Five AX Hacks for Unforgettable Events

The Real Magic of Events: Attendee Experience (AX)

Most event planners focus on schedules, speakers, and logistics… the aspects that one thinks of when planning an event, right? But what happens when we switch that mindset to include the real magic??The moments that make attendees feel. The difference between an event and one that blows minds and sticks with people is AX, or?Attendee Experience.

My greatest hope is that this article will blow your mind with?5 AX hacks that will ensure your event isn’t just another dot on the calendar… but an experience people talk about long after it’s over. Be sure to read all the way through, because #5 is what separates good events from legendary ones.?

Hack #1: Prime the Experience Before They Arrive

AX starts way before attendees step foot in the event venue. Their journey truly begins the moment they see your marketing.

What To Do:

• Use social proof! Feature testimonial videos with?past attendees, sponsors or speakers (90 seconds or less) answering the following questions: Why should someone come? What was the big AHA moment? Who was your favorite speaker and why (you may not share this video with the public but instead use it to inform future speaker choices based on which types of speakers resonated most w/ your audience)? Who was your fav. sponsor (booth) and why (again may not share this video just used internally for research)? Who was someone you were pleasantly surprised to connect with and why? How has this event impacted you positively as a person, business owner, executive, leader?
• Here's a video example

Why You Should Do This:

• Creating testimonials creates a sense of FOMO. It creates demand. It inspires action.

How To Do It:

• Make your messaging crystal clear: what’s in it for them?
• If you’re creating an invitation?video (and you should): make it hit home!
• One of the greatest lessons I've ever had?in sales is to frame the problem and identify the solution.
• Look below for a Hook and Call To Action on exactly how you want to frame your videos. This comes from years of research, hundreds of hours invested in human psychology and sales training from the best on the planet.

Here's an example script that's slightly different from the testimonial video linked above. This script is specific to a business conference (personal development / mastermind / EO / YPO). Take the skeleton and make it your own:

• "Hey, are you a business owner that is struggling because being a business owner can feel isolating, like you don’t have all the answers?! What we’ve learned about business is that it’s not about having all the answers, it’s about asking the right people the right question. And where are YOUR right people? They’re here. At this conference. And they’re waiting for you to ask them that question regarding your business. Register below, you’ll create a community here with people you didn’t know you needed, and you’ll never want to be without."
• From there you have 3 biz owners in the video - "Im rob. Im jane. Im sally. And here’s what I learned. Here was the question I was struggling with. And heres who I met that helped unlock a new insight in me that up-leveled me as a human being… and up-leveled my results at my company."

Bonus Tip:

• Registration should be frictionless!
• One-click sign-ups, mobile-friendly sites, and automated confirmations = fewer drop-offs.
• If you’re using CVENT, spend just as much time, if not more, on the mobile buildout of your registration page (it’s a separate buildout from the web version).

Hack #2: Optimize the First Five Minutes

First impressions make or break AX. When attendees arrive, how do they feel? Welcome them like VIPs.

Key Fixes:

• Let people know they’re in the right PLACE!!
• --> Great signage on the glass doors of your hotel.

• --> Way-finding signage on the ground in the covered access area of the hotel when they pull up.

• --> TV screens inside the lobby with the event schedule AND/OR with QR codes that take them to a SHORT welcome video.?We once had a sponsor pay for massages for every attendee. The welcome video was the sponsor welcoming attendees to the conference, inviting them to check-in, get settled, and go enjoy a free spa session on them.

• No long check-in lines: QR codes, self-check-in kiosks, or pre-printed badges keep things smooth. Cool Badge Idea: We're doing a conference for an organization whose theme is LIGHTING THE WAY, so the conversation starters on the bottom of the badges is "what lights you up?"

• Friendly, informed staff: When attendees arrive at an event, they are all asking some version of two fundamental questions: Am I safe? Do I belong??We cover this in depth in our 3C’s video (LINKED IN THE COMMENTS - YOU'RE DEFINITELY GOING TO WANT TO WATCH IT), which explores psychological safety and neuroscience. The goal is to help attendees shift from a state of stress and uncertainty?caused by travel frustrations, being away from home, or logistical challenges,?into a state of ease and connection.?This means moving them out of the survival brain,?the sympathetic nervous system, which fuels stress—and into the parasympathetic nervous system, which fosters belonging, connection, love, and empathy.?How do we do that? Your team sets the tone and plays a critical role in whether attendees feel a sense of calm and ease or continue carrying stress into your event. You want them to exhale, relax, and engage; not viewing your event as another obligation they just have to get through.?Your staff should be warm, proactive, and ready to assist - because the way they welcome and support attendees will define the entire experience.

Your team sets the tone and will be the difference makers in whether attendees let out an audible or figurative sigh of woosa or if they carry their stress into your event. And trust me, you don’t want that, because then they’ll remember your event as just another thing they had to do. The tips in this session, along with the warmth of your staff, will help to ensure attendees move out of their heads and into their hearts; getting them to state in which real transformation happens.

Hack #3: Create Micro-Moments of Connection

AX isn’t just about what happens on stage, it’s about how people feel between sessions.

Top Engagement Moves:

• Networking zones: Comfortable, designated spaces for organic conversations.
• Gamification: Leaderboards, scavenger hunts, and rewards keep energy high throughout the entire event.
• Tech tools: Mentimeter for live polls, interactive Q&As, and pre-recorded speaker clips add dimension.
• Not Tech Tools: after the last session of one of your conference days, ask attendees to turn to each other and share their greatest AHA moment / their greatest take away. Then encourage them to continue that conversation during a walk outside. Get outside of the venue and into nature.
• Content + Connection Areas: Create content booths or podcast booths. These are incredible spaces for people to have real, authentic conversations; to connect with each other and to leave your conference with a new best friend and a few new pieces of content for their business.

Be sure to remember.. Your event isn’t just about content - it’s about connection and community. Make every touchpoint matter and give people space to reflect and connect away from sessions.

Hack #4: Give Attendees Control Over Their Experience

Nobody wants to feel stuck at an event. Let them engage on their own terms.

AX Upgrades:

• Offer different formats: mix keynotes with small breakouts, fireside chats, and / or hands-on workshops.
• Idea: How about a literal fireside ceremony / chat where we burn limiting self beliefs as we step into our true power?
• Reflection activities: After a session concludes, there are a number of things you can do to make your content stickier and more memorable so people aren’t just overwhelmed by information. Give them time to process and reflect. Keep the speaker on stage after their session ends to have a quick Q&A session. Have attendees reflect on their "one big idea" from the session (90 seconds), then turn to a partner and share (90 seconds), and then ask for 3-5 shares in the room + ask them to share why they're grateful for this speaker (3-5 min). You just opened up the vault of knowledge; the wisdom of the room AND you've blown the speaker's mind as they've probably never heard gratitude reflected back to them on stage.
• BONUS POINTS: Record the reflections for the speaker. Weeks later, send the video to them as a 'thank you' so they will always have a reminder of their impact?with an email like "thank you, our audience appreciated you and if you ever need a reminder of how awesome you are our attendees will tell you and all you have to do is click play!" EXAMPLE HERE!!

• Allow for brain breaks: quiet zones, wellness spaces, or short guided meditations (YES FROM THE MAIN STAGE!)
• Keep seating/HVAC comfortable, and snacks/coffee around in abundance!! If people are physically uncomfortable, survival brain kicks in (sympathetic nervous system)?and?their engagement plummets.

Hack #5: Keep the Experience Alive Post-Event

AX doesn’t stop when the event ends. We all know that planning an event is a lot and sometimes we just want to wipe our hands clean, but.. this is the MOST important part for retention.

Post-Event Power Moves:

• Ask for feedback:? Do it in the room through a live survey. What worked? What didn’t? Rate our event 1-10. And if you rate they rate it less than a 7, give the attendee a call to figure out what you can do to make it a 10 next year.
• Send personalized thank you emails: Not just a generic “Thanks for coming" that everyone sends out.
• Ask your speakers while they’re on site to record a thank-you video for attendees. This has been received super well—attendees love knowing a speaker took time to personally thank them. Speakers can record a quick 30 second video (or less) that you can throw together real quick to text out to attendees post-event!
• Share on-demand content: recorded sessions, exclusive takeaways, or bonus resources.
• Record your freaking sessions, PLEASE!! Use them. Seriously. Pull out relevant sound bites for next year’s promo material. Keep the momentum alive. These recordings can be used for many, many different uses - one video can give you so much content.

AGAIN, your event isn’t just about content - it’s about connection and community.?

The best events don’t just run smoothly; they create moments that move people, inspire people, CHANGE people.

Make AX a priority, and your attendees wont just come. They'll come back.