The Proximity Principle At Events
What’s the proximity degree at your event?
This is the first question that I ask the core teams responsible for designing events. The usual answer is ’round table seating’/ ‘theatre style seating’. Many describe the design of registration table, stall area, food area etc.
Why are people coming to your event?
Networking is one of the top factors that pulls people towards attending a certain professional gathering. The primary consideration hence for any event design team must be to accelerate/ enable networking.
I will come to the design and layout in another post, first networking!
Have you ever wondered, how many steps away from a certain person can I get to know him and hence approach him? At most events people use the card dangling from the lanyard. Most times one needs to look up the card to know the person and his/ her company.
I compare this to increasing at least 3 clicks on the web/ mobile site for your customer to make purchase. Would you do it?
The most impactful design for a networking card is: a square card with white background, the brand name on top and persons name right below. Use the Roboto Medium font OR Raleway. A font size ranging between 14 – 20 is best depending upon the card paper quality and the size.
Give each ‘registered attendee’ 100 introduction cards: Green/ Yellow proximity cards
This is one of the most incredible techniques that works always. To all ‘registered attendees’ offer 100 introduction cards. Each card is designated ‘green’ and ‘yellow’.
Green designates that an attendee wants to do business with your company and has an opportunity/ offer to discuss. Yellow designates that I am yet unclear of a structured opportunity to explore with you.
Each card has the name, designation, company name, URL of the company.
Design winning events