Light Fires A smattering of takeaways from Elite Retreat participants:
› A conference on diversity hires an actor who performs a one-man show of James Baldwin, the African American gay poet. This addition to the conference becomes the highlight for many in attendance, and electrifies attendees with the message.
› The Economist’s Ideas Conference organizes an Oxford-style debate at its annual conference at the Hass School of Business at the University of California, Berkeley — itself an “innovation” in changing the venue from the familiar hotel ballroom to a more stimulating environment.
› Ask what percent of your conference experience is in the category “things we’ve not tried before.” Ask what aspects of your conference are working so well that you would never think of getting rid of them.
› Hold brainstorming activities with committees or staff in a space that allows for creativity — a hospitality suite, someone’s home, or a museum — rather than in a traditional education room. Cover tables with butcher paper and have people write their ideas down and share.
› Music and art can help create an immersive conference experience that grabs attention and enhances retention. Consider hiring a music planner to help score your conference.
› Smaller, segmented meetings are more resistant to economic downturns because they are focused on information and networking that such targeted groups can’t afford to miss. Larger, more general- focused meetings are more subject to cost- containment pressure. Future conferences will segment and serve to the max.
› So many conference organizers have gotten so good at putting out fires that they’ve forgotten how to light them. To truly inspire and engage others, the design process must be more immersion, a combination of sensory overload and sensory deprivation with scattered outbreaks of constructive feedback and strategic focus.
› Build in more social networking with longer breaks; mix-and-match icebreakers; spot-me badges that identify attendees with similar needs/interests; sponsored events that mix vendors, existing clients, and new prospects;
conversation areas in exhibits; and slideshows with conference pictures.
› In a world in sensory overload, sell the need before you sell your conference program. Like movie trailers, provide a picture of the threats, emerging unexpected trends, and short segments from speakers
previewing fears and opportunities. Let them know they can’t afford to miss what will be provided.
› Spouse and family programs consistently increase attendee loyalty. Provide programming that serves their interests.