Summer School is back: our longest (and juiciest) free event series to date, packed with nine weeks of free sessions designed to help you market smarter, not harder.
As we prep behind the scenes, I’ve been reflecting on everything I’ve learned from running online events over the past 7+ years.
From cramming into a cosy yoga studio with 30 attendees (yes, with the smell of incense in the air) to filling a 300-seat stage just before the pandemic hit, it’s been a ride. And a learning curve.
Events have taught me how to negotiate, plan like a pro, and ask the right questions when things inevitably go off-script. But one thing stands out the most:
Running great online events is about creating connection, clarity, and a damn good reason for someone to say “yes, this was worth my time.”
So if you’re planning your own virtual workshop, webinar, or freebie fest, here are a few lessons that’ll help you knock it out of the (Zoom) park.
🏫 Class in session
Most people spend weeks planning their speaker line-up… and forget to plan what happens around it.
One of the most overlooked (but wildly important) parts of running online events is giving people a clear start and a satisfying finish. Think of it like a good sandwich: you wouldn’t just serve the filling, right?
Set the tone with a proper welcome.
Wrap things up with a thank-you, a highlight reel, or even a mini reflection moment.
When we started doing this( adding short welcome sessions, interactive wrap-ups, and even cheeky “what’s coming next” sneak peeks) we saw a big jump in live attendance and next-step conversions.
It builds a sense of momentum. It creates trust. And most importantly, it makes people feel like they’re part of something, not just watching another online thing.
You can even go one step further: create a simple event workbook or digital brochure for your audience to follow along with.
Feature speakers, share resources, and leave space for notes. It’s like giving people a backstage pass, plus it doubles as a sneaky upsell opportunity for future events or offers.
Live Event Tip: Start with a 15-minute welcome session to set expectations, share the schedule, and invite interaction. End with a relaxed closing session, share takeaways, replay info, and a next step (bonus points for confetti).
On-Demand Event Tip: Record a short welcome video and a wrap-up video to bookend your content. It personalises the experience and helps your audience feel guided, even if they’re watching from their sofa at 11 p.m. with snacks.
Adapt Your Event To The IRL Experience
Just because your event’s online doesn’t mean it has to feel... sterile.
Some of the most powerful moments at in-person events happen between the talks: during chats over coffee, scribbled notes in the margins, or those “wait, that just clicked” convos in the hallway.
You can absolutely recreate that energy online, you just have to design for it.
Think reflection sessions instead of just back-to-back speakers.
Think prompts that spark discussion, not just passive listening.
Think of yourself not just as a host, but a facilitator of connection.
One way we do this? Integration sessions.
They’re not quite panels, not quite Q&As, just honest, no-pressure spaces where people can chat, share takeaways, or even just sit back and absorb.
It gives attendees time to process and connect: to the content, to each other, and to your brand.
You can highlight key themes from earlier talks, guide people through reflection prompts, or even invite breakout discussions. It doesn’t have to be fancy. It just has to feel human.
Live Event Tip: Use Zoom breakout rooms for small-group networking. Assign light prompts (like “what’s one idea that stuck with you today?”) to guide the chat—and always pop back in to keep the energy flowing.
On-Demand Event Tip: Add interactive reflection worksheets or short journaling prompts after each session. Invite participants to share insights on a community board or via email to keep them engaged between videos.
Here’s your final section, fully aligned with your tone: honest, practical, a little cheeky, and focused on making people feel empowered to take action—plus I added a clear nod to your hybrid model with Summer School too.
Get Creative with Perks
Always eager to innovate, we are also testing the use of virtual goodie bags (a collection of affiliate offers, sponsor deals, and speaker resources) adding an extra layer of engagement and value for participants.
Why?
It created a line of conversation with our affiliate platforms, encouraging them to collaborate with us
It gives incentives to attendees and exciting perks with ease
It can get a small kickback we can use to invest in ads
A word from our sponsors - Enterprise Nation
Small Business, Big Break competition
Enterprise Nation and Constant Contact have teamed up with Channel 4 to offer UK small businesses a once-in-a-lifetime opportunity: the chance to win a share of £300,000 in national TV advertising—plus full production for your very own TV ad. Yep, you read that right.
Through the Small Business, Big Break competition, 10 lucky businesses will receive a powerful marketing package (including a £2,000 grant), and 3 finalists will go on to have their brand shown on TVs across the country.
📺 TV ad. National exposure. Zero production costs.
It doesn’t get much bigger than this.Applications are open until 15 May 2025, so don’t sleep on it.
Free Vs Paid: Know What You’re Building
People will pay for something, if they understand the value.
And no, that doesn’t mean slapping a £97 price tag on your Google Meet link and hoping for the best. But it does mean being clear on what your event offers, why it matters, and what people walk away with.
We’ve tested both free and paid events over the years…and spoiler alert: paid attendees show up ready.
75% more likely to join live
50% lower drop-off rate
30% more likely to take action after the event
It makes sense: when people invest, they commit.
But that doesn’t mean free events don’t work. In fact, free events are gold for brand awareness, building your email list, and warming up new audiences who might not know you (yet).
The secret? Set the right expectations. A free session can still feel premium, if you’re thoughtful about the experience and deliver clear value.
When it comes to deciding between free vs paid, here are a few prompts to guide you:
Is this a top-of-funnel event to grow your audience? → Free might be the way to go.
Are you targeting warm leads or an existing community? → A low-cost or tiered option could work best.
Are you delivering something more in-depth, with worksheets, guest experts, or replays? → Consider charging or offering a VIP upgrade.
That’s exactly what we’re doing with Summer School you can join for free, or upgrade to VIP for exclusive perks like replays, behind-the-scenes Q&As, and extra goodies.
(And if you want to read more about how we use HeySummit for our events click here)
You don’t need to gatekeep connection. You don’t need to mimic mega-summits. You do need to create experiences that feel intentional, human, and actually helpful.
From rethinking the attendee journey to creating breakout moments and choosing the right pricing model, these little shifts go a long way.
And if you want to see how we bring this to life in real time?
🎓 Join us for Summer School – our longest free event series ever.
We’re running 9 weeks of live marketing sessions, with the option to upgrade for VIP perks, replays, and more.
Come for the free lessons. Stay for the vibes. Leave with a notebook full of aha moments.
Always cheering you on,
Fab ✌️