A theme doesn’t have to ascertain a gimmicky feel, nor does it have to follow strict guidelines (except for Covid-19 ones of course!). A conference theme can be a subtle element, with the ability to connect your audience and achieve your event objectives.
Let’s discuss what a theme could achieve within your event – be it a Product Launch, Roadshow, Team Building or Conference. Below we explore the key reasons a theme can develop and enhance an event experience. We discover how it has the power to set the tone, create lasting memories and draw attendees in.
It creates a buzz. Attendees will get excited about a theme, if it is chosen well. If marketed to your audience from the initial stages, it can create a real sense of anticipation and excitement prior to arriving. From teasers during the Save The Date letters, to the big reveal during the Invitation, and further details in your Joining Instructions, it can create a real thrill even before arriving.
It aligns with your business. The key to a successful theme is to select a theme that aligns with your objectives and personifies your business. They don’t have to be quirky or unusual, they can take any form, so long as it focuses on your event or business objectives and/or your brand identity. If ‘tradition’ is your brand identity a ‘Future Heritage’ theme sets the tone for sessions and networking. It can stress to the attendee the importance of tradition.
It breeds creativity. Most brands like to be considered as creative and innovative in their thinking. Take an airline theme as an example for a brand with various global products. Theatre style set up with strip lights down the walkways, a cockpit-style set, lunch served on authentic airline trays and ‘check in’ for accommodation before heading to ‘baggage drop’ to leave luggage. Syndicate rooms can be named ‘Gate 1’, ‘Gate 2’ etc. Small touches that do not affect an attendees experience, but instead enhances it.
It promotes communication. Networking is an important part of most corporate events, be it a Christmas party or a conference. A theme can create the perfect conversation starter, as attendees always look for new ways to introduce themselves. From a company standpoint props and décor create a sense of impact and if used correctly can engage attendees through interactive elements, and initiate “ice breaker” conversations whilst interacting with these props/décor.
It keeps content interesting. We’ve all seen different content displayed in the same old way at most conferences. A theme can draw people in and make your content feel unique if applied correctly. This can be through the use of props, PowerPoint, visual aids or even in a verbal manner.
It has a visual appeal. The theme can be applied in all or just some ways. Pre-event communication, printed booklets, signage, furniture, décor, presentations, catering – there are endless possibilities. It brings your message to the eye, rather than just verbally, and helps to stand out above others. Gone are the days of 4 white walls! Visuals also have been proven to have a lasting effect on memory.
Of course, a theme is not always practical with every type of event. Fundamentally it is up to you to decide if the above is applicable and would work for your style event. The attendee demographic must be considered – Are they the type to respond to such an approach? Is it fully appropriate for your content? Have they experienced themes before? Chat to our Event Plannners at Hippo to discuss how a theme could be implemented and executed to it’s maximum – we love a good chit chat!
The alternative is to look at creating an Event Identity. A visual identity can be the heartbeat of an event. Designing and implementing concepts, logos and tag lines, distributing gifts and awards – this constitutes an Event Identity. The coherence of the graphical elements used on event materials and digital platforms sets the basic standards of ‘branding’, as opposed to installing a ‘theme’ to your event. As always Hippo can assist with this too, through our end-to-end Event Project Management service.
Hippo offer Event Project Management and Global Venue Finding services. Please feel free to contact us today on 01372 460 100 or email on enquiries@hippoevents.co.uk