Meet Trevor Pawl, Managing Director of Pure Michigan Business Connect (PMBC). Through PMBC, Trevor runs 20+ annual summits that brings purchasers and suppliers together to do business. While he’s not an event planner by trade, he still finds himself brainstorming ways to scale PMBC’s growth. Read on to learn his philosophy behind how he builds the energy in the room at his events.
Interview with Trevor Pawl
How did you end up at Pure Michigan Business Connect?
I originally started in advertising, working at a couple of ad agencies on global accounts like Expedia and AAA. While it sounds fun, many days I was either trying to sell romance novels or fertilizer. Right when Detroit began going through its toughest months of the recession, I knew I wanted to get more involved with the comeback. A job came up with the Detroit Regional Chamber, along with a $1 million grant to help suppliers diversify into new industries. We developed the matching platform which ultimately became PMBC.
How does PMBC work?
We meet with global purchasers and understand where they have supply chain needs. Once we build those relationships, we post those needs online. Then suppliers apply to meet those purchasers at events we host. Our larger summits have over 1200 people in attendance, over 50 buying teams, and 800 Michigan suppliers, e.g. Herman Miller, Steelcase.
How do you manage your events as they grow in size each year?
We have good trust in our vendors, and our logistics have the ability to scale-up, whether it’s a $30k event or a $150k event. We work heavily with event planners from the Detroit Regional Chamber. They plan very high-level events like the Mackinac Policy Conference, and we like their energy.
How do you build the energy at a business networking event like PMBC?
I believe in music. I feel like the minute someone enters the registration area, they should be greeted with a DJ and a beat. People match their conversations to the energy of the room. Throw up intriguing booths and exhibits and now I’ve gotten two of your senses going. We always begin with a morning session with very high-powered music, as it helps boost conversations.
Can you share a memory you have from one of your events?
Usually we’ll have entertainment that’s not very risque. At the agriculture summit earlier this year, our kids choir had to back out last minute. We ended up getting a Motown review band that wore lime green suits. They wrote lyrics to the song “Dancing in the Street” and people still remember the lines like “We got so many apples for you…”
The governor was there, along with his security detail, and they were like, what is going on? It ended up working out really well but the lesson learned was if you have security detail, let them know everything about the event, even if it’s lime green suits and musical instruments.
http://vimeo.com/98564001
What do you see as the future of PMBC?
The future has to involve more interactivity. We haven’t been able to capture mobile technology that allows people to be more informed the day of the event, knowing who’s there and who’s close to them. Some of our pre-scheduled meetings end up getting canceled, so how do we give the buyer access to everyone in the crowd? I think the change is going to be more about what’s at the attendee’s fingertips.
What’s a tip you’d like to share with event planners?
There’s much to be learned from attending other events and researching what else is being done around you, not just in your industry but across the world. For instance, having the tone of a preacher when you do morning sessions can change the entire dynamic of the room.
Events are also becoming too automated, so don’t be afraid to try a raw exercise. We had our suppliers fill out note cards of needs their companies had and put them up on big whiteboards. We did this for the first time and didn’t think much would come of it, but there were 200 procurement needs. It was like the stock exchange; people couldn’t even see it. Those boards were more successful than many of the pre-scheduled meetings
What’s your next event?
The Pure Michigan Agriculture Summit in Grand Rapids.
Thanks Trevor Pawl! To learn more about Pure Michigan Business Connect, visit the official website.
How do you build energy at your events? Let us know in the comments!