Creating the Optimal Delegate Experience - Part I

What kind of experiences do delegates have at your events? Are you proud of what they experience? What do they think about you, your company and your brand, as a result of those experiences?

Truth be told, there are many things that can go wrong at an event. At Ripcord Promotions we have been producing events both large and small for over 27 years. Trust us when we say that very small details unattended or haphazardly managed can end up denting a perfectly planned, well-resourced event. And what's more, impressions stick. The good news is that if you make an incredibly positive impression with a seamlessly run event, people will talk about that positive experience. But the opposite is also true, poor impressions spread like wildfire, and they can leave a lasting impact. In this blog I look at some of the risks we face at events, but I am going to consider each one as an opportunity to create the optimal experience for delegates.

So, how do you create the optimal delegate experience?

1. An informative, easy-to-navigate website
   

   Your website is one of the first places that a delegate can start to experience your event, so make it count. You can add a page to your main website, or create a separate website for the event. Websites provide detailed information such as who should attend the event, where it takes place, what is in the programme, what it costs, where to stay and how to book. They attract sponsors, partners and speakers, offering a dedicated URL to promote the event across social media channels. Your website can also host an automated delegate registration process, and link to other sites of relevance such as places to stay or activities within the area.

   All too often, websites make delegates work too hard to find the information they need to expedite their decisions. Consider using a professional web designer who can advise on the user journey and create a website that is brand aligned and reflects the start of a professional and enjoyable experience.

   One last point, please don't forget to update your website, especially if you run an annual convention or event. Nobody wants to see all the details for an event from last year, as if it is still to happen!

2. Get accommodation bookings right
   

   Have you ever arrived at a residential event only to find that your booking does not exist, has been changed, or is now for your account when it should not be? Please don't start the event by making delegates worry about where they will be sleeping that night. Ensure that you have an effective and clear process in place to manage accommodation bookings, or work with a Professional Conference Organiser to manage this process for you.

3. A quick, easy and professional welcome – the registration process
   

   There is nothing worse than arriving at an event to face long queues that are slow to move. Make sure that your staff are well trained on how to work with the systems you have in place to ensure efficient and quick registrations, and that they understand the importance of a smiling and professional welcome to your event. Pre-pack delegate bags and print name badges in advance to speed things up. And make sure that your registration desk is close to the main entrance. This sounds obvious but doesn't always happen. Your delegates should be able to find where they need to be easily, without getting lost, so ensure ample signage is in place.

4. Impeccable timing through good planning and management of the progamme
   

   Respect the time delegates are committing to your event. Provide sufficient comfort and lunch breaks, but don't make them so long that your delegates get sidetracked and engagement and momentum are lost. Think carefully about everything that needs to go into the formal and social programme, and ensure that your delegates have enough time to get from one venue to the next, especially at larger venues such as Sun City.

   A programme that is managed to time conveys respect or a lack of respect for your delegates. Starting or finishing late eats into break time and should always be discouraged at events. Formulate and implement a clear strategy to manage the programme to time, including being specific about who carries out what elements at a granular level. Allocate a host to each conference session to flag to the speaker that they have 5 or 10 minutes remaining. That host should be confident enough to step in when the speaker has run over time, and help them wrap up the session. We all know how passionate some speakers can be! Ensure that programme timing is widely available and easily accessible in the event main areas, and consider using an app for your next event, replacing some of that printed matter that often ends up in the bin.

   In Part 2 of this blog we will tackle a few more excellent opportunities to create an optimal delegate experience. Until then, remember, repeat business is good business, and you secure repeat business by creating optimal experiences. 

   If you want to know more about the Professional Conference Organising Services we offer, please contact us. We also run feeds of content related to business, events and conferencing on Facebook here: https://web.facebook.com/RipcordPromotionsPCO/