The PS Events Group is urging fellow event organisers to prioritise ‘Emotional Value’ as a critical factor in event evaluation and is encouraging clients to recognise its significance in shaping the long-term impact of events.
The phrase has resonated with the company’s clients and has become a key part of its growth strategy as businesses and brands increase investments across production, content and the length of events.
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,” comments 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.”
On speaking about how this can impact event evaluation, Lucy added, “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 up 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,” concludes Lucy. “We’ve found this idea of Emotional Value has really worked for us; it may work for others too.”
