From Concept to Connection: How to Design Events Worth Attending

Since 2018, I have been eager to create an event that brings together people from different places who are part of the YATM community. An event carefully curated and considered, to become a welcoming space for everyone to come together for a reason.

It meant organising an occasion worth people’s time and money. It’s a big request to ask people to take time away from work. That exchange has to be around connection, forming new bonds, and leaving with an idea that you hadn’t considered before you arrived.

From 2018 to 2019 we called it the You Are The Media Conference. It followed a typical conference format, featuring talks throughout the day with breaks for networking. We had planned to hold the conference in 2020, but we had to postpone it due to Covid.

Through that period of disruption and difficulty, I gained the skills to organise online events and later hybrid events (though that format was challenging for me). However, relying solely on online connection is a poor substitute for in-person interaction. My expertise lies in enhancing the experience when people gather together.

Sometimes we have to go back to the drawing board, and that’s ok. It was always meant to be like that. The clues and routes to follow are constantly being presented to you. This means that what you create in the future will be well-considered, tested, relevant, and valuable to others.

We returned in 2022 and realised that the world had changed. Reverting to the traditional conference format felt like ignoring the new reality. People found that they gained time by not having to travel and could access presentation content from YouTube or attend online events.

Additionally, the thought of sitting in a chair and listening to speakers all day was exhausting.

I wanted to improve each year for an event where everything was centred around:

– Getting to know people better

– Being with people who have the same values

– Encouraging people to create together (not just leaving with notes on their phone or pad)

– Demonstrating the value of joining in and not passive learning

– Helping people to look around and know they are connected in some way (such as receiving a Thursday newsletter)

– Recognising the sense of togetherness when being in the moment

– Proving that you can put on reputable events that don’t have to be in bigger cities

– Welcoming people to my town (Poole) where they feel safe and looked after

These all provide areas to action around and frame the value.

I never want to treat people as mere transactions, where they pay and attend without feeling acknowledged or thanked for their time. No one should be just a face in the crowd.

Building on what I’ve learned, a central theme can unify everything and provide structure, rather than having random presentations. We need to address the underlying issues that frustrate us, identify what we want to tackle as a group, and figure out how we can all succeed.

If I could centre the day around a specific theme that is relevant to us, I could then go out and identify talented individuals who are currently creating work that aligns with the topic.

If an event always delivered the results we were looking for every time, then many events would continue without any setbacks. However, life isn’t like that. 

Brave people step forward and then realise that it presents many difficult hurdles to manoeuvre. For instance, no one wants to continually organize events that lose money, or when there’s little interest from people to attend, regardless of how generous a sponsor may be.

Here are my challenges for delivering Creator Day:

– Encouraging people who may be unfamiliar with the concept of Creator Day to participate

– Recognising that it’s not about industry celebrities, but rather celebrating the opportunity to connect with like-minded individuals

– Considering that the event’s seaside location may pose a travel challenge for attendees from across the UK

– People recognising the value of taking time away from work and family

– To not be swayed to play it safe (that way we all swim in the same sea)

– Exploring ways to maintain intimacy and inclusivity as the event grows, ensuring that attendees don’t feel lost in the crowd

– Striving to prevent attendees from feeling exhausted and overwhelmed by excessive noise, stimulation, and distractions

– Finding ways to introduce variety, enhancements, and additional features to the event without diluting its original purpose

This is what I know today to make an event work. I recognise that so much happens before the event, that many people ignore. 

Take these ideas and use your side if you want to create an event that brings people together.

You have to be specific about who the event is for. For example, if the topic is ‘business,’ it becomes everything to everyone and means nothing.

Also, if the event includes a variety of presenters and topics ranging from sustainability to social media, it loses its focus. For Creator Day, the target audience is small businesses, specifically creative business people. When I say ‘creative,’ I don’t just mean artistic approaches like design or writing, but also innovative thinking, curiosity, and problem-solving.

What feels comfortable to you might seem strange to someone else. To make something new appealing, it should have a touch of familiarity, and vice versa. For example, Creator Day should be structured around the traditional conference format as it helps to set the scene. In 2022, I made the mistake of presenting it as completely new.

To make it familiar, it should be organised as a day conference. Then I can introduce elements highlighting the importance of working together. The combination of new experiences in a familiar setting creates a fresh and exciting environment, keeping people engaged and eager to return.

If you can build trust and familiarity, it becomes easier when you approach people with an ask. What has helped me over the years has been the weekly YATM newsletter.

It’s my way to keep in contact and let people know I am here, sharing insight. If you can be a part of someone’s week, you are in a better place for them to say ‘I’m going.’ It’s a way of giving first, before you ask. It helps to have a continual vehicle of value, rather than a continual platform to sell from.

Make sure to connect with people before you actually need their support.

When you approach someone with enthusiasm and a request, having built a relationship with them beforehand can make a big difference.

If there’s a good connection and you’re confident that what you’re asking for aligns with their interests, it’s much easier to make a successful request. 

Problems arise when people expect support without putting in the effort to build connections first. Focus on building genuine relationships with people, rather than just trying to gain followers.

If you have an event that is covering specific topics, show your hand before the event. Writing about a topic can help you clarify your thoughts and become a part of the event. This can be used to promote the insights and perspectives you’ll be sharing at the event, rather than just promoting the event itself. It’s a great way to build up your content leading up to the event.

Remember to seek support from others. Even if you’re running ads, it’s important to have as much help as possible. Look for people who are willing to spread the word about your event. Having allies with existing audiences can be very beneficial. It’s easy to underestimate the power of the people around us.

If people are familiar with you and they subscribe, let them know their attendance would mean a lot. I have used LinkedIn voice and video messages to achieve this.

When they can see that you are addressing them directly and it’s a one-to-one communication (not part of a mass email send), the approaches feel more personal.

Ensure that everything feels simple. Keeping people informed about the format, schedule, and what you expect them to take away can help them advance with new ideas, connections, inspiration, and momentum.

This needs to be made clear from the beginning, outlining what they can expect and what they will gain. Helping people connect the subject matter with their needs and involvement supports their decisions.

Be brave in looking to take what has already been delivered by others but put your own stamp on it. This could involve changing formats throughout the day or adding panel discussions and Q&A sessions to presentations.

The YATM Creator Day was created after realising the significance of uniting people and encouraging them to collaborate and be accountable to each other. Seek inspiration from outside your industry.

We can achieve quantity by living our lives online and inviting the world to us. However, what is even more scarce today is getting the right people to come to the right place, at the right time, for the right reason. This is why your event can be successful. It pays to have good relationships.

To encourage people to commit to your event, you need to do the following:

Be specific

Be focused 

Be relevant 

Be compelling

Be interesting

Put the time and energy into building your own audience 

Creating an event that people will attend and enjoy requires intention, focus, and connection. 

It’s about offering a genuine experience that resonates with your audience and builds a sense of belonging and togetherness.

When you craft an event, you’re inviting people to dedicate their time and energy. In return, you should provide them with a chance to collaborate and leave feeling inspired. 

It’s not about bombarding people with information, but about creating moments that ignite new ideas, promote meaningful connections, and encourage active participation. Understanding your audience and making them feel like part of something significant is important.

You can acquire knowledge from books, videos and courses, this is much more personal. It’s to know we were never meant to walk this path alone, but find the moments when we can all celebrate and come together. 

I’d love for you to be part of YATM Creator Day 2025. It’s more than just an event—it’s a chance to connect, collaborate, and grow alongside a community of like-minded business creators. We kick off with Failed Nights on Wednesday 14th May, where we embrace the lessons learned from challenges, followed by our Friday morning sea swim to refresh and energise together.

But the heart of it all is Creator Day—a day where we come together as one united team, ready to inspire, support, and push each other forward. Whether you’re looking to take that brave next step or simply want to learn from others, this is your space to create, connect, and thrive.

Join us, and let’s make May 2025 unforgettable. Your seat in the theatre is waiting.