Shared experiences

Remember that session when the speaker turned a tech failure into a tech success?  Or the ICCA network event when we tasted Dutch herring? Or the great fun we had in an Amsterdam pod connected to EventCamp Twin Cities?  

Well you probably do not – unless you were there.  But you have other memories  of events and tradeshows much like mine.  And more of them , I know most #eventprofs  get out a bit more than I do :-) . But that is not my point here.. it is about the power of events.

We share the same experience of venue, program, tradeshow, booths, sessions. The event provides a common ground, a framework and a shared interest even before we say Hello.

We are all out of our comfort zone, in a different setting, out of our day-to-day routine. That makes us more eager to connect and reach out to others.  And if we  already know people from previous events, even better. Than we can add another chapter  to our joint story.

That is why events, conferences and tradeshows  are so effective and irreplaceable. You do not just remember  the content and innovations, you also include the people you meet . They become a part of the story, and often turn into long term, valuable relations.

And  we keep running into each other. Through face to face meetings  maybe, but also online. We connect and re-connect in the events LinkedIn groups, on its Facebook pages, websites or via  hashtags. Giving us another umbrella to build relationships.

In fact the phrase ” long term relationships through a shared experience” was one of the tweets I sent  during an online event, the weekly #expochat that  @tracibrowne invented .  Another  way of building relationships…and a great way to share experiences!

Probably this topic was  inspired by the festive season, peace on earth, bringing people together and all that, but nevertheless it’s true.  

So any resolutions for next year? Adding to the story, I guess. Happy 2014!

Evolutionairy Road

These days it seems almost impossible to take things slow. We are following trends and new ideas like greyhounds, hoping to be the first to catch on to the latest app, the breaking news, the next big thing. Always on the go.

I must be getting old, but I have the feeling we do not allow ourselves the time to focus anymore. To slow down. To see clearly where we are going, and still look at the scenery along the way. Allowing for distractions, even. Because these might just add new thoughts and meaning to whatever goal we have in mind. Allowing a little bit of trial and error.

Hah! That reminds me of our road trip to Italy this summer. Our car broke down three (!) times on our way from Amsterdam to Ancona, but we had the best view of the Adriatic see. And some quality time to reflect :-)

Well , I am planning to stop and use my breaks a little more from now on.  Smell the flowers, see the sky, so to speak. How?

Using event  research in a more relaxed manner. Sure I know my goals and the objectives, and I will still deliver on time. But hey, if I spend a few extra  hours to look at reports more closely, add new angles or combinations, I might stumble upon an idea that is worth investigating. Small and slow. The dirt road just might  be the connection we were looking for.

Using social media in a better way. Planning time during the weekend to really read those blogs. Think about their content, see who can benefit from them, and pass them on. Not just retweet, but making it personal. Adding thoughts, asking feedback. More with less.  

Using event technology more based on personal need. To use as a reference after the event, for instance. Allowing myself to follow sessions as I see fit, ignoring networking tools once in a while and just enjoying the conversation. Or the white space. 

Don’t get me wrong, I love event tech, but not when it dictates the way I should connect. And, especially, the pace I should do it in. Even at events, it is worth to take it slow now and then. One great conversation might teach me more than a quick scan of the entire room...

So there you have it. Relax! And allow yourself a few mistakes. With the speed that we are going now, there is plenty of time to  adjust. Happy travels!

Let's keep in touch!

(workblog) 

The other week I was going through some old files, just looking if there were any data or details that I needed to get into the main database. And it struck me, that these pieces of paper really showed the big changes we have had in communication and connecting. In a way, a history just like the rings on a tree.  Busy years with a lot of letters and brochures , and slow years with almost no communication at all.

The best files are the oldest ones. You can see a change in pace, vocabulary and technology instantly.

We used to send letters in a very formal tone of voice and keep the carbon copies of them. So the file of association X starts in the ‘70’s, with these formal  letters and replies. If there were urgent issues, a telex was sent.  In the 80’s things were getting less formal, but we still kept in touch via letters. The occasional fax message appears in the files. Funny thing,  we had to put in a request  to send a fax and needed to get approvals  signed by  a manager before we were entitled to send it….imagine.  Then in the 90’s, communication via internet kicks in. The latest entries in file X are printouts of important e-mails, a signed contract (yey!)  and a message to check the database. Hah. I feel like an archaeologist.

Interesting to see how we connected with our customers and stakeholders over the decades.. . next to face to face, obviously. 

Did we do a good job? Probably…but it’s a new world now. We are connected all the time. We talk via mail and social media, via whatsapp and other tools, wherever we are - mobile and  free. We are updated  on a real-time basis, and are used to getting  answers to our questions even before we send them..

In 2013, “let’s stay in touch” means keeping the conversation going all the time. It means being in touch with machines, objects and  services, as well as talking to friends, delegates, companies and clients.  Whoa. Talk about connecting…

What does this mean for the events industry? How do we merge all these connections into our face to face meetings? We are talking with delegates, exhibitors and other stakeholders on a day to day basis. How do we do that?  Are we truly connected all the time?

I often see events with “see you next year” banners at the exit . Pretty old skool, don’t you think? I hope to see  “see you tomorrow” pretty soon…

(inspiration for this blogpost came from our  new Connected Society report.  Made me feel both nostalgic AND anxious for the future J . If you like, have a look and let me know what you think: http://www.rai.nl/en/amsterdam-rai/News-Press/nieuws/Pages/Connected-Society.aspx

X-ray your event

My cat broke his toe.

Strange, in the past  13 years he never had any problems. He came to our household as a kitten with his sister. She turned out  a petite, sleek and shiny black number, slightly nervous, whereas he grew into a big (OK, maybe too big), relaxed, laid back, no-nonsense, black-and-white rock.  

He had been walking with a strange limp for a while and when we saw no improvement we took him to the vet. There was nothing to be seen with the naked eye, but an X-ray showed a fracture. So now he is walking around with a bright blue cast, trying to make sense of it all and coming to terms with 6 weeks of indoor entertainment. Oh dear.

Why am I getting into such detail about my cat?

Well, imagine that it is not my cat, but your event that is the main topic of this blogpost. It sort of gives you the same story. I am sure you’ve heard it many times before: “the event model is broken, it needs to be fixed”. So many big events are like rocks. How do you find out which (if any) parts are broken? And how would you fix them?

Be aware of change – Is your event still going smoothly? Really? Look at all aspects, all delegates movements, all sessions, all communications, all surveys. Small changes can have a big impact if you leave them unattended. One not-so-good session this year might affect attendance at your whole programme in the next event. Are all aspects of your meeting still flawlessly joined together?

Get a second opinion – Sure you are the one that has the only day-to-day knowledge of your event. But when it comes to fixing problems you might need a fresh pair of eyes form a specialist. Marketeers, technicians, researchers, business analysts, IT specialists – all have special skills that can help you see your event in an new light – and inspire innovation.

X-Ray your event – Do not take things at face value. Use surveys, focus meetings, qualitative research and ROI measurements to see what issues might be hidden below the surface. That smile on your delegate’s face might not tell the full story. Dig deep. Do you provide a  perfect customer journey from beginning to end? Being successful for years is no guarantee, after all. One crack in the road can make you trip…

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I guess that my cat Kareltje (Dutch for Charlie) could not care less about events and analogies.  His focus lies mainly in eating and being outdoors. Well, maybe he would like another post about the brilliant flexibility that cats have and events need…..as long as he gets to be in the centre of attention J

For your next event: break a leg!

Exhibitions say more than a thousand words

First of all: I am really proud of the research we (my company and partners) just concluded. It is a study under Gen X and Y visitors of trade shows and exhibitions. We wanted to know what makes them tick. What do exhibitions and trade fairs mean to them?

I have to say, even though we all belong to one generation or another and can predict  some of the answers, the results  were pretty amazing. We matched the answers with overall generational trends and studies, and this gave some interesting points of view. If you want to check out the research, you can do so here: Gen X & Y research

So what is my point in this post? 

Well…as I was reading through the results of the study, one thing really struck me.

A thing that I wasn’t aware of or did not think about before. A simple thing, really.  Just the word: exhibition. What does it say? What does it mean to you? What image or feeling, which sentiment comes to mind?

An exhibition or an event? Searching on images gives an idea.

As it turned out:

Gen Y sees a possibly  outdated product. Just in the label “ exhibition” or “trade fair”.

Hm. Do they have a point?  Truth is, no matter how much we engage in renewing and reinventing the product, the overall word has stayed the same. We added hybrid components, apps, interactive features, show-and-tells, talks, peer-to-peer sessions, experiences, surprises, communities, a whole new live look, feel and world……but still call it an exhibition. Or a trade fair. 

The content might have changed, the label did not. 

As a result our potential Gen Y visitors have an old idea about a new product. Wow, that IS something to think about.

So I am wondering…should we include the terminology in our reinvention package? Add a new vocabulary to reflect the new meeting architecture and exhibition design?

Anyway, food for thought . Should we  give "trade fairs" and "exhibitions" a new image, a new interpretation? Or do we need to come up with new brands to make sure that generations to come will find excitement and learning in events that we used  to call trade fairs? 

What are the words that sum up an exhibition?

I bet we can come up with more than a thousand!

It’s an art to keep connected

Just imagine: you are an association conference or a trade fair  with a huge amount of international attendees and followers, you have a steady input of new ideas and views, you have an important story to tell…..and then you realize that your next event is 10 years from now. Whoa, 10 years!

How on earth are you going to stay  in touch with your community  and keep the momentum going? Will people forget about you? Will you become old news? How can you ever survive?
Well….it happens. Not just in the events industry. It happened to the Rijksmuseum in Amsterdam, closing 10 years ago for major renovations, and due to open again April 13^th 2013. Less than a month away. And they had a way of keeping the conversation going that inspired me. And can inspire events as well.

1 Stay open, even though you are closed  

Confusing? Well yes and no. Even though the main building was closed, they kept a “greatest hits” collection on display in a separate part of the museum. Plus, the collection went on loan to other museums and special exhibitions, engaging people outside Amsterdam. Lesson learned: stay in touch using smaller spin-offs, and share your knowledge in other events. Be out there!

2 Tell your news – good AND bad

During the 10 years, the Museum kept an open conversation about delays, problems with builders and cyclists (well, it IS Amsterdam after all), as well as achieved targets and great designs. The mix of messages kept an open conversation going – we all had our own opinion and were able to share it. Lesson learned: keep the conversation going! Really…

3 Show your work in progress

During the building, they kept us informed. Not only by telling news, but also showing the building in progress face to face – they had “hard hat tours” and unveiled new acquisitions. Lesson learned: people like to share in progress. Invite your stakeholders to comment on new ideas, use surveys or your social media – ask questions and let delegates share their views.

4 Share your knowledge - everywhere

With the collection in other exhibitions and in huge depots, it was up to the museum to keep those great works of art “on view”- and they used the website to do it . They opened RijksStudio https://www.rijksmuseum.nl/en/rijksstudio , a part of the website where you can collect, share (on social media) and use your favorite parts of the collection. Images with a superb quality to make your own. Lesson learned: your content is valuable: share it in whitepapers, blogs, chats, events or webinars, and see which parts will spark a conversation.

5 Engage in all forms and formats

The museum used old, new, social, formal - you name it -  media to keep in touch. And now that the opening is getting close, there are numerous of different smaller special events and pre-viewings to get the buzz going. On site, on line – everywhere. For all stakeholder groups: all feel connected. Lesson learned: look at the segmentation of your stakeholders and  be relevant to all of them. Make sure to keep Boomers, Gen X and Gen Y on board and dare to change your event format accordingly, with a meeting architecture that meets all needs.

And then?…. enjoy the connection with old friends, new views, in a fresh environment where history is shown and made.

As far as I am concerned, the Rijksmuseum did a great job, and I am really looking forward to visit again. To do a little re-connecting. And safe to say – I will be inspired again.

Do you see what I see?

So, it has been a while, what’s new? Well…that depends how you look at it.

In the Netherlands we will have a new king soon, and I just learned that there is a new pope. On a more local scale, at work we changed the brand of tea in our offices and started flexible work areas, and in my neighborhood, the Chinese restaurant changed owners. Better spring rolls, but I won’t be ordering the noodles & vegetables again.

Things change on a daily basis. Some good, some bad. Also in events

Change, innovation and reinvention: they are key ingredients when it comes to keeping visitors, delegates and exhibitors engaged with the events we design and the conversations we start.

The blueprints of classic conferences and tradeshows are gradually changing into live maps with touchpoints, telling us which buttons to push and where to begin the change in content, format, design, venue…. a starting point, that’s all. Innovation never stops.

But let’s face it… sometimes, it is just too hard to find the creativity to deal with it.

I guess the trick is to keep it simple yet inspiring. Stay close to home, one thing at a time. But how?

I was thinking about this when I received a tweet from a friend, who is an artist. One of the many things she does, is photographing ordinary objects and turning them into a new reality, choosing the right angles and title. I always feel inspired when I see her work.

She turns torn paper into a hawk, a trash bag into a blackbird, metal fittings into an owl. Ready-mades, ready to change.

She shows that staying close to home can bring about a big change. One thing at a time.  It just depends how you look at it.

So back to events:  what do we really see? An old catering concept might be a new networking tool. A hallway can serve as a walking breakout. A brick wall could be a…  well, anything. Innovation is everywhere, it  just depends how you look at it. Have a special eye. Do you see what I see?

Thanks @mapestaartje (http://www.maartjejaquet.nl/) for letting me use the images: always an inspiration.