9 Ideas to Improve Your Next Conference

More Networking

Increase the networking time allotted within the day. Consider even changing up the way in which you allow your attendees to network. Think – about speed networking (similar to speed dating) or lunch round tables with facilitated discussions and a speaker per table.

More Breaks//Shorter Content

TED forged the path for this format with its 18 minute segments for speakers. As we move forward in a market where time = more money than before, it think it makes sense that we change up the format for conference goers. No one has the attention span to sit through an hourlong keynote session anymore. 

Better Pre Event Communication

A handy "Looking forward to Seeing You Tomorrow email" is all you need. Reminder of the event, all the details, start time, dress code and any new highlights to point out. It will help drive people to actually show up, provides you one last real push of information. The more prepared your attendees are, the happier they are. It seems simple, but you will be surprised at the number of conference producers who don't bother with the night before email. 

Digital Check In

Revise the badge/reg system to minimize frustration and long lines. There are so many event registration companies out there now, and the good ones are finally getting the praise they deserve. Search for one that fits all our needs and try it out. It is so much easier to walk up to a kiosk or a staffer with an iPad and receive your credentials and access than it is to have someone searching through pre-printed badges. If you are able to push it a little further, make your badges do more than just state a name and company. Incorporate NFC or a USB into it and track where your attendees go, who they visit and provide that info back to your sponsors. 

Social Seating

Conferences are no longer just about the content. People attend to network, to feel like they are part of the "gang" in their industry, to hear and be a part of awesome content and to meet vendors etc. They want to do more than just sit and listen. Create a new listening atmosphere for them by changing up teh traditional theater and classroom style seating arrangements. Incorporate clusters and lounge seating along with your classroom and crescent rounds and I think you will find attendees engage, and have a better experience. Not to mention give your conference a more modern look.

Better Sponsor Experiences

Have your sponsors move away from the generic booth. It seems simple right? Every sponsor tells you, we want to create an experience and then they plop down  a table, a wrinkled table cloth and a pop up banner  and call it a day. Don’t allow any more standard booths. If a sponsor wants to be a part of your conference, they will have to either choose from one your “sellable” experiences or brainstorm a new one that works for them. Think Latte Lounge for a sponsor who wants to spark up a caffeinated conversation and use the cups and napkins as branding  opportunities, a Smoothie Station for a  green start up, Magazine Rack lounge for a publisher. Talk to your sponsors and find the right fit for them. Your attendees will thank you.

Live Stream/Slide Sharing 

I know, I know. Making your conference content available to those who didn't purchase a ticket just doesn't seem right. I don't think you need to make everything available for free, if you don't want to. I think you can have a content marketing team put together a series of items you are willing to release and have them push it out during your conference. Whether it is Live Slide Sharing, Live Streaming of a Keynote or just pushing out some of highlights of the conference getting your conference publicity is your main goal. Pushing content will help spread the word and stop people from finally asking you - will this be available later.  We live in a sharing society now, so make sure your conference fits in.  

No More Paper

App vs. printed program. Digital Check in Instead of Badges. There are so many ways to reduce paper. Try to ask your sponsors to reduce their hand outs. A great way is to encourage USB use. Download collateral onto a USB prior to the conference and have that be part of your attendee giveaways. Sponsors will be happy because their content is being given out and attendees are thrilled not to receive a conference tote filled with paper. 

App vs. printed program is important. It's rare for an attendee to walk up to the reg desk and ask for a printed program. Most attendees sigh when handed a brick heavy agenda. There are so many amazing app companies out there now, there really isn't an excuse not to have one. You can push up to date information, agenda changes, and even sell areas on the app to sponsors. 

Power

Make it easy for people to stay in their seats and get connected to a power source. Have plug-ins available (either in strips or hubs) so that people don't have to keep getting up and charging. You want people to stay connected, use social media and enjoy their experience. It's hard to do that when you are trolling for an outlet or sat next to a trash can in the next room because it's the only outlet available. 

Why Customer Satisfaction is No Longer Good Enough - Customer Experience Rules Part 2

Oracle released a white paper on Why Customer Satisfaction is No Longer Good Enough. The results of the survey are below:

70% of shoppers have stopped buying goods or services from a company after experiencing poor customer service.

64% have made future purchases from a company’s competitors after experiencing poor customer service

82% describe the customer service process as being a lot of effort

92% of customers feel a poor service experience decreases their loyalty

The absolute kicker in the survey is:

81% of consumers are prepared to pay more for better customer service

So, what does that mean for us marketers? Why does this seem at all surprising? Hasn't it always been known that consumers aren't stupid, they want high quality products with high quality service. One thing I think is important for all businesses to understand, is that customer service isn't reactionary. It isn't a defense mechanism that is set in place when there is a problem. Customer service needs to be ingrained in all that we do...marketers, brand strategists, small businesses alike. 

Remember my post last year on Customer Experience Rules? Customers have the ability to make or break your business. You can never forget that...so start while you still can. If you don't believe me, check out Colin Cowie and his recent webisode on providing customer service. I heard him speak at BizBash's Ideafest a couple of years ago and he is an expert at providing service from the get-go.

Event Tip - Check In Easy

Some clients resist change, other embrace it. When working with clients who still love the old fashion check in tables with paper lists (categorized in every way imaginable) and alphabet signs, I always say STOP! There is an easier way. One that requires less work, and runs faster. Registration should be a breeze, whether it’s for a cocktail party or a conference. At BENG! we test out several different options and go with the right one that fits each event. Every event is different, and the technology you use should reflect that. Recently, I used Check In Easy for a cocktail party one of my client’s was producing. It was a breeze! Not only do you get an accurate count of who is there and who isn’t, it is digital. Which means you don’t have to spend hours trekking through your excel files or left badges to see who was actually at your event.

Why Check In Easy?

It was created by planners, so they know what we go through at registration.

You can easily download their apps to your iPhone or iPad and get started. Once you have your account, anyone can log in with your info, download and get people check in. Which is great if you are working temp staff and see there is a rush at the door and need a few extra hands. Keep in mind that if you are a Droid user, this system is not for your. As far as I can tell it is a Apple friendly company. 

Packages

Check In Easy has several packages for you to choose from. Have a small event coming up that you would like to test with Check In Easy? Use their free package (up to 50 guests) and see how it works for you.

Try Check In Easy or any of the other check in apps that are out there. It will make your life easier and your client will be happy! It’s a win-win.

Dealing With Employees - The Temp Staff Revolution

The new agency format is one like ours. We keep it small and simple and we hire in expertise on a project by project basis in an industry or area we feel we need to bolster up on. It makes our lives easier, and it allows our clientele to get exactly what they need and want. The task – sometimes hard – can be to manage all of the temporary employees that fall under your hat. There are times when you work with a team you are familiar with and that you love and trust – otherwise you wouldn’t have hired them in the first place. But then there are times when you hire someone because they have something that you need – something that you can’t produce your event without. Whether it is as simple as man power and an extra set of hands or elevated expertise in a very specific area – non-profit fundraising for example. So how do you manage those new and fragile relationships?

• Know the person and get references. You can go to an event staffing company for simple man power needs – although make sure you communicate exactly what that person will be doing so that you get someone qualified. If you are looking for specific expertise, you will want to ask around in your network, if you don’t already have someone. Make sure you get references and have an interview. Time is always short. Work always has a deadline. Believe me know I know. I don’t think I have ever done an event where timing isn’t an issue. But time spent on interviews before the project will save time during the project.
• Clear and Concise Job Descriptions. Communicate exactly what job you need fulfilled. It sounds simple, but so many times discontent during a project comes from people feeling they are in over their heads, or doing things that were not communicated to them at the beginning.
• Make sure they understand who they are working for. They will be a representation of your company and will need to make sure everything they say and do works for you. They are technically under the umbrella of your company so make sure they understand who you are and how they should talk to your client – if that is what they will be doing. 
•  Bad Seed? Find out what is going wrong. Is it fixable? Sometimes it is a conversation and sometimes it’s a personality clash. When it comes to your small business, you can’t afford to hide and hope that their attitude blows over. You are only as good as your last client.  It’s easier to let an employee go that doesn’t fit than to see your client walk away. 

What are your tips for managing your temp staff?

StartUp Watch: 3 Startups For Events

1. Planana
Planana is a ticketing and promotion dashboard for your event.There are so many ticketing sites out there, and this is not one that stands out for that. It is their promotion service that peaked my interest. Planana helps you set up your own event dashboard, and a reward system for your attendees. The system doles out discounts, VIP Access etc. in exchange for social sharing. An attendee shares the event on twitter or facebook, and they are guaranteed 40% off their ticket. All the rules are set by you, and you not only get additional publicity, but an easy ticketing platform.


2. Instagram Booth
BYO Booth is a photo booth platform based on Instagram. All you need to do is set up an Instagram hashtag for your event and the software will look for attendees pictures. You can then decide to stream them on a slideshow, create your own living wall at your event, post them to Facebook or print them. Pretty simple, yet extremely interactive and helpful for picture collection at events.

3. Refynr
The Refynr platform provides the technology for event producers to display live tweets on large screens during events. Producers can also create an interface for attendees to check or send tweets directly via a Twitter login. Great for conferences that require live tweet walls as well as other events where you want to capture the buzz. Just remember, live tweet walls means un-curated discussion...you can't control what is being said about your event, product etc.

Sources: eventmanager blog

FLAWSOME! Can Brands Embrace Flaws and Win?

After reading the most recent TrendWatching brief, I learned a new word: FLAWSOME. The basic definition: brands that are still brilliant and thriving despite having flaws.  The basic principle that "human nature dictates that people have a hard time genuinely connecting with, being close to or really trusting other humans who (pretend to) have no weaknesses, flaws or mistakes," helps explain the most recent surge in the FLAWSOME trend. Consumers want (beyond great customer service, a great working product and the feeling of community) transparency and brands that are human aka flawed.

Based on recent studies by Havas Media, November 2011, nearly 85% of consumers worldwide expect companies to be involved in promoting individual and community well being. While only 28% of people think that companies are working hard to combat environmental and social challenges.

With customers living in a social media world, it only seems right that the transparency span to companies too. Consumers share their lives on Twitter, Blogs, Facebook etc. and feel it only fair that companies broadcast and share in the same way. What about the bad stuff you ask? Well, consumers don't believe that flaws and weaknesses don't exist. They want brands to acknowledge problems and mistakes and fix them or at the very least explain them. Flawlessness is an Illusion. Brands need to jump on their issues and take them public and make it known that they are aware of the issue and in the process of fixing it.

Revoo.com, January 2012 study presents the following facts:

• 68% of consumers trust reviews more when they see good and bad scores. 

• 30% of consumers suspect fake and censored reviews if there aren't any bad reviews in the mix.

• There is a 67% conversion rate from Shopper to Consumer for those shoppers who go out and read bad reviews.  

So, as brand marketers we get that things will go wrong and that we need to open to responding. What else can we do in the brand marketing realm to see this FLAWSOME trend through?
 

1. Crowd Sourcing
A super hot trend right now that works? Yes. Crowd sourcing rules at the moment and why shouldn't it. You empower your consumer base, make them feel heard and why not introduce some neat ideas and products at the same time. Getting feedback from your consumer base not only gives you data on preferences, but it helps you engage with who you are producing for in the first place. Create a good platform for a campaign and test it out - either in beta form and get responses - or in real time. 

I love the aspect of using crowd sourcing at events too. Why not through a New Direction Launch Party. Add all your potential change makers to your guest list and use the event as a platform for change and engagement. Then follow through and keep in touch with your change maker base. I guarantee they will love being heard, will continue to follow and will help advocate for you.

2. Incorporating Transparency in to Marketing Communications & Events
 Countless brands have started to incorporate reviews, comments and public responses to their live websites. This can be pretty scary for brands, but if consumers are going to comment why not have them do so in a controlled environment where you can see them, hear them, understand them and respond to them. It's like having a focus group in your home. Use it to your advantage and get those bad reviews turned around with some great customer service.

A particular favorite - also mentioned in the TrendWatching Brief - is the Tweet Seats idea. We all know and either love or hate the vibrating phones during a show. The lit screens clutched in other viewers hands. Some people just can't let go of Social Media and want to Tweet everything they can about their experiences. Instead of fighting the Social trend, embrace it! Several theaters have created Tweet Seats. Rows of seats designated or those people who insist on using their mobile devices (still on silent). The rows are usually (and should be) in the back so they don't bother other theater goers. This way everyone is happy.

For events, why not have a large twitter board. Have people respond to content - and who doesn't like it to be on a big board. Wouldn't it be great to have a Social Media board be the Step and Repeat at an event? Get those voices out there and embrace them. The more authentic you are as a brand - the better the communication with your consumers. Of course there may always be a bad apple in the bunch who just wants to give you a cantankerous review or comment - but other consumers will see right through that and actually embrace you more.

3. Acknowledging a disconnect - You Either Take Us or Leave Us
Who hasn't seen and loved the new Miracle Whip advertising and marketing promotions?! Miracle Whip is just one of those brands you either love or hate as a consumer. It's no fault of the company, its just a taste preference and subjective. You either like or you don't! I personally have loved their We are not for everyone campaign, and would love to see some other brands who have the same cult following do the same. How about a love it/hate it promo party where you separate the two groups but somehow have them come together at the end.  Great way to convert the naysayers while embracing your fans.

4. Take Your Problem & Spin It
 I posted on the Domino's turn around story last year for their Times Square ticker and then again a couple of weeks ago with their Think Oven campaign. I can't think of any other company that has done such a great, transparent and incredibly visible campaign to take their atrocious reviews and bad press and spin them in to better sales and customer perception. The Times Square campaign put all of the reviews in plain sight of everyone in NYC's busiest intersection for foot traffic. Good and bad reviews alike were put on display in real time. The most recent Think Oven is a crowd sourcing idea that I hope brings them some great success.

So what can we learn? Be a human brand, embrace your success as well as your failures and work with them! Engage. Engage. Engage. And your customers will reciprocate.