There’s a reason we remember the little things.
A look exchanged across a crowded room. The exact words of a speaker who says what we’ve been feeling. A spontaneous laugh in a breakout session. These moments might last seconds, but they shape how we feel about an experience — and about the brand behind it.
In today’s increasingly digital and distracted world, events remain one of the rare spaces where people give their full attention. When done right, events don’t just communicate value — they create it. They spark emotion. They build relationships. They catalyse decisions. But none of this happens by accident.
Creating these moments is both an art and a science. And with the help of AI and event technology, we now have the tools to be more intentional than ever — from the moment someone registers to the moment they walk away with a story they’ll remember.
It starts before they even arrive
We all know that events don’t start on the day attendees walk through the doors — but what’s often overlooked is how much potential lives in that pre-event window. Registration, for example, isn’t just a logistical step; it’s a brand moment. A well-designed registration journey should reflect the tone of your event, feel intuitive and welcoming, and adapt to different types of attendees. With Cvent’s AI-powered tools, you can go a step further, offering personalised session recommendations, tailored agendas, and even surfacing relevant add-ons in a way that feels helpful rather than hard-sell.
But registration is just the beginning. The lead-up to the event is a powerful space to build anticipation, emotional connection, and early engagement. Think beyond emails. What would it look like to surprise and delight attendees before they arrive? Personalised countdowns on social media, teaser content, and curated behind-the-scenes moments can all spark excitement. Sending thoughtful swag boxes or branded gifts to attendees’ homes, especially when aligned with their interests or the event theme, adds a layer of personal connection that makes them feel seen and valued. You can also prime engagement by facilitating pre-event interactions like welcome mixers, in-app networking prompts, or intelligent session matchmaking.
These aren’t just nice extras, they’re strategic touchpoints. When done well, they shift attendees from passive participants to emotionally invested advocates before the event even begins. If you're already putting in the effort to plan a standout in-person experience, don't let the pre-event journey be an afterthought. It's your first chance to show up, connect, and create a moment that matters.
Finding the perfect fit — the emotional power of the space
Venue sourcing is often seen as a logistical task (ticking boxes for capacity, location and budget), but in reality, it’s one of the most emotionally charged decisions you make when planning an event. The space you choose doesn’t just house the experience; it shapes it. It sets the tone, influences energy, and becomes a core part of the memory your attendees take away.
Some venues do more than provide four walls and AV — they create a feeling. Have you ever noticed how many hotels have their own beautiful, distinctive smell? That quiet signature in the air that instantly tells you where you are and, if you’ve been there before, reminds you of what you experienced last time. When we walked into InterContinental – The O2 for our site visit this year, it felt like returning home. That scent, the light in the lobby, the familiar layout brought back years of connection, energy, and creativity from previous Cvent CONNECT Europe events. That’s the power of place.
Even when a venue needs transformation — through branding, lighting, staging, or design — starting with a space that evokes the right feeling or gives you a solid foundation to build on makes a difference. It’s not always about perfection; it’s about potential. Can you make the space feel like yours? Can it elevate the emotional tone you want to set?
Choosing the right venue isn’t just about logistics. It’s about atmosphere, memory, flexibility, and how the space supports the kind of moments you’re trying to create. When you find a place that resonates, not just in function but in feeling, you give your event a home that attendees won’t soon forget.
With Cvent’s AI-enhanced Venue Sourcing Platform, planners can filter through thousands of global venues with intelligent recommendations based on budget, capacity, location, and even past attendee feedback. Instead of endless back-and-forth emails and spreadsheets, you’re empowered to make confident, data-backed decisions quickly, freeing up time for creativity and strategy.
Check-In as a Defining Moment of Experience
On-site check-in is both a pressure point and a powerful opportunity. It’s the first real-life moment where your event becomes tangible, and it sets the emotional tone for everything that follows. There’s nothing like arriving excited and curious only to be greeted by a long queue and confusion—it instantly flattens the energy.
With mobile check-in, badge printing, facial recognition, and QR code scanning, you can create a seamless, even joyful entry moment. We’ve seen it time and again: when people move through check-in quickly and easily, they arrive more relaxed, more open, and more receptive to connection. It’s a subtle but powerful shift. As we like to say:
“When you reduce friction at the entrance, you increase openness throughout the event.”
But why stop at smooth when you can make check-in fun?
There are so many ways to elevate this moment into something memorable. Add a live DJ or curated playlist that sets the vibe — upbeat, welcoming, energising. Introduce gamified elements like check-in challenges or instant-win prizes for the first 50 attendees through the door. Branded selfie spots or interactive photobooths can double as digital souvenirs and social content generators. Friendly, costumed greeters, scent diffusers, or even a pop-up coffee bar can inject surprise and joy into what’s typically just a functional step.
AI plays a growing role here too, helping organisers anticipate peak times, deploy staff more effectively, and dynamically route attendees to the fastest check-in station. It’s the kind of smart, invisible tech that makes a visible difference—but when paired with moments of delight and interaction, it becomes more than efficient—it becomes memorable.
Because the first impression isn’t just about getting people in the door. It’s about how they feel when they get there.
The mobile app: your secret weapon for in-moment magic
Once the event is underway, everything accelerates. Attendees are navigating content, people, and decisions, and the mobile app becomes the central nervous system.
It’s more than just an agenda or map. Today’s event apps, like those from Cvent, allow for live polls, push notifications, networking suggestions, session check-ins, and personalised agendas — all supported by AI. Now, with the latest AI features, the app goes even further: attendees can instantly access AI-generated session snippets and takeaways, which provide concise, professional summaries of session content right within the app. This means that even if someone misses a session, they can quickly catch up on the highlights and key insights, making every moment count.
Imagine this: an attendee checks into a session on marketing automation. The app immediately suggests a peer they should connect with, who works in a similar industry. It highlights an upcoming session on ROI measurement, shows where to grab a coffee in the quietest corner of the venue, and—thanks to the Attendee Assistant, an AI-powered chatbot—answers questions about session details, speaker bios, or event logistics in real time. The Attendee Assistant can even provide direct links to enrol in sessions or access session documents, and offers personalised recommendations based on each attendee’s profile and interests.
This is no longer hypothetical. AI is enabling all of it, not just curating content but moments that feel like serendipity but are actually smart design. With features like on-demand video summaries, AI-powered networking and session recommendations, and editable session takeaways, the app ensures that every attendee’s experience is both personalised and accessible.
And for marketers and planners? Every tap and swipe is a signal. Every moment of in-app engagement helps us understand what our audience cares about — so we can deliver more of what matters, while AI-driven tools streamline content creation and event management behind the scenes.
Beyond the event: where the realimpact lives
One of the most overlooked truths in events is this: the event isn’t the end — it’s the beginning.
The days and weeks that follow are where business decisions are made, partnerships are explored, and sales conversations continue. But that can only happen if we follow up with purpose.
This is where your event data becomes a catalyst.
Cvent’s analytics tools—now supercharged by AI—help surface the most engaged attendees, identify drop-off points, and highlight which sessions created the most energy. Based on post-event data, they can even write initial email drafts or campaign summaries, giving marketers and field teams a massive head start.
“If you treat data as a record of what happened, you miss its power. But if you treat it as a guide for what to do next, it becomes transformative.”
This is how moments become movements. By capturing, understanding, and acting on them.
Let’s keep making moments that matter
Events are one of the few spaces where people give us the gift of their time and attention. It’s our responsibility to make that time count—not just for the experience in the room, but for the impact that follows. Every conversation, every connection, every shared insight has the power to spark new relationships and drive business forward. That’s why events aren’t just about engagement—they’re a powerful engine for growth, fueling the funnel with real, human interactions that can’t be replicated anywhere else.
So the next time you’re planning, think beyond agendas and catering. Think about the moments your attendees will talk about on the train home. The memories that stick. The connections that last.
And know that you don’t have to do it alone. Cvent’s technology — from AI-powered registration and sourcing to smart apps and analytics — is here to help you create more meaningful, measurable, and memorable moments.
Because when we say Moments Matter, we mean it.
Every single one.
