Green Strategies that
Create Business &
Attendee Value
Brian @brianhunt04
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Did you or your Attendees expect this?
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But instead got this….
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Or are you…..
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Green Focused vs. Green Friendly
Focused
• Design event around
greater company green
initiative
• Integrated into the daily life
of the attendees
• Portion of Measurement of
a successful event is the
ability to meet certain
green standards
Friendly
• Green is important but
does not “tip the scale”
when it comes to
measurement
• Does not have the full
support of entire
organization
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Of the 1000 respondents, here is what they found…
Emotion
Impact of CSR
Negative
Average
0
20
40
60
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Voice Of Participant Intensity of Emotion
The aspect of incentive travel programs that fared most poorly was the inclusion of
Corporate Social Responsibility (CSR) projects in the program.
Very
Mildly
Not
Intensity Level
of Memory
• Thirty nine percent
(39%) reported the
memory as being not
intense;
• 18.2% found it only
mildly intense.
• A mere 12.5% found
the memory very or
extremely intense. In
measuring the
emotional impact of the
memory.
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Ways to Drive Attendee Value
• Voice Of Guest
• Education & Promotion
• Technology
• Interactive Experiences
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Voice Of Attendee? Participant? Guest!
• Guest wants, needs and/
or passions
– Where are they related to
organizational goals
– Crawl, walk, run…starting
points
– Guiding principles
• Don’t speculate, just ask!
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Education and Promotion
• Encouraging people to bring their own water bottles early in
the registration stage
• Offer a donation in lieu of accepting a conference bag and
water bottle to the Company Charity
• CEO incorporates the green initiatives into his general session
and help carry the message thru the entire meeting
• Engage Sponsors, Vendors and Guests. Share with them your
business goals and sustainable objectives
• Start early and stay engaged
• Communicate and communicate often
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Technology
• Paperless online registration and
confirmation
• Mobile Agendas
• Electronic Reader Boards in place
of standard signage
• Electronic travel management
and e-ticketing
• Phone based voting, audience
response and Q&A systems
• Electronic exhibit product directories
• MP3 downloads for conference
recordings
• Remain sensitive to traditional
engagement with opt-in alternatives
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Extending the Experience through Interactivity
• Incorporate and Motivate Individual
Choice
– Sheets, towels cleaned
in sleeping rooms
– Lights off
• Before and After Sustainability
– Pre/Post Work
– OnDemand Resources
– Community Engagement Portals
• Short-burst, high-impact
promotions
• Encourage Grass Roots Efforts with
employee, channel partner and
customer idea jams 2 action plans
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Thoughts
• These are just a few of the strategies and tools we have used with our
clients to drive home Attendee and Business Values…
• We realize each one of you are in different locations as far as
Sustainability goes.
• Where do we start …
… where do we go from there?
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Questions to ask yourself
• Do we integrate green efforts early
in the meeting, event, and incentive travel
planning process?
• How are we translating our green principles into
actionable practices?
• Are our green practices strategic, or
do they represent standalone tactics?
• Do we work with sponsors, suppliers,
and vendors that align with our core principles?
• How are we evaluating performance?
• Are we capturing such insights as
impact to savings and waste diversion
to show the tangible benefits back to
our employees and customers?
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Change for the Better…no one wants to be a
caterpillar forever!
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Sustainability Cheerleaders
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Thank You!
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