Why every event needs an aura
Freelance creative director Robert Dunsmore on why every successful event needs an an intangible energy, an invisible halo of a living thing”
“What does our event need?”
It’s a question that comes up a lot in meetings and workshops - or pitches like last week. (I’m a creative; I’m in pitches a lot.) I’m a believer in culture strategy over communication strategy, so I replied, ‘Give it an aura’. As much of a question as an answer, but I think successful events do have an aura.
Andy Warhol’s essay Fame describes how a big company wanted to buy his aura. They were explicit. They didn’t want more Andy Warhol product or Andy Warhol output. ‘We want your aura’, they said - and according to Andy they were willing to pay a lot for it.
There’s the thing. An aura is an intangible energy, an invisible halo of a living thing. Something that only someone else can see and they only see as much of it as they want to. It’s all in the other person’s eyes - and for our events, it’s in our delegates’ and audiences’ eyes. It’s complicated.
So, make it simple. Write down what you stand for, what your event lives for. A manifesto of your purpose, your values, who you are, what you do and how you do it. This is about the living soul of your event, your purpose, not your product. Your purpose is the reason your event exists, and while the product needs space to evolve the purpose remains a constant.
This is your culture strategy. An event energy, a spirit you can take anywhere. It will set your event apart from your competitors. Let it breathe, give it space to grow, let your audience join in. Let it be your event beacon, a distinctive atmosphere for your experiences around your event and every iteration of it. Rocket fuel for your event.
Essential flavour
Aura is an outside-looking-in-energy. Concentrated content is key for your aura as a content creator. Think of it as a rich concentrate that your audience can dilute and share. Tasty bites, engaging, relevant and story-led around the essential flavour of your event purpose.
It is the start - not the end - of a conversation where the magnetic storytelling, visuals and messaging experience correlate with perceptions of your event. It’s a tasting menu for your event.
Aura has star quality. Articulate the conversation by showcasing the people behind the event. Accessibility and likeability of the leadership facilitates connection and familiarity stimulates free thinking conversation.
Extend the conversation by listening. Let capable content creators bathe in the warm glow of your aura and develop the talking points into the zeitgeist for the next event. From top down to peer-to-peer, highlight individuals within the industry or your event company that embody your aspirations, values, and purpose. An aura grown in the reflection of your audience builds on the powerful energy of belonging. The power of us.
Photo by Victor Rodriguez on Unsplash
Photo by Victor Rodriguez on Unsplash
Photo by Andy Holmes on Unsplash
Photo by Andy Holmes on Unsplash
Identity is everything
Aura is a halo for your identity. A living reflection in the eyes and minds of your audiences. Identity is everything today, it cuts through the noise, through the complexity of our everyday, always-on existence. It is your superpower and can be theirs too. A constant in a world of change, a safe space where it is easier to inspire action.
Aura is a force for more. For sure, vision, mission, brand, or PR are part of the story but not the only story. Your aura is the power of your audience. Their view of you, their version of your event, their behaviours, belonging and the beliefs they bring to your environment. With an event aura what’s theirs becomes yours.
Their power, your glory.
Built with Shorthand