How do I attract big names to my event?

by Victor Georgescu, M.I.C.E. Division Manager

Following the events we organize with our clients, participants repeatedly demonstrate that they remember two or three key moments of the event (not always the same for everyone). These memorable moments are either a new experience that the participants are exposed to (whether it is an activity or a new event setup) or the interaction with a valuable personality that they have not had the opportunity to meet in person.

Because so far, we have debated on several occasions how to create an experience for participants, and not just a mold-made event, we are now focusing on how to attract key personalities to events, debunking some of the myths we have heard so far:

“I can't afford a personality because they're too expensive!” It is normal that famous speakers are more expensive than those that nobody has heard of. It is also normal for foreign speakers to be more expensive, because they usually come to the Romanian market with higher references from other European markets.

More important, however, is the fact that most of the truly important (and valuable) local personalities, in particular, are less mercantile than one might think. We meet, every day, prominent personalities who are rather interested about how their moment (be it a speech or a short artistic moment) integrate with the rest of the event. They are more interested in the message they deliver and what potential effect it has on the participants, rather than the budget. The motivation is quite simple: to get to be someone really respected, you have to have an impact on the people who listen to you!

“They can't risk leaving during the event, after their moment is over...” This too is a legitimate fear on the part of the event organizer, but this too can be remedied with better planning of the event and integration into the agenda and the central concept of each moment on the agenda. The personalities are also participants in the event, and in the experience prepared for the participants, they need to be integrated. Thus, by including them, organically, in the event, but also by exposing them to new experiences, we ensure their engagement throughout the event.

Exclusivity attracts exclusive personalities! Although it sounds like a tautology, this principle is very important when thinking about an event. From the importance of location, From defining the agenda to the way the event communication materials look, all are clues to how exclusive an event is. Attention to detail attracts!

Make sure to confirm the real presence of the personalities. Particularly if the personalities are invited to be participants at the event, rather than speakers, then it is imperative to obtain both official, written confirmation and verbal confirmation from each person concerned. To this end, the use of a event ambassadors can be an important advantage for organizers.

In concluzie, printre cele mai importante lectii pe care noi le-am invatat se refera la faptul ca fiecare dintre noi (mai mult sau mai putin cunoscuti) vrea sa isi etaleze in public mai mult punctele forte, fiind mai reticenti in a-si impartasi punctele slabe. Din acest motiv, atat alegerea unor nume mari, cat si integrarea acestora in eveniment, este o mare provocare, ce trebuie tratata cu multa atentie.