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Interrogative on Events

Technology makes scheduling and hosting events easier than ever before. Isn’t it funny that nobody wants to attend them?

At least a sparsely attended webinar or Zoom call isn’t as uncomfortable as a room with a podium and lots of empty chairs, and even if so many beautifully rendered virtual trade show exhibits have been seen by so few people, there was no there there in the first place.

The the pandemic hasn’t changed the rules for events, whether virtual or geophysical, and it’s a good moment to pause and consider them.

Here are three questions you can ask before you schedule the next one:

First, is it necessary? I’m not talking about your internal need to announce a product or make your execs feel important, but rather, do your stakeholders have needs that can only be met by attending an event? Most times, there are better and cheaper (i.e. more effective) ways to meet their requirements, if you simply stop to consider them before contemplating your own.

A good number of events are repeats, like regular customer or user conferences, but that’s still no excuse for thinking you have an agenda to fill vs. attendee needs to meet. What will they get to see or experience, virtually or in tangible reality, that would warrant their attention? Nobody wakes up in the morning wondering what your new product will be (unless you’re Apple), so what is it about whatever you want to promote that can only be communicated in real-time to an audience? What would make it something that they’d hate to have missed?

Remember, they don’t have to attend and they often don’t, so unless you have a really good idea of what they want, you aren’t going to automatically get a chance to present anything to them.

They’re not a captive audience if they don’t show up.

Second, is it live? Nobody wants to attend an event consisting of prerecorded content, so stop creating that glossy brand video that you want to force on them. And please, please don’t create some CGI exhibit that people can explore by clicking on renderings of objects and displays, since it’s too much work for too little return (i.e. playing bad video games is more fun).

Canned presentations, whether shot prior or consisting of execs reading scripts, are not only not special, but they’re not really events.

Think of the immense potential of live experience, especially in terms of communicating authenticity and surprising people out of their preconceived notions. Your attendees aren’t an audience as much as participants in an experience that needs to be somehow unexpected, personal, funny, even dramatic. Your event should be a performance, not a platform for serving up your content. This means being less concerned with making every moment as perfect as a digital readout, and allowing for informality and imperfection that brings your attendees into the spirit of the moment.

Third, is it unique? Even if they’re relevant and live, the best special events reach beyond those attributes to stand for something and become things that matter.

Remember how you felt the last time you attended a play or art exhibit, and left thinking to yourself Wow, that was different or I’m glad I was there! Maybe it was a family event, or simply a chance moment when you and a loved one shared something that you just know will stay with you for years, if not for your entire life. Online or for real.

We crave these moments because we’re human, and they stand out especially when contrasted with the canned and framed experiences we’re led through on our digital screens. This doesn’t mean your new product announcement has to come across like the opening night of Hamilton. But the same principles apply: Content that is relevant, that embraces live experience, and adds up to something more than just a sum of its parts.

Why will they remember they were in the room? What will it say to our employees, or to our client? How will it evidence the ways we are truly different than our competition?

The jury is still out on how and how often we’ll get together in geophysical space; my bet is that we’ll do so when the opportunities warrant it, whether company meetings, trade shows, or any activities in our personal lives. We’ll go somewhere when there’s a compelling reason to do it.

But it turns out the same criteria already apply to virtual events. We don’t need or want more of them, and the capacity to fill airtime with beautiful content doesn’t take the place of meeting audience needs and interests.

A bad event is still a bad event. Question your plans before you host the next one.