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Creating Impactful Events and Fostering Community Connections: Insights from Noelle Gardner, Head of Events & Advocacy at Armis

Updated: Sep 20


Insights from Noelle Gardner, Head of Events & Advocacy at Armis


Are you aiming to create events that truly resonate with attendees and build strong community connections? Event leaders often struggle to go beyond traditional methods to deliver memorable experiences.


The push for innovation in the event industry can be daunting, but with insights from a seasoned professional like Noelle Gardner, Head of Events & Advocacy at Armis, challenges become opportunities. Dive into her expert strategies to elevate your events and foster meaningful engagement and sustainability.


Expert Insights


Crafting Unique Event Experiences

Creating memorable and impactful events requires more than just following traditional formats; it involves crafting unique experiences that captivate and engage attendees. For example, turning traditional executive meeting spaces into themed suites or creating interactive and engaging areas can significantly enhance the event experience. 

These immersive settings not only make the event stand out but also resonate deeply with attendees, providing them with unique memories that go beyond the usual conference or trade show setup.

“It’s really about how you make people feel. For me, every event is about how you connect with people and create something memorable.” - Noelle Gardner

Here are some actionable steps to craft unique event experiences:

  • Rethink traditional event spaces. Consider transforming a hotel floor into themed suites, each with a unique ambiance and purpose. This can include interactive installations, immersive technology, or creative decor that aligns with your event's theme.

  • Develop activities that resonate with your audience, such as live demonstrations, workshops, or interactive sessions. Ensure these activities are relevant to the event's goals and your attendees' interests.

  • Partner with other brands or organizations to co-sponsor different aspects of the event. This not only helps share costs but also brings additional value and diversity to the event.


Creativity Under Constraints

When faced with budget constraints, leveraging creativity to deliver high-impact events becomes essential. Noelle Gardner highlights the importance of ingenuity, sharing, 

“We turned a hotel floor into themed suites and called it ‘The Suite Life.’ It was a creative solution that met our budget and created an intimate, engaging atmosphere.” 

By exploring unique branding opportunities and developing innovative solutions, event organizers can transform standard formats into engaging and memorable experiences without exceeding budget limitations. This approach showcases the ability to maintain high-quality events through resourcefulness and inventive thinking, ensuring that the event remains impactful and memorable.


Important steps to keep in mind are:

  • Identify areas where costs can be reduced without compromising the event quality. For example, negotiate with venues to take over entire floors or create themed areas that enhance branding opportunities.

  • Develop creative concepts that make the event stand out. This can include themed suites, interactive installations, or experiential activities that engage attendees in a meaningful way.

  • Seek partnerships and sponsorships to share costs and enhance the event's value. Collaborate with other organizations to co-host sessions, provide unique experiences, or offer valuable content.


Embracing Sustainability and Philanthropy

Incorporating sustainability and corporate social responsibility into event planning is becoming increasingly important. By moving away from traditional swag and focusing on initiatives that contribute to charitable causes, event organizers can create more meaningful and impactful experiences for attendees. 

Noelle Gardner's innovative "scan for a cause" initiative exemplifies this approach. For every badge scanned at their booth, money is donated to St. Jude Children's Research Hospital. 

“Our initiative has not only reduced waste but also made our interactions more meaningful and engaging.” - Noelle Gardner

This strategy enhances the company’s corporate social responsibility profile, resonating deeply with attendees and showcasing the company’s commitment to making a positive impact. The positive reception and increased engagement from attendees highlight the importance of sustainability and social responsibility in event planning, inspiring other exhibitors and organizers to adopt similar practices.


Action steps to embrace sustainability and philanthropy through your events: 

  • Replace traditional promotional items with sustainable alternatives or charitable donations. 

  • Offer attendees opportunities to participate in charitable activities during the event. This can include on-site donation stations, volunteer opportunities, or interactive charity drives.

  • Use the event platform to educate stakeholders and attendees about the benefits of sustainable practices. Highlight your company's commitment to social responsibility through presentations, panels, and discussions.


Maximizing Event ROI through Analytics

Accurately measuring the success of an event is crucial for continuous improvement and ensuring a positive return on investment. Implementing comprehensive tracking systems and performing post-event analysis allows organizers to understand what elements were successful and what areas need improvement. Noelle Gardner's approach combines real-time tracking, detailed post-event analysis, financial metrics, and continuous improvement to achieve tangible business results.


Noelle's team sets up a parent campaign before the event, with sub-campaigns for various activities. This structure helps track the effectiveness of different components. They monitor attendance and engagement in real time by tracking the number of people attending theater presentations in their booth every hour, allowing for immediate strategy adjustments.

This data-driven approach enables you to make informed decisions for future events, optimizing strategies and maximizing the overall impact and success of your events.


Some action steps to follow are: 

  • Set up robust tracking systems to monitor all event activities and attendee engagements. Use sub-campaigns for specific elements of the event to gather detailed data.

  • Analyze the collected data to identify successful elements and areas for improvement. 

  • Use insights from the data analysis to adjust future event strategies. Focus on enhancing elements that showed high engagement and revisiting or replacing those that didn't meet expectations.


Fostering Relationships and Advocacy

Building strong relationships with attendees and creating a robust advocacy program is crucial for long-term success in the events industry. Engaging customers through testimonials, case studies, and exclusive events helps build a community of advocates who can authentically vouch for your brand. 

“Our advocacy program involves our customers sharing their experiences. They tell our story far better than we ever could.” - Noelle Gardner

After each event, Noelle's team conducts a thorough post-event analysis to understand what worked and what didn’t. They examine scans, attendance, and engagement levels across various event components. Her team fosters continuous improvement by regularly asking themselves, "What could we be doing better?". This feedback loop is essential for identifying areas for enhancement and ensuring future event success. Developing a structured advocacy program encourages loyal customers to share their positive experiences, creating a network of advocates who amplify your brand’s reach and credibility. This enhances brand loyalty and drives organic growth through word-of-mouth referrals.


Important steps to foster relationships and advocacy:

  • Foster genuine relationships with attendees by providing unique and meaningful engagement opportunities. Use testimonials and case studies from satisfied customers to showcase the value of your brand.

  • Organize exclusive events and virtual roundtables focused on product development input and community building. 

  • Develop a structured advocacy program that encourages loyal customers to share their positive experiences. Provide incentives for advocacy and create platforms for customers to share their stories.

  • Work together to send follow-up emails to attendees, maintaining engagement and driving further actions from collected leads.



By integrating these insights, you can transform your event planning strategies to create impactful experiences and foster meaningful community connections.

"In everything that I do, I strive to find the best way to create meaningful and memorable experiences, making a positive impact and helping others along the way." – Noelle Gardner

Apply Noelle’s expert strategies to elevate your events. Embrace creativity under constraints, prioritize sustainability and philanthropy, leverage data analytics for continuous improvement, and build strong advocacy programs. These approaches will not only enhance your events but also ensure they resonate deeply with attendees, fostering long-term engagement and brand loyalty.


To dive deeper into Noelle's insights, watch the full episode here:



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