Crafting memorable in-person event experiences is both an art and a science. Whether you’re an event marketer or a business professional organizing events, understanding the core principles of event planning can make all the difference. 

This article summarizes a video session with Tavar James, the Global Head of Events at BetterUp. He shares key strategies to help you master event planning and ensure every attendee leaves with a lasting impression.

The four pillars of event planning

When planning an in-person event, Tavar James prioritizes these four critical pillars to craft impactful experiences: deep segmentation, awareness, personal interests, and programming with purpose.

#1 Deep segmentation

Understanding your audience goes beyond knowing their job titles and company names. It’s about digging deeper into their needs and preferences. 

As Tavar puts it, "Focus less on what you want for them and more on what they need from you." By segmenting your audience thoughtfully, you can tailor the event to meet their specific needs, making the experience more personalized and valuable for them.

"A paying attendee owes us nothing, but we, as event organizers, owe them everything."

Key aspects of deep segmentation:

• Demographic details: Age, profession, and industry.
• Psychographic insights: Interests, values, and attitudes.
• Behavioral data: Past event interactions and feedback.
• Personal preferences: Accessibility needs and dietary restrictions.
• Engagement patterns: Preferred types of sessions and topics.

Additionally, remember to tier your buying committees and create unique and valuable VIP experiences for people you know are more likely to become customers.

#2 Awareness and inclusivity

Awareness is about being mindful of your attendees' diverse backgrounds and needs. Tavar shares an inspiring example from Google’s Cloud Next conference, where the company ensured attendees observing Ramadan had access to prayer spaces and shuttles to nearby mosques.

"Not only did they recognize the holiday, but also helped attendees celebrate it knowing that the event may present a conflict." 

Such attention to detail not only respects cultural practices but also enhances the overall experience by making attendees feel seen and valued.

Incorporating inclusivity:

• Recognize important dates: Plan around significant cultural or religious holidays.
• Provide accommodations: Offer spaces for prayer, dietary options, and language support.
• Celebrate diversity: Include sessions that highlight different cultural perspectives or practices.

#3 Personal interests 

Another critical aspect of event planning is acknowledging the personal interests of your attendees. Tavar highlights the importance of creating spaces where people can be themselves and feel comfortable. 

"Are you allowing people to bring their whole selves to your event?" he asks. 

This could mean providing opportunities for attendees to engage in their hobbies or ensuring they have enough time to connect with family while attending the event.

"Remember, an attendee comes to your event not only representing the company they work for but also representing themselves."

Strategies for personalization:

• Customized content: Tailor sessions and workshops to fit varying professional levels and interests.
• Interactive and wellness elements: Q&A sessions, live polls, interactive workshops, books for attendees to read, quiet spaces for people to recharge, etc.
• Flexible scheduling: Offer multiple tracks that allow attendees to choose based on interest and availability.

#4 Programming with purpose

Gone are the days when event planners would overprogram just to make their events look full. Programming with purpose is about prioritizing quality over quantity and delivering meaningful content that truly resonates with your attendees.

This approach respects people's limited attention spans and gives them time to process information. The key is to create what Tavar calls "pen-to-paper moments," where sessions are so impactful that they inspire attendees to take action or jot down notes.

This strategy enhances learning outcomes and ensures attendees leave with valuable insights and practical knowledge.

Effective programming techniques:

• Short and engaging sessions: Limit them to 30-40 minutes to maintain attention and engagement.
• Adequate breaks: Provide time for attendees to rest and digest information.
• Interactive formats: Utilize workshops and collaborative sessions to foster interaction and deeper understanding.

Bonus tip: Blend B2B and B2C tactics

Tavar also encourages event professionals to borrow tactics from the B2C world. He explains that B2C events excel at connecting with their audience on an emotional level, which is crucial for building brand affinity and loyalty. 

For B2B events, he suggests creating experiences that tap into your attendee’s emotions and lead to this progression:

"I want you to know about my brand and learn more. Once you know about my brand, I want you to like it enough so that you want to engage with it. Then, I want you to love my brand so much that you are ready to buy and advocate it to your internal buying committee and peers.”

Remember, as event professionals, you are "master artists at connecting people in places and spaces that ignite a spectrum of experiences." Embrace your superpower, and create something great.

Watch the complete session for more insights.