Producing Marketing Events: All About the Difference Between Event Concept and Theme

Event concept is one of the broadest and most confusing terms in the field of experiential marketing, and it can be found in other industries as well, such as creative, events, graphic design, writing, content production, and more. A concept is the ideational connection between design, message, and audience. A concept is the idea on which marketing activity and its form of communication to the target audience will be based.

Here’s the English translation:

So what’s the difference between an event concept and a theme? A theme, or “topic,” is a visual wrapper that unifies different applications in a project. For example: at an event with themes like “Superheroes” or “Tropical Summer,” it’s very easy to connect visually. These topics are familiar and our brain conjures up thousands of associative images, which makes identification and orientation easier. It’s very easy to use this look, but on the other hand, it creates a sense of genericity and the result is a detachment of the final appearance from the brand’s messages and missing your target audience.

When it comes to producing marketing events, when there’s no concept and only a theme is used, the products are “flattened” and reduced to just a visual experience. This situation leaves out a wide sensory range and rich strategic content worlds for unique, deep, and long-term implementation of messages among your target audience.

How can you still connect experiential marketing activity with brand values? Why was this direction chosen and not another? Where does the company come into play? What does this say about my brand? These questions and many more will lead to cracking a meaningful concept that works in a fundamental and long-term way. The process of building a concept is complex and requires research and understanding of the brand’s DNA.