IF YOU THINK WEATHER IS FICKLE AND CAN CHANGE ON A WHIM, have you checked out corporate meetings and events lately?
The typical meeting of yesteryear – or yesterday, for that matter – is drastically different from the way meetings and events are designed and produced today. And no doubt, they’ll continue to evolve and become richer and more engaging as time marches on. Gone are the days of a presenter simply droning on at a podium while 300 sets of eyes glaze over.
Some recent trends were born of necessity during the pandemic era while others are due to changing societal norms, geo-political tensions, and the astonishing, warp-speed evolution of technology. Some you no doubt are aware of, and others have sprouted more recently. For instance, you may be wrestling with how best to leverage tools like Artificial Intelligence [AI] and Customer Relationship Management [CRM].
Here are 10 things I’ve noticed [and that dynami keeps in mind when we’re designing and producing events] in the never-ending quest to ensure key messaging 100% resonates with audiences.
Leveraging Rich Data for Customization
Gathering and analyzing data such as attendee preferences, session sign-ups, and even past behaviors, allows planners to tailor experiences that fit the individual like a pair of favorite jeans. Benefits include personalized agendas, relevant session suggestions, even dietary-friendly meal options. AI-powered apps and CRM integrations are great enablers, and can go a long way towards attendee satisfaction with the event experience and improving event ROI. Data allows you to treat attendees as individuals, not a faceless member of a larger group.
It’s very wise to poll your invitees in advance of an event to gather key input and feedback on pressing priorities, allowing you to build an agenda based on their needs and expectations. Post-event surveys are also helpful as you work to improve and refine future meetings.
AI-Driven Customization and Personalization
Increasingly, planners and their clients are discovering ways to hyper-personalize events – even those with hundreds in the audience – with AI. Content can be tailored to the group at-large while also being custom-tailored to the individual. By analyzing attendee preferences sourced from pre-event questionnaires, post-event surveys, and sheer observation of human behavior, AI can be used to suggest session topics and length, mine relevant peer-to-peer networking connections, or even recommend timing and duration of breaks based on individual preferences.
AI Chatbots
AI chatbots [in plain speak, a computer program driven by AI such as ChatGPT] have moved well beyond basic support as in past years and can now capture key messaging, action steps, discussion points, etc. Chatbots can also suggest personalized concierge services for event attendees. These bots can assist with personalized recommendations, session scheduling and flow, GPS-driven venue navigation, and support based on an attendee’s personal preferences and needs. Further, AI chatbots can handle unlimited inquiries simultaneously which can free up time for onsite staff to focus on priority tasks.
If you’d like to experience a chatbot, check out otter.ai. Scroll down and click on the 2.5-minute demo video and, if intrigued by the possibilities, use the scheduling tool for a demo customized to your specific needs. Click: www.otter.ai/demo
On-Demand Content
On-demand content is becoming the norm, not just a bonus. After all, those folks attending your meeting or event are accustomed at home to selecting whatever movie they want to see via various streaming services and can choose from hundreds of listening channels via satellite radio. Why shouldn’t they be able to pick and choose the content they need and desire?
On-demand availability allows attendees [in-person or back home] to access event content when it’s most convenient. This includes viewing recorded sessions, downloading tools and resources, or revisiting key moments to refresh or reinforce key messaging. On-demand access not only keeps people engaged, it allows them to share content, extending impact long after an event has adjourned.
Rich Storytelling
According to research conducted by EventTrack, 72% of people recall events more vividly when they’re immersed in an experience, not just lectured to. Through experiential storytelling, event planners are able to cultivate deeper emotional connections with their audience, ensuring content is not just heard, but felt and remembered. It’s the difference between talking about fishing and the experience of landing your first catch. Which would you remember best?
Effective storytelling goes beyond mere words. Attendees want to be part of the narrative which is made possible through effective applications of Augmented Reality [AR], Virtual Reality [VR], or even interactive live sessions that engage attendees in a way that feels real and impactful.
Unique Venues/Environments
For a variety of reasons, planners today are looking beyond traditional locations and looking for unconventional venues offering a unique experience while also treating your budget in a more friendly manner. Other factors include a desire to offer a truly memorable experience, embracing the local culture, saving money, or steering clear of large cities known for criminal activity.
Outdoor spaces and converted industrial buildings are always refreshing versus the often stale, 72-degree, climate-controlled ballroom with the swirly pattern in the carpet. More often, planners are choosing offshore options for meetings and events in search of a unique and exclusive atmosphere while still achieving specific goals and objectives.
Food & Beverage Innovation
F&B planning has been shifting toward sustainability and healthier choices for several years and will continue to do so. Attendees have come to expect more plant-based, locally sourced options, as well as themed menus reflecting the event’s purpose. With sustainability a top priority, zero-waste catering and eco-friendly packaging have been mainstreamed. Planning, designing and executing meetings these days goes beyond business strategies with more and more emphasis on dietary preferences and aligning with today’s attitudes towards social responsibility, creativity and expectations of innovation.
Mental Health Breakouts
Mental health challenges are more prevalent and more openly discussed than ever. Studies indicate 1 in 5 adults experience some sort of mental illness or duress in a given year. Offering “mental health sessions” creates a safe environment where people can explore and learn about tools and resources to manage their well-being. Mental health breakout sessions provide a “safe space” to discuss stress, coping strategies, and helps to engender emotional resilience. Tending to the tender side of matters also fosters trust between attendees. After all, everyone wants to know someone genuinely cares about them.
Closing Thoughts
You may already be incorporating some or all of these but, as meetings and events continue to evolve, it’s critically important to stay current on M&E innovations. But be sure to “test drive” new approaches on a smaller scale before implementing at, say, a National Sales Meeting. An internal meeting or smaller, regional meeting would be a great place to start.
“The times they are a’changing”. Be sure you’re keeping up.
Cheers,
Kenneth Jones
