You don't have to be an event enthusiast or design lover to bring events to life with creativity. But it does take a plan. A good plan. And exciting ideas. Because it's a well-thought-out event design that makes an event unique and unforgettable. If you want to be best remembered, you should consider certain factors to reach the right target group. A guide to success – using the example of our project for Lincoln Electric and the international event WorldSkills2022, which took place in Cleveland (USA).
Whether it's an international trade show, an internal employee event, or a customer event, attendees always want to feel comfortable while being excited and inspired. This is a unique opportunity to communicate your company's values and messages and connect with customers, employees or business partners. And to bring your brand or corporate culture to life in a way that is appropriate for your target audience.
Event design is one of the secrets behind successful events and can make all the difference when it comes to reaching your target audience and driving awareness. It plays a crucial role in creating memorable experiences and therefore it should not be underestimated! This is because event design goes far beyond the aesthetic and serves functional components. Often, conclusions are drawn unconsciously about the quality of an event, which can contribute significantly to sustainable success and have a positive impact on your company in the long term.
Therefore, put together a successful overall package that is adapted to your communication. Beautiful and appealing or cool and casual, the important thing is that there is a coherent concept and a common thread in the implementation. This allows you to create a coherent, impressive event with an authentic atmosphere. Do you want to stage an incomparable experience? Then consider the following components:
The first step to creating an event design that is appropriate for your target audience is to understand exactly who your target audience is. Who are the people who will be attending your event? What are their preferences, needs and expectations? What kind of experiences are they looking for? WorldSkills 2022, for example, was an international event attended by young people between the ages of 16 and 22 from around the world. Some of the participants train for years for this professional competition and are highly motivated to win here. Understanding this audience allowed us to develop an event design that reflected the passion and commitment of the participants as well as their language and the content of the competition.
A clear and engaging message is a critical factor in event design. At WorldSkills 2022, the claim was "Meet the Best of the Best. Building the future." which summed up the excellent atmosphere, the intense preparations and the incredible motivation of everyone involved. This slogan helped shape a unified and target group-oriented concept that was understood across national borders. The best of the best from all over the world took part – the future leaders in the welding trade. "Building the future" also reflects the importance of welding as an activity that is used as an essential ingredient in the construction of the largest and most impressive buildings in the world. This requires young people who will continue to work in this profession in the future.
Visual elements are a powerful tool to reach and engage your target audience. For example, at WorldSkills 2022, avatars were designed with a dynamic, futuristic look. These were inspired by the gaming scene and represented the technologically advanced and forward-thinking nature of the participants and the event itself. And most importantly, they spoke the language of the target audience. At the same time, there was a teaser film with matching visual and audio language.
An event design that is appropriate for the target group should aim to create a unique experience in advance in communication and, of course, on the location itself. We accomplished this at WorldSkills2022 with several things. First, the entire location was branded and provided with appropriate messages. Goodie bags with various merchandising items and a dedicated store rounded off the experience of arriving at the location. Secondly, we staged a very special awards ceremony at the closing. The location alone was very impressive: all participants and guests were welcomed in the Dome Theater of the Science Center in Cleveland. Emotional music and gripping videos – as a crucial part of such an award ceremony – could not be missing either, of course. For this, we prepared several short films: a summary of the entire 7-day event, which was cut at short notice the day before, and an opener clip that immediately put people in the right mood.
One way to make your event design relevant to your target audience is to create opportunities for interaction and engagement. For example, at WorldSkills 2022, an interactive string installation was created in the lobby of the venue: Visitors and participants were invited to answer a series of questions by arranging colorful strings, which allowed for an additional level of participation and interaction while leaving a lasting impression.
Target-group-specific event design is a critical factor in the success of any event – and is a great way to bring your unique company culture to life. By understanding your target audience, developing an appropriate message, utilizing visual elements, creating unique experiences, encouraging interaction and engagement, and being flexible and willing to adapt, you can make your event an experience that engages and inspires your target audience. And, in the best case scenario, one that will be talked about for a long time to come. WorldSkills 2022 is a great example of how these elements can be successfully put into practice.
