Even before COVID put a nix on shaking hands to seal the deal or attending events and conferences that drew in the masses, the traditional ways of networking and sharing experiences had begun to change. We were already migrating toward virtual events and digital streaming of workshops, meetings and summits.

Today, a LinkedIn DM followed by a 30-minute Zoom is more commonplace than an introductory coffee meeting at Starbucks. Digital and virtual address our need for immediate interconnectivity and offer global reach for business connections and opportunities.

However, the reverse effect of digital connectivity has begun to flourish again. People are once again prioritizing interactions that technology and social media can never replace in order to advance opportunities more quickly—or for growth and knowledge sharing. Virtual events and Zoom are here to stay—and they absolutely have a valuable place in our highly interconnected world—but authentic experiences can never be entirely replicated in the digital realm.

For brands and businesses, the new challenge is how to create value for clients, customers and partners through in-person experiences in a format in which they genuinely are excited to attend. This means offering businesses must offer a unique motivator for individuals to take on the logistics of an in-person experience, whether that be a commute, long-distance travel or giving up time with family outside standard business hours.

While frequent engagements used to be the norm, many individuals have become more selective about how they spend their time. The widespread use of digital experiences created a format to achieve business goals with a shorter overall time commitment, changing the incentives for individuals to commit to showing up in person.

The incentives for in-person engagements vary based on the experience itself, but businesses now must thoughtfully align their goals with a motivation for the individuals they are looking to engage. Here are four ways in which you can think about creating value for your clients, customers and partners:

Gatherings must be purpose-driven—not vague

Doers want to connect with powerful ideas and equally passionate people. The catalyst to make this happen is bringing people together in person with a central focus that is broad enough to attract diverse ideas, yet specific enough that each individual understands what they can gain from attending the event before they make the commitment to be there. Make the purpose and goals of the events specific, clear and digestible from the get-go.

Questions to help define the purpose:

• Are attendees learning in some way about the topic at hand?
• Are there going to be actionable takeaways or insights that you can ensure are fulfilled? This should expand beyond just networking opportunities.
• What will your attendee know they’ll get out of this that will make them want to attend?

Intimate settings will attract and more purposefully engage attendees

Event organizers should be intentional about bringing the right people together in order to foster dimensional conversation. A central focus for many attendees, especially at an executive level, is “Who else will be there?” Rather than simply matching prospective attendees to the purpose of the event, the attendees should have complementary skills and motivations, yet capture a diversity of expertise that also allows them to be exposed to ideas outside of their normal routine.

Furthermore, each attendee should feel fully engaged from the onset and especially during the event. They should not expect to be just a bystander. This can be achieved through small-format dinners, or highly curated roundtables or receptions in which the “host” is actively fostering connections and conversation amongst those in attendance. For larger events, sharing a platform for attendees to connect with each other ahead of the event creates space for connections that then develop during the event.

Experiences should be curated and memorable

It is important to demonstrate how the event will stand out amongst the noise through a unique setting or experiential elements. Details can be teased in advance through design and content preparation or from highlighting the uniqueness of the space being used. The environment, and how it is portrayed in the lead-up to the event, is what sets the tone. The environment should reflect the purpose and content (such as an environmentally focused space and menu for a sustainability event). Be intentional about the experiential aspects and spaces so they provide a contextual backdrop. The experience should feel like it was a worthwhile use of attendees’ time and expenses.

Follow-up or follow-through is important

In line with the intent to make events purpose-driven, it is important to establish takeaways and end goals for the attendees from the beginning. How can you carry the experience on after the event concludes? This can be done through ensuring the attendees are connected for direct follow-up where desired, preparing opportunities for continued conversation and/or by sharing insights after the conclusion of the event.