Choosing the right type of event is crucial in determining the success of your event strategy, here’s an overview of the types and formats that are most popular and why they work well.
Related: How to plan for a successful event
Webinars are focused on presentations, workshops or seminars held online that typically last no more than an hour, they can be held in real time or recorded. If you’re choosing this format, real time is a better investment as it will allow you to engage and interact with your audience actively.
Live Streaming (Online)
Livestreams are done alongside a physical event as it allows you to open a physical event to a global audience who’s interested in your subject matter or area. Especially with larger conferences live streaming has become increasingly popular.
Networking sessions (Offline)
50-100 person networking sessions offer a lot of value in generating leads and creating a buzz around your company, product or service. They’re held in the evening with drinks and offer an intimate setting for your team to interact with potential customers, partners and other parties.
Thought Leadership (Offline)
Thought leadership events are content focused and the objective is to position the company or brand as leaders in the area. For instance, a data company might hold an event on the transition of business intelligence over the last decade with the objective of positioning the company as at the cutting edge, and they would have a great value proposition to draw in a very specific target audience.
Large industry specific conferences rely on sponsors as the large operations team and budget you’ll need often will outway the potential marketing or sales gain. Conference sponsorship has become very popular over the last few years but often advise clients to avoid it as its very costly, hard to measure the impact and often it’s much cheaper and more effective to have your team members attending the event and networking.
Breakfast, lunch, or dinner (Offline)
These events are held with a short talk and are mainly focused on networking. They are a real chance to attract a highly influential and curated audience to an informal or formal setting.
An excellent way to establish yourself as an industry leader is to create industry-specific awards you can build an event around. It’s a costly endeavour both in time and money but can yield significant results and position you right at the centre of your industry.
The best event format?
Typically our clients are laser focused on ROI when it comes to events and has ambitious sales objectives. For these types of events, we’ve found the best format is thought leadership including a networking session, it’s a relaxed environment, and through a strong value proposition and pinpoint marketing we can get the right audience to attend.