UNVEILING THE SECRETS OF EXTRAORDINARY EVENTS: INSIGHTS FROM 1,000 ENGAGEMENTS IN 27 COUNTRIES.
I woke up this morning reflecting on my journey as a keynote speaker and what I have learned in this 15 year ride. I realized that as someone fortunate enough to have spoken at over a thousand events spanning 27 different countries, I have seen a lot, and wanted to share my thoughts on what differentiates an ordinary event from an extraordinary one. In the universe of corporate events, the line between a forgettable gathering and an extraordinary experience lies in the meticulous crafting of every detail.
There are 6 levers of excellence I would like to share in this paper:
1. Understanding the Essence
The heart of a truly extraordinary corporate event beats with a unique essence, a blend of purpose and personal touch that makes it unforgettable. It's not just about showcasing a product or hitting business goals; it's about understanding why everyone is there and making it meaningful for each person. Whether it's a celebration, a learning opportunity, or a chance to connect, capturing that essence and weaving it into every aspect of the event [flow, content, entertainment, food, experiences, design, layout, technology, etc], creates a vibe that sticks with people long after it's over.
My friends at Nowhere in London, truly found a way to ask the right questions to very clearly define the purpose and the essence of the events they help to craft. Their events are truly truly well thought and flawlessly executed. Check out their approach here.
2. The Power of Engagement
The true magic of an event unfolds when attendees are not mere spectators but active participants. Interactive sessions, engaging activities, and thought-provoking discussions create an immersive experience that leaves a lasting impact. Engagement, a crucial part of event planning, often misses the mark, specially as events grow in size, the talents and experiences of attendees get overlooked or underused. Many times I’ve been there speaking to a group, and thought to myself: how much value and engagement could be created if there would be a space for all of these people to share their experiences and exchange ideas.
Creating spaces where everyone feels empowered to share their knowledge and expertise is essential. Whether it's giving a platform to diverse voices on the main stage or on a fireside platform or fostering interactive sessions, making everyone feel valued enhances the overall event experience. This aspect holds immense potential for improvement, promising richer exchanges and a more inclusive atmosphere.
The work done by Chris Mix and all of his team at Ashfield Event Experiences for the Genmab Convention in Madrid in 2021 was outstanding.
3. Adaptability and Resilience
In a dynamic landscape, adaptability is key. Flexibility in adapting to unforeseen circumstances, embracing change, and swiftly adjusting course when needed ensures that an event remains on track despite challenges.
Once I was supposed to give the opening keynote and I received a call at 7:00AM telling me that the piano vendor didn’t arrive. It was confirmed by the meeting planner but just didn’t show up. I ran to the venue, and agreed to be rescheduled as the closing keynote as I told the client: Just focus on your event, I will find another piano. By mid morning we had already secured another vendor, during lunch the piano was brought into the stage and I was able to deliver my keynote in perfect flow.
Resilience in the face of setbacks and unexpected surprises ensures that the event retains its flow, essence and purpose.
4. Crafting Memorable Experiences [Every event is show business]
An extraordinary event goes beyond the confines of the venue, content and duration. It's about creating moments that linger in attendees' memories long after the event concludes. Incorporating surprise elements, inspirational talks, or unique experiences are obvious tools to do so. But crafting memorable experiences also involves setting the stage for sensory immersion.
Whether it's a small, intimate gathering or a large-scale conference or convention, the audio, video, and lighting setup play a pivotal role in elevating the experience. In smaller settings, the focus is on creating an intimate and personal atmosphere, where every detail, from cozy lighting to crisp audio, enhances the sense of connection. Alternatively, larger events transform into festivals, where state-of-the-art audiovisual equipment, concert-grade lights, and effects amplify the ambiance, enveloping attendees in an unforgettable sensory spectacle.
My friends at the Nordic Business Forum and the Oslo Business Forum are second to none in this space.
5. Seamless Execution
Behind every successful event lies meticulous planning and flawless execution. The devil is in the details, they say, and it couldn't be truer for corporate events. From logistics and timing to technological aspects and content delivery, a seamless execution sets the stage for an unforgettable experience.
Often when I arrive at speaking engagements, I've experienced moments of feeling disoriented. However, there have been occasions where having someone there to guide me and facilitate introductions to key individuals significantly enhances the quality of my keynote. Through these experiences, I've realized the immense value in well-staffed events, where distinct roles and responsibilities are designated to teams and individuals. Such events stand out in contrast to those managed by small teams trying to handle everything alone. There's a limit to how many things can be managed effectively at once. The role played by Speaker Agents in this process is truly valuable. What they do in helping the speakers understand the whole context and having the right points of contact before, during and after the event, truly makes a big difference. A huge shout of gratitude to all the agents reading this.
Speaking for WOBI and their different events in Milano, New York, Sydney, Mexico City and Madrid showed me the importance of seamless execution and absolute punctuality. You always start on time.
6. Continuous Improvement
Reflection and learning from each event form the cornerstone of delivering exceptional experiences consistently. Feedback mechanisms, post-event analysis, and a commitment to continuous improvement pave the way for refining future events, aligning them more closely with attendees' needs and expectations.
I think there is also a lot of room of improvement in this.Lately, I am trying to have short debrief calls after the events, and the value both for the client and for me as a speaker is huge. I encourage every event planner to commit to having post-event calls with the client and the speaker; not only great ideas arise on how to implement and give continuity to the insights shared but new opportunities of collaboration arise.
This piece of advise, from my friends at Impact Eleven has been truly wonderful.
In essence, these insights, drawn from diverse experiences through the years, underscore the recipe for crafting extraordinary events. The thoughtful blend of purpose, engagement, adaptability, memorable experiences, seamless execution, and continuous improvement shapes events that transcend ordinary, and become extraordinary, leaving a lasting impact on all involved.