Exclusive Interview! How CPHR re-invented the sponsorship experience.

FMAV INTERVIEWS ERIN RODDIE ON HOW THEY REDEFINED VALUE FOR THEIR SPONSORS USING AV TECHNOLOGY

We continue to enjoy annual increases in registration numbers and profits for our annual conference, says Erin Roddie, an association planner at CPHR Yukon and BC.

Download this interview to learn how CPHR was able to overcome sponsorship challenges , how they re-defined value for their sponsors and how using AV technology helped boost their events’ ROI.

[pardot-form width=”800″ height=”100″ id=”7721″ title=”Download Interview- Interview with Erin Roddie at CPHR”]

 

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Venue of the Future: Key Trends Driving Venue Selection

The needs of today’s planners and groups are much more complex than they were 10 years ago. Planners are looking for spaces that can support their event requirements both physically, and technically; they are becoming more strategic in their selections.

In this FMAV Webinar, Ryan Young, Associate Director of Sales at Brookstreet Hotel, spoke with  FMAV’s Alissa Hurley, VP of Marketing about the demand for technology in events and venues. Watch now![/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_raw_js]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[/vc_raw_js][/vc_column][/vc_row]

Collaborating with the Timewise and One West Event Design, FMAV wanted to create an immersive experience that would welcome and accommodate high calibre speakers and keynotes. While also providing a warm welcoming space that encouraged networking and conversation.

The designing of the main room (the Process)

The team (FMAV & Timewise) met in the Edmonton office to align and frame the event towards creating a narrative to explain the value it represents to its various stakeholders.
The first step was a Stakeholder Alignment Exercise (more details can be found here). From the exercise the team identified the high impact stakeholders that would provide a high return on investment, if the design was focused on them.

 

Stakeholder_Alignment

 

The team then took those key stakeholders, and performed a Rapid Empathy Exercise. They mapped out a statement each stakeholder would make before the event, as well as a statement for after the event. These statements helped to understand the change in behaviour the event would create. It also contributed to articulating the events value further.
We then dug a little deeper into each stakeholder. The team wanted to understand the level of experience the stakeholders wanted. We asked the question, on a scale of 1-10 where would the stakeholder sit?

1= simple and accessible                   10= highly experiential/disruptive.

 

 

 

 

 

Then we performed a Presenter Intimacy Matrix, with one axis being up on a “Rockstar” i.e. up on pedestal, inaccessible, star power. Vs “Best Friend” intimate, reach out and touch them, like best friends sharing a coffee, being close to and getting to associate with the presenter.

 

 

 

 

 

 

 

 

What’s the Vibe? We listed words that speak to the feeling at the event.

From that activity and information, we identified our event narrative which was:

‘Go West offers event professionals in Western Canada the opportunity to come together to make meaningful connections, educate, elevate, and engage within a community. Presenting the Western Canadian region as brave thought leaders, actively embracing innovation. Leading the industry with smart, effective event design.’

 

Additionally, the goal for the producers was to grow the events stature, exposé, attendance and educational impact.

 

Achieving the narrative

To achieve this narrative we applied several design strategies in the main room, firstly we manipulated the shape to break the standard rectangular box. Creating a triangular shape with video screens and impactful draping. The shape served two purposes, firstly to focus attention on the main stage, and secondly, to envelope the audience as if the screens and drape were arms embracing them.

To reinvent the stage experience and to compliment the shape of the room, FMAV designed a diamond shaped stage allowing audience members closer access to the presenters while keeping the stage height above 36” in order to give the presenters an air of rock stardom.

Utilizing FMAV’s GeoMod Stage Set solution, we designed a maple leaf referencing our proud Canadian heritage. OneWest Event Design came to the party with mixed seating arrangements. Strategically placed to encourage attendees to interact with each other and connect with content and conversation outside of the onstage presentations.

To add to the sense of audience intimacy, FMAV designed a rigging plot that had truss lines raking down towards the back of the room creating lower ceiling, bringing an intimate mood to the audience area while keeping the main stage theatrical.

To accentuate the rake of the truss, tiered seating was installed at the back of the room, allowing attendees to get a higher vantage point, creating a unique experience.

 

Some small subtle technology choices were made to enable and enhance the attendee’s connection to the presenters. For example a robotic camera was positioned at the back corner of the stage near the presenter’s entry point, it allowed for a reverse angle shot capturing the presenters entering and exit from the stage. The shot choice in essence ‘broke the 4th wall’ showing the audience a part of the backstage experience of which most attendees are very familiar. It both humanized and energized the arrival and departure of each presenter.

The IMAG screens were portrait orientated to allow for a full body shot making the presenter 16’ high, enhancing the gravitas and feeding that ‘rock star’ esthetic.

 

 

 

 

 

 

 

 

All of this came together to achieve the event narrative with great effect. Allowing Timewise, FMAV, and OneWest Event Design to contribute in our own ways to create community, foster innovation and show our pride of Western Canada.

If you would like to replicate this success at your event and design amazing experiences for your audience,  connect with us now!

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Why Get Certified

Watch our Webinar replay featuring Elizabeth Nutting, CSEP and Joanne Rockwood CMP, CMM around certification and why it is important for your career as an event planner.

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3 Steps to Smarter Event Technology

With so much available in the marketplace, knowing what technology is right for your event, your organization, and your audience can be challenging.

At FMAV we know you want to be a respected event professional. In order to do that, you need the best audio visual event technology. The problem is understanding event technology can be overwhelming especially trying to decipher what solutions are best for your event. That’s why we have partnered with 5000 clients to design successful events by providing the right solutions that make sense.

Click here to download the guide!

3 fast tools to help with creative design process

1. Stakeholder Alignment Canvas Exercise:

Before you can design your event, you need to understand who you are designing for. The old saying, “You can keep some people happy some of the time, but not all people all the time” is very true. This four-step process map allows you to think outside of the standard financial and hierarchical stakeholder list and together agree which stakeholders provide the most impact.

Step 1: For 5 min and without discussion create a long list of all the people who could have anything at stake when it comes to the event. Stakeholders can be trivial to fundamental to the events success. Write them on sticky notes and put them on the long list section. As the writer sticks them to the Canvas they vocalise them so everyone can hear them. But no discussion or justification should be given.

Step 2: For 1 minute and without discussion take that long list and plot the stakeholders on the matrix, showing their level of power (can they stop the event from happening) and interest they have in the event (do they want to be involved in its design, do they need certain things to happen at the event for the event to be successful). After the 1 minute is up the team can discuss and debate the location on the Canvas, but for no more than 5 minutes.

Step 3: Stop the debate and ask the team to define and agree upon the overarching aim of the event. In a short statement what is the purpose of the event? What makes it successful. Once that is complete move to step 4.

Step 4: Re-evaluate the Stakeholder’s location on the Matrix referencing each against the Overarching Aim. This step will help you be sure the stakeholders belong in the top quadrant High Power and High Interest. These are the stakeholders we design for first because they provide the biggest impact and therefore value.

Stakeholder_Alignment

2. Retrospective Chart

This is a great tool to get the design team’s thoughts on previous activations. Allowing everyone to evaluate past activities and understand how they can be improved upon for the future. It is important that all activities during live events provide a return on investment. This simple chart helps align the team on the past and work towards the future.

Step 1: Write on the chart (or sticky notes) all the things that were successful at the event.

Step 2: Write on the chart (or sticky notes) all the things that were successful at the event.

Step 3: For every item plan a next action. Keep, Cut, Elaborate, Refine, Sideline.

3- Brain Buckets – Idea Prioritization.

The best brainstorming outcomes arrive when we put no constraint or feasibility on the ideas. A million-dollar idea that isn’t in the budget might spark a five dollar idea that is. Therefore, we always tell people there are no bad ideas and write them all down. However, presented with a huge list of ideas, it can be challenging to sort th

rough them. It is nessecary to evaluate them based on their importance and feasible taking into account time and budget constraints etc.

Step 1: Brainstorm a giant list of ideas (sticky notes) that can solve the event challenges you face. These could be technologies, décor, food or any other elements. Do not disqualify anything because of time, budget or difficulty.

Step 2: Take the notes and plot them on the Idea Prioritization chart or sort them into buckets based on Low Cost/Low Difficulty Low Cost/High Difficulty High Cost/Low Difficulty High Cost/High Difficulty.

Step 3: Discuss as a team which idea/s is the most balanced and which will return the best results for the cost and effort.

Creating Transformative Experiences.

Our industry has spent the last 5 years talking about how important it is to design experiences. This aim is undeniably true. However, it is time to shift the conversation towards how the live event experience we design can have transformational power.  Why is it important? Because the experiences that do not create behaviour changes yield little to no return on the investment.

Event attendees are demanding more from live events! We as an industry have been busy reacting to this by deploying new and innovative ways to appease them. We have activated exciting technologies like VR, AR and projection mapping with great excitement and “wow”. We have created fun game activations in to our tradeshows and/or foyers spaces. We have activated live engagement tools utilizing attendee smart devices. Chefs have been challenged to create new and exciting menus with innovative delivery methods, including projection mapping and interactive food stations.

But as we rush to appease our demanding attendees, forever desperate for the new “Wow” we have often lost sight of the opportunity to positively change the way our stakeholders feel, think, see, say and do.

 

Transform-events

The time has come for #Eventprofs to take the lead and shift the focus from the product and services to the outcomes we create.

That is the value represented in the way we change the world around us. The way live events contribute to the progression and evolution of our society. The hot topic raised at the Global Events Forum was commoditization of the events industry. A highly valuable topic, but arguably 10-15 years too late.

When Pine and Gilmore released The Experience Economy in the mid 1990s they stated: Businesses of the day are presenting a higher value product by attaching experience to their customer interactions.  They give the example of Starbucks, stating that people pay five times the cost for a cup of coffee compared to buying the bean from the supermarket or primary commodity producer. They pay more, because the experience they get in the store increases the value of the cup of coffee.  They extend that another level with the example of the $15 coffee available in the Piazza San Marco in Venice Italy. Making the bold claim that most people are willing to pay 3 times what they pay at Starbucks because the extraordinary experience they have in Venice. Sitting in that Piazza cannot be easily replicated. The experience not only stays in their memory, but forever transforms their feelings about coffee and that memorable (likely life changing) trip to Italy.

With the events industry’s battle against commoditization we must embrace this concept of value from the outcomes we create. Very few live event buyers can argue the cost if we, as event designers, can guarantee they will achieve the transformational behaviour changes required from their event.

I hear you say “But you’re a technology guy, why all this emphasis on designing for behaviour change? Shouldn’t you be pushing more technology instead.” The short answer is yes, I would love you to use more technology. But at FMAV we are firmly focused on only applying technology that is purposeful, intentional and informs or enhances the desired behavioural change. I recently presented to a large group of association professionals in Washington DC who were curious about the latest “wow” trends. I appeased their desire to see some case studies that showcased technology solutions, but only once they understood the reasons for those technology choices.

The way we align technology to the event narrative and how our solutions enhance storytelling has been fundamental to all our recent success in the event technology production industry segment. We have been digging deeper with client to better understand their behaviour change objectives. We have been asking them and helping the craft the experience and align it to their storytelling.  Technology’s place in the live event experience can be likened to a catalyst or engine.

 

The human experience is the most vital part of experience design. Therefore, as we design experience, we must treat technology as a tool that encourages and enhances the engagement and immersion the attendees experience. Never distracting the attendee from the message or the face-to-face intimate human experience, instead reinforcing it. But how do you not get lost in the myriad of solutions that exist in the technology world?  I challenge that we as design teams must have a firm understanding of the event narrative before we look for “Wow” technology.  Could we design live event experiences that utilizes the fundamental foundation of storytelling and insert technologies to enable engagement and immersion in the story?

 

Connect with us to find out how you can apply transformational experiences into your event.

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Why Get Certified

Watch our Webinar replay featuring Elizabeth Nutting, CSEP and Joanne Rockwood CMP, CMM around certification and why it is important for your career as an event planner.

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