So what are we waiting for? It's time to reinvent the way we sell by bringing the essential human element back into every aspect of our brands by delivering on promises, solving problems, making a personal connection, and truly caring about people.

Cecile Conare, Millward Brown

I had a case when I, in company with famous Crimean politicians Dmitry Shchepetkov and Dmitry Achkasov, organized the Youth Day of Ukraine in Feodosia. Then there was an extremely limited budget, and we had to save on everything, even on artists. However, the event went off with a bang, as they say. Thanks to the atmosphere we created, about seven thousand people danced on Station Square in the city, according to law enforcement agencies!

How did we do it? The very name of the Event - Youth Day implied a certain audience that responded to the advertisement and came to the holiday. Next is the content. It consisted of four blocks. Performance by “Comedy Club - Simferopol”, vocal and dance performances, competitions-gifts from sponsors and, at the end, a DJ set.

As you can see, all of the above is very similar to an ordinary club project. This is exactly what we wanted. Essentially, we created a club party almost in the city center. Club content - created a club atmosphere and young people had a lot of fun...

In my opinion, the atmosphere of an Event is a collective experience while participating in a mass event. The experience creates certain emotions that a person remembers for a long time. When there are a lot of people experiencing an event, the experiences are sharper and the emotions are brighter. That’s why at big Events you feel an incredible elation – euphoria. It is for this euphoria that people are ready to travel from other, sometimes very distant cities.

There are many examples of this: “Grushinsky Festival”, “Kazantip”, “Invasion” and many others. All these projects are different in content, atmosphere, audience, but they have one thing in common - the opportunity to receive deep positive emotions. I would like to make a reservation right away: you can create an atmosphere not only at Music-related Events. Over the years of living in Moscow, I have repeatedly observed how business events are filled with positive experiences due to a well-created atmosphere.

You can learn to do this!!!

The main thing to remember is that the atmosphere of any Event is formed from little things. Details if you want. Everything should be harmonious. Starting from advertising and friendly staff, ending with content and design of the site. Next, technical aspects, sound, light, animation. Advanced event companies, when they hold children's parties, even dress up security guards as clowns!

Take the script, gather your group and consider each action of your Event from the point of view of the atmosphere. Imagine in your mind. Are guests arriving or arriving? Who meets them? What music is playing? How is the venue (venue) decorated? What do they need to see, hear or feel to understand where they are? What will happen? Will everyone be able to see it clearly? Do the drinks and food match the theme or will that not be important? How will the event end? How will your guests know when it's time for them to leave? Who will accompany them? What will they take with them as a memory, besides impressions?

I once did a Hawaiian party for a large company, and at the end of the Event, all of the client's employees were taken away from the venue on a Hawaiian themed bus. And real Hawaiian music was playing in the salon! I also remember the club project “Scents of the film “Perfume”,” which I once did in Sevastopol. At the entrance, all guests were given samples of fragrances, and the ladies were given roses. All these little things and details create an atmosphere that needs to be maintained from the beginning to the end of the Event.

There are no ready-made recipes, only team creativity. Each Event, like a film or painting, is unique. Therefore, you should not look for “recipes for happiness”; it is better to get acquainted with the experiences of other people. There are tons of videos on the Internet about event marketing. You will find many useful ideas there.

“Seek and you will find,” as the Bible says.

It’s enough just to pay attention to how representatives of the event industry create events in major cities our country and abroad. Attend festivals, conferences, concerts, presentations, exhibitions. Watch and record. What mistakes were made, what was good, how did the organizers want to surprise their audience? Did they succeed or not? Did the organizers manage to maintain the atmosphere of the Event until the end of the event? What do you remember most?

It is also very useful to pay attention to promotions taking place in your city. Advertisers sometimes come up with great ideas that can be used later. For example, when I saw a car on the streets of the city with half-naked girls dancing in the back of it, it was an advertisement for the first strip bar in Tolyatti, I came up with the idea of ​​a party called “Dancing in Wet T-shirts.” This project was a great success, and my friends and I did it several times in different clubs.

An interesting point, only many years later I learned that Events of this kind regularly take place both in Russia and abroad.

At the end of this chapter, I would like to say a few words about elitism as a tool for maintaining the created atmosphere. Most people love to feel chosen. The feeling of self-worth and the feeling that “you are among your own” allows you to generate a truly unique atmosphere.

Let me emphasize that no matter what direction of event marketing you choose, elitism is the key to exposing the emotions of the group.

Remember the euphoria at the end of a good training session. With the help of the details mentioned above, content and service, you, as it were, broadcast the atmosphere to the audience, and after that people begin to relay the received emotions to each other. First within the Event, and then far beyond it. They begin to share their impressions, talk about the event among their friends, discuss in social networks, on the forums. This behavior allows them to experience the received emotions again and again, only in a weaker form.

To consolidate the atmosphere of the Event in the minds of people, photo-video materials and various souvenirs - T-shirts, pens, key rings, caps - serve excellently.

You are planning to hold a party at your home or office, but you are afraid that it may not turn into a sparkling celebration, but just an evening with free food and drinks (this happens often, especially at corporate celebrations). To avoid this, you need to think carefully about the components that make up the holiday atmosphere. A few secrets on how to create it are in our material.

1. One of the most important things is the background for the holiday, interior, where the event will take place. If for some reason you were unable to rent a restaurant for a corporate event or a cafe for a birthday, familiar walls and a boring apartment or office can significantly spoil the holiday. Decorate the room so that it immediately puts guests and participants in a festive mood. This can be a themed decor, for example, autumn, New Year, or, say, nautical style. A win-win idea - to decorate the hall balloons, since childhood, we have associated them with the holiday and lift our spirits. Specialists make arches, inscriptions, garlands and flowers from balloons; you can see design options for balloons on the website http://balloons66.rf/ (http://balloons66.rf/).

You can also decorate the holiday with homemade decorative elements: paper hearts, colored windmills, lanterns, origami-style cranes.

2. Take care musical arrangement . Select in advance the musical compositions that will be played at your event, and it is better to have plenty of them. If you don't have a dedicated music person at your party, try to keep all the tracks mixed together so that there is no silence between tracks. Don’t try to surprise or amaze your guests with your unusual musical taste; some may not like your choice; it’s better to settle on compositions that are more neutral in style. It is really very important not to focus on any particular musical style, otherwise by the middle of the party the party may go under the slogan “let me play you my favorite song.”

3. It can unobtrusively create a festive atmosphere nice smell . Coffee, vanilla, citrus fruits are excellent options for aromatic holiday decorations. Scented candles will not only fill the room with their scent, but will also create mysterious flickering lighting.

4. Guests of the holiday can be met small gifts. For example, candies with the name of the guest, which indicate the place allocated to each person.

5. Write it down in advance. holiday script. Even if there are not many actions (distribution of gifts or corporate awards, speech by the manager, congratulations from guests), everything should still follow one after another according to a predetermined plan.

Remember, a good mood always comes where it is expected. Let your holiday be a success and be remembered for a long time by all its participants.

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Your thoughts and feelings determine your attitude, and the type and frequency of these mental and emotional vibrations that you create in your mind create the atmosphere around you. People who are in your environment feel this atmosphere and are influenced by it. This atmosphere also determines their attitude towards you.

Do you sometimes feel unhappy or even depressed when you come into contact with certain people? Do you sometimes feel exhausted, as if all your energy has drained away from you? Do negative thoughts enter your mind for no reason? One of the reasons for what is happening is the negative mental and emotional vibrations of the minds of negative people.

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At other times you may feel uplifted, happy, inspired, or experience inner peace. It can also be due to the influence of someone else's vibrations.

The stronger you become, the stronger your control over your mind becomes, and the more peaceful you become, and the less other people influence you.

You can become a positive force that influences and transforms environment and the people around you. You can do this by being careful and aware of the thoughts you pass through your mind and the feelings you experience. This is not an easy task that requires attention, discipline and persistence.

How to create a positive atmosphere:

• 1. Do your best to be positive under any circumstances and in any situation. It is not easy and requires constant practice.
• 2. Focus your attention as much as possible on what you are doing. This prepares your mind to transmit more powerful vibrations.
• 3. Practice concentration. This enhances your ability to choose your thoughts and also increases their energy.
• 4. Practice meditation. This can transmit more peaceful vibrations to you.
• 5. The more peace you can develop, the more peaceful the vibrations you transmit will be. Inner peace is the product of inner preparation, detachment and meditation. Through inner work, any person can gain at least some portion of inner peace.
• 6. only what you really want to happen, and nothing that can harm you or other people.
• 7. Arouse happiness within yourself and remain in it. Feel how this happiness fills the space around you, your room, home, office, bus or train, wherever you are.
• 8. Visualize a bright light full of life, happiness and positive vibrations filling your body and the place where you are.

Remember that not every thought can transform the atmosphere around you, but those thoughts that are repeated quite often.

There are others, more modern means, allowing you to influence the atmosphere around you, but this is not the place to discuss them.

Here is what William Atkinson writes in his book Practical Mental Influence and Mental Charm: “When thoughts and feelings are generated in the mind or brain of a person, streams of energy flow from the person’s brain in the form of a wave of psychic energy, spreading from the immediate vicinity of the thinker to a distance proportionate to the power of thought or feeling. Thought waves tend to excite similar vibrations in the minds of other people, related to their force wave.”

A holiday is an attempt for external joy to penetrate inside, and internal joy to spill out.

V. Krotov

Holidays have become an integral part of the corporate culture of every company. Their number during the year and the context depend on the goals, imagination, traditions and budget of the company. A corporate celebration of the company’s birthday and New Year has become an almost unshakable rule for any self-respecting team. Informzashita was no exception. Every year in July, our entire group of companies celebrates another birthday, and in December we gather to celebrate the upcoming New Year.

What is corporate party in any company? Usually this is a gala banquet or buffet, during which management officially congratulates the team and rewards valuable employees. A corporate event also promotes informal communication among employees, the manifestation of their creativity. In addition to the formal part and entertainment during the banquet, the celebration may include sports events, team-building games, etc. Accordingly, depending on the goals and capabilities of each company, certain components of the holiday are added and modified.

How can you determine whether the holiday was good or not? Of course, based on employee reviews. By the way their attitude towards each other and towards work has changed, their loyalty to the company has changed. It’s good when everyone is happy, the climate in the company improves and loyalty grows. This is exactly what the HR department should strive for. But sometimes it happens (although it’s hard to admit) that those who are dissatisfied remain.

How can you make sure that your corporate events feel like a real holiday? How to make it bright, unforgettable, like in childhood, when your eyes “burn” and you want new achievements? After all, it is precisely such a holiday, perceived by employees as a joyful event, that will motivate a more active and creative approach to work. Remember your childhood feelings. For example, New Year or your own birthday, when long before a memorable event you live in anticipation of a miracle, prepare, dream about gifts, make wishes and hope that on this day they will definitely come true. And then you find yourself in a fairy tale: the aroma of tangerines and Christmas trees, the blinking of candles, the rustling gift paper... Dressed guests sit down to festive table, congratulate you, give you the desired gifts. The final beautiful fireworks throw you into seventh heaven, where you remain long after the holiday. Do you remember how this happens?

An ordinary corporate event will become a real holiday if you make sure that the participants have a childish feeling of a fairy tale and expectation of a miracle, it is necessary to create an enchanting atmosphere, allowing each employee to feel like the main character of the action. After all, our adulthood filled with worries, responsibility for making decisions under stress, lack of time and information. It’s so easy to lose your true self in this race, to close yourself off from everything new and beautiful.

So, what do you need to create a festive mood? Fairy tale. Every fairy tale always tells about something, so let's start with choosing a plot and developing a script. Here we do not limit the flight of imagination in any way; we can choose either existing plots or come up with our own fairy tale story. At the Informzashita company, at different times, employees went through a school of sea pirates, were Indians of different tribes, searched for treasures of the Mayan tribe, fought the elements, fell into the ice age, became cheerful Hawaiians for one day and said “Aloha” to each other, etc. .

Next, it is important to think about the format of the event. Whether the celebration will take place outside the city all day long or not far from the office only in the evening is up to you to decide. It has become a tradition at Informzashita to go out of town and spend the whole day on the territory of one of the boarding houses near Moscow.

When all the details of the holiday are thought out to the smallest detail, we begin to create an intriguing fairy-tale atmosphere into which the company’s employees are immersed long before the appointed day. This can be helped by thematic colorful and mysterious announcements, which only lift the veil of the holiday, leaving freedom for surprises. It is important that the fairy-tale plot is present everywhere, from beautifully designed electronic announcements and paper invitations to details of employee clothing. The fabulous atmosphere comes from the smallest details. During the holiday, every employee should feel like a real hero, a pioneer, and a researcher. It is important to create such conditions, come up with such games and situations so that everyone can express themselves, show a new, unexpected side, and open up. There are simply no spectators in a fairy tale. Even the usual table competitions and sports team games will sparkle with new colors when they are built into a fairy-tale plot.

In order for the participants to perceive the holiday as a single flow of positive emotions, a detailed elaboration of the scenario and the integration of all stages of the organization are required. Nothing can ruin the experience more than a bus arriving at the wrong time or a lack of seats at the table. It is the organizers’ task to provide for all this. But no matter how hard they try to plan the course of the holiday minute by minute, life always makes its own adjustments, and force majeure is very difficult to avoid. As a result, for the organizers the event itself takes place as an improvisation on the theme of a given scenario. An instant change of plans, a change in the scenario, the emergence of unforeseen problems that require immediate solutions - this is a normal situation when holding a holiday. And the possibility of such a turn of events should always be taken into account when planning a “corporate event”.

If you remember, then according to the laws of the genre, a fairy tale plot develops gradually, step by step involving all participants in the action. The intensity of passions breaks through in the climax, and then a touching denouement follows. Our holiday itself begins with the general gathering of all employees on the day of the event. Everyone is already expecting a miracle. On the way to the fairy-tale world, we exchange these expectations, charge each other good mood and slight excitement in front of the unknown. Upon arrival at the place, we are greeted by fairy-tale characters (animators) and the author of the fairy tale (presenter) - in costumes appropriate to the context of the holiday. Each employee must receive his first attribute of a fairy-tale hero. It can be anything: a sailor's vest, magic mittens, a lei, a pirate's bandana, etc. With the help of this magical paraphernalia, the participants are divided into teams for the subsequent day's game.

To the sounds of fanfare and fiery music, our heroes set off to meet challenges that become more and more difficult each time, and only together, as a friendly, cohesive team, can they be overcome. After bright victories, our heroes receive well-deserved awards during the ceremonial part of the holiday. By this time, the fairy-tale atmosphere is heating up, everyone already feels like real heroes, but new challenges and fights await them (therefore, when organizing a holiday, it is important to create conditions for tired heroes to rest). These can be various creative tasks, magic competitions and games. During the gala dinner, others are sure to come to us fairy-tale heroes— artists who demonstrate their skills, invite everyone to participate, and test our heroes’ strength.

The holiday is necessarily accompanied by a skilled storyteller (host), who will help everyone immerse themselves in the atmosphere of the event, set the tone and general mood. The figure of the presenter is an extremely important element; he must, focusing on the spot, without having time to think, avoid all the difficulties and rough edges that arise, so that the holiday goes smoothly for the participants, “without a hitch.” Its choice at the stage of preparation of the event should be given Special attention, because a good presenter, like a properly chosen suit, will help hide the shortcomings of the holiday and emphasize the advantages, while a poor choice can have the opposite effect.

Time flies by in a fairy tale, and now the time has come to part. To do this, we get together and say “Goodbye!” to the fairy tale, and this is one of the most touching moments. In addition to the standard fireworks, you can all launch magical sky lanterns with corporate symbols together, float fairy lights on the water so that the company prospers, write your wishes and send them off into the distance together with the airships. Plans are limited only by the imagination and budget of the organizers. The main thing is that we are together and feel each other’s shoulder. In the evening everyone returns home happy, waiting new fairy tale. And it is very important that celebration atmosphere stayed with us for a long time, keeping bright and joyful memories in my soul!

And for the organizers the time has come to solve a new, more complex problem, because next holiday never repeats the previous one, which means it’s time to develop new ideas, concepts and scenarios.

Algorithm for organizing and holding a corporate holiday

Step 1. Determining the goals and objectives that the corporate event is designed to solve:

• Consolidation of the team around the company and its management.
• Good holiday as a standard of a team approach to organizing and running a business.
• An opportunity for each employee to feel like part of a friendly, cohesive team.
• Employees’ understanding of the prestige and honor of working in the company.
• An opportunity to relax and enjoy the holiday.
• Gratitude for the work done, etc.

Step 2. Determining the target audience of holiday guests:

• Employees.
• Family members of employees.
• VIPs.
• Partners.
• Journalists, etc.

Step 3. Development of the event concept:

• Development of a scenario plan.
• Development of temporary regulations.
• Approval of the maximum budget for the event.

Step 4. Selecting a venue for the event:

• Stationary venues (restaurants, hotels, business centers, theaters, mansions, museums, exhibition centers, offices, recreation centers, country boarding houses, etc.).
• Open areas (country estates, recreation by a pond, in nature, urban areas).
• Specialized areas (ships, bowling alleys, karting centers, paintball centers, golf clubs, airfields, billiard rooms, etc.).
• Rent price.

Step 5. Catering:

• The format of the feast and additional meals (banquet, buffet, coffee break, welcome cocktail, catering for artists).
• Type of restaurant (stationary, catering).
• Menu development, drinks.

Step 6. Technical support for the event:

• Lighting and sound equipment.
• Multimedia (screen and projector).
• Fireworks, salutes, special effects.
• Tents, awnings, generators for open areas.
• Sport equipment.

Step 7. Creative and organizational support for the holiday:

• Scenario development.
• Casting of artists and creative teams.
• Organization of the rehearsal process.
• Development of original texts.
• Preparation of tracks, backing tracks, phonograms.
• Making media presentations.
• Selecting a DJ and sound engineer for the program.
• Setting up the program.
• Photo and video shooting.
• Design elements: balloons, floristry, banners, decorations.
• Rental/tailoring of suits.
• Event management.

Step 8. Transport and logistics:

• Transport rental.
• Hotel reservations.
• Route planning.

Step 9. Basic attributes of the holiday:

• Prizes and diplomas.
• Gifts and souvenirs.
• Invitations and programs.

Step 10. Auxiliary elements of the event:

• Reception and promotional staff.
• Security.
• Medical worker or an ambulance on duty.
• Wardrobe and cleaning up the aftermath.
• Provision of toilets.

Step 11. Development, coordination and optimization of the event budget.

Step 12. Celebration.

Step 13. Summing up, analyzing the effectiveness of the holiday:

• Survey.
• Questionnaires.
• Vote.