Events must be stimulating not soporific

Mirage Events has considered ways in which organisers can breathe life into their events, adding light and shade, interest and variety while still keeping on track.

Event managers recognise the challenge: throughout the year there will be several events where vital information is communicated.

It may be a product launch to partners and distributors.

It may be an internal conference to communicate corporate strategy.

Or it could be a kick-off meeting to review the past year and motivate and build the team.

What all these events have in common is the need to engage with the audience: to be stimulating, not soporific.

Just as with any other communication, organisers must define objectives and Messages, consider how the event will be measured and then decide the most appropriate method of communication.

Executives have a variety of media through which they can communicate - it may be that the information does not merit a face-to-face meeting, in which case a general announcement, e-mailed video broadcast or printed newsletter would be sufficient.

However, corporate changes of direction, business plans, team-build initiatives or product launches are often so complex and important that only a symbolically significant event, such as a conference, will suffice.

In these circumstances it is doubly important that the event is memorable, communicates effectively, shows a wise use of budget and reflects the nature of the communication.

Companies should also consider who will run the event.

Do you have the time, authority, resources and expertise to manage events in-house?
If not, and you feel the need for creative and fresh ideas then consider hiring professional help from an event management or production agency.

Finally, set a realistic budget.

Getting content right is frequently fraught with political difficulties as managers vie for the most visible slots.

Sometimes those with corporate authority are not the best message ambassadors and don't have anything pertinent to include.

Using a professional third party will often diffuse and manage potentially damaging conflicts of interest.

Organisers should consider the following factors: Does the presentation add value and meet the objectives of the event?
If not, don't include it.

Don't be talked into including presenters because of their seniority.

If for political reasons they have to be included, look at deploying them elsewhere.

For example, would they make a good facilitator or after-dinner speaker, or could they participate in a question-and-answer session or interview, or run a workshop?
Offer the support of a scriptwriter to align each presentation to the theme.

Depending on the skill of the presenter and the content, it could range from a verbatim script to a simple outline.

Insist presentations are concise and punchy and provide realistic deadlines for submission.

That way you can ensure they focus on the key messages while leaving you time for any necessary tweaks.

Insist that presenters attend rehearsals.

Having established that the content is pertinent, engaging, focused and meets your communication objectives, the next step is to concentrate on the programme.

How do you prevent it becoming predictable and monotonous?
How do you ensure your delegates feel motivated, informed and that their time has been well spent?
First, don't fall into the trap of trying to cram too many back-to-back presentations into each session.

People can only absorb a certain amount of material before suffering information overload.

Consider taking delegates out of the conference room for their presentations.

Fresh and different surroundings will lead to far greater information retention.

Ensure the running order tells a consistent story, built around recurrent themes.

Look at how the day is balanced in terms of presentations, breakouts, entertainment and heaviness/lightness of content.

Provide regular refreshment breaks so delegates have time to relax and absorb the information.

Consider a professional facilitator - these can be worth their weight in gold as they will provide interest, impartiality and authority while maintaining focus and direction.

Similarly, provide plenty of opportunity for networking as this is often cited as one of the key benefits of face-to-face communication.

Look at how you can creatively support each presentation (video, acts, celebrities, music, graphics, and so on).

Where appropriate, look at involving the audience.

You cannot win hearts and minds without engaging people - and you cannot engage if communication is all one-way.

If you are considering team-building, ensure it is appropriate for the audience and adds further value to your communication.

Allow plenty of time for questions and answers.

If your delegates are reticent, have some questions the facilitator can pose, or consider using interactive technology, question-and-answer boards or group discussions to get thoughts flowing.

If your audience has different communication requirements look at how workshops and breakout sessions can be utilised.

Don't forget the social side of a conference, which rewards delegates and provides that all-important opportunity for networking.

Whether we're talking a gala evening, a dinner in a restaurant, a party or an evening at a sporting event, treat entertainment as an integral part of your communication.

Conferences are used to communicate vitally important messages to staff, partners and clients.

All too often poor planning, misuse of budget or too frequent repetition of a past idea results in a failure to engage and excite.

To achieve a balanced production that flows professionally and smoothly yet maintains momentum and gives a sense of anticipation calls for considerable skill, creativity and authority.

While some organisations have many of these skills in house, investing in the right production agency can strengthen the team, diffuse politically difficult situations and provide a wealth of ideas that can mean the difference between money invested wisely and false economy.

Back to top