Communication Planning For Events

Love this campaign by Stella. "Worth it" ✨ Playing off a familiar scene we all know. That claustrophobic bar. Enter "Claustrobar" You're crammed shoulder to shoulder... Getting bumped left and right. Then you get your first sip. Makes it all worth it. 👀 Or does it...? We're seeing the OPPOSITE trend for B2B events. Marketers want smaller more niche events. Think dinners with 15 to 25 people. ONLY the exact ICP they want. We just did our Q1 retro at The Alliance 🧵 NEW Q1 EVENT DATA FOR YOU: Dinners under 25 people drove 3.4 times higher average pipeline per attendee than 200+ person field events Sponsor satisfaction scores were 27 points higher for private dinners vs traditional happy hours Events with personalized pre invite cadences had a 35 percent average acceptance rate among ICP targets Renewal rates on sponsor programs anchored around curated dinners hit 82 percent, compared to 58 percent for "open bar" events Thats why we're doubling down on niche events. Dinners and intimate VIP exeperiences. Why they worked so well: Step 1: ICP first targeting Every attendee list starts with sponsor aligned ICP firmographic filters: Company size, role seniority, industry fit, existing buying intent. Step 2: Personalized outreach Dedicated in house teams send direct invites framed around relevance. We track weekly acceptance rates and optimize touchpoints if we fall below 30 percent. Step 3: Pre event intel Sponsors get attendee insights two weeks before the dinner. They know which companies and titles are coming so they can plan the content PRECISELY for that audience to make it hyper relevant. Step 4: Structured conversations No loud music. No random crowds. Strategic seating charts and guided conversation topics aligned to the topics attendees and sponsors care about. This makes the experiences great for BOTH the company sponsoring and the attendees. Ends in a win win for everyone. Example for you: At our Austin dinner for a sponsor in Jan - 17 handpicked senior leaders attended - 76 percent of attendees booked follow up demos within 21 days - The sponsor sourced $3.2 million in net new pipeline which was 3.1 times their original goal TLDR Invest in more dinners ✌️ 

In a world where every executive has a firm handshake and a stack of business cards, how do you become the person everyone remembers after a conference? After attending dozens in the past decade, I've developed a strategy that transforms conferences from transactional meetups into relationship goldmines. ♟️Pre-Conference LinkedIn Strategy The real networking begins weeks before the event. Review the speaker and attendee lists, then connect with key individuals on LinkedIn with a personalized message: "I noticed we’re both attending the Stand & Deliver event. I'd love to connect. See you soon." This pre-conference connection creates a warm introduction and significantly increases your chances of meaningful engagement. 👗👔The Memorable Wardrobe Element In my early career, I blended in at conferences. Now? I'm known for wearing a little more color (often D&S Executive Career Management teal) or patterns that are professional yet distinctive. When someone says, "Oh, you're the one with the great dress," you've already won half the networking battle. 🤝Contribute Before You Collect** Instead of collecting business cards, focus on providing immediate value in conversations. Can you connect someone to a resource? Share relevant research? Offer a solution to a challenge they mentioned? The executives who stand out aren't those who take the most cards—they're the ones who solve problems on the spot. What networking approach has worked for you at recent conferences? Share in the comments below! #ExecutiveLeadership #NetworkingStrategy #ConferenceSuccess #ProfessionalDevelopment

Over the next 3 months, I’m hosting 4 major events in France, UK, USA and KSA. Beforehand, I want to share my top tips on how to get the best out of networking. 1. Set Clear Targets Action: Make a hit list of the top 10 companies or people you need to meet. Research what they care about—know their wins, pain points, & what they’re hunting for before you walk through the door. Outcome: These conversations won’t just happen by chance. By doing your homework, you’ll turn a five-minute chat into a deal-building moment. Schedule meetings in advance, & after the event, send a tailored follow-up email that shows you were listening. 2. Take the Stage (Literally) Action: Get on the agenda. Whether it’s a keynote, panel, or fireside chat, nothing says “I’m the one to watch” like holding the mic. Use this time to address the industry’s biggest challenges & position yourself—& your company—as the answer. Outcome: Speaking builds instant credibility. It’s not just exposure; it’s authority. Post-event, share the highlights on LinkedIn & invite attendees to continue the conversation, turning an audience into a lead pipeline. 3. Own the Floor Action: Don’t just lurk—work the room. Engage with key exhibitors, ask questions, & position yourself as a resource, not just another pitch. Be direct but curious: “What’s your biggest challenge this year?” and “How can I help?” are powerful openers. Outcome: You’ll stand out as someone who listens. Take notes during conversations, & follow up within 48 hours with a personalised message. Not a generic “great meeting you”—send actionable insights or specific ideas that move the ball forward. 4. Host the Inner Circle Action: People bond better in a more relaxed setting than over Wi-Fi. Organise an exclusive dinner, roundtable, or cocktail event for a curated group of heavy hitters. Keep it intimate—this is about building relationships, not just showing off. Go easy on the heavy sell. Outcome: People remember who brought them value & connections, not who handed out free pens. Post-event, share any key takeaways & book one-on-one follow-ups to solidify what you started over drinks. 5. Hack the Tech Action: Use every tool at your disposal—event apps, LinkedIn, QR codes. Pre-event, reach out to attendees & book meetings. At the event, swap contacts digitally to keep things seamless, & use a CRM to track every interaction. Outcome: You’ll leave the event with an organised roadmap of leads, not just a stack of business cards destined for a desk drawer. Follow up strategically with segmented, value-driven emails & keep the momentum alive. The Bottom Line: Trade fairs & exhibitions aren’t just networking. Preparation, presence, & follow-up separate those who close deals from those who just collect swag bags. Be human. Don’t think of this as just a branding exercise but an opportunity for long term partnerships. Be genuine - your new contacts will become close contacts, if not friends. Make it count! #revenuegrowth

I’ve been leading demand generation strategy for events at Microsoft and these are the top 3 key audience marketing strategies: First step when assigned to an event 🔍Segmentation and Targeting: It’s super important to understand the audience by breaking them down into specific segments based on their unique needs and behaviors. This enables us to deliver tailored messaging and campaigns. For example, we might segment our audience into "enterprise customers," "small businesses," and "individual users." By customizing our approach for each group, we ensure our marketing campaigns resonate and address their distinct challenges thus drawing them in as registered attendees. Secondly, a focus on ✍🏿Personalization and Engagement: As a demand gen lead, I want to make our interactions feel personalized to ensure our target audience engages with any content we put out so we can foster deeper connections. This includes personalized email campaigns, product and event recommendations, and targeted ads. In our touch points we also showcase various other pull-through methods such as interactive content such as webinars, surveys, and live events to keep our audience engaged. By understanding and addressing individual needs, we create a more meaningful and impactful relationship with our customers and partners. Last but not least 📝Storytelling and Content Marketing: As a storyteller myself, it’s important to me that we craft compelling narratives that showcase the benefits of our products and services through our events. Through a mix of content formats like blog posts, whitepapers, case studies, and social media updates, we tell stories that highlight how our solutions solve real-world problems. For example, we might share stories about how our cloud services have transformed businesses, or how our AI technologies are driving innovation, or how AI-skilling is making an impa on real people. This approach helps build an emotional connection with our audience, making Microsoft a trusted and relatable brand. These are only a few key strategies, but, by implementing these strategies, we drive demand generation and build lasting relationships with our customers and partners through our event experiences. As a demand gen lead, my workstream is the first touchpoint to the potential attendee — and I love to make it a magical one. Are you an event marketer? What are your marketing tactics? Share below. Here's to successful marketing! 📈🚀 #theBOLDjourney #audiencemarketing #eventmarketing

🎯 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

MEMBERS ONLY: a new interview series by me, exploring the minds behind the world’s most sought-after experiences. My friend Molly Bridges is making the case for a role most events completely overlook: A dedicated host. As a master of experience design and the Senior Director of Events & Experiences at Bilt Rewards, Molly is behind some of the best events in NYC and SF. But it’s not just good taste, it’s strategy. She engineers these gatherings with a mix of psychology, hospitality, and her background in education, making sure every detail is designed for connection. We got deep into the nuances of event design and how Molly applies Maslow’s Hierarchy of Needs to design experiences that actually make people feel something. At the core of Molly’s approach is a simple truth: Adults are a lot like kids. We crave routine, structure, and clear expectations, and if those things aren’t in place, no amount of fancy decor will save your event. The Five Needs to Address for a Well-Designed Event 1️⃣ Physiological Needs (The Basics) If your guests are texting you day of asking what to wear or where to go, you've already lost them. Great events start before they even show up, with clear, actually helpful communication. Tell them what to wear, where to go, when to arrive, and make it easy. Email marketing isn’t just for hype; it’s there to eliminate confusion. If people are second-guessing the details, the event is already off to a bad start. 2️⃣ Safety (Feeling Comfortable & Welcome) First impressions set the tone. Signage should be obvious, ppl should never feel lost in the space physically and they should feel connected emotionally. That means a host that knows their name, greets them at the enterance. Take a page from Anna Wintour, who has an assistant at every event whispering key guest intel in her ear. A great host isn’t just friendly, they’re prepared. Know people's names, greet them like they matter, and watch how the energy of the entire event shifts. 3️⃣ Love & Belonging (Fostering Connection & Community) Smart seating makes or breaks a room(see my Members Only on Jake Sacks). Structured intros cut the awkwardness, and intentional space design, cozy nooks, group seating, natural gathering spots, does the rest. No forced networking, just effortless conversation. 4️⃣ Esteem Needs (Ensuring People Feel Seen & Valued) An event should exceed expectations. Deliver what you promised…Did guests meet someone interesting? Did they gain what they came for and more? Whether it’s networking, learning, or community-building, the experience should feel intentional and worth their time. 5️⃣ Self-Actualization (Scaling Magic While Keeping It Personal) Anyone can pull off one great event. The real challenge? Scaling experiences without losing intimacy. A strong brand identity and structured playbook ensure that every gathering feels personal, even at scale. 🔹 🔹 🔹 If you’re not already following Molly Bridges, you should be.

Stop having boring activations at your event. Here are 11 activations that actually bring value to your guests. People are exhausted with the same old, same old: 👉 The cheesy photo booth with oversized props (how many more photos of you dresed sup like a cowbow do you need with your colleagues?) 👉 The sponsor swag table nobody visits (don't even get me started on swag) 👉 The random massage chair in the corner (I mean, i would briefly use this but it just looks weird) Those are outdated and they provide little to no lasting value. It's tired. Spice up your event with activations that enhance the experience, create lasting value for guests, and give your brand meaningful exposure. (1) Headshot Studio 📸 Professional lighting, backdrops, and a photographer with quick turnaround edits. Guests walk away with a headshot they’ll actually use (and think of your event every time they see it). (2) Podcast Recording Room 🎙️ Guests create content with peers and speakers. Podcasters get fresh episodes and new listeners. Your brand is mentioned every time those conversations go live. (3) Content Creation Lounge 📲 Guests shoot reels, photos, and collabs in a tastefully designed branded space. Your event (or sponsor) branding spreads with every tag and share. (4) LinkedIn Banner Creator 🎨 Guests sit down with a designer to refresh their LinkedIn headers using clean templates. Include your branding in some designs, increase exposure with every updated profile. (5) Personal Brand Reel Station 🎥 Guests get coveted time with a pro videographer to capture polished 30-second pitch reels and post them to socials with your event logo subtly built in. (6) Profile Optimization Cubby 📝 Branding experts offer quick tune-ups on LinkedIn or websites. Guests leave sharper, and your brand gets tied to their new professional edge. (7) Pitch Deck Bar 📊 Guests get prime time with a designer or investor for feedback. Your brand becomes the gateway to their next potential raise. (8) Gratitude Wall 🖊️ Guests write what they’re grateful for on a curated wall as they enter. Practicing gratitude shifts their energy and they’ll pass by it again on their way out, leaving with a meaningful memory. (9) Power Poker ♠️ Guests play short rounds of poker while learning deal-making strategies that sharpen instincts, while your brand owns the most buzz-worthy session. (10) Hot Seat Coaching 💡 Short 1:1s with experts already in the room. Guests get valuable coaching. Coaches gain exposure to future clients. Your brand becomes the platform that made it happen. (11) Small-Group Coaching Circles 🤝 Guests dive deep in peer groups of 6–8 on growth topics like scaling, AMA sessions with actionable advice. Coaches help more people at once. Your brand is remembered as the one that sparked connection. ✅ Guests take away value they can actually use ✅ Brands receive exposure that actually sticks Everyone wins. Which one of these would you want to participate in?

I’ve been having a lot of conversations with clients that need help with creating VIP experiences on tighter budgets. Sound familiar? I’m going to share some strategies for “smart luxury” so you can create more of those win-win premium experiences while keeping you on-budget and driving the results you want! But first…I love this quote: “Luxury means just giving more; hospitality means being more thoughtful”. Powerful, huh? But what does that mean? Example #1: Rather than spending $100 more on caviar for every attendee, investing in an “event concierge” who will sending a personalized email to every attendee before a special dinner to ask them if they have any special requests, share with them who they can expect to meet, the format, how much you’re looking forward to making personalized intros to them...  Why does this work? If you take the time to invest in getting to know your attendees and showing you’re invested in their personal experience, they are more likely to show up, be engaged, remember to take the action you want them to take after the event. Example 2: Rather than providing fancy but generic gifts, do a little time “researching” guests and personalize a welcome amenity to set the tone for the event. I once bought-out a hotel for an event, and they sent up a “blind tasting” wine experience to my room when I arrived since I had recently passed the Court Master Sommelier exam. They had researched that about me. It was so fun to have a playful moment where I got to taste wine and guess what they had selected for me (it was a Robert Sinsky pinot gris and yes, I still remember 10 years later because it was so personalized and unique!) Why does this work? That bottle of wine cost them roughly $30, but the thoughtfulness that they put into covering the bottle, printing out a blind tasting test from the Court master sommelier site, and delivering it with some nuts/olives and a fun note made such an impact on me, I’ve shared this story so many times! They could have instead sent up a $150 bottle of champagne, but I probably wouldn’t have opened it and also probably wouldn’t have remembered it from all the other bottles of champagne I’ve received. Fancier isn’t always better and thoughtfulness counts! Example 3: Listen and respond. I was once managing a Google Executive event and I noticed in our event app’s chat one attendee was complaining that he was really craving his afternoon Diet Coke fix. So I went to the nearest vending machine, and bought one to hand deliver to him. That Google client was so surprised/delighted that we had delivered what he was craving in the moment, that he booked a meeting with our SVP afterwards, and we closed a major deal! Hospitality is about making your guests comfortable, anticipating their needs, and then delivering a personalized and delightful experience. It can involve luxurious treats, but doesn’t need to. All it takes is time, intentionality and good old fashioned hospitality.

The Power of Strategic Experience Mapping Continuing with my 'Business of Events' Framework series, today's post continues with the third pillar: Designing the Right Experience. If you are following the steps that I've outlined already in this series you will already have a deep understanding these critical insights: 1. What does success looks like? 2. What is important to your stakeholders? 3. What is important to your attendees? With these insights defined, it's time to start the planning process. But before you dive into logistics, the next step is a Strategic Experience Mapping exercise. In this step you define what you want each of the different attendee groups to 𝘵𝘩𝘪𝘯𝘬, 𝘧𝘦𝘦𝘭, 𝘬𝘯𝘰𝘸, and 𝘥𝘰 across the pre-event, at-the-event, and post-event stages.  𝗪𝗵𝘆 𝗱𝗼 𝘁𝗵𝗶𝘀? Working backwards and starting with the intended outcomes allows you to create a blueprint to design the overall event experience from the point of view of the attendees, and to deliver on the objectives you set-out at the beginning of the planning process. 𝗛𝗼𝘄? You already know what is important to your attendees, and what is important to your organization, so use those insights as the foundation for this exercise. Use a template like the one in the attachment to map out what you want each desired audience segment to think, feel, know, and do - before; during; and after the event. Below is a little more clarity on how I define each of these: Think: This helps to guide the desired perceptions, opinions and thoughts about the event or company from the audience throughout the planning cycle. Feel:  These are the specific emotions you want to evoke from the audience at each stage of the event, aiming to build anticipation, deliver impact, and leave a lasting positive impression. Know: This allows you to ensure your audiences are armed with the right information at the right time. This includes setting the stage with essential knowledge before the event, enriching their understanding during, and making sure they walk away with valuable insights that stick. Do: This is focused on inspiring action and creating a ripple effect of engagement.  It starts with getting your audiences to register and get involved before the event starts, ensuring they are active participants throughout the event, and encouraging meaningful actions once it's complete. Remember, in each of these stages, it's not just about what you do or how you do it; it's about the reaction and interaction you create that will drive lasting outcomes. Understanding these desired reactions allows you to create journeys, experiences, and messaging that effectively engages each of the different audiences throughout the event. The next post will focus on matching tactics to objectives. In the meantime I'd love to hear from all of you. Do you follow this type of a process?  Why or why not? ♻️ If you find these insights helpful, please feel free to share this post with your network.