Meetings Blog May 05, 2017
When Maslow talked about the base layer of his pyramid, he was referring to the basic human needs we all share: food, water, warmth and rest. In terms of event planning, there are some very similar parallels to be drawn.
What are the basic needs of your attendees? They won’t be able to pay attention and participate for long if they are not suitably fed. Whether a planned sit-down lunch, or tapas-style snacks throughout the day, keeping you guests’ hunger and thirst pangs at bay is key.
It goes without saying that any event needs the right location. Is it for 20 people or 2,000? Do we need to showcase large items? What accessibility is required? Would outdoor work better than indoor? All these questions and many more have to be answered when choosing a suitable venue for your event. Then comes the comfort aspect, making sure that the seats or standing areas work for your attendees, both in terms of them being physically comfortable and also allowing them to see, hear, and participate as appropriate.
The element of safety and security is very much linked to the basic needs in Maslow’s theory, and likewise for events. The management at the venue chosen will normally be able to assist with the fundamental security checks that should be made for a gathering and then there’s the logistical aspect. What can be done to make your attendees feel supported and safe?
Ensuring that those involved arrive at the venue with no problems is all part of the planning phase: clear instructions on how to get there, any non-standard procedures they may encounter, and guidance through the live venue should all be thought out beforehand. If it’s clear where everything is – from specific speakers to break-out areas to the toilets – people will feel secure in their participation and will be able to maximize their time.
Another aspect to the security need of an event in 2017 is regarding technology. These days the question from attendees is not, “Do you have Wi-Fi?” instead it’s, “What’s the password?” Having a fast, reliable and secure connection is definitely seen as a basic requirement for most and getting them online as quickly and as easily as possible has to be an event manager’s goal.
When Maslow discussed the psychological needs of love and belonging he looked at friendship, intimacy, trust and affection. He also spoke of the important of feeling part of a group. And this applies very well to our event pyramid in the form of personal and business networking. Being able to get together with your colleagues to discuss what has been said or seen at an event is an important part of the overall experience. As is meeting new people, making business connections and swapping ideas and virtual business cards.
To allow this to happen smoothly – any event manager should hope for these elements to take place without anyone even noticing the planning – think space. Are there suitable rooms or open areas for breakout sessions? Is the food and beverage offering positioned to facilitate attendee mingling while allowing the flow of others around them? Are the tables or counters in those areas amenable to writing notes, charging a tablet and do they provide appropriate lighting? Would creative name or company badges, or modern equivalent like tech-filled bracelets, help people affiliate to a group? Encouraging this networking by-product at an event can be a hugely contributing factor to its overall success.
Attending an event has different objectives depending on the person you ask. Some want to share their knowledge, others are intent on making business connections, while there are those that go with an open mind and want to expand their knowledge. One thing is for sure: everyone wants to have a feeling that their attendance or involvement is valued.
The level four need of ‘esteem’ was originally focused on achievement, status, having independence and gaining respect. For events the equivalent of boosting self-esteem is through attendees seeing the efforts made by the organizer to really understand and consider them. This can be shown in a variety of ways but one is ensuring that there is a smooth flow to the sessions. A clearly planned and communicated agenda as well as slick movement between the content of the day – both in terms of the physical location of the stands and interconnected speaker themes – can add a sense of well-being to all those taking part. Ensure the speakers are relevant and engaging for the audience, create the downtime areas for networking, have appropriate materials for people to interact with or take away, communicate social media and other resources that can be accessed after the event. By delivering a meticulously planned journey through the event you’re much more likely to provide your guests with a more memorable and fulfilling time.
The final level of Maslow’s hierarchy of needs looks at fulfilling your personal potential and growth through experiences. A successful event in our case can certainly achieve this for the attendees taking forward the ideas from level four of learning.
What can an event give an individual that helps them achieve personal growth? Maybe the location, possibly foreign or exclusive, gives them the chance to put a tick on their bucket list. A thrilling talk from a renowned speaker could enhance their understanding of a particular topic. And, on a more general note, having an experience that lives long in the memory is, in itself, a form of personal growth. When planning an event, think what can be done to take an attendee to a higher level of self-fulfillment.
In summary, by using Maslow as inspiration, we can show how the many elements that go into an event have their place in the hierarchy of needs of attendees, including speakers and other guests. You can have a venue and food without helping individuals network effectively or achieve personal growth, but by considering all layers you can target a truly fulfilling and successful event delivery.
