Eight Steps to Producing Engaging In-Person Events

Producing an event with impact takes careful planning and requires a deep understanding of your audience. In other words, keeping the intended audience front and center during the planning process is a key part of your success. Start with a clear strategy and an understanding of overall goals. This sets the stage for delivering an experience that continues to resonate long after it’s over. This article will act as a step-by-step guide for essential best practices to ensure your next function not only meets its objectives but leaves a powerful, lasting impression on attendees.

Understanding the Value of In-Person Events

Why should a business consider holding in-person events? The answer is simple. They foster a sense of community and belonging in a way that virtual interactions do not. At these in-person meetings, attendees can network face-to-face and build stronger relationships with one another. These interactions can lead to other non-tangible benefits like fostering team building, contributing to brand visibility, and generating higher engagement levels with key audiences.

A 2021 Statista survey directed to B2B marketers worldwide showed that respondents prefer in-person events at an almost 2 to 1 ratio, with 57% of respondents expressing a preference for an in-person format versus 22% of respondents preferring virtual. These types of gatherings provide a platform for showcasing products and services, providing updates to training and technology, and boosting company culture, all of which can greatly improve your brand’s standing and industry reputation. For employee-focused events, “improving productivity, connecting teams, [and] reducing turnover” are additional benefits firms can expect and the face-to-face time opens space for real-time feedback and conversation, leading to more natural interactions and better understanding of needs.

Whether you host a trade show, conference, seminar, workshop, or other type of event, aim to captivate attendees’ attention so that they leave feeling inspired, connected, energized, or with a renewed sense of purpose and enthusiasm for your company. Here are 8 steps for developing an effective planning strategy that leads to an impactful event.

1

Define the Event’s Purpose and Audience

Before diving into the details, start with a clear understanding of your event’s purpose. You should be able to easily answer the question: “What is the event’s primary objective?” Is it to launch a brand refresh? Introduce a new product? Celebrate a milestone? Clarifying the event’s purpose as a first step will determine what success looks like from the start.

Define your audience as part of this first step. Is it industry professionals, existing clients and partners, or prospective clients? This will also greatly influence your goals. With your audience and goals defined, you can then create compelling content to further tailor the event to their needs, interests, and preferences.

During this stage, also make sure you’ve established key success metrics such as attendance rates, participant feedback, or social media reach. These will allow for objective evaluation after the event.

2

Create an Outreach Strategy to Connect

With clarity of goals, create an outreach plan that will inform your audience, drive interest, and encourage attendance. An email list is one important aspect of this to promote your event. Through this communication channel, you have a direct line to your attendees.

Map out the messages and the cadence you’ll use to make sure you’re hitting on the goals and intentions of the meeting. What do attendees need to know prior to arriving? Are there critical items they should be aware of before arriving? When and how do you follow-up with participants?

While email is an excellent communication channel, don’t forget to utilize social media to generate buzz before and during the gathering. Does your event need a hashtag to track across the social apps? Are real-time updates needed to share happenings to audiences not in attendance? The ability to disseminate information in a regular and consistent manner will increase your chances of a successful turnout.

3

Select a Venue that Enhances the Experience

The venue sets the stage so select a location that not only meets logistical needs but also enhances the overall experience.

The venue should both reflect and amplify the intended atmosphere. For example, a formal conference may be better suited for a convention center or hotel ballroom than a shared office space or restaurant.

Make sure the venue can comfortably accommodate your expected number of attendees and consider factors such as accessibility, ambiance, and facilities. You should investigate amenities such as catering options, audio-visual equipment, and Wi-Fi connectivity as these services can significantly impact the experience for everyone.

4

Craft Compelling Content for Attendees

Compelling content is at the heart of any successful event. Make sure to choose topics that are relevant, timely, and offer a mix of content types, but align with the gathering’s purpose. Offer a variety of activities to keep attendees engaged and ensure a well-rounded experience. Keynote speeches and sizzle reels are great for inducing inspiration and excitement, while panel discussions and breakout sessions allow for interaction and conversation. Tradeshow exhibitions and training seminars can provide one-on-one encounters and valuable hands-on knowledge.

Aim to feature a lineup of speakers and panelists that will speak to the event’s purpose. Would your audience benefit from a mix of industry experts, thought leaders, and practitioners who can provide valuable insights? Would it be helpful to hear from people in the field, who use and promote the products or services offered? The content you create and present must be driven by the goals established and flow must be dynamic to keep your audience active and interested.

5

Facilitate Networking Opportunities to Build Relationships

Foster meaningful connections by incorporating structured networking sessions, such as speed networking or roundtable discussions. These sessions allow attendees to meet colleagues or attendees in a short amount of time, facilitating new connections.

Consider using dedicated apps or online platforms to facilitate networking before, during, and after the in-person event. Features like attendee profiles, matchmaking, and messaging can help attendees connect with others who share similar interests or goals.

Include designated networking areas where you section off dedicated spaces within the venue for attendees to gather and connect with speakers, other partners, or firm leadership. This can go a long way in improving the attendee experience.

6

Create Memorable Experiences

Paying close attention to the complete experience is arguably the most important part of creating your in-person event. You want your attendees to leave feeling motivated, inspired, and energized. But how?

Encourage active participation and consider incorporating interactive elements, such as hands-on workshops or immersive exhibits to test a product or talk through potential work scenarios. These activities engage multiple senses and get people to contribute, making the experience more memorable. Consider handing out a branded piece that reinforces the overall theme that can live on attendees’ desks

Use storytelling techniques in presentations or breakout sessions to evoke emotions and create a narrative that resonates. Share moving stories through speeches or testimonials that leave a lasting impact.

Create compelling branded materials that can include personalized agendas, customized content, company swag, and more. Not only do these items contribute to a more memorable experience but also toward a cohesive expression of your brand.

7

Collect Feedback and Measure Success to Identify Future Opportunities

Measuring your event’s success is a critical element to determining its effectiveness. Consider preparing post-event surveys that ask for feedback on the content, speakers, logistics, and attendees’ overall satisfaction.

Using the established success metrics, reflect on whether your gathering met or didn’t meet expectations. For example, if your attendance rate was much lower than you thought, find ways to boost attendance next time.

When it comes to determining success, adopt a continuous improvement mindset. After gathering feedback and analyzing your metrics, use these insights to refine your approach for future in-person events.

8

Consider Post-Event Touchpoints to Sustain Relationships

Don’t forget to acknowledge and thank attendees for their participation via email, on social, or even consider the personal touch of a hand-written note. Find ways to connect to these attendees, even after the event is over. Encourage them to stay up to date on company happenings by following the company on social media or subscribing to your digital newsletter.

Find opportunities for post-event engagement to extend momentum beyond the meeting, gathering, or conference. For example, create a branded takeaway piece that reinforces the event’s theme to remind attendees of their experience. Or internally, schedule a debrief with your team to reflect on conversations that took place during the event and provide opportunities to extend lessons learned to individuals who were unable to attend.

Whatever the touchpoint, make sure that you are continuing to build on relationships since connecting with the attendees is what your in-person event is all about.

Your Blueprint for an Enhanced Experience

In-person gatherings not only greatly contribute to fostering positive brand associations, but they also help build trust and rapport among team members, partners, clients, and/or other participants. By implementing these strategic best practices, you can enhance the impact and success of your conference, meeting, or other function.

Create deeper, more meaningful relationships for not just your company but for others—building more purposeful experiences that resonate and that leave a lasting impression.