In general as a ‘Conference Producer’ the targets I was set were:

1. To run a set number of conferences a year normally between 20 – 40

2. To achieve a score above 7 out of 10 for content (as judged by delegates)

3. To generate a profit from every conference and a BIG profit overall

4. To generate content that was attractive to sponsors (in order of course to generate revenue)

How to achieve those targets?

In order to hit my goals there was really only one way to approach each conference and that was to treat it very similarly to the previous one, and the next one (see above image!)

Here are a dozen assumptions I made when I organised my conferences. My challenge for those organisations that still employ Conference Producers: have these changed?

1. Hire a good value venue and ensure that it is flexible enough to allow me to change from classroom layout to theatre should my numbers increase.

2. Try to attract the highest level speaker possible.

3. Realise that all speakers will know how to deliver the content and they wiill certainly knew more than about it than me.

4. Speakers are doing us a favour by speaking so don’t be too pushy.

5. The chairman’s role is simply to keep things to time.

6. People rarely have questions after a session and not to worry about it.

7. The more people and companies on the programme the better.

8. The basic format – with four sessions before lunch and four sessions after lunch – was tried and tested.

9. Refreshment breaks and registration was where delegates networked. Assuming they actually wanted to.

10. Sponsors / exhibitors are a necessary evil.

11. Always encourage speakers to use PowerPoint.

12. Encourage them to use / the lectern / the lectern mic (to keep down costs).

What is success?

There is no doubt that the above approach can bring success: if that success is measured against the set criteria that I outlined above. But I wonder how long it is that we can treat our conferences as a product and not a service? I wonder how long before large numbers of delegates join the small numbers already dropping off the scene and stop attending the conferences that are ‘programmed’ on the above criteria.

In my next Blog should this generate some more discussion and comment I will list what assumptions a Conference Architect should take and as importantly what support their organisation should give them.

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I remember a quizzical look from one client when I suggested they offer slots on their programmes to companies that would pay for them. “Never”, they said. Well, I never take “never” as an answer. Later that year we ran two events completely funded by sponsored session. 200 of their members had a great programme driven event that they attended for free. “Never”, actually wasn’t that long.

It is understandable that this is resistance to the idea of selling the family silver to companies ; and we should be slightly skeptical because we’ve all sat through one of those sessions, the one that starts “OK, I’ve just like to tell you about us………”and then 15mins later they move onto some content.

But I would like to encourage conference programmers / producers to consider this as a very viable option for your programme. And you’ll probably be surprised (I have to be honest, I was) to see that I’ve easily come up with 15 good reasons to consider it:

1. Sometimes the highest rated session can be from a session paid for by a sponsor (I’ve got scores of examples)

2. If this is what your sponsor wants as part of the package you have to consider it

3. Ensuring a mix of income is the foundation of a successful events business; never say never

4. You can exercise more control over this session than other sessions and this allows you to ensure the content is perfect

5. You tend to get a very senior / good presenter

6. Most savvy organisations have realized that the worst way to sell is to stand up and ‘sell’ their wears; they now tend to – or certainly they can be encouraged to – demonstrate their knowledge

7. It is easier to deal with a proactive speaker than to search for less willing participants

8. Speaking on the programme allows your sponsor a focus for their conversations between themselves and your delegates; a conversation you should be encouraging

9. Offering a slot is an excellent ‘up-sale’ on sponsorship packages

10. You can run entire events funded by sponsored speaking slots and delegates can attend for free

11. Allowing a sponsor to demonstrate their support to the industry and to inform on the programme offers real value to your sponsor (does placing a logo everywhere really offer the same?)

12. If they have paid for a slot they are more likely to have spent time putting it together

13. Their sessions have a clear objective, and as an expert (conference producer / architect) they will be much more willing to listen to your advice

14. Sometimes people are quite happy to be ‘sold’ too; it’s true. What is a product demonstration if it’s not part of the sales process? You might have much less resistance than you think

15. Suggest to the sponsor that they conduct some research before the event and then deliver that on the programme, use this opportunity to create something unique for your event and add more value for your sponsor and great content in the programme