Lessons and takeaways from our session at PCMA Convening Leaders
Last week at PCMA Convening Leaders, our own Anne Houghton, VP, Experience Design, and Kate Miller, Business Development Director, teamed up with Marti Winer, Chief of Staff at Drew University, to share their insights into fostering a culture of change in order to create an attendee experience. After surveying the audience using our second screen technology, 90% of session attendees indicated that they were either going through an organizational change, or had been through one within the last year. At the same time, only 50% felt that their organization had been effective at managing that change. Change is constant – yet we are still not good at it!
To that end, the session focused on how the live engagement space can be an incredibly effective channel to facilitate change. Houghton, Miller, and Winer explained their methods for engaging stakeholders during strategic planningto establish a collaborative, creative environment that not only assures an event’s objectives are met, but also that the event drives culture change.
Missed the session? Here are the top three takeaways:
Change is happening – in organizations, in the event industry, and beyond. Brand marketers need to be ready to embrace change. Articulate where the organization is going. Ask and answer the hard questions upfront.
Engaging stakeholders can be tougher than you think. Stakeholders include c-level executives, sponsors, exhibitors, partners, employees, etc. Engage them at all levels, approach messaging and themes from their point of view, and use this to truly align your event strategy with your business goals
Design = emotion. Experience design shines a spotlight on emotional interaction of the entire experience. Not just floor plans or signage, experience design examines the event through the attendee’s perspective and dissects each touchpoint by what we want the attendee to know, feel, and do.
BONUS – Constructive feedback is the building blocks for future events and strategies. Solicit this type of feedback and then actually put changes in place based on what your attendees say.
Want more on embracing change? Check out the Freeman Connections Indexto learn about industry disruptors poised to change the live engagement space.