Publication: Chartered Management Institute: Checklists: Marketing Strategy
Publication Date: 01-JUN-06
Delivery: Immediate Online Access
Author:

Article Excerpt
Introduction

Conferences can be held for different reasons--promotional, in-company, educational or sales-based, to name a few. They can be productive and memorable but, if they go wrong, the failure can rebound on organisers and host organisations, as well as disappoint delegates.

The difference between success and failure is careful and detailed planning of the whole process, from the setting of objectives to the studious observation of protocol at the final dinner.

This checklist is for those who are responsible for planning a conference, and concentrates on conferences that are run for profit.

National Occupational Standards for Management and Leadership

This checklist has relevance to the following standards: B: Providing direction, units 5, 6, 7

Definition

A conference is a gathering of speakers and delegates who meet to solve particular problems, take specific decisions, discuss or learn about issues of mutual interest, publicise services to potential markets, or discuss co-operation with other bodies.

Action checklist

1. Establish the need for a conference

If you have never organised a conference before, be warned: relative to some other methods of achieving your objectives, planning a conference can be very expensive and time-consuming. Ask yourself:

* who you want to reach

* what you want to say, ask or discuss, and why

* how and where you want to say it.

By answering these questions you will both determine whether a conference really is the most appropriate and cost-effective way of achieving your objectives, and establish an initial set of objectives for planning the conference itself.

2. Set up a committee to plan the conference

Conferences are best planned by a small committee, which will set detailed objectives and a business or promotional programme. Remember, however, that the committee needs to be action-oriented.

3. Appoint a Conference Manager

The Conference Manager, appointed by the committee, has ultimate responsibility for...



NOTE: All illustrations and photos have been removed from this article.



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