Pre-event communication can take the stress out of first-time attendance and make converts out of them. Photo Credit: AdobeStock/StockPhotoRepublic
If you’re a seasoned event planner you’ve probably forgotten how it feels to be a first-time attendee.
You might not recall the feeling as you walked into an unfamiliar foyer of a conference venue or exhibition hall; your heart rate quickening, your breath becoming shallow and your palms getting a little clammy. Where do you go to check in? Did you remember to register? Who are you going to talk to when you get inside?
“When we are in a new situation it is a common reaction to go into what we call ‘threat mode’ explains HCPC registered psychologist Dr Tara Quinn-Cirillo.
“This is a natural phenomenon and is designed to keep us safe historically. We produce adrenaline and we may notice a myriad of symptoms including physiological symptoms, emotions and negative thinking.”
No organiser wants negative thoughts associated with their events, nor do they want any delegate to feel uncomfortable, so how do you make your conference welcoming to first-time attendees?
Extend the pre-event welcome
Stress can be felt by first-time delegates in the lead-up to the event, especially if they are travelling a distance or have never visited the venue previously.
Providing comprehensive pre-event communication, including clear safety and transport guidance, like they’ve implemented at CHS Birmingham this year as part of a wider strategy to be more inclusive and welcoming, can quell some of those concerns.
And make the experience a seamless one by ensuring joining instructions aren’t overly complicated, says Quinn-Cirillo, who also questions if everyone needs to be in the room.
“It is commonplace for events to be hybrid now. Giving people the option of attending in person or virtually is helpful,” she adds.
Provide a warm greeting
Automated check-ins may be a quicker and easier option for organisers, but first-time attendees will respond better to a real person, believes Iulia Zorzoana, event coordinator at STEP (the Society of Trust and Estate Practitioners).
“I understand that for big events, self-check-in is often necessary, but I think there should always be enough staff on site not only to troubleshoot but also to offer a friendly hello and welcome to delegates.
“I think it’s quite simple, but a genuine smile at registration is the first thing I notice when I arrive at an event.”
Providing additional information at check-in, such giving directions to refreshments and meeting rooms, and sharing the morning’s schedule, can set the right tone for the event.
This early interaction could have a lasting impact on how these first-timers regard the rest of the event, says Quinn-Cirillo.
“Warm welcomes can produce a number of positive effects on people. Research shows that when we have positive and warm interactions, we produce the feel-good hormone oxytocin. We can have increased sense of inclusion and purpose and also feeling safe and less anxious.”
Make the environment welcoming
New environments can sometimes feel overwhelming says Zorzoana: “The music, background noise, unfamiliar spaces, visual stimulation, and the big number of people can all add to that.”
Quinn-Cirillo suggests reducing harsh lighting and overly bright or stark contrasts in décor to make the unfamiliar territory less daunting and think about how delegates will be using the space throughout the day to ensure their comfort.
For example, separating refreshment and meeting areas from the main conference or exhibition halls, so they can refuel and decompress and providing a quiet room or calm space for those who might get overwhelmed or need some time out.
Just providing space and taking time to think about how delegates will use it, is good practice and will reap benefits, says Dr Quinn-Cirillo. “Allowing people to walk around as often as possible can be great for reducing anxiety.
“Remember as an event organiser you want people to get the most out of your event, so it’s in your interest to really think about the needs of your attendees. This will also include those with additional needs such as neurodivergence, hearing and visual impairments and physical disability needs.”
Consider ice-breakers and buddies for nervous networkers
First-time attendees, like most other delegates will be hoping and expecting to make relevant contacts and build networks while at your event.
Not only can the thought of making conversation with strangers fill some with dread, as Quinn-Cirillo points out, but there may also be expectations about performance or bringing information back to work, piling further pressure on them to get talking.
If you have a large number of first-time attendees or those new to an industry, Zorzoana advocates the use of games, icebreakers or quick team-building activities to kickstart conversations.
“They can help new attendees meet new people and familiarise themselves with the audience quickly. They can also lift the mood at the start of the event and get delegates excited for the day,” she says.
Zorzoana describes a networking game she played at a mentoring event last year.
“At registration, everyone was given a card, but with very few instructions. This sparked a conversation between me and a few other attendees as we wondered what the card was for, and we started chatting and getting to know each other,” she explains.
“By the time the game began, the ice was already broken, and networking felt much easier.”
For nervous newbies, consider introducing a buddy scheme where experienced attendees take a first-time visitor under their wing, providing information about the day and introducing them to relevant people, something beam is running at trade show CHS Birmingham this year.
“Walking into a big event for the first time can be daunting, but with a friendly guide at your side, the experience becomes energising instead of overwhelming,” says beam vice chair David Tremmil.
Source: AMI