What are the best ways to create an engaging event program?

Knowing your audience is key to creating events, sessions, pop-ups, and installations that resonate with their desires, pain points, and interests. Data is everything here. The more data you can collect on your audience, the more you will be able to create engaging content and experiences that will have them coming back year over year. Integrate data collection touchpoints thoughtfully throughout your pre/at/post show activations and campaigns, and you will have the context needed to create high retention with your audience.

Always define the event's title, purpose and the primary audience to be reached. Prepare critical need items such as advertisements, agenda, materials, speakers etc. Be realistic, sensitive to the needs of others, reasonable as it relates to what’s being presented and audience engaging and participating. Remember the purpose stay on task and don’t bore the people by all your old stories. Use reasonable time frames, breaks and time for engaging and seek feedback on the presentation by a prepared survey.

Everyone usually has engagement high on their objective list, but I see too many vanity metrics being used based on high level outcomes. Specify metrics per each campaign, session, and/or activation -- then tie them to tangibles your sponsors or partners may be looking for.

Make them happy: At my last event, I asked participants to tell me who would be willing to "mentor others" for the event. Everybody raised their hands. Then I asked who would be willing to "be mentored"; again, they all raised their hands. People WANT to participate, play, learn, and grow, but they need a good facilitator or MC who will help them feel safe and unafraid to make a mistake or say something they think is wrong. People feel safe when the workshops or presentations include them in a "cool" way. Events are about people learning "together"; the key of making that happen is the job of a great facilitator.

Have them release oxytocin, and hire me for that, or don't, but make sure you follow this. Some people won't know each other at your event. This makes for an atmosphere of discomfort. The first facilitating/speaking event must be about the attendees. People might not remember what you said, but they will remember how you made them "feel". They are your main priority. When I facilitate the opening of conferences or events, I include light icebreakers, little surprise gifts, and gentle short games. This helps people break the ice and feel better. Whatever you do, put the focus on your audience first. They need to feel safe and comforted so that they are willing to offer something back and come back next year. Everybody wins.