I understand your world. I have sat on your side of the desk many times organizing conferences and educational sessions for associations and clients. However, I spend most of my time as a team-building and training facilitator and speaker.
When I am on the other side of the desk, there are so many things that I see that could improve the effectiveness of your conferences. Quite frankly, there are a number of things you do that bug me. There are so many questions I’ve wanted to ask you and suggestions I’ve wanted to share for a very long time. So, today is the day.
Why isn’t conference content more relevant?
Malcolm Knowles, the father of adult learning (andragogy), highlighted that
Adults are most interested in learning subjects that have immediate relevance and impact to their job or personal life.”
This was true when he wrote it and it is true today.
So why do you pay top dollar for a speaker or a celebrity who is a “name” to go on and on about some exotic adventure he had in Tibet or scaling Mount Everest? Who cares? This may be entertaining to a handful of participants, but it’s totally irrelevant and does not help participants grapple with the challenges they face in the real world.
Alternative: Save the adventure speakers for conferences related to adventure tourism, outdoor enthusiasts and thrill seekers. Select speakers who have content and experiences to share that are relevant to participants. Even if a speaker’s bureau is providing speakers pro bono for exposure, ensure that you select speakers who have relevant content to share. Otherwise, it’s not a match.
Why do you think that changing speakers every 20 minutes makes conference content more interactive?
It doesn’t. Yes you’ve caught on to the fact that attention spans are short. Whether one speaker presents for an hour or you parade a new “talking head” in front of participants every 20 minutes, it’s still boring. Participants are still in a passive mode and they will still go to sleep.
For speakers, a 20-minute time slot means that we can never cover anything in depth. It’s frustrating for both the speaker and participants.
Alternative: Allocate longer time slots for speakers and breakout sessions. Ask them to present in 20-minute time slots and then break them up with a quick energizer, meaningful exercise to help participants apply what they are learning to their day-to-day challenges, and a debriefing. If a speaker is not comfortable using energizers or facilitating debriefs, pair up (or “tag team”) speakers and facilitators. Ninety minutes will go by quickly in this format and speakers will have the opportunity to cover content in a lot more depth.
Here are some suggestions that really work to make sessions interactive:
Session previews can be very effective. Give speakers and facilitators an opportunity to present a 10-minute segment of their content during the first general session. Break these presentations up with quick energizers. Ask participants to stand and stretch and then guide them through a quick energizer.
When the presentations are finished, provide participants with the opportunity to select the breakout sessions that they find most relevant.
Why do you still insist on using theatre style seating?
Theater-style seating kills engagement and gives facilitators and speakers few options other than to deliver a boring presentation…while participants go to sleep.
When participants enter a room configured in rows, they immediately go into passive mode. They expect a lecture. It’s tough for speakers to wake them up. It is also awkward for participants to interact with each other when they are seated in rows so exercises seem forced, contrived and unnatural.
Alternative: Experiment with round tables (arrange seats around half of the table), rectangular tables and U-shaped configurations (with empty seats inside the U for exercises). Arranging round tables in a semi-circle with a central table for demos and forum role-play also works.
Why are conference rooms so drab?
Dull colors and dim lighting are the perfect environment for a nap, not a learning experience.
Alternative: It doesn’t take much to add a touch of pizzazz to a conference room. Most hotels and meeting venues can provide colored tablecloths for the same price as white ones. Use a variety of colors and stimulate the senses. Event planners are used to tablescapes for dinners and banquets. Apply the same principles to participant tables for conferences.
Even if budgets are low, providing Mr. Sketch scented markers, florescent Post-It notes, tactile energizers (e.g. Slinkys, stress balls, small wooden hand massagers, LEGOs) and colorful pens is a low-cost way to add pops of color and sense to any meeting room. Posters with vivid images that underscore key learning points are also very helpful. This brings me to my next question.
Why do you allow no transition or set-up time between breakout sessions?
When sessions are scheduled back to back, even well-motivated facilitators have little opportunity to put out learning aids, props, energizers or peripherals. When participants are entering the room at the same time facilitators are setting up, it creates the impression that they are disorganized. Credibility takes a big hit.
Alternative: Schedule breakout sessions that require set-up as the first session of the day or immediately after lunch. Schedule a break and networking opportunity between each breakout session. (Participants often complain that conference agendas are too packed and there is little opportunity to network so they will thank you.) Make sure that you have plenty of volunteers on hand to assist with set-up. Give facilitators an opportunity to brief the volunteers in advance.
Why do you leave AV to chance?
Speakers, facilitators and conference organizers have one chance to get it right. A mic that gives feedback and a projector that malfunctions eats up the already limited time.
Alternative: Provide a technician for each break-out room. It doesn’t add that much to your costs and smooth technical logistics can make or break a conference.
Why allow speakers and sessions to run overtime?
This is a great disservice to speakers and facilitators who come later in the program. It also frustrates participants who find that, later in the day, timeframes are compressed and content is covered at a breakneck pace.
Alternative: Schedule a buffer after each session. (Don’t list it on the agenda or announce it to speakers. Just list the whole envelope of time as a networking break.) Your agenda would look something like this.
8:30 General Session
10:00 Buffer and Networking Break
10:30 Breakout Session
12:00 Lunch
1:00 Breakout Session
2:30 Buffer and Networking Break
3:00 Breakout Session – General Session on the last day.
P.P.S. The following resources are highly recommended for meeting and conference planners. They will provide insight into the key ingredients for creating interactive learning experiences.
Usually, I sit on your side of the desk so I’ve been hesitant to write this letter. But I’ve been attending a lot of conferences and trade shows—and taking notes.
When I attend a conference or event, it usually goes well. At times, it’s a wake-up call and a reminder of what to avoid. If you really want to make sure that participants never return to one of your events, here is what to do.
Travel
Always book the cheapest airfare
Wrong: After all, hosted buyers are grateful that their airfare covered. So, they won’t mind if the route is convoluted and they have to stay overnight on the way to or from your event.
Right: Be mindful of budget but remember to make travel arrangements that ensure that participants arrive well rested and not frazzled.
Logistics
Arrive two hours late and don’t be in a rush to fix hiccups
Wrong: You have more important things to do and the participants will wait.
Right: Logistical challenges are inevitable but always make sure that you are at the venue early and that there is enough staffing to resolve any issues.
Programming
Pack the agenda
Wrong: You have a captive audience so why would you leave any white space for participants to rest, grab a snack or, heaven forbid, nap before dinner.
Right: Plan an agenda that balances time for educational content, visits to exhibitors, meals and rest.
Venue selection
Select a reception venue that’s an hour away from the hotel or conference venue
Right: Ensure that the venue for receptions, dinners and special events is in close proximity to the conference venue and hotel.
Don’t provide seating for most of the attendees
Wrong: It doesn’t matter if people are blocking the screen and the platform.
Right: The venue should be comfortable enough to accommodate the size of your group.
Audiovisual
Wrong: Be sure that the sound is muffled. Participants will find a way to hear the presenters.
Wrong: Only have one screen and place it in the corner of the room
Right: Test, test, and test the AV. Have back-up equipment on hand and technician to monitor and troubleshoot if there are any AV glitches. Again, if participants can’t see what you’re projecting, they’ll just tune you out.
Catering
Collect information about allergies and food sensitivities and never use it
Wrong: They’ll never notice that you’re serving heavy dishes with rich sauces that are packed with carbs and sugar.
Make them wait
Wrong: It doesn’t matter that your event starts at 8 p.m. and participants have not had a bite since lunch. Don’t serve anything other than alcohol and soft drinks until 9:30 p.m. when all of the presentations are over.
Advertise a reception over the dinner hour and only serve tiny hors d’oeuvres
Wrong: Does it really matter if they go home hungry?
Run Out of Food
Wrong: It’s just too challenging to stagger refreshments.
When you do serve more substantial fare for breakfast or lunch, make sure the food is cold
Wrong: Your guests will be grateful enough that the portions are larger so they won’t mind.
Right: Plan a healthy well-balanced menu that takes guest allergies and food sensitivities into account. Serve food at the right temperature and make sure participants don’t have to wait an unreasonable amount of time to dine. When working with a limited budget and it’s impossible to serve dinner, schedule the reception for 6 or 6:30 p.m. and clearly mark on the agenda that “light refreshments will be served.” Indicate “dinner on your own” for 8 p.m.
I wish I could say that these scenarios rarely happen, but I would be lying. Needless to say, I won’t be back.
Yours truly,
Your Conference Attendee
What event planning reminders and wake-up calls have you had when you have gone to a conference, trade show or event as an attendee?
Usually, I sit on your side of the desk so I’ve been hesitant to write this letter. But I’ve been attending a lot of conferences and trade shows—and taking notes.
When I attend a conference or event, it usually goes well. At times, it’s a wake-up call and a reminder of what to avoid. If you really want to make sure that participants never return to one of your events, here is what to do.
Travel
Always book the cheapest airfare
Wrong: After all, hosted buyers are grateful that their airfare covered. So, they won’t mind if the route is convoluted and they have to stay overnight on the way to or from your event.
Right: Be mindful of budget but remember to make travel arrangements that ensure that participants arrive well rested and not frazzled.
Logistics
Arrive two hours late and don’t be in a rush to fix hiccups
Wrong: You have more important things to do and the participants will wait.
Right: Logistical challenges are inevitable but always make sure that you are at the venue early and that there is enough staffing to resolve any issues.
Programming
Pack the agenda
Wrong: You have a captive audience so why would you leave any white space for participants to rest, grab a snack or, heaven forbid, nap before dinner.
Right: Plan an agenda that balances time for educational content, visits to exhibitors, meals and rest.
Venue selection
Select a reception venue that’s an hour away from the hotel or conference venue
Right: Ensure that the venue for receptions, dinners and special events is in close proximity to the conference venue and hotel.
Don’t provide seating for most of the attendees
Wrong: It doesn’t matter if people are blocking the screen and the platform.
Right: The venue should be comfortable enough to accommodate the size of your group.
Audiovisual
Wrong: Be sure that the sound is muffled. Participants will find a way to hear the presenters.
Wrong: Only have one screen and place it in the corner of the room
Right: Test, test, and test the AV. Have back-up equipment on hand and technician to monitor and troubleshoot if there are any AV glitches. Again, if participants can’t see what you’re projecting, they’ll just tune you out.
Catering
Collect information about allergies and food sensitivities and never use it
Wrong: They’ll never notice that you’re serving heavy dishes with rich sauces that are packed with carbs and sugar.
Make them wait
Wrong: It doesn’t matter that your event starts at 8 p.m. and participants have not had a bite since lunch. Don’t serve anything other than alcohol and soft drinks until 9:30 p.m. when all of the presentations are over.
Advertise a reception over the dinner hour and only serve tiny hors d’oeuvres
Wrong: Does it really matter if they go home hungry?
Run Out of Food
Wrong: It’s just too challenging to stagger refreshments.
When you do serve more substantial fare for breakfast or lunch, make sure the food is cold
Wrong: Your guests will be grateful enough that the portions are larger so they won’t mind.
Right: Plan a healthy well-balanced menu that takes guest allergies and food sensitivities into account. Serve food at the right temperature and make sure participants don’t have to wait an unreasonable amount of time to dine. When working with a limited budget and it’s impossible to serve dinner, schedule the reception for 6 or 6:30 p.m. and clearly mark on the agenda that “light refreshments will be served.” Indicate “dinner on your own” for 8 p.m.
I wish I could say that these scenarios rarely happen, but I would be lying. Needless to say, I won’t be back.
Yours truly,
Your Conference Attendee
What event planning reminders and wake-up calls have you had when you have gone to a conference, trade show or event as an attendee?
In Canada, where I am based, now that Thanksgiving and Halloween have passed, Christmas is just around the corner. In the United States, while Christmas shopping season won’t kick into high gear until after Thanksgiving, November is prime festive event season.
This year, why not use some of the technology we’ve been exploring here at Plan Your Meetings for a new twist to traditional seasonal event décor? Virtual reality (VR), drones, GoPro, 3D projection mapping, DVD projections and animations are just a few examples of what’s possible. We’ve combed the globe to inspire you some of the most delightful examples.
Virtual reality
Virtual reality (VR) has grown into even more of a hot trend this year and is slowly making its way into the meeting, conference and event space.
VR viewing booths have come on-steam. As we discovered in a previous story, YPO Edge, powered by Mobileye, demonstrated that it is now possible to have a large group participate in a shared VR experience.
Companies can even incorporate their branding into virtual reality whether it’s live action or animated. Here is a Christmas campaign that Coca-Cola released, initially in Poland and then all around the world using VR.
A similar approach can integrate branding into VR for association and corporate Christmas events.
Drones
Drones capture indoor and outdoor event footage from unique vantage points. This footage can be used as a keepsake video and even edited and played back towards the end of an event to ensure that participants leave on a high note.
Drones can create dazzling light shows to delight audiences of all ages. The following mesmerizing experience was brought to you by Disney, Intel and 300 drones.
Drone light shows have been created with as many as 1,000 drones synchronized in perfect harmony.
GoPro
While drones bring viewers unique angles and perspectives, GoPro footage places them in the center of the action. For example, if an event planner wants to create a winter wonderland theme and give participants in a warm climate the feel of skiing, dog sledding or dashing through the snow in a sleigh, it’s possible with GoPro.
Snow polo anyone?
3D projection mapping
3D projection mapping can be used on any surface including trees, plants, grass, snow, pavement, dining tables and dinner plates. How about adding a touch of fun to a dessert course?
3D projection mapping can bring even the drabbest event venue exteriors to life for a holiday event or the entire festive season.
DVD projections
Even on a tight budget, DVDs, simple projectors and a white screen or sheet at the window can make magic at any event venue.
With musical animations, event planners can amp up Christmas décor without blowing the budget. These items can be placed under Christmas trees, on dining tables (as centerpieces) or on side tables to enhance the ambiance.
Some are snow globes while others are 3D miniature animations of Christmas toys, activities, venues and characters. From nutcrackers and carrousels to toy stores and holiday villages, animations bring music color and excitement to any events.
Strategical placed giant animations can surprise and welcome festive event guests.
Happy decorating–and check out more of my festive ideas for more considerations over the holiday season.
It’s impressive how Montreal has embraced 3D projection mapping technology for content delivery.
3D projection mapping has the power to transform environments and event experiences. With this technology, that uses video projectors to display images and footage on a variety of surfaces and shapes, event professionals can create truly immersive experiences. You can transport participants to gardens, mountains, waterfalls, lakes, the desert and, in fact, any setting you choose.
3D projection mapping has applications that transcend décor, staging, backdrops and entertainment. For example, images can be projected on faces and costumes.
Tablescapes anyone?
In conjunction with Montreal’s 375-year anniversary, there are a number of 3D projection mapping installations that deliver historical content in a compelling and memorable way.
Aura
In Old Montreal, the city’s historical district, Notre-Dame Basilica (where Celine Dion was married) is transformed nightly through Aura, a truly immersive 3D projection mapping experience. Aura is a splendid example of how spaces can come to life through the magic of 3D projection mapping.
Aura is a fresh approach to presenting the history and architecture of Notre-Dame Basilica, one of Montreal’s most iconic buildings.
Expo 67, live
In 1967, during Canada’s Centennial, Montreal hosted the World’s Fair. Terre des Homme was an important experience in Montreal’s history that energized the city and left a number of legacy event venues and outdoor spaces that are still in use today.
To commemorate the 50th anniversary of Expo 67, a concrete esplanade between the buildings of Place des Arts, which was also unveiled in 1967, was transformed through 3D projection mapping. Expo 67 Live created a living time capsule. This electrifying presentation gave Montrealers a chance to re-live Expo 67 and the era in which it took place. It was also an opportunity to share it with generations that were yet unborn when it took place.
Cité Mémoire – Montréal en Histoires
In collaboration with Michel Marc Bouchard, Montreal artists Michel Lemieux and Victor Pilon have created not one, not two but 29 installations as part of Cité Mémoire – Montréal en Histoires. (The experience started with 23 and more have been added as the year has professed.) In a welcome departure from boring presentations about history, giant tableaus spread throughout Old Montreal, trace the history of the city through engaging, urban multi-media experiences.
Video footage is projected on a variety of surfaces including giant screens, buildings, a clock tower, fountains, trees, alley ways and parks. Some of the tableaus are interactive and, as people move through them, the images are transformed.
Take a peek:
Before heading off to Old Montreal, the public is invited to download the app for guidance to the augmented reality that enhances the experience.
The next time you need to transform an event venue or breathe new life into what would otherwise be boring historical or technical information, consider 3D projection mapping.
According to Psychology Today, retail therapy involves shopping with the aim of improving the mood of the buyer. The main benefits of retail therapy include escape, relaxation and rejuvenation.
In my most recent consumer interviews, online shopping is increasingly mentioned as type of mini mental vacation.”—Kit Yarrow Ph.D.
In fact, in a survey that Psychology Today shared, 62 percent of respondents reported going shopping to improve their mood.
If you’ve been an event or meeting planner for a while, sooner or later, you will come across a corporate client that asks you to cut down on content so that participants will have more time “for shopping.” When faced with these requests, it’s important to remember that shopping and learning don’t have to be mutually exclusive. It is possible to deliver content through a well-designed shopping experience.
I was reminded of this during IBTM Latin America when organizers included a tour of luxury retail center El Palacio de Los Palacios in the pre-show tour of Mexico City for hosted buyers. In small groups, the concierge team provided a tour that focused on how the architecture, sculpture and art work that the group had viewed on the city tour was incorporated into the design, décor and displays of the shopping center. For event professionals, it was an opportunity to pick up ideas for décor, tablescapes, color schemes, floral arrangements, lighting, catering and furnishing.
Designing the experience
Shopping experiences can be designed to appeal to all audiences, ages, professions and industries. It’s a matter of changing the focus. Clarify your objectives and the demographics of your group. This will determine the departments for participants to visit. Behind-the-scenes tours can be an opportunity for architects, restaurateurs and professionals specializing in IT, customer services, marketing, logistics and even engineering to uncover best practices.
Shopping experiences during foreign retreats and incentive trips can provide an opportunity to discover emerging technological trends to stay ahead of the curve. If there is a spousal program or if families are invited to join employees on the trip, some groups can visit fashion, tech gadgets, toy and children’s clothing departments. Avoid a cookie-cutter approach and customize the experience.
Here are some ideas for incorporating retail therapy into meetings, conferences and events.
For team building, I have arranged for teams to interview executives from luxury brands to identify best practices and how they could be applied to their own businesses. There was also a mystery shopping challenge for each team. To add the fun factor, photo challenges, trivia and shopping challenges were incorporated into the experience.
Debriefing retail therapy experiences
After the tour in Mexico City, participants were given 90 minutes to relax, shop and spend more time in areas of interest. Some participants walked around in groups. Others grabbed snacks in the café. I took advantage of the opportunity to sit quietly and reflect on the experience. I felt inspired to write this blog post so I spent part of my time blogging. Other approaches to debriefing the experience include the following.
Re-configure the teams and give team members a chance to compare their experiences. If you use this approach, don’t make it too formal. Give the teams the option of sitting and chatting or walking around and sharing what they’ve learned.
Some participants may welcome the opportunity for quiet reflection and recording their experience through journaling or blogging.
Participants can share their experiences informally if you serve afternoon tea or coffee and refreshments at the end of the tour.
Asking participants to document their experience by taking photos and sharing them on Instagram or through a Pinterest Board.
Upon returning to the meeting room, the re-configured or original teams can be given time to develop short presentations or reports to share with the entire group.
A panel interview with a representative from each team can also be used to share highlights from the experience.
Places to go for retail therapy
Any luxury retail center or discount shopping mall can provide an opportunity for groups to learn through retail therapy.
Mexico City: El Placio del Palacios
Paris: Galeries Lafayette
Dubai: Ibn Battuta Mall, Mall of Emirates
Kuala Lumpur, Malaysia: Starhill Gallery
Singapore: Orchard Road, Marina Bay Sands
New York: Saks Fifth Avenue, Tiffany’s, Union Square
Toronto: Yorkville Village, Eaton Centre, Holt Renfrew, Yorkdale Mall
Some establishments even offer structured tours or shopping experiences.
If your meeting or conference is falling into a rut, consider spicing them up with a retail therapy experience.
In the meeting and event industry, there are a couple of standard practices that need to be re-assessed:
requesting proposals with detailed creative briefs and venue suggestions
asking speakers and trainers to work for free “to gain exposure”
These practices lead to a number of abuses yet they are so common that one dare not challenge them without developing a reputation for being “difficult.”
Let’s look at each of these practices and consider some alternatives.
A broken RFP process
For planners, preparing detailed RFPs requires laboring for many hours and sometimes days—this amounts to giving away one’s work for free. The following video highlights the absurdity of this practice.
Often, the organizations that request detailed RFPs, seem to fall of the face of the earth. It’s called “mining proposals” and the proposals are subsequently handed over to an internal employee or an external planner with lower rates for execution.
Speaking for free
We have previously highlighted concerns about asking professionals to speak for free. Experienced speakers and facilitators are invited to speak for free in order to “gain exposure.” (This is particularly absurd when the speaker has decades of experience.) The premise is that this free engagement will lead to future business—but this rarely happens. Conference and meeting participants don’t pay hefty fees in order to scout talent. They expect to receive value.
People don’t just mosey on down to the Lamborghini dealership and see if they will give you a free car as a method of promotion. One would never think of going to an expensive restaurant and asking for a free meal to determine if you want to eat there in the future. (Some venues do give taste tests for weddings or events but this is either for a fee or as part of the menu-selection process after the venue has been booked with a deposit.)
A better approach is to use requests for information (RFI) process. The RFI addresses some key questions that are crucial for decision-making. The goal is to uncover enough information to determine whether or not the event professional would be a good fit for the assignment.
Outline your requirements including preferred dates, group size, goals and objectives and budget.
Describe the group.
Describe what you have tried in the past including what worked well and what you don’t want to repeat.
Ask for brief examples of work on similar assignments or projects.
Request information about:
the length of time the meeting planner or event company has been in business
experience in serving clients in your industry and your area or country
pricing
travel expenses and accommodations required
payment terms and conditions
If the planner has video or photo examples, it’s a good idea to request them.
Once you have identified your preferred vendor, ask for references as a final check.
If you have narrowed your selection down to a couple of vendors, pay a consulting fee and ask for a more detailed proposal or creative brief. This fee will be deductible from the final invoice for the selected vendor.
Alternatives to free speaking
Sometimes budgets are tight and event planners make an argument for asking speakers and facilitators to waive their fees. Consider the following strategies in addition to the options that we previously discussed.
Reduce the length of your meeting or conference and adjust the scope of the agenda accordingly.
Increase the admission price.
Offer something of tangible value to speakers. (e.g. ads, a complimentary trade show booth, distribution of promotional material before or after the conference or meeting).
These strategies should reduce stress for event planners, speakers and facilitators. Have you ever tried any of these strategies? Please weigh in and give your point of view about current industry RFP and speaker engagement practices.
Shopping experiences during foreign retreats and incentive trips can provide an opportunity to discover emerging technological trends to stay ahead of the curve. If there is a spousal program or if families are invited to join employees on the trip, some groups can visit fashion, tech gadgets, toy and children’s clothing departments. Avoid a cookie-cutter approach and customize the experience.
