Making a Conference Successful
I have the huge privilege of working with an awesome company that has given me the remit of developing content for an annual meeting.
This opportunity was an evolution. We started off helping come up with ideas for the meeting, and then as the gathering became an incubator for new concepts we started to expand what the meeting could do. Though, it has never strayed dramatically from its core purpose - to equip and inspire our guests.
What started off as a necessary project has become something of a passion for me. I LOVE my client, and I am totally energized by the guests that we build the content for. They are the “best of the best” in their sector, and it would be extremely hard indeed not to be inspired.
Over the years, I’ve heard stories about people who put on conferences to simply make money. It’s not an evil pursuit. You determine if there is an existing audience for a certain type of content and then you put it all together. They key is good marketing so the right people hear about it, are intrigued, and sign up. It’s not something I’d ever like to do, it feels highly transactional, but there is absolutely nothing wrong with this approach if it’s your jam.
In my case, building out this meeting was a natural extension of the work that we were already doing for this client. The surprise is just how much we all love helping to bring this meeting to life.
So, if you’ve been tasked with coming up with content or speakers for a client, or an organization, I’d love to share what I hope are some helpful tips around creating an event people will actually enjoy.
Equipping & Inspiring!
First, do make sure the content is equipping and inspiring. No one wants to hear a keynote that’s all fluff, however expertly delivered. Likewise, no one wants to hear a session that is so technical you can’t keep up. There has to be a healthy mix of exciting, awe-inspiring material and something meaty that your audience can chew on.
Solve Your Audience’s Needs
For a meeting to hit the right marks you need to play to your audience’s needs. That requires that you actually understand your audience, and what their particular needs might be at any given point in time. Even if all of your material is shockingly good, if it’s directed at the wrong audience, then you’ve missed the mark - and they will feel it. Understanding who your audience is and what their needs are is critical to being successful in this arena.
Mix & Mingle
Make sure you add in good opportunities for people to mix, mingle and get to know each other. Half of the purpose for going to these types of meetings, gatherings or conferences is to meet other people. If you pack your programs so tight there is no room for mingling, you’ve missed that very important catalyst for showing up. It’s easy to get excited about your content, and forget that people often are at your event just to chew the fat
Entertaining is Key!
This leads me to this all-important aspect of any meeting - entertaining. Making sure that you’re providing great refreshment, and ways in which your audience can do meet ups – dinners, lunches, breakfast, drinks. This is SO important. The client I’m thinking of is in the food business so you can appreciate the added value we get with these meetings. Let’s just say the entertainment is awesome. And I think that’s absolutely a big piece of why people come. They know that in addition to learning new, vital data, they will also be well taken care of in the process. They know they’re going to get to see their peers and have meaningful conversations, all in an uplifting environment.
Be the Expert
And last, if you’re putting on a meeting, the expectation is that you’re an expert at whatever you are presenting. So, be sure to tap the best speakers you can afford to bring the juice. Again, this is an important reason why people actually come out.
If you’re able to put all of these pieces together over a 1-3 day period, then you are probably in good shape to make history with your intended audience. I hope this was helpful!