Writing high quality conference programmes for your portfolio of events is something that takes time, skill, and a lot of patient research if you want to make it a commercial success.
Many conference organisers make the mistake of ‘churning out’ their meetings by putting on conferences that have worked in the past as a ‘safe’ bet, skimping on research time to get an event to market quickly or plucking themes for their events from one conversation with a potential sponsor. They’re then left wondering why they only have a handful of lost-looking delegates in the room on the day.
Industry issues – the ‘what’s hot and what’s not’ - can change like the wind and if you want to attract a good audience you need to think about what’s happening now AND what may be happening a few months down the line when the event actually takes place. Often it is better to start out with the most general of themes (example: ‘Organisational Development’, ‘Marketing Strategy’) rather than narrowing the focus to a very specific topic before you’ve researched with your target market. That general focus can be used as your event brand; your annual meeting place for that particular industry’s professionals.
What this year’s conference content should cover is something you need to glean from various research sources. Keeping a weather eye on current affairs, both political and business should be something that is done year-round as a matter of course, as is, of course, reading the key publications in your target field. Reading will give you an idea of the kinds of topics that are on everyone’s lips, but having in-depth conversations with your target audience is the only real way to find out the burning issues/ pain points that need to be addressed by your speakers. Of course, it takes a lot of time (and a lot of rebuttals) to arrange research calls with senior executives, but once you’ve talked to a good number and found themes that come up time and again, you know you are on your way to building a conference programme that will really stand out from the crowd.
Image courtesy of World Trade Organisation.
Comments (9)
DanM -
November 3, 2010 at 9:50 am
If your job is to sell something or to convince people, then it’s a must to do a research first. Although this takes time and money, it can bring excellent results.
Novalja apartmani -
November 3, 2010 at 12:36 pm
Yes, Research is very important in business too.What this year’s conference content should cover is something you need to glean from various research sources. Keeping a weather eye on current affairs, both political and business should be something that is done year-round as a matter of course, as is, of course, reading the key publications in your target field.
Garmin Nuvi 255W -
November 6, 2010 at 5:31 am
Yes definitely content is king. It’s back to the good old “What’s in it for me?” to fill the seats. Personally, I would also add that getting good lively speakers that has the ability to engage the delegates.
Nicole Powel @Link Building Service -
November 10, 2010 at 1:24 pm
hello
I am getting ready for a conference in December this year, and it will be the first public speaking event in my adult life.
While observing many quite successful videos, video campaigns, seminars by people like Anthony Robbins, Chris Howard, I see the importance of what you have said- research, research.
When you can relay your expertise on true facts, and ability to interact with your audience- you are a true master!
Thanks
dee8 -
November 10, 2010 at 3:30 pm
research and quality always wins
Moris -
December 6, 2010 at 3:02 pm
In marketing or selling something it is important to understand the behavior of people and their requirements.
Ephilanthropy -
December 13, 2010 at 6:42 am
For me it should also be on how the speaker deliver his message and the quality of the content also plays a vital role.
Nicky -
December 14, 2010 at 9:18 pm
Indeed, only with research your conference will be good, you have to say something not everyone knows. Also with good preperation you wil feel more confident speaking to a croud.
Alexs -
January 6, 2011 at 11:07 pm
Yes definitely content is king. It’s back to the good old “What’s in it for me?” to fill the seats. Personally, I would also add that getting good lively speakers that has the ability to engage the delegates.