Annette Gregg With Ruud Janssen BACKstage #DESIGNtoCHANGE

Meet Annette Gregg - CEO at SITE - Society for Incentive Travel Excellence. She is in conversation with Ruud Janssen on this episode of Design to Change. Linkedin = https://www.linkedin.com/in/annettegregg/ SITE Global Congress New York City = https://siteglobal.com/event/global-conference-nyc * How do you involve others in the change you design for?
 Ask a lot of questions about their goals and objectives for the events. Have them think about all the audience types and what they want each stakeholder to "think, feel and do" before, during and after their event. * How do the events you design become markers of change in your organisation?
 Bringing people together is magic. We unleash ideas, collaboration, relationship. At SITE, we design opportunities at our conferences for attendees to solve big and small challenges in their businesses and our industry. * How do you have that conversation with your event owner?
 Event owners have personal and professional goals around their events. Ask questions about what they personally want to achieve, and what a successful event would look like. * How do you enable them to express their vision? 
Taking the conversation higher than location and setting, but have them describe what they want participants to think and feel while at their event. What would the headline the next day be about their event? * How do you enable them to connect the vision to the event story?
Once we discover what the event owner wants participants to think and feel, we can design activations and touchpoints that can drive that sentiment and behavior. * How do you articulate the value it creates ?
 With clarity on what success looks like, we can ask better questions in event surveys. If we want our annual convention to drive customer/member loyalty, we can ask "How likely are you to renew your membership as a result of attending the annual meeting?"