Event strategy consultant | coach | trainer
How a CEvO Chief Event Officer opens an event.
I've seen a lot of shocking event openers in the last 30+ years, here's 5 do's and don'ts.
💡 If you're not opening the event, draft the opening for whoever is
Old days, whoever was the "conference chair" opened the event however.
Sometimes they were natural leaders. Often they weren't.
Events are sophisticated offerings. You may have a professional MC / presenter facilitating.
Whoever is the opener, work with them to ensure that the on-stage welcome does everything your months / years of strategy / planning aim to do.
"Welcome to [your event]. We're here for the next two days to [point 1] and [point 2]. You are among friends, and we've designed an event to help you [outcome 1] and [outcome 2]"
Don't forget production. Great music, create the energy.
Sidenote: when I opened Virtual Worlds Forum 2007 (which was going to be the new internet) I came on stage to Buggles' Video Killed the Radio Star.
Be intentional.
💡Your event opener is your event purpose + transformation
The first thing you / your MC says is what the purpose of the event is.
"Welcome to the Global Lawnmower Manufacturer's Jamboree '24.
The purpose of the next 2 days is to explore our twin challenges of the climate crisis and how we can solve ongoing supply chain issues to keep delivering great mowers.
I don't need to tell you we're a $25bn industry. We've convened some of the greatest minds in the lawnmower world from over 40 countries.
The policy stream will ensure you leave with clear climate regulatory + policy visions to explore with your regional governments. And the supple chain stream convenes every single player along the supply chain to explore how we as an industry solve these issues in a concrete way.
And don't forget the morning runs (on beautifully cut grass), the slow networking, and the chilled drinks at the end of day one.
Welcome, you're among your lawnmower friends."
💡 Encourage attendees to come on the journey with you
Events break the fourth wall.
It's not show and tell, it's come join the party.
So the next thing your opener does is draw people in. How can *they* change the world.
"Whether you're a lawnmower manufacturer or parts maker, whether you're a retailer. Whether you're a comms professional dealing with the lawnmower shortage, this is your place.
Make connections. Your contribution counts. We'll be leaving with the Global Lawnmower Plan, and your contribution is what will help change our world. "
💡Don't talk about the logistics
This is not the place to tell them about the wifi or where the fire escape is.
Sounds obvious, but I can't tell you how many events prioritise this.
💡Engage the audience straight away
"So please turn to the person next to you, and share your 3 biggest challenges. You've got 5 minutes."
Get people talking.
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