It’s conference time again in Monster Towers and more than one is at the planning and design stage. For our work, bringing content to life, this is the most creative time and the most demanding and conflicted time too. We love to push the boundaries creatively and this doesn’t always provide comfort for those responsible for the successful delivery of the conference aims and objectives.
There are many questions asked at this time and I’m going to focus on three that we hear a lot. They represent the need for ROI and as conference time gets nearer, the questions increase in frequency and volume!
Key questions any good conference organiser should be asking
In no particular order, these are the perennial favourites and they apply to any and every part of the conference.
- What are the three things that people will do differently as a result of the conference?
- What is the one action that can be taken right away to bring about change?
- What are the key takeaways? (and no, this does not refer to the goody bags)
Most of our readers will have heard if not actually asked these questions themselves. We have and we’re also constantly trying to answer them too. But just occasionally, the monsters are brave enough to challenge whether asking the delegates these questions directly will achieve anything at all.
No one wants to be the one that doubts their effectiveness. However, there is an unspoken acknowledgement, that even with the sending of the obligatory reminder postcard, it is unlikely that any of these questions is going to help land key messages, change behaviour or cement understanding of the new strategy. So what will?
How can you ensure the message lands without being patronizing?
Following the release of the fabulous film, ‘Three Billboards Outside Ebbing, Missouri’, there was a positive explosion of individuals and groups, renting space or even hijacking billboards, to protest a point. Not just one, mind you, but always three.
Now did this come about because at the end of the film, in all film theatres, somebody asked us to consider the three things we were going to take away or do differently? No. They did it despite the absence of this prompt and that’s because, every single person that saw that film could see the power of a brilliant, yet simple idea.
Inspired, tragically by a real event, but then shared brilliantly by a great storyteller.
Very few people can remember every bit of a film, especially if they only see it once. Quite a lot of any conference is going to fade pretty quickly too and of course it makes sense to ask people to write things down they wish to remember.
It’s the directive bit that doesn’t help; the being told to take action or that you must remember three things specifically.
The core team we’ve been working with this week have had an obvious but helpful way of avoiding the predictable stuff. It’s very refreshing. They keep saying:
“Remember everyone here is an adult. They pay mortgages, bring up families, make leadership decisions every day. They can work out what to remember and what to do, on their own.”
Yes they can.
Three ways to ensure your messages land.
Here’s our three billboards, that we think will help the adults at your conference remember the right stuff.
- Create memorable content with simple ideas that stick. Don’t overcomplicate and resist the temptation to tell the audience everything you know
- Be authentic and use everyday language. If you think you have a ‘buzzword bingo’ script, get the red pen out and cut it.
- Allow people reflection time. Not everyone wants to rush out of the cinema. Sometimes you just have to sit and take in what you’ve seen – play it over in your head.
Just like a great film, if you thoughtfully create something memorable, then the adults will work out what to remember and what to do about it. Trust them to get it right. There’s no need to send out a survey asking ‘What three things did you take-away?’ Instead, look out for the evidence. If you’ve delivered a great conference, then the metaphorical billboards will be appearing all over the organization.
Three at a time, of course.
What are your three conference takeaways?
We are experts in helping messages to land and that includes making sure delegates are clear on the key takeaways at conferences.