April 11, 2016 by Dave Lutz
Does your annual conference have a documented purpose or strategy? My experience is that most organizers either don’t have one or haven’t updated, or used it, in quite a while. With competition for attendee time and share of wallet reaching new degrees of complexity, revisiting this strategic step should be a high priority.
Here’s a guide to help you down the strategic path of articulating your conference purpose:
An exercise worth considering is to challenge your task-force or committee to write sound bites of what you desire various stakeholders to say after your conference. This should be done for a number of stakeholder types. What would we want a first timer to say about our conference? How would that differ from a veteran attendee? What would we love to hear from our exhibitors or sponsors? These sound bites should be used as inputs of your conference purpose. Will the purpose developed give us the sound bites we want?
Who do you charge with creating your conference purpose? Are you developing it with your attendee in mind? What are some additional things you consider when defining your conference strategy?
Adapted from Dave’s Forward Thinking column in PCMA’s Convene. Reprinted with permission of Convene, the magazine of the Professional Convention Management Association. ©2016.
Filed Under: Event Planning, Experience Design
Your email address will not be published. Required fields are marked *