Designing for impact: 5 Ways to maximize event value

Events are one of the most powerful tools for driving strategic value — thanks to their ability to build meaningful connections, spark inspiration and foster change.

In fact, 80 percent of meeting organizers say in-person events are the most influential marketing channel in their organization.

When you craft memorable experiences that truly resonate, you elevate a brand’s impact and demonstrate the measurable value you bring to your organization’s success.

From planning to post-production, the right moves can help you:

• • Demonstrate measurable ROI
  • Show how your events benefit the organization in concrete ways
  • Position yourself as a strategic leader to your C-suite
   

Here are five simple steps to help you take charge and enhance your event’s value.

1. Define what success looks like

First things first. To craft a successful event, you need to be clear on what success looks like. What measurable outcomes will you use to show your event’s value? Which stakeholders need to align on this?

Depending on the type of event you plan, your success metrics will vary. Here are a few common ones:

• • Leads captured/converted
  • Registration revenue
  • Sales/sponsorships
  • Attendance
  • Repeat business
  • Satisfaction scores
  • Net promoter score
   

Along with these hard metrics, your objectives will likely include soft data like audience engagement metrics. These could be educational sessions attended, poll and survey responses, and anecdotal feedback.

These hard and soft metrics will provide insights into what people enjoyed doing once you got them to the event — and help you maximize their enjoyment at future experiences.

2. Nurture potential participants with personalized content

Now that you’ve defined your goals, you’re ready to set the roadmap for how to achieve them. One of the most effective ways to do this is to nurture potential attendees with personalized content.

Here are some good ideas for where to start:

• • Work with your event stakeholders to define the target audience and goals for the event.
  • Segment your audience into the different personas who will most likely be in attendance.
  • Identify what your event offers that might appeal to each persona. What would motivate them to attend?
  • Incorporate those elements into your strategic event design.
  • Use those specific experiences or opportunities to personalize marketing content for each persona.
  • Ensure that onsite your event will deliver on that promise.
   

For example, a salesperson attending your event may measure its success by the number of business cards they collect, while a certified professional’s primary focus may be the clock hours that count toward renewing a valuable designation.

Knowing the audience for your event and what they care about will help you make design choices that maximize ROI for each segment. 

It will also help you communicate the value of attending to potential attendees, which plays an influential role in capturing a larger, engaged audience.

3. Craft an experience that surprises and delights

What motivates people to attend events? If you want to make an impact, they need to be memorable. One of the best ways to achieve this is through immersive experiences.

In fact, these multisensory events is one of the top three trends that influence planning decisions, according to the Encore Planner Pulse.

Whether during a general session, meal function or social event, incorporating these types of experiences entices participants’ sense to make a lasting impression.

You can use these sensory-rich sessions to enhance learning and networking, for irresistible photo opportunities that boost social media buzz, and to help drive event registrations.