Don't Miss

The Secret of Key Events

By on May 10, 2012


I’d like to talk to you today about the secrets behind memorable events. But before giving you the recipe for success, let’s define the very nature of such an event. What constitutes a memorable event? What is its purpose, its role? A memorable event has long-lasting impact on the attendees. It transforms our day-to-day business by creating lasting change among the participants. It helps the company move forward.

But why is it so important to create memorable events now? In the current economic environment, companies require productivity, performance and profitability in every aspect of their operation. There is no room for extravagance or excessive spending that doesn’t contribute directly to improved profitability.  Transforming your events into memorable ones will give you the opportunity to help increase the performance of your organization, and thus make you a key contributor to the company’s success. This will allow you to thrive in your organization.

For starters, I believe that a corporate event is one of the most powerful tools of transformation and progress within a business. I have worked in this field for over fifteen years and I have had the opportunity to witness events which have revolutionized both the event participants and the company for which they worked. This is why I strongly believe that event planners have the capability to be the protagonists of change.  As event planner, all you need to do is to master the rules of the trade.  The purpose of my nine-article series is to share my observations and my industry know-how to help you create events that generate the greatest benefits for your organization.

The fundamental principle: a memorable event is like a classic cinema masterpiece.  Its purpose is universal (it speaks to all audiences), its content enriches us (I’m a better person because I have seen it), and the experience helps us ascertain its message (I remember its moral).

Are you ready for some guidelines that can help you design, organize and produce your next event?

1 – Is the topic of my next event universal?  Does it touch everyone involved? An easy way to assess the universality of the theme is by asking a few questions. Does the subject matter address common concerns about personal development within the company, such as fulfilling dreams, exceeding goals, facing adversity, starting over after a setback? Other concerns may include making a difference in life, making a contribution, improving one’s performance, enhancing one’s quality of life, personal growth while making things better for society, etc. The more universal your theme, the easier it will be to generate enthusiasm and engage ALL your participants.

# 2 – Does the event content enrich the participants?  It’s normal to worry about the image and impression your event makes.  Nothing could be more natural.  After all, the company has a brand name and a corporate image to uphold. But let’s be honest. Your attendees are busy people, under pressure, with a lot to accomplish in their lives.  They have no time to waste.  Without quality content, you will lose their interest and their future involvement.  To avoid that, use these three questions to validate your project: Will I learn anything useful?  Does the meeting spark any enthusiasm? Am I exposed to a vision that is more positive, more motivating, and more inspiring to my work? Answering yes will help ensure that the people will show up at your next event.

 # 3 – Does the experience help recognize the message?  Your theme is unique and its content rich, but beyond that, how does the overall experience make the message obvious to your attendees?  Are you in an intimate setting that allows for personal exchanges and close contact? Is there human warmth that encourages a relaxed atmosphere and opens human minds to the information you wish to convey?  After you have researched the theme and content, you must ensure quality in the overall experience or else your project will fail.  Here are a few benchmark points for creating and validating the experience of your next event:  Does it hold my full attention and am I ready to receive the message?  Has the information received enriched me?  Was the manner of delivering the message powerful?   Am I inspired by the visions presented? Am I energized to action after the event? Have I retained the moral? These markers allow you to create your event and guide you through the choice of room, mediums of communication, which words and the images to use, the staging and all other aspects of your event. An engaged message is a lasting message. The same principle is used in advertising. When you succeed in creating an experience that makes an impression, your message will persist and so will the changes it creates.

Before concluding, I would like to propose an exercise.  Think of the events you have organized that have had the greatest impact and success, and answer the three questions above. Your answers will help you realize your own recipe for success.  Remember these points when planning your next event and base it on this plan, then repeat it as often as possible. The more you do this, the more often you’ll hit a bull’s eye.

Keep in mind that an event is first and foremost a communication between human beings. If your event subjects, content, and overall experience contribute to the development of people within your organization, they will be more appreciated. The more they are appreciated, the more weight they carry, and that can only bring more success to you.


I’d like to hear from you.  Send me your questions and I’ll answer them in my upcoming columns.  Please contact me at



Marc-André Routhier

Consultant, coach – Video and Exhibition Producer, Studios IMASUN,, (514) 933-0869

Leave a Reply

Your email address will not be published. Required fields are marked *