This was a question posed to me recently on LinkedIn and it’s a great question that got me thinking.

In my opinion there is not 1 right answer to this. It really underlines the importance of knowing your audience / customers and their situations.

Take potential attendee number 1 who is;

  • Working in management for a large organisation
  • Expected to be present in the office for a minimum of the typical 9-5.30 working day
  • Has a very clear idea that week days are for working and weekends are their own time

This person could prove difficult to tempt away from the office to attend your event. That’s why we see breakfast meetings, lunch gatherings and evening networking do’s during the week popping up and working well for the more corporate audience. Your event and all the benefits it can offer doesn’t need to go head to head with the demands their job places on these guests.

I’d encourage you to look at this another way however. I’m sure you, like me, have been to events or training courses where they have given so much value and got you fired up to make changes when you get back to work. Then when you do get back to the office, you’re swept back into the day to day, catching up on all you’ve missed while you were out! Unsurprisingly the notes you made never see the light of day again.

To combat this issue, think about how you can offer the opportunity for change to happen right there AT your event. So attendees learn AND start implementing – think how much better the results could be for your attendees! Purposefully pulling these guests away from their day to day can be so beneficial – breaking routine and doing something different can spark creativity in all of us.  The time of day becomes less important and in fact your event would need to be longer to allow the implementation time that you are offering as a big benefit.

Now consider potential attendee number 2;

  • Runs their own small business with support provided by a set of remote freelancers / VA’s
  • Works from home and often flexes their hours to suit their personal commitments
  • Work and life are much more intertwined and this person often commits some weekend time to work as needed

If you’re aiming for this audience then it’s still a B2B event but with a whole different set of people.  For entrepreneurs or solopreneurs you most commonly see events taking place at the weekend, or towards the end of the week.  Their time is money in a very direct sense for these businesses.

Guests can relax more knowing they’re not missing as much in their business and often people go to these events with a more relaxed mentality – so a weekend works really well unlike with a more corporate audience.  Again, it’s less about the time of day, more about the day itself and getting that right.

I’d love to know your experiences on this – feel free to comment below or come and connect with me on LinkedIn here and join the conversation.

Thanks for reading,


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