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When David Allison spoke at the COMIR Conference in Leon, Mexico, he revealed the results of a study that identified the shared values of people who attend meetings and events in Mexico. This article is based on those research findings.
Event planners understand that creating memorable and engaging experiences for participants is crucial to the success of any event. However, there's a science to engagement that goes beyond traditional methods. At the COMIR Conference in Leon, I introduced the concept of Valuegraphics and shared insights specific to event participants in Mexico - insights that can revolutionize how you plan and execute events. Let's explore how you can use three of the shared human values — which we call the Power Values — to transform event engagement.
Understanding the Power Values
In preparation for my presentation at COMIR, we utilized the hundreds of millions of data points in our inventory of human values to profile people who attend events in Mexico. While this encompasses a broad audience from diverse backgrounds, and a study for a specific industry or brand would yield more precise results, we identified shared values that motivate people to register for events, as values drive every decision people make.
We identified three core values particularly significant to this audience: Personal Growth, Health & Well-being, and Experiences. These Power Values provide a unique lens through which you can enhance event engagement.
1. The Value of Personal Growth
What It Means: For event participants in Mexico, the shared value of Personal Growth revolves around having specific goals that pursue their vision of an ideal life. It's not about general self-improvement but rather achieving precise objectives that relate to their dream life.
How to Leverage This: Consider incorporating workshops or sessions that help participants set and refine personal and professional goals. Implement digital platforms accessible before, during, and after events for progress tracking and motivation. If you can link this back to your event's purpose, that's ideal, but even standalone goal-setting activities will align with what people value, increasing engagement and attendance.
2. The Value of Health & Well-Being
What It Means: Health & Well-Being for this audience is about maintaining health as a foundation for everything else. It's not focused on athletic achievements but on preserving their capacity to pursue other life goals.
How to Leverage This: Consider providing a wellness concierge service for your next event, either through an app or a dedicated staff member. This service, available from the moment registration opens, can guide participants to various health and well-being solutions throughout the event. From locating running trails to organizing networking gym sessions or ensuring dietary needs are met, this service demonstrates your commitment to participants' values, contributing to your event's success.
3. The Value of Experiences
What It Means: For this group, Experiences are about fostering a sense of belonging. They're not motivated by experiences for their own sake but by those that create community and connection.
How to Leverage This: While events typically focus on networking and education, consider creating a menu of experiential networking events. Participants could network while learning a new skill, engaging in team-building challenges, or contributing to a community project. These activities create deeper connections among participants while aligning with the Power Value of Experiences.
The Power of Shared Human Values
We identify the Power Values for each keynote I deliver using an extensive survey process, our vast values inventory, and rigorous statistical analysis. Values drive everything people do, who they are, and who they will become. Understanding shared values allows you to create events that are not only engaging but also deeply meaningful.
By focusing on the Power Values of Personal Growth, Health & Well-Being, and Experiences, you can transform how you engage your audience at events. The ideas presented here are intended to spark your own creative solutions that are specifically applicable to your situation. When you align your event strategies with what participants value most, you create a powerful connection that enhances their overall experience and ensures they return for future events.
Values are the answer. Let’s put them to work.
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