Five Steps to Successful Executive Events

TKMicrosoftRetail_36Executive events have a heightened sense of anxiety attached to them that makes them . . . well anxiety ridden.  There is a formula to these engagements however and in the end, it comes down to value. With time as a precious commodity, the most important entity  for an executive event is perceived value.  At a client’s recent event one attendee tweeted: I often wonder if it’s going to be a valuable use of time whenever I sign up for conferences – this event did not disappoint.  That’s a powerful statement and one the client would like to post on a billboard!

So how do you produce events that elicit that type of response?
Here’s our five steps:
Realistic demand generation goals and the right partners to help you meet them.  It means getting the right people in attendance, tasking your team with clearly defined targets, and holding them accountable!
Empty words like ‘exclusive event’ in communications are meaningless.  Share company names and title. That’s what will tell your audience they’re part of an exclusive group.
Non-traditional set-up.  If it’s same old, get rid of it.  Choose your venue, your event format with the non-traditional in mind.
Network focused. If time is valuable to an executive, then spending time with peers offers a gold mine.  Foster networking opportunities and allow your client the time to make those key connections.
The right Content. We’ve talked about this in recent posts and it is by far the most important.  What can the audience take away that elevates you to a thought leadership position? What experts are you providing to facilitate content that resonates? In short, how are you helping your audience run their business better?  This takes research, and lots of it, but when you find the right mix of content, networking and then add the extra little details in just the right place – the formula is a winner.

Trish Knox

Trish has been turning her clients' event vision into reality for 18 years. Known for continually pushing the envelope both strategically and creatively, she has set the bar for helping clients effectively engage with audiences. With more than 25 years in marketing, Trish's career includes a combination of both agency and client experience that proves invaluable when operating in the corporate environment. She has guided clients through some of their most sensitive and high profile programs. Trish applies a thoughtful, unique approach, while embracing new ideas and blending the latest industry trends to all event programs. She has developed event programs for leading corporations such as Avaya, Facebook, Canadian Tire, Dell, D2L, Microsoft, Salesforce and Softchoice. Her event experience crosses the corporate spectrum including the management of large scale conferences, national roadshows, trade show booth design, award galas and C-level customer engagement events. Trish works in conjunction with the client to position the company as forward thinkers and leaders in innovation.

Latest posts by Trish Knox (see all)