Secrets to Creating Memorable Event Experiences

Producing a professional event takes hundreds of hours of hard work, creativity, and meticulous planning—but what happens once it’s over? Does anyone remember or think about it again? This is one of the biggest considerations for the events industry. How do you create an event that is unique and entertaining, achieves its main purpose, and is remembered for weeks, months, and even years afterwards?

At JTPM, we’ve been producing events since 2013 and have learned what it takes to turn an ordinary event into something truly extraordinary and unforgettable!

Here are our top five secret ingredients:

1. Storytelling – Producing an event is a bit like telling a good story; it has a beginning (the planning and marketing), a middle (where all the action happens), and an end (the reporting and debrief meetings). As event producers, we take our guests on a journey often lasting several months, from their first invitation to the final feedback form, and through the climax of the story—the event itself. Every element and decision provide an opportunity to continue weaving your story. Starting from the event purpose and goals, design and theming, programme and marketing, to the selection of table centrepieces, catering, and music—every detail contributes to creating a consistent and compelling story.
    
2. Emotional connection – There’s a Maya Angelou quote that says, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This is true in all areas of business and life—including professional events. The truth is event attendees won’t remember the programme breakdown or venue layout as much as how they felt in a particularly moving session or engaging activity. Sharing personal stories and providing opportunities for interaction and connection are some great ways to inject more emotion into your event. Whether it’s about overcoming obstacles or rallying around a common cause, tap into the experiences and issues people can deeply relate to and unite over, and you’ll create memories and maybe even friendships that last.
    
3. New technology – Technology has transformed the way we produce events, particularly since the pandemic. Traditional ideas and methods of delivering events are being combined with innovative tools, which can reduce the amount of manual work (potentially saving thousands of pounds), increase attendee engagement and satisfaction, and provide greater visibility and data collection than ever before. It’s important to keep an eye out for new technology or use existing technology in innovative ways, but the key is to think about technology from an outcome and experience perspective so it serves a meaningful purpose. Professional online event platforms (not Zoom!), mobile event apps, digital programmes, QR codes, 360 photo booths, and interactive screens are all great tools that can turn an otherwise ordinary event into an exciting and immersive experience.
    
4. Personalisation – No one likes to feel like another random number in a crowd, even when they are literally one of thousands attending a major event. If you can make each event attendee feel valued and seen, they will likely have a more enjoyable time, develop a stronger connection to your brand, and remember the whole experience for a long time. It can be as simple as remembering and including their name on any tickets and merchandise such as lanyards, or taking the time to understand their interests so you can share customised communications and suggestions. Providing a flexible programme and plenty of variety and options to choose from will also allow guests to ‘choose their own adventure,’ providing a greater sense of individual ownership and autonomy over the event.
    
5. Follow-up – Your event does not end when the programme does, when the last guest leaves, or when the lights go out at the venue. Remember, the event may be the climax of your story, but there is still the ending to write and wrap up in a big red bow… In the weeks and months after the event, there will be photos, videos, and highlights to share and also re-share from attendees and stakeholders. There are summary reports and official thank you notes to send. And you will need to seek feedback from all parties involved. A well-written and designed questionnaire will provide one more opportunity for attendees to reflect on their experience and remember all the things they loved most—extending the life of your event well beyond one day!

Apply these five elements to create an engaging and unforgettable event. If you need support or inspiration, reach out to JT and make your next event memorable and extraordinary!