Just like you wouldn't drench every dish in the same sauce, relying on a single favourite event format can leave your attendees feeling unsatisfied. Choosing the right format is key to maximising engagement, and revenue, plus ensuring your event delivers value for everyone involved.
A Lesson Learned: In my late twenties, I saw in the incentive market that the incumbent was struggling and thought we could take the premium element of that event and co-locate it with one of the established exhibitions because we had better audience synergies. We invested time, research, and effort into creating a new exhibition... but after a couple of years, it still wasn't working. The "format" simply wasn't the right fit for the audience, and it closed
The Secret Ingredient: This experience and painstakingly elevating hundreds of other events, helped me to develop the Event Development Framework. Its 10-step methodology helps event organisers identify the optimal format for their goals. Unlike a one-size-fits-all approach, the framework considers essential elements like:
- Audience Needs: What kind of experience will resonate most with your attendees?
- Exhibitor Objectives: What are exhibitors hoping to achieve at your event?
- Market Dynamics: What are the current trends and preferences in your industry?
- Value: What price can you charge and which groups are willing to pay the most
Move beyond the ketchup approach
Perhaps it is time to look again and stop relying on the same old format! Explore the Event Development Framework and discover the secret ingredient to ignite your next event.
If you are having trouble finding yours, together we can find the perfect one that delivers exceptional value for attendees and exhibitors.
