How Thoughtful Pre-Engagement Can Shape An Event

When it comes to events, building strong relationships with the attendees doesn't start when the guests check-in, it begins the moment they sign up to attend. Creating a memorable and personalized experience can (and should) begin before the doors even open, setting up a sense of belonging and excitement. A great example of the impact pre-event engagement can have comes from a story shared by Mike Raber of 100 Million Strong spc.

A couple of years ago, Raber attended a small retreat in Wisconsin, called Downstream Retreat. The gathering of business leaders was created to provide a day of reflection and fellowship, focusing on the power of perseverance that day. Prior to the event, he received a surprise in the mail.  It was a children's book titled "The Carrot Seed." Raber shared with me his emotional response to this timely gift, and it absolutely highlights the power of putting thought into how even the pre-event experience can make a lasting impact. 

Setting the Stage for Impact

I have shared in the past my obsession over the content of Priya Parker’s book, “The Art of Gathering”. When it comes to setting up the experience of an event and what we take away from it, she points out that any gathering starts long before the participants walk through the door. Your role as the host, or event planner, is to shape how the attendees show up to the event by understanding that the experience starts from the moment they become aware of the event. Parker says, “90 percent of what makes a gathering successful is put in place beforehand.”

And this is what we see in Raber’s story when it comes to how it completely shifted the way he showed up for that event. Raber told me that he received the unexpected book in the mail when he was doubting his vision and the work he was doing. He shared, "It was so funny because I had no idea where it came from. It was just this magical book that appeared out of nowhere...What are they getting at? So, I pick it up...And I tell you, you never would have thought it's possible to get emotional over a children's book. But it is."

Raber had been focused on a large vision for most of his life, despite people telling him it wouldn't work. A series of events went opposite to what he had foreseen, leading him to question himself. He happened to open the gift right after finishing a bit of a “pity party” for himself. Upon reading it, he was moved to tears by the story, which resonated deeply with his situation. The book's message, about a boy who diligently cares for his carrot seed despite others' disbelief, eventually leading to the seed's growth, which mirrored Raber’s experience of perseverance against doubt. "I got to the last page, I'm finding myself starting to tear up...And basically, the essence of the book was...a sign to me that yes, I am still on track. It's not in my imagination. I just have to listen to my own advice and stay faithful. Trust in the process."

From Anticipation to Belonging

This story simply exemplifies how connecting with attendees before an event can significantly influence their experience and what they take away from the overall event. By sending a gift that was tied into some of the deeper work they were going to engage in during their time together, the event organizers sparked deeper contemplation prior to the time together. Had Mike shown up to the event without first experiencing the reflection, he would have experienced that event through a completely different lens. Perhaps from the perspective of someone who was disengaged and maybe even lost. But by having a very personal moment ahead of time, Raber was able to show up already feeling a sense of complete belonging.  

The event organizers set up deeper connections, making attendees feel valued and understood long before they walked into the event space. The book was an invitation to participate, to share, and to trust the process. The exercises at the event were able to go even deeper because they established relationships and trust ahead of the meeting.  

“…every gathering benefits or suffers from the expectations and spirit with which guests show up.” – Priya Parker, “The Art of Gathering”

Whether you’re the speaker or the organizer of an event, I invite you to consider how you can elevate your overall event experience by recognizing the opportunity to pre-engage with the attendees. Here are some questions that might help you decide what fits your event:

• Is there something you want the guests to reflect on prior to your time together?

• What would make someone feel excited for your time together? 

• Are there questions or exercises that would help the guests prepare for the conversation or time together?

• Is there a physical memento that would give clues as to what they will learn or experience without revealing all? 

Thoughtful gestures, no matter how small, can significantly affect attendees' mindset and experience. They set the stage for deeper personal development and connection. And they can weave anticipation and belonging together from the very moment of event registration.

As event planners, organizers, or hosts, we are given a unique opportunity to shape not just an event but a journey. We can curate experiences that leave lasting imprints on the hearts and minds of all those who attend. So, remember the power of the pre-event touch and consider how you can create an experience that resonates deeply and fosters a sense of belonging from the very start.

And if you need help in designing what that experience looks like, we’re always happy to have a conversation.  Bring your ideas to one of our monthly Q&A sessions and the community will gladly help you refine just the right experience.  Or feel free to schedule time to chat one on one.