I’ll never forget when Blake looked at me and said, “I hate this event, but I was bored and wanted to get out of the office.”
That contradiction intrigued me. Which was it? Boring or good enough to pay over $2k to attend?
Regardless, his indictment of the event being boring registered with other attendees. They said things like, “It’s too predictable” or “the sessions aren’t practical enough and feel like boasting or a sales pitch.”
David Stark , an event collaborator, challenged the assumption that financial industry events have to be boring because the subject matter is so serious. He introduced elements like interactive art experiences to help people feel something. This opened up conversations and creativity that make his events memorable.
I think one of the sources of event boredom is an event planner’s primary tool: the checklist.
CHECKLISTS: THE FOUNDATION OF GREAT EVENTS
Checklists are undeniably essential. They help us remember crucial details and create a foundation for great events. When I worked with Koch Industries in the ’90s, our checklists ensured we didn’t miss critical elements of training sessions. Years later at Social Media Marketing World, detailed checklists helped us manage complex logistics for thousands of attendees.
But here’s the truth: checklists alone aren’t enough.
While checklists drive efficiency, they don’t guarantee effectiveness. They can create a false sense of accomplishment – we check all the boxes but miss the human element that makes events truly impactful. As Jon Berghoff , CEO of XChange Approach, notes about events:
“It’s not boring that comes to mind… it’s demoralizing, it’s obsolete industrial age paradigms that are unconsciously guiding how we even think about these gatherings.” –Jon Berghoff, CEO, XChange Approach
WHAT’S BEYOND THE CHECKLIST?
When we have great checklists we make dreams possible and the unexpected planned. Having a great event starts with checklists, but to satisfy today’s participants, we must go beyond the checklist. Here’s what on the other side of your checklists:
1. Meaningful Connections
When participants look back on events that changed their lives, they rarely talk about the precision of the schedule or the quality of the coffee (unless it was really bad). Instead, they remember the people they met and the conversations that sparked new ideas.
At Social Media Marketing World, we discovered that while 80% of attendees claim learning as their top priority before the event, what they cherish afterward is the community. That’s why we create intentional spaces for connections through Table Talks, networking ambassadors, and strategic introductions.
2. Memorable Moments
Great events are a series of carefully crafted moments. Like a master baker who knows exactly how long to let the dough rise, skilled event organizers understand how to create and time peak experiences. Disney parks exemplify this – while not every moment is magical (who enjoys standing in line?), they invest heavily in creating unforgettable experiences like the light parade and fireworks show. These moments define the entire experience in attendees’ memories.
3. Unforgettable Experiences
What makes an experience unforgettable? It’s the combination of the unexpected with the deeply personal. Jesse Cole, co-founder of the Savannah Bananas, understands this well – his mission is to “do things in every game that have never been done on a baseball field before.” In events I’ve crafted, we’ve created unforgettable experiences through musical parodies, surprise performances, and even indoor fireworks shows (don’t try this at home!).
4. Pivot Points
The most powerful events create moments of transformation – what I call “pivot points.” These are the realizations that change how people think, work, or live. Roger Wakefield came to our conference when his plumbing business was failing. During the event, he discovered how to leverage YouTube to transform his business. Today, he’s known as “Roger Wakefield the Expert Plumber” across the internet, and he attributes this transformation to those few days at our conference.
Let me share another story that illustrates this. At one of our conferences, Heather Myklegard worked at our networking booth where she helped people find specific connections. A distinguished “cowboy” came asking if we knew any social media marketing managers. Instead of just checking off “facilitated connection” from our list, she took the time to understand his needs. It turns out Heather was the perfect fit. That serendipitous moment became a dream job and a transformational career shift for her.
GOING ABOVE AND BEYOND
How do we consistently create these kinds of experiences? Here are six ways to go above and beyond the checklist:
1. Know Your Audience Deeply
Don’t just gather demographics. Understand their fears, hopes, and motivations. As Liz Lathan from The Community Factory notes,
“Shared experiences create memories. Memories cement learning moments. Learning moments create change.” – Liz Lathan
There’s no better way to know your audience than through conversations and data. Send out surveys and study the analytics for your online content. Then let this data guide your planning.
2. Ask About Participant Goals
Before our events, we survey attendees about their learning and networking goals. But we go further – we get on calls with select attendees to understand their deeper aspirations. This helps us design experiences that truly resonate.
Karen Hite , co-founder of Hite Digital, calls every participant at The Commitment Summit to understand their goals AND provide valuable insight into their business so that when they arrive they feel like they’ve already received their money’s worth.
3. Plan for Meaningful Connections
Create intentional spaces and moments for connections to flourish. At our events, we designate “Table Talks” where 5-8 people can gather around shared interests. It’s not just networking – it’s community building.
Some other ways to accomplish this are by recruiting super connectors to work the event by facilitating introductions. It’s also helpful to create spaces where it’s easier to find participants with similar interests. Finally, encourage networking in the sessions–often it’s the people seated next to you who could become your future friends, partners, or mentors–yet, most people just study their phones while they wait for the session to start.
4. Design for Memorable Moments
As John DiJulius taught me, look for service moments throughout your event. When we moved to the San Diego Convention Center, we anticipated attendees might want to freshen up between sessions. We provided toothbrushes and mouthwash in bathrooms – a small detail that created countless positive memories and word-of-mouth marketing.
Chip Heath and Stan Heath boldly say, “Not all moments are created equally.” In other words, know which moments to craft. I recommend focusing on first and last impressions, and a few peak moments throughout your event. It starts by defining your onsite customer journey and design accordingly.
5. Craft Content That Delivers Fresh Insights
“Content shouldn’t just inform – it should transform,” says Mark Schaefer . Along the same lines, Duncan Wardle , former Head of Innovation & Creativity at Disney, said,
“Walt Disney understood more than anyone the power of experiences and those experiences should be immersive.”–Duncan Wardle
People attend events for insights they can’t get online and conversations that allow them to explore their craft in deeper nuanced ways. If people feel like they can watch the sessions on YouTube or if they are delivered poorly, people will start checking their email–and worse, check out of the event either mentally or physically.
6. Lean Into Your Secret Sauce
Every event has unique elements that make it special. For us, it’s live music and original theme songs. While not everyone appreciates these touches, they’ve become part of our signature experience that people remember and talk about.
Discovering what makes you unique lies in the people on your team and the distinctive way you approach your work. Spend time understanding this so you can incorporate it into your events. Don’t be afraid to be yourself!
BRINGING HEART TO YOUR CHECKLIST
The magic happens when you combine solid checklists with genuine care for your attendees’ experience. As Dan Miller , bestselling author of 48 Days to the Work You Love, said, “If you want your message to be heard, wrap it in an experience that your attendees will never forget.”
Remember: your checklist ensures nothing important gets missed, but your heart ensures everything important gets noticed. Go beyond just running a good event – create an experience that helps participants feel something; it might change their lives.
Looking to make your next event unforgettable? Start by asking yourself: “What would make this event not just efficient, but truly meaningful for our attendees?” The answer might not fit on a checklist, but it will certainly fit in their memories.
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