A truly great event doesn’t just meet expectations—it exceeds them at every turn. From the first interaction with marketing materials to the follow-up emails afterward, every touchpoint shapes the attendee experience. Successful events make participants feel valued, engaged and eager to return.
Event professionals can ensure their gatherings stand out by using the WISER framework, which is designed to create remarkable experiences that attendees can’t help but talk about. By incorporating elements that are Witty, Immersive, Shareable, Extraordinary and Responsive, events become memorable experiences that leave lasting impressions.
Witty: Making the Experience Clever and Engaging
Being Witty doesn’t mean using humor, which can be subjective. It means using clever language, being more creative, and always having fun. Just making attendees smile can cause them to feel more connected to the event.
Every aspect of an event, from registration emails to directional signage, should be designed to be fun and engaging. Instead of a standard “Welcome to Registration,” try something like, “You Made It! Let’s Get This Party Started!”
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Custom name badges with fun, conversation-starting prompts can also set the tone for a more interactive experience. Witty language can also be used in directional signage, announcements, programs, slides and even in the bathroom. Injecting wit into the experience keeps it fresh and memorable.
Immersive: Designing an Experience That Captivates Attendees
Attendees should feel part of something bigger the moment they walk in. An Immersive experience engages the senses, eliminates friction, and ensures a smooth journey from start to finish.
Read More: Lessons from an Immersive New Orleans Experience
One way to achieve this is by ensuring all event elements are thoughtfully connected. Poorly designed—such as confusing signage, awkward scheduling or unclear communication—can disrupt the flow and leave attendees frustrated. Instead, each part of the event should flow seamlessly into the next.
Thoughtful details like ambient music, strategic lighting, enticing scents and unique snacks can engage multiple senses. Interactive elements like live polling, augmented reality experiences or hands-on demonstrations add depth to engagement. The more seamless and multi-sensory the experience, the more attendees will feel immersed.
Shareable: Encouraging Organic Word-of-Mouth
Your attendees should be your best marketers. The key to making an event Shareable is to create moments where people naturally want to pull out their phone and tell others about it.
Encourage sharing by designing Instagram-worthy spaces, unexpected surprises, or exclusive experiences that attendees will be excited to talk about. Think of a beautifully designed lounge with an interactive digital display, a surprise guest, or a unique giveaway as examples.
The best word-of-mouth marketing happens when people share moments organically—so you shouldn’t have to ask. Be intentional about the moments you want people to share with friends, colleagues, and social media followers.
Extraordinary: Elevating the Event Above Expectations
Ordinary events are forgettable; Extraordinary events leave a lasting impact. But being Extraordinary doesn’t have to mean expensive – it just means being better than ordinary!
One of the simplest changes is using double-sided badges that hang at an appropriate length so they aren’t constantly flipping around. This allows people to focus on conversations rather than struggling to read a nametag.
Small details often make the biggest impact. But it works both ways. Seemingly minor inconveniences—like insufficient charging stations, uncomfortable room temperatures, or a lack of healthy snacks—can quickly subtract from the experience. Thoughtful planning ensures that even the smallest details contribute positively to the overall event atmosphere.
Responsive: Engaging With Attendees Before, During and After the Event
Attendees appreciate feeling heard and acknowledged, and how an event handles communication can make or break its reputation.
Read More: It’s All About Engagement!
Being Responsive means answering questions and addressing concerns promptly, as well as engaging with attendees post-event. Go beyond standard surveys and collect meaningful qualitative feedback through open-ended questions, focus groups and social listening, and use AI-powered analysis to identify common themes.
When attendees post about the event, acknowledge their comments and engage in the conversation. Consider sending a personalized follow-ups that shows highlights from their specific experience.
Conclusion
A truly exceptional event doesn’t need to include every element of WISER, but the more components that are incorporated, the more memorable the experience will be.
Attendees want more than just another conference – they crave immersive, engaging, and thoughtful experiences that are both educational and entertaining. Elevating events through Witty, Immersive, Shareable, Extraordinary, and Responsive elements ensures they will be remembered, talked about, and anticipated year after year.
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Dan Gingiss is an international keynote speaker and customer experience expert who believes that a remarkable experience is your best competitive advantage. His 20-year professional career included leadership positions at McDonald’s, Discover and Humana.
Gingiss is the author of two books, “The Experience Maker” and “Winning at Social Customer Care,” and he co-hosted the award-winning “Experience This!” podcast. Learn more at dangingiss.com.
