In the realm of event content design, it might seem tempting to latch onto a standardized formula for achieving ‘best practice.’ This often leads us into extensive research and attending top-tier events to mimic their strategies for success. However, the reality is that such a one-size-fits-all approach rarely works due to the myriad of variables and different audience reactions involved.
Here at Nectar Creative Communications, we’ve developed five key strategies to craft a ‘best practice’ approach that’s tailored to your unique event needs. These include adapting strategies based on specific audience dynamics and continuously refining your methods.
1. Keep it simple and targeted.
If you’re launching a new conference or revamping an existing one, consider stripping it back to the essentials—often simplicity yields the best results. Avoid getting swept up in the latest tech, celebrity appearances, or elaborate themes unless they genuinely resonate with your audience. Traditionally, the goal has been to bombard attendees with abundant information swiftly, hoping to add value and boost ticket sales. Yet, this might not always be effective. For some audiences, it might be more beneficial to stagger the information delivery over several days using varied formats to maintain engagement.
2. Keep researching to stay ahead of the game
Rather than copying the approaches of other event organizers, focus on staying updated with trends in your industry. Research emerging topics that may interest your audience, providing fresh insights that add unique value to your event. Discussing well-known concepts won’t captivate your attendees; instead, presenting novel perspectives on familiar topics will. This approach ensures your content remains relevant and engaging, preventing your audience from losing interest and diverting their attention elsewhere.
3. Authenticity – focus on your beliefs
When you started your business or began planning your conference, there was a guiding belief and a desired outcome. It’s easy to lose sight of this foundational belief amid daily pressures. Refocusing on that original vision can reinvigorate your event’s purpose. Your audience will sense the depth and passion behind your message, leaving them with a memorable experience. If you’re speaking at your event, consider sharing a personal story about when this belief or dream first ignited within you.
4. Analyse all results – not just the numbers
Reconsider viewing your attendees merely as passive recipients of information. Acknowledge them as active participants in your event, designed with their personal experiences in mind. While basic data like ticket sales can offer insights, they don’t guarantee repeat attendance. For a deeper understanding of your audience’s engagement, consider conducting live polls or surveys during the event. With most attendees likely to have digital devices, this method allows for immediate feedback and insights into their thoughts and reactions.
5. Always put your audience first.
No matter what, keep your audience at the forefront of any plan you make for an event. Think about what you want them to gain from attending and how you want to relay the information to them.
Ask what do you want your audience to learn and take away from your event? If you were in the audience, what would you expect? How would you expect the information to be relayed to you? What would impress you? What wouldn’t you want to see? Form an action plan with your team to see what you would all want to gain from attending an event, match it together with your poll from your previous event and keep moving onwards and upwards.
So remember – your event is unique, your audience is unique and your content should also be unique. This is not a ‘one-size-fits-all’ event design plan so stop looking for one! Create your own ‘best practice’ and grow from there.
Contact Nectar Creative Communications – www.nectarc.com.au
*This blog has been republished with permission from the author Peta Moore with updates.
