Member Article

Getting more value from conferences and events

Sam Booth, head of Keele University explores how a more strategic approach to business events can help improve return on investment.

Conferences are important spaces for professionals, particularly given that many of us now spend most of our working lives at desks or in the virtual world, on email or smartphones, where body language doesn’t matter. Face-to-face events create a third space, away from the day-to-day, where everyone is expected to perform and use body language to express themselves. It’s no wonder then, that throughout the economic downturn, businesses have continued to invest in face-to-face meetings, whether it be for training days, conferences, team building or networking events

At Keele we were keen to explore whether businesses could be doing more to get the most out of delegates in this ‘third space’. Working with our colleagues in the Keele University Management School, we have found that the standard conferencing methods don’t always help organisations get the most from delegates because they are geared towards ‘corporate peacocks’.

The traditional agenda, featuring back-to-back powerpoint presentations can create a masculine environment dominated by senior and more extrovert team members. These ‘corporate peacocks’ thrive in the space-grabbing environment of the traditional ‘show and tell’, while quieter, more analytical colleagues, or junior staff, risk being side-lined or overshadowed by their aggressive associates.

This research provides an interesting insight into why it is so important for meeting organisers to tailor conferences and events to suit the needs of their delegates. Conferences provide an important rite of passage for working professionals who can use this opportunity to demonstrate their proficiency in a face-to-face environment, but in order for this to work, you need delegates to actively participate and engage in the event. This can be done by making simple changes to make your event as varied as possible, utilising different spaces and disrupting the normal environment that delegates will expect to encourage active participation.

As such, we have issued a go-to-guide to help meeting planners and business heads better tailor conference environments to suit delegate personalities, from modest analysts, to rising stars, shrinking violets and curious connectors.

At Keele, we understand that one size doesn’t fit all, which is why we continue to expand the range of facilities available to delegates on our 617 acre campus.

From the 600 capacity Ballroom at our Grade II listed Keele Hall, to our exhibition suite, small team meeting rooms, acres of outdoor spaces, sports halls and traditional lecture theatres which seat up to 400 delegates, we can provide maximum flexibility, and love to work with organisations to find the right space for their event.

Keele University’s conference personality profile

Tried and trusted powerpoint - Suited to corporate peacocks

Powerpoint presentations should be used by senior team members to establish their authority and motivate employees.

Breakout/seminar sessions – Suited to modest analysts

Conducting task groups in smaller meeting means that more analytical members of the team, who are quieter in large groups, can contribute valuable insight.

Panel discussions – Suited to team players

Panel discussions are a great way to make the presentation more discursive, breaking down hierarchical boundaries and encouraging employees to participate.

Unconferencing – Suited to rising stars

Scrap formal agendas and make presentations more informal so that more junior members of the team can help shape the day. A more informal environment can be a good way for less confident team members to hone their presentation skills and learn to shine.

Team challenges – Suited to future leaders

Quizzes and games are a great way to help delegates practice their leadership and team building skills. This is particularly suited to future leaders, who are good at responding spontaneously and relish a challenge.

Exhibitions – Suited to Curious connectors

Exhibition areas can provide a natural networking environment where delegates can converse, while less confident individuals or early arrivals can comfortably admire the displays and engage with the literature between conversations.

The great outdoors – Suited to anxious contributors

Academic research has shown that looking at greenery for just a few minutes drastically reduces levels of stress and anxiety, so when sourcing a location for your conference, don’t underestimate the value of green surrounds. If the weather is nice, conduct some of your group sessions outside.

Downtime – Suited to shrinking violets

To capture the views of even the quietest attendees, ensure you have allocated space and time for delegates to relax between sessions. Downtime periods can take place in a bistro, cafeteria or even outdoors, and provide individuals who find ‘performing’ in a professional space more challenging, time to take a break.

Virtual speakers – Suited to tech lovers

Although conferences should make the most of face-to-face interaction, technology can also play an important role. Consider video calling key speakers or using tools such as Google-Hangout to get each group to present back online. It will give tech-addicts the opportunity to demonstrate their abilities.

Finishing touches –Suited to company advocates

Conferences are the perfect opportunity for you to get attendees to feel passionate about being part of an organisation and help to create long-term ambassadors. Little touches, such as evening entertainment and fireworks, or goody bags and afternoon tea with company branded biscuits, all demonstrate care and build advocates from the inside out.

This was posted in Bdaily's Members' News section by Keele University Conferences and Events .