Written by Adviti Rathee, Account Executive at Will It Make The Boat Go Faster?.
As an Account Executive at Will It Make The Boat Go Faster?, I’ve had the privilege of working with a diverse set of clients over the past two years, helping them create impactful keynote speeches and engaging corporate events. Through these experiences, I’ve identified key strategies that consistently contribute to the success of a corporate event or conference.
While the landscape of conferences and corporate events continues to evolve – especially with the rise of virtual and hybrid formats – the goal remains the same: creating an experience that leaves a lasting impression. So, what makes an event world-class, and how can you ensure yours stands out?
1) Clear Objectives and Purpose
The foundation of any successful event lies in a well-defined purpose. Whether your goal is to motivate, educate, inspire, or drive change, having clarity from the start sets the stage for focused planning and better outcomes. Establishing clear objectives allows you to ensure that every part of the event aligns with your goals. What do you want your audience to feel when they leave the room? What actions should they take moving forward?
In my experience, the most successful events embed their purpose throughout every element, from the selection of speakers to the structure of the event itself. This overarching theme should permeate every aspect of the event, so it’s evident in all communications, from pre-event engagement to post-event follow-ups.
For example, we always send a brief introduction of the speaker ahead of time to build anticipation and excitement and set the tone for the event. This not only helps attendees connect with the speaker before they even arrive, but it also reinforces the event’s objectives and primes the audience for what’s to come.
Another key part of this is having clear, actionable takeaways for attendees. It’s important that your event doesn’t just serve as an opportunity to listen but also to engage and implement what’s been shared. Furthermore, we recommend that our clients incorporate pre-event surveys or polls to ask attendees what they hope to gain or learn. This allows us to tailor the content of the day to the audience’s specific needs, ensuring they leave feeling satisfied with what is covered.
Ask yourself these questions whilst planning your event:
- Are you clear on the central purpose of your conference?
- How are you weaving that purpose into the flow of the day?
- How are you planning to build excitement before and after the event?
- How do you want the audience to feel once they leave the room? What is the action you want them to take? What should they be doing differently?
2) Strong and Relevant Keynote Speakers
A great keynote speaker can elevate your event, but it’s not just about delivering a captivating speech. The most impactful speakers connect deeply with their audience, aligning their message with the event’s themes and the challenges or aspirations of the attendees.
Picking the right speaker is so important. They need to share your story in a way that really resonates. It’s all about the connection they create with the audience, and they should be able to tailor their message to fit the purpose of your event. Getting this right takes some thoughtful planning and open conversations to make sure everyone is on the same page.
Ask yourself these questions to make the right speaker choice:
- Have you chosen the right speaker who’s message aligns with your event’s purpose?
- Have you provided the speaker with the relevant context and ambitions for the event and business?
You can find out more about our world class Keynote Speakers here.
3) Engagement is Key
Today’s audiences are busier than ever, and their attention spans are shorter. A study by Microsoft concluded that the human attention span has dropped to eight seconds – shrinking nearly 25% in just a few years. Hence, to truly stand out, events must go beyond passive presentations. Engaging the audience throughout the event is no longer optional – it’s essential. The best events actively involve attendees, whether in-person or virtually.
We, more often than not pair keynote speeches with interactive workshops, allowing attendees to apply what they’ve learned immediately. Inspiration is important, but without practical application, the impact can fade. These interactive activities provide a chance for attendees to reflect, discuss, and leave with tangible steps for integrating the knowledge into their daily lives.
For example, after a keynote speech for Freightliner Group Limited, we led teams through a hackathon aimed at generating innovative solutions for key business goals. Each table was assigned a high-level, relatable goal such as “becoming the employer of choice” or “improving operational efficiency.” The teams were challenged to brainstorm 50 different ideas under the prompt “What if… we did X?” – pushing them to think beyond the obvious and come up with increasingly creative solutions as the session progressed.
After generating ideas, each team assessed which ones they could influence and voted on their top three. The hackathon culminated in teams sharing their top ideas and the group collecting a variety of practical, actionable solutions. The primary outcome was not only a range of ideas to address real business challenges but also a new mindset on how to approach problem-solving collaboratively and creatively in future challenges.
Furthermore, to extend the learning experience, we provide a signed copy of our bestselling book Will It Make The Boat Go Faster? to attendees at the venue. This allows participants to continue their journey long after the event, providing them with the opportunity to dive deeper into the topics and apply the lessons learned in a structured, ongoing way.
We also offer a 60-90 minute virtual momentum session taking place 6-10 weeks post-event, where attendees come together to share what they’ve implemented differently since the event, along with success stories. It’s an opportunity to discuss what’s working well, what could be ‘even better if’, and for the consultant to share key performance strategies to maintain momentum.
Ask yourself these questions to foster interaction and create a lasting impact beyond the day of the event:
- What interactive elements are you including in your event to keep attendees engaged?
- How can you provide attendees with tangible, actionable takeaways?
- What will you do to extend the learning beyond the event itself?
Watch the conference highlights from our most recent Will It Make The Boat Go Faster? Event:
4) Seamless Execution of Logistics and Planning
Even the most captivating content can lose its impact if the logistics don’t align perfectly. The best events allow attendees to immerse themselves in the experience without distractions or frustrations. That’s why we focus on flawless execution behind the scenes. Our dedicated logistics team manages every aspect of event planning, no matter the scale or location. From booking travel for speakers to securing accommodations, transportation coordination, and providing on-the-ground support, we ensure every detail is in place. This allows you to concentrate on creating impactful content while we handle the rest, ensuring your event runs smoothly from start to finish.
In today’s hybrid environment, we understand the importance of catering to both in-person and virtual audiences. Take, for example, the Philips Global Kick-Off event, which blended a live audience in Amsterdam with a virtual broadcast reaching tens of thousands of people globally. The event’s success was due to impeccable planning and seamless execution, with every detail carefully coordinated. From conducting technical dry runs and testing equipment to continuous communication with the client at every stage, we ensured that both live and remote attendees had an exceptional experience.
Ask yourself these questions to ensure that all aspects of your event are smooth and seamless, preventing any disruptions that could detract from the experience:
- Have you created a detailed timeline that covers all logistics?
- If planning a hybrid event, how are you ensuring that both in-person and virtual attendees have a seamless experience?
- What contingencies are in place to address any potential technical challenges?
In Conclusion
World-class corporate events and conferences are the result of having a clear purpose from the start, brought to life through meticulous planning, a focus on engagement, and a commitment to creating a meaningful experience for attendees. It’s not just about bringing people together—it’s about creating an event that inspires, motivates, connects, and brings organizational change.
I look forward to continuing to collaborate with our clients to create events that make a lasting impact and help them achieve their goals. If you’d like to speak to us about how we can make your conference a success get in touch via the button below.
