Suppose you are going to organise a conference, or a symposium, networking event or kick-off meeting. You have the vision, but the details are still missing. In fact, planning and executing a congress can be a complex task.
So as an event organiser, you're looking for the key to organising events that not only meet your target audience's expectations, but exceed them! How do you achieve that?
In her eight years at Jaarbeurs, Kelly van der Velden-Otten, account and event manager for conferences, has many successful conferences behind her name and knows better than anyone else which steps to take.
With this checklist, she takes you through the essential steps to organise a conference that not only runs smoothly, but is also inspiring and impactful. How do you select suppliers and when should you book a speaker? What does a script look like? Use this checklist to organise a successful conference.
You probably quickly think of great promotions, high-profile workshops or super cool speakers. But take a step back first. After all, it all starts with a clear vision: what do you want to achieve with your congress? Is it to discover new business opportunities, share knowledge, or maybe both? Having your objective clearly in mind will help you choose the right strategies and make choices throughout the process.
Defining clear objectives is essential, but it goes beyond that. You also need to accurately define the target audience. Who are the participants you want to attract? What are their expectations and needs? How do you address them? Where can you find and reach them?
Besides identifying the target audience, it is equally important to define Key Performance Indicators (KPIs). These measurable targets allow you to objectively assess the success of your congress. Consider, for example, the number of participants, leads generated, participant satisfaction scores, or even the ROI of the event. Defining clear KPIs will help you stay focused and measure the success of your event.
(By the way, don't forget to write down those good ideas somewhere, because they will come in handy at point 5 anyway!)
Perhaps right away the trickiest part: the budget. Money is often one of the most important considerations when organising a conference. A well-thought-out budget is crucial to ensure that you keep costs under control while maintaining the quality of your event. We give you some handy tips to help you manage the budget:
- Prioritise: Start by identifying the most important elements of your conference. What are the absolute must-haves and where could you possibly cut costs? By prioritising, you can allocate your budget to the most impactful aspects. In doing so, keep your previously set objective firmly in mind.
- Negotiate: Negotiate with suppliers and service providers. Sometimes small adjustments to contracts can yield significant cost savings. At Jaarbeurs, we understand the value of efficient cost control and can advise you on how to get the most out of your budget.
- Sponsorships and partnerships: Consider attracting sponsors or entering into strategic partnerships. This can not only generate additional funding, but also provide additional exposure for your conference.
- Smart technology: Make use of modern technology to cut costs. Think digital marketing, online registration processes and virtual conference options. These can not only be cost-saving, but also increase the efficiency of your event.
- Post contingency: Always keep some budget in reserve for unforeseen circumstances. It is important to remain flexible and be able to react quickly to changes.
- Setting admission prices: If you charge admission fees for your conference, consider setting them strategically. Think about what your target audience is willing to pay and what value they get in return. Flexibility in ticket options, such as early bird discounts or group rates, can also be part of your strategy.
What are the absolute must-haves and where can you possibly cut costs?
Choosing the right date is crucial, as it affects not only the availability of venues and speakers, but also the participation of your target audience. When pinning the date, take into account other events in the industry and any holiday periods of the target audience. You can also start with the venue first (the next point), and then pick a date. This way, you can be sure that you can organise the conference at your preferred location.
Once the date is set, it is time to draw up a project schedule. A detailed schedule will help you structure all tasks, from marketing and logistics to programme management and evaluation. It ensures you don't overlook anything and helps monitor progress. In addition, make a schedule for all external communication about the event. Think of save to dates, previews, the invitation to register and thank yous etc. Work back from the date of the event until now to determine when you want to communicate what and therefore when what needs to be finished. This way, you make sure you forget important moments in the customer journey.
One of the most crucial decisions you have to make is the choice of venue. You don't choose a venue lightly because one event venue is not like another. There are a lot of considerations you need to make to find the suitable venue. Think about:
- Is the venue easily accessible by all types of transport, or only by car, for example?
- Is the venue empty, or do you get technical facilities included?
- How is catering organised and what is possible?
- Can you add other rooms if the conference does take other forms?
- Can you possibly broadcast the conference via an additional livestream recording, so that you can reach more people with it?
Our conference venues in Utrecht not only offer state-of-the-art facilities, but we are also easily accessible by public transport and provide ample parking for your guests. Our recent recognition as Congress Venue of the Year 2022 speaks volumes about our quality and hospitality.
Make sure you know your target audience thoroughly and adapt your marketing strategy to appeal to them in the right way and on the right channels. Social media, email marketing and targeted ads can all help to spread the word about your conference. Set up a content calendar (or integrate it into your already existing content calendar). Decide what you want to communicate and on which channel. For example, will you launch your own website, or not? Moreover, outline the promotion. Other important decisions:
- What content will you share (previews, tips, programme etc.)?
- How do you invite subscription?
- What channels and social media do you use?
- How do you seek publicity (paid and/or unpaid)?
- Which post-event follow-up do you opt for? And how do you arrange it?
The success of a congress stands or falls with the quality of the programme and the speakers. The content of the day is often the point at which people decide whether or not to attend your congress. Work with inspiring speakers and provide engaging topics that inform and inspire participants. Do you opt for a chairperson or not? When are the networking moments and what will they look like?
Smooth running of the event is crucial. Take care of well thought-out logistical planning and consider catering options that offer participants an unforgettable culinary experience. Ask your event venue what all they can support you with, which suppliers they consider suitable for your event and what you will then need to arrange yourself. Tip: whenever possible, make use of the venue's partners and suppliers. They know the logistics routes, working methods and what is and what is not possible at the location well. Moreover, you can then assume that the quality is good, since the venue recommends them. Examples include:
- AV technology
- Accommodation
- Hospitality/catering
- Photographer and/or videographer
- Hosts/hostesses
Ask the venue if they can recommend suppliers, with them you are assured of quality.
Now that you have set clear objectives, identified your target audience and managed your budget, it is time to create a detailed script. The script is the backbone of a successful conference and perhaps the very finest tool for making sure your conference runs smoothly. In a script, you put action points, times and the person responsible for them. You can make it as extensive (or not) as you like. From hour to hour or even down to the minute. A few essential points that belong in the script:
- Timeline: Create a detailed timeline for the event, starting from set-up to closing or even take-down. This includes scheduling of vendors, speakers, sessions, breaks, and other activities.
- Tasks and responsibilities: Clearly assign tasks and responsibilities to your team members and suppliers. Clear communication and coordination are essential for everything to run smoothly.
- Back-up plans: Think of possible problems in advance and develop a plan B for each scenario. This will help you respond quickly to unforeseen circumstances and minimise the impact on your conference.
A script is indispensable at a conference. It is the chronological record of the whole day.
A few days before the conference, it is time for the final check. This is the time when you make sure everything is in place and that nothing has been overlooked. Make a final action list and try to arrange as much as possible in advance. This way, you will have time left for unforeseen things on the day itself. Make sure everyone is well briefed. That way, all colleagues and stakeholders know what is expected of them, what they need to do and what time and where they need to be present:
- Technical equipment: Check the technical equipment, such as audiovisual equipment, microphones and projectors. Make sure everything works properly and that sufficient backups are available.
- Registration: Ensure a smooth registration process for participants. This includes checking registration lists, handing out badges and providing any necessary documentation.
- Catering: Confirm catering orders and ensure sufficient food and drinks are available for participants and speakers.
This is it. This is the moment you've been working on for months! Make sure you have the script to hand, this contains everything you need to know for the day. On the day of the conference, for you it's mainly about coordination and hospitality:
- Team briefing: Hold a short briefing with your team to go over the final details and make sure everyone is up to speed on their tasks.
- Guide participants: Provide a warm welcome to participants and escort them to the right locations. A friendly and helpful attitude will add to the overall experience.
- Time management: Keep a strict eye on time to ensure that the schedule is adhered to. Communicate any schedule changes to participants immediately.
Something else often overlooked: don't forget to charge your phone beforehand (and bring a charger). Moreover, wear comfortable shoes, as you will probably be on your feet all day.
Oh and not unimportant: don't forget to enjoy what you have put down and give yourself and your team a pat on the back!
After the conference, it is essential to collect feedback from participants. What went well and where can improvements be made? Analyse this feedback to make your next event even better.
Revisit your previously set objectives and KPIs to see if the conference was successful and what it delivered. So evaluate not just the day, but the entire campaign: What went well? What went less well? Which opportunities did you seize and which did you miss? Did you achieve what you wanted to achieve?
Also consider a questionnaire for participants: what did they think? And as a nice ending: send everyone a thank-you note with a link to video/photos of the conference. Perhaps even a link or hint about the next edition!
At Jaarbeurs we find it important that you deliver an unforgettable and successful event. We therefore provide you with your own account manager who will provide you with personal service. We also provide special rooms, the best technical equipment and delicious catering.Contact us today and let us make your next conference a success.
