Not Just Attending, but Experiencing: How Acquire Redefines Event Engagement
Last week, one of our clients said: “Acquire is not an events company, You are in the business of creating memorable experiences.” This got me thinking about the difference between an event and an experience. Both are gatherings, typically of a social nature. An event checks a box, is often obligatory, and consists of attendees sporadically checking their watches in anticipation of an acceptable exit time. An experience is rich. It is more than just dinner. It leaves an impression. There are a few things that make a gathering more than just an event, but a high-level, memorable experience that guests will remember.
It’s all in the details - The details begin before the experience comes to fruition. The most important details are details about your guests. Who are you looking to include? What will they enjoy? What needs to happen to ensure that they will be put at ease and made to feel comfortable? All of the decisions about what your experience will consist of stems from the answers to these questions. Creating a run of show that checks boxes will create a sterile event. Creating an experience that is ripe for connection has to do with people first, then logistics.
Everyone you partner with should elevate your brand - Whether it’s the restaurant you choose, a company cosponsor, or a vendor like Acquire, partner with those that elevate your brand and, quite simply, know how to make you look good. When done right, we all amplify each other. It’s a win-win for everyone involved.
Even the absolute best event locations are not properly equipped to set the tone for connection - We recently hosted an event for a client at a 2 Michelin-starred restaurant. Restaurants are awarded stars for their food, but elegant and uplifting service is also considered. I went into the night thinking my work would be done for me. I had chosen an exceptional place to host this important gathering. I was wrong. There were blips in service, hiccups in timing, and awkward interruptions from their staff, all of which I was able to circumnavigate so that the guest didn’t even notice it was happening. The lesson was that even at the highest level, it takes an extra touch to ensure that the outcome will be flawless.
It’s ok to show who you really are- The tone you set in the first few minutes will set the tone for how people engage throughout the night. The tone should amplify your intention. For example, if the goal is to get to know each other and build relationships, begin with an opening roundtable discussion with a question prompt that allows people to be open and vulnerable. It’s ok to share parts of your true self. This is the foundation for building trust, which is key to building long-lasting relationships. Your clients and prospects expect it.
You want to be memorable? Make people feel something - people connect to people and stories. Knowing your attendees intimately, what they are into, and what makes them tick, will pave the way for creating memorable moments. I don’t talk about this often, but I am an empath. I was great in restaurants because I could literally feel when the guy across the room was about to run out of water. I can’t explain it. It makes the real world a wildly overstimulating place at times, but it is a gift that makes me better at what I do, so I am grateful for it. I can feel when our guests are truly enjoying themselves, but there are also physical markers: they lean in, they forget what time it is, they stay until long after the dinner is over, and they exchange information with new ‘friends.’ The only way you see these results is when you are able to truly put people at ease, pull at their heartstrings, and make them relax into the space.
Always look for opportunities to create ‘wow’ moments, remembering that it doesn’t have to be expensive to be impactful - Years ago, one of my favorite couples in the world was celebrating their anniversary. They hired us to create a dining experience in their home. When crafting the experience, I thought through how to create truly memorable moments. This was not the most simple task, as these folks have experienced some of the most top-notch dining in the world, but they love Burgundy and we were serving a Domaine Dujac Charmes Chambertin 2006 with the main course. I called Jeremey Seysses, the owner and winemaker of the Domaine, and asked if he could film a short video speaking about the wine and wishing them a Happy Anniversary. It was harvest, so it was a long shot, but he complied. This was also during the pandemic when travel was missed and Burgundy felt so out of reach. Jeremy stood in one of his vineyards with his iPhone and shot a heartfelt message to two of my favorite people. They were speechless. It made an impact. It cost nothing. You don’t need to know a cool French winemaker to have this level of impact. Maybe it’s a personalized
Personalized follow-up is key for relationship building- Your guests will leave, but how you stay connected to them post-event is key for maximizing impact. We take notes on our guests. Maybe it’s where their daughter is going to college, what cocktail they like, or an important event date like an anniversary or birthday. We call this ‘connecting the dots’ and we do this so that you have information to craft a truly personal follow-up.
Creating a memorable experience is more than just planning a beautiful dinner. Even when the meal is flawless, it is rare that guests remember exactly what dish or wine was served. They will remember how the experience made them feel. Elevating your brand is not only about partnering with people who make you look good, but taking it a step further and partnering with those that understand what drives connection. At Acquire, we understand intimately how to go above and beyond, creating memorable experiences that elevate your brand, drive connection, and build long-lasting relationships.