In a past blog, we discussed how many very progressive brands are still not using their sports marketing platforms to share their environmental values, instead burying them in the annual sustainability report.
But maybe we should take a step back first, and look at sustainability messaging in general, before we dive into embedding it into any specific marketing medium.
Because frankly, sustainability messaging has typically sucked.
No, really. It has literally been about as enthralling as being asked to turn off the lights when you leave the room.
Many environmental ads in particular have worked from the premise that you simply need to educate folks and they’ll change their behavior. “If they only understood the consequences, they’d do the right thing!”. But to educate someone, you need their attention first.
And in the era of unlimited data packages and fidget-spinners, that’s a challenge.
So what needs to happen here?
In our overflowing-with-bad-news days, we could all use a little lift. So here are a few tips for making your environmental and social campaigns a little catchier.
You catch more flies with honey than vinegar (though according to a lot of amateurs on the web hasn’t proven to be true). What IS true is that people gravitate to positive people, vibrant colors and upbeat music. So if you want to capture their initial attention so you can share your message, be sure you’re getting off on the right foot. Fairy tales don’t open the story in the deep, dark forest.
An analog of the above. Has anyone ever said ‘I absolutely cannot use a laugh right now’? (Seriously? Try to spend less time with that friend – they’re bringing you down, man.) A laugh will always put you in the ‘W’ column. And when the Ws accumulate, you have a winning record.
We have all – sadly – lost our ability to process the written word (yes, even you. Admit it – your eyes went to the images in this post first and more than once since you started reading it). That’s okay. We were built to process visually in the first place. Visuals evoke feelings. Visuals stay with us. So work with that.
If I can see myself in your story, then I could potentially be the protagonist of the story. While I admire Jane Goodall, I can’t see myself becoming Jane Goodall. But I’m probably not as connected / affected as you’d like. But if I see some way to be a hero….well, who doesn’t want that? Which
brings me to my next point.
This is a corollary of Relatable.
Connect the dots for me as to how my individual action fuels a larger impact – and try to be as proximate as possible, i.e. show me where I am the link in the chain, show me how the chain lifts the ship’s anchor, then show me the ship sailing off into the world. Whew…that’s an awkward metaphor. You’ll do better, I’m sure.
But seriously, if you want me to conserve energy at my house, show me (visually) how my small action makes a difference in my community, my country and then the world (in that order). Once you’ve gotten my attention by being funny, that is.
Make a Clear, Reasonable Ask
To close the sale, finish with a solid ask. Preferably one within reach of your customer.
Have you noticed how foundations went from asking for donations to asking for more specific dollar amounts related those to actual items? (Buy someone a goat!) Voila, hella goats.
We have 37 media streams coming at us everyday. We’re getting plenty of asks (Buy me! Like Me! Share Me! And of course, Save the Whales!)
If your message has managed to do all of the above, then Holy Moses, close the sale with a clear, preferably immediate, action-oriented ask. By immediate, I suggest you leverage those unlimited data packages and ‘empower’ me through my cellphone. You know THAT’S within reach..
‘Wow. Great.’ You say. How am I supposed to do all that? Well, as it happens, I brought along a little example that totally fits the bill (not to mention the title of this post).
And since I’ve gotten your attention and made you laugh, here’s my ask: STOP SUCKING! (yes, click on it)
We’d love to hear your comments on this post. If you’ve got a great example(s) to share, please do.
And if you feel your messaging can use a kick in the pants, give me a call. I live for this stuff.
Please don’t keep me in the dark. And other hints to create a genuinely valuable experience.
It’s that time of year that many of us look out at the vast array of conferences (have these quadrupled in the last 5 years or is it just me?), and decide where to spend our time, energy and budget connecting with our peers.
While some people dread them, I love conferences – interesting conversations with great people doing cool things. Or sharing crazy client stories.
Connecting with people is the reason I go. But sometimes I feel the conference organizer loses sight of that. So, I thought I’d share some insights from the perspective of a veteran, and sometimes weary attendee.
I’ve roughly grouped them by time and space (the two things I have granted you in good faith for the next 3 days):
The most precious of commodities for all of us. Conferences cost big blocks of time away from the office and family. Make people glad they chose to spend it on your event:
Build it in. This is the primary reason for most people to physically go to a conference. Even for many speakers devoting their time. If we cannot interact, we may as well be watching a livestream of the event. 15-minute breaks typically allow for 1- 2 of these: a bathroom visit, grabbing a bite to maintain your energy, responding to something time-sensitive from the office or checking in at home. They typically don’t accommodate a conversation. Event organizers are ‘conveners’ – purposefully schedule generous time specifically aimed at fostering spontaneous conversations.
And protect it. You’ve created an agenda. Stick to it. Ensure your emcees, moderators and speakers stick to it. Put together a guide and reinforce with all of them that you will stay on schedule, if that involves cutting a microphone, you’ll do it.
I’ve observed drama among ‘stage-managers’ when timing runs over but the concern seems more for how their boss will bark at them than for the actual impact, namely disrupts dozens to hundreds of attendees’ schedules, steamrollering over much-need breaks and pushing the end of the day beyond human limits. Again, likely causing folks to bail out on end of day networking receptions because they are just spent.
Content is not always king. More is not always better.
Even with sufficient networking time & breaks scheduled, it’s still possible to over-do the content of your conference. Conferences that used to be 1.5 – 2 days have now stretched to 4 (“We just have SO much to cover!” one organizer recently exclaimed.) Yes, but how much do you think we can take in? Have you ever had a hard time figuring out the difference between Track 1 – session A and Track 4 – Session F? You’re not alone. They are the same topic. Different sponsors, though. Those extra 2 days are to cover promises made. Yet you seem to be the one paying for it.
I recently attended an event that had a 4-hour stretch with no scheduled break. 4 hours. Think about how you are stressing an audience with this kind of marathon programming block. Especially if they are sitting mid-row (see Breathing Room below). You’re also forcing me to walk out on a speaker to take a break – and once I’m up I don’t want to climb back in and make a ruckus, so I’ll just hang outside until they’re done. Were they a big sponsor of the event? Oops, I may have given the impression they weren’t that interesting. Really, I just had a leg cramp.
Programming sins create attendee burnout. If I’m spending 4 days with you now, I may only come every second or third year.
(feel free to take a break here….I understand)
This deserves its own post – but briefly: Coach…no, INSTRUCT, your moderators to take a journalist mentality. And I mean a real, old-school journalist who understands they are not the story. They should research, prepare questions and pre-interview each panelist. They should hold a group call to prepare the full panel for the flow of the conversation. Part 1 of the job is to bring out candid insights and relatable learnings from the panel for the audience. Part 2 is to facilitate the audience’s interaction with the panel. NOT to co-opt the audience’s opportunity to ask questions. The audience has their own questions. And they outnumber you. So statistically speaking, they’re probably more interesting than the moderator’s. They are also more likely to call attention to a point that wasn’t made clearly or a question that wasn’t satisfactorily answered earlier. Have a quiver of questions ready if the audience doesn’t bring them, and of course get the ball rolling with an opening Q for the Q & A, but don’t dominate the Q&A time with your own questions. That was part 1.
Also, give your moderators some tips and tools (possibly including a cattle prod) to reel in the wayward, rambling panelist. I certainly wish I’d had one recently for a guest who if I didn’t know better began to recite the company’s annual report from memory when asked to briefly introduce himself. I apologized profusely to the other panelists who suffered that graciously. Lesson learned. Passing it along.
Okay, that wasn’t all that brief. Feel free to take another break. I will not be offended at all.
Facilitate Pre- / Post-Conference Networking
The best conferences have a killer app. One was so killer, it’s still on my phone 2 years later. I even transferred it from an old phone to a new one. Talk about staying relevant. There are great support apps out there, they don’t cost that much and it’s an infinitely sponsorable asset with staying power (2 years! 2 phones!). What to look for/include?
- All attendees are pre-loaded, preferably with their LinkedIn profile and optimally with an in-app messaging option.
- Conference schedule is detailed (full conference description, speaker bios) and users can build their own schedule within it. (some allow attendees to rate the session right after they end)
- Embed the social media stream for the conference in the app and allow users to directly link their accounts to encourage interaction and user-generated content.
- Include links to local info and utilitarian apps (Yelp, Uber, etc.)
Other pre- and post-bonuses? If you’re a conference organizer, I know you have a killer email list. Use it. Find out why I’m coming – what do I hope to achieve, and then suggest how I can best accomplish that at your conference. Too many attendees you say? Well, there are probably about 4-5 key reasons, so you can group them. And really? I’m going to spend $1500-2000 and 3-4 days of my time on you and you can’t spend 5 – 10 minutes on me. Well, I know where we stand then, I guess.
Prompt attendees post-conference on ways to capitalize on conversations they had at the event. This can be a mass email (but with any skill it will not be addressed ‘Dear Attendee’ – that just hurts).
The best organizers make me feel that they are truly interested in my business success all year, not just my annual registration fee.
Heart of Darkness
Typically, the plenary room is pitch black. ‘All the better to see the slides, my dear’, you say. Yes…..well…. Two things I can’t see? My notebook to take notes on your session, and my fellow attendees. The plenaries are my only opportunity to see who else is in attendance. (Unless you created that killer app). Notice how often speakers also joke about not being able to see anyone in the audience? Yeah. Lighten up.
Conferences come in 2 forms – icebox and oven. And despite this being the number one topic in every on-site washroom, are almost never adjusted. I really don’t need to elaborate here. Just work on it. Preferably during the conference. Ideally on Day 1.
We all know sitting is the new smoking. I appreciate that space is at a premium (we’ve all seen hotels’ conference rates- harrowing), but you are in the interactive learning business, not the institutional torture business. People will hang at the back because they arrive late, need to leave early or simply can’t do long stretches of sitting. Try to set up the space to plan for that, rather than forcing dozens of folks to hug the wall and feel awkward doing it. This also helps avoid 3 days of tension between your AV people and attendees.
Avoid setting 60-seat wide rows in the plenary sessions (excuse me, pardon me, whoops, sorry!) with knee-space for the vertically-challenged. Especially if you plan to pin folks there for up to 4 hours in a row. Yikes. Set the seats up a few inches apart from one another – not linked together like business-clad chain gang. Since you’ve endowed us with attendee bags, we have our own stuff and we’ve got our winter coats on to survive (see Temperature above), we need a little elbow room.
If you want to get extra jiggy, curve the rows set-up so I might see the faces of others in my row. When I’m forced to sit face-front, rod-straight it takes me back to the days of awaiting my turn in the principal’s office.
OK, getting down to the nitty-gritty here, but remember you are holding me captive for several days. Snack breaks, like Temperature, also seem to come in 2 extreme forms: sugar-bombings and vegan, gluten-free, bunker-ready breakfast bars. (I go to a lot of environmental conferences). But just one or the other. <sigh>
Again, try to consider the attendee’s plight. Sleepy. Out of synch with their normal time zone. Sequestered.
Don’t skimp here (again, I revisit the $1500-2K price tag) and put some thoughtful choices out. May I suggest, a mix of fresh fruit and packaged snacks – both of which can be recovered and donated if not eaten, as well as a few more indulgent doses of sucrose. It is difficult to meet everyone’s expectations, but try and at least make the attempt. Sometimes I see that sad platter of cookies and can almost hear the words ‘What else can we cut from the budget?’. When that question comes up, I suggest you take another look at the Agenda, Day 4.
A SIDENOTE ON COST
Back in the day (circa 2006) only 1 conference I attended that had a price tag north of $1K. And it was in New York, had quite a high profile and no doubt much higher per-attendee costs. Back then there were only about a half-dozen conferences I’d consider each year. Budgeting time and money was much easier then and I typically managed to make 4-5 of them.
Now I’m lucky to see offerings where ‘early-bird’ registration is under $2K. Before airfare and hotel. And I’m bombarded with promos for at least 25-30 options per year. I haven’t yet increased my hours on the planet (or my budget) five-fold. So hard choices need to be made.
Cost is never my primary issue. If I feel it’s worth it, I’ll be there. But I’m not too keen to pay you the big bucks to torture me for 3-4 days.
Conclusion (Thank God, right? You’ve spent half a conference reading this now)
Think hard about your attendees needs.
I’m looking for equal parts personal conversations and learning. If your event isn’t interactive I can just catch a webinar. Much lower carbon footprint and my family will be happy I’m home.
Everyone’s Time is Valuable
Use the time attendees’ have granted you respectfully – from agenda to event management. ROI on their time investment should be top of mind in your planning and execution. It’s far more important than ROI on the registration fee.
Create a Special Place
Curate the conference space as carefully as the content, to allow the latter to truly shine, foster the best possible outcomes and realize many happy returns.
So, dear conference organizer, I look forward to seeing you this year. And maybe even the next year, too.
Fellow travelers, I’d love to hear what you love, hate and would change about the conferences you attend.
Organizers, if you know I’ve attended your conference and wonder what I thought about it, get in touch.
There is beauty in simplicity. And a bit of magic in beauty.
And that’s the feeling I came away with from Monday’s ‘Cool 2016 Richmond’ (British Columbia) event. Largely because the City of Richmond has figured out how to make sustainable event and sport hosting simple. And accessible.
Which is beautiful. And a bit magical.
The former Olympic host city (speedskating and more importantly, Holland West in the guise of Heineken House during the Games) bestowed a legacy gift on local festival and smaller scale prospective sports hosts with a full evening designed to help local events – regardless of size – be as resource-conscious as possible.
COOL Richmond was put on in the atmosphere of a most festive event – inside the LEED-certified Oval with food trucks, craft beers, compostable serviceware, and green ambassadors – and circus performers.
And they did it in the language of the audience – in the form of a beautifully designed event:
– A Midway of sustainable service providers under the ever-awe-inducing ‘big top of the Oval’s stunning roof was a wonderful way to show key vendors in action and anable organizers to mingle in in a festival atmosphere. No stuffy trade show, info-expo set-up here.
– Storytellers shared wondrous tales of enchanting characters (volunteers) who whisked away the bad (garbage) while recognizing the hidden treasures (recyclables!) hidden amongst the villagers (event audiences). The various speakers sharing best practices kept their words light and messages practical, but positive. Event organizers told of how greening their events wove magical outcomes of cleaner streets during the events, binners providing valuable services while playing a key (and dignified) role in diverting recyclables from the landfill and the ever-present cheerfulness of Green Team volunteers adding to the happy, welcoming atmosphere of the party.
–Takeaway treasures for all in the form of Richmond’s new ‘7-Step Quick Guide to Sustainable Events‘ – shared widely as guests were invited from all over Greater Vancouver, and produced in conjunction with the International Academy of Sport Science and Technology (AISTS – Switzerland) . Vendors happily shared their wares, including event merchandise company STG sending us all home with a very cool T-shirt and Food Truck El Cartel feeding all with their wonderful Bulgogi Short Rib Tacos.
-And key to any fascinating tale, the Genie/Fairy Godmother/Wizard element who appears to give you just the bit the protagonist needs to power his/her own success:
in this case, the City of Richmond maintains the ‘Green Team’ volunteer base, fully trained, engaging the City’s youth and ready to be deployed in any configurations events may need. The City has two portable water stations that can be loaned out to events, enabling visitors to bring their own bottles and keep the waste down. The City has a ‘Wheel Watch’ bicycle valet service that can be booked for events. The City connects you to local Food Recovery programs to mitigate the food waste. The City will advise, support and reward you with it’s new ‘Sustainable Event Champion’ designation, which will certainly resonate with both participants and with sponsors.
Creating these solutions from a central source that provides consistency and solid expertise allows organizers to get on with what they do best. It makes the work of their many departments easier. And it assures that Richmond’s reputation for hosting is a notch above by creating zero waste, transit-friendly, procurement-sensitive grassroots events.
The best part of all – they are happy to share their best practices with you and your event wherever you are.
The City of Richmond has simplified creating responsibly managed, well run and enjoyable events and festivals. Which I find simply beautiful. And a little bit magical, too.
Cool Richmond indeed.
The evening was a collaboration of many, as all good things are: multiple departments of the City of Richmond, the absolutely stunning Richmond Olympic Oval, the AISTS, and the Ann Duffy Group and the many generous sponsors and partners of the evening, including compostable packaging company BSIBio who also provided a valuable pre-event workshop on the nitty gritty practicalities of incorporating compostables into food operations. Marc Stoiber provided an invigorating keynote, while organizers of Khatsilano Festival, Car Free Days and Richmond World Days candidly shared experiences and resources.