I have a pretty forward-thinking client. She likes to be in the know about the latest innovations, trends, and research in the event world. With the support of her Executive Director, they love to produce the best event possible and are never, ever, afraid to try something new.
Just before COVID-19, they decided to mix things up a bit, and following the latest research (data is king), we remade the exhibit hall and some of the sessions (not all; you never want to overwhelm the attendees) and what happened was mind-blowing.
The attendees hated it. The feedback was nearly 100% unanimous. They wanted the old conference schedule back, and if possible, they would like all of the organizers dragged out into the town square where we would be drawn, quartered, and our heads would be placed on pikes outside of the hotel (ok, maybe that last part was a stretch).
In our debrief, we were all shocked. Everyone at the table thought that the execution was as close to flawless as you could make it. Hopes were high, and all of the ts were crossed, so what happened???
Well, attendees happened, that’s what.
Sometimes, in some industries, attendees just want to attend a conference. They want to participate in a session with four panelists and a moderator. They want a networking reception with two drink tickets from 5:00 pm – 7:30 pm. They want normal, safe, and their CEUs so they can get back to work, life, and everything that goes with it… they don’t want a mind-altering experience, and that is OK. It is. As meeting and event professionals, we need to understand this, stop clutching our pearls, and do what is in the best interest of the attendees.
Before we begin, I am going on record to say that I love non-traditional formats. I have learned much from people like Joan Eisenstodt, Adrian Segar, Jeff Hurt, and hundreds of others. This post is not meant to be an either/or statement. I am NOT saying this is the best way to create a conference, but it is how these attendees want it, and they are paying admission.
Planning a traditional conference, as opposed to one with all manner of mumbo-jumbo (what one attendee called it, love that guy), can offer several advantages crucial for particular objectives and audiences like our favorite attendees from above.
Here are some key reasons why I will defend organizations that want a traditional conference:
Structured and Curated Content: Traditional conferences usually have a well-defined agenda with expert speakers selected by the organizers. This ensures the content is relevant, thoroughly vetted, and meets the quality standards of the organizers.
Predictability and Familiarity: Attendees often want the predictability of traditional conferences. They know what to expect regarding format, which can be especially important for attendees seeking specific information, CEUs, or networking opportunities. Events like this are often more accessible for attendees who identify with an ISTJ personality type (introversion, sensing, thinking, and judging) because they like order in all things, making them more comfortable.
Structured Networking: Traditional conferences often provide well-structured opportunities for networking. Formal networking sessions, dinners, and other social events are designed to facilitate professional connections, which might be less effective in a more informal or virtual setting.
Focus and Less Distraction: The structured nature of traditional conferences allows attendees to focus on the content without the distractions that might come with more experimental formats. This can be particularly beneficial for learning complex information. YES, we understand that traditional formats are not the BEST way to teach and absorb knowledge, but because attendees have been conditioned this way for their entire lives, sometimes it is the way to go.
Accessibility and Inclusivity: Not all attendees may be comfortable or familiar with non-traditional conference styles. Traditional conferences can be more inclusive for people who prefer or require a more conventional format due to technological limitations or personal preferences. Let’s say an attendee has a hearing disability and requires listening assistance. Providing hearing loops in a traditional ballroom setup is much easier than out on a lawn or in a room full of bean bag chairs.
Technical Reliability: Traditional conferences rely on proven delivery methods, minimizing the risk of technical issues that can arise with virtual reality and other digital platforms. This ensures a smoother experience for both organizers and attendees.
Control over the Environment: Organizers have more control over the environment and logistics in a traditional conference, allowing them to manage the flow, timing, and overall experience more effectively, especially when staffing and budgets fall short of what is needed.
Brand Representation: For organizations with a more traditional brand image, a conventional conference style might align better with their corporate identity and audience expectations.
Cost-Effectiveness: One of the significant advantages of traditional conferences is their cost-effectiveness compared to other formats. Traditional conferences usually follow a well-established blueprint, allowing more efficient budgeting and resource allocation. The costs associated with cutting-edge technologies, rental furniture, and outside staffing can be substantial. Additionally, things like user-generated content can introduce unpredictability in terms of both quality and resources required, leading to increased costs for oversight, moderation, and integration into the conference framework. In contrast, traditional conferences leverage existing venues, standard audio-visual equipment, and conventional presentation methods, lowering overall expenses. This cost efficiency makes traditional conferences particularly appealing for organizations with limited budgets. Sometimes, daring costs more than you would think.
While non-traditional styles can offer exciting and innovative experiences, they might not always fit every audience or purpose. I will be the first to admit that “generally” attendees will have a better learning and networking experience when you create a more engaging program.
But, for many, traditional conferences provide a tried-and-true format that can effectively meet the needs of many organizers and attendees and it is time that we, as an industry, stop shaming people who plan these conferences.
