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Working Edge If you are organising a conference or exhibition this year, forward planning is the key to a successful event. Here are some EDGE tips to help you have a stress-free time. STRATEGIC PLANNING It is very important to define your target audience and your goals for the event. What is the theme that the conference will be about? Knowing whom your target audience is and what the intention behind the event is will determine your approach
the event is will determine your approach
to use to best achieve your goals.
o best ac
hieve your goals. BUDGETS An effective budget is crucial to the success of the conference. Work out your costs, establish your budget and then make sure you stick to it. Calculate how much is needed on fixed costs, e.g. venue
much is needed on fixed costs, e.g. venue
hire, speaker's fees, etc
speaker
's fees, etc and then the amounts needed for variable costs such as additional hotel accommodation, delegates packs, etc. Always allow a contingency of at least 10% to cover unforseen expenses. DATE AND VENUE Decide when, where and for how long the conference will be held. Is the location easy to reach? Make a note of the nearest airports, rail stations and motorways. It is important that you carry out a site inspection where you can select the meeting room, check the ventilation,
meeting room, check the ventilation,
accommodation and eating areas.
dation an
d eating areas. Discuss the menu with the venue staff and try the food to make sure it is up to standard (including vegetarian and special
standard (including vegetarian and special
dietary requirements).
ry req
uirements). MARKETING, PROMOTION AND SALES A conference which is to be attended by delegates that are not part of the company needs to be promoted though news releases and advertisements in specialist magazines and publications well in advance. A central unit must be set up to receive and track replies, handle bookings and act as a communications centre. CONFERENCE MATERIALS Conference materials are very important. Develop a central theme - a conference identity much the same as a corporate identity - and use the layout or coloured paper for all communication e.g. name tags, registration cards, note paper, brochures, programme tickets etc. EQUIPMENT Equipment can create problems so ensure it is tested and that delegates throughout the room can hear what the speaker is saying. Before placing any other equipment in the room consider the obstruction it may cause to the seated delegates. • Do the speakers require a lectern? • Can the presenter reader their notes? • Is a TV or video required? DELEGATE PACKS Make sure you leave delegates with the relevant information - programmes, notepads, handouts and promotional items. Decide what your pack should contain and get these ready for distribution at the conference. PRINTING Conferences involve an extraordinary amount of printing such as programmes, tickets, name badges, invitations, mailshots, day programmes, menus, seating plans, social itineraries, etc. These should all be included under your 'conference identity' and designed and printed well in advance. Obtain quotes from printers and check out what happens should an emergency arise. PRACTICE This is a very basic but essential to ensure that all aspects of the conference are covered. Run through the entire day from
covered. Run through the entire day from
start to finish.
rt to
finish. workingEDGE January 2016 | 23 PLAN BUDGETDATE & VENUEMARKETIN G EQUIPMENT PACKS PRINTING PRACTICE MATERIAL S