Creating the optimal delegate experience – Part II

In our first post, Creating the optimal delegate experience – Part I, we spoke about how important it is to create the optimal delegate experience. We mentioned your website being an essential first port of call that makes it easy for potential delegates to find out about, choose and pay for your event. We also highlighted how important it is to run a smooth and seamless registration process that welcomes delegates warmly, efficiently and sets a professional tone from the get-go. Impeccable time management during the event extends this professional experience.

So, what else should you be thinking about? Here is our second set of tips, based on (almost 30!) years of managing events both large and small.

Consider investing in a professional Compere or MC for your event. A good MC pulls out key threads from sessions and weaves one session into the next, aligning your sessions to an overall theme or impact, and conveying special messages you want your delegates to remember. They usually introduce speakers (reminding the audience of how fantastic your line-up is) and can manage delays or other unforeseen circumstances with humour, keeping the programme running smoothly.

Research shows that music can elevate mood. That is because when you listen to music, your brain releases the feel-good neurotransmitter, dopamine. Apart from the emotional boost, there is also evidence that music prompts a jump-start on cognitive tasks and those tasks that require creativity. What’s more, if you don’t play the music constantly, but periodically at intervals, like we can do at conferences, alertness is increased.

Playing background music in-between sessions also acts as a signal for when a session is about to start, as the music stops, or a signature piece of music starts. Consider using a piece of music that becomes a hallmark of the event, such as an intro piece that is distinct each time a new speaker comes on stage. Make it upbeat and energising. Delegates will soon learn the show is about to start. Music without lyrics is best, say the experts.

Create a sense of busyness and ‘fullness’ in your event sessions by taking control of the seating in your conference rooms. You want to enable interactive conversations with each other and with the speaker. Fewer delegates dispersed over a large area make the room feel empty and flat.

Tape off the last few rows (easily done with a metre length of masking tape from chair to chair so delegates cannot enter the back rows), and guide delegates to front rows first. Don’t be afraid to move delegates either. After all, you have their best interests at heart. Keeping a few back rows free also allows for late entrants to squeeze in and seat themselves without disturbing the speaker.

“Flawless service is not about doing personalisation. It is about doing it right.” – Brand Quarterly – Holy Brand Experience

Within our commitment to making things extra special for delegates, we can get carried away. What matters most, first, is that we get things right. Aim for flawless service in the essentials as your starting point, transforming typical pain points into frictionless, delighting touchpoints. And when that’s in the bag, move onto creating meaningful moments that leave a lasting impact.

Talking about that lasting impact, factor in the ‘peak-end’ rule. Customers tend to judge an experience based on its peak and finale. Consider the peak point of your event, for example, an exceptionally themed gala or awards dinner, and the last experiences of your event.

How does the conference close? When are delegates likely to start ‘checking out’ of your event? What can you factor in, to let them walk away with an emotional connection to the event, and the associated increased brand advocacy, referrals and loyalty?

Pave a solid path towards a ‘must-attend’ badge for your event. Use our two blogs as a checklist when planning, and start the planning early.

Here’s to optimal delegate experiences!

If you would like assistance with your next event, schedule a chat with us. We’ve been in the Professional Conference Organising business for a long time. We also offer Rescue & Advisory services for when things are not going to plan.
Contact us today: https://www.ripcord.za.com/about-us/contact-us