Why Do Some Corporate Conferences Rock (And Others Suck)

So, why do some conferences rock and others suck? Let's find out

The use of PowerPoint

Some business conferences really don't meet the mark because they are committed to using PowerPoint. Presenters treat their presentations like a slow, dull business narration that doesn't inspire anyone. Many include walls of text that they simply read out verbatim because they don't know how to speak around the topic properly and present in a way that engages people.

Meanwhile, the use of PowerPoint can be great as long as it's done in a way that achieves visual storytelling. Slides should always be minimal and punchy and convey a basic message. They shouldn't have multiple lines of bullet points on them. There should also be an overarching narrative around all of the slides. PowerPoint should be a way to assist presentations instead of replacing them outright.

Networking

Business conferences can also rise and fall on the quality of their networking. Some business conferences have crummy networking that is based around "mandatory fun" icebreakers. Unfortunately, nothing kills the vibe more than being forced to interact with people you don't really want to talk with, just because they have the same favourite color as you.

Networking should be organic and natural. People should want to meet with each other and talk about things that relate to topics outside of the conference. They should be able to go deep, perhaps on longer coffee breaks or in comfortable lounges. Attendees must be encouraged to focus on the things that actually matter to them and their future careers, so that they can meet people who can potentially act as springboards, partnerships, or partners with

Forced networking never works in any situation, particularly at corporate conferences. The best business meetups are those where people are able to get in touch with individuals who are naturally complementary to them without wasting their time.

The presenters

Corporate conferences can rock and suck to the same degree, depending on the type of presenters they have. Unfortunately, many managers organising conferences get this point wrong, which can lead to disappointing experiences for company executives and their audiences.

For example, a lot of companies simply use industry titans who give the same canned speech every year, no matter who they're talking to or what they're presenting. For management, this can sometimes seem like a good thing because they believe they're getting high-quality service from somebody who really knows what they're talking about. If the message isn't tailored to the audience, it can fall flat and doesn't really have the impact they want.

The best approach is to choose curation instead of fame. Rather than trying to fit the audience to the presenter, fit the presenter to the audience and give them what they want. Figure out what most people are going to the conference for and then deliver value to them. Some of the best people to use are those who are currently in the trenches. They can talk to you about the battles that they're facing right now and some of the strategies that they're using to overcome them. These can be inspiring and give audience members the initiative they need to pursue their own goals and dreams as part of their careers.

Entertainment value

Environment and sensory details are also a critical part of why some corporate conferences are incredible and others are totally forgettable. The most common mistakes are things like fluorescent lights and freezing AC. If people feel physically uncomfortable in the environment they're in, they're less likely to want to come back in the future. Physical discomfort also disengages the brain and makes it more difficult for people to really talk to each other and engage with each other.

You can improve on this by focusing on the atmosphere, getting the lighting and sound right makes all the difference in the world. Make sure that there's plenty of coffee and caffeine available. Also, use local food and get a playlist that doesn't sound like it's elevator music.

Once you have the entertainment and the atmosphere sorted out, people will naturally feel more relaxed and enjoy everything else about the day. Try not to bamboozle them with too much light or sound. Remember, if it's a weekday, most people will just want to go about their lives normally. They're not looking for a shock to the system, especially if the event is work-related.

Participation

You should also carefully consider the level of participation at your corporate conferences. The worst approach is to recreate a lecture hall from school or university, where audiences are just passive buckets for information. Hardly anybody wants to sit and listen to a dry speech about compliance or even marketing.

A conference should use interactive tech and live Q&A sessions. These should involve things like workshops and real-time polling, where audiences have a hands-on experience and have the chance to build something. Sessions should never be passive.

At the same time, if you're going to get audience participation, make sure you screen people before they ask questions. You don't want a situation where one person starts rambling on, and that's also uninteresting for the audience. Make sure people get to their questions immediately and don't waste time. That's the best way to generate value for people while also making attendees feel like they're part of the show.

There you have it: some of the reasons why corporate conferences can rock and also suck at the same time. It's just a question of getting the approach right. A little bit of effort is all it takes, and once you get into the swing of it, you can transform all of your conferences into events that people in your organisation really enjoy.