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When BizBash Director of Brand Experience Michela Giovannotto planned a private dinner for event professionals last fall, she knew she wanted a diverse guest list.
After all, the event, which attracted 16 senior event marketers and planners and was hosted in partnership with BrandSync, was a conversation-based gathering that asked each attendee to answer one question — “What keeps you up at night?” — Giovanotto knows that having different demographics and perspectives will make conversations more engaging.
But it turned out better than Giovanotto could have imagined, and leaders shared honest, valuable insights throughout the evening. What’s more, it sparked an ongoing community of monthly meetups, curated by BrandSync and other dinner attendees. “What’s really special about this group is that no one really knows each other, but once they start talking, they find a lot of similarities,” explains Giovanotto.
The BizBash and BrandSync events and the ongoing communities they help create emphasize the importance of curating the right guest list. For Giovanotto, success depends entirely on the talent of the people who come together. “In one room, we have people working in media, finance, insurance, pharmaceuticals and technology,” she noted. “They’re all event professionals so they’re very connected, but they all bring something different to the day-to-day experience.”
Amanda Ma, founder and CEO of Los Angeles-based event management agency Innovate Marketing Group, agrees that planning the right guest list is fundamental to a successful event. any event. “It sets the tone, determines the quality of attendees and shapes the overall experience,” said Ma. “By bringing together individuals who can contribute expertise, insights and opportunities, a carefully curated guest list creates a meaningful The interaction and fruitful collaboration laid the foundation for a successful event.”
So, where do you start with this most important task? We asked Jack Ma and other event professionals to weigh in; here are their top tips.
1. Start with “why.”
“Planning an event should always start with Why “You’re running an event,” said Lee Gimpel, president of Better Meetings, a Washington, D.C.-based meeting design, facilitation and training firm. “Typically, planners will execute immediately. What and how of an event.So a planner might say he or she is hosting an event for 500 people because that’s typically the size the organization hosts, but if we really go back to Why We’re going to do this event, and the best event might actually be 20 people at it, or it might be 20 people at 10 different events, or preferably 5,000 people at it. “
Ma agrees. “Identifying key stakeholders, influencers and individuals who are aligned with the campaign’s goals is critical. This initial step ensures that each invitee can add value to the campaign and contribute to its success,” she said, adding Dao: “The objectives of the event can greatly influence the selection process. Whether it is to cultivate networking opportunities, generate leads or increase brand awareness, each objective guides the selection criteria. For example, if the purpose is to attract potential investors, the guest list may Priority will be given to industry leaders, venture capitalists and entrepreneurs.”
2. Always be aware of budget and capabilities.
Of course, budget, venue size, and other practical constraints can severely impact your guest list. “A balance must be struck between the number of invitees and the capacity of the venue to ensure a comfortable and engaging atmosphere for attendees,” explains Ma. “Additionally, budget constraints may require prioritizing high-impact individuals closely aligned with campaign goals. This is to achieve sufficient scale to facilitate meaningful interactions while avoiding overcrowding.”
Consider that each additional guest may come with its own additional expenses, such as travel expenses, adds Carissa Kruse, business strategist and owner of Carissa Kruse Weddings in Denver. “I often use the 80/20 rule when determining the number of guests to invite,” she points out. “That means inviting 80% of my ideal number of people, leaving room for unexpected attendees or last-minute changes.”
3. Think carefully about the format of the activity and how it connects to the overall goal.
“The format of the event is very important when we think about who to invite,” Gimpel added. “For example, if an event exists to share knowledge among different groups, but everyone basically just watches some presenters during the event, then even having the right people there doesn’t necessarily help us achieve our actual goals. Goal. Yes. Likewise, many events that have a networking component or a matching component are really focused on delivering content rather than maximizing connections among all carefully selected invitees.”
Kimpel shared another example. “An organization might want to host a very fancy dinner in a very fancy venue, but only invite a handful of people,” he said. “However, hosting an event that’s less expensive per person, even if it’s not as fancy, could end up paying bigger dividends for the organization and attendees — even if they’re not a fan of foie gras.”
4. Prioritize conversation.
“Create an environment that fosters conversation,” advises Jim Thornton, VP of Sales at BrandSync. “Elements like venue, seating, food and drinks help create a welcoming atmosphere. A host’s ability to provide interesting topics and keep the community engaged helps Crucial to the success of the event.”
Thornton also likes to keep conversation in mind when choosing her guest list, especially for intimate events. “It’s critical to cultivate an audience that enjoys engaging in conversation,” he said, noting that finding cross-disciplinary talent who share common ground but also have different and unique backgrounds can foster interesting conversations. “However, be aware of those who tend to dominate or take over the discussion. Nothing can derail a vibrant, lively conversation with someone who doesn’t know how to share their voice.”
5. Focus on diversity.
“Diversity in demographics, industries and perspectives is critical to a well-rounded and rich event experience,” Ma said. “A diverse guest list fosters creativity, encourages cross-disciplinary collaboration and broadens perspectives. It ensures discussions are vibrant, ideas are innovative, and connections are diverse.”
Cruise agrees. “I think the guest list is a key factor in setting the tone and atmosphere of the event,” she said. “Each attendee brings their unique expertise and experience to make the event more impactful and successful.”
6. Don’t be afraid to express your opinion to your customers.
Sometimes, even something like a guest list requires planners to push back gently. “In many cases, clients will go through the motions and invite people because it seems right or it’s always the person who gets invited or who we would normally invite,” Gimpel points out. Planners work with these people to execute and deliver events. I think planners should play the role of respect and counter and talk with clients, asking at the beginning of the planning process who do we really need to include and who do we not need to include. “
7. But be prepared to adapt.
But, Gimpel added, all planners should be prepared to take advantage of the resources they have. “One of the guiding principles of the Open Space Technology Conference approach
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