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4 Ways to Build a Better Event Agenda

November 13, 2024 | Written by Veronica Ferguson

One of the most effective tools for driving attendee engagement and connection is the event agenda, but probably not in the way you think. While content and speakers are important, the agenda flow also strongly influences the lasting impression of your event—for better or for worse. By ensuring your agenda is brain-friendly and meets attendees’ needs, you set your event up for success from the start.

Read on to learn our top four best practices for building a better agenda and experience the difference neuroscience-based event design makes for your event.

Best Practices to Design a More Effective Event Agenda

Survey results show attendees are focused on their wellbeing and want more downtime at events. Keep these four best practices in mind when designing your agenda in order to meet attendees’ needs while maximizing the engagement, connections, and impact of your event.

1. Choose your event timing with attendees in mind.

You may be tempted to start your event as early as possible and go all the way through the evening to squeeze as many sessions in as possible, but that’s a surefire way to exhaust attendees and make them unengaged, check their phones, and even leave early. Instead, choose your event timing with your attendees in mind.

Starting at 7:00 a.m. means attendees often don’t get enough sleep or have to skip their morning wellness routine, like meditating or working out. Consider where attendees are traveling from when planning your first sessions so it’s not too early for those from later time zones. A “soft start” with optional sessions like wellness activities or extended networking breakfasts is an effective way to add value for early risers while still accommodating all time zones.

If your event includes evening functions, provide at least an hour after the end of the daytime sessions. For evening events that turn into late-night gatherings, the break should be even longer. This gives attendees time to decompress, lower their cortisol, and freshen up.

2. Plan for more—and more effective—breaks.

When it comes to breaks in the agenda, remember this: If you don’t provide a break, attendees will still take one, whether by using their devices or stepping out in the middle of a session.

The most effective breaks are at least 30 minutes so attendees can return mentally refreshed and reenergized. Studies show that a longer break improves memory retention, meaning attendees will better remember what they learned and experienced during the day.

These longer breaks don’t have to be “lost” time where attendees leave the event space; provide educational or wellness lounges that are open all day, have snack stations with healthy choices to refuel mentally and physically, or keep sponsor booths staffed all day so attendees can visit at their leisure. If longer breaks absolutely won’t work with your agenda, at least make the shorter breaks more restorative by leading optional stretching, breathing, or eye exercises.

Remember that meals count as breaks, too. Allow at least an hour so attendees have time to refuel, network, and form positive connections with each other (and therefore with your event).

3. Design the agenda flow around attendees’ energy levels.

Maximize attendee engagement and retention by aligning your agenda with the natural ebb and flow of energy throughout the day—high in the morning, dipping in the late afternoon, and rising again in the evening. With this in mind, it’s ideal to schedule general sessions and problem-solving activities in the morning, when energy is at its peak. Breakouts, peer-to-peer learning, and panels are best in the afternoon, when focus may start to wane, and brainstorming sessions should be saved for the end of the day, when creativity tends to surge again.

In the evening, events focused on social interaction and relaxed, fun engagement work best. Think networking events, social hours, or live entertainment. Be sure to allow time for attendees to eat beforehand or provide dinner with the event to keep energy levels up, and provide a mix of quieter, more relaxing spaces and more high-energy areas so attendees can choose what best suits them. Alternatively, if your event is multiple days, consider leaving an evening or two open so attendees have more free time and don’t feel overwhelmed.

4. Diversify your session styles and content.

Another way to keep attendees engaged and energized throughout the event is to diversify the agenda with a mix of session types and formats. Incorporate a variety of activities that not only involve speakers but also foster interaction between attendees, encouraging peer-to-peer learning and collaboration.

By offering choices, such as different breakout sessions or optional activities, you allow participants to engage more deeply, as the brain tends to stay more focused and invested when there’s a sense of autonomy. However, it’s important to provide accurate information so attendees can make informed choices, whether that’s through the event mobile app or with a detailed agenda during registration. This approach helps cater to diverse interests and learning styles, making the experience more dynamic and personally relevant for each attendee.

Give Your Events a Brain Boost

These best practices for event agendas are examples of neuroscience-based event design. This unique approach championed by M&IW revolves around engaging attendees in ways that generate moments for deeper thinking, greater connection, and improved retention—all of which involve the brain.

Click the button below or contact us to learn more about neuroscience-based practices and experience the difference they can make for your next program. Already an M&IW customer? Contact your Customer Success Manager.

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