The organizer’s point of view about the “co-creation” trend: 3 ideas for definitely participative seminars

Co-creation, active consumers, crowdsourcing…
Buzzwords we read everywhere in marketing and management reviews and books, but what do they really mean, for you?

In the context of companies and brands, it’s all about consumer implication in the creation process of a product or a service. This approach, which cannot be ignored anymore, is rewarding in many aspects. And your events won’t be able to escape it!


The real power of events is the sum of all its participants expertise and personality. The more the event’s organization and contents take into account each one of them, individually, the more they are committed to the company or brand action, and the better ambassadors they are.

Here are 3 ideas you should take and adapt to “co-create your events” with your guests.

  • Let your guests take part in your events creation

Before your event, why don’t you offer your guest community the opportunity to take part in deciding the agenda? You could launch an “online brainstorming” session, open to all ideas and from which you could make a selection and establish your program. Or you could simply begin by many items and themes your guests could vote for, or classify in preference order. The first approach, collecting ideas or votes, then the announcement of definitive program, both contribute to commit each guest a long time before the event. It’s also the best way to ensure your program exactly match the expectations of all of your guests.
This also provides the occasion for participants to begin to form a community, by offering tools and occasions to share and discuss on the event website. The sessions themes are opportunities to strike up conversation and will allow guests to get to know each other.

  • Prioritise sessions in small groups rather than plenary conferences and organize recommendation reports made by the audience  

Small groups sessions facilitate the free expression of everyone’s ideas, questions or suggestions. By using this kind of format, instead of huge conferences in vast auditoriums, the organizers demand more work and attention from each guest, but they therefore ensure more commitment, along with greater memorization and appropriation of their messages. Moreover, if everyone is conscious from the beginning that the workshop or round table is going to lead to a report presented to the other sessions’ participants, the “social” aspect becomes even more important. After all, guests want to do the best they can individually if the result is part of a collective work. Especially because their names and identities are included with the result…

  • Involve each participant personally

If you provide topics to react and interact with, instead of preaching the good word or handing out ready-made conlusions, you’re reaching out to everyone’s experience, critical sense, reflection and personal opinion. It’s the best way to involve each participant in the discussion which is taking place. If the whole ideological debate resulting from this is well structured and guided, your event could be far more productive, “augmented” by the expertise of each guest, not only a few chosen speakers.
What if each guest could have access to the “result” of these debates, tailored to them, for their own use? A visual report, with images and contents easily appropriated and shared with others, outside of the conference? When your name and identity are attached to a report, you feel like getting involved personally and giving the best of yourself, you feel like spreading the word everywhere around you, talking about the results and the role you played… You feel valued personally, and can easily become an enthousiastic – and efficient – ambassador!

Now it’s your turn!