Identify patterns in the feedback, prioritize data-backed adjustments, and balance attendee expectations with event objectives.

Clients and attendees view event success quite differently. Clients focus on goals like brand awareness and ROI, while attendees just want a great experience that feels valuable to them. The best events balance both - meeting client objectives without disrupting the attendee experience. Sometimes, this requires clients to trust the process and follow your PR or marketing officer's advice, even if the benefits aren’t immediately clear. Rory Sutherland calls this intangible value - where small, seemingly irrational touches (like free cookies at a hotel check-in) create emotional connections that drive long-term brand loyalty. Attendee experience is everything - if you try and push client objectives too hard it will turn them off.

Um exemplo prático dessa situação no meu dia a dia é quando uma BM é bloqueada no FacebookAds logo no início de uma campanha. Alguns querem mudar de estratégia rapidamente, enquanto outros preferem entender o bloqueio e resolvê-lo com o suporte. A transparência é essencial nesse momento. Gosto de apresentar o motivo desse bloqueio e as soluções possíveis, desde ajustes na conta até um contato direto com o suporte, explicando prós, contras e prazos de cada opção. Esse processo não é só sobre resolver o problema imediato, mas também sobre construir uma relação de confiança com o cliente. Ajustamos as estratégias para não apenas superar os obstáculos, mas também garantir que a campanha (evento) atinja o resultado esperado.

To increase event attendance, identify what your target audience cares about and address their key concerns. Conduct market research to determine: What challenges or problems they want to overcome What information or skills they hope to gain What motivates them to attend events Once you understand your attendees’ needs, tailor your messaging and event experience to satisfy them. Increase event attendance by using event technology to promote your event and make the experience more engaging for attendees before the event even begins.

When I receive conflicting feedback on event plans, I focus on understanding the core concerns from each side. I consider which feedback aligns best with the event's goals and the target audience’s needs. I also look at past event data to see what worked well before. If needed, I can test out a few changes in smaller ways to see how they perform. The key is to balance feedback with what will create the best experience for the audience and meet our goals.