| course overview |
| prelimary and desk research |
| • |
Delegate analysis – identifying primary, secondary and tertiary audiences – exercise |
| • |
Assessing marketing briefs and marketing analysis – what can be learnt from them |
| • |
Spotting growth opportunities – exercise |
| • |
Using evaluation forms: top draws, future conference topics, key people – exercise |
| • |
Effectively using publications, websites and associations |
| • |
Evaluating the role of competitive analysis |
| first and second stage telephone research |
| • |
Defining the compelling reasons and main themes for the event |
| • |
Identifying who to research with |
| • |
Top research techniques – case studies |
| • |
Drilling down, identifying and testing talk outlines, the second stage of research |
| • |
Assessing the role and benefits of advisory boards – in-depth study |
| • |
Getting through to people hard to access |
| turning research into a programme |
| • |
Dealing with all of your research and turning it into a dynamic programme |
| • |
Structuring and balancing your programme, keynotes, streaming, panel sessions, round table discussions, games... What works, what doesn’t |
| • |
Developing a powerful conference title and strap line – exercise |
| • |
Drafting effective talk titles and content – exercise |
| • |
Writing talks when you have little or no detail |
| • |
Buzzwords and jargon: using the right language |
| • |
Working with sponsors – case study |
| • |
Maximising the value of your event through add-ons |
| speaker acquisition |
| • |
Persuading and securing the best speakers |
| • |
The number game – case study |
| • |
Getting the right balance of speakers |
| • |
Managing speaker costs |
| • |
Filling the last speaking spots |
| • |
Maximising speaker retention |
|
maximising the value of your event
|
| • |
Understanding the cost implications of different structures of programmes
|
| • |
Reviewing the value of add-ons – workshops, breakfast briefings etc
|
| • |
Building annuals and series of events
|
| marketing for the conference producer |
| • |
Writing fantastic copy – exercise |
| • |
Knowing the key words, tricks for front covers and the best supporting material |
| • |
Testimonials, PSs, discounts, early birds and SIBs |
| • |
Briefing and working effectively with the marketing department |
| • |
Understanding marketing analysis and using it to inform programmes |
| • |
Publications and media |
| • |
Getting the most from web and e marketing – case study |
| working with other departments |
| • |
Making life easy for telesales, supplying excellent briefing notes – exercise |
| • |
Maximising the potential of sponsorship by developing effective relationships with sponsorship sales |
| • |
Liasing with admin and operations to ensure the conference runs smoothly – top tips |
| running the conference |
| • |
Identifying key tasks before the conference |
| • |
Running the conference successfully on the day – preparing opening remarks |
| • |
Getting the most from speakers, sponsors and delegates |
| • |
Being prepared for what can go wrong – case study |
| topic generation for producers |
| • |
Different models for events, annuals, exhibitions, confexs, training, breakfast briefings etc |
| • |
Sourcing ideas from existing events – exercise |
| • |
Making full use of media, job advertisements, associations, media packs – exercise |
| • |
Learning from people, sponsors, speakers, delegates, consultants |
| • |
Analysing the competition and spotting the gaps |
| • |
Testing topic ideas to determine the hottest – exercise |
| the course format |
| Course numbers will be limited to ensure the day can be very practical and business focused. Small break out groups will work through real case studies, practice techniques and develop skills which can be applied immediately. |
 |
I'm a producer with two years' experience and thought I knew pretty much everything about putting together a conference. I'm rather scared by how much I've learned but am really excited about putting it all into practice. 
