With BizBash IdeaFest coming up soon in Los Angeles, I
had the opportunity to talk with David Merrell, president and creative director
at AOO Events about the workshop he will be facilitating which will mentor
planners through "Brainstorming Your Way to
Better Events." After talking with David, I felt we had just
scratched the surface of this topic, and I encourage anyone who is designing
events and experiences who is at IdeaFest to make sure you stop by and join
this conversation. Below you will find some of the questions I asked and
David’s responses.
TE: Thank you for taking the time to talk to day. Can
you tell me first how you approach brainstorming in your own team?
DM: It is important to have multiple perspectives and
we include producers, designers, our VP of Operations and those who want to
have their voice heard – ideas and seeds of ideas can come from people you
least expect. I will start with a description of the client, the event
and what they want to accomplish. We make it clear that we are here to
share ideas and “no idea is stupid – throw it all at us” and then let it flow,
capturing the ideas where we can all see them.
TE: Do you have any tips for drawing ideas out of
quieter people?
DM: We are in an industry and company full of strong
“A-Type personalities” and we are brainstorming to share ideas, and if you
don’t want your voice to be heard, it won’t be. We have had people that
we stopped inviting to these sessions because they were not contributing, and
when we talked about why they were not attending, they returned, and returned
to have their ideas heard, and their contributions have been great.
TE: Do you brainstorm with key vendor partners – and when
would you choose this approach? I ask this as we live in our world of
events filled with “competitive colleagues” and often challenging RFP
processes.
DM: In an RFP I don’t want to completely design out
the event so less engagement at this stage is normal. You don’t want to
give ALL your clever ideas and total design away! It should be taken on a
case by case basis. The exception to this would be if we need really
clever ideas around entertainment or technology in particular, as these change
so quickly, and sometimes it will be that one clever idea the focuses the
client and wins the business. Once we know that we have the business then we
want to bring in the best and brightest of our partners and together
collaborate to make each event the best it can be using all our resources and
ideas.
TE: When is it appropriate to do a brainstorm with
clients – vs guiding them from your own experience and brainstorming around
their event / How do you guide your clients through the process to
collaborative success?
Note: this next part of our interview became a rather
passionate discussion as Dave and I completely agree that our industry has set
itself up for a backwards approach to successful design.
DM: The biggest challenge with the RFP process is that
corporations completely skip this step of including their creative teams.
Clients should be hiring for ideas and expertise but in the RFP they ask for
one set of ideas with firm budgets attached, but without any collaboration or
discussion. For example, when you are hiring an interior designer you select
based on their portfolio, experience and fit with your needs and then you
decide on a retainer and begin designing. Event designers should also be
engaged in this way, rather than in an RFP that is about buying stuff rather
than focused on creativity or contribution to the process.
TE: Let’s talk about the timing of brainstorming.
DM: Clients would be best served to bring us in early
and share objectives, and then you can build a team that offers a variety
of perspectives, different lenses to view the ideas through, particularly when
we are working alongside agency partners in PR and Marketing. Here the
producers, event designers and vendor partners have the depth and experience to
take the great experiential ideas and concepts that clients may be dreaming of,
and determine ways to execute these in a meaningful and memorable way.
You will be able to brainstorm ways to accomplish their objectives in ways that
would never have been addressed if you are not engaged early enough.
TE: How did you learn how to brainstorm and do you
have a favorite approach?
DM: I got really good at understanding brainstorming
when I first became involved with my local chapter of ISES, in various
leadership roles up to President of ISES-Los
Angeles. You have to move a strong group of
talented individuals through a collective process as a Board, understanding
there are egos involved, perspectives to consider, and that you must exercise
patience and inclusion. If you let your own ego get in the way, you will
have one dimensional ideas. There is always more power in collaboration and
inviting a third set of eyes will allow you to see things you don’t see on your
own.
TE: Any final thoughts?
DM: Enroll everyone in the content of an idea and then
stand back, the ideas WILL start flowing!
David Merrell will be
mentoring planners in the Workshop Series at BizBash IdeaFest Los Angeles
on June 19 at the Los Angeles Convention Center.
For more information, and to register, please visit www.bizbash.com/ideafestla
