Why Reviewing Your Winning Formula Could Be the Key to Accelerated Success.
The allure of soaring attendance figures is undeniable for all event organisers. After all, a packed show floor or conference room brimming with enthusiastic attendees signifies a roaring success. But what if the pursuit of ever-increasing numbers masks a hidden danger: a disconnect between your formats and the needs of a diverse audience?
Understanding Why They Attend: Beyond the Numbers Game
While attendance remains a key metric, it is crucial to delve deeper and understand the motivations that drive attendees to specific event formats. Here is a breakdown of popular formats and the core reasons people participate:
Exhibitions (Trade Shows)
Exhibitions are a bustling marketplace heaving with product discovery and sourcing opportunities high on the agenda. This is the essence of a successful exhibition. Attendees, primarily potential buyers, industry sellers and professionals, seek:
- Product Exploration: Exhibitions are prime events to discover the latest offerings from a diverse range of vendors. Interactive demonstrations and engaging booth displays are key to attracting attention.
- Relationship Building: Connecting with potential partners, distributors, and representatives is a significant draw. Exhibitions facilitate networking opportunities through meet-and-greet sessions and social events.
- Market Insights: Exhibitions provide a valuable window into industry trends and competitor landscapes. Attendees can gather market intelligence through product launches, industry presentations, and competitor analysis.
Conferences
Think about knowledge sharing, professional development, and in-depth learning. Conferences attract attendees seeking:
- Expert Insights: Conferences feature high-calibre presentations, workshops, and discussions led by industry leaders and experts. Attendees gain valuable knowledge and stay ahead of the curve.
- Networking with Peers: Conferences foster connections with like-minded professionals. Networking events, roundtable discussions, and designated networking spaces encourage interaction and collaboration.
- Continuing Education: Conferences often offer continuing education credits, making them attractive to professionals seeking to maintain their certifications or enhance their skill sets.
1-2-1 Meetings
Imagine focused, pre-arranged meetings where attendees connect with potential partners, investors, or service providers. These exclusive interactions are ideal for:
- Targeted Pitches: Attendees can present their ideas or offerings to a select audience, maximising the potential for securing partnerships or investments.
- Strategic Discussions: 1-2-1 meetings facilitate in-depth discussions about specific needs and explore potential collaborations.
- Relationship Building: These personalised interactions allow attendees to cultivate stronger relationships with key players in their industry.
Summits
Visualise high-level gatherings focused on thought leadership and strategic discussions around specific industry topics. Summits attract attendees seeking:
- Strategic Discussions: Summits delve deep into current industry challenges and opportunities. Attendees participate in focused discussions and gain valuable insights from industry leaders.
- Networking with Influencers: Summits provide a unique opportunity to connect with key influencers and decision-makers in the industry.
- Trend Spotting: Focused on innovative topics, summits offer valuable insights into emerging trends and potential future disruptions.
Symposia:
Think deep dives into specific areas of expertise. Symposia attract attendees seeking:
- In-Depth Learning: Symposia offer a concentrated learning experience on a particular topic. Attendees can expect presentations, research findings, and expert panels focused on a specific area.
- Networking with Experts: These events provide valuable opportunities to connect with researchers, academics, and industry specialists with deep knowledge of the symposium's focus area.
- Staying Current: Symposia ensure attendees remain current on the latest research findings and advancements within their chosen field.
Rethinking the Winning Formula: Why Reformatting Can Drive Further Success
By neglecting the "why" behind attendance for different formats, organisers run the risk of creating an experience that fails to resonate with all the diverse audience segments. Here's where reviewing your winning formula becomes crucial:
- Identify Dissatisfied Segments: While overall attendance might be high, specific attendee groups might be left unsatisfied. It is therefore crucial to conduct surveys, focus groups, and social listening to identify potential disconnects and act on the findings.
- Tailor the Experience: Understanding your audience allows you to tailor the format to cater to their needs. A blended approach with integrates elements like product demonstrations at exhibitions or focused networking opportunities at conferences may be the solution for a dissatisfied group.
- Measure & Refine: Track the effectiveness of your revamped format through key metrics aligned with your goals. Use this data to continuously refine your approach and ensure a successful event for all attendees.
Beyond Attendance: A Holistic Approach to Event Success
Even with rising attendance figures, there are other aspects to regularly investigate to ensure your event's long-term success. Below are some considerations beyond format:
- Attendee Satisfaction: It is important to dig deeper than just attendance numbers. Many organisers conduct surveys, gather post-event feedback, and even use social listening tools to gauge attendee satisfaction. But acting on the findings is necessary. Are attendees leaving feeling like they got value for their time and money? What aspects of the event resonated most? What areas need improvement?
- Content Relevance: Is your content offering still relevant and engaging for your target audience? Industry trends can shift quickly. Ensure your speakers, topics, and overall content address current challenges and opportunities within your field. A research panel or an advisory board can be a valuable resource to achieve this.
- Speaker Quality: High-calibre speakers are a major draw for attendees. Evaluate the performance of past speakers and consider refreshing your lineup beyond the usual circuit speakers and your favourites to keep it fresh and relevant.
- Event Operations: A seamless attendee experience hinges on smooth operational delivery. Consider investigating new venues, reviewing suppliers, catering quality, and where technology will improve functionality and process. Are there bottlenecks or pain points that need addressing to improve the overall experience? Perhaps keep a log of bright ideas you think of and the areas that need improvement in the lead-up, and during the event so they are not forgotten.
- Competition: Stay informed about competitor events. If they are as savvy as you, they will be constantly innovating. What are they doing well? What unique offerings are they attracting attendees with? Analysing the competitive landscape can help you identify areas for differentiation and ensure your event remains a top choice for your audience. Insert link to Event strategy sprints
- Return on Investment (ROI) for Attendees: While you might be measuring your ROI, are you considering the ROI for your attendees? Are they walking away with actionable insights, valuable connections, or skills they can apply in their professional lives? A strong attendee ROI translates to higher satisfaction and loyalty, leading to repeat attendance in the future.
By proactively investigating these areas, you can ensure that even with rising attendance, your event continues to deliver exceptional value to all stakeholders and thrives in the long run.
Conclusion
Don't let the pursuit of attendance figures overshadow the importance of a well-defined format and a holistic approach to event planning. By understanding your audience, tailoring the experience, and continuously refining, you can ensure your event delivers exceptional value and achieves long-term success.
