The PS Events Group is urging fellow event organisers to
prioritise ‘Emotional Value’ as a critical factor in event evaluation.
The creative production company, which works with clients
across automotive, data tech, sporting, construction, and medical sectors, is
pushing clients to allow more space and time for the event to create an impact
on delegates, and to see this as a crucial part of its success criteria.
“We see events like films, or your favourite Netflix
binge-watch. We want to build the tension, the storytelling, and the drama,” said
Lucy Nicholls, CEO & Founder, The PS Events Group. “We want to take them on
an emotional rollercoaster which ebbs and flows, but over time connects a guest
to the story throughout the event, and make it stick, forever.
“We want to blow
people’s minds, we want them to cry and laugh, to gasp and be moved, but we
really care about what they do the day after, or in the years beyond. Do they
buy more products? Are they more loyal as consumers? Do they feel more valued?
Do they believe in their company more than they did before that event spoke to
them?”
“Emotional value sits in this idea of escapism. Delegates
don't want to feel like they’re going to work and it's just another day. They
need to be placed on a different trajectory to take on different information
and escape the norm to open and receive the event’s key messages. We want to go
beyond the norm to create the wow.”
The PS Events Group will launch a series of webinars across
its client roster to develop this concept and support in-house event
organisers, brand marketers, and company directors to sell this long-term
impact internally.
“Event evaluation is a world of pain, we have ROI, ROO, and
ROE, these all really matter and support our clients in justifying the
investment in events,” added Lucy. “We’ve found this idea of Emotional Value
has really worked for us; it may work for others too.”
