How to create more attendee emotion 🎭

Why attendee emotion is the next frontier for events

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Are you looking to create events that attendees actually remember? We recently hosted a webinar on this very topic, featuring event emotion experts Liz Lathan, co-founder of Club Ichi and the Community Factory, and Juraj Holub, founder of Speaking Heroes. We looked at why focusing on attendee emotion is crucial and how it can transform passive participants into passionate advocates.

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The webinar, titled "How to Create More Attendee Emotion," explored everything from the psychology behind emotional engagement to practical tips for weaving these feelings into every stage of your event. Here are some of the key takeaways from our discussion.

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The power of relationships and emotion

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• Juraj kicked off the conversation by highlighting a powerful truth: attendee emotion is directly correlated with the relationships people build at events.
• He shared a personal story from a conference in Copenhagen in 2014, where the relationships he formed were far more memorable than the brilliant speakers or formats.
• A decade later, he's still in touch with many of the people he met there, and those connections have transformed his career.
• He posits that the core purpose of events is to create opportunities for these relationships to form.
• Liz agreed, adding that emotions like belonging and connection are key drivers.

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The five emotions that drive business

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Liz shared groundbreaking research that debunks the myth that happiness is the only emotion needed to drive purchasing decisions. Her research identified a "beautiful blueprint" of five key emotions that create an environment for business to thrive. These emotions are represented by the acronym HAAAM:

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• Hopeful: Attendees should feel there is "hope for a better tomorrow" from the content and connections they gain. This should be sparked at the very beginning.
• Adventurous: Get people out of their comfort zone with new and exciting formats. It can be as simple as a Hot Ones-style keynote or a different seating arrangement.
• Active: You must give attendees a reason to be there beyond what they could get from watching a YouTube video. Make them active participants in content creation or conversations.
• Accepted: The number one emotion a human wants to feel at an event is that they belong. This starts with the very first welcoming moment, such as the registration process.
• Motivated: You want attendees to leave with a reason to do something. This is the desired emotion for the end of the event.

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Interestingly, Liz noted that these five emotions are also tied to the release of happiness hormones like dopamine, oxytocin and serotonin.

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Redefining event engagement

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Liz challenged the common question, "How do I increase engagement at my event?" by breaking down engagement into three distinct types.

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• Cognitive engagement: Do you want people to learn or remember something? This is often the goal for sales kickoffs where you need teams to understand how to sell a new product.
• Behavioral engagement: Do you need people to take a specific action, like booking a demo or letting you scan their badge?
• Emotional engagement: Are you trying to drive brand loyalty and build a community? This is about making people feel a part of something bigger.

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As Liz put it, "If you chase two rabbits, both will escape. Pick your rabbit and go after it".

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Practical ways to create emotion

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Both of our experts provided actionable tips for event organizers looking to elevate their events.

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• Rethink the welcome moment: The registration area is a wasted opportunity if it's a "touchless environment". Instead, create a "regeception" that feels like a party, complete with music and spontaneous interactions.
• Don't waste the first five minutes: The beginning of a conference is a moment of "fullest attention" that's often squandered on housekeeping notes and sponsor thank yous. Instead, Juraj suggests getting the audience to stand up and introduce themselves to a few people nearby.
• Facilitate, don't force: When dealing with a quiet crowd, the secret is to split them into pairs or small groups and give them a simple, low-stakes task to discuss. As Juraj said, "The conversation's already happened".
• Embrace edutainment and humor: B2B conferences don't have to be boring. Find speakers who can combine valuable content with entertainment and humor to create a more memorable experience. Juraj mentioned a speaker who wears a Batman suit to get people engaged.
• Don't fear the silence: While it may feel awkward to a speaker, silence can be a powerful tool for allowing the audience to reflect on something profound. It can lead to some of the most emotionally charged moments of an event. Juraj, who is "obsessed with silence," explained that it allows people to process information, and it shows respect for the gravity of a topic.

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The role of event technology

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• The discussion also touched on how technology can be used to both facilitate and measure emotions.
• The consensus was clear: technology should assist, not get in the way.
• Forcing attendees into AI-matched meetings, for instance, can lead to negative emotions and heavy revolt.
• Instead, event tech should enable choice and opt-in participation.
• From a measurement perspective, technology can provide valuable data on different types of engagement.
• Behavioral metrics might include the number of meetings booked or event app adoption rates.
• Emotional engagement can be tracked through social listening or sentiment analysis.
• Some apps even use simple "vibe checks," asking attendees how they're feeling with a simple thumbs up or down.

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Handling negative emotions

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• The webinar also tackled the difficult topic of negative emotions, which are often a part of the event experience.
• One audience member asked if a quiet room is ever the goal, and Juraj responded with a definitive yes. He described a presentation by divers who rescued students in Southeast Asia that held the audience in "complete silence" for 45 minutes before a standing ovation. He argued that a powerful story can lead to emotionally charged moments that aren't necessarily positive, but are incredibly impactful.

• Liz shared a valuable lesson in managing negative emotions from an event organizer's perspective. When a former president was an hour late for a keynote, her team had already planned for the possibility. Instead of panicking, they calmly redirected attendees to the expo hall, and the attendees were none the wiser.

• Liz stressed that managing your own emotions is key, because "those emotions convey" to attendees. If you're stressed, they will be too.

• By proactively considering the emotional highs and lows, from hopeful beginnings to motivated endings, organizers can create a program that feels human, authentic, and unforgettable.

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Conclusion

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Ultimately, a truly great event journey includes a variety of emotions. Creating attendee emotion isn't just a nice-to-have, it's a strategic imperative for building memorable and successful events. By focusing on relationships, intentionally designing for specific emotions, and empowering speakers and attendees, you can move beyond simple logistics to create truly transformative experiences.

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Watch the full webinar on-demand

Want to learn more? Our panel of experts shared even more valuable insights on how to measure and report on attendee emotion. Watch the full webinar below.

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