March 2017 New Model 21
The rise and rise of the flexi-congress
Association meetings need to change to meet changing requirements of delegates, regulations and remote delegates, says Damian Hutt
There are three key areas that are really changing when it comes to association events and challenges we are facing: the rise of the remote delegate; the need for a new breed of speaker or facilitator; and changing financial models.
The rise of the remote delegate When it comes to the remote delegate, it is no longer enough merely to webcast and record the live event in its original format. This is something we have seen through our own events and reviewed with our members through case studies. There is a growing expectation of a bespoke platform for engagement; a Twitter feed simply will not cut it any more. Remote delegates expect an integrated platform where they can interact real time with speakers, content and other delegates. To facilitate this effectively requires detailed planning and a new breed of speaker or facilitator, dedicated to the remote audience. The content needs to be adapted to account for remote delegates, taking into account a number of factors. With a prepared speaker or facilitator, relevant content can be added in real time, for example a relevant document or web link, or event prepared in advance. This level of detail can really help the
Damian Hutt, executive director of the Association of Association Executives
remote audience to engage and feel part of the event. It’ s essential to plan content and communications to cater for both on-site and remote delegates. Allowing for different time zones, for example, is something we have learned. Your coffee break may not fit with where a delegate is tuning in from. Alternative content may be needed during those sorts of sessions. Some associations are leveraging the‘ hub’ approach which can work well, creating multiple live events in different regions and connecting via webcast.
The importance of professional facilitation
There is a lot of discussion in the events world about different meeting formats and pressure to explore new approaches. Yes, it can be good to look at different room layouts, but for me the key thing is to consider people grouping and professional facilitation. I believe that you should choose the format according to the type of information you are providing. For example, sessions covering strategy or keynotes are best delivered in a more traditional, lectern format, while more process-driven sessions involving teaching and listening work better in round tables and classroom style.
What is key, in our experience, is to get individuals with similar challenges or organisations grouped together. This is most productive for everyone and creates a better learning experience as the content of the session can be more tailored and there is better peer-to-peer learning. Having a professional facilitator can make this simple and effective.
Adapting to new financial models Associations need to adopt much more robust sales and marketing practices than ever before. It’ s essential to have professional sales support and a CRM system these days if associations want to engage effectively with sponsors and secure ongoing revenue streams. Sponsors are increasingly looking for year-round engagement, not just a one-off at an event. New models are emerging, especially in the field of pharma with compliance changing the game significantly. We will see an increase in this compliance approach across related medical sectors beyond pharmaceutical and associations will need to adapt their financial models accordingly.