Navigating the evolving landscape of event planning: challenges and solutions

1. Embracing innovation

   Innovation is key to keeping events fresh and engaging. Experimentation with formats and thinking outside the box of linear speaker/audience set-ups, such as delegate-led sessions and 'empty chair panels' in which a member of the audience is invited to join a discussion on stage can enhance attendee participation and interaction. 

   Offering perks to sponsors and exhibitors who propose something out of the ordinary and particularly innovative for guests can also be a mutually beneficial driver for attendance.

2. How to attract attendees to fee-paying events

   Attracting attendees, especially to fee-paying events, requires strategic thinking. Tactics such as shifting conference timings for convenience and implementing tiered pricing models can help attract a diverse audience while maximising revenue. Considering external costs to the delegate beyond the price of attendance itself is key. If the timings changed from 9am to a 12pm start, would this reduce the cost of peak travel?

   An ongoing battle is demonstrating the value of paid-for in-person events, while also offering free virtual events to your networks. Keeping accessible webinars top line can be an effective way of positioning in-person events to offer the most value.

3. Effective event promotion

   Successful event promotion is crucial for driving attendance. Social media strategies can be very effective, but try and be selective with calls to action so not every promotional post is demanding the viewer to have to work. Apps like GleanIn can be used to generate social cards for speakers and delegates to easily share on social media once registered, maximising additional networks as an automatic marketing platform through others.

   A clever pricing strategy can also drive additional attendance, for example offering training and development rates, whereby less experienced industry professionals can join a more experienced colleague at your event for a reduced rate. Other event planners have had success with introducing a three-tier pricing model, whereby an early bird rate is instead replaced with a late fee, to encourage earlier bookings.

   Leveraging social media platforms, offering discount schemes, and being selective with calls to action can help generate buzz and attract the right audience.

4. Enhancing delegate feedback and satisfaction

   Gathering feedback and ensuring attendee satisfaction is vital for improving future events. Implementing incentives for survey participation, using real-time feedback tools like Slido, and dedicating time during events for feedback collection can significantly increase response rates, compared to follow-up surveys landing in the inboxes of your attendees several days after the event, which will often see low engagement rates.

5. Prioritising sustainability

   Sustainability is no longer a buzzword, but a necessity in event planning. From rethinking catering policies to minimising food waste and reducing operational costs, venues and planners are finding creative ways to make events more eco-friendly and cost-effective. Some examples of simple tweaks include working with suppliers that reduce the need for laundry, e.g. poseur tables that don’t need to be covered, or setting a radius limit for the suppliers you partner with, to keep it more local.

6. Leveraging AI for event success

   While AI presents opportunities for enhancing event planning processes, there's still uncertainty about its effective implementation. However, venues and planners are exploring options like intuitive AI signage and using AI tools like ChatGPT for supplier identification and authenticator technology for filtering speaker proposals.

7. Navigating accessibility laws

   With the European Accessibility Act (EAA) set to come into effect in 2025, and mandatory compliance by 2028, event professionals need to stay ahead of the curve. This law mandates accessibility requirements for businesses dealing with EU-based clients. Event planners must ensure that venues they work with are aware of these regulations and take proactive steps to comply.

As the event planning landscape continues to evolve, staying ahead of challenges and embracing innovation is key to hosting successful events. By implementing these top tips and staying informed about industry trends, organisers can navigate the complexities of event planning with confidence and creativity.