Magic, Management, and Logistics
Magic, Management, and Logistics When I spoke at the National Logistics and Distribution Conference earlier this year, I was interviewed by Bob Bowman of SupplyChainBrain.com for an Executive Briefing video. The interview was recently published and they gave me permission to share it with my viewers on my YouTube channel. If you’ve ever wondered why and how I connect my performances with speaking on the concepts of leadership, management, branding, and corporate communication, you’ll enjoy this interview. You might want to pay close attention to the questions surrounding the issues of deception and “lying” to the audience, and how I can still use my kinds of performances to communicate meaningful messages to an audience. Enjoy!
4 Guidelines for Maximizing Attention and Retention at Meetings
4 Guidelines for Maximizing Attention and Retention at Meetings Okay, I’ll be the one to say it. If you want your meetings to be as effective, engaging, and memorable as they can be, then yes, there should be elements of creativity and fun in the mix! Whether you’re a corporation, association, or even a government agency, your meetings have a return on investment – derived from both attention to and retention of the content. That return will ultimately be greater if you give your attendees a combination of tension and release in their experience. That tension and release may include a segment or two which are lighter on pure content than the other segments, but those kinds of segments can actually increase the overall impact of meetings. Relevant Fun Has Real Value We’ve all seen the news. We know that the degree of scrutiny applied to meetings, events, and conferences – especially when funded with taxpayer dollars – seems to be at an all-time high. Last year brought plenty of controversy surrounding conferences by the GSA and the NOAA. Since then, the IRS has come under fire for a number of comedy videos produced for and shown at training events and conferences. Some outside speakers who were hired to speak at those meetings are also being criticized on the basis of their content or fees (often by commentators who have not researched the question of whether fair value was actually delivered). How can we make sure we are using creative segments effectively and maximizing our audience’s attention and retention? Here are four useful guidelines. 4 Guidelines for Maximizing Attention and Retention at Meetings Chunk the content. No, not out the window – into segments! Include breaks for the mind as well as for the body. People engage more, learn more, and retain more when they are given the breaks they need to process information most effectively. A coffee break between morning sessions is good, but an outside speaker or entertainment segment that can build on the underlying concept in a unique way could be even better. Every other form of storytelling – film, theatre, television, etc. – makes use of rising and falling tension in order to bring intensity to the key content. Your graphic designer will tell you that white space matters. In the same way, your conference days can and should be intense and focused on objectives, but pummeling an audience with heavy content for hours will not result in increased retention. In fact, it reduces the ability to remember what happened at all – and that’s certainly not good for ROI. Link creative segments to clear objectives. Give creativity a chance to flourish with outside speakers and activities, but be prepared to link them to objectives. Check out my article on “Culture Building versus Teambuilding” for a framework that you can use to understand and explain how different activities and speakers are supporting your organizational objectives. Sure, some team-building and culture-building experiences can be trivial, but some are effective and meaningful. Meet with providers by phone, video conference, or in person to discuss your meeting’s real business objectives. Do they have credible tie-ins to support your objectives? Compose the snapshots yourself. At the risk of using campaign terminology, just remember that optics matter, whether it’s fair or not. Who’s standing on the platform matters, as does their billing in the agenda, the content of their bio, the look of their promo, and what they’re wearing on the stage. You have to ask yourself, “What will this picture look like on Facebook?” Here’s a hint: Advise attendees that you are taking professional photographs (hire a photographer!) and that you’ll be sharing them on your event page, Facebook page, or other online gallery for them to download. Take the initiative to provide the photos, and you simultaneously gain the ability to control which images from your event are in widest circulation. Go deeper than a meeting theme: Create a meeting narrative. We’re in a new day, and you need more than a theme whose only purpose is to explain your decorations. You need more than a catchy phrase to put on the welcome sign in the lobby and on the cover of the program. You need a narrative. You need to tell your attendees – before, during and after the meeting – how to describe the experience. And like an effective speaker uses cues during a presentation to help the audience understand the roadmap of the presentation, your meeting needs to be structured so that every attendee can describe the roadmap of that conference. Your opening session each day should lay out the overarching objective of that part of the journey, and your closing message should reinforce to attendees their success in getting to that spot. The story of the conference has to be told in every communication, from registration to post-conference follow-up. In Conclusion… With carefully spaced content, creative but relevant segments, careful attention to the visuals, and a narrative that your attendees can understand and communicate, you give your attendees a framework on which to build their meeting experience day-by-day. That’s an immediate benefit for comprehension and retention. Another lasting benefit, though, is that you make it easier for them to retain and articulate that experience and its value long after the meeting is over.
When Scrutiny Becomes Prejudice
When Scrutiny Becomes Prejudice Recently I heard a local radio personality – a man with whom I usually agree – engage in such intense scrutiny of a news story that his objectivity audibly turned into prejudice. He discussed wasteful, extravagant government spending and pointed to numerous government conferences as the source of some of his disgust. Frankly, I was with him up to that point. But then he and a reporter went down a cherry-picked list of expenditures, giving short descriptions of conference sessions and the price tags associated with them. “Four 90-minute sessions on crisis leadership” – followed by a fee. Some other sessions with more creative, even fun titles were subsequently laughed “at,” not laughed “with.” Neither man managed to ask what is obviously the critical question: Was the value of the session worth the cost? Don’t Judge a Fee by Its Label A number in the tens of thousands for a handful of breakout sessions at a conference may sound like a lot of money for a few hours in a training room, but the broadcast mock-fest completely ignored the amount of preparation and expertise that goes into creating, developing, researching, and preparing solid content and skilled delivery. There is a lot of time, effort, education, expertise, and experience that goes into that number… hours, months, and years that far surpass the mere minutes on-the-ground in that training room, on the platform, or on the stage. [pullquote align=”right”]”Nobody asked him what his hourly rate would be today if divided into the fifteen hours per week he spends on the air. But if he were being attacked in that way, he would rightly object…”[/pullquote]It is interesting to note that nobody asked that radio host what his salary was. Nobody asked him what his salary was when he was a CEO. Nobody asked him what his hourly rate would be today if divided into the fifteen hours per week he spends on the air. But if he were being attacked in that way, he would rightly object to the positioning of his work as taking only that many hours per week. He would argue that there’s a lot more work going on than what you hear behind the microphone. He’d argue that the reason he’s there at all is because of the cumulative value of his experiences in his life, as a corporate leader, political figure, and radio host. He would argue, in short, that he’s worth it. So would every caller who phoned in to join the angry refrain. Without any facts to the contrary, I wouldn’t begin to dispute the work value of any of those callers, or the value of that host as a radio host or as a CEO. In fact, I am a supporter of free market, no-limits salaries for a corporate leader or anyone else who has great vision, great skills, and who brings great results. And no matter who is paying for that value, if the value is earned then it shouldn’t be mocked. If the value isn’t earned, it should be stopped. But the transaction should not be prejudged and ridiculed without even attempting to understand the value exchanged. That is absurd. [pullquote]”A transaction should not be prejudged and ridiculed without even attempting to understand the value exchanged.”[/pullquote] This radio host – and others belittling the value of live speakers and trainers at live conferences – should pause and give those professionals the opportunity to make the same case they would make if their own compensation were put under a microscope for the world to see. Are you worth your keep? Frankly, we speakers and entertainers ARE worth it, or at least some of us are. We certainly ought to be evaluated and held to high standards, but our value should not be dismissed or mocked because of a creative session or program title in a 24-character field on a spreadsheet somewhere. High Fees for High Value are not Wasteful Let’s be clear. Nobody thinks excessive or wasteful spending is a good idea, particularly when you are dealing with public funds. There should rightly be a higher standard when the taxpayers’ money is being spent, and those expenses should never, ever be treated lightly or frivolously. (In all candor, it’s an unfortunate double standard that the intense scrutiny used to evaluate spending of thousands or tens-of-thousands in these cases is not applied to the spending of billions and hundreds-of-billions in other cases, but that is a discussion for another place.) So let’s accept the shared understanding that wasteful spending is bad. With that as a starting point, I offer this challenge to my colleagues and peers: [pullquote align=”right”]”We need to stand ready to push back when unfair preconceptions of our value are thrust into the public debate.”[/pullquote]Fellow meeting industry professionals – planners, vendors, speakers, performers, hoteliers, and others – we need to stand ready to push back when unfair preconceptions of our value are thrust into the public debate. We should prepare beforehand to be pleasant, well-informed, and steadfast advocates for the value we deliver. There is no reason not to stand in defense of the creative or even unorthodox elements of our meetings that may be fun, social, entertaining, or otherwise non-technical, armed with the knowledge that such segments, used effectively, add real value. Whether paid with private or public funds, a truly high value merits a high fee. Will there be arguments or debates about the value? Sure. But let’s not start with the assumption that any entrepreneur who comes up with an engaging title or structure for his or her presentation is automatically suspect simply because there were four, five, or six digits on the check they received. You cannot fairly label that fee as unreasonable unless you have given their content a fair evaluation, and that didn’t happen in 5 minutes on a radio show. Speakers and entertainers, are you prepared to justify your value? Planners, are you organizing your conference so that you
“Now You See Me” Meeting Moments: Wow!
“Now You See Me” and Amazing Meeting Experiences: Here are 5 Budget-Conscious (and Completely Legal!) Ideas for Your Next Meeting or Corporate Event In Now You See Me, Louis Leterrier’s latest film, a team of four young illusionists use their talents to pull off a series of glamorous, incredible robberies—often in front of a large audience. Even if you haven’t seen the film, you’re probably familiar with the scene in the trailer in which the team showers their audience with money. Can you imagine doing something like that at your next conference? You’d be talked about for weeks, and you’d undoubtedly be filled to capacity at your next event! Realistically, most event planners don’t have the budget for dollar-bill confetti. But that doesn’t mean you can’t make your next meeting an amazing experience for your attendees. Instead of showering your audience with cash, why not consider showering them with a few unique experiences instead? Five Easy “Wow!” Moments for Meetings Inside Information People are curious by nature, and even the most disengaged audience member may feel special if she’s given the inside scoop. Offer your audience a behind-the-scenes look at how the convention was planned or how the business is run. Provide a brief case study detailing how a recent decision was made, or have key members of the team speak about their daily activities. Honest, personal stories and a little vulnerability here can go a long way. Unexpected Fun Maintaining audience engagement can be difficult, especially after lunch or on the second or third day of a conference. A surprise addition of some type of activity, entertainment or celebrity can liven up an otherwise dull afternoon. Just make sure you know your audience and choose something that will appeal to them. It’s even better if you can find a speaker or entertainer who can create a wow-experience that is both entertaining AND relevant! (By the way, if you are really into the idea of magic and wow, I just happen to know someone who can help you with that immediately.) Found Time If you announced to your coffee-chugging attendees that activities would be starting one hour later tomorrow morning, do you think they would be pleased? What if you told them that this afternoon’s activity was designed so they could complete it at their own pace, then take the rest of the afternoon to explore the venue? Do you think they’d return the next day with renewed energy? Time is our most valuable resource, and people especially love found time. Just remember to plan your found time within the daily schedule, not on the outer edges of the schedule where it affects travel plans. Comfort Food As much as people love found time, they often love free food even more. So spring for an ice cream break! There are very few meetings that cannot be improved with an ice-cream sandwich one afternoon. Hidden Goodies By now, everyone’s familiar with the “hidden envelope under a seat” type of surprise give-away. This is great for the person who wins the $50 prize, but what about everyone else? Instead of – or in addition to – giving a big prize to a single person, consider other giveaways that include everyone. What if a QR code on the back of everyone’s badge led to a web page with giveaways or coupons for local eateries or coffee shops? You could also hide a link, QR code, or special communication somewhere in your registration materials. This hidden communication can lead to a scavenger hunt, a secret activity, or some other bonus reward for the curious and proactive. Don’t spoil the surprise by pointing out the giveaway, either — let the curious people find it and build excitement for you. When you’re planning an event, don’t just give your audience what they expect. Instead, give them something they secretly think they deserve, but never thought they could have. In so doing, you’ll be giving your audience an amazing meeting experience that truly goes above and beyond.
Meeting and Event Planner Personality Types: The Exorcists
This week we wrap up our exploration of meeting and event planner personality types. Last week we discussed the Expanders. Today: The Exorcists! Exorcists like to ask the question, “How can I just end this and avoid another horrible experience?” An unfortunate third possibility is that a client has worked with another provider in the past who delivered a low-quality program that did not inspire confidence in future use of mystery entertainment at all. They are the “Exorcists,” and they are actively excluding magic from consideration in their events. It’s not quite casting out demons, but this client has been burned by a bad experience and understandably wishes to avoid that in the future. Strangely, after a planner has a bad experience with a caterer or vocalist, he or she will not swear off caterers and singers forever. With magic, though, the fact is that a poor performer creates an obstacle that can be difficult for other providers to overcome, regardless of quality. While it can be a challenge to get in the door, these clients can become some of your most vocal cheerleaders when you deliver a successful new experience to overshadow the old. In future articles I will discuss a variety of creative ideas for incorporating magic and mentalism entertainment into different corporate environments. Planners who fall into each of the categories above will find ideas and insights that can help them use corporate magic, mentalism, and (sometimes) message-driven entertainment to ensure the success and lasting impact of their events.
Meeting and Event Planner Personality Types: The Expanders
This week we continue our exploration of meeting and event planner personality types. Last week we discussed the Explorers. Next up: The Expanders! Expanders like to ask the question, “Where else can I use this idea?” Another possibility is that a client has worked with a magician or mentalist on a previous event, but the client is only familiar with that single aspect of how mystery entertainment can be integrated into multiple parts of an event. The previous entertainer may have delivered a quality show for one venue, but did not indicate a level of versatility or creativity in providing a broader range of experiences. These planners are “Expanders,” ready to expand their understanding of what magic performance can bring to their events. Expanders are often enthusiastic about magic, and are excited to hear different ways that they can create exciting, high-impact experiences for their audiences. These clients are anxious to hear success stories about how a different approach worked at other events, and if you have a creative twist on that idea for them, so much the better! The risk, of course, is that given the open mind of an Expander, the over-enthusiastic provider will conclude that he has a hammer and the event is comprised of nothing but nails. Sometimes the Expander gets in on this game and also wants to add magic to every single element of the event. Experienced planners and providers will resist this temptation. Less is often more. Next week: Exorcists!
Meeting and Event Planner Personality Types: The Explorers
Event Planner Personality Types: The Explorers When meeting and event planners are considering magical entertainment or magic-enhanced keynote speaking as a possible addition to their event, they are often venturing into unfamiliar territory. Though every situation is different, my experience is that most event or meeting planners who are considering a magical speaker or entertainer fall into one of the following three categories: Explorers, Expanders, and Exorcists. Each group is asking a different kind of question. Explorers like to ask the question, “What new thing can I find?” The first group of clients are those who have never have worked with a professional magical entertainer in any venue. Many times, these people have either devised a magic theme themselves, or they have been presented with an event theme (“The Magic of…” or “Vegas Night,” etc.) decided upon by their team or another event planner. In the case of un-themed events or events without a specific magic theme, the use of a magician, mentalist, or magical keynote speaker has usually been recommended by another planner. (And if you ever wanted a short summary of my business model, that’s it.) I find that these Explorers – companies, groups, and planners – are usually wide open on the creative side of applying magic to multiple events during a conference, though almost always with a careful eye to budget constraints. These clients value experience, creativity, and cost-consciousness. It’s a new world for them, and as a performer I appreciate the trust that these clients place in me to be their guide and navigator. Being the initial experience for an “Explorer” is also a big responsibility, because the result of this experience will transform this client into one of the other two types – either an Expander or an Exorcist. It’s important to dream big and deliver for these Explorers, but it’s equally important to be realistic about what you can really do well and where your expertise lies. Stretch your skills, not the truth. Next week: The Expanders!
