Before you get too crafty, craft an event mission statement.

Start every event (every project, really) with a mission statement and key things you are hoping to achieve. This will guide your entire team of designers, marketers, content programmers and producers. If the event doesn’t have an authentic editorial point of view that details a clear reason why the world needs this experience now, you will struggle to find your audience.

Look far ahead, solve a problem and avoid the obvious.

The post-pandemic event world has been a little too safe for our liking. That just means the stakes are higher now. And we have to be better. Is everyone doing a pop-up at SXSW? OK, then don’t. If everyone at Cannes Lions is putting celebs on their yachts — find the most fascinating people you’ve never heard of and create magic with them instead. Experiment with different formats and avoid falling victim to too many blink-and-you-missed-it trends (we’re talking Museum of [insert trend here] or Immersive [insert dead artist here]).

If you’re forced into a box, make it the most fascinating freaking box you’ve ever seen.

OK, we get it. Sometimes clients force us into boxes (necessary ones!). Please, let’s all just make a commitment right here, right now, to make sure our branded sh*t is good branded sh*t. No one needs another napkin / coffee sleeve plastered with a corporate logo. No one needs an [insert brand here] lounge.

Be the best, most clever [insert activation here] at the whole damn show. Maybe we skip the booth (see #2). Maybe we solve a problem on site. (Our favorite example: one year at SXSW, a phone charger company sent St. Bernard puppies wearing battery-pack collars to your exact location if you texted them an image of your depleted battery.) Make life easy and fun, and offer value to the attendees you’re trying to reach — while sharing your client’s message. (And puppies are always a win.)

Even if your team is full of self-professed control freaks, allow for a little spontaneity.

We urge you to go off script and break up the day with some surprises. Yes, bring on your talent and have a plan. I mean, we’re not masochists. But create a vibe and spirit that allow people to be genuine. To be themselves. And maybe to go a little rogue. This starts with an amazing moderator or emcee. Someone who knows their sh*t and does their homework, but makes your guests feel welcome and comfortable — and for more serious events, even infuses a little controversy. Take the bold path. You could even work with your talent / speakers to break some news on stage.

Keep your end user in mind every single damn step of the way.

What do you want your oh-so-valuable attendees — who are giving you their time (and possibly also their money) — to get out of the experience? Focus on creating easy, seamless and clear communication at every turn (from the first email to the “thank you, next” one). Surprise them. Cater to their every whim. Make them feel like each detail was designed just for them. Which, of course, it was. They’re the main character!

And if at all possible, ask your main characters what type of experience or content or entertainment they want prior to the event. Include them in decision-making. It’s all about them; why wouldn’t you want their input?

Choose a location that supports your why and helps tell your story.

Avoid a one-size-fits-all activation space, because you are not crafting a one-size-fits-all experience. Your content is highly curated for your ideal audience, and our guess is that the story you’re telling will not be enhanced by a soulless ballroom somewhere by the airport.

Partner with a space that “gets” events (you know the type) and, even better, a space that might benefit from having a roomful of your Main Characters, soaking up the ambiance. Once your space aligns with your vision, the work has just begun. It’s time to plan for weather backups, decide how your attendees will navigate the space on arrival, place thoughtful signage everywhere, identify bottlenecks, plan for accessibility and, most importantly, make sure you have really great wifi and beaucoup de bathrooms.

Non-boring sh*t can only occur with incredible people behind the scenes. Be ruthless about who you have there.

Start at excellence. You need a team of A-players who dream big, have plotted / planned for every possible scenario, work well together, handle stress with ease, respect each other, understand that the attendees are the main characters, treat talent / press / clients with velvet gloves, and never let anyone see ’em sweat. Be sure it’s a diverse group, with varied skill sets and experiences; this is essential to making magic. And once you’ve assembled your dream team, spoil them. Feed them well. Let them rest. Reward them.

Side note: If you’re producing a hybrid event where there is a live experience as well as a virtual one — ensure those teams are in sync and ready to make the magic together. One band. One sound.

The host is a human version of your brand, as well as a motivator and cheerleader for your event’s mission.

For many events — live and virtual — the host or emcee is an afterthought. We have no idea why. The host is literally the person who embodies your brand. You know how in your civilian life a great host welcomes you to the party, kisses you hello, takes your coat, gets you a drink and starts introducing you to all most fascinating people? Well, that kind of host needs to exist at every event. Someone who tells you what to expect, transitions you from one part of the event to the next, and tells you how to continue the conversation long after the party is over. Your host needs to be warm, witty, welcoming — and media trained. You can’t just assume you’ll be able to tap the right person at your company or your client’s.

Another role that is always underestimated? The moderator. It’s a skill, man, and not many people are good at it. In essence, a moderator is the “host” of a conversation. You need a storyteller. You need charisma. You need someone who is actively listening and fostering a dialogue, not just reading questions or making a sales pitch. Bonus points if they’re bold enough to change up the format, add some rapid-fire questions, and keep the conversation lively. (Try journalists, broadcast folk and anyone comfortable with having a conversation on camera.)

Map out your KPIs and track the hell out of them.

Now that we can measure everything, you undoubtedly have a clear sense of your key performance indicators even before you green light an event — right? If not, return to Rule #1. (Do not pass Go. Do not collect $200.) OK, now that we have that settled, let’s return to your all-important goals. If your goal is facilitating sales, come up with a target revenue number or number of leads that feels right. And devise a cool, ziggy-not-zaggy way to get those leads / sales. If you want your brand to inspire a particular reaction in people — laughter, joy, optimism — find a surprising way to measure it. Keep in mind, it doesn’t always need to be high-tech. Be clever when you’re asking people to share their feelings, their information, their time. (We once did this with ping pong balls in various colors.) And whatever it is, map it out, track it and optimize it.

Cut down your planned programming.

The late, great Coco Chanel famously said, “Before you leave the house, look in the mirror and take one thing off.” Same goes for an event lineup. It’s in our nature as experiential lovers to want to cram in as many wonderful things as possible. What we forget is that those fascinating main characters in the room also want to… hang out. Chat it up. Nerd out. Share the experience we’ve created for them. Especially now, post-Covid. Oh yeah, and eat and drink and use the loo and check their emails / texts / etc.

So don’t cram in too much. Cut a session or two. Cut your five courses to three. Give your incredible content some air. Let it breathe. Allow your guests to soak it all up and not feel like they just got whiplash.

Always leave ’em wanting more.

Now that you've killed your darlings and have some amazing ideas for what content you are going to engage them with next — plant the seed for what's coming down the road. And then tell them when and how they’re going to get it. Your attendees are now fans, and they will be wanting more, so give them the goods! Maybe it’s through a newsletter, a Slack community or your upcoming event. What will your audiences and attendees respond to? What do they want next? And now, push your dream team to continue to deliver the good sh*t!

Come up with your own damn rules!

Please. We’re experiential rule breakers. So who are we to tell people to blindly follow our 10 (okay, 11) rules?! But we hope you’ll take what speaks to you and leave what doesn’t. And share your own rules with us. Covid or no Covid, our industry evolves at lightning speed, and what worked beautifully today has no guarantee of working again tomorrow. As long as you don’t do boring sh*t, we encourage you to forge your own experiential path.