Conferences are an overwhelming rush of discussions, presentations and educational sessions -among others-. This flux of information makes it hard for delegates to focus their attention and allocate enough time on what truly interests them, let alone its impact on actioning their learnings. Often, the post-conference time-frame makes it nearly impossible for attendees to implement what they learned back at their workplace. All those engaging discussions, interactive workshops and inspiring presentations become a memory, when they could have potentially turned into actionable plans.
So, action can be what makes your conference stand out and this is where your competitive advantage lies.
Facts and data vs actionable insights
Figures and data are great to know. However, their true value shines once they are applied in order to address specific business needs and objectives. Understanding those data and their context, as well as translating them into strategies is what drives decision-making.
Increasing Return on Investment for your delegates start with the way you frame the entire conference life-cycle. ‘Taking action’ should be the overarching theme of the conference and all elements should circle around it. From using active language and encouraging speakers to help delegates create action plans after the presentations, to developing a communication strategy that turns attendees to participants, it is imperative to instill a participatory mindset. And the focus on action should start from the early registration stages and continue onsite, too.
Tips to spark action
- Set expectations – make sure your delegates know in advance that the conference is more than a two- or three-day experience. Let them know that it can mark the beginning of new strategies and approaches.
- Avoid passive language – action should be consistently incorporated into all your communications. It should be highlighted in your pre-conference emails, in your programme app, during presentations and in your post-conference content dissemination.
- Link all conference elements with actionable points. Make it part of the culture.
- Allow for some time to develop an action plan
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