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Hear from the Experts: Tips to Help Ensure Success of Your Next Event
Here at WorkTrip, we are committed to not only making your life and work easier, but also to making you and your events more successful. In an ideal world, each of us would have mentors, advisors and other experienced experts to learn from and turn to on a daily basis, but that is not always realistic. Fortunately for you, through our Next Level blog series, we bring those experts, along with all of their valuable insights and advice, directly to your doorstep (or more accurately, your screen).
Here, we have compiled some of the best advice from our Next Level experts. Read on for expert advice and valuable insights to help you elevate your events and your career, to the Next Level!
Starting with Strategy
When it comes to helping event and meeting professionals elevate their conversations, their careers and their events to a more strategic level, Jessie States, is THE expert. She is the Director of the MPI Academy for Meeting Professionals International, where she leads and advances MPI's professional development strategy.
"The bottom line is that you can't design a successful experience unless you know what that experience is designed to accomplish. And, you can't make great decisions unless you know what kind of success your organization or clients are looking for. So, it is necessary to have the right conversations with leaders, executives and/or business owners to clearly understand what they want to accomplish, including what kind of behavior change they seek with their meeting or event attendees."
"Once you know that, you can make the decision to say no to some things and yes to other things. You are then in a much better position to make decisions about time, money and other resources. All of those can be filtered through one question - "what is our meeting designed to accomplish?" We have to find a way to make time for this particular conversation, even if that seems difficult to do. It empowers us to set better priorities, make better decisions and design better experiences."
See more great advice from Jessie at www.worktrip.com/posts/strategic-role.
Designing Events with Success in Mind
Kevin Polonofsky is the Principal and Creative Director at REVERED, an agency dedicated to helping brands, businesses, and institutions create impact with evidence-based design. He encourages event planners to step away from what they have always done, and think outside their 10 x 10 box to design something that helps them rise above the rest.
"Getting someone to your booth doesn't start at the booth itself. Remember that your most important point should be seen 30 feet away, and your logo may not be the most important thing to see. Think about using other images or messages to reach people and lure them into your booth."
"I encourage everyone to follow the CRAP principles from The Non-Designer's Design Book by Robin Williams (not that Robin Williams). Everyone should take these principles and apply them to events. CRAP stands for Contrast, Repetition, Alignment and Proximity."
Learn more from Kevin at www.worktrip.com/posts/nextleveldesign.
Getting The Buy-In You Need
Events don't happen in a vacuum. The success of any event typically relies on collaboration and support from others, but that is often easier said than done.
Paige Mullis leads Glen Raven's Innovation and Advanced Projects and is the brainchild behind the company's amazing Innovation Summit. When it comes to getting buy-in from others, she offers some helpful suggestions.
"As the leader of any group, it is up to you to get the other team members to see and understand your vision. It helps to paint a visual of what that looks like. Explain why you are passionate about your vision and why it's important to move it forward. Remember that other people are focused on other things, so we can't presume they know or understand what we are talking about. We are big on creating visual concepts to bring those visions to life, including story boards, style boards, CAD renderings, quick sketches, etc."
"It's also important to create engagement, by asking others for their ideas, and making them feel like they are a valued part of that conversation."
Hear more from Paige at www.worktrip.com/posts/elevating_events_innovation_creativity_strategy.
Making Your Event An Experience To Remember
More and more brands are using experiential concepts and tactics to create brand engagement, particularly at events. To learn more, we consulted Adam Suellentrop, Vice President at FIRST Global Events Agency where he drives creative strategy and experiential work for clients like Verizon, Mastercard, Facebook, and Google.
"First, I think it's important to not be afraid of the word experiential. While the whole concept of experiential events might have become especially popular in the past five years or so, most of us have been doing it all along. As an event planner, you are always creating some kind of experience for your attendees. Experiential events are just a derivative of that."
"At the same time, the way we are framing it now, it can be seen as an opportunity to challenge ourselves to break out of what is expected. That may seem hard to do, since people are so overwhelmed now and we feel like people have already seen everything. Basically, the term experiential has really become code for making things memorable, more visceral and more engaging. At its core, experiential is about breaking through the expected, connecting to emotions and staying lodged in the memory of your consumers/attendees in a new way. That sometimes means you have to be a little more provocative, to elicit a new kind of action or interaction."
"No matter who your audience is, you can no longer just sit them in a meeting room or ballroom and feed them content. As event planners, it is our job to shape relationships between audiences and brands. We have to find a way to break through, resonate and feel relevant."
Get more of Adam's amazing insights at www.worktrip.com/posts/experiential-events.
WorkTrip was created to lessen the pains associated with planning, executing and traveling to trade shows, meetings and events; and very importantly, to free you up to focus on what really matters. Let us know what else we can do to help.
If you would like to learn more about how other event planners are using WorkTrip, check out our case studies at www.worktrip.com/posts/tag/case-studies. To learn more about what WorkTrip has to offer, visit www.worktrip.com/features.
Heather Haigler's career in corporate events put her on a mission to create WorkTrip and make planners lives easier and businesses more efficient.
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