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
t @michaelsforemanin uk.linkedin.com/in/michaelsforemanw michaelforeman.co.ukm +44(0)7939-027193