We’ve all been there: the company meeting/conference/training session that bored us to tears. We’ve listened to the "talking heads" drone on. Perhaps we were taking notes; perhaps we were making our grocery lists. The bottom line is, we didn’t get a lot out of it. That adds up to untold wasted attendee, planner and participant hours, and most importantly, translates into wasted dollars. These days more than ever, it’s critical to maximize the investment in corporate events, and it takes just a little more creative effort to plan a compelling, goal-hitting event than it does to plan a ho-hum one.
When we plan events for our clients we follow certain fundamental rules, and are really sticklers about these three:
* Identify up to three key messages – and no more – and do not stray from them. Too much information can prevent the event from attaining its overall goal. Insert the key messages into all event components and find creative ways to repeat them often for reinforcement. Develop and distribute supporting materials such as invitations, e-mail promotions and brochures that reinforce the key messages.
* Involve the attendees in at least some components of the program. Whether through team-based activities or individual exercises, some degree of participation is key to getting the messages across.
* Be strategic in scheduling the event. Factor in attendees’ travel schedules, other appointments, conflicting events, holidays and workloads. Keep in mind people can become antsy toward the end of the day when travel is looming; conversely, first thing in the morning can be difficult for out-of-town attendees who are arriving the night before. And consider what else is on attendees’ schedules – too many events crammed into a short window of time can reduce effectiveness.
So you’ve identified your messages, decided to create something participatory and planned a format most appropriate to your group’s logistical, organizational and personal needs. How do you pack that all-important punch into the content to make sure that all eyes and ears are focused on your messages? Here’s where creativity is key.
In our experience, it’s critical to get the attendees active and involved. The degree of involvement can vary, but some level or participation is necessary to keep them engaged. Here are a few examples from our recent past:
* A client’s goal was to ensure that its user group conference attendees left with a clear understanding of the company’s commitment to the concept of partnership. We created a session during which all participants-hosts and guests alike were divided into small improvisational comedy troops. The goal was to develop and act out their own versions of the company’s partnership approach to business. With prompts from professional actors, "troop" members had to rely on one another to create the "script." This interactive and lighthearted session allowed attendees to express their ideas openly, while enjoying themselves and achieving the overall goal. When attendees are engaged and involved in the creative process, they are more likely to retain the partnership messages.
* Another example took place last fall. Corporate executives wanted to achieve three goals: break down departmental "walls," thank employees for their efforts during a particularly busy quarter, and underscore the company’s mission to inspire creativity. The event that inspired employees to realize those goals? The Macy’s Thanksgiving Day Parade. No, the company didn’t fly all of its employees to New York during the holiday. Instead, we created an internal company version of the event. Breaking the employees into pairs (and choosing pairs that typically did not interact with one another on a daily basis), we then provided a range of crafts supplies, a helium tank and balloons, and an assortment of refreshments to fuel their creativity. Teams had an hour to create their own "floats," which, when all was said and done, paraded throughout the office. To add a touch of parade realism (and taking a page from Katie Couric and Matt Lauer), executives videotaped "behind the scenes" moments of the attendees assembling their creations. Finally, employees were treated to a Thanksgiving-style dinner with all the fixings, and were entertained by the hastily produced parade "documentary."
* When TV’s "Survivor" first hit the airwaves, our planners quickly incorporated the immediately popular theme into a company’s sales training seminar. The goal was to embed sales messages in the attendees’ minds, and teach them new techniques for communicating those messages. During the training, sales reps endured physical challenges (such as a Hula Hoop competition and hopscotch tournament) interspersed with mental challenges (such as a memory game and puzzle assembly). Each challenge incorporated key training messages; in order to become a "Survivor," participants were required to retain these messages. The perfect balance was achieved: attendees enjoyed the meeting while learning new tactics that helped them exceed previous sales. (And "Survivor" probably got a few more viewers.)
Keep in mind, events must reflect a company’s culture. A technology company’s sales force may be open to competing "Survivor"-style; that might not work at a board of directors meeting, and would not work at a black tie philanthropic event. It takes careful planning to ensure the proper mix of lightheartedness and business focus. The true measure of success is determining whether the goals were achieved. The icing on the cake is achieving those goals while putting a smile on everyone’s face – the perfect combination of productivity and entertainment.
Emily Farber is a director at The Castle Group, a Boston-based public relations and events management agency, where she is responsible for the strategic direction and management of public relations accounts. She has more than 10 years of experience in PR, marketing and advertising. Contact Emily at efarber@thecastlegrp.com or 617-227-0012.
