from celebrity to innovation from entertainment to engagement There is no doubt that conference and meeting budgets are under review. To position conferences as important business meetings, we need to focus on creating more value when people, speakers and ideas come together. Once motivation was thought to be enough: no longer. The fastest way to get more return on your investment is to create more value in terms of the ideas people create during a conference which they put into action after the event. Conferences and meetings must become more strategic. two strategies for creating more value tool ➊ Design more effective and engaging conferences — This conference planning VII how SEVEN RULES FOR DESIGNING MORE INNOVATIVE CONFERENCES opens with some thought leadership for the future of the meetings industry and a summary of Seven Rules for Designing More Innovative Conferences book. to use this book Rule 1 The experts at your conference are in the audience, not on the stage. Rule 2 Think Return on Investment…even though it is hard to measure. Rule 3 Design your conference with logistics and learning. Rule 4 Learning objectives drive the design of your content. Rule 5 Always use the brainpower of an audience to create something. Rule 6 ➋ Help your participants get more value from the conference — The second part is Put structure into your networking and mingling opportunities. Rule 7 Assume that your conference participants have weak skills for participating in a conference. a sample of the innovative Conference Navigator Guides that have been used by thousands of conference participants. VII SEVEN RULES FOR DESIGNING MORE INNOVATIVE CONFERENCES Ed Bernacki The Idea Factory This book helps you design more innovative conferences. Each rule gives you insights, case studies and tips for learning objectives and a conference learning strategy. 1 Bridging the Gap: Linking conference results to the work place. 7 Why ‘Seven Rules For Designing More Innovative Conferences’? 11 Rule 1 The experts at your conference are in the audience, not on the stage. 15 Rule 2 Think Return on Investment…even though it is hard to measure. 23 Rule 3 Design your conference with logistics and learning. 29 Rule 4 Learning objectives drive the design of your content. 37 Rule 5 Always use the brainpower of an audience to create something. 51 Rule 6 Put structure into your networking and mingling opportunities. 57 Rule 7 Assume that your conference participants have weak skills for participating in a conference. 61 Putting it all together: Creating your learning strategy 75 About the Conference Navigator Guides 81 Conference Resources and Contacts Ed BErnacki Canada’s The Globe and Mail placed Seven Rules for Designing More Innovative Conferences on its list of Best Management Books of the Year in 2007. Harvey Schachter said in his review of the book: “Most of us take the conventional format of conferences for granted. Mr. Bernacki has offered some challenging questions and alternative routes that will get all of us — planners and participants alike — to rethink how to gain the most from those we attend.” Ed Bernacki created the Idea Factory to help people and organizations develop their capability to innovate. He is a professional speaker, advisor, strategist and innovator. He has a passionate interest in shaping conferences and meetings to become “idea factories”. info@WowGreatIdea.com www.InnovativeConferences.com www.WowGreatIdea.com ...1... Your guide to designing more effective and innovative conferences Bridge the crucial gap between the inspiration of a conference and action back at work ThE idEa FacTory innovaTivEconFErEncEs.com wowgrEaTidEa.com your toolkit to create more ROI at your conferences and business meetings About two out of every three people who attend conferences say they don’t look at their notes again. Is this a problem? I believe it is if you are interested in measuring the return on your investment in conferences. If people are not looking at their notes, they are not likely acting on their ideas. Regardless how we measure the return from our conference investment, if people are not acting on new ideas to improve their organizations or change their behaviour in some way, the return will not productive. How can we change this? This Idea Navigator Journal special insert was created to highlight the main ideas from the book, ‘Seven Rules for Designing More Innovative Conferences’. There are two main strategies in the book to help make conferences more effective: ➀ Design more engaging conferences The most innovative conferences will be designed to ‘engage’ people more fully. To engage someone takes a recognition that they come to a conference with knowledge and experience and they seek to learn more, gain new perspectives, and focus on important issues. They also want to leave with potential solutions to important challenges. ➁ Help participants to participate more effectively If you want participants to get more value from your conference, help them do so. If people make notes and never look at them again, perhaps the problem is how they listen, take notes and create intentions to follow up. If we pursue both strategies, then conferences will remain useful and productive to the bottom line of participants and those who pay the bills. Ed Bernacki . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . ...2... . . . . . . . . . . . For more information email info@wowgreatidea.com or visit www.wowgreatidea.com . . . . . . . To order copies of the book see www.innovativeconferences.com. . . . . . . .. . The Idea Factory thought leadership thought leadership for the future of business events Insights what is an effective conference? by Ed Bernacki ➂The agenda, pace of the meeting, amount of content, delivery methods and degree of relevance are critical In 1998, Meeting Professionals International looked at the factors that must be carefully planned. three main stakeholders of a meeting to understand how each ➃Meeting planners can play an instrumental role in defined “effectiveness”. addressing areas that need to be improved by: MPI found that these groups defined “effective meetings” – increasing their knowledge of how to institute change in very predictable ways. within an organization and the proper role of education; ➀Participants wanted events to be executed on time, wellprepared speakers who held their attention, the agenda to – expanding their role beyond meeting logistics to include be covered as promised and speakers’ equipment to work. desired outcomes, selection of content and the use of appropriate methodologies and speakers; and ➁Managers wanted a new focus on results and actions in – coaching others who have significant roles in the terms of a clear sense of organizational priorities, concrete learning process of meetings. action plans, improved interaction, important messages to be remembered and greater productivity from learning. conference effectiveness defined MPI found that senior managers are quite pleased with meeting facilities and arrangements and think meetings Overall, there is no common definition of what an “effective are a good return on investment. Their major concerns for conference” actually is. In 1998 the Idea Factory defined an improvement are what happens with staff, especially after effective conference as: Participants learn new content (ideas, meetings, that they “leave with concrete plans, take away insights, tools and processes) in the process of creating ideas which important messages, be more productive, are motivated and they act on after the event. Learning is an important by-product, not the goal of a inspired, and more committed to the organization.” meeting or conference. Based on this study, these recommendations will make ➀Design more engaging and innovative conferences. ➁Prompt participants to be responsible for creating value meetings more effective: ➀Meetings should be planned around clearly identified problems or issues with specific, desired outcomes. These by being more active in the way they listen, take notes, outcomes should dictate the form and process of meetings. network and then turn their ideas into actions after the event. ➁Meetings should be viewed as learning experiences designed to change the behaviour of attendees. for a copy of the ...3... MPI research, email info@wowgreatidea.com an Australian perspective on the future of business events focus on outcomes for business events The Business Events Council Australia is leading new thinking on designing conferences and meetings to create more value (defined in terms of ideas and innovation). Here are some of insights from the paper Delivering Innovation, Knowledge and Performance: The Role of Business Events. There is universal agreement that the tourism benefits of business events are substantial. It is important to recognise, however, that the important tourism benefits of business events are only one type of outcome in addition to the key core motives or needs of business events • Develop and share ideas • Educate and inform Design of our • Promote business meetings • Network/socialise and conferences • Change attitudes/behaviour • Increase sales • Improve performance outcomes business events aim to produce. Many of them can be grouped under the two categories: ➀Creating innovation—the raw materials of innovation are key outcomes for business events • Innovation • Improved organization performance • Personal development • Increased productivity • Increased sales • New skills and knowledge • Awareness and insight the big picture: the future of business events It is important, however, that these benefits are at least recognised so that strategies can be implemented to maximise people, ideas and time to create new thinking. ➁Disseminating innovation—this may include communicating new technologies and approaches and those “innovations” the value of these benefits and efforts can be made to more accurately assess their value. Knowledge that is delivered via business events has the which are created by people during the business event. This requires a sophisticated review of how the events can potential to enhance individual and organization performance. To maximise these outcomes, however, it is essential that clear be used to deliver on performance objectives. To accomplish these objectives, elements of our meeting and conference designs should include the following activities: objectives be set for business events and action be taken to follow up to ensure that the objectives are achieved. The development of an ROI (Return on Investment) 1. Collaborating on new product or service ideas measure for business events is increasingly important to help 2. Problem-solving to focus on the key challenges of the deliver increased benefits to individuals and organizations organization or industry 3. Corporate planning in terms of developing these strategies from business events by measuring outcomes against the investment made. and plans Whilst there is value in doing more to quantify the true 4. Team building to focus on team effectiveness 5. Work skills training on skills for creating thinking outcomes of business events, the fact that these cannot easily 6. Improving organizational performance be quantified should not be used as a reason not to leverage 7. Improving individual performance the opportunities that business events create. To download the full report, see www.businesseventscouncil.org.au ...4... RULE 1 2 3 the experts at your conference are in the audience, not on the stage 4 5 6 7 Many event organizers assume that people go What expertise will be in your audience? How can you to conferences to see experts and motivators. harness the existing expertise in some way? That’s what the design of most events tells me. ......................................... When we bring outsiders to a conference do ......................................... we ignore the voices of those who actually do the job of whatever the conference is about? ......................................... There is value in the outside view, as long as it ......................................... does come at the expense of the expertise and ......................................... insight in the audience. Don’t ignore it. ......................................... ......................................... ......................................... ......................................... ......................................... RULE 1 2 3 think return on investment … even though it is hard to measure 4 5 6 7 The need to measure a conference ROI or Who are your stakeholders at your conference? What do return on the objectives is growing. How you they have at stake? Whose ‘stake’ is being measured by measure the return on the investment is your conference evaluations? challenging. The bottom line for a meeting planner is different to that of the Association executive or the executive paying the bills. Start by defining what your organization ......................................... ......................................... ......................................... really needs to achieve from the conference ......................................... and then consider all those with a stake in the ......................................... success of your event. ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ...5... RULE 1 2 3 4 design your conference with logistics and learning 5 6 7 The solution starts by recognizing that all What expertise is needed for planning learning priorities events have two different planning priorities. as compared to logistics priorities and actions? Each event involves: ......................................... ➀ Learning: define why this is event is being ......................................... held, what results are crucial for ......................................... participants, and how they will be ......................................... achieved. For an Association or ......................................... Corporation, this may be a part of a larger learning and development strategy. ......................................... ➁ Logistics: define the details to organize ......................................... ......................................... and host the event. When great logistic plans are created to support great learning ......................................... plans, something powerful happens. What ......................................... percentage of time is invested planning of ......................................... logistics compared to learning objectives ......................................... and possibilities? RULE 1 2 3 learning objectives drive the design of your content 4 5 6 7 The learning strategy should fully exploit 1. How do you want to involve people in the event? the learning potential of your resources. 2. What do you want people to achieve or create at Conferences should be viewed as learning experiences designed to change the behaviour of participants. Address these questions before you start to plan the event. the event? ......................................... ......................................... ......................................... ......................................... ......................................... .. . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . .. . ......................................... . . . . . . .. ......................................... ......................................... ......................................... ......................................... ......................................... ...6... RULE 1 2 3 4 always use the brainpower of an audience to create something 5 6 7 Use the expertise in the audience to create new What challenges, problems or opportunities can be knowledge. What if you change one keynote identified, solved or created during the conference? presentation to a participative brainstorming How can your organization benefit from new ideas, event that engages people in a meaningful feedback or insights from participants? way? When you use the brainpower in the ......................................... room you create new ideas and new value for your participants. ......................................... . . . . . ......................................... . . . . . . . . . . . . . . . . . . . . ......................................... ......................................... ......................................... ......................................... . . . ......................................... . ......................................... . . . . . ......................................... RULE 1 2 put structure into your networking and mingling opportunities 6 3 4 5 7 Conferences create opportunities for people Define your networking objectives. Why do you want to meet. Should people meet by chance or by people to network? To what degree? How? design? Create opportunities by defining why you want people to meet. ......................................... ......................................... • Do you want people to meet who have common problems? ......................................... ......................................... • Do you want people to find common interests for potential collaborations or alliances? ......................................... ......................................... ......................................... • Do you want people to meet who can mentor or act as a sounding board in the future? ......................................... ......................................... ......................................... ......................................... ...7... assume that your conference participants have weak 7 skills for participating in a conference RULE 1 2 3 4 5 6 Have you asked your conference participants From experience are there any obvious ‘bad’ behaviours if they take notes and ever look at them again? of people at your events? What can be done to change Most people don’t. It’s clear that there these behaviours? is a benefit to review the basic skills for ......................................... participating at a conference (as odd as this may sound at first). What skills do conference participants need to participate effectively? Here are some: ➀ Making notes with meaning. ➁ Listening to speakers in ways that lead to ideas and insights. ➂ Listening to different types of speakers: motivators motivate while educators educate. ➃ Picking workshops: good to know or need to know information? ➄ Networking with a purpose. ➅ Turning their ideas into actions at work. ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... What stops people from acting on their ideas after your conference? ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ......................................... ...8... creating your learning strategy 1. the theme of your conference ➀ The theme captures the essence of the overall conference. The theme is like a brand, it captures the imagination in just a few words. This helps interested participants to assess the value of attending the conference. ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... 2. overall statement of purpose for your conference ➁ Create a vision for the conference by writing the words and sentences that provide the reason for the event, why the theme is important, and how participants will gain from being involved with the presentations, networking and discussions. This may take several drafts to get right! ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ....................................................................................... ...9... defining the learning objectives for your conference stakeholders start your conference objectives with a statement such as: “our conference is designed to achieve …” edit the overall objectives for your other stakeholders as well. ➀ Start with the objectives for the CEO and directors who provide the investment necessary to make the event a reality. Our conference is designed to achieve … • ............................................................................... • ............................................................................... • ............................................................................... ➁ Conference participants should see a version of the objectives that will relate to them in terms of why it is important to attend your event. What will they learn, experience, gain, see, and so on? By attending this conference, you will … • ............................................................................... • ............................................................................... • ............................................................................... ➂ Conference speakers should receive a version of the learning objectives to guide their writing of their ‘speaker proposal’ and their workshops or keynote presentations. Start with a statement such as: We require speakers who can help our participants to … • ............................................................................... • ............................................................................... • ............................................................................... ...10... about the conference navigator guides a great idea to help participants at conferences {quote} “Once in a while a new idea surfaces that makes me wonder...Why didn’t I think of that?” George Gendron, former editor-in-chief, Inc. Magazine wrote this about the Conference Navigator Guides With millions of dollars being spent to attract participants to thousands of conferences every year and millions more being spent on the elements of a successful event such as speakers, entertainment, hotels and food, what is invested in making participants more effective? ➂ Enhance the image of the host organization in the process. Steno pad on steroids After the first conference to use the Conference Navigator Guides, Professional Speaker Rebecca Morgan CSP, wrote: “We were all given this very cool, spiral-bound, steno-sized conference notebook. It is like none other that I’ve seen before, very innovative, engaging, creative – a kind of steno pad on steroids!” Despite the sophistication of conference management, one facet seems overlooked: participants use of ideas and information. While this book is designed to make conferences more effective, the Idea Factory co-created a process and a guide to make conference participants more effective. The idea started with a challenge to find a way to prompt conferences participants to act on their ideas after the conference. This led to the creation of the Conference Navigator Guide, a fun yet serious “idea” journal designed to: ➀ Help people find more ideas and find better ideas. ➁ Prompt people to act on these ideas. To change the way people participate in a conference dictates that you hit them between the eyes with a great new concept. One conference participant said, “The Navigator Guide forced me to be accountable for what I got from the conference. I could not blame the speakers or the event if I did not listen and take notes properly.” The Conference Navigator Guides are designed for those events in which one of the learning objectives involves people taking on new ideas and using them after the event. There are now a range of different navigator guides to fit different types of events. ...11... The Conference Navigator Guide is designed to help people get more value from a conference. It prompts people to think about how they will participate in the conference. {quote} The originality, functionality and design of the Conference Navigator Guide leaves people saying, “Wow, this really is a great idea!” The opening section includes interesting and informative pages to prompt people to set some objectives for the conference and to find more and bigger ideas. Some pages fold out to engage the reader. The middle section is a quality conference journal. It prompts people to go beyond simply summarizing what a speaker says. It suggests people listen for (and write down): • Insights and ideas. • Questions that come mind. • Interesting and provocative quotations, facts and links to websites or references. • Actions to be taken after the event. The final section helps people manage their ideas after the conference. It includes this “10 minutes for a year of ideas” section to help people turn their conference ideas into opportunities and actions. ...12... designing more ➆ rules forconferences innovative Ed Bernacki believes that all conferences need a learning strategy to expand the learning and development possibilities. As a result, he wrote a practical guide on developing a learning strategy for a conference. It provides tips, ideas, and case studies to prompt new ideas for designing conferences. He defined 7 Rules to prompt your thinking in new directions. Each Rule is a chapter in the book that comes with lots of idea provoking insights. They will help you develop a learning strategy for your conference. They are: ➀ The experts at your conference are in the audience, not on the stage. ➁ Think Return on Investment: even though it is hard to measure. ➂ Design your conference with Logistics and Learning. ➃ Learning drives all objectives and the design of your event. ➄ Always use the brainpower of an audience. ➅ Put structure into your networking and mingling opportunities. ➆ Assume your conference participants have weak skills for participating in a conference. This guide includes planning templates, examples and tips to help you design a more innovative conference. Guaranteed! VII SEVEN RULES FOR DES MORE IGNING INNOVA TIVE CO NFEREN CES Your guide Bridge the three to designing crucial gap more effectiv between the inspiration e and innova of a conferen tive confere ce and actio nces n back at work great-value options! ■ $25 Seven Rules e-book complete with extra learning strategy planning templates. ■ $34 Seven Rules Book ■ $50 Special offer: both versions plus a bonus Conference Navigator Guide. To order your e-book or book visit www.InnovativeConferences.com Canada’s Globe and Mail management book reviewer Harvery Schachter gave Seven Rules an “Honourable Mention” on his list of the top management books in Canada for 2007. He said, “Seven Rules for Designing More Innovative Conferences is a short, simple and plain book that offers some terrific and long-needed ideas for improving conferences.” ...13... idea Factory keynotes briefings training helping people manage insights, ideas and knowledge Ed Bernacki is an experienced international speaker and author on innovative thinking. ➄ innovating the service sector Manufacturers invest in R&D for new ideas. What does He presents in a jargon free way that leaves many people saying, “I never thought of that before.” He specializes in service sector innovation. Conference presentations include: the service sector invest in? Ed created a new strategy for service sector innovation based on ‘insight, design and execution.’ Ed shows you how to innovate. The Idea Factory can be a strategic ➀ how to find more great ideas at partner and work with staff and leaders to this conference develop your internal capacity to innovate. Ed provides an opening conference keynote on the Services range from briefings to theme of “Getting more value from this conference”. brainstorming to staff training. ➁ how to avoid killing ideas – and the people who create them! It’s easy to work with (or manage) people who think like you. How effective are you when working with people who do not think like you? This keynote or workshop enhances collaboration and teamwork by helping people who think differently to work together more effectively. ➂ creating your idea factory: growing your skills to innovate Ed helps people develop their skills for innovative thinking and then apply these skills to create their For more information, call Ed Bernacki at the Idea Factory at (1) 613 263 0046 or email info@wowgreatidea.com www.WowGreatIdea.com www.InnovativeConferences.com own personal ‘idea factory’. ➃ turning your conference into an idea factory Imagine your audience focused on solving a problem or generating hundreds of new ideas. Consider an idea factory workshop instead of a key note to get people thinking and generating new ideas. You can collect several hundred ideas which you use in some form. ...14... invest in what creates value at a conference Here is your Better Banking Navigator Guide As meeting and conference planners you have many options to invest in to make your events more effective. The Conference Navigator Guides are in the range of $20–$25 per participant, depending on the quantity and the complexity of the customization you desire. This equates to the cost of several drinks at many venues. wow! ! { insight } { idea } Here is your Conference Navigator the most from this conference. great { idea } that’s a { opportunity } great { opportunity } idea ! { action } Numerous associations use Navigator Guides to enhance their sponsorships or as a new sponsorship opportunity. Many sell sponsorship to earn a profit on their investment. The benefit to sponsors is obvious: take-home value. About 80 percent of participants say they will use the Navigator after the conference. This means they take the sponsor’s message back to work with them. idea ! { action } ...... ...... ...... ...... to the a note use it. as to help you wow! great that’s a opp ortu find grea nitie s. conference organize idea boo . insp k to capture t ideas. inspirati rmation. t ideas afte . creativity business r the conf insights, ideas, & kbook to gination and crea book to use it. for insp iration to note use it. as a guide to help you . a resource use it. Supporting Innovation in Services & Supports to People with Intellectual Disability CHANG al Confer ence • June 8 - diamond sponsors 11, 2011 Your BC HRMA Conference & Mark the date! June Leadership 8–Navigator 11, 20 Guide platinum 11 gold spo ideas ideas sponsors ($10,000) ($6,000) ,000) Founded in 1938, AIC is the premier real As a self-r property egulating valuation Accredited profession association Appraiser al organizatio Canadian in Canada. n, AIC grant Institute s the distin designatio (AACI) and guished ns to indivi Canadian duals acros Residentia s Canada l Appraiser and aroun (CRA) d the world . { opportunity } ideas { action } ! people passion profit 2010 It’s difficult to reveal what’s unique about your company in a job posting. That’s why Workopolis now offers an invaluable new feature. Introducing the Employer Brand Optimizer — a tool that lets you create an in-depth company profile. Whether it’s an ideal location, amazing advancement opportunities, or even company yoga classes, we’ll help you identify and promote what’s special about your company to attract the right candidates. Visit Workopolis and showcase the qualities that will make you shine. BC Human Resources Management Association (BC HRMA) is your source for Human Resources information and services in the province. BC HRMA, committed to providing leadership in HR excellence, is the foremost professional association for HR practitioners and those involved in the business of people. As the BC certifying body of the Certified Human Resources Professional (CHRP) designation, the Association is responsible for upholding industry standards and is dedicated to advancing professional people practices. Over the past five decades BC HRMA has grown to include close to 5000 members encompassing CEOs, Directors of HR, consultants, educators, students, HR generalists, and small-business owners. 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