101: TYPES OF EVENTS

When I decided to create “The Right Up” earlier this year, I wanted to provide you with this blog topic. Even though it’s 101 and very straightforward for most. It’s the foundation of any pitch, client and vendor conversation.

Here are the 12 most common types of events:

1. Conferences
2. Seminars
3. Meetings (department, board members, clients)
4. Networking Events
5. Dinner Events
6. Award Ceremonies
7. Team Building Events
8. Board Meetings and Shareholder Meetings
9. Product Launch Events
10. Golf Events
11. Trade Shows
12. Executive Retreats and Incentive Programs

Knowing these types of events allows you to use the right terminology, understand the format being discussed and also highlight strategic options for ROI.

My background and expertise are very much corporate, which is why my perspective of looking for a strategic ROI is most often than not always considered. For instance, if you were planning a birthday celebration, wedding or baby shower you wouldn’t expect the conversation to have a strategic focus on ROI as it generally applies to corporate and business events.

Most often than not, companies will actually undertake at least 3-4 types of events within a program. Rather than thinking of the event as one type of event, break down the formats when speaking with clients. This has often lead to budget increases, as other departments contribute to their portion of the event. Plus may also increase sponsors exposure leading to higher amounts or easier conversations as it expands the overall ROI.

Let’s take a deeper dive at conferences, as it uses several types of events when building an overall program.

1. 1. Conferences: One main plenary stage, where new information and innovative ideas are shared amongst experts. These can be in the form of keynote, in-conversation, panels and more.  
   2. Seminars: Often known as educational training events. Held as simultaneous breakouts/tracks during the conference, forms a great opportunity to take advantage of rapid movement and allows the program to expand and offer additional learning levels and engaging formats. These formats could be either roundtable, conversations, workshops, presentations, panels or held by a facilitator to name a few.
   3. Meetings (department, board members, clients): Meetings are also extremely popular and often attached to conferences at the start or end. Departments, board members, team members or clients can come together and discuss operational topics, strategies, learnings or other business agenda items. Keep in mind, if particular groups of people don’t often come together because of travel/distance this is a perfect time to connect face to face.
   4. Networking Events: Most often than not, conferences will have networking events. In fact, strategically you want to be thinking how much the program is divided into content vs networking as attendees want and need both. Networking events are usually held the day before a conference commences as a welcome reception allowing everyone to establish a personal interaction before day 1. If the program is longer than one day, than networking events may repeat on other nights.
   5. Dinner Events: If a program is expected to go for at least one day it’s very common to have a dinner after all everyone needs to eat. A dinner event could very much branch out into a gala dinner,  an awards ceremony or even a themed evening. Dinners can be held inside or make magical experiences outside under the stars sharing a meal together after a long productive day.
   6. Team Building Events: Recommend group activities and icebreakers, an interactive way for the audience to get to know one another.  This allows the connection, interaction and even a deeper relationship if some groups already know one another. There are companies that specialize in team building activities, which can easily be integrated into the conference. A perfect time is after lunch making a great afternoon session.
   7. Product Launch Events: Great for sales conferences to launch new products, campaigns and share new content internally or on the market making audiences aware of new innovations. A few ways to include launches into a conference are, on the main stage as a demo or during seminars (breakout session) allowing more interaction and hands-on experience. Otherwise, product launches are also effective as a tradeshow style during breaks (lunch, AM and PM breaks).
   8. Golf Events: Depending on the nature of the conference, if scheduled to end on a Friday or to continue over a weekend. a golf event may be a perfect way to tie in the fun! Golf tournaments aim to build relationships with customers,  to increase customer loyalty and to motivate employees.
   9. Trade Shows: Often known as trade exhibition, conventions or expo’s where companies showcase and demonstrate their latest products or services. It’s not as common to have a stand-alone tradeshow combined with a conference, given the size of both these events. However, it makes a great sponsor package to have trade show booths during breaks (lunch, AM and PM breaks). Trade shows are starting to add learning programs to their event to attract and expand audience experience. They are usually more in the format of seminars.

The following four event types are not usually held in conjunction with a conference, it can happen it’s just not as common.

1. 1. Executive Retreats and Incentive Programs: An executive Retreat, is very similar to a conference, however, it usually focuses on high-level management and strategy in a location that is out of the city. The idea is to have a relaxing and exclusive vibe. While an incentive program is a formal scheme used to promote or encourage specific actions or behavior over the program duration.
   2. Convention: As a conference focuses on exchanging information in an educational and learning environment usually with an agenda. Whereas a convention focuses on a formal meeting of members, representatives or delegates.
   3. Festivals: A celebration usually in the format of a concert, plays or movies or even demonstrations, can be either inside or outside.

There are events taking place every day, all over the world. The events industry is a platform that drives belonging, audience connection, sharing content, recognition, celebration, networking and brand awareness. Next time you explain the types of events, break them down – it will give you more credibility and influence.