Organising, Planning and Running Events

Michael ForemanHead of External Relations

ABPCO

SESSION AStrategy and Pre Event Planning

Strategy v Implementation

Strategy

• Pre Event Planning– Event Strategy– Budgeting and financial planning– Meeting Architecture– Hybrid v Virtual events - complementary or a

potential alternatives?– Programme design– Return on Investment

Event Strategy- Every event should be treated like a small

business, with- A business case- A Strategy- A budget (income and expenditure)- A project plan- An ongoing analysis through the phases of

the event

Business Case Before any event is planned one should; 1. Define the Objectives of the Event

• Profile• Education• Employee benefit• Networking• Fundraising

2. Define the measurement criteria for success• Attendance• Engagement• Profile• Profit

3. Define the tools to measure those criteria• Increased Attendance – Registration Reporting System/Leads Tracker• Profile - PR coverage • Profit – Robust Accounting Systems

Business Event Types

• Conferences• Congresses• Team Building Events• Incentives• Sales Conferences• Client Conferences• Training• Educational Seminars

Strategic Plan• Aims– Internal, External, Goals and Objectives

• Planning– Budget, Data

• Execute– In house v supplier– Information, Communication– Sales– Customer Service

• Monitor Progress• Analyze Results • Develop

Event Strategy

- 7 Habits of Highly Successful Events- Be Proactive- Begin with the end in mind- Put 1st things 1st

- Think Win-Win- Seek 1st to understand, Then to be understood- Synergize- Sharpen the saw

Be Proactive

Begin with the End in Mind

Put 1st things 1st

Seek First to Understand, Then to be Understood

Synergize

Sharpen the Saw

Budgeting and Financial Planning

• Re types of Expenses–Tangible Expenses–Promotion and Communication –Time!!!

Budgeting and Financial PlanningConference Income  Budget  Actual

Registration Fees £10,000 £10,000

Sponsorship £50,000 £50,000Exhibition £50,000 £50,000Other £35,000 £35,000TOTAL £145,000 £145,000Conference    ExpensesVenue £25,000 £25,000Catering £50,000 £50,000

Web, Print and Promotion £50,000 £50,000

Staffing £5,000 £10,000Contingency £10,000 £10,500TOTAL £145,000 £150,000Profit/Loss £0,00 £-5,000

Event Costing

• One should recognise the cost of all resources associated with managing the event!

• Many organisations do not consider the efforts/time of their staff.

Every Event Should be Profitable?• Unaccounted Costs• Part time CEO – 50% on Conference• Admin Assistant – 85% on Conference

• Results are;• Unprofitable Congress• Huge amount of effort• Distracted CEO

• £0 Profit or - 0% growth

Project Plan

Programme Design

• Concept Generation• In-house v out development • Speaker sourcing options• Curation• Forums and interactive discussion – Before– During – After

Meeting Architecture

• The Manifesto that brings new life and structures into the meeting environment– How people interact in groups v individually– Stimuli– Set up – Psychology– Emotion

Hybrid Meetings

– In the room

– Webcasting– Remote locations– Holographic Technology– Social Media

Virtual

– Webinar– Conference Calls– Video Conferences– Virtual marketplaces – E-learning

Event Development

Objectives

•Conference

• Incentive

Event Type

• External Speaker

• CEO Report

Content

•Frontal Presentation

•Round Table

Meeting Format

•Webcast•Webinar•Satellite Event

Live, Virtual or

Hybrid

VIRTUAL OR FACE TO FACE?Training Exercise

ROI- Return on Investment

Understanding the results of the event by measuring the outcomes1. Set Objectives– Impact, Behavior, Learning, Audience Satisfaction, Audience

objectives

2. Define Success Factors3. Plan measurement tools and feedback structures4. Analyse results5. Report on Success/ Failures/ Recommendations

ROI

DESIGN YOUR OWN EVENTTraining Exercise

Strategy - Recap

• Pre Event Planning– Event Strategy– Budgeting and financial planning– Meeting Architecture– Hybrid v Virtual events - complementary or a

potential alternatives?– Programme design– Return on Investment

QUESTIONS, COMMENTS, ADVICE

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