How to Choose the Best Days for Your Summit

Choosing the perfect days to run a summit is both an art and a science based on the knowledge and data you have about your audience. So before you even think about choosing a day or date for your summit, go back and see if you have done your homework on your audience.

Now that you know all there is about who the audience attending the summit, will be it is time to book the dates. The timing of your event can significantly impact attendance, engagement, and overall success of the virtual event. While there isn’t a universal formula, making informed decisions based on your summit’s theme, audience, and external factors will help you create an event that fits seamlessly into your attendees’ schedules, or at least the majority of their schedules.

Here’s how to strategically select the best days for your summit.

1. Understand Your Topic and Audience

The type of summit you’re hosting and the people you want to attract are critical factors in determining the ideal timing. For example, if your summit targets business executives and their business skills development, they may prefer weekdays when they are already in a professional mindset, avoiding weekends that they reserve for family or personal time. If your topic is aimed at business executives but the theme is calming activities for your days off, mental health or health in general, a weekend summit will be a better idea.
On the other hand, busy moms of young kids might find weekends more accommodating, as they often have additional support from partners or relatives. Similarly, yoga or wellness retreats are often best scheduled on weekends, aligning with the audience's desire for relaxation and self-care. Teachers, however, may appreciate weekday afternoon sessions, as during the day they are busy at work and weekends are their time to unwind.

By tailoring the timing to your audience’s preferences and routines, you can create a more accessible and appealing event.

2. Avoid Blackout Dates and Holidays

Holidays and major celebratory events can make or break your summit attendance, especially if you’re running an international event. These dates often vary by region, making it essential to research the holidays that affect your key audiences. For instance, in North America, July and August are typically vacation-heavy months, while in Australia, the school holiday season extends through December and January. Holding a summit during these periods might mean competing with personal travel plans and downtime. Avoiding blackout dates ensures your audience is available and focused, giving your summit the attention it deserves.

3. Account for Geographical and Cultural Factors

If your summit caters to a global audience, geography and culture play a major role in selecting the right dates. Different countries have unique public holidays or cultural events that may impact participation. For example, a summit scheduled during Carnival in Brazil might not garner much attention from audiences there. Additionally, it’s important to consider time zones. Offering sessions that accommodate various time zones can improve participation and make your summit feel inclusive, encouraging attendees from different parts of the world to join.
However, if you are doing a country specific summit, take the audience preferences of that location into account. 

4. Choose the Right Days of the Week

The best days for your summit largely depend on your topic and the habits of your target audience. Business-related summits often perform better on midweek days, such as Tuesday, Wednesday, or Thursday, when participants are already in a work-focused mindset. Conversely, summits centered on creative or wellness topics may thrive on weekends when attendees have more flexibility to engage without work distractions. If you need to include weekend sessions, consider mixing them with weekday options to cater to a broader audience. The key is to align the summit schedule with the audience's availability and the nature of the event.

5. Strategize with Your Event Flow

Sometimes, the best summit days are not only about convenience but also about strategy. For example, ending your summit on a less popular day, such as a Monday, can create a sense of urgency for attendees. This timing can encourage last-minute sales, engagement, or decision-making, as participants want to make the most of their experience before the event concludes. By aligning your summit’s schedule with your sales and engagement strategy, you can optimize outcomes and create a more impactful experience for attendees.

6. Put Your Audience First

Above all, the timing of your summit should prioritize the needs and preferences of your audience. While it might be tempting to choose dates and times that work best for your schedule, this approach risks alienating potential attendees. Instead, focus on understanding your audience’s work patterns, personal commitments, and cultural habits to ensure your summit fits seamlessly into their lives. When you prioritize their convenience and accessibility, you create an event that feels tailored, thoughtful, and worth their time.

Choosing the right days for your summit requires careful consideration, but when done well, it can lead to better attendance, higher engagement, and a more successful event. Keep these principles in mind as you plan, and your summit will not only meet your audience’s needs but also deliver a memorable and impactful experience.