- Guest post by Shannon Thaler on behalf of Vendelux – Read the full article here
Dopamine: Harvard Medical School has referred to it as “the pathway to pleasure,” stating in an article earlier this year that it “is most notably involved in helping us feel pleasure as part of the brain’s reward system.” And isn’t that what live events are all about? Triggering dopamine releases at every touchpoint? It could start with an invitation that stirs anticipation, for instance. Once on-site, engaging touchpoints are sure to inspire emotions—whether that be excitement about a celebrity sighting, moments of appreciation when brands show love to loyal customers, or even feelings of belonging thanks to thoughtful networking opportunities.
In short, event professionals have the complex yet important task of mastering dopamine management. The most skilled event professionals will use what we know about dopamine “to optimize experiences for event attendees,” according to Anthony Vade, the event experience strategy director at event services giant Encore.
“Although it is very difficult to apply a ‘one-size-fits-all’ dopamine management plan, taking small steps can enhance their [guests’] overall experience, making the event or experiences within it more memorable, action-focused and enjoyable,” Vade continued. “It can be the secret ingredient that transforms a mundane gathering into an exhilarating event that really creates positive change.”
The biggest challenge typically lies in appealing to a diverse audience with varied preferences. However, there are some areas where an event organizer can anticipate emotions, though keep in mind that it’s impossible to cater to everyone.
“For example, an ADHD attendee may benefit from having coffee available outside of scheduled breaks, allowing them to dose up and realign their neurological processes,” Vade offered.
Vade approaches dopamine management at a new event by “creating a story arc for the event,” he dished to Vendelux….
Shannon Thaler
Shannon Thaler is a New York-based journalist with experience covering the events industry for Informa’s editorial portfolio (BizBash, Connect Meetings, Corporate Event News, Trade Show News Network and MeetingsNet), Vendelux and NMG Network, among others.
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