GIANNA'S GEM: 5 Ways to Transform Your Events from Basic to Best in Class

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Hi there,

I’ve gotten several requests in the past week from clients about how to to make their events stand out and be truly memorable in a crowded space. Having also just presented on Experiential Events and their associated ROI at a summit hosted by The Four Seasons for Tech Event Leaders, it felt timely to share a few key strategies and frameworks for what it takes to move a basic event to the next level.

The scenario: Often clients come to me and have the basics down: planning documents in place, venue or sponsorship secured, stakeholders on board…that’s great! 

But here's the thing: your event can be flawlessly executed down to the last cent of your budget, but if your audience is bored, disengaged, or worse—disappointed—then a real opportunity has been missed. 

So: Don’t make your event just another meeting! Lead with The Why through every touch point from pre-event to finish, and make sure you’re taking your attendees from → to a better place as a result of attending your event. I like to say - your attendees should experience a range of emotions at your event, and ideal experience catharsis and/or transformation by the end. That is true experiential excellence!

This week’s Gianna's Gem is all about moving beyond the paint-by-numbers approach to create something truly incredible. For me, it feels like transitioning from playing classical music, where all the notes are already written and all you have to do is practice reading and executing, to jazz—where you build on that foundation but take risks, riff by listening and engaging with your bandmates, experiment, and stretch your imagination to places you didn't even know it could go.

Gianna's Gem: You have all the creativity you need to become a standout in an industry that thrives on originality. The difference between good and legendary is the willingness to surprise and delight attendees rather than settle for safe and ordinary.


Pro tip 1. Master the Art of Surprise and Delight

I want to challenge you: for every event you plan, from the smallest birthday party to the biggest corporate conference, try to surprise and delight your attendees at least once.

The most memorable experiences are novel, different, surprising - In fact, I learned a stat just today that attendees are 3X more likely to remember a hotel when it incorporates fun / delight rather than nice amenities. That's why you never forget your first visit to your favorite city, but you probably can't distinguish your fifth and sixth trips. The element of surprise and novelty gives your events that prized place in people's memories.

A few examples from my Google days:

When Google's self-driving cars were brand new, I negotiated with the team to offer test drives at an event. But we only had a few cars and limited time. The solution? Golden tickets hidden under random seats, Willy Wonka-style. Nobody got upset because it was completely random, and for those lucky riders, it was unforgettable. We also offered the opportunity to book a drive at a future date and take photos with the cars for the other guests—everybody won.

At my own wedding, we needed to transition guests between locations (always challenging with adults!). So I gave my dad a real saber and had him corral everyone by slicing the top off a champagne bottle off the balcony of Auberge du Soleil. We had champagne flutes lined up on a table with everyone’s table numbers on them which we then served to guests so they could have a drink in hand as they found their tables - delightful and effective. What could have been an awkward moment became one of the most talked-about parts of the day.

For the Google Home Mini launch, we created a pop-up in New York where people could ask questions to showcase the product features. When they left, they'd receive a cute box containing either a delicious artisanal donut OR an actual Google Home Mini. The slogan was "size of a donut, power of a superhero," and we made countless brand advocates that day plus the campaign went viral for over a year around the country.


Pro Tip 2. Eliminate Pain Points Like a Pro

Remember Maslow's hierarchy of needs? We can't focus on higher things like beauty and self-actualization until we've handled basics like food and shelter. This applies exceptionally to events.

Yet how many times do events fall short because we've forgotten creature comforts to put attendees at ease and in the frame of mind to “stay and play”? The room's too hot/cold, the food's terrible, the coffee isn’t premium or refreshed and there isn’t comfortable and ample eating and charging stations.

Gianna's Gem: If you eliminate pain points by replacing them with delight, you can create brand evangelists for life and retain attendees at your event and beyond.


Example 1: The universal pain point: dead phone batteries. Is there anything worse than getting that low battery notification when you're trying to take photos, exchange contact info  or take important notes?

At one event where we were giving out tablets, we had chargers built into custom seating with little cubbies for devices and even a "device check" system for “cell-cierge” service. Those sofas were so comfortable that people stuck around and loved the chance to relax without having to escape back to their hotel room to plug in their devices. They didn’t miss a beat and we didn’t have any attrition during key moments.

Don't have budget for custom furniture? Take note from TED—they have charging lounges all over with outlets and big TVs so attendees can multitask without missing content.

Other creature comfort wins:

  • Temperature planning (ladies, we're always cold!) so consider logo'd pashminas for outdoor evening events (great for photos and free advertising later)

  • Strategic food placement to prevent hangry guests (long keynotes can have snacks and waters at every seat for instance)

  • Live hospitality support or product experts on hand for technical issues


Pro Tip # 3. Make Everyone Feel Like a VIP Through Personalization

Here's a recipe for surprise and delight: customize at least one element of the experience for each attendee. Why? Because the whole experience suddenly feels relevant and personal to them, and it's a powerful way to build brand love and word of mouth sharing post-event.

Learning from the hospitality masters:

The Four Seasons (where I just had the pleasure of speaking) memorizes guest names—a simple, but personal welcome gesture that is highly effective and signals their commitment to every customer’s experience. When a brand greets you by name, and consistently across all staff departments and hotel locations, they are saying “We value you” and that sets the stage for what’s to come at every touchpoint with the brand. 

My favorite San Francisco restaurant, BirdSong, researches each guest in advance. When I asked how they knew I cared about wine after I had some very VIP treatment from their sommelier before even asking, they explained they'd discovered I was a Certified Court Master Sommelier and Google every guest to serve them better. That took virtually no budget, just 10 minutes of research. But the brand love it created? I've been back countless times and sent dozens of friends after telling them this story. I'm telling you right now, and they're still getting dividends from that attention to detail!


Technology can help, but use it wisely:

At one Google event, we let guests customize name badges using an app that created avatars of attendees. People loved personalizing their hair color, eye color, and more—all printable on bags and swag they helped create. They could later share these Androidified avatar images on social and have them printed on custom swag like bags and t-shirts.

We also gamified swag at another event. Attendees earned points for completing activities and could exchange them for items they actually wanted, including things for their pets and kids (something we couldn't offer if everyone got the same merchandise).

Photo opportunities are gold: For the Google Lunar X prize, we created a booth where people could be superimposed on the Moonshot movie premier film poster. It was not only a priceless gifting experience with a personalized touch, but was also virtually shared everywhere on social media because everyone wanted to look like a star in a JJ Abrams film!


Pro Tip # 4. Create a Consistent Journey from Start to Finish

Every good marketer knows consistency is key to a powerful brand. Studies have been shown that people respond more and more favorably to a brand the more times they are exposed to it (it’s also why certain pop hits grow on you over time). Your website should match your out of home ads, which should match your digital signature and electronic invites. If that's true for marketing generally, why would event marketing be different?

Gianna's Gem: Think of your event as a journey. You're taking your audience from where they were when they arrived to somewhere new—often a new understanding, motivation, or even identity.

The best way to build consistency is having a clear value proposition and call to action throughout every touchpoint—from your first invitation to your last follow-up survey. 

Value proposition: What is the ROI for your attendees? Lead with that promise and let it guide you through every decision you make while planning: Why should they be here? What's in it for them? Will they learn something new, meet someone important, or experience a product firsthand?

At one Google product launch, we had devices ready to unwrap at each place setting so everyone could see, feel, and experience the product the moment the keynote speaker started sharing features. Don't you think they were glad to be in the audience that day?

Call to action: This is the outcome you're hoping for. If attendees feel they got value from the event, they're much more likely to follow through—whether that's writing positive reviews, scheduling sales meetings, or joining your newsletter.

ROI Tip - Survey 101: Send post-event surveys within hours, not days. Catch them while feedback is fresh and before they move on to other priorities. For Execs, ask just one question such as: Would you attend this event again? Or… What is ONE thing you’d improve…or is there one person you’d like us to connect you to after the event?


Pro Tip #5. Master the Emotional Landscape

With this final technique, we come full circle. Surprise and delight should be your first emotional priority, but it can't be the only emotion people feel. The best event planners understand how to tap into the full range of emotional responses that create memorable moments.

Gianna's Gem: Actions are inspired by emotions. If you want attendees to follow through on your call to action, identify which emotions will inspire them—excitement, happiness, intrigue, nostalgia, or the desire to give back to the greater society at large.

Nostalgia is incredibly powerful. Sequoia Capital's camping-themed CEO events get executives in the mindset of summer camp problem-solving. I love hosting s'mores-making dessert receptions around campfires—it helps people bond in a comfortable environment while tapping into childhood memories of bonding and collaboration.

Don't overlook food's emotional power: I attended one event where the keynote started in the evening with champagne and caviar instead of morning coffee and snacks. This set the tone for how unique and elevated the entire conference would be, creating excitement and making networking easier.

Create your event's soundtrack: Music is as powerful for events as it is for films. Give thought to your soundscape—energizing music during arrival, soft background during breakfast, exciting entrance music for speakers (but only when appropriate for the setting). I’ve even had a live quartet and house band add rare energy and delight to keynote sessions.

Consider scents: Hotels spend millions on signature scents for brand recognition. I've created signature smells for events and given take-home candles to guests. Simple scents like fresh pine can invigorate, while fresh-baked bread warms people up for networking.


The Secret Sauce for Powerful and Extraordinary Events

The secret to creating life-changing, maybe even world-changing events is taking things from ordinary to extraordinary. Don't get trapped by the usual and normal. To inspire people to action, use presenters, musicians, performers, art, and the right decor to get people in the right mindset.

Can you…Choose one upcoming event and identify three touchpoints where you can ask "How can I make this moment more magical?" Start small—magic often lives in the details, not the budget. Your attendees are ready to be delighted; the question isn't whether you have enough budget, it's whether you're ready to commit to creating memories that matter.

Remember, you have all the creativity you need to become legendary in this industry. The difference lies in your willingness to stretch yourself, surprise your attendees, and create experiences that people can't stop talking about.

What I'm Loving This Week: For all my favorite vendors, partners and products, visit: https://www.giannagaudini.com/gianna-recommends

As someone who has spent over two decades crafting transformational experiences at Google, Amazon, and SoftBank, I'm absolutely enchanted by what Elisa has created with CAKE PICNIC. This isn't just an event—it's pure experiential genius that perfectly embodies what I teach in my masterclasses about creating emotional connections and community-driven experiences. The way Elisa has architected this gathering, from the "no cake, no entry" policy that ensures every attendee is genuinely invested, to the stunning Treasure Island backdrop with panoramic San Francisco skyline views, demonstrates masterful event design that turns a simple concept into something truly magical. 

What strikes me most is how she's created scarcity and urgency (tickets sell out in under 30 seconds!) while maintaining the authentic joy and community spirit that makes people travel from out of state just to participate. The attention to detail—requiring 8-inch minimum cakes on proper cake boards, the beautiful partnerships with Guinness and Ghirardelli, and the "sweetly chaotic" atmosphere—shows someone who understands that the best experiences happen when you combine meticulous planning with genuine human connection. This is exactly the kind of innovative, community-first thinking that transforms ordinary gatherings into unforgettable moments, and I can't wait to bring my best cake and experience the magic myself.


Ready to take your events to the next level? I'd love to hear about your surprise and delight moments! Share them with me onInstagram @giannagaudini orLinkedIn.