It doesn’t matter what you do, your “real” job is to influence behavior. You can’t get the results you need until you influence the behavior of people you rely upon for success. Here’s what you need to know.

Your “Real” Job

It doesn’t matter if you’re the CEO, President, COO, Vice President of Sale or Marketing, Event organizer or planner or Producer … your ultimate job is to influence behavior. Think about it for a moment. To be successful you need employees, customers, clients, suppliers, financial and stock analysts, attendees and audiences to do what you want them to do.

If all these critical people do the right things then you accomplish your goals. If they don’t you’ve wasted your time and money.

Influence Behavior at Corporate Events & Conferences

Every year I work with corporations, organizations and executives to make sure they get the results they need from their events, meetings, conferences and marketing events. We do it by identifying all the key groups, inside and outside the organization and then developing a strategy that encourages them to take the right actions at the right time.

Think, Believe, Know & Do

You need to understand four key things:

What does each of the groups need to think, believe, know and do to get the results you need?

What is the most effective way to communicate with each group?

What is the strongest motivator for each group?

What common interests and needs does each group share?

To influence their behavior you have to understand what they want and need. This isn’t standard experience mapping even through it uses some of the same terms. The process I suggest isn’t long or complicated and it becomes the foundation for the all the content, experiences and media.

Get People Engaged

In the article, How to Hook an Audience – Secrets of Engagement I explained that to really engage our audience we look at the attendees, analyze and research them in hopes of uncovering their secret needs and then do everything we can to make them like us. Engagement is action. It’s giving people the time, location, encouragement and permission to interact. It’s how we make corporate events and conferences pay off for everyone.

What the executives and companies I work with know is the cost of doing an exceptional event that presents relevant content that accomplishes their goals … is the same as a mediocre event that’s the same as last time, with uninspiring content that’s all about the company and doesn’t really generate any results.

They know that you can never get the results you need until you influence the behavior of the people you rely upon for success. You have to provide the specific, relevant content and experiences that make them do what you want them to do.

Sānand That’s how you can do your “real” job and influence behavior at corporate events & conferences.

http://blumberger.net/beifen/ Let’s spend 15 minutes talking about your next project or challenge. Just click on CONTACT US or send an email to andy@ideagroupatlanta.com and get in touch.

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