In my previous post, The Secret to Hosting a Great Marketing Event, I shared a story about hosting learning-format events as an entrepreneur.
I then posed several questions for consideration that event producers wrestle with. Each of these questions (and many more) must be considered; however, I suggested that one of the questions took precedence above all others and asked the readers to offer their guesses and to support their reasoning in the Comments.
If you haven’t read Part 1 prior to this post you’re then missing out on the fun. Let me propose that you play along for a moment and read the first post by following this link.
For those who have read Part 1, let’s get into the answers and the meat of this post.
The secret to hosting a great marketing event is that producers must answer question #6, which is:
“What will the attendees value most from coming to this event?”
Variations of a Theme
We can look at different styles of asking similar questions, such as:
– What will attendees takeaway?
– What do we want attendees to feel, become or be inspired to do?
– What should attendees prepare for?
– How will attendees remember their experience?
The secret is to serve the needs of your audience. They likely are sacrificing time and resources to attend your event. You want them to determine that this was a valuable investment of those elements and that they will associate you and your brand through this perceived value.
Once event producers answer that question, everything else connected to the production of the event becomes clearer. The answers to questions about speakers, topics, sponsors, panelists, varies types of sessions and breakouts will take shape. The event itself will gel up and gather momentum around these central themes.
“Begin with the end in mind,” as Stephen Covey wrote in The 7 Habits of Highly Effective People. This approach applies early and often in planning great events and it’s the place our own team starts with for every event Redapt hosts. We target a specific clientele and we are hyper-focused on our brand value and market reputation. This differentiates Redapt’s events from other competing priorities in the minds of the executives who choose to attend.
Have you attended an event when you came away wondering why you had attended or whether the food and beverages was more meaningful than the content itself? If so, then it’s quite probable that the producers didn’t effectively answer the most important question.