BrainTrust Query: How Can Retail Industry Conferences Be Made Better?
Through a special arrangement, presented here for discussion is a summary of a current article from the Hanifin Loyalty blog.
What was the last conference you attended where you were so riveted by the presenters that you only checked e-mail during the breaks? Or the last one where you returned to your office so inspired that you shared learnings with your colleagues and engaged in personal research to build your understanding of the topics covered?
Just walking into Arsenal Montreal for C2-MTL, held in late May, you knew that a special experience was in store. The event came about as result of a vision from Cirque de Soleil's President and CEO Daniel Lamarre in 2010 to create an event that would inspire leaders and spark innovation and creativity. "Creativity is everybody's business" was 2013's theme.
The format was a smart blend of networking, workshops and keynote talks. While sounding like customary conference formatting, it was how each element of the format was delivered that made the difference. A large Wi-Fi enabled area provided a venue for "always on" networking. A cadre of gourmet lunch trucks transformed meal/snack breaks into a grand crowdsourcing of creative minds.
Keynotes were given by notable business leaders and emerging entrepreneurs, including Blake Mycoskie, Philippe Starck, Neri Oxman, Barry Diller, Diane von Furstenberg and Sir Richard Branson. A content partnership with Fast Company celebrated the "100 Most Creative People in Business."
Workshops were different too. I had the pleasure of facilitating one with Aaron Dauphinee, Canadian knowledge director for Aimia, Inc., on the subject of "Loyalty and Big Data — the good, the bad, and the opportunity."
Our direction was to leave the laptops and PowerPoint behind. Instead we facilitated a "kitchen table" conversation among three separate groups and talked about which brands were using data smartly to improve customer service and build brand loyalty and which stood out as flops.
Attendees become passionate in discussion and each group walked away with new ideas and perspectives on their favorite brands. Our creative Emoji provider, Shawna Newbery, captured highlights of each discussion in a pictograph, with one example seen below.
Being part of C2-MTL was an eye opener. I've felt for some time that the traditional conference model is somewhat "broken" and the standard fare I've attended this year in loyalty and cards marketing has reinforced that view. It was refreshing to experience a new format and to return home energized for growth.