Opinion
Dissecting epic
A
t GES we have a marketing campaign that
touts our ‘epic events for epic clients’. You may
disagree, but we think this is a pretty clever
angle on our business, and we’d argue that much of
our work could qualify as epic and that, of course, all
of our clients are epic. Yes, I am pandering.
The thing is, when you claim to produce epic
events, you need to make things a bit more concrete
and explain what you mean. What is an epic event?
How do you create one? That’s what we’re going to
talk about today.
The fi ve essential elements of an epic event
1. It connects with hearts and minds. Like all of
us, event attendees make decisions based on a mix
of emotional and rational factors. But, all too often,
event marketing relies on being entirely emotion
or entirely intellect. Epic events consider both, and
are designed to affect our hearts and minds equally.
Emotional impact can be sad or ins