What makes an event unforgettable? It isn’t just the food, the venue, or even the speakers — it’s how it makes attendees feel. In the corporate event planning world, emotional resonance is becoming just as important as measurable metrics. The way we define Return on Investment (ROI) is evolving, and it’s time to measure what truly matters: the emotional impact.
The Evolution of ROI in Events
For years, ROI in events was dominated by tangible metrics: attendance numbers, leads generated, or deals closed. While these remain vital, they only tell part of the story. Today’s attendees want experiences that inspire, connect, and resonate. Brands that focus on creating emotional connections don’t just win attendees’ minds—they win their hearts, ensuring long-term loyalty and advocacy.
Emotional resonance is what creates a lasting impact, and these same tactics can be applied to corporate events. When attendees feel a genuine connection, they’re more likely to walk away as loyal advocates.
Why Emotional Impact Matters
Emotions are powerful drivers of behavior. Research shows that people are more likely to remember experiences tied to strong emotions. For event planners, this means creating moments that evoke joy, nostalgia, inspiration, or even surprise.
Brené Brown, speaking to “The Power of Vulnerability” at PCMA’s CL25 in Houston, TX, captured this perfectly when she said, “The heartbeat of what we do is connecting — bringing people together in relationships, and creating that experience where people feel seen and heard.… It’s a sustaining driver for a lot of people that I talk to” Building authentic connections is no longer optional—it’s essential.
Measuring Emotional ROI
How do we quantify something as intangible as emotion? While it’s challenging, it’s not impossible. Here are some practical approaches:
- Pre-Event Surveys: Ask attendees about their expectations and what emotions they hope to feel (e.g., inspired, connected, or entertained).
- Live Feedback Tools: Use apps or interactive platforms to gauge real-time sentiment during the event.
- Post-Event Reflections: Include open-ended questions like, “What moment stood out the most?” or “How did this event make you feel?”
- Social Media Monitoring: Analyze the tone of posts, photos, and captions shared by attendees. Sentiment analysis tools can help identify emotional trends.
Crafting Emotional Connections on Any Budget
It’s easy to assume that creating emotional connections requires a big budget and celebrity involvement. While high-profile speakers like Demi Moore or Brené Brown can elevate an event, authentic connections can be made on a local level as well.
In New Orleans, for example, collaborating with a high school marching band offers a unique opportunity to connect with the community. Guests experience the vibrant culture while supporting youth through music education—an authentic and memorable way to make an emotional impact.
In Nashville, Thistle Farms provides an inspiring example of blending social impact with corporate events. From gifting products that support women survivors to hosting events at their venue, every interaction tells a story of resilience and hope. These moments of giving back leave a profound impact on attendees.
Nostalgia: A Powerful Emotional Tool
Nostalgia can also create strong emotional connections. For millennial audiences in San Diego, a Ron Burgundy-themed mustache bar added a playful nod to the Anchorman era, creating smiles and sparking conversations. In Washington, D.C., guests at the National Harbor Pier enjoyed elevated State Fair favorites like candied bacon and orange julius while riding the Ferris wheel. These touches tap into shared memories, making the experience both personal and collective.
Designing for Emotional ROI
To create events that resonate, focus on:
- Storytelling: Weave compelling narratives into speeches, videos, or installations.
- Surprise and Delight: Add unexpected elements, like pop-up performances or personalized gifts.
- Community Involvement: Partner with local organizations or causes to add a layer of meaning.
- Interactive Experiences: Encourage participation through workshops, polls, or gamification.
A New Lens on Success
Redefining ROI isn’t about abandoning traditional metrics—it’s about enhancing them. Emotional impact transforms one-time attendees into lifelong brand advocates. By designing events that connect on a deeper level, we can redefine what success truly looks like.
So, the next time you plan an event, ask yourself: How will this make attendees feel? Because the real ROI isn’t just in the numbers—it’s in the memories that last long after the event is over.