Welcome to Momentum Worldwide’s B2H Bitesize, where we explore whether or not business experiences are working for attendees and how a Business2Human mindset identifies new solutions.
Let’s talk Breakout Sessions, one of the most ubiquitous elements of conferences and trade shows. Whether an experience is offering five, 50 or over 500 breakouts, they tend to follow three formats: presentations, panels or a little bit of both. More often than not, these sessions have a “sit and listen” vibe with a flow that leaves questions for the end (if the speakers don’t go too long).
Yet, attendees around the world are telling us that the lecture-like feel and predetermined agenda of the average breakout session is causing them significant tension. Our recent B2H global study revealed that decision makers find brands take up too much time talking at them. They go on to say how difficult it is to get what they need from a typical breakout session.
If the traditional breakout approach is working less and less for audiences, what are the underlying shifts to consider that should spark new ways of engaging? Here’s one that’s perhaps the most essential: Offer attendees more influence.
Let’s break this down a bit because as much as people want to choose and inform what they experience, breakout sessions require a lot of planning, talent discussions and coordination. That’s why we recommend creating opportunities for influence within a system of options. Conferences already deliver this by allowing attendees to pick their sessions and plan aspects of their days. So what would “more influence” look like within the breakout session itself?
Offer influence over topics. Tap into the attendee base as early as possible to understand what’s most pressing from their point of view. It’s a surprisingly under-utilised approach that could go a long way in proving to people that you’re listening to and following through on their needs.
Offer influence over session agendas. Pre-design when attendees can direct what happens next. Maybe they use their phone to choose between topics at a few moments during the breakout, upvoting and downvoting live.
Offer influence over interactivity. Put attendees in the driver’s seat with one another to discuss ideas or work on solutions right away. Instead of stopping at listening to insights, create environments that can turn insights into impact.
As planners of experiences, offering attendees influence over what we’re building can seem daunting. What we do is complex enough! But, if we think about it within a system of options that we define, incorporating attendee influence becomes easier to manage. More importantly, we’re able to deliver the kinds of breakout sessions that people want more of.
Author: Andrew Kyrejko, VP, Director of Strategy, NA
Source: Momentum Worldwide 2024 Proprietary Global B2B Study