As part of our four-part series “Event experience: Manipulation of emotions?”, we talked to Dennis Cassina, Live Communication Consultant at Suva, about emotions, target group requirements, and successful event experiences.
Dennis Cassina: For me, an event experience is successful if I remember it for a long time as if it was yesterday.
At our events, we use tools that appeal to all the senses so that we address the target group on all levels. Our event strategy is clean. We are a compulsory insurance company and have a certain positioning as a result. It wouldn’t be in our customers’ interest to stage events too perfectly with an excessive “wow” factor. Instead, the focus is always on the content. Topics are communicated to a selected target group in a personal, interactive and emotional way.
What are things to avoid?
Scented rooms. These can have a positive effect, but there is often a fine line, especially if a scent needs to appeal to larger crowds.
Each target group has its own needs that have to be met. If these are not satisfied, the experience can have negative connotations. That is why the event message for each target group is so crucial. This message needs to be geared to the purpose of the event and any requirements. A different location setting will be created for HR professionals, for example, than for construction workers.
However, the event message must always fit Suva’s image and communication
We face a certain amount of competition, but we cannot act like a private insurance company whose only obligation is to its shareholders.
They are completely different: from the event setting and location to the feel-good atmosphere. During the coronavirus pandemic, we realised that a webinar is ideal for office staff. They can log in just beforehand and continue working immediately afterwards. 45-60 minutes is sufficient for them in terms of conveying information. On the other hand, we have seen that digital events do not work well for manual professions – here we need a stage to present content, such as at a trade fair for example.
Occupational health is the most emotive topic for us, and not something we could convey well digitally. Live events and trade fairs are more effective for this topic, and the target group is more accessible. Based on surveys, we have found that live streams are a less effective way to convey emotions and get the message across. Having said that, there are still benefits to be obtained from digital events. We have been able to achieve a long-term expansion of touchpoints by contacting non-participants or integrating them in marketing activities. The barrier to participate in these events is also lower.
Emotions also play a big role for us. However, certain issues, such as HR regulations, are more challenging when it comes to communicating and evoking an emotional response. Occupational safety, on the other hand, is a very personal topic; it explicitly deals with a person’s life and is an area where emotions are easily aroused.
With this in mind, we have so-called prevention ambassadors, who report live about their experience and what has happened to them
You always have to press the emotional button. Surprises are also part of creating emotions and experiences, making topics really memorable to derive the desired added value.
Dennis has 25 years of professional experience in live communication. He has spent a large part of his career working in the trade fair sector. For the past 5 years, he has worked as a communication consultant with responsibility for Suva’s events – agency events, trade fair appearances and sponsoring events.
