Executive events have a heightened sense of anxiety attached to them that makes them . . . well anxiety ridden. There is a formula to these engagements however and in the end, it comes down to value. With time as a precious commodity, the most important entity for an executive event is perceived value. At a client’s recent event one attendee tweeted: I often wonder if it’s going to be a valuable use of time whenever I sign up for conferences – this event did not disappoint. That’s a powerful statement and one the client would like to post on a billboard!
So how do you produce events that elicit that type of response?
Here’s our five steps:
Realistic demand gen goals and the right partners to help you meet them. It means getting the right people in attendance, tasking your team with clearly defined targets, and holding them accountable!
Empty words like ‘exclusive event’ in communications are meaningless. Share company names and title. That’s what will tell your audience they’re part of an exclusive group.
Non-traditional set-up. If it’s same old, get rid of it. Choose your venue, your event format with the non-traditional in mind.
Network focused. If time is valuable to an executive, then spending time with peers offers a gold mine. Foster networking opportunities and allow your client the time to make those key connections.
The right Content. We’ve talked about this in recent posts and it is by far the most important. What can the audience take away that elevates you to a thought leadership position? What experts are you providing to facilitate content that resonates? In short, how are you helping your audience run their business better? This takes research, and lots of it, but when you find the right mix of content, networking and then add the extra little details in just the right place – the formula is a winner.