Forum activities represents the future of a conference. When organizing a conference, the number of forums and the guests being invited are the standard for people to evaluate it. Therefore, many meeting organizers try hard to hold more forums in a conference and invite more guests. It has become a common phenomenon nowadays. However, the situation seems to be run out of hands these years. Taking a conference in Shanghai to be an example, with 40 forums all over the venue, the participants ran up and down stairs, and some important forums could not get enough audiences and had to be ended early. Hence, when adding forums in a conference, the planner should take the knock-on effect into consideration.
參會(huì)人數(shù)代表會(huì)議規(guī)模,參會(huì)嘉賓代表會(huì)議檔次;而在會(huì)議的品牌核心及吸引力打造方面,什么才能代表會(huì)議的未來(lái)呢?
答案似乎只有一個(gè),那就是論壇活動(dòng)。
毋庸置疑,辦會(huì)時(shí),分論壇和分活動(dòng)的多少,以及參會(huì)嘉賓的重量等級(jí),這些確實(shí)是人們對(duì)會(huì)議含金量的重要評(píng)價(jià)指標(biāo)。受此影響,現(xiàn)在的很多會(huì)議組織者也都在努力的為自己的會(huì)議邀請(qǐng)重量嘉賓、增設(shè)分會(huì)場(chǎng)和分論壇;甚至,嘉賓多、論壇多、活動(dòng)多已然成為大型會(huì)議的普遍現(xiàn)象。
以“+”促會(huì)。會(huì)議主辦方的這種改變,作為打造會(huì)議聲勢(shì)的傳統(tǒng)初衷,作為迎合參會(huì)者對(duì)活動(dòng)專(zhuān)業(yè)度的挑剔要求,本無(wú)可厚非,但由此而帶出的連鎖反應(yīng)卻并不樂(lè)觀!如果處理不善,不僅會(huì)使參會(huì)者在各分會(huì)場(chǎng)之間疲于奔命,還會(huì)產(chǎn)生一系列不良效果,比如因人員分流而造成的分會(huì)場(chǎng)空位率增高、因分會(huì)場(chǎng)之間的不良競(jìng)爭(zhēng)而使人們對(duì)大會(huì)整體印象減分,以及因嘉賓過(guò)多而在服務(wù)上造成應(yīng)接不暇、顧此失彼等,這些因盲目亂“+”而出現(xiàn)的“辦會(huì)泡沫”,已經(jīng)影響到了一些會(huì)議的品牌及核心吸引力打造。
比如今年在上海召開(kāi)的某國(guó)際性商務(wù)會(huì)議。兩天的會(huì)議,前幾屆都是一個(gè)主論壇加五個(gè)分論壇,外加幾場(chǎng)推介活動(dòng);因?yàn)榫劢裹c(diǎn)和人員都相對(duì)集中,所以,不論是現(xiàn)場(chǎng)效果還是觀眾反響,都非常良好。而今年,主辦方突然把同期的分論壇活動(dòng)通過(guò)分包形式,增加到了近40場(chǎng),場(chǎng)地也變成了樓上樓下都有;這樣一來(lái),“分論壇吃不飽,嘉賓觀眾滿樓跑”的情況,一下就變成了該會(huì)的最大“痛點(diǎn)”,而受此影響,一些本來(lái)能引起高度反響的演講和討論,也只能“草草收?qǐng)觥薄?/p>
所謂,末大必折,尾大不掉。通過(guò)不斷的給會(huì)議添加新元素,以促使會(huì)議越辦越好是常理,是好事。比如博鰲亞洲論壇,去年圍繞年會(huì)主題設(shè)置了大小77場(chǎng)分論壇或活動(dòng),而今年就增加到了90多場(chǎng),并取得了空前成功。由此可鑒,作為資源與信息的集聚平臺(tái),尤其是處在轉(zhuǎn)型變革期的會(huì)議產(chǎn)業(yè),其實(shí)“+”并沒(méi)有錯(cuò),關(guān)鍵是在“+”時(shí)沒(méi)有理清次序思維,或是“+”的急了些、偏了些,沒(méi)有考慮“+”的連帶效應(yīng)。
通過(guò)“+”以適應(yīng)市場(chǎng),贏得未來(lái),是會(huì)議創(chuàng)新的一種思路和必須,畢竟,革新融合才是發(fā)展中流。但對(duì)于機(jī)會(huì),“過(guò)量”有時(shí)比“饑渴” 更易讓人失敗;所以,辦會(huì),千萬(wàn)不能盲目亂“+”!
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