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 .