How to find that sweet spot in event planning.

In the world of event planning, one of the biggest challenges is maintaining the excitement and interest of your audience over time. As events become annual traditions, there’s a risk of becoming predictable, which can lead to dwindling attendance and engagement. To keep your event vibrant and appealing, a strategic approach to change is essential. One approach that strikes the perfect balance, seeming to be that sweet spot, is the "15% Rule"—the idea that changing around 15% of your event each year can keep it fresh, relevant, and attractive to both new and returning attendees.

One of the events I'm working on at the moment is the Jamieson Autumn Festival. They have embraced this 15% rule and the plan for 2025 is looking amazing.

Why 15%?

Changing too much of your event at once can alienate your core audience, while making too few changes can result in stagnation. The 15% rule offers a balanced approach. This incremental change allows you to introduce new elements, themes, and innovations without losing the essence of what makes your event special.

Why 15% Works:

• Maintains Core Identity: By changing only a small portion of the event, you preserve the elements that attendees love and expect.

• Encourages Innovation: It provides the freedom to experiment and introduce new ideas, keeping the event fresh and exciting.

• Minimizes Risk: Small changes are easier to manage and less likely to cause significant disruptions or alienate your audience.

• Stimulates Growth: Regular updates keep your event relevant in a rapidly changing landscape, helping you attract new attendees while retaining loyal ones.

  
  

How to Apply the 15% Rule

Implementing the 15% rule involves a thoughtful approach to planning and execution. Here’s how you can strategically update your event to ensure it remains a must-attend occasion.

1. Evaluate Your Current Event

I have said it before and I will keep on saying it, data collection is key in event management and here is a prime example of why. You will need to start by assessing what’s working and what isn’t in your current event. Gather feedback from attendees, sponsors, and your event team to identify areas for improvement. Look for elements that may have become outdated or less impactful, as well as opportunities to introduce something new and exciting.

Questions to Consider:

• Which parts of the event received the most positive feedback?

• Are there any aspects that felt repetitive or stale?

• What are the emerging trends in your industry or community that could be incorporated? The protection of the environment and the growing importance of accessibility are two major trends which are not going anywhere.

• How has your audience evolved over the past year?

2. Identify Key Areas for Change

Once you have a clear understanding of what’s working and what could be improved, identify specific areas where you can make changes. These could include:

• Theme or Branding: Refreshing the event’s theme or branding can create a new vibe and attract a broader audience.

• Programming: Introduce new sessions, speakers, or activities to add variety and address current trends or hot topics.

• Venue or Layout: Consider changing the venue or rearranging the layout to offer a different experience.

• Technology: Incorporate new technologies like mobile apps, virtual reality, or interactive displays to enhance engagement.

• Entertainment: Bring in new entertainment options, whether it’s live music, performances, or unique interactive experiences.

  
  

Example: If your event traditionally features a market, you could introduce demonstrations or workshops to add variety.

3. Plan and Implement Changes

After identifying areas for change, develop a detailed plan for implementing these updates. Consider how each change will impact the event experience and ensure that they are integrated seamlessly into the overall event.

Steps:

• Create a Timeline: Plan when and how each change will be introduced. This ensures a smooth transition and avoids last-minute surprises.

• Test New Ideas: If possible, pilot new elements on a smaller scale before rolling them out across the entire event.

• Communicate with Attendees: Keep your audience informed about what’s new and different this year. Highlight the fresh aspects that make attending the event worthwhile.

• Train Your Team: Ensure your event team is fully briefed on the changes and prepared to execute them effectively.

  
  

4. Monitor and Adjust

After the event, gather feedback on the changes you’ve made. Did the new elements resonate with attendees? Were they well-executed? Use this feedback to refine your approach for the next event cycle, continuing to apply the 15% rule to keep evolving.

Review:

• Conduct post-event surveys to gauge attendee reactions to the new elements.

• Hold debrief sessions with your team to discuss what worked well and what could be improved.

• Analyse attendance and engagement data to see if the changes had the desired impact.

  
  

In a world where attention spans are short and competition is fierce, keeping your event relevant and exciting is more important than ever.

Adopting the 15% rule positions your event as dynamic and forward-thinking, ensuring that your event not only survives but thrives.

So, as you plan your next event, ask yourself: How can I find that sweet spot, what can I change by 15% to make this year’s event even better? As always if you need help or just want to discuss your event, contact us for a confidential chat.