Running an investor or analyst day is an important part of your role as it enables you to continue to build strong relationships and helps your team to effectively communicate to your investors and analysts in a setting of your choosing. It can serve to provide information on your company’s goals and vision and provide greater insight into the company’s strategic advantages and key differentiators.
Making these events a success requires careful planning. Start planning several months in advance to ensure you have the right vendor or in-house teams in place, from Audio Visual (AV), to the venue, to the webcast production — all aspects of logistics should be carefully considered well in advance. By doing so, you’ll be able to focus on what’s really important the day of… the audience in attendance.
The following tips can help you take your analyst event to the next level:
1) Leverage other events
See what other industry conferences are taking place throughout the year, and see if you can piggy back on them. So that it’s easier for your audience to stay an extra day or arrive early for your event.
2) Don’t Stick to a Set Annual Schedule
Just because most companies call this event an ‘Annual Meeting’, doesn’t mean it has to be held annually. Make sure the information is worth coming out for, avoid stale or similar content to the previous year. There is nothing wrong in waiting an extra 6 months to hold your event, if the content will be fresh and relevant .
Speaking of schedules, this may be obvious to some, but it’s key to avoid the earnings’ schedule. You want to make sure your audience is available and that the information you’re providing isn’t too similar to what you just reported on during earnings.
“Timing is everything,” says Karin Ronde, Manager, Client Success, Q4. “In order to avoid an overload of repetitive information, it is best to stop and think of which activity is next, and rather include ‘timing’ to your communication strategy”
3) Where are the gaps?
Asking investors ahead of time what they’re interested in learning can go a long way to hosting a successful event. Some of the most rewarding conversations you can have are around what gaps investors and analysts have in their knowledge or perception of your company. Remember that Investor Days can also be a broad communication to all key stakeholders, and not just contained to the IR team. Use this event to involve leadership from other departments to help align your message to customers, employees and potential investors as well. Why not invite other departments to speak at the event? By doing so you will be able showcase a broader amount of talent across the company and you’ll be able to introduce new products, demos and knowledge sharing that will create more dynamic content for your event and at the same time presentations won’t only be limited to the C-Suite.
4) Event Set up
Not only do you want to make sure you’ve got a clear, audible archived version of your event available, you also want to make sure it’s available live to any key stakeholders unable to attend it in person. Using a knowledgeable AV team who is able to make sure your event is staged and ready to go (never underestimate the importance of a microphone check!), and a webcast provider who has tested their connection to the live event will ensure for a more successful online presentation. Also consider video streaming and slide (either presenter controlled or viewer controlled) presentations to round out the look and feel of your online event, making sure that remote viewers get a great experience as well. Consider giving your event a prominent online presence, feature it on your website with, introduce speaker’s bios and more information, such as an agenda or event registration. This can all be seamlessly integrated within the webcast pages as well.
“It’s important for clients to be knowledgeable of these kind of best practices. At Q4, our Client Success Team ensures to educate our clients in everything to do with their event set-up and webcasting services, and we pride ourselves in being a partner to our clients in all logistics for a smooth and successful event,” says Karin.
Ultimately, hosting a successful event is all about thinking creatively, being organized and involving the right people. All these elements will make attendants feel it was worthwhile attending your event. Also ensure they leave your event feeling as though they were gathered pertinent information and insight, met management and been introduced to a wider set of internal stakeholders. By leveraging these best practices, your events will increase attendance, have dynamic and interesting information that will lead your business forward with key thought leadership and well attended future events.