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Events used to be the easiest – and often most cost-effective – way to access cutting-edge insights, industry updates, warm leads, and meaningful connections. But that advantage has shifted. With real-time tech, global access to information, and digital ways to maintain relationships, many of those needs can now be met without leaving the desk. That means the default loyalty of “regulars” is no longer enough. Even events that don’t rely on ticket sales can’t afford to settle for a passive crowd. If you want real impact, you need engaged attendees – not just bodies in the room. And here’s the twist most event planners overlook:
You can’t simply dress up a predictable programme with a flashy email campaign and hope for the best. Every element – from the format to the speaker to the seating plan – plays a role in how easy it is to market the event, and how appealing it feels to the people you're trying to attract. Design an unskippable programme Ask yourself: what does the audience want more of – connection with others or a space to formulate their own thought? Theoretical earning or practical experience? What would make them rearrange their schedule to be there? Build a programme that reflects what they need right now, not just what’s usually done at events of a similar nature. That starts with booking speakers and other contributors who serve the audience – not just the brand or industry hierarchy. Even high-profile speakers must have something valuable to say. If you’re including senior people for political or sponsorship reasons, consider using them in an interview format rather than handing them a mic and a speaking slot by default. The format should enhance their strengths, not expose their lack of presentation skills. Similarly, panels need more than just good names on a poster. They need to work as conversations. Avoid the common panel trap of opening with a string of mini-speeches. A skilled facilitator can unlock panelists’ best ideas and keep the energy flowing – creating a session that feels alive rather than scripted. When it comes to professional speakers, don’t just go with a crowd-pleasing name. Be strategic. Ask: what feeling do you want the audience to walk away with – amazed, informed, entertained, inspired? Most speakers lean naturally toward one or two of these. Matching their strengths to your desired outcome makes the whole programme more cohesive and compelling. Remove the invisible barriers Even the best programme can be sabotaged by small, often-overlooked obstacles. One of the biggest? Attendees juggling work responsibilities during the event. These days, people are rarely “out of office” even when they’re offsite – so help them manage expectations. Let them know upfront if the venue has reliable Wi-Fi, plug points, or quiet spaces to take calls. The more control they feel they have over their availability, the more likely they are to say yes to attending. That decision-making process often hinges on knowing what they’ll get and who they’ll hear from. People delay booking until there’s enough clarity – so confirm and announce your key speakers early. Waiting for perfection could cost you momentum. Once you’re communicating with your audience, make sure you’re not just repeating the basics. Rotate the spotlight: one message might highlight a speaker’s fresh take; another might tease a format twist or a unique experience. Think of each communication as a reason to say yes – not just a reminder that the event exists. And don’t forget internal stakeholders and partners. If you expect them to help spread the word, make it easy. Provide clear messaging and pre-written blurbs they can share with their networks. When the ask is frictionless, the support is much more likely to come through. Marketing starts long before the first email blast Here’s the secret: event marketing isn’t just promotion. It starts the moment someone hears about your event, and it’s shaped by every decision you make during planning. A dull line-up can’t be rescued by brilliant comms. But when the content, format, and speakers are compelling, marketing becomes a matter of simply showing people what they’d be silly to miss. You can plan the most amazing things to happen during an event – but if those things (1) don’t align with what your audience actually needs right now, or (2) aren’t communicated with enough clarity and consistency, your brilliance might never reach them. Comments are closed.
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