Maximising the value of a conference does not mean spending as little as possible - it is about getting best out of the event, rather than simply looking at cutting costs and therefore corners. Conversely spending a lot of money is no guarantee of effective communication. Here are ten top tips on how to get the most from your conference:
Spend time at the drawing board and closely examine your objectives - why is the
event taking place and what are the criteria upon which its success will be judged?

Think about the attendees - who are the audience? - what is their profile, where are they located and what will make the event work for them? If it is not mandatory to attend, then what will attract
them to do so?

Think next about the content - what is to be communicated and by whom? What
format will this take? Will there be other elements involved, like additional
motivation and entertainment? Is an overnight stay an essential or a luxury?
Only when you have addressed the above 3 points should you begin to think venue. The biggest mistake is to find the venue and then think: "Right, now what are we going to say and do when we get there?".
Yes, finding a venue is a crucial element and
needs advance planning but don't let the tail
wag the dog !
Think laterally when looking for your venue - is there somewhere that will fit your objectives that differs from the norm of a large conference hotel and could
therefore enhance your messages. If accommodation is a driver then think
whether you could hold your conference element in an unusual venue
and then find bedrooms in a hotel nearby.
Now, let's look again at content. Is there a better way of communicating those messages than "Death by Powerpoint". This does not have to mean focusing on the "technowow" of a fancy stage set and
show, but more on looking at how your
presenters interact with the audience.
On to additional motivation - should you use a motivational speaker? Well, is his
content relevant to your business or more importantly your messages? Just getting
in a household name may just be a quick fix if his content cannot be grounded in
reality back at the workplace.
And what about teambuilding? This buzzword has a myriad of meanings, but used well it can certainly add value to your event but, again, make sure it is relevant to the objectives and relates to the content and the business. There are ways of rolling
your "work" session into this "teambuilding"
session to get ultimate value and enhanced
message retention.
Evening entertainment - this is always everyone's favourite part, but arguably the
easiest to get right. It can be an important part of the mix, but you will have failed
in the above sections if this is the most memorable element of the event.
And when it's all over, don't let it become a distant memory. Get feedback from
the participants, as this will help you improve for the next event. But most
importantly think about ongoing communication - how will you reinforce
those messages and avoid the "heartbeat factor" of raising motivation
and communication levels and then letting them drift away until the
next event comes along.
Getting it all right is never easy but if you scope out your objectives before you start and then judge everything against those, then you will get the best value from the event.

Happy organising.

Peter Jackson
concerto:live

concerto:live are an innovative provider of live communications, offering a dynamic and creative approach to conferences, product launches, incentives and international programmes.

For more information, please call me on 01442 286 830 or visit www.concerto-live.co.uk

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