To create an impact with meaningful event experiences is the credo of many event planners. The aim of this year's IMEX Frankfurt 2024 is to explore, test and demonstrate how this can actually be achieved.
How many business meetings and B2B events do you attend each year? And how much of the content, discussions and programme items do you still remember today?
There are numerous business events, and the possibilities for organising these events are just as varied. However, events that have a sustainable and positive impact on the economic, ecological and social goals of organisers, participants, stakeholders and their shared ecosystem are still far from being a matter of course.
"Creating an impact with meaningful event experiences" is the credo of many event planners. And it's also aim of this year's IMEX Frankfurt 2024 is to explore, test and demonstrate how this can actually be achieved.
Creating real value is at the heart of events with impact. Most people have long since realised that more is not always more. The quantity of offers is often of less interest than the question of the qualitative added value that can be derived from them. This is a significant difference.
Experts from the fields of event and experience design, psychology and innovation research are equally concerned with the question of how an event should be designed, organised and communicatively supported so that participants get the greatest possible benefits from their invested resources (in addition to money, and their precious time).
The term "meaningful events" has been circulating in the event industry for several years. Cory Elford, an expert in strategic event management at the Meeting Professionals International Academy (MPI), explains in her presentation that such meaningful events are primarily based on meaningful experiences. Event strategists are responsible for turning events into experiences that are memorable and have a transformative effect that extends far beyond the event itself.
Based on a study by the GCB German Convention Bureau e.V. in collaboration with the Fraunhofer Institute for Industrial Engineering IAO, the Future Meeting Space presented in January 2024 an elaboration of 19 elements of a meaningful event. Fields of action and measures that make an event meaningful can be categorised in a type of periodic table.
The following essential elements contribute to making an event memorable, in the form of various measures, mini-events, installations or exchange formats, all which can be flexibly combined with each other:
Individualisation, personalisation
Multi-sensory experiences, adventure
Storytelling and communication
Involvement, participation, inclusion
Presence, connectedness, synchronisation in the moment
Exchange, interaction, dialogue, participation
Sense of self-responsibility, social engagement, commitment
But how can planners ensure that their event is not only remembered, but also leads to concrete action?
To create an event with impact, the event must contribute to bringing all stakeholders closer to their professional and personal goals. This is achieved by imparting knowledge, establishing relationships, gaining experience and empowering people. These events therefore serve above all to satisfy social and emotional needs; for personal encounters, exchange, connection, appreciation, experiences of self-efficacy and space for the creative realisation of ideas, visions and visions of oneself and a shared future.
This is of course - but not only - about the individual participants. It is much more important to open our eyes to the wider appeal of events - as a meeting place for people, as a platform for messages, as a link between people and cultures, as an identity-building event, as an incubator for innovation and transformation, as a catalyst for destination development, and much more.
This new image of events as workspaces, rather than mere information platforms, is crucial for IMEX under its new guiding theme.
Carina Bauer, Founder and CEO of the IMEX Group, explained in an exchange format (Digital Talk: Creating Impact at (Business) Events: People, Planet, Purpose) that impact comes from a self-image of responsibility paired with the willingness and ability to take on a creative role. It is affirmed: "Impact is created through influence and action. Demonstrating a sense of responsibility and accountability is only the first step. To fulfil this responsibility, we need active commitment and concrete measures."
The fact that this motto served not only as a slogan, but rather as a guideline for the conceptualisation of the trade fair, is evident in many ways.
Dass dieses Motto nicht nur als Slogan, sondern vielmehr als Leitfaden für die Konzipierung der Messe diente, zeigt sich auf vielfältige Weise.
New Program Elements for IMEX Frankfurt
Even before the start of IMEX Frankfurt on 14 May 2024, participants will have the opportunity to network and prepare thematically for their visit to the trade fair at the independent Impact Academy. In several one-hour workshops, a variety of aspects will be developed that need to be considered when designing and implementing impact programmes.
For example, the topic of social impact will be emphasised in one session. In collaboration with the Copenhagen Convention Bureau (a role model for the international event industry with its Copenhagen Legacy Project and white paper with strategic advice on building a sustainable destination legacy), participants will approach the topic of impact using the creative technique of Lego Serious Play.
The topic of "Impact" will also characterise the supporting events surrounding IMEX. Both the kick-off event at The Scandic and the evening event will set an example: the organisation team will award two ‘wildcards’ for sustainable start-ups that are committed to the topic of social impact.
The Young Stars Initiative will also be launched as part of the event - a programme that will ensure that the topic of "Creating Events with Impact" resonates beyond the event itself. The programme aims to promote and empower young talent; one of the key challenges in the event industry alongside sustainability and legacy issues.
On the three days of the trade fair from 14 to 16 May 2024, the Impact Track will provide a stage for speakers and creators to present their studies, findings, stories and ideas. The Creator Panel, for example, is a platform for companies and initiatives that want to share their impact stories and exchange experiences.
The Policy Forum, on the other hand, offers the opportunity to enter into dialogue with politicians in order to discuss issues such as the intersection of personal and social responsibility for event formats with added value.
Parallel to the panel sessions, panel discussions and presentations, the Impact Zone in Hall 9 has been created as an action space where legacy projects can be worked on and solutions for "more meaningful events" can be honed during the event.
IMEX should be a role model that vividly demonstrates the diverse and far-reaching ways in which the event industry can influence individuals, society, politics, business and destinations.
1) Bringing people together:
As previously highlighted, 'engagement' and interaction with attendees are key factors in creating a sense of meaningfulness and value to the event. Live events are invitations to be present - not just physically, but also mentally - and to focus on collective action in the moment.
2) Initiating subliminal learning processes:
Transformation means acquiring knowledge, releasing creativity, courage and innovative strength and gaining ideas. The event industry creates the occasions, spaces, formats and means for this.
3) Showing potential:
Critically scrutinising the "how" of implementation and examining it from different perspectives is essential. Only when participants connect the knowledge of the necessity of action with themselves, their personal motivation and their own area of responsibility will an impact be created. IMEX is a pioneer in applying new models of motivational research such as the Inner Development Goals (IDGs) to translate global commitment to the inner attitudes and values of each individual.
4) Creating responsibilities:
The question of "ownership" is elementary against this background. Experience shows: decisions are made, a commitment is announced, but implementation is slow. This is either because responsibilities are unclear or because the resources and needs of the realisers were not included in the initial decision. Events offer opportunities for early participation. Because even if decisions and guidelines "come from above" and have to be accompanied by a corresponding policy with directives, an impact can only be generated if the implementing stakeholders are able to engage with the developments and framework conditions at an early stage and help shape them.
5) Empowering to act:
This is ultimately the core of every event. For an event to have an impact beyond the event period, cooperation with existing stakeholders and initiatives must be ensured. NGOs, for example, who have the local network and can translate ideas into programmes and measures. Events can generate more than just donations. They can create formats that strengthen a sense of togetherness, from which much can grow.
The task of operational and strategic event planners to create added value with their events is clear.
In terms of the participants, this means creating formats and programmes that satisfy their personal, social and emotional needs for inclusion, appreciative exchange and meaningful activities.
Only if these individual goals are in line with the content and programme items, and the participants feel invited and motivated to engage in new experiences and ideas, will they remember the messages and their own opportunities to act on them in their private and professional contexts beyond the event. Action is the decisive step in creating impact. For the positive shaping of our society and the world in which we live and want to live in the future.
This is the power of the event industry.
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