SETTING OBJECTIVES

To begin with, you must be absolutely clear about what you want to achieve from your conference. The most efficient way to do this once again is to ask the six basic questions - 'who, what, when, where, why and how'. Answering them fully and accurately will provide you with a framework of objectives to work within and towards as you organise the event.

Who?

First give a thought to who should be at the conference - speakers, delegates - and the numbers of people involved.

…will be speaking at the event?
See if there are in-house speakers like the marketing director or the sales manager or the managing director. Decide on how many in-house speakers are there. Another alternative is to employ outsiders - a specialist in the field or a celebrity who can act as an attraction to the delegates

. …all are attending the conference?
Whether you would like to call in-house staff or only people from selected departments in the organisation. - Whether there is a limit to the number of people attending. - Would you have to invite the company clients, media representatives, professional associates or members of trade bodies. All these things should be taken into account.

What?

Next turn your attention to the type of conference you are going to set up and what do you want the speakers to do before and after the event?

…type of event are you organising?

1. Sales - If the intention is to review sales results, to set new targets or to motivate delegates to work harder and better.

2. Incentive - If the objective is to reward best sellers, motivate and inspire them or to encourage them so that they can attend next time also.

3. Promotional - If the objective is to launch new products and services or rebuild the image/brand of the product.

4. Press - If the aim is to give news/information to the media or obtain free publicity.

5. Trade - if the objective is to discuss market activities and trends or to reach a trade agreement

6. Training - if the objective is to show how to use products and services or demonstrate how to carry out tasks and duties.

7. Combination - By this term it means a single show with two different purposes like a sales and training

…do you want the delegates to do?
By this it means the aim to encourage the delegates to do something, to maintain or improve their performance, work harder, agree on a common approach to market problems or do a job differently.

When?

Timing is an aspect, which is always overlooked or not taken into consideration. Therefore fix up the date and time of the event well in advance. Don't accept dates which you think would be inconvenient.

…do you wish to stage the conference?
Consider whether you would wish to stage the event in the following month or after a few months or a year or even later. Think over the duration and see if you have enough time to co-ordinate the whole thing before the stipulated time or should you consider postponing the event.

Where?

Another obviously important factor to be kept in mind is the VENUE. Therefore the following question would help you in this aspect:

…do you wish to run the conference?
Whether this will be in the office premises or in a conference room in a hotel or a specifically built conference room or just anywhere

…would participants want the conference to be held?
Would the speakers want the dais to be unusual or pleasant or comfortable? Would the delegates have the same wants as the speakers themselves?

How?

If you decide to press ahead, ask yourself several 'how' questions to complete your framework of objectives

…should the event be conducted?
Will there be one speaker talking to delegates en masse or several speakers running various smaller sessions? Are there going to be any speeches, presentations, demonstrations and discussions. Also consider whether it will be just a business programme or it is going to be a melange of both serious activities and fun or just all play and merry

…long should the conference last?
Think about the duration. Can you strike a balance to make it short enough to maintain your delegate's interest and limit your costs, but long enough to cover everything thoroughly?

…does the event fit into your overall marketing programme?
Be clear whether it is going as a stand-alone conference or a one-off event that is separate and distinct from the other activities. Alternatively it could be a part of a wider campaign - just one aspect of other ongoing advertising and marketing work.