Memorable Events Experiential Events

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Memorable Events Experiential Events

• Richard John
• RJA GB Ltd
• (contact_at_rjagb.com)

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Relax.

• We think at 10 000 wpm
• We read at 5 000 wpm
• We type at 15 wpm

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Agenda

• Memorability
• Choosing Your Event Medium
• Choosing Your Communication Medium
• Making it Experiential
• Delighting Delegates in situ
• On stage, on show
• Gaining long term commitment
• Maintaining momentum

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Thought

• If you keep doing what youve always done,
  youll keep getting what youve always got. (Zig
  Zigler)

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Its memorable because I

• Had an entertaining time
• Had an awful time
• Felt inspired to do something new
• Learned new stuff that enriches my life
• Felt valued by my hosts
• Had an experience that I can still recall
• Did something I feel great about
• Changed my approach, my attitude and/or myself

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Thought

• The difference between education and experience
  education is what you get from reading the small
  print, experience is what you get from not
  reading it. (Anonymous)

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Choosing your Event Medium

• Are you aware of ALL the choices?
• IS your product/service/brand strong enough to
  support an event?
• Is history getting in your way?
• Are you acting as an event consultant?
• Is saying no a reasonable option?

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Thought

• If all you have learnt to use is a hammer
  everything looks like a nail. (Anonymous)

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Exhibitions - Trade Public
Seminars
Cultural Events
Parties
Events The Choice
Workshops
Congress Conventions
PR Events
AGMs
Pop Concerts
Product Launches
Roadshows
Sports Events
Field Marketing
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Making it Experiential

• Definition of experiential
• Whats the style?
• Is it right?
• How would we know?

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Sense Research

• Sight 37.5
• Smell 31.5
• Sound 10
• Touch 12.7
• Taste 8.3
• (Nomadic Display, 2005)

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Thought

• You cannot teach people anything. You can only
  help them discover it within themselves.
  (Galileo)

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Generating New Ideas

• The pace of change
• Learn creative skills
• Absorb and apply from everywhere
• Find others in your place (e.g. IMEX)
• Remember the WIIFM factor
• Be ruthless with event assessment

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Retention Rate of Learning

• Listen 5
• Read 10
• Listen and see (AV) 25
• Demonstration 30
• Discuss 50
• Do 75
• Teach someone else 90

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Thought

• We do not think in a linear, sequential way, yet
  every body of information is given to us in a
  linear manner. Every language structure is
  basically linear we are taught to communicate in
  a way that is actually restricting our ability to
  think. (Richard Saul Wurmann)

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Consequences

• Time
• Content
• Reception
• Review
• Memorability

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Thought

• Trying to learn without reviewing is like trying
  to fill the bath without putting the plug in.
  (Mike Hughes)

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Delighting Delegates in Situ

• Looking for the surprise
• Appealing to all 5 senses
• Understanding areas such as accelerated learning
  (Lozanov)
• Understanding basic psychological models
• Being different, and taking risks

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e.g. The Handset
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Thought

• What I hear, I forget, what I see, I remember,
  what I do, I understand. (Anonymous)

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From Passive to Active

• Participation
• Disagreement
• Negotiation
• Retention
• Empowerment
• Entertainment
• Celebration
• Direction

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Thought

• Many ideas grow better when transplanted into
  another mind than in the one where they sprang
  up. (Oliver Wendell Holmes, Jr)

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On Stage, On Show

• Presenters style over content

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Thought

• Don't try to teach a pig to sing. It's a waste
  of time and it annoys the pig. (Anonymous)

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On Stage, On Show

• Presenters style over content
• The incongruent presenter

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Body Language

• Words 7
• Tone 38
• Body Talk 55

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On Stage, On Show

• Presenters style over content
• The incongruent presenter
• Involving delegates

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Thought

• The mind is not a vessel to be filled but a fire
  to be ignited. (Plutarch)

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On Stage, On Show

• Presenters style over content
• The incongruent presenter
• Involving delegates
• Understanding PowerPoint tricks

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A Few PowerPoint Tricks

• 30 Return
• B or W
• A
• CTRL P
• CTRL A

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On Stage, On Show

• Presenters style over content
• The incongruent presenter
• Involving delegates
• Understanding PowerPoint tricks
• Comfortable but not too comfortable

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Thought

• The mind cannot absorb what the seat cannot
  endure! (Jenny Madden)

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Gaining long term commitment

• Have you
• Stimulated, Coached, Motivated, Educated, Upset,
  Rewarded, Entertained, Challenged, Bribed,
  Cajoled
• Me?

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Thought

• What gets measured gets done.What gets measured
  and receives feedback gets done well.What gets
  rewarded gets repeated. (Anonymous)

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Maintaining Momentum

• Memory and retention
• Primacy and recency
• Remind me
• Am I reliving the experience?

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Thought

• Give a man a fish and he will eat for a day.
  Teach a man to fish and he will eat for the rest
  of his life. (Chinese Proverb)

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Conclusion

• Make sure youre doing the right event for the
  right reason
• Events dont exist in isolation think harder
  about the before and after
• You know, deep down, what memorable means
• Is it experiential? Does it feel alive?
• If your event doesnt change something, dont do
  it!
• Remember its better to ask for forgiveness
  than permission

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Thought

• To know, but not to do, is not to know.
  (Chinese Proverb)

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Action

• Make IMEX your case study
• Review your last event brutally
• Call five delegates and ask what they FELT
• Review this presentation with your colleagues

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Memorable Events Experiential Events

• Thanks very much for your company
• Richard John
• RJA GB Ltd