What do all successful events have in common?

From Networking Events to Social Outings to Happy Hours - Here’s the Key Element They All Share

Photo by Dani Rey Photography

I recently attended what turned out to be one of the worst networking events I've ever been to (and I've been to a lot). I signed up for what appeared to be an open-format networking happy hour to meet others in the startup community here in Austin. The free signup form mentioned a casual meetup to "grab a drink" and "meet others," but the event was anything but casual. It was highly structured, with unexpected speaker programming that lasted nearly the entire two hours and left no time for networking. As a result, I only walked away with one new contact.

This experience made me reflect on my own experience running Elevate ATX, a non-profit organization that creates community events for women in business in Austin. I can confidently say that almost every event we've had has been a huge success. The most common feedback we receive is that people ultimately sign up (and buy a ticket) because they read our carefully crafted event description and like how it outlines what they should expect.

As I've continued to run and attend events, I've paid closer attention to this. I enjoy an event when it lives up to my expectations, and my expectations are usually set by how the event host describes the event. If you sign up for a conference with 1,000 people in your industry, you have very different expectations than if you signed up for a roundtable networking dinner.

Aligning Expectations is Key

The key to hosting a successful event is aligning expectations. Every event has its own unique purpose, audience, and format. It's important to make sure that attendees know what to expect before they arrive. This can be accomplished through a thorough event description that outlines the purpose, format, and expectations for the event.

At Elevate ATX, we spend a lot of time writing our event descriptions. We include a section about who the speaker will be (if any) and what types of snacks/drinks we’ll have. We have a “who is this event for” and a “who is this event NOT for” section to curate the group as much as possible. And most importantly, we include a loose “agenda” of the event so attendees know how long to plan to be there, and what to expect if they’re running late.

Personal Touches Matter

In addition to aligning expectations, personal touches can go a long way in making attendees feel welcomed and valued. This can include having a greeter at the door, who can introduce themselves and help attendees get situated. A greeter can also provide a brief overview of what the event will entail and answer any questions that the attendees may have. This personal touch can set a positive tone for the entire event and make attendees feel comfortable and appreciated.

At Elevate ATX, we always have a greeter at the door. Many people find networking and meetup events to be intimidating, so having a friendly face introduce themselves and help attendees get situated can go a long way in making them feel comfortable.

Consistency is Key

Another important aspect of hosting a successful event is consistency. This means fulfilling any promises made about the event, such as having snacks or decorations, and having a recognizable brand presence, such as a photo of the organizers on the website. In addition, make sure that the event's branding is consistent across all materials, including flyers, social media posts, and email communications. This will help attendees remember the event and make it more likely that they will attend future events.

Brand consistency for Elevate ATX means having a photo of the three co-founders on our website, so that you can recognize us when we greet you at the door. It also looks like fulfilling any promises made - if we say an event will have snacks, we will have snacks. If we say an event is Mardi Gras themed, we will have decorations and beads and King Cake. By maintaining brand consistency, attendees know what to expect from our events and are more likely to attend future events.

Conclusion

In conclusion, hosting a successful event requires careful planning and attention to detail. Key to aligning expectations is writing a thorough event description, having a greeter at the door, and maintaining brand consistency. Personal touches can go a long way in making attendees feel comfortable and valued, and consistency can make attendees more likely to attend future events. By following these tips, event hosts and companies can set proper expectations for attendees, create a memorable experience, and ensure that their events are successful.