Turning Events Into Moments That Matter

The most memorable events go beyond logistics and content — they create spaces where people feel a  sense of connection and belonging. By focusing on relationships, engagement, and inclusivity, you can turn any event into an experience that resonates deeply and leaves a lasting impact.

Build unforgettable event experiences by focusing on relationships and belonging

Legendary film director Steven Spielberg once said, “I always like to think of the audience when I’m directing, because I am the audience.” Spielberg understands that emotional connection keeps audiences engaged and invested. It’s a theme that runs through many of his most famous movies.

Take 1982 classic E.T. the Extra-Terrestrial, which touches on themes of connection, loss, and belonging. By expressing these emotions and playing on the vulnerability we can all relate to, Spielberg invites the audience to see themselves in the movie.

Come together

Spielberg creates emotional bonds with his audience through storytelling. And businesses can also tap into emotions to build stronger connections with their customers.

A Harvard Business Review study found that when companies connect with customer’s emotions, the “payoff can be huge”. It showed that when people feel a strong emotional connection to a product or service, they’re 52% more valuable to a brand than highly satisfied customers.

The study also found that teams with a “strong sense of belonging” perform 56% better. And people who feel belonging “thrive both personally and professionally.”

You really got me

In our industry, in-person events can help build this emotional connection with a company or a product. They can create deep connections, build company culture and lasting relationships. Plus that sense of belonging, which is hard to achieve in a virtual environment.

So, how do you make attendees feel connected? How do you turn a simple event into something people remember?

The key is to sell belonging, not just an event. Make your event feel like an opportunity to build relationships and be part of something bigger. You’ll then attract attendees who are engaged and invested in the experience.

Here’s how you can frame this shift:

1. Create inclusive experiences: Make sure everyone feels welcome and valued. Design your event to encourage people to network, collaborate, and talk openly. Ensure that attendees feel like they’re part of a larger conversation or mission.
2. Emphasize networking and relationship building: Build time into the schedule for informal networking opportunities. Allowing people to make authentic connections. These conversations lead to partnerships, collaborations, and friendships that go beyond the event.
3. Design for engagement: Don’t just present content. Create interactive experiences that allow people to contribute, collaborate, and share. Whether it’s through group discussions, team-building exercises, or creative workshops. Give attendees the chance to participate and feel like they belong.
4. Make the most of your event space: The environment plays a big part in helping people feel like they belong. Design spaces that encourage mingling, collaboration, and interaction. Comfortable seating, open spaces and areas for casual conversation can create a more welcoming atmosphere and promote a stronger sense of community.
5. Focus on personalization: People want to feel like the event is tailored to their needs. Personalized agendas, customized content, and unique experiences can help attendees feel like they are part of something designed just for them.

Stuck in a moment

When you sell belonging, you’re not just selling an event — you’re selling an experience. Virtual events will continue to play an important role, but there’s no substitute for the connections that happen in person.

Creating a space where people feel they belong is what makes an event unforgettable —leaving attendees fully immersed in a moment. Certainly no need to phone home!

Originally published Jan 24, 2025 7:00:00 AM