Roundtable events are a core tactic we use at Refresh to help clients engage with their target audience and build meaningful relationships, especially within new sectors. These events provide an opportunity for professionals to come together and discuss topics that matter to them, while showcasing your organisation’s expertise and understanding of their needs.
Just last week, we hosted a roundtable event for our client Accoya, gathering architects to explore the tensions between modernism and traditionalism in urban development. Events like these demonstrate your commitment to your industry and position your brand as a thought leader.
So, if you’re considering a roundtable event to reach your audience, you might be wondering, “How do I ensure its success?” Here, we outline six key steps to help you plan and execute a successful roundtable event.
Setting clear objectives and KPIs
The first step in hosting a successful roundtable is defining your objectives. Ask yourself what you want to achieve with the event. Are you aiming to ignite change within the sector, raise brand awareness, or generate leads? Once you know the answer, set clear objectives and establish ambitious but realistic key performance indicators (KPIs) that align with your business goals.
Often, a target is placed on the number of attendees, but remember to prioritise quality over quantity. The effectiveness of the event could be compromised if it’s too crowded or too sparse. Additionally, focus on inviting decision-makers and individuals who would make valuable future connections.
Choosing the right topic
The topic of your roundtable is a major draw for attendees. It’s crucial to select a topic that is timely, relevant, and already generating discussion within your target sector. Your goal should be to address issues people care about and want to discuss.
The topic should also tie into your objectives and avoid sounding sales-driven. For example, at a recent roundtable event, we focused on new food waste recycling laws, which resonated strongly with our target audience and sparked a productive discussion.
The host
Just as the topic can draw people in, so can the host. Selecting the right host for your roundtable event is essential. Look for someone who is not only knowledgeable but also respected in your industry. This could be a well-known speaker, an industry expert, or even a researcher offering a fresh perspective.
For instance, we recently secured a Welsh government minister to attend a client roundtable event, which was a significant pull for attendees and led to further discussions between the client and the government on policy implementation.
The guest list
The guest list is often the most important element of any roundtable event. Start by identifying your target audience. Who in your industry would be valuable to invite? Who is already discussing the topic and would add valuable insights?
Utilising social media, particularly LinkedIn, is a great way to identify potential attendees. Searching for hashtags related to your topic can reveal people already engaging in relevant discussions. Don’t forget to tap into your existing network, as your connections might provide valuable introductions.
Selecting the right date, location, and venue
Logistics play a key role in the success of any event. When choosing a date, consider aligning your roundtable with larger industry events. Hosting your event as a fringe event can help boost attendance, as attendees will already be in the area.
Choosing the right location is also important. If your goal is to expand into a particular region, hosting the event there can help position your organisation strategically. As for the venue, consider your audience. For architects, an event at a stunning or innovative building might be the perfect setting, while interior designers may appreciate a beautifully designed space.
Maximising the event
Once your roundtable has ended, the work isn’t over. You’ll want to follow up and continue building relationships with attendees. One way to do this is by creating content, such as blogs or social media posts, to share insights from the event. You might also consider organising follow-up activities, like a webinar to address any gaps or unanswered questions from the roundtable.
Ultimately, hosting a successful roundtable event requires attention to many different details, from planning to follow-up. If you’d like support with hosting your next roundtable, get in touch!