Home' micenet eMag : micenet April 2017 Contents EVENT CONTENT | PETA MOORE
t’s time to face the facts. We’re more time
poor than ever before and more than likely
a tad sleep deprived. Not to point any
fingers but I blame Australia’s work culture.
Professor Drew Dawson from CQ
University surveyed 13,000 Australians’ sleep
habits. He revealed that 96 per cent of
respondents felt tired and almost 40 per cent
had recently fallen asleep at their desk or
during a meeting.
Statistics such as these highlight the
issues that event managers encounter on a
day to day basis. Our delegates are tired,
have shortened attention spans and demand
to be engaged. They are chained to their
mobile devices - a constant and demanding
distraction. They are also on the lookout for
authentic, tangible and often shareable
How can our events and conferences
compete with that? My answer: think
substance over style. Meaning the success
of your event will be defined first by its
content and then how it’s delivered.
Let’s face it, it’s the promise of compelling
and relevant content that attracts the
delegates in the first place. I’m not saying
that the event delivery and all the bells and
whistles that go with it aren’t important - but
without substance I believe the delegates will
be left wondering ‘what’s the point?’
To get started, you’ll need to be clear on
your event objectives. You’ll need to take into
In a new article series, Nectar Creative Communications’
Peta Moore tackles content at events.
account the time and money you’re going to invest in this project. You will need to think about
the behaviour you want to drive, the audience you want to engage and identify the business/
social/industry impact you want to achieve.
Once you’ve got a clear idea of what you want to achieve, you need to drill down and make it
measurable. We call this the “picture of success”. To do this, some like to use the SMART
(Specific, Measurable, Attainable, Realistic and Timely) method to create goals. Another, often
simpler way to define measurement around your objectives is asking “when are you satisfied?”
Wherever possible, ensure you include a number or percentage in the answer.
To create an event or conference with maximum impact, you need to live and breathe your
“dream delegate”. What do they want, what motivates them and what can the conference do
for them? You will need to build a psychographic profile to complement the demographics. This
will form a complete audience empathy map.
The next step is to visualise the delegate journey. With the event objectives clearly defined,
and an intimate understanding of your audience, you can create the event story by designing
the flow of the content. Start by looking at your empathy map, create an idea around a
particular audience want or need. Piece by piece you can build the journey your event is going
to take the delegates on. You will want to create a program filled with those ‘lean forward’
moments when the delegation is completely immersed in the content, not their phones.
At this stage, you need to have a reality check - it had to happen eventually. Take the
delegate journey you’ve mapped and cross check it against your objectives. Look at your
proposed event program and ask yourself:
• Are you targeting the right audience?
• Will the event have the desired impact?
• Will the event drive the desired behaviour?
• Is the event environment suitable for focussed learning and inspiring delegates?
By asking the right questions, you won’t be that conference that is defined by a “I want a high
profile personality to drive ticket sales” attitude. You will have the building blocks to develop a
compelling program that resonates with your target audience. You will also be in a position to
plan the delivery of the content to ensure it supports the event objectives, and enhances the
overall delegate experience. Choose substance over style when you start planning your event
and you’re well on the road to success! m
Learn more about Peta Moore and Nectar Creative Communications at www.nectarcc.com.au.
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