Producing better conference programmes translates directly into greater delegate numbers, more sponsorship and higher profi ts. Yet many companies rely purely on “on-the-job” training, frequently missing out on some of the key elements which differentiate great programmes from average ones. By attending this course, conference producers will learn all the proven tools and techniques for putting together a top conference programme.

Course outline:

Understanding what makes a great conference

+ Identifying the different drivers for delegates and sponsors

+ Developing a must-attend event

Preliminary and desk research and using social media effectively

+ Delegate analysis — spotting growth opportunities

+ effectively using traditional media and social media for research

Researching with your target audience

+ Identifying the scope of your target market – buy side, sell side: primary, secondary
   and tertiary

+ Defining the compelling reasons to attend and main themes for the event

+ Key tools for the producer including blogs, surveys, advisory boards, social networks

Turning research into an appealing, commercial programme

+ Structuring and balancing your programme: getting the right balance of sessions and
   formats... what works, what doesn’t

+ Developing a powerful conference title and strap line

+ Buzzwords and jargon: using the right language

Speaker acquisition – securing the best speakers

+ Acquiring high-level speakers in a given time

+ Maximising speaker retention, satisfaction and loyalty

Maximising the value of your event

+ Driving sponsorship through your programme and research

+ Understanding the cost implications of different event structures

+ Reviewing the value of add-ons – driving additional sponsorship and delegate revenue

+ Building annuals, portfolios and large scale events

Copywriting for the conference producer

+ Principles of great copywriting — AICDA and FAB

+ Knowing the key words, tricks for front covers and the best supporting material

+ Testimonials, PSs, discounts and early birds

+ Getting the most from web and e-marketing

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