In Person: Confex 2020 Keynote

In Person: Confex 2020 Keynote

In February I was invited to give a keynote at International Confex, during its first year at Excel.

The session was titled “Why you need a newness strategy for your events” and I looked at the topic via following steps:

  • How to define it “Purposeful event development, driven by market insight”
  • Why should we do it?
    • Customer needs are changing faster than ever
    • The time to innovate is when you are gaining market share
    • The classic product ‘S’ curve is shorter and sharper than in the past
  • What is it?
    • It is a named process that the team focus on as a project
    • It has an external focus, looking at the impact of market trends
    • It has broad engagement, and includes the whole team
    • Research is little and often, and best practice includes a great deal of end user contact and small experiments both ahead of your event and onsite
  • What are the tricky bits to watch for when making a start?
    • Keeping it simple – this is regeneration, not reinvention
    • Starting it too late – like when the rebooking floorplan needs to be created
    • Letting go – particularly by management teams
    • Only focussing on the end result – such as X new stands and £X new revenue next year, rather than whether that is needed and what process will make that happen

  • How can I make a start?
    • Focus on WHY
    • Start with your ‘A Team’
    • Keep it simple
    • Little and often research

If you would like to find out more about this approach, and understand the benefits it can bring to your business – please get in touch

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