Conferencing: It’s All About Your Audience
Your conference audience is your most valuable asset. Imagine hosting a conference without an audience—exhibitors and sponsors arrive, but no one is there to engage with them. That’s a scenario no organizer wants to face. The truth is, your conference needs an engaged audience to thrive, grow, and evolve. Your audience is the foundation upon which the success of your conference is built.
Choosing the right venue for your business conference can be challenging, especially when catering to various preferences. Granny Mouse Country House & Spa offers versatile conference facilities that can accommodate anywhere from 30 to 130 attendees, making it the ideal setting for intimate gatherings, larger business meetings, team-building events, product launches, or corporate conferences.
“There’s something for everyone at Granny Mouse,” says General Manager Sean Granger. “We have an on-site spa that offers rejuvenating treatments for small groups, and a variety of team-building activities to bring the fun back into the workplace. Test your culinary skills with our chefs in the MousterChef cooking challenge or enhance your wine knowledge by pairing meals with the perfect wines, beers, or whiskies. Whatever your ideas, our team is here to bring them to life.”
Granny Mouse also boasts 32 luxurious rooms, offering the option of exclusivity, allowing you to fully immerse yourself in the serene country atmosphere. Additionally, there’s a charming 12-sleeper farmhouse just 900 meters from the hotel.
When it comes to your audience, remember that they aren’t a guaranteed asset—you must earn their attention, loyalty, and participation.
People choose to follow, subscribe, and engage with brands, organizations, and events when it provides them with value, saves them money, or offers timely and relevant content. Today’s consumers are in control, deciding which events to attend and which to ignore.
Unfortunately, many conference organizers overlook this reality. They often rely heavily on paid media and advertising, assuming it will bring in all the audience they need. While this strategy may have worked in the past, it’s no longer sufficient in today’s world.
Building a long-term, loyal audience is now a crucial responsibility for any conference organizer. Failing to do so will leave you trailing behind competitors who prioritize audience engagement over traditional advertising methods.
In his book, Audience: Marketing in the Age of Subscribers, Fans, and Followers, Jeffrey Rohrs identifies six types of audiences that you can build for your conference:
Seekers: These are individuals in search of information or entertainment, often via mobile devices. As an organizer, you capture their attention by offering relevant content that meets their needs.
Seekers are not part of your audience until they choose to engage with your content. They come and go as they please, and you must continuously work to keep them satisfied.
Amplifiers: Amplifiers thrive on sharing information with their personal networks. They don’t just consume content; they spread it, helping your message reach a wider audience. Amplifiers stay in your orbit as long as they find value in sharing your content.
Joiners: Joiners are your most valuable audience members. They pay for registration, subscribe to your content, and actively engage with your offerings. They’re the ones who open the communication channels, saying, “I want to hear from you.”
VIP Joiners: Subscribers: These individuals offer something of value—whether it’s their contact information or money—in exchange for exclusive content delivered through their preferred channels.
Subscribers value convenience.
VIP Joiners: Fans: Fans are driven by emotion. They’re passionate about your conference and enjoy connecting with like-minded individuals. Fans are loyal followers who not only engage with your content but also communicate with other fans.
VIP Joiners: Followers: Followers seek curated information from you and enjoy the social prestige that comes with sharing that information. They follow you because they want to be in the know and be seen as trendsetters.
So, how do you turn Seekers and Amplifiers into VIP Joiners? One effective tactic is to involve them in your event. Offer Amplifiers the chance to guest blog or participate in expert interviews, helping them achieve their goals of sharing valuable information with their own audience. By supporting their objectives, they’re more likely to become deeply involved in your event and engage with your audience.
Here are some tips to keep your audience engaged during your conference:
Choose Skilled Moderators: The right moderator can significantly impact audience engagement and learning. Involve them early in the planning process to shape the flow and format of your event. A well-prepared moderator understands the objectives and can facilitate meaningful interactions.
Switch to Conversational Formats: Empower your audience by moving away from traditional keynote presentations and embracing more interactive, conversational formats. Tools like Slido can help crowdsource and prioritize audience questions, making them an active part of the session.
Hold Separate Q&A Sessions: Allow attendees to dive deeper into discussions with your speakers. Create opportunities for them to engage directly with thought leaders and successful CEOs.
Offer 1:1 Sessions with Experts: Provide attendees with the chance to discuss their specific challenges with experts in private sessions.
This personalized attention can significantly enhance their conference experience.
Conclude with Key Takeaways: Like a well-crafted ending to a book, a strong wrap-up session can reinforce what your audience has learned.
Instead of a closing presentation, engage them in reflecting on and internalising their key takeaways.
To make the most of your conference experience, take advantage of Granny Mouse’s special offers, available on Mondays, Tuesdays, and Wednesdays. Whether it’s day conferencing or a package that includes accommodation and meals, they have something to suit every need. For more information, contact Veronica at banqueting@grannymouse.co.za
Article Courtesy of www.sanda-marketing.com
