Northstar

VIEWPOINT | EXPERT 42 JAN-FEB 2018 meetings & conventions • mcmag-asia.com It's no rocket science Words Esther Faith Lew Throw away fixed perceptions of content formats and mix it up, exhorts Felicia Teng of The Meeting Lab. S he wants to launch a 'rocket' in a ballroom for her client, a pharmaceutical company that wants to hold a conference aligned with their agenda for driving explosive growth as an industry leader. Felicia Teng, general manager of The Meeting Lab, has been in the industry for 28 years, and she is no stranger to the ebb and tide of meeting trends. Rather than chase trends, she believes in being practical, functional and just simply being creative and open-minded. "It's the simple touches that matter, and knowing when to use technology to create impact and when to go low-tech but creative," says Teng. "Thanks to our experience in managing events in Europe and Americas, we were able to bring back ideas that worked well. But of course we had to adapt them to suit the Asian "We cannot just organise a conference. We have to think beyond and see how we can excite delegates with a sensory experience. Yes, a conference is about serious topics and issues, but in between these intense sessions we have interactive elements to engage delegates and to make it memorable for them," she adds. What's trending for conferences? In the past, people wanted to pass down key messages at conference and meetings. Now, the emphasis is on engagement. "Creating the environment for engaging delegates is very important. Speakers no longer use the podium; they are either walking around and getting close up to the audience or they are sitting on sofas for a casual vibe. "Delegates have opinions and now, they want to be heard as well, so it is crucial to have apps that allow them to answer polls and to give feedback. This helps with ROI too," says Teng. Presentations methods have changed too. Instead of slides, drawings can be done. And producing video clips in the style of news bulletins will help delegates to remember the previous day's events. Teng's creative approach has resonated with clients, and by word of mouth, her company continues to break into new markets. Since organising the first conference in Myanmar for 1,000 delegates in 2016, she has done another in 2017 and has been sought out for another conference in 2019. market. We brought in the hologram technology concept for a pharmaceutical company's event years ago before it became popular and they loved it." Creative and budget friendly But low-tech methods strike a chord with her clients as well, and for her upcoming conference, she has chosen to bring alive a futuristic theme revolving around rockets as a branding element. "With this theme, we have delegate badges in the shape of rockets instead of boring lanyards; a microphone that is throwable and in the shape of a rocket; and we are even roping in the hotel to prepare coffee breaks according to the theme," shares Teng. This was an idea that Teng had successfully planned for a corporate event, but current demands for creativity calls for an open mind.

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