Written by: Vickie Sullivan | March 05, 2024
The #1 Thing Event Organizers Want from Speakers
A lot of folks in the event world are talking about the latest trend of creating “experiences” rather than just creating content. What does it mean to create experiences? That’s the problem. The word “experiences” means different things to different buyers.
Two definitions are floating out there. One relates to what customers say they want. And the other is what event organizers want—and is what compels them to invite one speaker over another to present at events. If you’re a speaker, your job is to figure out the latter.
The first place to look is beyond the event and into the environment in which the event operates. Here are two big dynamics that I see driving the need for experiences at events:
• In-person events vs. virtual: In-person events are on the rise, but organizers still need to get people into the seats. So, they’re looking for in-person presentations that pop. The content you use for virtual events won’t cut it, nor will boosting inane interactions. Organizers want to give attendees experiences—something to make them feel like they must attend in person, that it’s worth the money and effort to be there.
• Competition for attendance: Slashed budgets are forcing attendees to make hard choices between the conferences they want to attend and what their company will pay for. Event organizers count on experiences to drive word-of-mouth and repeat attendance.
When you know what’s happening behind the scenes, you know what type of experiences event organizers want. Pay attention to the ecosystem the event resides in and adjust.
Listen: How to Identify Experiences That Matter
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