As a CEO (Chief Events Officer), I often find myself stuck focusing on the logistics and forget about the emotional architecture of my events.
At Cart Basel, I’ve developed a deliberate emotional journey for attendees that maps specific feelings to specific moments.
Here’s how I do it and why it matters for retention.
Table of Contents
Build Anticipation
Building anticipation builds value perception.
I create a sense of the unknown around our “VIP” keynote speakers and suggest exclusive opportunities to interact with them.
Granted, I have to put my money where my mouth is. But when I follow through with the co-founders of Boxycharm (now IPSY) and hims & hers, your guests will learn not to doubt your ability to deliver.
Encourage Vulnerability
Here’s one thing you need to know: vulnerability creates authentic connection.
When I get on stage as the master of ceremonies, I challenge the audience to forget their AOV, GMV, and title. This is why we don’t have company names or titles on our name tags. I remind them that their identity is so much more than their brand—yes, even at a DTC/e-commerce/Shopify event!
My opening remarks challenge them to share what they feel along their journey and the relatable obstacles all founders experience while building.
Giving the audience permission to be vulnerable and bring their walls down changes the entire dynamic of the event.
Foster Exploration
Intimate exploration generates lasting impressions.
We design short “round-robin sessions” with subject matter experts to give guests the opportunity to ask questions in real time.
They can interact with vendors, agencies, and SaaS leaders who are committed to solving the toughest problems brand founders experience.
These sessions create opportunities for guests to celebrate each other’s wins while forming a preliminary connection with individuals who would normally charge thousands of dollars for their time to troubleshoot a client’s problems.
Provide Relief
Relief transforms stress into gratitude.
We intentionally invite keynote speakers that shake up the audience in the best way possible.
Whether it’s getting the crowd to stretch, laugh, move their bodies, or shout something silly at the top of their lungs, it cuts any built-up tension from an all-day event.
This creates a further appreciation for the experience.
Build Community
Community belonging drives long-term connection. Our closing happy hour focuses on tying the day up with a bow.
After a day of education and connection, the free-flowing networking transforms our venue into a self-driven community generator.
Yes, guests are now part of the “Cart Basel family,” but connections, bonds, and deals are formed outside the four walls of Cart Basel.
Educating, including, and providing a watering hole of opportunity for your guests is what creates a welcomed stickiness. It’s what drives guests to return with excitement.
Conclusion
Here is a quick rundown of everything I’ve just discussed above.
- Anticipation: Build value by teasing exclusive opportunities that you can deliver on.
- Vulnerability: Give attendees permission to lower their walls and connect authentically.
- Exploration: Create intimate sessions for real connection and problem-solving.
- Relief: Cut tension with activities that get people laughing, moving, and re-energized.
- Community: Foster a sense of belonging that extends beyond the event itself.
When emotions are mapped intentionally, events transform from information dumps into transformational experiences that people can’t wait to attend again.