Episode 2

Published on:

6th May 2021

Telling your audience a compelling story

In this episode, we delve into the crucial aspects of constructing a narrative for a conference, focusing on the attendee journey from awareness to ticket purchase and beyond. We discuss the importance of understanding the audience's motivations and goals to create an event that meets their needs, resulting in better content, presenter selections, and overall event experiences.

We also explore the pivotal role of marketing and attendee communications in event planning, emphasizing the need to understand who the attendees are and why they're attending the event. By focusing on the attendee journey, we can create a more engaging and valuable experience through targeted marketing strategies and effective communications.

Finally, we examine the significance of delivering on promises made throughout the attendee journey, ensuring a positive conference experience.

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(0:00:10) - Constructing the Narrative of a Conference

(0:13:34) - Attendee Journey in Event Marketing

(0:23:29) - Creating an Engaging Attendee Experience


  • An attendee or a conference narrative is about the journey that an attendee goes on from the very beginning of them encountering what your event is, all the way through to hopefully attending it. That is this whole kind of story arc that we have influence over as event designers and producers that can help bolster that experience all along the way. So when we're talking about the narrative, we're talking really about thinking through those different touch points that a potential attendee originally at the outset is gonna have, as well as every every point along the way to interacting with your event.
  • It takes a lot more to get people to a point where they feel confident making a purchasing decision, especially where travel is involved. If you can think through all of those pain points along the way and craft your marketing in a way that speaks to those things, that's going to bolster their confidence in what you're producing and get them closer to not just that ticket purchasing decision, but closer to having a good experience at the event. 
  • You're job isn't done after you sold a ticket! It is your responsibility as event host to prep the attendees for the event, and that's where attendee communications comes along. How often are you checking in with attendees and prepping them for a good event?

Opening and closing theme is Just Dance by Patrick Patrikios

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy
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About the Podcast

Make It Kickass
Community Event Mastery
Make It Kickass explores how leaders of growing communities can make conferences with impact, gatherings with purpose, and an attendee experience that knocks their socks off. We uncover the strategies, tactics, and tools we use every day to bring our clients’ conferences to life. If you've ever wanted to host a life-changing conference, this podcast is for you.

Find us at kickassconf.com or geteventlab.com

About your hosts

Isaac Watson

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Isaac Watson is the founder and Executive Producer at Kickass Conferences, an event strategy and production studio based in the Pacific Northwest. Isaac helps community leaders develop and deliver transformative events for their audiences and inspire them to build a better world.

A maker and introvert at heart, when he’s not working his magic behind the scenes in event strategy and production, he’s usually at home in Vancouver, Washington working on remodeling projects, gardening, cooking, learning to sew, and building LEGO.

Nessa Jimenez

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Nessa Jimenez is the Operations Manager at Kickass Conferences, an event strategy and production studio based in the Pacific Northwest. She coordinates the day to day work with our clients and vendors, keeps all of our projects rolling on time and now edits and produces the podcast.

Nessa lives in and works from Puerto Rico. When she's not working, you can find her reading a book or trying to figure out how to keep her plants alive.