Want Better Event ROI? It's All About Those Breakout Stars

Let's talk about a conference truth that nobody wants to admit: Your rockstar keynote speaker might draw the crowds, but it's your breakout session leaders who keep them coming back for more. While keynotes typically gobble up the lion's share of your speaker budget, they only account for only about 10% of the actual conference time. Mind-blowing, right?

Today's Attendees Are a Tough Crowd

Let's face it – we're all living in a TikTok world with goldfish-level attention spans. Your attendees are scrolling through Instagram while drinking their morning coffee and expecting the same level of engagement in your breakout sessions. A speaker droning on with text-heavy PowerPoint slides? That's so 2010.

Modern learners expect:

• Interactive sessions that keep them on their toes

• Real-time polls that make them part of the conversation

• Collaborative exercises that beat the post-lunch slump

• Visual presentations that don't look like a novel squeezed onto slides

Quality Learning Drives the Bottom Line

Here's the deal: When attendees decide whether to come back next year (and bring their colleagues), they're thinking about what they actually learned. Sure, they'll remember that amazing keynote speaker, but what really sticks is the practical knowledge they gained from those breakout sessions that filled their notebooks with new ideas.

Investing in Breakout Excellence

Getting great breakout speakers ready isn't a walk in the park. It takes:

• Careful selection (no, your cousin's friend who "gives great presentations" doesn't count)

• Thorough preparation and training (yes, this takes a lot of time)

• Technical run-throughs (because nobody wants to watch someone battle with A/V cords)

• Clear guidelines on engagement and interaction (looking at you, Mr. “Buy My Book”)

The Payoff Is Worth It

Yes, properly preparing breakout speakers takes time, effort, and resources. But consider the alternative: dozens of attendees checking their emails or, worse, quietly slipping out of sessions and trashing the event on social media. #ouch.

When you invest in quality breakout speakers, you're really investing in:

• Higher attendee satisfaction scores

• Better word-of-mouth marketing

• Increased ticket sales for next year

• A reputation for delivering real value

The Bottom Line

While it might be tempting to throw all your budget at that big-name keynote speaker, remember that your breakout sessions are where the real magic happens. They're your secret weapon for creating an event that people rave about – and more importantly, come back to.

Think of it this way: Your keynote speaker might be the sizzle, but your breakout speakers are the steak. 🥩 And nobody comes back to a restaurant just for the sizzle.

Sources:

• Event Manager Blog Industry Survey

• International Association of Exhibitions and Events (IAEE) Learning Trends Report

• Corporate Event Marketing Association (CEMA) Engagement Studies