Insight
Make that initial impression count and ditch the dull
Matt Coyne says forget the scheduled approach and craft an agenda to entice, excite and invite
ttendees scan agendas
A like they scan Netflix. You know that moment when you open Netflix … You scroll. You hover. You read half a description. You judge a thumbnail. Then you move on in under three seconds. That’ s exactly how most people read an event agenda. It’ s not because they don’ t care, but because they’ re busy, distracted, and making split-second decisions about what deserves their time.
So, I wonder, what’ s the dwell time like on your agenda pages? Is it being read? Does it entice and make you want to learn more? Maybe not. Maybe, it’ s simply being scanned and filed under‘ no further action required’.
When someone looks at your agenda, they’ re not looking for the full story. They’ re asking three simple questions:
1. What is this about? Give me the headline; the theme; the issue; the essence of the thing we’ re tackling. Not some vague session title like‘ Navigating Change in 2026’. That could mean anything. Tell me the actual plot. What’ s the story?
2. Why should I care? Your audience will be asking
Above: Matt Coyne. See: wavesconnects. com themselves questions like: Where do I fit in this? Is this going to help me solve a problem? How will it make my job easier? Give me an idea I can use tomorrow? Save me from repeating the same mistake again?
Attendees aren’ t selfish – they’ re just human. They’ re thinking:“ What’ s in it for me?” And if you don’ t answer that, they’ ll keep on scrolling.
3. What will I leave with? People don’ t show up for information, most of the time at least. They show up for outcomes. They want to know:
• Will I leave with a framework?
• Will I learn a new approach?
• Will I walk away with a plan, a checklist, a fresh perspective?
• Will I feel like that hour was worth it? Because time is our currency and your agenda isn’ t a schedule – it’ s a promise.
When sessions / agendas are written like internal documents, they lose people, but when they’ re written like invitations, then people lean in.
So, here’ s a simple test I’ ve started using in 2026. If an attendee scanned your agenda for ten seconds, would they know what they’ re getting?
If not, rewrite it. That doesn’ t mean longer or more detailed. Just clearer. Write session titles like Netflix descriptions. Instead of:“ Panel Discussion:
The Future of Events” Try:“ How events are evolving— and what you’ ll need to stay relevant over the next 12 months.” Instead of:“ Innovation in Registration” Try:“ The small registration changes that drive big increases in attendance( and fewer no-shows).”
Specific wins. Clear outcomes. A reason to care.
If your agenda reads like a line-up of outcomes, people will build their day around it. EW
18 Issue 1 2026 www. exhibitionworld. co. uk