Superpower Secrets from Industry Superheroes
Few meeting planners would argue that Green Lantern, Green Hornet, Thor and all the X-men/women would make welcome additions to their fast-moving teams right now. In fact, just discovering a lone superpower would be most welcome to combat the dastardly evils of longer days and shorter resources. Certainly one coveted power would be the ability to instantaneously resize staff, venues, budgets, imagination and insight. Alternatively, some planners might even trade vacation time for the ability to read top brass’ thoughts. Although there is no app yet for these highly desired controls, planners do have within their smart phone and smart network’s reach, the ability to connect with astonishingly gifted event industry superheroes like the ones below. These industry pros have generously divulged enough secrets and tips to launch a league of extraordinary events.
IMAGINATION SENSATION
Heroine: Dianne Budion Devitt
Title/Company: President, DND/D3Dimensions
Coordinates: New York City
Superpower: Event-Space Shifter
Dianne Devitt is a 20-plus-year veteran wonder woman of the meetings industry, an innovation luminary and venerated speaker/presenter at the industry’s top conferences—this June she shared her insight on creativity at AIBTM. Her much-anticipated new book, What Color is your Event?, has just been released and is available via Amazon. Known for her irreverent approach to ingenuity, Devitt shares her secrets for capturing attendees’ imaginations at events. “Create an instant visual dynamic and surprise element that immediately invites the attendees to feel like they are in a safe and secure place to network and interact with one another.” Her strategic approach includes making use of what she calls “event enhancers,” tools that incorporate props and other design elements, such as food, music, décor and entertainment, which allows everything to flow, blend and enforce the marketing message.
Devitt recently produced an annual client event called Rendezvous with Sheraton New York Hotel & Towers for Starwood Hotels and Resorts. As Starwood invites its top 300 customers from around the world to be at its hotels for three days, the kick-off function has a responsibility to set the tone and create enthusiasm and anticipation for the entire event.
“The design strategy was influenced by the criteria that we repurpose the rental furniture and provide floor-plan layouts to be used over two half days for seven food functions,” Devitt says. She points to the strategic importance of lighting and creating special moments, such as revealing a wall of desserts housed in jewelry-like display cases. “An interactive ‘motion wall’ gave guests the ability to play and react as images moved with them as they passed or made deliberate movements, and the pewter and glass of the main room cascaded into a lounge area featuring silver-tufted patent banquettes and a silver-mirrored food-and-bar station. The food highlight was an 80-pound tuna displayed on a riser with draping and lighting effects surrounded by an illuminated bar where guests were able to sit and watch the chef at work. Elements as diverse as the linens and kinetic engineering that involved the placement of furniture and décor all added to the visual impact.”
A thought leader who is known for pushing the event industry forward even when it resists, Devitt says that planners, like their counterparts in advertising and PR, will realize that there is a need for utilizing a creative event strategist or event stylist who can amp up a meeting or event response in order to maximize the marketing investment and perpetuate the brand.
Given the impact and value of the relevant and transferable knowledge from the PR and advertising realms (many experiential/event agencies are even considered hybrids, such as George P. Johnson and Jack Morton), Devitt advises planners to start integrating the terminology from these industries to more accurately convey, as well as elevate, the value of meetings and events.
THE TALENT DOYEN
Hero: Mitchell Davis
Title/Company: Founder, The Artist Partnership
Coordinates: Los Angeles
Superpower: X-ray Visionary
Able to see past challenging barriers to a spectacular result, Mitch Davis is founder of The Artist Partnership based in Los Angeles. Davis sources and procures top talent globally for high-profile events such as the Toyota Grand Prix and the Clive Davis pre-Grammy event in association with The Recording Academy.
Davis counsels that finding the right talent for an event can often be a tricky proposition. “Think about the audience attending,” he says. “Sometimes personal taste can help, but often a particular artist may not be optimal for captivating an audience and bringing the event to the next level. Budget can be a factor, but so can setting. Getting artists like The Eagles or Diana Krall may make sense on paper, but some events require an artist with enough energy and up-tempo music to lift the event. For example, some music is so slow or quiet that a few people in the back talking will affect the power of the performance.”
Davis encourages planners to think well outside the box and be realistic about budget.
“If you want to have memorable events, you need talent that will make them spark. It is important to make sure clients know the budgetary needs, however, as planners often underestimate the amount of capital required to pull off a large event or try to cut corners to keep the budget low. This will inevitably lead to problems.”
Illustrating his keen insight, Davis describes how he helped revive the Toyota Grand Prix event in Long Beach, Calif., which was having challenges connecting with audiences and sponsors. “Working with the Grand Prix Association and KROQ radio station, we were able to establish a highly successful concert series that grew each year in prominence and quickly became a yearly event in Long Beach for people to look forward to—one with exceptional marketing for the entire Southern California region.”
The problem was that the Grand Prix had limited itself to a Saturday concert, so Davis and his team bravely conceived of an additional concert the Friday of race weekend. “We took a risk and set up a local bar band to prove the concept on an otherwise empty stage; needless to say it was a huge success. That opened the door for us to start programming major Spanish rock artists who would appeal to our sponsor, Tecate’s, target demographic.” Looking back, Davis hones in on client goals and objectives. “The concert series has grown into a big deal for the Grand Prix and Long Beach. Most importantly, we were able to identify an audience that Tecate wanted to market to and set a high quality level for the brand.
“Not only did we exceed those goals, the event is a highlight for Tecate and what it does in the United States, in sponsoring both concerts for the Grand Prix of Long Beach with style and amazing quality.”
THE VIRTUAL VIRTUOSO
Hero: Chris Meyer
Title/Company: COO, Inxpo
Coordinates: Chicago, with offices in Lake Forest, Ill., and San Jose, Calif.
Superpower: Spinning Webs of Infallible Strategy
Virtual and hybrid events may still be new and intimidating to mortals, but they are second nature to digitally-caped-crusader Chris Meyer, COO of Inxpo, the leading provider of privately branded virtual events and virtual business environments.
Meyer advises planners to commence with strategy first, just as they would for a live event. Once that is in place, he says, “Ensure that all of the critical elements of the online experience are effectively managed—creative, IT, acquisition, content development, risk mitigation, production, support and measurement.” Meyer says exemplary virtual events are well thought out and managed across each of these elements to provide “a strong foundation in which to serve up a great experience that will leave your audience wanting more.”
Meyer cautions that content and conversation must be front and center. “Great content designed to be consumed virtually and great conversation deployed via the proper platform with all of the right steps followed will equal success.” Meyer also says for hybrids in particular, “you need ‘parallel tracks’ to plan your face-to-face experience and your virtual experience. A good hybrid event has a strategy around blending the audiences, to bring them together.” Meyer explains, “whether that is a live video from the physical event (streamed live into the digital extension) or display monitors at the physical event to show activity in the digital extension, make sure the audiences can engage with one another.”
In addition to underscoring audience engagement, Meyer reveals his No. 1 tip: “Make sure the virtual audience has a voice! Ensure that the virtual experience allows for members of the remote audience to participate in the live event—for example, let them ask questions directly to the keynote presenter and your sponsors.”
Meyer has been at the helm of numerous successful virtual and hybrid events, but one stellar example is Cisco’s digital extension to its face-to-face Cisco Live event. Meyer hones in on the elements that propelled the project. “Instead of a fixed number of users attending the conference, [Cisco] engaged with a global audience, and the digital extension served to drive greater consumption of the content developed for the physical event, to the point that 34% of the virtual attendees indicated they were extremely/very likely to attend the physical event the following year.”
As a testament to this world-class execution, Cisco Live was recipient of the 2010 Grand Ex Award for experiential marketing, the first time a B2B brand has ever won that prestigious award.
Inxpo offers event planners holding a virtual or hybrid event both the strategy and consultation to ensure they do not sabotage their virtual event. However, Meyer does point out two frequent misconceptions that are an Achilles’ heel for planners: The first is the erroneous thinking that by adding a virtual component to a live event, it will cannibalize attendance. The second and perhaps biggest misconception for first-time virtual event planners is the assumption that because it is digital, it must be easy.
“While virtual events do not involve shipping, drayage or printed materials, there are no shortcuts on strategy and content,” Meyer says. “Virtual events often require as much time and planning as physical events to make certain all required elements are in place to ensure success.”
THE DESTINATION MANAGEMENT MAVEN
Heroine: Jennifer Lee Witherington, CMP, DMCP
Title/Company: Director of Sales, Mana-Allison & Associates
Coordinates: San Francisco, global alliances
Superpower: Ability to Control Destination Destiny
Many savvy corporate and association planners believe the secret to a smooth-running event is a perfectly partnered DMC. Bolstered with the strength of results-driven acumen is Jennifer Witherington, director of sales at Mana-Allison & Associates, a San Francisco destination management firm with global partners. Witherington describes how the organization and philosophy of Mana-Allison & Associates provides robust infrastructure for successful events. “Our three unique departments—sales, product development and operations—are each targeted to a client’s goals and the best outcome possible. We are honest, trustworthy and have integrity, standing by our promise to deliver at whatever the cost.” However, Witherington is upfront with regard to a client’s budget. “We do not offer an event or activity if we are not absolutely sure of its feasibility.”
Destination management companies are hired for their location-specific expertise, but Witherington takes further. “We must understand the demographics and goals of our client before presenting ideas. We follow this with our depth of logistical experience and our ability to simplify even the most complicated projects.”
Describing a recent success, Witherington says, “Our clients had their final night gala in the same room as their daily meeting. We needed to transform this space from boring to spectacular after lunch.” Most of the conventional options were not affordable and timing was very short, necessitating a quick and creative solution. “Six-foot hedging with white twinkle lights interspersed with eight-foot pedestals topped with urns and florals surrounded the perimeter of the space,” Witherington says. “Glamorous linens; coordinated napkins; tall, white orchids and votive candles dressed the tables. The lights came down and the pedestals were up-lit, creating an ambience reminiscent of a garden in New Orleans, which is home to the company’s president. The client was looking for something beautiful, but not too expensive and that represented the executive’s hometown. We needed to be expeditious. Success!”
Witherington cautions planners against extremes—either winging it or overthinking the process—and her response to anyone cautious about hiring a DMC is, “Trust us. We are consistently researching and developing and producing events in our region and will offer useful, tested and appropriate options for your consideration. Continually searching on the Internet and asking a DMC to research new options is time consuming and counterproductive. We know which restaurants are group-appropriate, which venues will fit in your budget and how much time is required for a tour or transfer.”
As for her top insider “secret,” Witherington is clear: “Minimalism is extraordinarily powerful when reallocating your budge. For example, nixing grand centerpieces in lieu of a dramatic single orchid can amplify a sense of luxury at a fraction of the cost.”
THE TICKETING PRODIGY
Heroine: Julia Hartz
Title/Company: Co-founder and President, Eventbrite
Coordinates: San Francisco with global event evangelists
Superpower: Seventh-Sense Community Intellect
Eventbrite continues to get press and accolades for leaping proverbial buildings when it comes to inventive, affordable, easy event registration and forward-thinking integration of social media. Cofounder and President Julia Hartz is a laser-sharp driving force and her insider tip for successful event ticketing/registration underscores the new world order of social integration. “It’s important to remember that events aren’t just experiences; they are also about forming and fostering communities. Whenever you help people connect and then stay engaged, you’re not only offering the lasting memory of a great event, you’re impacting their life in a concrete way.”
Social-media integration turbo-powers the Eventbrite solution, Hartz says. “Make it easy to share your event information across multiple social-media platforms. People who hear about the event from their friends and colleagues will be especially motivated to come. At Eventbrite, we believe in the power of social commerce so much, we’ve built sharing tools into the whole product—from event pages to the ticket confirmation.”
Similarly, Hartz underscores the importance of nurturing the organic growth of the community you have invested in. She counsels planners to include, but think beyond, attendees of the event and to facilitate participation from people who cannot attend but who are genuinely interested in the content of the event. This methodology, in conjunction with photos, videos and access to materials, gives context, relevance and vitality to a live event long after it ends.
THE THIRD-PARTY MOTIVATOR-LEVITATOR
Heroine: Mimi Almeida
Title/Company: President, All Performance Associates; Co-founder, Vintage Industry Professionals
Coordinates: Marin County, Calif., with global alliances
Superpower: Defying Gravity
When it comes to piloting legendary events, Mimi Almeida can fly. She is president of All Performance Associates, an event firm with offices on both coasts, and co-founder of Vintage Industry Professionals, an organization for event professionals with 20-plus years of event industry expertise.
Almeida reveals that lucidity is one secret behind her projects soaring. “Have a clear understanding of how your client would view success as well as the takeaway for the audience,” she says. “This will be the foundation for your planning and budgets, so you have to be on target with your understanding of event objectives from the start.” Almeida adds a valuable angle on contingency. “Always have a backup plan for your backup plan and be able to pick up the ball with grace and aplomb when all backup plans fail.”
Almeida shares a memorable moment from an event where the objective was to create a fun, relaxed networking atmosphere after several days of intense meetings. “Doors opened on the opposite end of the ballroom from the main stage with serpentine buffet tables set up to allow incoming entertainers to flow through the space and up to the main stage. When the doors opened, the Bollywood dance troupe and drummers, dressed in fabulous sparkly costumes, walked into the room (with attitude as instructed!). The crowd was immediately mesmerized, actually screaming in delight. Now that is the kind of response you want from your audience!”
Almeida says the elements that made the event successful were the management of the flow of the evening, the careful selection of entertainment and having enough experience to know when and how to adjust in order to expand the impact of event elements in real time.
Almeida’s take on planner Kryptonite: a disregard for real social connections and a disconnect from current events. “Creating good working relationships is the key to success, and I don’t see that happening as much today. Planners need to stay on top of current trends and events. Everything that happens in the world affects meetings, and we as professionals have to continually educate ourselves and our audiences.”
THE EVENT WIZ
Hero: C. Russell Brumfield
Title/Company: Founder and CEO, Wizard Studios Global Events
Coordinates: New York, with offices in L.A., Tampa, Fla., and Puerto Rico and strategic alliances throughout the U.S., South America and the Caribbean
Superpowers: Trend-Bending with Cosmic Force
Known as “The Wiz” by many in the industry who revere him, it is challenging to properly illustrate all the subtle (and not so subtle) nuances of living-legend Russell Brumfield because he truly invented his own category of technology-meets-gaming-meets-events. Brumfield has been a revolutionary and an evolutionary for many aspects of the meeting industry, but perhaps is currently best known for being the thought leader behind “gamification,” or the concept of bringing gaming technology to experiential programs. The Wiz’s unique gaming practices, and many of his other original methodologies, have an educational DNA. “There are a lot of methods of approach that go into making spectacular events,” he notes. “Creativity and capability are certainly required to create a success, but if you can translate the process into proven and teachable formulas, you can transcend the industry.”
Wizard Studios has defined a specific formula that assures a spectacular experience regardless of budget. It’s called the APS formula: anticipation, progression and surprise. Wizard achieves this by establishing rites, rituals and/or traditions that instill a sense of perpetual anticipation. Brumfield elaborates, “Once you have established anticipation, ‘what will happen next?’, you create a sense of progression—twists and turns—by moving the group, opening up the space’s walls or bringing any number of new or changing elements into the event space. The key to making it memorable is to inject surprise after surprise, which supercharges anticipation even more.
Brumfield continuously challenges conventional thought and encourages planners not to fall victim to meeting myopia, including indolent reliance on lavish décor substituting for context and substance. “Without an entertaining script, a beautifully decorated space can diminish its value to the buyer. The experience is everything.” Similarly, Brumfield warns that ignorance and blind emulation can degrade meetings and events. “Surround yourself with intellectually curious employees and take the time to study cultural, behavioral and scientific trends,” he says. Of course, if you just want to follow the herd, that’s an option, too. Many people do this, he says, and still maintain their success. “But if you truly want to break out of the pack, watch Ted Talks and study marketing trends, technology trends and new paradigms in cultural behaviors.”
A particularly foolproof “secret weapon” for any event planner, according to Brumfield, is to create amazing experiences with the strategic integration of technology and game mechanics. “It’s not about social media blah blah...it’s about incorporating behavior-influencing game techniques and utilizing cutting-edge technologies to highly enhance the guest experience.”
LEGENDARY JEDIS AND YODAS
Corporate Event Marketing Association
Senior Planners Industry Network
Vintage Industry Professionals
EMERGING X-MEN AND WOMEN
Engage 365
Event Peeps
Smart Meetings
The Smart Connection on LinkedIn