Did you know that educational experiences — whether at conferences, training sessions or specialized events — are among the most popular event types?

However, with endless on-demand content just a click away, how do you make your event unforgettable? How do you spark the kind of engagement that moves beyond passive consumption and ignites lasting impact?

Here are three simple steps to help you foster more meaningful learning experiences.

Step 1: Let audience needs shape your strategy 

Adult learners are goal-oriented. They are more likely to focus on education that helps them do one of three things:

  1. Do their current job better.
  2. Get a better job.
  3. Learn career-enhancing or advancing skills.

If participants don’t see the value for themselves, they’ll check out. The key to keeping them engaged? Understanding what matters to them.

When you let your audience’s needs shape your strategy, you’re setting the stage for success. That’s where the power of data comes in.

Real-world inspo: How CEMA harnessed audience insights

Research from CEMA and PCMA shows that the most successful organizations don’t just gather feedback once — they make it a constant conversation.

They dive deep into user insights, listening to their audience every step of the way and weaving that feedback into their event design.

Take, for instance, the 2024 CEMA Summit. Feedback from past participants and CEMA’s educational advisory board revealed this senior-level audience of event marketers were hungry for more peer-to-peer knowledge exchanges and a re-imagined mainstage experience.

Leaning into this feedback, the PCMA education team made a few key transformative changes to their program.

The end result? The team’s 2024 program was a hit, featuring interactive mainstage experiences and standing-room-only panels led by CEMA members.

These experiences seamlessly integrated research themes into keynotes, making every moment count.

And here’s the kicker: participants learned that their insights inspired this refreshed learning approach. This not only strengthened the community, it also fostered FOMO among those who couldn’t attend.

Getting started

Here are a few ways to determine your guests’ needs for a more impactful program.

Pre-event, use research to tune into your audience’s needs and interests:

    • Survey your audience: A quick survey can reveal what topics spark their curiosity and what skills they’re eager to develop. For example, if you’re hosting a marketing event, ask participants about their biggest challenges—like navigating social media algorithms.
    • Engage with industry influencers: Reach out for interviews or organize focus groups to uncover the obstacles your audience faces. This insight helps tailor your content while building community around shared challenges.
    • Conduct research on trends: Dive into research to spot emerging trends. You might discover that many attendees are eager to learn about the latest in AI marketing tools. Addressing these hot topics ensures your event is where your audience finds new, relevant knowledge that empowers them to excel.
     

Step 2: Lay the foundation with educational pillars that drive value

Before you unveil your keynote speakers and sessions, shine a spotlight on the educational experience that awaits your attendees through well-defined educational pillars. These broad categories will not only help structure your content but also create a buzz around your event.

Collaborate with your key stakeholders and marketing team to develop these pillars, ensuring they resonate with what your audience truly wants. By drawing on their insights, you can co-create a narrative that speaks to their interests and stirs excitement. When setting these pillars, think about the crucial skills your audience is eager to learn, or the industry challenges they need help overcoming.

Your educational pillars are promises of the valuable takeaways participants will gain by joining your event.

Goal setting

As you shape your program, it’s important to set meaningful goals to measure your success. Aim for targets that provide insights into your audience and set a baseline for growth.

For example, if you usually receive 4-star ratings, aim for 4.2 stars this year, with the intention of pushing for 4.5 stars next year. These achievable goals encourage progress while keeping your standards high.

To create events that truly transform, don’t hesitate to experiment. Try new learning formats, innovative room setups or fresh speakers. Every new idea adds value! It may help to challenge yourself to embrace one to three new approaches at every event and watch how they elevate the experience for your guests.

(If you’d like inspiration for crowd-pleasing approaches to try, we’d love to chat!)

Step 3: Maximize your potential with your event production partner

You’ve crafted some incredible ideas. Now, it’s time to collaborate with your event technology team to elevate your program.

Their insights can help transform your vision into a powerful experience. Here’s how we can enhance your event together:

Diverse learning formats

Many organizations are expanding their learning methods to better engage participants. Your event tech team brings valuable experience from numerous events, and we can collaborate to explore engaging learning formats that resonate with your audience.

Consider these options:

  • Peer-to-peer learning
  • Fishbowl panels
  • Solution-focused group discussions
  • Sensory-rich workshops

Combining innovative formats with traditional ones creates a unique experience that can truly captivate your attendees.

Deep audience engagement

Our event tech experts excel at crafting meaningful connections, and we encourage you to lean on us for ideas that will resonate with your audience. Engagement goes beyond simple polling; it’s about inviting participants to take part in the conversations.

Here are some effective strategies to foster deeper connections:

  • Schedule facilitated discussions after keynotes to help reinforce key takeaways.
  • Use a throwable microphone, like the CatchBox, to shift guests from a passive to active state throughout your program, while giving everyone a voice.
  • Engage participants with an event app like Chime Live, where they can view custom content, answer live polls, Q&As, chat with their peers and more.

Also, consider how to weave key themes throughout your program with:

  • Hallway activations
  • Ask-me-anything sessions
  • Hands-on workshops
  • Solution room conversations
 

When audiences leave the main stage, they engage in conversations and networking that reinforce the messages and create lasting connections.

Content management

Another tool that elevates the educational experience while saving you time is Content1. This simple content management system (CMS) is a game-changer in terms of the time it saves you and your speakers. Plus, it enhances the participant experience.

Instead of tracking down all your speakers’ presentations, they can upload their own materials to the system. Then, when they arrive onsite, they don’t have to worry about anything but delivering their educational program.

Our techs will have their presentation, any graphics, movies and sponsor materials preloaded and ready to go — no awkward toggling between screens. Just one flawless experience, no matter how many videos or slides they have.

Creating impactful educational experiences starts with understanding your audience and implementing thoughtful strategies. But there’s more to explore!

In Part 2 of this series, we’ll uncover advanced techniques and tools to further elevate your events. Stay tuned — it’s coming soon!

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