Conferences Need More Chaos

Conferences Need More Chaos!

What would you rather? Watch a panel read from a script. OR, wander through a buzzing space with DJs, comedians, and… Louis Theroux?

Exactly.

You might be thinking, “I thought this blog was about conferences,” and yes, BOTH scenarios above are describing precisely that. Just with different vibes.

The best conferences don’t feel like conferences at all. They’re alive. They’re immersive, unpredictable, and intentionally chaotic in all the right ways. As audiences are evolving and leaning more into experience-based events, conference formats should too. The old-school playbook doesn’t cut the mustard anymore.

Engagement isn’t a given, it’s a design choice

Just because people show up, doesn’t mean they’re truly there. Audience engagement isn’t baked into your ticket price. It’s earned.

And this isn’t just us riffing… 78% of event marketers say that audience engagement is their number one KPI. But the problem is expectations are getting higher, and measuring success is getting harder.

So how do you keep people fully immersed in a conference setting and not just scrolling through Slack in the back row?

You shake things up.

Chaos creates connection

We’re not talking full-throttle mayhem. Or mess. We’re talking creative chaos. ‘Chaos’ that gets people talking and moving.

Us humans are hardwired to notice novelty. Unpredictability keeps us alert and curious. A study published in Nature Communications shows that surprise activates the brain’s reward system, boosting memory and emotional impact. In other words: surprise your audience, and they’re more likely to remember you.

In conference terms, that could mean swapping a traditional keynote for an interactive debate. Letting the audience ask the spicy questions. Designing spaces that people actually want to explore. Making room for moments that feel unplanned, even if they’re orchestrated.

What chaos actually looks like IRL

We’re not talking about tearing up the agenda. We're talking about breaking the monotony. Here’s how we’ve done it:

-Bring in unexpected hosts and speakers – Comedians like Katherine Ryan shift the tone and hold attention, as well as our string of surprise speakers including Louis Theroux, Steven Bartlett and in our most recent conference, Hollywood actress, Rebel Wilson

- Use gamification to guide movement – At From: Here, To: There in London and Sydney, attendees explored areas, won prizes and met experts through a bespoke app

- Show innovation – Ameca the AI Robot (yes, a real robot) was the centre of a keynote

- Design for roaming – Create multiple zones, themed spaces, and just get bums off seats!

- Offer services, not just sessions – “MOTs” with Mailchimp experts created practical, face-to-face value for guests

- Surprise the senses – At FWD: Sydney, a “Scent to Inbox” scent bar offered a literal breath of fresh air. The space itself was packed with fresh flowers, creative staging, a bookshop, networking zones and a central floral art installation

- Entertainment beyond the stage – Live music, custom bookshops, DJs curating the vibe, and marketing icons like Neil Patel leading the charge.

Attendees today seek more than just information; they desire unique, personalised, and high-energy experiences. Recognising this, our recent Mailchimp conferences offered bespoke customer journeys tailored to attendee status, be it existing users or prospective clients, ensuring relevance and engagement at every touchpoint.

Talent makes it or breaks it

You can’t fake energy. And you can’t rely on speakers alone to carry a day-long experience.

Conferences are just as much about connection as they are content. Sure, industry leaders have their place, but so do comedians, DJs, and even firebreathers. It's this blend of thought leadership and entertainment that transforms an event into an experience.​
We've seen firsthand how diverse talent can electrify a room. It's not about being flashy for the sake of it; it's about recognising that although you’re hosting a ‘corporate’ event, your attendees are humans, who like to be entertained.

By integrating a mix of speakers and performers, you cater to both the intellect and the imagination.​

So, what now?

Conferences don’t need to be an admin exercise. They’re can be culture-making moments. And culture, by definition, is messy, layered, and alive.

Let’s build events that mirror that. More personality. Less polish. More play. Less passive. Let's embrace the chaos, because in chaos, people connect, remember, and come back for more.