Event for the "agency" or for the "guests"?

For whom is the event we are doing?

For whom, for example, the anniversary of the company? Car presentation? Presentation of a new shampoo or airplane? Or so: who is in charge here? Product organizers? Not. Guests. Whatever you present, the main thing is not a product. And your guests. In many ways, they don’t care what kind of new car you got if you don’t have them inside. Only then is he more interesting to them. They are interested in how they will look there and that's it. How their situation will improve in connection with the product. And they want to know the answer right here and now.

“Thank you for being with us for 15 years,” they say. Guests cheekbones reduces from boredom. And really, what do they have to do with it? This event is not around them, so they will be bored. Let's face it: most events are more boring even on TV Friday night. It is a fact. The organizers are often the most fun at an event - they have so many events and so much adrenaline. It seems to them that it is the same to others. But no. Others are bored. An event by definition is out of the ordinary, it is the quintessence of emotions, forces, ideas, it is a peak. But in reality - hardly the most boring part of the day. Logistics defeated us.

Forget about logistics for a minute. Think about the main thing - the guest! Forget about your product for a minute too. Forget about balls, scripts, farms, and grams. Become your guest, imagine that you came to your event. How do you feel at welcome? Who is talking to him? How is he involved in the event? Does he understand how and where and why to go? Does he understand why he is here? Does he feel that he is important to you?

If you are organizing a conference where no one gets to know each other and does not establish new business connections, then cancel it, do not waste time, or spoil the environment. No matter how well organized. Or ... make everyone familiar. Hire actors, promoters or just good communicators who will lead people by the hand to each other. Or come up with a more gentle way. For example, go around all the guests yourself and introduce each other to those who, in your opinion, can be useful to each other. If you are making a car presentation, where you talk about its technical characteristics and creation history for 40 minutes, cancel it. Just cancel. Send letters to clients. Place an ad. Do not waste your time. Do not spoil the environment with your printing industry.

When is a person bored at an event? When he does not understand how it works for him. How useful it is to him. When there is no two-way communication between them and what is happening. When he suddenly realizes that the main thing here is not him (hmm ... strange), but that piece of iron on the stage. When they did not explain what he had to do with it. The main event is a guest. Each of hundreds and thousands. Each of them should feel that he is needed and important, that it is around and for him. Help him to be active, help him have fun, help him to get to know each other, help him to establish a connection between him and the event, and then the product.

Do not leave it alone. To establish a connection with each guest, a connection that confirms that he is important, that they know him, that he is valuable, that IT IS - this is the main thing in the event. Answer the questions:

“what does this stage show give to my guest?”
“How does this stage show make it better?”
“How does this relate to it?”

Simple rules:
• Communication. Chat with your guests. Especially with those who are lost. "How are you doing? Tell you about the script? ”
• Contacts: “I think the next person will come in handy. And he will also be pleased to talk with you. ”
• Message: “We are glad to see you. Thank you for coming".
• Scenario: let your guests influence the event, give them simple influence tools, simple feedback tools.
• Help people turn on. Give them a hundred opportunities to prove themselves. A hundred so that each of them finds its own window for active inclusion.
• Do not limit yourself to logistics. Event about another. Communication event.