How can you create a memorable offline event?

For most businesses dabbling in live events, it is a sporadic affair. For us in stand-up, it is life. So learning and continuous improvement is an almost daily process. While the show flow and amenities are important, in case of a performance, it is the content itself that is paranount. We measure that through simple audio recordings that show you the response or lack of it, with brutal honesty. Of course, in comedy this process is simpler because we are looking for a very specific response: laughter. But I am sure other events could also benefit from just listening. The customers are right there, you just have to observe. WWE has been doing it for years, they have staff in the audience guaging response to every performer and every segment.

One of the keys to a successful event is to identify a unifying objective for the organizers and the audience (industry) and create a platform for sharing expert views, success stories, learning experiences and fostering a community with like minded goals. This can ensure continuity with relevant themes as time evolves.

Creating a memorable event is an ask that clients demand regularly, however, it is much easier said than done, there are numerous aspects of an event but the driving engines are audience & experience. Essentially, one needs to focus on the WHO is coming to the event and WHAT or HOW are they feeling at each touch point developed during the event. An intelligently thought through plan can create a memorable event for all stakeholders. It need not be out-of-the-box or high tech or over-the-top thingy, simple, tasteful and thoughtful engagements can do the trick.

Define your objectives: Articulate the goals / purpose of your event. What do you want attendees to experience? Know your audience: Understand the demos & interests of your target audience. Tailor the event to their needs. Choose right location: Select a venue that is convenient & appropriate for your event. Consider factors like capacity, aesthetics, and amenities. Plan a well-structured agenda: Craft a schedule that balances informative & entertaining elements. Include keynote speakers, workshops, interactive sessions, & networking opportunities. Engaging content: Ensure that the content presented is informative, relevant, & engaging. High-quality speakers, panel discussions, and interactive activities can captivate the audience.

Being in the same space as your proposed audience is where I start. I take tons of executives and investors to coffee or lunch and ask direct questions about their lifestyles. I create my events around luxury and money without having the party feel. My vendors include custom-fitted shirt retailers, not monogram Gucci. Mercedes not Lamrogini.

The venue is more than a location; it's a statement. Select a space that aligns with your event's theme and audience's taste. Consider logistics like capacity, accessibility, and technological infrastructure. A venue that surprises and delights, or offers unique features, can enhance the overall experience. Whether it’s a conventional conference hall or an unconventional outdoor space, the venue should add to the event's narrative.

So many venues are used because of ease and efficiency, but having a truly unique venue can be a differentiator and add to your marketing / branding by giving your audience something else to engage with while on site. Nothing like taking a picture and tagging the event for memories for an individual that also benefits the long tail of the event.

The venue is more than a location; it's a statement. Select a space that aligns with your event's theme and audience's taste. Consider logistics like capacity, accessibility, and technological infrastructure. A venue that surprises and delights, or offers unique features, can enhance the overall experience. Whether it’s a conventional conference hall or an unconventional outdoor space, the venue should add to the event's

Keep the audience engaged! Most people enjoy attending events to build a connection with their community. Whether they are attending an event with strangers or their favorite co-workers people want to connect. Creating an environment (online or in-person) that fosters community will lead to an unforgettable event.

An engaging agenda is the backbone of your event. Balance educational content with interactive and entertainment elements. Incorporate keynotes from thought leaders, hands-on workshops, and networking sessions. Breaks are vital for relaxation and informal interactions. Curate experiences that foster learning, inspiration, and connection. The goal is to keep attendees active, involved, and eager to participate from start to finish.

While diversity is an important aspect in creating a compelling event, organizers often neglect diversity in format. For events that have multiple speakers, audiences need a break from the norm. Speaker after speaker, after speaker, can become monotonous, while injecting a panel, a debate format, or a moderated conversation, can help extend the attention span of your audience and create deeper engagement with the content.

Effective promotion is a blend of strategy and creativity. Utilize digital platforms like social media, email marketing, and event websites, complemented by traditional media. Engage influencers or industry leaders to amplify your message. Create a compelling narrative around your event, making it a can’t-miss occasion. Consistent, visually appealing, and message-aligned promotions can build anticipation and attract the right audience.

Today, it seems so many groups rely on the same playbook for promoting events and rarely try to break out and get creative. Engaging your audience with content year round for a one time a year event helps create branding, as well as a community of your audience to become committed to returning to your event year after year.

What's your event about? This is how you're going to promote it, so always keep in mind the purpose of your event. It's a key element in reaching the right target, getting visibility (offline like partnering with local entrepreneurs for examples,.) (online with Influencers, flyers, banners,.). The more appealing and engaging your promotion, the more people you'll attract to your venue. Also, another important key never to be overlooked is what your budget is. There are those that are free (like word of mouth, sharing digital flyers around your network), places you absolutely have to be (social platforms like Instagram, Facebook, LinkedIn, or local newspapers or magazines,.). And try to share costs with your partners.

Digital serves as the 'how' of communication, representing one of the many channels chosen to convey a message. Often geared towards sales and ROI, it is meticulously targeted, yet occasionally deployed to generate virality and/or awareness. However, it is the 'what' of communication that holds greater significance. For messaging to be truly persuasive, the creation of a compelling narrative is paramount. Convincingly narrating this story, actively engaging with the audience, and establishing an ecosystem built on trust are crucial components.

Create story-centric and multi-sensory experiences that will excite your audience. Aim for experiences that people will talk about after the live event. Think about what your audience cares about and what kind of experiences would be most relevant to them.

Add a real wow moment with lighting that transforms the space so all your attendees are pulling out their phones to capture it.

The essence of a great event lies in its experience. Surprise elements, interactive installations, and personalized moments create lasting memories. Think beyond the agenda; focus on sensory experiences—visual, auditory, tactile. From the moment attendees arrive, every touchpoint should tell a story and evoke emotion. Exceptional customer service, attention to detail, and an atmosphere that buzzes with energy are key.

On-line events can reach a wider audience for sure, but nothing beats the energy of being 'in the room'. Especially if that's with like-minded people. Only today I was at an event with other entrepreneurs and the topic of following-up was discussed. An event is a moment in time. It's what you do after it that counts. Always follow up with the new connections - even those you never had the chance to speak with. Outline what sparked your interest, and why you're following up. People deal with, and buy from people. Live events are a great source of business opportunity. Don't let a forgotten follow-up be the deal you miss out on.

Post-event engagement solidifies the experience. Promptly thank attendees, share event highlights and photos, and provide resources for continued learning or connection. Solicit feedback through surveys to understand what worked and what can be improved. This follow-up not only enhances attendee loyalty but also provides invaluable data for refining future events. It’s an opportunity to keep the conversation going and build a community.

Elevate your event with sustainability practices, cutting-edge technology, and networking facilitation. Incorporate green initiatives, reduce waste, and promote eco-friendly transportation. Leverage technology like event apps, virtual reality, or live streaming to enhance engagement. Create structured networking opportunities with tools like matchmaking software. Prioritize safety and inclusivity, ensuring a welcoming environment for all attendees.

Include participatory social sharing opportunities. People love to share their experiences on social media, so make it easy for them to do so at your event. This could include creating photo booths, using hashtags, or offering incentives for people to share their photos and videos.

Everything communicates In offline events, all the details must be taken care of and aligned with communication, not just a good agenda or experience is enough. The colors, furniture, scenery, experiences, food, decoration, etc., everything must be aligned with the campaign or brand values so that it is not simply an event and a super experience but rather has the sense and seal of belonging of the brand in every detail.