Creating and developing events for associations, membership bodies and not for profit organisations can be fantastically rewarding. You have an established membership who already buy into your organisation. Members are interested in the information and services you provide, are keen to have a relationship with you and probably prefer you to your commercial rivals. Yet, all too often, these events are driven by committees who do not really understand events or their value. The events are out of touch with what members want and make little money.

This course has been designed to show you how to develop events which address members needs and are commercially successful. Case studies and practical example are used through out the course to demonstrate how you can successfully develop commercial events for your organisation.

Course content:

Understanding the position of your events within your external commercial environment

+ Understanding what your members really want and what their key challenges are

+ Evaluating the structure of your organisation to ensure the optimum delivery of information
   and events

+ Using strategic gap analysis to identify opportunities

Setting objectives to get the most from your events

+ Why objectives are so important

+ Determining which criteria you should use to measure event success

+ Knowing when not to run an event

Choosing the right model and type of event to really add value to your members

+ Assessing the pro’s and con’s of different types of events

+ Reviewing alternative formats and on-line delivery for events

+ Making the most of your events and making sure your members get the most out of them.

The make up and management of a great events team

+ What is the ideal events team?

+ 10 steps to ensure all your processes add value to your events and members

+ Avoiding ruts and embracing change

+ Assessing the benefits of outsourcing your events

Effectively managing and gaining the support of committees

+ Using objective setting to facilitate your work with committees

+ Engaging with committees to maximise their support but avoiding interference

Making the most of your event with dynamic sales and marketing

+ Moving from information to sales marketing

+ Evaluating your data and how to build on it

+ Develop a considered pricing strategy which works for your market place

Concentrating on costs to maximise profitability

+ Understanding your negotiating position

+ Do’s and don’t of negotiating and contracting with venues

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