I’ve just returned from Atomicon in Newcastle and it gave me the prod I needed to finally compile some key learnings for event organisers. Small things that can be implemented quickly but make a HUGE difference for your attendees.
The team at Atomic used email as their main source of communication leading up to the conference as well as a few cheeky ones during the day. I counted 26 in total! Now this seems like a lot but… I didn’t feel overwhelmed because each email had a specific goal in mind.
They ranged from ticket confirmation, extra perks and deals, reminders for fringe events, getting ready, links to community and purchasing next year’s conference at a reduced rate.
Now I do feel like 26 is a lot to try and achieve, and if you’re running something smaller you don’t need to hit that ‘golden’ number. Even 8-10 emails, each achieving one clear goal, gets you most of the way there. The principle is what matters: take full advantage of a committed audience that wants comms about an event they’ve booked. They might not read everything but sending emails with an end goal and added value makes a difference and keeps your event front of mind.
If you’re organising a large event, having a pre-party the night before along with side events hosted by your trusted community helps people connect with each other before the conference begins, and makes the first step inside your venue a little less daunting. This is one of the easiest tips on this list to pull off with minimal budget. It doesn’t need a venue or a sponsor, just a willing pub and a message to your regulars asking them to come early and make newcomers feel welcome.
Atomicon hosts, Andrew & Pete, pre-recorded intros for their speakers that played on screens before the beginning of each breakout session. This was a really nice touch and also helped overcome the ‘hosting’ responsibilities. There was a small downside that the speakers had to conduct their own Q&A at the end but they seemed to manage ok. If pre-recorded video is too much: brief a volunteer per room with three sentences about the speaker and let them do a quick live intro instead.
Find ways for people to get their badges early, a pre-party, a fringe event, the night before, anything to reduce the line up when registering. It reduces the time it takes to queue and people are more relaxed walking in knowing they already have their badge.
Consider badges that have holes punched on either side so the lanyard connects twice, that way they’re always facing the front.
A pet peeve of mine is trying to snatch a quick look at someone’s name to realise their badge has flipped backwards. Followed by the slow eye contact as you both realise you’ve forgotten each other’s name…
As soon as you entered the conference venue at Atomicon you walked into a variety of activities, not only from sponsors but performance artists, cocktails and mocktails, even balloon hats! An attendee’s experience begins as soon as you step into a venue.
Not just, “here’s where you check in”, “walk this way please”.
You don’t need a full festival production to get this effect. A £40 photo backdrop and a sign that says “tag us” will do more than people expect. Give people a reason to stop and look up the moment they walk in. Make it easy for someone to take a picture, a branded wall or something that provokes people to say “yes this is the spot to take a photo to share to my network”.
An event big or small is a production! Think about your event’s brand and how to deliver it across everything: your badges, printed material, lighting, stage design, video, audio. This is more about discipline than money, one template and colour palette, used everywhere, rather than whatever felt right in the moment for each piece. That continuity keeps people engaged throughout their day at your event.
Attendees want to hear from you. You’re the one that’s been sending out emails, social media, PR. They want to see you on stage, you have a wealth of knowledge to share, take the opportunity to do a session yourself as well.
If anything, this one’s easier the smaller the event is, people already associate the event with you, so the real shift isn’t finding a host, it’s giving yourself permission to step back from logistics for the day. Make time to mingle and take photos with people, they want to be ‘seen’. If you have a team running the event for you (could even be volunteers), use them. You want to be with your audience chatting and enjoying the day with them.
Don’t skimp on your speakers. Get the big names in at the beginning and the end. The quality and value a good speaker adds to your event is huge. If big-name fees aren’t within reach, “don’t skimp” can still apply, it just means being more deliberate about who you ask, leaning on relationships. People book tickets for a variety of reasons, speakers being one of them.
Speakers will also promote your event on their own channels as it’s good PR, they will elevate the reach of your event. Make sure you prompt them to do so and make it easy for them too.
Get your sponsors involved. Give them opportunities to go up on stage doing giveaways, give them a good footprint within the festival area to make their mark and get creative. With fewer sponsors on a smaller floor, each one can get a bigger footprint and more attention rather than splitting it twenty ways, which is a genuine advantage of staying small.
Push your sponsors to put their best foot forward, it not only helps them get their value for money but also makes it more enjoyable for your attendees. Suggest they have something interactive: a game, a prize draw, food, anything to ensure your attendees aren’t just felt sold to.
Remember sponsors and exhibitors talk to other companies about good experiences and if they get value for money, they’re your biggest stamp of approval for growing your sponsor base.
Be ready to launch your next event. You have a captive audience that just had a brilliant day, capitalise on this by launching your next event right then and there.
Give them a discount (that expires that day), offer an exclusive ticket like VIP seating in the front row or a free lunch at the next one. Stick the QR code up on the screen and get them to commit. It helps with your cashflow for your next event and proves that you’re onto something great.
No matter what size of event you are running I hope that some of these points are actionable and help you build something memorable for you attendees, speakers, sponsors and you too!
My cofounder Hilary and I have attended and worked on 100s of events and we’d love to help you with yours. If you need a hand getting your event up and running just drop us a line hello@forumm.to.
