Any event, whether it is for 500 or 5000 people, has a common objective — to engage the participants and to build the desired community. Begin the process of engaging the attendees and creating a community from the start before the attendees ever arrive at your event. It starts from attracting the right audience through an online event registration website, the offline experience, and spans across post-event engagement. An excellent analogy on how to organize an event is a wedding. There is an enormous amount of effort and pressure on everything to move beautifully, and yet most of them are forgettable. Similarly, events, be it a sales conference, a new product launch, a sales review, or key leadership messaging, have the potential to be magical — yet most of the time they become wasted opportunities.