8 Reasons Why Events are so Important

The fulfilment of a career goal is great and perhaps enough for some. But recent data suggests that many people, particularly Australia’s youth are wanting more from their work role than an end-of-week pay packet. They’re looking for a job which aligns with their principles. One that allows them to make a positive change in the world. One that offers more satisfaction on a professional level. And if that’s your criteria then look no further because working in events can be all that and more.

Proof of this trend can be seen in the stream of recent CoEM students’ Major Projects. Once a place to create unique music, fashion and arts events, more recent cohorts are opting to create events that promote causes they feel strongly about, thus creating a greater sense of purpose for themselves and others. Important for the world, important for them personally.

Here’s 8 reasons why events are so valuable to us as a community and to those lucky enough to work in them:

#1 Events bring joy

A family dinner, a wedding, a naming ceremony, a funeral. Because these kind of events are so commonplace in our lives, we tend to overlook their importance. Funnily, in a crisis like COVID-19 the things that people missed the most was their ability to catch up with loved ones. These simple events form lasting connections between families and communities, the true building blocks that make up a healthy society from the oldest to the youngest. What could be more important than that?

Events bring joy. A bunch of friends at a dinner table sharing a meal
Events can bring joy

#2 Events help businesses grow

Whether you attend them or not, business events such as trade shows, corporate events, meetings and exhibitions are super important; they keep the world of face-to-face trade and business alive. They keep the dollars turning over for companies and consumers alike and keep economies healthy. To give you some idea as to the importance of business events here’s a crazy stat to consider: “2,157 exhibitions staged ​were staged in Australia, attracting 9.3 million visitors and over 65,000 exhibitors. The total direct expenditure from exhibitions was $3.1 billion and these events contributed direct value add of $1.5 billion and generated over 21,000 full time equivalent jobs”.**

Aerial shot of business people networking
Events bring businesses together

#3 Events promote important causes

We’re all familiar with the recent #BlackLivesMatter movement which gave rise to many a protesting event around the world. Let’s look at another message focussed event promotion. Ungiven Gifts was an incredibly successful campaign event created by Australian brand activation agency Momentum Worldwide on behalf of the Victorian Transport Accident Commission. Their message was to raise awareness for road safety before Christmas. Momentum put together a beautiful and emotive interactive art piece at Melbourne’s State Library; 210 white gifts paid tribute to the 210 people who had died on Victorian roads during 2013. Passers-by left messages at the site or on social media and lit remembrance candles. A heartfelt, emotive and effective live promotion event that speaks highly for the power of creative events and activations. Important stuff indeed.

White sculptures in public place to illustrate the Ungiven Gifts cause
Events promote worthy causes – Image credit grafitti.com

#4 Events allow a platform of creativity

When it comes to amazing event creativity and design we’re spoilt for choice. Large scale events such as the Olympics and the American Superbowl employ every design trick available to create the outlandish and the spectacular. But creativity can be seen and used in any event regardless of size or budget. From one of our CoEM educators, ‘the role of the event designer is to create a design concept that truly gives the event itself an identity and an emotion of its own. It’s about grabbing the audience’s attention from the get-go and sparking an emotion through inspiration, colour and the use of the basic elements and principles of design to evoke all five senses. The aim? To create a feast of sight, sound, touch, taste and smell through creative design. Read more about event design HERE >>

#5 Events bring brands to life

Let’s use a case study to illustrate #5. With a slip in sales and a lot more crafty competitors on the shelf Jack Daniel’s needed to remind their audience what they love about their product. Enter…the world’s first crowd-sourced bar, The Bar That Jack Built  produced by Red Guerilla. With a six week social media campaign, people were offered the chance to help construct the bar in exchange for whiskey (of course). From the bar to the workforce, collection truck, invitations, entertainment and three of the six content films created for the evening, the entire event was crowd-sourced to celebrate Mr Jack Daniel’s 164th birthday. This award winning activation event had a huge impact on sales and social media for the Jack Daniel’s brand.

#6 Events encourage the sharing of ideas or information en masse

Think Festival of Dangerous Ideas, think Semi Permanent, think TED Talks. Events that encourage global discussion, respectful debate and creative ideas. Events which aim to bringing life-changing conversation, action and societal change. These ‘idea festivals’ have grown and developed in recent years to be so much more than a line-up of motivational speakers. They now encourage and value the input of individuals, businesses and communities to help make a positive impact; events that are inspirational, inclusive and important.

Huge audience with speaker on small stage for TED Talks
Events encourage the sharing of ideas

#7 Events stimulate emotion

Events can pulse with emotion. Here are some examples: Essendon play Richmond at the MCG in front of 60,000 fans; a thousand doctors from different countries get together for a medical conference in Dubai; locals and tourists spend the day throwing ripe tomatoes at each other in the world’s biggest food fight at Bunol, Spain; Taylor Swift walks on stage and the audience ignites; Dior launches a new fragrance for the media and buyers at a swish event in a disused warehouse; spending Sunday morning at your local organic market chatting to the stall holders and sipping your fair trade coffee. Need we say more? Read more about why events are good for us HERE>>

#8 Physical events can connect us like no digital experience can

If there’s one thing we’ve learned from living through a world wide pandemic it’s that nothing can take the place of physically being with people. We really, really need human interaction and connection and that need also applies to events. And while everyone is busily transforming their events where possible to digital environments, never before have we craved face-to-face, in-person experiences as much.

Let’s sight a particularly time relevant media article for this point. The author gives a great example of the difference in experience between live face-to-face events and digital events and states, ‘With the stress, uncertainty, and isolation, it has never been more desirable to stay connected with fellow humans and environments’ and his prediction that ‘face-to-face events will be more powerful than ever in a post-Coronavirus world.’ His conclusion? ‘The fundamentals behind gathering, touching, exploring, and playing aren’t going anywhere soon—and neither is the live events industry. Human connection through the simplest of experiences.’ What could be more important than that?

** See stat source here >>

We hope this blog post has been informative and helpful. If you would like to chat to any of the CoEM Team pls contact us HERE >> or feel free to call on +61 2 9280 4912. Or you can always compare our specialist event management courses HERE >>

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