When my event production company, Sequence, was founded in the fall of 2011, our very first client was a prominent NYC hedge fund. We produced its investor conference just a few months later, the first large-scale event under our belt. 2023 saw us overseeing that same conference for the 12th consecutive year—and along the way, we’ve been fortunate enough to produce similar events for a wide range of other public and private firms.
Reflecting on the longstanding journey with this client and our overall success within the business segment has reinforced two key takeaways: Client retention is one of our company’s greatest strengths, and Sequence really knows how to produce an impactful investor conference. Here are five tips we’ve learned along that way to help amplify your next conference.
1. Elevate the experience.
The truth is, many of your event attendees’ individual investments will themselves exceed the overall event budget—so the experience needs to be commensurate with the guests in attendance. This doesn’t necessarily mean that you need to spend lavishly, but it does mean that every facet of the guest experience should be carefully considered, from welcome to departure—with a bevy of special-touch moments in between. After all, the event’s return on investment may be better measured by return on investor.
2. Content is king.
At this type of event, your attendees are most interested in what you have to say and share. All eyes will be on the stage, so make sure you’re leaving adequate time for setup, tech checks, and rehearsals that will help the program feel cohesive and smooth.
My tips? Err on the side of larger (or multiple) screens to ensure your content is clear and visible, and consider enhancements such as IMAG or a multi-camera shoot to elevate the production quality. And for any speakers not used to public speaking, even light speaker coaching leading up to the conference can go a long way.
3. Don’t cut the creative.Even though your conference may be formal, you should still infuse some creativity. Whether through venue choice, design, staging, food and beverage, or other elements, there are plenty of ways to liven up the space in a way that stays on-brand to your organization.
We produced an annual conference for a firm whose primary investments were in the steel sector, for example, and we incorporated steel in everything from the lectern to the digital design to the giveaways. The event creative helped reinforce the firm’s focus and success, and attendees loved the throughline.
4. Keep the format fresh.From alternative programming concepts to unique seating configurations to creatively integrated snacks and meals, there are plenty of ways to liven up the format of an investor conference. Especially for gatherings that are taking place annually, providing guests with a distinct experience from year to year will help pique interest and boost attendance.
5. Properly value virtual.
Virtual events have distinct advantages and drawbacks—so adding a virtual component to your investor conference may or may not be beneficial. A virtual stream could help grow your guest count, or it may do more damage by detracting from your in-person attendance. You may be looking for the simplicity of a stream, or you may want to ensure your virtual attendees don’t feel like an afterthought.
Thoughtfully weighing the unique pros and cons of a virtual element is the best way to determine whether it’s the right addition for your specific investor conference.