Why Events Still Matter

• Environment: There are three principal characteristics of face-to-face interaction—environmental conditions (the “where”), physical characteristics of the communicator (the “who”), and behaviors of the communicator during the interaction (the “how”). Research into nonverbal communication has shown that environmental factors—like furniture, architecture, décor, lighting, color, and temperature—affect the behavior of the communicator and the audience’s impression of an event. Often there is very little meeting planners can do about the “who” at events as the person speaking is likely to be a company executive, but the “how” and the “where” offer a large and important opportunity. One way to boost the “how” is by allowing audience members to engage in experiential learning—the process of making meaning from a direct experience. The best event engages the audience with interaction in an environment that’s relevant to the message and that allows people to learn though hands-on activities, discovering insights for themselves through the stories and experiences that you create.

• Communications Channels: Today, particularly in the midst of a difficult economic environment, events and exhibitions provide vital communications channels.

These channels should be:

1.Ongoing: Along with online conversations, marketing efforts, and internal communications, events are components of continuous dialogue with your audience.

2. Aligned: Events have to prove to your audience that your internal and external conversations are one and the same.

3.Collaborative: Every aspect of your events should provide the audience with the means to contribute and collaborate—to participate in a way that makes them comfortable.

4. Responsive: Your audience should see and appreciate that you are listening and adapting to their input and involvement as things change.

5. Responsible: Every physical expression of your enterprise should make the greatest impact with the minimum material and fiscal consumption.

Companies that will flourish are those that meaningfully, honestly, and continuously communicate with their clients and their employees.