Contributing Bloggers

What is the soul?
May 26, 2015

Beyond the content, the formality of your conference, you’ll hear us use these words A LOT, it’s one of the questions we use to measure an event.

“What is the soul of your event?”

If it doesn’t have one – then it’s time to re-visit what you are doing.

For us, what is the soul of your event, is how we determine achieving that emotional connection with your audience.

It’s the indefinable moment when a group of people come together and really begin to connect, with one another, with you.

Often clients will ask for something in particular – maybe it’s a comedian to open a keynote – and we say, Why?  How will this help you connect with your audience? 

And maybe a comedian is just the thing, but we’ll need to work carefully to tie it all together with your brand. Just like we work carefully on every event element from the moment of registration, every reception, evening event, keynote and stage effects, right down to the giveaway.

giveaway2 for blog

We like to be masters of surprise.  Every single moment needs to have a reason so that your audience walks away with that warm and fuzzy feeling about you and your event and comment “Oh look what they did.”

So the next time you sit down to create your event – ask yourself – what is it you’ll do to connect with your audience not just on a business or intellectual level, but on an emotional level that makes them remember your event.

What is the soul?

Trish Knox

Trish has been turning her clients' event vision into reality for 18 years. Known for continually pushing the envelope both strategically and creatively, she has set the bar for helping clients effectively engage with audiences. With more than 25 years in marketing, Trish's career includes a combination of both agency and client experience that proves invaluable when operating in the corporate environment. She has guided clients through some of their most sensitive and high profile programs. Trish applies a thoughtful, unique approach, while embracing new ideas and blending the latest industry trends to all event programs. She has developed event programs for leading corporations such as Avaya, Facebook, Canadian Tire, Dell, D2L, Microsoft, Salesforce and Softchoice. Her event experience crosses the corporate spectrum including the management of large scale conferences, national roadshows, trade show booth design, award galas and C-level customer engagement events. Trish works in conjunction with the client to position the company as forward thinkers and leaders in innovation.

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