colors, design or personalization. These events require of a full involvement of the 5 senses of the attendee, and from event professional to create holistic, personalized experiences that transmit brand values. The inclusion of technological activities that help participants to engage and live exciting, interactive experiences are more and more required.
As it is crucial to endow this type of events with high-impact activities able to generate a big expectation in the client. Which are the actions that can arise those types of emotions in the users?
It is important to bear in mind the importance of the WOW moment in order to offer surprising experiences in the right time. The latest generation of technological resources (i.e. virtual reality, augmented reality, or interactive video mappings) will be powerful tools that, at the service of creativity, will help to express and maximize this type of communication. Activities that remain in the attendees’ mind and can be long associated with specific experiences.