I recently attended a show we were producing for a new client; new not just to us but to all production companies. This was the first time that they had called upon a company like InVision to support their annual conference.

When we first got the client’s agenda, we saw three 8 hour days in the General Session room.  Each speech was slated for at least an hour.  I felt like we had gone into a time machine.  In an era where the audience attention span lasts a nanosecond, we spend much of our time convincing our clients to look at new ways of presenting.  Presenters are now using the Atomic method, 20/20/30, Pechakucha and many other techniques to give them that “TED Conference” feel.  Short, crisp speeches are the order of the day.  We even incorporate interactivity in the form of iPads, Spot Me, IML and other devices to engage those same audience members.

Despite our recommendations, this client stuck to their full day schedule.  I was dreading Day One and seeing the dazed look on the audience members’ faces.  But the feeling quickly changed to surprise when I watched the attendees literally run into the ballroom to take their seats in the front rows.  When the presentations began, they were riveted to the presenters.  There wasn’t an iPhone or Blackberry in use.  They were actually paying attention.

The culmination of the week was a closing session featuring their Senior VP on stage for two full hours being interviewed by their head of HR. He answered in depth questions from “What keeps you up at night?” to “What’s the one thing in your closet that you can’t live without?”  Again, the audience was enthralled as they got to know and understand their leader.

Lessons learned for me?  All the information given was important to the audience and couldn’t be received in an email. The presenters had something to say that only they could share.  The company leadership had earned the respect of their attendees.

Never underestimate the power of a corporate culture.