Re-energizing Your Event With Neuroscience

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Using neuroscience factors – such as emotion, senses, mood, and environments – can greatly affect the energy level of your event. Learn how simple changes--such as framing, priming, and social influence--can affect attendees’ attitudes and pay off big.

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  • Hotel room towels--25% more people re-use towels when told that most other guests do.Electric companies
  • Relative deprivation
  • The key to building communities is to connect–engage–inspire.All stakeholders today want the opportunity to share their ideas–and social media offers the chance to touch an audience in advance and again on showsite.
  • During the 2011 Annual Meeting audit, a format was recommended where attendees could share their thoughts and solutions.In 2012, they built the “I’M A PA” video booth, which captured Physician Assistants’ personal stories, insights, advocacy, and pride in their profession.Also, a roaming video crew recorded attendees’ and exhibitors’ off-the-cuff enthusiasm for IMPACT and AAPA membership.These videos were not only viewed during the event, but they were also shared as content afterward.
  • Here’s our most traditional room–the straight-stage room. The semi-circular stage is always placed against a wall. We try to bring the audience as close to the stage as possible.No podium, no panel table--just stools and highboys. High-impact background. Use polling. Lavaliere mics to encourage presenters to walk around.
  • This is our Theater-in-the-Round Room12’ diameter stage in the center of the room.Chairs surrounded the stage.Multisided screen hung above the stage.Confidence monitors are extremely important.Presenters see their presentation.GOBOs on walls make this a unique space. More lively, biophilic images bring in nature.
  • And finally, my favorite set, the Dogbone stage.Started as a catwalk-like concept--encourages presenters to move around or have a dialog.Suspended screen above the stage.Close to audience.Stage in center of room to make audience look at each other—engagement.The first year, we used this for our most technical sessions!
  • This is our Charrette Room–new in 2012.Focus: encourage attendee-to-attendee interaction.Set the stage for a collaborative workshop-like environment.Rented round stage in center.Audience seating arranged in arcs to facilitate small-group collaboration.Supplied boards, paper, and markers for group work.
  • Re-energizing Your Event With Neuroscience

    1. 1. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Re-Energizing Your Event With Neuroscience Melinda Kendall Senior Vice President Freeman @melindakendall #freemanco
    2. 2. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. As presented at the IAEE Expo! Expo! Annual Meeting and Exhibition Dec. 10-12, 2013 Houston, TX
    3. 3. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Neuroscience Brain mapping
    4. 4. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Behavioral Science How we think, feel, perceive. How we interact.
    5. 5. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Key topics Key behavioral science concepts Stimulating the senses Emotion Setting the mood Learning environments
    6. 6. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Social Proof Humans are more likely to make a decision if others already have.
    7. 7. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Which One Works Better? A. Please consider the environment and re-use your towels. B. 75% of our guests choose to re-use their towels.
    8. 8. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    9. 9. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Framing How information is shared affects how it is perceived. Losses are not the mirror of gains.
    10. 10. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Framing It is bedtime in 10 minutes. vs. You can play for 10 more minutes before bed. Are you having a good show? vs. We have 5% more buyers than last year!
    11. 11. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Reference Dependence We judge compared to what we have or had, not against an absolute scale.
    12. 12. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Reference Dependence Your show is always compared to last year’s. What’s new, better, different?
    13. 13. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Priming Initial stimulus influences what comes after.
    14. 14. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Priming Impressions on walking into the building Impressions on walking into the room Opening content of a presentation Share objectives Industry expert Giving a head-start in a points-based system Triggering emotional reaction to taste or smells
    15. 15. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Stimulating the Five Senses
    16. 16. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Sight Artwork and nature increase creativity. The color red sharpens memories. Juxtaposed items create associations. Patterns and perceived obstacles guide travel paths
    17. 17. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    18. 18. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Lifestyle
    19. 19. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Brand Image
    20. 20. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    21. 21. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Sounds General session stinger music Background music Toy fair: Baby laughing Retail event: radio advertising
    22. 22. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Lobby Music
    23. 23. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Smell Provokes strong subconscious associations Home, garden, childhood
    24. 24. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    25. 25. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    26. 26. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Touch A cold drink makes you think someone is cold and distant, compared with a hot drink.
    27. 27. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    28. 28. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    29. 29. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Taste Protein-rich breakfast helps focus the morning. Sugary breaks give a quick energy high--then plummets Salty snacks reduce social anxiety. Caffeine improves attention and task switching.
    30. 30. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Associations Refreshing Heavy
    31. 31. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Emotion
    32. 32. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    33. 33. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    34. 34. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    35. 35. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    36. 36. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    37. 37. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    38. 38. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    39. 39. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    40. 40. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    41. 41. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Building Community by including personal voices
    42. 42. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. WIND WORKS Campaign Picture It! Photo Booth
    43. 43. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Building Community American Association of Physician Assistants People love sharing their ideas and best practices. •P
    44. 44. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Industry Pride
    45. 45. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Setting a Mood
    46. 46. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The ‘Guru of Giggling’: Dr. Madan Kataria Laughter Yoga is a combination of group laughter exercises with yoga breathing techniques. It’s a refreshing reminder that it’s OK to be silly. Silly is good. Wake Up and Laugh With Us
    47. 47. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Converging at the Circle of Palms
    48. 48. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    49. 49. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Learning Environments The brain doesn’t pay attention to boring things.
    50. 50. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Straight Stage
    51. 51. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Theater in the Round
    52. 52. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Dogbone Stage
    53. 53. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    54. 54. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    55. 55. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Charrette Room
    56. 56. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Meet the Experts
    57. 57. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Applying Behavioral Science to Events melinda.kendall@freemanco.com

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