Don’t miss “The Engagement Equation,” 14 May 2:30-3 p.m. at IMEX Frankfurt, Hall 9, The Valley, powered by MPI & ICCA, Stand 9014

The afternoon of Tuesday, May 14, will see Jessie States, vice president of the MPI Academy, exploring with participants ways to enhance human connectivity through her session, “The Engagement Equation,” during IMEX Frankfurt. Leading up the event, States shared some engagement insights.

What’s one of the most notable changes to attendee/stakeholder engagement in recent years?

The rise of virtual events post-pandemic has changed the value proposition of in-person events, such that they really should serve outcomes that cannot be reproduced in a virtual environment. So, we have seen a dramatic change in the value proposition for in-person events and that primarily relates to engagement. In-person meetings and experiences should use engagement to solve problems, strengthen relationships, evolve thinking, apply learning and drive change, all in measurable and meaningful ways. If this proposition is the lens through which experiences are designed, then in-person events look and feel a lot different than they have in the past.

Can you share one of the greatest challenges event professionals are facing in their pursuit to enhance attendee engagement?

Buy-in for changing formats, content delivery and facilitated learning can be challenging, especially within organizations that are resistant to change. However, the workforce is changing, and its newest entrants are really demanding a different kind of experience than those who have been attending events for many years and are accustomed to traditional structures and formats. Meeting professionals are finding that their audiences are really seeking different returns on attendance than they have in the past. CEUs and clock hours which once dominated the reasons to attend, just don’t have the same weight they had before being available on demand or digitally. So, what does compel people to register and attend? Not surprisingly, the answer is to meet—be it peers, experts, leaders, mentors, colleagues or friends.

Overall, what do you hope participants take away from your session?

This session presents a unique methodology for designing experiences for engagement using 10 critical principles and 19 building blocks. Participants will leave the tools necessary to use these essential elements in the design of engaging experiences.

What are you most looking forward to during IMEX Frankfurt?

Engaging, naturally!