Developing Engaging Event Formats

🎯 Yesterday’s YPO Germany–Switzerland–Austria Day Chair training turned big ideas into how we actually do it. Amazing insights that make it look so easy but are super hard to execute like a pro. Plus these are frameworks you can (and should) use for any meeting, company event or client workshop. What landed for me: 🪑 The Three-Legged Stool (make every event stand): 📚 Learning — design for actionable takeaways (not keynotes-for-show) 🤝 Networking — engineer peer exchange (tables, rotations, F2F moments) 🎯 Experiencing — offsites/socials that anchor memory & momentum 🧭 E-CODE in practice (not on a slide): 👥 Engage Peers: create a safe haven; use member expertise & peer-to-peer formats 💥 Compel Content: clear outcomes, diverse voices, thought-provoking activities 🧠 Open Minds: multi-sensory, whole-person learning; challenge assumptions 🏁 Deliver Value: know the audience; exceed expectations in planning & follow-through 🌟 Extraordinary Resources: the right facilitators, venues, and tools to lift the bar 🛠️ Sell the event like a pro (the 60-sec Elevator Pitch): ❌ Don’t speak too fast / cram 15 minutes into 1 ❌ Ditch jargon & acronyms—make it understandable ✅ Practice until conversational (human > robotic) ✅ Actually use the pitch to do targeted follow-ups 🔁 Close the loop (so learning compounds): ✚/Δ Plus/Delta at the end → what worked / what to improve 🧪 Separate content feedback from logistics → cleaner signal for next time Events aren’t “nice to have” — they’re our engagement engine for peer-to-peer exchange and new ideas. Proud of this learning group and grateful for an excellent facilitation. 👥 I’ll tag our facilitator and the team on the photo. 👉 Question: What’s one detail you’ve used to turn a good event into a transformational one? #YPO #GSA #Learning #EventDesign #ECODE #Community #BetterLeadersThroughLifelongLearning

See One. Do One. Teach One. I was watching Grey’s Anatomy (don't judge) when a line jumped out at me: “See one. Do one. Teach one.” It was Dr. Webber's mantra for medical training: observe a skill, try it yourself, then pass it on. It's also the perfect blueprint for event engagement. Most events get stuck at “see one.” Attendees listen to keynotes, sit through panels, watch demos. They see a lot, but if that’s where it ends, the knowledge fades almost instantly. The next level is “do one.” Give attendees space to try what they’ve learned, through hands-on workshops, scenario labs, role plays, or even a 10-minute exercise in the room. This helps the ideas move from theory into muscle memory. But then there's “teach one.” Create moments for attendees to share their perspective. Whether it’s a micro-discussion at their table, a peer-to-peer breakout, or a post-session “lightning share” where they explain what they learned to someone else. When people teach, they anchor the learning in their own words, and engagement skyrockets. What if designing events around this mantra could transform attendees into contributors? They stop being passive listeners and start being co-creators of the experience. Maybe that's what engagement is meant to be, after all. 

Your lanyard says "delegate." They hear: "nobody." In a world desperate for connection, belonging is what matters. When community and belonging become the cornerstone of events, magic happens. Here's what I've learned after decades creating participant-first events: 1️⃣ Design Around Stories, Not Schedules → Don't start with the agenda → Start with your event purpose and your participants' stories → What challenges are they facing? What victories have they achieved? → Build your event framework around their narratives, not your timeline 2️⃣ Small Groups, Mighty Conversations → Create "breakthrough groups" of 6-8 people, staying together throughout the event → They become each other's support system - celebrating wins, solving challenges, staying connected 3️⃣ Shared Experiences Build Trust → Take inspiration from Dreamforce's "Circle of Success" format → Peers coach peers, sharing solutions to common challenges → When participants collaborate, lasting bonds form naturally 4️⃣ Make Them the Headlines → Traditional events put speakers on pedestals. Flip it → Explore session formats: fishbowls, world café, unconferences → Have participants interview keynote speakers. Let them moderate panels. → Turn your "experts" into conversation catalysts 5️⃣ Build Living Legacy → Create a digital "Event Impact Journal" where participants document their journey → Their insights become next year's content → Their success stories fuel future events 6️⃣ Psychology of Belonging → The human brain processes social exclusion in the same regions as physical pain → Design your event to trigger belonging cues: shared challenges, collective achievements, and most importantly - opportunities for every voice to be heard Remember: An event without participant voice is just a very expensive monologue. I dive deeper into these participant-first principles in my upcoming book The Chief Event Officer's Playbook - How to Create Transformational Events. (Image is me celebrating manuscript submission day at my kitchen table). When was the last time an event made you feel truly seen? 🎯 💡For more event strategy insights, subscribe to the Chief Event Officer's Digest. https://lnkd.in/gdqN9UUi

I do dozens of interviews with top CMOs every year. I always ask what the best performing marketing channel is. And right now everyone is saying events. Post COVID events are back, but also now in an AI world, I think there's a stronger appetite to get out and connect with real people vs. just getting answers from ChatGPT. But: like anything in marketing, running events just because everyone else is doing them is a great way to set money on fire (and still not drive any incremental business). Whether it's a booth at a trade show. A VIP dinner. A 500-person conference. They can all work. They can all flop. The difference: having a real plan and strategy for that event going in. Why do it in the first place? (which continues to be the most important lesson in marketing - what's in it for me? what's the hook? why should people come to our thing?) We talked to two event experts on the Exit Five pod recently Stephanie Christensen and Kristina DeBrito — and here are 5 keys they shared for B2B event success: 1. Pick the right format. Not all events do the same job. Big splash? Go flagship. Want pipeline? Try VIP roundtables. Tiny budget? Host micro-events around existing conferences. Set real goals. 2. “Leads” are not enough anymore. Are you driving awareness? Accelerating deals? Generating pipeline? Define this upfront—or you’ll waste time measuring the wrong stuff. There are more metrics than just "did we get leads from this event" and in today's world leads are tablestalkes. 3. Align your team, bro. Sales and marketing must move in lockstep. Slack alerts for registrations. Sales meeting updates. Leaderboards. It all matters. This is a team effort. 4. Make it memorable. People forget panels. They remember custom pancakes and great venues. Was the food good? Did the WiFi work? Did Oprah show up? Just kidding. Making sure you'r reading. But think surprise and delight, not branded frisbees. 5. Put the work in on the follow up. Events don't close deals - follow-up does. Segment attendees. Create custom offers. Babysit the handoff to sales like your job depends on it. Because it does. You just went shopping and got all these fresh groceries - dont let them spoil. B2B buyers want real connection again. Events can create that. Are you feeling this desire for events? Are you doing events in your business right now? Let me know...

Are you an Old‑School Event Marketer or a New‑School Event Marketer? Old‑School: - “Bigger booth, bigger budget” = strategy - Swag splurges & steak‑house dinners with zero ROI math - Measures success by registrations instead of pipeline - Treats the conference as a one‑day stunt, then closes the spreadsheet - No persona segmentation, same agenda for prospects, customers, & partners - Relies on badge scans, fishbowls, and luck for lead capture - Ignores virtual or hybrid formats (“We’re an in‑person company!”) - Engagement stops when the lights go off, no post‑event nurture track - Decisions made on gut feel, not unit economics or understanding the P&L New‑School: - Begins with ICP clarity and a revenue‑backwards event brief - Maps the entire attendee journey: pre‑event teasers → in‑event moments → post‑event campaigns - Uses AI for smart matchmaking, personalized agendas, on‑site coaching, and post‑show enrichment - Integrates every touch into CRM & RevOps dashboards: CAC, payback, influenced ARR, CLTV - Collaborates with Sales & CS to find expansion opps with customers, not just hand-offs - Blends formats: micro‑webinars, community roundtables, regional pop‑ups, to lower CAC and widen reach - Scores success on quality meetings, pipeline velocity, and expansion revenue - Runs Calendar & Capacity tests to right‑size staffing before adding headcount - Partners with the CFO, budget tied to strategic KPIs, not vanity metrics - Knows why the event hit (or missed) the number and evolves assumptions quarter‑to‑quarter Event marketers can’t win on their own. The best know how to involve each team throughout the process. It’s not just execution. It’s communication, evaluation, and impact. In conclusion, new-school event marketers are strategy partners. Not task rabbits. New-School event marketers pick modern event tech. Check out Accelevents --> https://hubs.la/Q03fjrP30

When organizing an #event, it's essential to go beyond the ordinary and provide a memorable experience for your attendees. Here are some innovative ideas to ensure your event is anything but basic: ⭐️Think Outside the Box Unique Venues: Choose a venue that sparks interest. Consider art galleries, botanical gardens, or rooftop terraces instead of traditional conference halls. Interactive Experiences: Incorporate interactive elements like workshops, live demonstrations, or VR experiences to engage attendees actively. Theme and Atmosphere: A well-executed theme can transform the ambiance. Think about colors, decor, and even attendee dress codes to enhance the theme. ⭐️Be Fun and Engaging #Entertainment: Hire local artists, musicians, or performers to add excitement. Surprise elements like flash mobs or improv acts can also delight attendees. #Networking Opportunities: Create fun networking activities, such as speed networking or themed group discussions, to encourage interaction among attendees. #Gamification: Incorporate games or competitions with exciting prizes to encourage participation and engagement. ⭐️Get Creative with Food and Drink #Interactive Food Stations: Set up build-your-own food stations or live cooking demos to provide a unique culinary experience. #Signature Cocktails: Offer themed drinks or mocktails named after the event or its key elements. #Diverse Cuisine: Cater to various tastes by including a mix of traditional and exotic food options, including vegetarian and vegan choices. ⭐️Challenge the Status Quo #Sustainability Initiatives: Incorporate eco-friendly practices, such as digital invitations, recycled materials, and waste reduction efforts, to appeal to environmentally conscious attendees. #Tech Integration: Utilize cutting-edge technology like event apps for real-time updates, interactive maps, or augmented reality experiences. #Inclusive Programming: Ensure your event is inclusive by considering accessibility, diverse speakers, and content that resonates with all demographics.

Do you intentionally design opportunities to foster emotional engagement in your event planning approach? One study conducted by researchers at New York University found that emotionally arousing events are more likely to be remembered than neutral events. This phenomenon is often referred to as the "emotional enhancement effect" on memory. (LaBar & Cabeza, 2006) When creating experiences that evoke emotional responses from participants, event planners can leave a longer lasting impression and nurture deeper connections with their audience. Event planners understand that to truly engage their audience and make an impact, they need to go beyond simply providing entertainment or information. They need to create experiences that resonate emotionally with participants. Whether it's through compelling storytelling, interactive activities, or meaningful interactions, leveraging more intentional emotional engagement can greatly enhance the overall impact of an event and increase attendee satisfaction. Not to mention driving the desired positive behaviors. For example, something as simple as a training session where your attendees can experience more emotionally charged elements --perhaps through a compelling story or a personally relatable scenario - can enhance recall and application of the knowledge far better than if not emotionally charged. Furthermore, the memory-enhancing effects of emotional experiences can extend beyond the event itself, influencing attendees' perceptions of the brand or organization hosting the event. This highlights the importance of not only creating memorable experiences but also following up with attendees to reinforce those emotional connections and maintain engagement over time. (LaBar KS, Cabeza R. Cognitive neuroscience of emotional memory. Nature Review Neuroscience. 2006;7(1):54–64.) #EmotionalEngagement #EventPlanning #EngagingExperiences

Your audience is quietly quitting you. And you may not know it. Why? Because you're pitching too early. ❌ Webinars are not lead magnets ✅ Webinars are how you build trust 👀 Quick story for you: When we first started Goldcast. We thought we knew events. We were dead wrong... Our first digital event product? 👎 Total flop. Why? We focused on all the wrong things: → Lead generation → Integrations → Analytics We completely neglected the UX. So we changed everything. What we learned: 👇 1️⃣ UX is king → Redid our entire UI in 4 weeks → Simplified user flow for hosts and attendees → Implemented intuitive navigation and controls → Optimized for mobile and desktop experiences 2️⃣ Branding matters → Developed customizable templates → Enabled easy logo and color scheme integration → Created branded waiting rooms and engagement tools 3️⃣ Engagement is everything → Introduced interactive polls and Q&A features → Implemented live chat and networking capabilities → 20-40% attendance boost with auto calendar invites 4️⃣ Post-event VALUE (not pitching) → AI-powered content repurposing for our viewers → Automatic highlight reels and key moment extraction → Pushed out 1:1 nurture with marketing automation 📌 The results? → 0 to 200 B2B enterprise customers in < 3 years → 1XX% YoY revenue growth "Webinar" is not a bad word. The old school approach gives it a bad name. Use your events as a way to build trust at scale. 👋 P.S. Have you been "pitch slapped" at a webinar?

Event planning means you are constantly juggling between reviewing the past and thinking about the future. We have to stop planning from the past. Utilizing past event data to make key decisions about your current event? Fabulous! We love that. Copy and pasting your entire event structure and format year over year? It’s time to shake it up! Especially if you have not changed your strategy since 2019–OR the return to in person events in 2021. Human behavior changes year over year, and we have to catch up and take these new habits and preferences into consideration. The average human attention span in 2024 was 8.25 seconds. So why are we still designing our events like they are school days, with 45 minute to 60 minute content blocks throughout? Why do I see events offering the exact same content to their virtual audiences as they do their in-person audiences? The learning process is not one-size-fits-all, and when considering all the asks of one’s brain throughout a conference or meeting, it allows us to think differently about program design. Lightning talks, collaborative workshops, “un” conferences, and post-event learning opportunities are ways to ensure your guests get the most out of the event AND find long-lasting value in your real-life events. Shorter presentations, intimate discussion opportunities, and gamification are ways to engage your hybrid audiences while being mindful of the nuances of their experience, vs in person attendees.