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