Funny thing about words and phrases, we typically use them without a second thought of where they originated or who first penned or spoke the words. We’re all familiar with the concept of “pre-planning” but are you familiar with “pro-planning” …?
True confessions, I sorta made up the phrase “pro-planning”. It’s a shortened version of “pro-active planning” which to me is the difference between thinking you might do something and knowing you will do something.
The cornerstone of “pro-planning” is deliberate intentionality, but not deliberate intentionality existing in a vacuum. Pro-planning is successful when it’s done on purpose with an established goal in mind, all based on the gathering of empirical data, F2F conversations, sharing perspectives and experiences with colleagues and attendees and, above all, having an open mind when it comes to candid feedback [whether it’s gushing and glowing, or it stings and hurts].
So where am I going with this?
Those of us who toil in the corporate meetings and events space – whether on the client side or vendor side – are well aware of the importance of collecting feedback from a program for the purpose of making the next program even more successful. But how many of us go to the seashore and collect seashells with all good intentions of doing amazing and creative things with them when we get home, only to discover a year later those same seashells in the same grocery store bag you brought home from the shore a year earlier.
That’s where the word “deliberate” enters the picture. [FYI: The word comes from the Latin deliberare which means “considered carefully”.] Are we truly doing something amazing and creative with the input/feedback we gather – considering it carefully when beginning the planning/design/budgeting phase of a meeting or event? Or do we discover this input and feedback in a well-intended but unused file somewhere a year later when it’s too late?
Anticipating and fully understanding your audience’s specific event expectations is crucial for ensuring a successful and engaging experience. Some of the tips below will be reminders, some you’ll be familiar with but haven’t yet acted upon, and others will be all-new, fresh ideas that can turbo-charge your upcoming meeting and event experience.
PRO-PLANNING Phase 1 [Pre-Event]
- Anticipate Questions and Concerns – Begin by putting yourself in the seat of an audience member and think about the questions and/or concerns they might have. Gather and notate these. But that’s not enough. Read on …
- For goodness sakes, do the obvious! – Carefully research and understand your audience by reaching out to them in advance, being mindful of the fact that, yes, there are common, overlapping expectations and learning priorities but each attendee also brings with them their own needs. Do everything you can to incorporate their input and stated desires into content, sessions, activities, etc. Know your audience’s age range and experience, including median age and years in the industry; gender breakdown; learning styles, etc. Be thorough in your research because the time and effort you put in up-front will make a world of difference on the back-end. Added bonus: Providing them the opportunity to offer you their personal perspectives will make invitees feel invested in the success of the upcoming program.
- Pre-Program Surveys and Polls – Send surveys or polls to invitees in advance of your event, and early enough in the planning cycle to be able to utilize the best-of-the-best input. Ask invitees about their personal expectations of the event, topics of interest, preferred session formats [i.e., large group, breakout, interactive, etc.], and encourage them to ask any questions – then follow up ASAP with responses. Use this feedback to design and shape your event content accordingly.
- Interactive Event Apps – Yes, they’ve been around for 15-20 years but have you checked out the robust features of today’s customized event apps versus the clunky earlier versions we thought at the time were revolutionary? Today’s event apps allow attendees to create highly detailed profiles, detail their personal interests and expectations of the program, and the ability to personalize their schedules. Other app features include live audience polling, interactive and live Q&A sessions, and networking opportunities based on attendee profiles. You can leverage these feature before, during, and after the event.
- “Just for Me” Content Tracks – When designing your program, seek to minimize your cattle-herding general sessions and spend only as much time in the Grand Ballroom as you truly need. Attendees tend to engage more [and glean more from] sessions that are less formal, include back-and-forth exchanges, the ability to collaborate in teams, and the chance to learn in hands-on fashion. A variety of pick-and-choose content tracks or sessions that cater to specific interests or knowledge needs [identified through pre-event attendee profiles or registration data] ensures each attendee is exposed to personally relevant content throughout the event.
- Build in Outta-Nowhere WOW! Moments – Incorporate unexpected elements or bring surprise guests onstage who are relevant and appeal to your audience. This will help to create memorable experiences and exceed attendee expectations.
PRO-PLANNING Phase 2 [Event / Post-Event]
- AI, VR, AR … Alphabet Soup! – To the extent you can since it’s still a new frontier we’re all exploring, incorporate Artificial Intelligence, as well as Virtual Reality and/or Augmented Reality. VR or AR experiences can simulate real-life scenarios related to your event theme. This tends to enhance engagement and provide attendees with immersive learning opportunities aligned with their specific interests. Also, leveraging AI can help you save time on some of the more mundane tasks but always be sure to double- and triple-check accuracy, balance and completeness of any content sourced from AI.
- Further, in Keeping with Today’s Technology … – Encourage attendees to participate actively on social media platforms using event-specific hashtags. Display live social media feeds or host real-time Q&A sessions where speakers or panelists address questions directly from social media. Also, incorporate gamification elements such as challenges, quizzes, or scavenger hunts related to event content. Offer rewards or recognition for participation and achievements, which motivates attendees to engage more actively and deeply with the event.
- Adapt Presenters’ Communication Style – Encourage your presenters to adapt and align their communication style/delivery to match the stated learning preferences and personality makeup of your audience. This includes tone, level of formality, use of technical jargon or simplified language, attire, etc.
- “Just the facts, please, just the facts.” – Curate and organize your content in a logical fashion and present it clearly and succinctly. Avoid unnecessary details and focus on delivering key messages effectively. Prioritize the have-to-know messaging and leave the nice-to-know stuff for another occasion. Encourage your presenters to engage with the audience and to ask for on-the-fly feedback with on-the-spot responses.
- Extend the Memorable Event Experience – After the event, send timely personalized follow-up emails or communications based on attendee interactions and preferences during the event. Provide additional resources, recordings of sessions, or exclusive content that aligns with their interests. Also, provide requested follow-up and support. This demonstrates your commitment to their satisfaction and success.
- Post-Event Data-Gathering – Implement a structured feedback mechanism immediately after the event to gather fresh and specific insights as to what worked well and areas for improvement in the future. Then remember to break out this treasure trove of information on Day 1 of the planning cycle for next year’s event. Be a pro-planner!
By being deliberate and intentional, you will have anticipated, researched and designed your meeting or event to best meet the general and specific needs of your audience members. This enhances the meeting and event experience, builds credibility, increases the effective ROI of your program, and helps positively impact your bottom-line.
Cheers,
Kenneth Jones
