Do you have a case of Zombie Audience?

They stumble out of the general session, bleary and dazed. They have all the hallmarks of classic Zombie Audience; their bodies are there, but their brains? That’s not so certain. They just had 2-3 hours of Very Important Information wash completely over them. But wait? What’s this?

Coffee. Ahead. At the break station.

Hallelujah. Thank goodness for small miracles.


There are three barriers that can turn the audience from an energized, excited and engaged audience into a Zombie Audience.  Overcome these barriers and the audience leaves the event WITH that Very Important Information in their brains. 

The number one barrier? They stop listening. Not on purpose, mind you, but the average person disengages in 6-8 minutes. That is, UNLESS the information is presented in a new, creative, engaging way. 6-8 minutes! That’s less time than it takes to get your morning latte at the coffee drive-through.

The second barrier? They don’t remember the information presented (even if they are listening). Fact: 95% of what is delivered is forgotten 24 hours later without intervention. The really scary part? You don’t know WHICH 5% is sticking. Now that’s a statistic straight out of a horror flick.

The third barrier? They don’t buy in to your message. The thing that convinces you, isn’t necessarily the thing that convinces someone else. Some people want facts and figures, others want to see evidence that a plan has worked before, still others want to know that it’s what their peers are doing.

The point is, the way people learn is the opposite way in which information is usually presented. Break down these barriers and you’ll have a real, live audience who gets your message—not a bunch of b-movie extras.
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To begin or to end: Where should you put your Keynote Speaker?

How you structure an event has, naturally, a huge impact on the audience experience.

Ideally, a event should build off excitement and end up on a higher note than it ended. There's nothing worse than being exhausted and unmotivated at the end of a three day conference.

When considering a keynote speaker, it's important to take the structure and flow of the entire event into account.

When clients are deciding on their agenda and we're not consulting in that capacity, they have different reasons for putting the keynote speaker in different places throughout the event:

Beginning: We wanted to kick off the event on a high note and put energy into that first morning. You know, set the tone!

Middle: We thought the energy would be lagging, so we wanted to put the keynote in the middle of the event to get everyone pumped up.

End: We want to leave everyone on a high note and have them leave the event feeling pumped.

None of these places is inherently wrong--depending on what else you have planned for the event AND the messaging from the speaker--but here are some things to consider:
  • A keynote is a professional speaker--how will the speaker after him/her compare?
  • Will the rest of the event live up to the promise of the keynote?
  • Does this give the audience adequate time to absorb a really important message?
  • Will the audience forget the message by the end of the event?
  • Are you going to DO something with the keynote messaging throughout the rest of the event?
  • Will the audience be worn out by the time the keynote speaker comes around and/or skipping out on the event to handle neglected business?
So where do you put your keynote speaker? Unless the entire event is structured in a way to keep the audience totally, thoroughly engaged with no lag--we'll usually recommend putting the keynote speech at the end or toward the end of an event. 
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Voting with a Smartphone: What could go wrong?

We found an email in our inbox with the intriguing subject line: Smartphone voting for your next event? What could possibly go wrong?

Since we've been using various audience response pads for large audience-wide games--and have gotten some pushback from people saying, "Why can't everyone just use their phones--why do we have to have separate pads?" this email was intriguing to us. 

We expected to find a new solution; a foolproof way to incorporate smartphone voting--maybe ensuring that concerns like connection strength in a hotel ballroom were addressed and mitigated. But alas, what we found are succinct and compelling reasons NOT to rely on smartphone voting that we've been trying to put into words all along.

Basically it comes down to 3 main points that are tough to regulate--unless everyone has a company-distributed phone (and sometimes not even then).

  1. Phone variations: Everyone has a different make, model, operating system and carrier--all with different operating speeds and load times that can adversely affect the voting or ring-in process. 
  2. Complexity: Phones aren't meant to be voting or ring-in devices. Invariably you're routing a vote through your phone's own security, an app, the internet, etc. 
  3. User responsibility: There's no way to ensure that people come to the meeting with their phones charged, relevant apps downloaded, etc. 

We would also add: For years, the opening messages of meetings have included the phrase: "Please turn off your cell phones...." Obviously if you were using smartphones as a voting device you would not include this message word-for-word, but the original purpose for this message is lost. You don't want your audience to be surfing the web instead of listening to crucial content. You don't want them checking their email when they're supposed to be participating in a teambuilding activity. You certainly don't want the harmonious chimes and dings of alerts, updates, messages, texts and phone calls sounding off in the middle of your meeting either.

When you want the audience to focus on your event and you're trying hard to engage them (with, say, an audience-response game) you don't want to put the number one distraction device (smartphone with internet, email, games, etc.) in their hands and tell them to have it turned on and logged in. 

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Fixing Your Panel of Peril

In the last blog entry we pointed out the ways in which panels so often fail. They start out as good ideas--a way to add more variety and interaction into a presentation or topic--but they are perilous if done incorrectly.

That's not to say that you *shouldn't* have panels. Panels *can* be a good solution--they just need to be thought-out and treated very conscientiously.

Here are some ways that you can "fix" a panel, or ensure that your panel isn't just another way to make your audience "check out":

1. Have a Great Moderator.
A panel without a moderator is like a ship without a rudder; the panelists can wander aimlessly or go off in the wrong direction, have unequal time or unequal focus on a subject.
A panel with a bad moderator adds nothing to the topic.
However, a lively, interactive moderator with a working knowledge of the subject matter can steer a panel away from tediousness or focusing too long on a subject. They can sense when the audience is getting restless and switch to a different panelist, change the tone of the discussion, or even wrap up. A great moderator can also inject humor and interaction in a skilled way.

2. Establish strict rules and structured content/outcomes.
We are amazed how frequently people design panels with no outcomes. Like any presentation, a panel should have a focused result in mind; at the end of the panel, what will the audience think, know, and do differently as a result of what they've heard?
Likewise, a panel should have structure and--dare we say it--some rules. The participants should know what to expect and what is expected of them. Too many times companies bring on guest panelists and therefore feel that they have no say over what the panelists choose to do. However, it is imperative to control the panel for the sake of content clarity and audience interest.
Rules sound imposing, but consider something like--say--the presidential debates. A debate isn't exactly the same thing, but imagine how different (long/one-sided/unfocused) they would be if the candidates didn't have firm time limits on their segments.

3. Solicit audience questions ahead of time.
Audience interaction and personalization is a wonderful thing. However, audience questions during a panel so often go astray; audience members ask questions that are only relevant to them, feel shy about asking "real" questions, or just ask questions for the sake of getting face-time.
We wouldn't suggest cutting out audience interaction, but soliciting audience questions ahead of time allows for a number of things:
  • You get to sort through the questions to select the most broadly relevant topics.
  • You can pre-prepare the panelists so they have relevant/good/thorough answers.
  • You can make sure that you get the quality and caliber of questions that you need to make an interesting segment. 
  • You can steer away from or toward controversy as desired--and you don't get caught up in the mire of a sore subject.
The panelists can still interact with the audience; i.e. asking if there is a follow-up question to one they answered, or soliciting feedback from that answer.

4. Take a cue from late night talk shows--pre-interview panelists to get stories.
Late night talk show guests almost always seem witty, charming, funny and engaging on the show. This isn't because they all *are* witty, charming, funny and engaging (though some may very well be) it's because they have a skilled interviewer (similar to a skilled moderator) and they have been pre-interviewed to get stories.
Stories are one of the most powerful engagement tools a presenter can use. Our brains are naturally attracted to a story; we want to know what happens, brain wave activity increases, we enter active listening mode. A late night talk show guest will have a list of stories prepared that the interviewer can draw from to make the guest seem innately interesting. A panelist should do the same thing; have a reference list of relevant stories and examples prepared around the content at hand.

5. Find points of disagreement/controversy/interest and bring it out. 
In pre-panel interviews, find the elements of the topic that will make panelists disagree or--to put it a more diplomatic way--offer differing perspectives. That's not to say that there should be a panel of negativity or fighting--but panels where the only thing a panelist has to contribute to another's opinion is agreement and elaboration get stale fairly quickly. Panelists should be able to talk about a topic from different, diverse angles and bring their unique spin, perspective and opinion to the table in a way that intrigues the audience and inspires them to hear more. Even if there are only one or two points of disagreement or controversy, sprinkle them into the panel to add interest.
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The Five Perils of a Panel

Panels during event general sessions seem like a good idea at first: you're utilizing different presenters, so there's a change in focus/attention every 5-6 minutes, you're engaging in a discussion format that seems like it would be more engaging, you have the opportunity to get different perspectives, and you may even have some audience interaction in the form of questions.

Indeed, panel discussions at places like ComicCon and similar are exceedingly popular and very interesting to their super-fans. The key there being super-fans.

How about when you have a sales audience and you have a panel of customers?
A panel of executives presenting to the rank and file?

This is an entirely different story. These panels often come off as flat, unengaging and boring. When you look at the best aspects of a great presentation, these elements seem to be missing in panels entirely. So why are these panels so painful and deadly-dull for the audience? Where do panels go wrong?

1. They're usually not needed and have unclear outcomes.
Typically people come up with the idea to do a panel because they think it will be more interesting than a series of presentations. That may be the case, but doing a panel for the sake of doing a panel doesn't produce the results one desires. Panels are not exempt from needing explicit, clear and focused outcomes. Without an outcome, the panel can wander, lose focus or suffer from a lack of focus to begin with.

2. The dynamics of a panel often fall flat.
What is intended to be a differentiated format often offers no differentiation of its own within itself. There is no emotional charge behind a panel. They suffer from a lack of narrative drive, and there is no cohesive story to captivate and intrigue the audience. Often times the presenters lack chemistry or relation to each other, so even the format of the panel cannot be used correctly.

3. Panel presenters have a broad spectrum of ability.
Some panel members may be very engaging and others may not. This would seem to be fine, but often those that aren't engaging or may not even have much to say about a topic at hand feel obligated to jump in on a topic to fulfill their panel time or justify their presence on the panel. Instead of hearing from an expert in a cohesive way, the audience may hear from several non-experts in a disjointed way. With uneven presentation skills, the audience comes away with the experience provided by the lowest common denominator.

4. Panels give a lack of control over presentations. 
Panels--especially those featuring gracious customers or outside volunteers--offer very little control over the messaging and storyline. It's easy, within a panel discussion, to veer off-topic or into taboo territory. Presenters may grandstand or focus on what they find interesting about a topic versus what the audience needs to know or what the audience finds interesting.

5. Audience questions fizzle out in a panel.
This is not a problem unique to panels, but it can be amplified by the panel format. In order to incorporate audience interaction, panels often will solicit questions from the audience. The audience will then typically ask what is most important to them personally...and it may have absolutely zero relevance to anyone else in the room. Generally audiences are not great at moderating their question level to the broader interest of the group at large. In a panel, then, you may have a question come up with little relevance, but that ends up taking up a large chunk of the panel time.


Panels aren't all bad--don't get us wrong--it's just that they are so often misused and abused. So how does one go about fixing panel perils? Our next blog installment will cover what you can do to make a panel more effective.
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Three reasons to consider the Hermann Brain Dominance Instrument (HBDI) when planning your next event.

The Hermann Brain Dominance Instrument (or HBDI...or "Whole Brain" model) is one of the most highly researched brain models out there; showing how different people have a tendency to view various situations differently, respond to different stimuli, and even gravitate toward different professions.

Those in the "A" quadrant tend to be the Analyzers of the group. The Analyzers are highly logical and quantitative. These would be your CFOs, perhaps even some accountants, etc. For them, the most persuasive argument for adopting a new process is to lay out the numbers. What will it mean to the bottom line?

Those in the "B" quadrant are your Organizers. The Organizers respond to order and detail. These are likely your meeting planners. Theyʼre highly efficient and good at making sure that everything falls into place. As long as things are checked off the list in a timely manner, theyʼre with you.

Those in the "C" quadrant are your Personalizers. The Personalizers in an organization are often the human resources personnel. These are also the teachers, the social workers, etc. They are very concerned about how people are going to feel about information and are persuaded by a collectivist good.

And finally, those in the "D" quadrant? Those are your Strategizers. The Strategizers are your sales people. It doesnʼt matter much if information is perfectly laid out. It doesnʼt always have to be super logical or in detailed steps.
What matters is that the information/process/etc. makes sense and is relevant to them.

With this in mind, what are three things you should consider with regard to the HBDI and your next event?

  1. The makeup of our profession correlates with, at least somewhat, the makeup of our brain and how we are persuaded. If your audience is full of sales reps, they're going to fall into a different quadrant--generally speaking--than, say, human resource directors. Paying attention to who is in your audience can give you clues on HOW to present your key messaging. Data isn't always bad. Playing to the emotion of the story isn't always right (though engagement IS absolutely critical). 
  2. Not every audience is the same, so your solutions shouldn't be the same. You're having a sales meeting. To convince your sales force that you're going to have a great year, you throw data at them. The collective eyes glaze over and the messaging is lost. You're having a meeting of CFOs. To convince the CFOs that you're going to have a great year, you throw data at them. They are enthusiastic.
  3. When you think about the whole brain, you think about the whole audience. It's unlikely that your audience will be *only* in one quadrant. Crafting a multi-faceted presentation with persuasion coming from multiple angles (i.e. data, story, interaction, WIIFM) will reach the whole audience and the whole brain.
There's a challenge that comes into all this: the designers of a meeting are typically not in the quadrant that their audience resides. The CFO giving a presentation for a human resources department is unlikely to persuade them. Therefore you can have a meeting planner--concerned with all the points fitting into their proper place--having a meeting for a sales force that craves interaction, engagement and a clear, concise message.
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Important Message + Humor = Engaging Message Delivery

Like any company that produces/consults on a lot of corporate events, we end up traveling frequently. The one thing we hear on every flight is that take-off safety message. Fasten your safety belts by clicking the buckle and tighten so it sits...blah, blah, blah... Most frequent fliers don't pay attention to these messages anymore. Heck, some sometimes-fliers tune out.

But this messaging is VERY important and could save a passenger's life in the event of an emergency. So what's an airline to do? Add in humor.

Delta put out two new safety videos:

Version 1:


Version 2:

The thing that's so strikingly good about these videos? They take their message seriously but they don't take themselves seriously. They know that people are tuning them out, but their message is critical, so they add moments of novelty and absurdity. These little "bonus" additions give the viewer something to focus on. It refreshes their attention and makes them look forward to the next moment of novelty or delight.

We hear a lot of companies say that their message is SO important that to have fun with it would diminish its seriousness. Well, what's more important than safety information in the event of a life-threatening situation? The fun doesn't diminish the message. The point is this: No matter how serious your subject, if your audience is tuning it out, it isn't going to be heard and remembered. Therefore it pays to have a little fun with it.

We here at Live Spark have flown hundreds and thousands of times. We've HEARD these pre-flight messages before. And yet we all watched these videos all the way through...twice.
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How to Acknowledge Sponsors...in a Song.



We come across this issue frequently--especially in forums, associations, or events with a showcase/tradeshow component: How does one give sponsors appropriate face time in the main event?

We've seen logos on the wall, in PowerPoints...we've had emcees and presenters thank them, we've had sponsor signs in break tables, etc. All of these things are good, but in addition to those we like to thank sponsors...in a song.

Not only is a parody song funny and engaging, but it ensures that every attendee is paying complete attention when the sponsor is getting their name-check. Sponsors are often very important and they deserve a little fanfare.

The video in this blog is Neighthan the Horse, thanking the sponsors to the tune of "My Favorite Things" at an event. Not only do they get a name check, but they also have a line about what they do--elevating the sponsor shout-out above a slide with logos and a round of applause.
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How to select an AniMate for an event.

So you want to use an AniMate for your event.

(And why wouldn't you? They engage an audience, further your message, increase content retention, add humor and interactivity and become one of the favorite elements of any event for years to come...)

How do you know which AniMated character is right for you? There are two ways to think about an AniMate--what is their role, and what is their character.

Role: An AniMate's role encompasses what they mean to the audience. Who are they? Are they a mascot? One of the audience? These don't have to be clearly drawn along character lines--a member of the audience doesn't have to be a humanoid character and a mascot doesn't have to be an animal, etc.

Character: A character is the actual form the AniMate is going to take. Are they a human? A bird? A talking line?  Characters can be humanoid, animal, logos coming to life, abstract designs, talking products, etc.

When our clients are selecting an AniMate, the selection process doesn't just happen one way (first we decide on a character, then figure out his role or vice versa), this can be inspired in many ways--from a beloved company mascot to getting inspiration from a location (our most recent AniMate was a horse after finding out the event was being held at Wild Horse Pass). The most important thing about the AniMate, however, is not what form it takes, but its role. The role determines what tone the characters' messaging will take and how they relate to the audience.

Company/Program Mascot: Some companies have pre-existing mascots that can come to life, others want to create a mascot for an event, program or as an ongoing part of their company. A mascot takes on an inspirational role and supports the event in a more company-centric way. A few examples of mascots we've AniMated: The Pillsbury Dough Boy, Geoffrey the Giraffe, Charge the Rhino, and several other logos/characters that have either come to life or have been developed specifically for the event.

Future Character: A character that knows what is going to happen in the future, and is excited to be at this event to share their wisdom/knowledge, and to urge the audience in a certain direction. They can be there because this is truly the time when everything all comes together, or because it's the moment where they need to make a decision to change things radically in order to succeed.

One of the Audience/Audience Advocate: This is a character who--in some way--represents a member of the audience. They could have either been "sucked in" to the virtual world somehow, or be someone/some thing who was planning on attending for the first time. (I.e. In a convention of meeting planners, we had Eddie the Eagle--who was the head of meeting planners for eagles.) They have the audience's interests in mind and ask the same questions that they would ask. These are usually the most compelling and effective characters; especially if the audience needs to be persuaded or the company is facing challenges ahead.

Skeptical Joiner: A character that appears at an event with ingrained skepticism apart and perhaps above what the audience could typically express. This could be a representation of a new-hire or someone applying to be one of the audience, something who is looking for a team to join, or someone who is not certain they believe in a new product or idea. Eventually, of course, they come around; taking the audience on the journey with them. Two examples of skeptical joiner characters we've done are Petey the Pirate--who was just a pirate sailing on into the event and seeing if this was the right sales force to loot and plunder with (if the company had the right plan and the right resources and were ready to go)--and Lenny the Louse (a louse that showed up at the meeting of a lice-removal product launch with confidence that he would still be okay...but then getting more and more frightened as he learned about the product, and eventually deciding, "If you can't beat 'em, join 'em".)

Product Advocate: This character is more often used in tradeshow environments than in meetings. Their role is to promote a product to the audience in a variety of different ways. They can be a user, an expert (i.e. a professor) or they can even be the product themselves. They communicate the different features and benefits and can answer any questions about the product on the minds of the audience.

Emcee Only: Sometimes you need a little character in your event. Characters don't always have to interact with presenters and further the message. I mean, we think it's most effective when they do, but they are also engaging in their own right. They have the advantage of being a unique and novel host and can bring humor along with serving as a point of continuity throughout an event. Sometimes they aid a human (real-live-non-animated) host in their role, delivering essential housekeeping and other logistical notes in an engaging way.


Character roles are not limited by these categories, of course, just as they're not limited in form. We do, however, spend extensive time with our clients developing a character, role, and figuring out how the AniMate can best serve the event based on the event outcomes.
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A Talking Horse (of course, of course)

Our client was hosting their annual event--the first User's Forum in 4 years after a 30 year tradition--at Wild Horse Pass in Arizona.

There was excitement all around. The location was beautiful and the event was much-anticipated after its absence. We had previously done an AniMate for the same company's internal show with huge success and many, many raves--so they wanted to bring a little of that magic to the conference for their users.

But which character to use? There are many ways to choose which AniMate is right for your event (we'll get into that in the next blog entry), but in this case they looked to the resort for inspiration.

Wild Horse Pass? How about a talking horse? Enter "Neighthan" (pronounced neeeeeeeighthan).

But as fun as it may seem, one cannot just have a talking horse for the sake of a talking horse. This horse was entertaining and fun, but was also there for serious business. The client had specific goals that they wanted the horse--as co-emcee--to accomplish:
  • Help introduce the new internal emcee to the audience and establish his credibility
  • Foster a feeling of community
  • Continue on a tradition of entertainment in the general sessions
  • Make a big splash without losing meaning
  • Communicate key message points about the product
  • Help convey housekeeping, maintain general session flow, and other regular emcee duties
  • Host interactive games that would inspire the audience to come *back* to the end-of-day sessions

The result? Neighthan was universally beloved by the audience; who looked forward to seeing him. Not only that, but his co-emcee (the internal emcee) described himself as being "like a rockstar". Neighthan elevated the other emcee in his role as well as entertaining and engaging the audience on a talking-horse level. Neighthan was positioned as a fellow forum attendee and user (only from a "one-man town" instead of a "one-horse town"), so he had permission to ask questions, recap product information that he was "learning" along with the audience, and become part of the community.

The next year's event won't be in Wild Horse Pass, but that doesn't mean our client won't be putting Neighthan in his virtual trailer and taking him along for the ride. In just two days, he became a part of the team--making our client look wonderful in the eyes of their users.

Now that's a horse of a different color.
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