Successful events are built on a clear purpose, a guiding light that ensures every effort and budget allocation contributes to a meaningful outcome. Be it a knowledge-sharing platform, strategic alignment initiative, networking extravaganza, or celebratory awards ceremony, events need a well- balanced approach for optimal success. That’s precisely where the RASPBERRY 60-20-20 rule steps in: 60% fun, 20% glamour, and 20% work – a recipe for the perfect event equilibrium.
Quality Over Quantity
In the pursuit of maximizing an event’s value, it’s tempting to cram the schedule with back-to-back activities. However, this approach can backfire. Studies have shown that our brains thrive when they have moments to rest and absorb information. Think of those “aha” moments that strike when you’re not tethered to a specific task, like during a drive or a leisurely shower. The same principle applies here. Providing attendees with time to interact, change scenery, and recharge their cognitive batteries sparks creativity and enhances learning and memory.
Breaking content into smaller sessions with frequent short breaks proves beneficial for both attendees’ happiness and presenters’ energy levels. The right dose of downtime is a win-win.
“Fun” with Purpose
When we advocate for dedicating 60% of an event to fun, we’re not suggesting veering off-course from the event’s primary objectives. Instead, we encourage infusing fun into every facet of the event, offering alternative ways to convey information or engage attendees. For example, a product launch could unfold as a Broadway-style musical, or a routine training session could transform into a spirited quiz show. Weaving elements of fun into activities keeps attendees engaged, boosts overall satisfaction, and strengthens the connection with the hosting company or brand.
Glamour Grabs Attention
Whether it’s an in-person, virtual, or hybrid event, guests remember how an event made them feel –
the emotional experience is the essence of event marketing. At RASPBERRY, we define glamour as creating a lasting and impactful first impression, repeatedly. It might manifest as a breathtaking venue, imaginative décor, immersive digital experiences, thoughtful gifts, captivating entertainers, inventive cuisine, or a combination of these elements. The event theme serves as the canvas, allowing you to craft multiple “wow” moments that align with a central concept or idea.
Wellness Matters
Cleveland Clinic’s mindfulness research underscores the importance of wellness for maintaining mental health. Nearly 70% of individuals who consider themselves in “good mental health” prioritize activities like outdoor time, meditation, exercise, and nurturing social bonds. This is particularly vital for multi-day events where a packed schedule can deprive guests of much-needed downtime.
At RASPBERRY, we recommend collaborating with local wellness and mindfulness organizations to help attendees find balance and stay mentally rejuvenated. Integrating these pursuits into events fosters a deeper connection between attendees and companies or brands, portraying them as integral to everyday life rather than just business entities.
With 18 years of experience organizing events for prestigious brands like Hermes, Porsche, and Dior, RASPBERRY has witnessed firsthand the positive impact of the 60-20-20 rule on events. Let us illustrate how events can enrich the mind, body, and work ethic.
