Jan

Recommendations for a successful conference organization

Hosting business and educational events is one of the most important parts of event marketing, as it affects the company's reputation in the professional environment and brand recognition in the wider audience. At the same time, conferences can rightfully be called the most labor-intensive and complex events, especially when it comes to the all-Russian or international level. Today we will talk about how to hold a top-notch conference and what unexpected surprises can await you in the organization process.

How to start preparing for a conference

First of all, it is necessary to determine the expediency of the event and its objectives.When choosing a topic for presentations and subsequent discussions, relate it not only to the interests of the planned audience, but also to professional trends in your business niche. Regardless of the industry the conference is related to, it implies deep analytical work: conducting research, compiling reports and forecasts, studying the experience of foreign colleagues. Moreover, theory should always be combined with practice: the most successful events are those where professionals exchange real experience. Therefore, when choosing a topic, immediately study the pool of experts on it.

Thus, the conference should meet the demands for relevance of the problem and its own significance.It is important to forecast the expected results of the event. For example, to align a new company development strategy, find a suitable technological solution for product launch, etc.

Of course, marketing goals for conferences are also implied: attract investors and partners, expand the client base, find profitable advertisers. In addition, a conference can also help with HR tasks: increase employee loyalty, reveal potential among colleagues who have prepared presentations, and more. If you are not entirely sure what outcomes to expect from the conference, the "Aventura" team will help with goal setting: we will develop a comprehensive event concept taking into account your wishes and even propose KPI.

Cost assessment and ticket price

The conference budget consists of expenses (according to the organization's estimate) and potential revenues from selling tickets to the event for a wide audience and collaborating with advertisers. In addition, not only the audience seats can be paid for, but also the role of a speaker. This is relevant for cases when potential clients are invited to the conference as spectators. For example, if the audience consists of entrepreneurs and the speakers are representatives of B2B businesses. You can also sell recordings of presentations, access to abstracts and presentations, and live online streaming often serves as an additional option for event monetization.

When determining the cost of participation in the conference, try to realistically assess how many tickets you will sell with your level of event promotion and what amount you will collect to minimally cover expenses. At the same time, to truly reduce expenses, you need to look for advertising partners and sponsors. But even if you haven't found them, don't rush to sell tickets at a very low price just to attract an audience: this lowers the status of the event and the percentage of truly useful guests. Discounts on tickets can be offered, but they should be personalized. Also, remember that early registration for participants will help you obtain finances from them at the stage of working with contractors.

The cost estimate for organizing a conference should, firstly, take into account every detail, and secondly, indicate a possible margin for redirecting funds in case of unforeseen circumstances. You must identify the most important items of expenditure for you that are not planned to be saved on (for example, the venue), as well as secondary ones. You also need to estimate which expenses advertisers can cover and be sure to include a "safety cushion" in the budget. It can be about 10% of the conference's cost.

How to find partners and speakers

Ideally, you should already have a database of contacts and target audience for the conference, as well as speakers. However, this is not always the case. The choice of speakers is very important: they determine the status of both the event and your company. Try to find speakers who already have experience in public speaking: they will be able to emotionally engage the audience. In general, discussing presentations following the speeches is a crucial part of the conference, so try to find separate moderators for its organization.

You can invite speakers who will pay for their participation since they will receive advertising to the audience, as well as popular headliners — speakers whom you will pay to attract attention to the event through the participation of a well-known figure who already has their own audience. business eventsLook at who your competitors invite to their meetings, seminars, podcasts, and training sessions. Then it's simple: send invitations with a description of the event to those who interest you and discuss terms upon a positive response: topic, finances, deadlines for submitting materials, speaking time.

If you also review the content of abstracts and presentations by speakers, focus on the practical significance of information and personal observations of the speaker. There should be fewer well-known facts and more mentions and analysis of case studies. With mutual desire and time available, several rehearsals can even be conducted, although many speakers prefer an improvisational format with some emphasis in written form.

When coordinating the collaboration format with speakers, it is advisable to find out their rider in advance. This could include a MacBook, a whiteboard with markers, preferences for drinks during the presentation, etc. And if the speaker is from out of town, it may be necessary to pay for their travel and accommodation or at least book tickets and organize transportation upon arrival.

Scenario Development

Event plan — is a crucial part of preparation, so it's better to rely on experts here. For example, Adventure" team develops programs conferences taking into account not only the set tasks but also the company's corporate culture, specific business niche, and event trends.

Usually, a plan consists of a sequence of conference elements and their clear timing. It is also useful in the plan to indicate in which area on the site each part of the program will take place, which individuals are responsible for this part of the program, what equipment, furniture, and props should be there.

What does the conference include?

Firstly, registering viewers and speakers at reception. They can already receive promotional products, merchandise or branded souvenirs at this stage, as well as handout materials: advertising materials, program booklets, a map for navigating around the venue.

Secondly, one must not forget about the opening ceremony. The host and organizers of the conference not only announce the speakers and their topics but also thank sponsors and partners.

After this, the main part begins — reports и Presentations. Speakers should be informed about where and for whom they are speaking. You can group the speakers sequentially by thematic blocks or, if the venue allows, divide them territorially, by halls, with the possibility of simultaneous performances. Reports of special guests are usually organized in the main hall at the end of the event or at the end of each day if the event is long. During their performances, other activities are not scheduled: this way you can achieve maximum attention from the audience.

Pay attention, that reports need to be occasionally interspersed with long breaks for lunch, and it's better to have a 10-15 minute break between speakers in the same block. During the guests' rest, it is possible to organize a coffee break and a buffet for informal communication or a show program from invited artists for entertainment. The event also ends with a solemn ceremony and words of gratitude, and sometimes with stage performances. Usually, one-day conferences last up to 6 hours including all breaks.

Venue Selection

The earlier you start organizing the conference, the more chances you have to find the perfect venue. We recommend taking a closer look at locations 3-4 months before the event. However, if you conduct the event with the help of an agency, you can worry less: a wide partner base allows you to quickly find a venue and rent it for the client on favorable terms.

What is important for the location?
Тtransportation accessibility, including parking availability or the possibility of reaching it by public transport, minimal technical equipment (at least speakers, lighting, projector, and microphones), compliance with fire safety and sanitary-hygienic requirements. The venue should accommodate all spectators, have a stage and comfortable furniture. If it has its own catering — even better. Also, remember that you will need to zone the venue and brand it according to materials from advertisers or your brand's corporate style. It is important that it is immediately clear where the registration area, photo zone with banners and press walls, lounge, smoking area, etc., will be located on the site.

Practice shows that such locations as lofts, conference and banquet halls (including those in hotels, business galleries, and business centers), cinemas, exhibition complexes, and art spaces meet the above criteria. Want to surprise your guests? Then think about ships, production halls, planetariums, etc.

Staff and equipment selection

The most important and useful person at the conference — Event Manager. He will hire and coordinate the rest of the team, so it's better to choose a specialist from a professional agency. For example, Adventure" managers are ready to consult clients at any time on preparation issues and find a way out of complex organizational situations, whether it's a sudden reduction in the client's budget or refusal of a planned venue. Also at the event, you will need a host, curators and venue administrators in each zone, waiters for the buffet, light and sound engineers, hostesses. Sometimes you can invite volunteers for operational assistance to guests. Cleaning staff, on-duty medical assistance, parking attendants, and cloakroom attendants should also be present.

The technical equipment of the conference is always more or less the same. These are laptops, projectors, lapel microphones for speakers, screens, radio microphones for the audience, pointers, flip charts, cameras, and speakers. It is better to check this equipment twice: on the day of familiarization with the venue and on the eve of the event. If something is missing, you will need to deliver the equipment, connect and set it up. Also remember about air conditioning and heating systems so that there is a comfortable microclimate at the venue regardless of the time of year.

Additionally, pay attention to internet speed availability of charging stations for gadgets as well as functionality of photographers' and videographers' equipment. When the conference involves an entertainment part make sure to dedicate time to stage equipment: both a musical concert and laser show require strict adherence to technical riders whether it's projectors or moving decorations.

Conference promotion

The simplest option is advertising events online. You can create a separate website and community on social networks where you will announce speakers and talk about thematic news or preparations for the event progress. Launch contextual and targeted advertising; make arrangements with bloggers, influencers and even your speakers to promote the event (in exchange or for money). Also don't forget about event directories and aggregators as well as email newsletters (to partners universities colleagues etc.)

In addition to this inviting non-obvious guests such as government representatives and media will serve as additional promotion for your event: you can also order announcements and press releases about the conference in specialized magazines and newspapers. You can also try outdoor advertising in the city (banners posters billboards). Contests and giveaways online show good results: offer people bonuses at the conference gifts from sponsors or discounted tickets in exchange for reviews reposts and publications.

Event tracking on the day of the event

First of all all responsible persons including technical specialists should have a copy of the script in its latest version on hand This is necessary so that musical accompaniment presentations lighting with microphones are turned on in time Also take care of everyone's safety for example check security systems fire safety systems at the venue before starting an event.

In addition, it is necessary to think about guest and speaker navigation and solving their urgent issues. Someone may get lost, be late or lose things in the hall etc. You need to be prepared for more serious force majeure situations as well: speaker's illness, errors from contractors etc. At the same time, it is worth shifting the event timing by no more than 10 minutes. During speaker presentations you can show them on signs or on screen how much time they still have on stage.

The "Adventure" team knows: even following all recommendations for organization does not guarantee 100% success of a conference. To protect yourself from stress, save time and energy and minimize the risk of mistakes, event management turn to professionals. Our agency will gladly prepare conference events of any scale and complexity level: we are up to it hybrid, and dealer, and cyclical formats.