365 days later…
What a journey since March 2020! [Taken with permission from Lisa James’ blog]
What would I tell myself a year ago? What lessons have I learned? Would I've imagined that my business will still be standing and survive during this unprecedented time?
For the past 25 years I’ve worked in the world of events. Delivering experiences, globally, for some of the world’s leading brands. From designing engaging forums for leading Law Firms to rewarding top performers with a once in a lifetime incentive.
It's my passion, and what I’m good at it. I never get tired of the magic we create when we gather people together for a specific moment of time. It’s a precious gift, one we respect and handle carefully.
It is my, ‘why,’ and why I set up The Wentworth Collective - to enhance these experiences to be exceptional.
As I reflect on this time last year, days filled postponing client events, cancellations, thinking on my feet of what to do next?
It looked like the writing was on the wall.
Would the business I started six years ago survive? Was it time, after a quarter of a century, for a career change?
I’ve always been curious and tenacious, finding solutions in the most adverse situations from negotiating behind the scenes access to The Savoy for a VIP incentive (before it was commonplace) to getting 20 Oncologists safely home from New Orleans when the flight was oversold. This was no different. I had to pivot.
Connection is a basic human requirement. We need it to survive. Businesses need to engage meaningfully with their audience; with clients, teams, peers etc, we all know that. This time we were being challenged to connect differently.
With these thoughts in my head, and during the first days of lockdown, I asked myself how can we create this meaning when we’re apart?
I went back to the beginning and reminded myself of the design journey we take our clients on when we plan for their campaigns.
Could we apply these tried and tested principles and replicate the success in the virtual world? The answer was YES.
Whether in person, virtual or hybrid, our roadmap to event success still applied. By focusing on the seven pillars below we continued to support our clients as we always have.
1. Be clear on the business context and need.
Ask, what does the business need in this moment? Do we need to motivate, increase sales, retain talent, strategise?
Whether in lockdown or not, these are evergreen issues which shape the context in which this event will take place.
2. Define your bold sharp purpose
Be specific. Think about the desired outcomes.
3. Intentionally invite / define your audience
Who is going to attend? Why? How will they interact?
What experience would resonate with them?
The virtual world allows for a far greater audience. Use it to your advantage
4. Be an event architect
For any event use the foundations of your context, purpose and outcomes to plan, design and create a unique world for your audience. Think about
Content -What is your messaging? How are you going to deliver it? Keep it varied and engaging - video, polls, interactivity
Create an alternate world: Whether webinar, streaming platform or bespoke virtual conference space, one size doesn’t fit all. Select a platform to match the event purpose and deliver on objectives
Who are the best team(s) you can work with to deliver the event
What experience are we trying to evoke? How can we best do that? Senses, quality, variety, pace, agenda - all matter.
5. The event starts the moment the first invitation lands
Build momentum and get the audience excited before the broadcast or event?
This could be; pre-reads, a contribution to content, feedback on the site- they can own agenda, engagement boxes with goodies inside, how to create engagement from the first click
6. Prioritise the User Experience:
The pinnacle of an exceptional experience is the user experience. It’s what makes the difference between mediocre or exceptional.
Map out the journey, make it easy, the panic of I haven't registered / I’ve lost my password? We've all been there
7. Create lasting impact
What can they leave with as a reminder of the event? A new memory, a momento of the day, a new business contact, a full belly, a strengthened commitment….
So 12 months on, I'm more than still-standing, in fact my business has grown. I say that sensitively and with gratitude, knowing it's been a year of hardship for most, if not all, in some way or another. We have delivered some exceptional virtual experiences for our clients.
I've launched a Collective Thinking Video Series, put my face to camera and have even joined the 5am club to exercise, never did I see that one being me!!!
The combination of risk taking, building my resilience through yoga, meditation and running, leaning on my network, and listening to and working with my clients who continue to recognise the benefit of putting people front and centre fuelled me.
I've immense gratitude for the people who have supported me on this journey to try to foster and enjoy new experiences and apply the lessons I have learnt.
I redefined my bold sharp purpose. And with this revised definition, my desired outcome was achieved. To continue to do the work I love - bring exceptional experiences which transcend limitations - and share this pure joy with you.
Lisa James