Make Like an Architect and Drive Your ROI

Make Like an Architect and Drive Your ROI

By Rachel Bandarenko , September 9, 2019

Live experiences are core to every business, and many companies are choosing to increase the number of events they produce for their audiences each year. People want more face-to-face experiences. They crave real, live interactions and learning in physical environments, but their expectations are also high.

We can’t recreate the same experience again and again and expect to produce the same results. Attendees want the new, the now, the fresh and the inspiring. We need to change up the set design, location, education piece, networking opportunities and more. It’s how they determine the value of an event, and whether they will return.

This leads me to the key learning I took away from Connect 2019 in Louisville, Kentucky, an event that arms us with the latest tools, insights and inspirations to do our jobs better: meeting architecture.

From Process to Strategic-Level Planning

A successful event—one that engages audiences and produces ROI for the organizer or brand—requires more than a nuts and bolts approach. We need to research, consult and strategize. We need a consistent framework.

This was the premise of Cabrin Kelly-Hale’s “A Blueprint to Building Better Meetings” session, which provided tips for both understanding and incorporating meeting architecture into events. While the term has been around for a while now—in 2008, Maarten Vanneste, CMM and president of the Meeting Design Institute authored a book, “Meeting Architecture, a manifesto,” which is dedicated to the process—it’s still important today.

Why? Because it emphasizes the value of content and networking and their impact on event ROI. These two elements can be carefully strategized to engage the busier, more distracted attendees who expect everything they consume to be personalized to them.

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