August 9, 2023 by Dave Lutz
For many annual meetings, the Great Resignation has resulted in erosion of loyal, regular attendees and an increase in first-timers, whose experience can be improved with guidance on the best course for them to follow during your program.
In his book, The Paradox of Choice, author Barry Schwartz writes: “Learning to choose is hard. Learning to choose well is harder. And learning to choose well in a world of unlimited possibilities is harder still, perhaps too hard.” For complex conference programs, this insight means that you can increase satisfaction — and reduce attendee anxiety — by providing them with several targeted choices.
Marriott, PCMA, CEMA, and Storycraft Lab recently released a report, “Six Truths for Innovative Event Strategies,” that is primarily influenced by corporate event marketers but can be applied to association annual conferences. For conferences that develop education sessions that appeal to a broad audience, applying the principles in this study can improve the attendee experience.
Configure the Attendee Journey
The second truth explored in the study, Architecting Choice, suggests you view your new role as a “curator of choice.” Here are four practical ways to put that into practice:
While event mobile apps can help improve an attendee’s decision-making, their effectiveness is dramatically increased by intentional design. Consider these recommendations:
What advice can you share for helping attendees configure their conference journey?
Filed Under: Experience Design
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