Conference News July/August 2017 - Page 33

33 Engagement Memories made of engagement Worcestershire-based agency Top Banana’s client services director, Jemma Peers, gives her top tips on delivering events that will engage an audience from start to finish. t is impor tant to engage an audience rationally, so they leave understanding what they need to do differently - and emotionally - so they believe in the strategy and are motivated to go out and do their bit to deliver it. Here’s five key tips: 1. Recognise the audience mindset Find out what’s on your audience’s mind ahead of the event to inform planning. There are plenty of straightforward ways to do this: surveys, face-to-face discovery sessions … there’s a long list of options. The important thing is that you do it one way or another, because it’s essential to understand what’s preoccupying them and address it before moving on to the rest of the agenda. 2. Listen to your audience Establishing what’s on your audience’s mind is only half of the story; demonstrating that you’ve listened and are continuing that listening process is essential to engagement. Listening is essential to good leadership and to building trust, so it should come as no surprise that listening is also an important step in engaging an audience in the live event arena. Creating plenty of opportunity for two-way dialogue, encouraging feedback and providing honest answers to questions should be integral to your event design. We recently delivered an event where the whole leadership team took to the stage for a lively and engaging Q&A session. The host was starting to get people excited about where the company is going, what their role will be and how that could feel. a character with the confidence to push the team further than anyone could have imagined. In between asking incisive questions, he performed party tricks, asked leaders to tell jokes off the cuff and generally mixed things up, all the while getting the audience’s questions answered live in front of 450 people. It was an energising, democratic session. Jemma Peers 3. Create moments to remember When events surprise and delight us, our brain remembers that. It’s important for an event to create memories for delegates, to make them laugh and sometimes make them cry, to be inspirational or to be motivational. Memory moments are when we create an impact with a delegate by doing something unexpected. These moments build engagement and confidence by 4. Involve delegates in the learning Endless presentations of slide decks packed with stats simply don’t cut it. Of course, there are times when you’ll need to put information up on a screen … but engaging your audience emotionally and rationally with messages is essential if you want them to know, feel or do something new or different. Put learning in their hands and you won’t be disappointed with the outcomes. Case study example: Virgin Media Business used a mass team break-out for 450 people to build knowledge, demonstrate desired behaviours and improve collaboration across the business. Activities included building giant Jenga towers to improve cross-team working, a blindfolded obstacle course to engender trust and a giant Customeropoly game to improve customer insight. 5. Provide an immersive experience Use carefully crafted films to capture your audience’s imagination and immerse them from the get-go so they’re primed ready to listen to the important messages. An emotive opening film should set the scene for your event, tee up key messages and give everyone a taste of what’s to come.