Using Event Activations in Your Corporate Event ROI Strategy

In the competitive landscape of corporate events, creating memorable and impactful experiences isn't just about attendee satisfaction; it's about driving tangible return on investment (ROI). Activations, as an ingenious blend of creativity and strategic intent, have emerged as a cornerstone for maximizing the business value of any gathering.

Whether you're planning a product launch, an incentive trip, or a milestone celebration, a well-executed activation can transform a standard event into an immersive, unforgettable experience that directly contributes to your measurable goals. When strategically aligned with your objectives, these immersive event activations don't just enhance the attendee experience; they are powerful engines for demonstrable ROI.
DIY Flower Crown Activation at Bishop-McCann Program

What Is an Event Activation?

An event activation is a strategic and interactive approach to event planning that involves creating an immersive experience that allows participants to connect with a brand on a personal level. These activations can take various forms, such as live demonstrations, social media walls, celebrity or influencer engagements, interactive art installations, or customized experiences that are tailored to an individual's preferences by offering personalized merchandise or custom product samples. The goal is to create memorable, immersive moments that capture the essence of your overall program messaging. The added bonus is that these activations then extend the event's reach far beyond the physical attendees, generating digital impressions and increased brand visibility without additional advertising costs. When tracked, these mentions, hashtags, and impressions provide measurable ROI for brand awareness.

By providing a hands-on experience, activations enable brands to showcase their unique selling points, demonstrate products or services, collect customer feedback, or create social media-worthy moments. These interactions not only enhance brand visibility but also help build positive associations with the brand. 

How Do Event Activations Improve Corporate Events?

Think of a time when you were in a conference or training session that consisted of one person at the front speaking to a room full of people. If it was a high-quality session, you likely remember how that person made you feel. Were you laughing? Intrigued? In contrast, during a shoddy session, you may have seen more disengaged people than active participants.

You’ve undoubtedly been at a session that seems much more lively than others. What was the difference? The instructor, trainer, or session leader likely found a way to “activate” attendees via projects, tasks, or even discussion questions. Maybe humor or a fascinating story. Thankfully, much like learning situations, where the benefits of active learning are well documented, event activations can have the same impact.

So how exactly can event activations improve your next corporate event? When constructed thoughtfully, they can:

• Increase engagement and participation
• Improve employee morale 
• Increase teamwork, connection, and collaboration 
• Enhance your reputation
• Encourage attendees to step outside their comfort zones 
• Increase creative thinking and problem-solving skills
• Create lasting memories

One thing you’ll notice about all of these is that the impact is significant. For example, higher engagement leads to stronger brand recall, positive sentiment, and a more memorable experience. This translates to increased brand loyalty, higher conversion rates post-event, and greater word-of-mouth marketing (social shares, recommendations, etc). Participating in the event helps immerse attendees in the moment, but the ROI lasts long after the event has ended.

Creative Strategies for Corporate Event Activations That Attendees Will Love

So you’re trying to engage your guests and get attendees involved in a way that creates lasting memories, but it’s not clear where to start. Thankfully, we have a few ideas for you.

1. Tap into attendees’ creative sides
Corporate events don’t need to be a series of sessions or workshops, then by food and drink, followed by entertainment. In short, they don’t need to be passive with attendees shuffling from event space to event space. Providing opportunities with something as simple as a social media wall displaying posts that use your hashtags (and ask attendees to take creative photos) or something as interactive as a group art project can all be great ways to engage guests, build community, and get creative. (We loved the way attendees were able to express themselves with the glow-in-the-dark paint sculpture at a previous Adobe Max!).

2. Create keepsakes
Some of the most successful event activations at corporate events are ones that allow attendees to create keepsakes. We’ve seen everything from t-shirts and hats to vinyl albums and more. Not only does this provide an activation that taps into creativity, but it also helps provide a lasting memory of the event experience (and all that goes along with it).
Painted Vinyl Keepsake at Bishop-McCann Program

3. Consider celebrity or influencer engagement
Inviting celebrities or influencers associated with the brand or industry to interact with attendees, take photos, or host sessions creates excitement for the event. Be sure to select an individual whose audience aligns with your target demographic. Once selected, work closely with the celebrity or influencer to create engaging content ideas to highlight your brand and event. Make sure you organize interactive sessions, so your attendees can get face time with the individual. This could include Q&A sessions, meet and greets, or live demonstrations related to your brand. Be sure to create unique photo opportunities by designing visually appealing setups or backdrops featuring your logo. 

4. Provide interactive opportunities throughout the event
Often, we consider event activations outside of the normal course of corporate events as something extra, but some of the most successful event activations are actually incorporated into existing event activities. For example, your sessions and speakers should have Q&A sessions that allow your attendees to get involved. Similarly, skip entertainment one night and include an opportunity for attendees to be the star of the show, such as a karaoke night or a ’70s dance party. Some businesses have even turned these into annual competitions that generate considerable excitement leading up to the event.

5. Harness technology
We’ve talked about virtual reality (VR) and augmented reality (AR) in our tech blogs, and activations are a great way to utilize them. VR and AR have the potential to create amazing experiences for your attendees and provide a quick escape. A VR/AR lounge, especially in the lobby or a centralized area, is a great way to engage your attendees and provide an exciting, immersive virtual experience or a location-based treasure hunt that places digital elements in a real-world setting. 

6. Include volunteering or other socially responsible activities
Incorporating volunteering into your event not only serves the community you are in, but it also stimulates teamwork, boosts morale, and enhances your brand’s image. In addition, you activate attendees and reap the other benefits of socially responsible activities. There are a wide variety of options, even on incentive trips. Start by asking your employees to nominate organizations they are interested in or involved with and vote on an appropriate activity to assist that organization. It can be anything from putting together care packages to planting trees.

7. Incorporate data capture
Unlike passive advertising, activations can provide a value exchange where participants willingly offer details in exchange for a unique experience, prize, or exclusive content. This active participation yields higher quality leads as individuals are self-selecting based on interest. For instance, a gamified quiz or a contest at a booth can require participants to input their contact information to play or claim a special swag bag, simultaneously capturing valuable data and qualifying their interest. Plus, if you have vendors or sponsors, this is an excellent opportunity to loop them in beyond your standard gifting. Event technology further streamlines this process through QR code scans, digital lead forms, and integrated event apps, allowing for seamless data collection and immediate follow-up to nurture these prospects into actionable leads.

8. Create something unique
Whether it’s an opportunity to create activations related to your event theme or the location of your incentive trip, unique activations make a powerful impact. Be sure to design activities that captivate attendees, promote brand interaction, and create memorable experiences. From celebrity interactions to immersive VR environments that transport attendees, event activations allow your attendees to become active participants, not just spectators. Don’t be afraid to think outside the box and do something that’s never been done before! Those can be some of the most memorable aspects of your corporate event. So no matter what type of event you are hosting, embrace the power of interactivity, the magic of immersive experiences, and the potential of connection.

So no matter what type of event you are hosting, embrace the power of interactivity, the magic of immersive experiences, and the potential of connection. 

Strong corporate event ROI strategies help you plan every element of the event with purpose, ensuring that your budget, programming, and activations work together to support business goals. Rather than viewing activations as nice-to-have extras, tying them to your ROI strategy turns them into powerful tools for brand storytelling, lead generation, and long-term engagement. They can be designed to capture attendee data, increase dwell time, or encourage social sharing—all of which provide measurable outcomes that justify your investment.

When strategically aligned with your goals, immersive event activations not only enhance the attendee experience but also directly contribute to measurable ROI. That’s the difference between a fun event and one that moves the needle.

Looking for a team to help you do just that? That’s Bishop-McCann. We’ve created memorable events for decades, and our team is ready to tap into the transformative power of activations for your next event. Get in touch!