If these statements sound familiar, then you’re in trouble. Why?
Truth #1: The event you design and plan for your client is worthless if the attendees find no value in it.
Truth #2: If you make your event attendees experience happy, you’ll make your client happy.
While your client is important, you ultimately create the event for the attendees. As expert Event Manager Julia Rutherford Silvers notes, “The audience for your event is the reason your event is taking place.” So, here are three things you must do if you want to add value for the attendees and create an enjoyable event experience.
Who is attending the event? Are you promoting the event to millennials? Is this event for baby boomers? Or maybe you’d like to attract a mixed audience? Is this a conference for tech companies or medical researchers? By knowing who the attendees are, you’ll be able to start brainstorming event themes, agendas, content, and speakers, all of which will contribute to the strategy—and success—of the event. You’ll also be able to tailor the event to meet their needs with the right event platform and event apps to personalize the experience.
According to Steve Schwartz, a senior research Policy Manager for the Washington Convention Center, people don’t measure their event experience by comparing their current event experience to their last. Instead, they compare their current event experience to their best event experience.
You must first meet attendees’ expectations to pull off an engaging event. For example, if they attend an event to learn, you might want to stack the agenda with expert-led educational sessions. Alternately, if they attend to have fun, the schedule might incorporate contests, games, and entertainment. And if the attendees’ goal is to meet new people, you’ll want to ensure the agenda includes plenty of networking activities.
Remember that for any event format - an in-person, hybrid, or virtual - content is king. Select exciting speakers, engaging subjects, and timely themes that resonate with the audience. Invite industry experts, customers, and preferably at least one high-profile speaker who can draw a crowd. Some of our best practices for building an agenda include:
When planning your client’s event, it’s a good idea to map the end-to-end attendee experience for in-person and virtual participants if you have them. Then, identify “technology touchpoints” in each journey.
When a client engages in your services, know that the event’s success depends on how the attendees experience it. So, take the time to learn what brings value to your attendees and design the event accordingly. To learn more about best practices for adding attendee value to your next event, contact a 6Connex expert today.