LIWLIG Perspectives #1
Event: streamers and balloons, or your most important strategic communication channel?
My childhood friend turned 40. A group of old and new friends had gathered at Rival in Stockholm to celebrate one of the most life loving people I know. We raised our glasses, laughed, shared charcuterie boards, and caught up on the twenty years that had somehow slipped by. Heavy snowflakes fell outside the windows, but inside it was warm, the mood was high, laughter bubbled up and conversations flowed.
And as always, the question came: “So, what do you do these days?”
There are usually two standard outcomes:
I say that I work with events, and I hear: “Oh, fun, like staff parties and that sort of thing?”
I say that I work as a content strategist at an event agency, and the response is: “Oh… strategy… at an event agency… what do you actually do?”
It seems difficult to place strategy and events in the same sentence. So I think like this: let’s work on that challenge. Because there is a real risk that many companies are missing out on fully using what might be their most important strategic communication channel, and that would be a shame, wouldn’t it?
From moments to momentum
In our increasingly digitalized and fragmented world, we know that human encounters, and the magic that is created when people meet in real life, are invaluable.
We also know that when we gather people physically and use the opportunity in the right way, things happen that no intranet, email, or PowerPoint can replace:
We create a shared reality, because everyone hears the same message at the same time.
We create experiences that evoke emotions, and it is emotions that make messages truly stick.
We build relationships, and relationships are the foundation of trust, and ultimately what lays the groundwork for real change.
We already know this, so I do not need to break that door down again. But I still want to remind us that when strategy stops being words and starts becoming actual behaviors, something real happens. Momentum is created. Or as we at LIWLIG like to put it: “Turning moments into momentum.”
A reflection from the classroom
When I myself, alongside my work, took an advanced strategy program at Berghs, one thing struck me. In a classroom full of brand strategists, communicators, and advertising professionals, I was the only one from the event industry. That says something. Not about events as a platform, but about how we, within our own industry, need to step forward and enter the strategic rooms even more.
A few classmates raised their eyebrows when I said which industry I came from, but what fascinating conversations we had, and how clear it became how broadly the strategic brush can paint across different industries, roles, and client assignments.
Events are not just a party
In a recently delivered event, we identified one of the client’s biggest challenges early on: an organization characterized by siloed ways of working. Employees knew few people outside their own area of expertise, and there was tremendous potential for greater knowledge sharing, relationship building, and culture creation.
Through well produced formats where strategy, dialogue, experience, and reflection were woven together, we managed to erase the sense of silos from the very first moment. The proof came from an employee who was not even present:
“Unfortunately, I missed the day, but everyone I have spoken to says it was the best employee day in a long time. They describe it as energizing and unifying, and that they left with the feeling that what they do is meaningful and that we are doing this together as ONE company. The positive energy is noticeable in the corridors.”
So the next time it is time to plan an event, do not ask yourself how big the party can be. Ask yourself instead:
“How do we use this golden opportunity to have our colleagues leave the event filled with inspiration, clear direction, and the desire to set things in motion already on Monday?” Of course after the dust has settled from a hell of a great awards dinner, after party, or foggy dance floor.
Because that is where the value lies.
In the emotions that arise. In the moments that are remembered. And in the changes that are created as a result of the experience.
A great party is fantastic. Full stop.
But strategically designed events can be the starting shot for changing an entire company. So let’s once and for all draw an equal sign between events and the strategic engine that events are, or at least should be, in my opinion.
– Anna Lundahl, content strategist
