In episode four of the Savvy Event Planner Podcast I interviewed a 25 year veteran of the Walt Disney Company. James Songster shared his insights on how Disney creates amazing experiences for their guests. If you haven't listened to the episode, you can find it here.
A few days after our conversation, James sent me a link to the video above. It takes less than two minutes and you should watch it now!
What lessons can you take from this?
James wrote: “This Disney World Commercial has 0 words and completely communicates the brand message.”
Yet an amazing job of establishing expectations.
The combination of imagery and music blend together to excite viewers. It makes you anticipate the possibilities of a visit. When you watched the video, could you picture yourself experiencing the adventure?
Or if you have visited, does it revive your memories?
Could you sell people on your event with no words?
If not – “How could you?”
What expectations do you want people to have when they attend?
You'll need to work backward. Make a list. Nail down exactly what your event provides. Determine how you deliver the content. Does it touch a nerve? It must.
How should your guests feel when they experience that moment?
Once you have a list, you know exactly what buttons to push. The key is to grab the attention of your audience. Then deliver the feeling. Plus, you must do it in a manner that increases desire.
How could you convey emotions visually?
Head shots of your speakers are only hype.
The event pages of yesterday don't cut it in today's world of content wary workers.
You need to make things personal.
In the Disney clip, they started with workers getting things ready for the guests. It showed a level of care and concern to make sure everything is right.
You saw the guests arrive in wide eyed wonder of the adventure that awaited them. You saw the excitement in on the faces of the guests.
You saw the pleasure on the cast mate's faces as they interacted with visitors. Enjoying the unique elements of the moment.
The video ended on a family sharing an incredible finale to a wonderful day. A day where they obviously laughed. Had fun. Bonded.
A day in which life long memories were created.
Use this shining example.
You can't copy Disney, but you can use them as an inspiration. Imagine sharing your upcoming event in a similar way.
Show your guests the venue, with their staff preparing for their arrival. Let them see smiling faces, laughing, concentration and breakthrough moments that will take place.
See the big picture, then capture the short images and clips that tell your story.
Can you visualize the impact?
For one off events, you may not have footage or photos to draw upon. For annual events, you may. Either way, now is the time to think about adding this piece of the puzzle into your planning and marketing mix.
Getting your people excited is just the first step to building your audience. From there, it will be your job as an event planner to present the details in a way that continues to build the experience.
Find this article inspiring or helpful?
Let us know your thoughts in the comments below. A short note on an action you may take or a thought that may help others is always appreciated!