While live events seem to be maintaining their share of marketing budgets despite these bleak times, it seems like more and more organisations are keen to organise conferences. However, in this crowded market, it’s vital to know that good content is the king to getting the all-important “bums on seats”. You disagree? Has the TED phenomena taught you nothing?
So, here are 5 things to remember when you’re putting together conference programmes.
1. Are you offering a unique – even controversial – perspective on a topic? Are you challenging perceived conventions and demonstrating a willingness to slaughter a few sacred cows? Are you talking about the next big think when most people are still wrapped up in this one? If so, make sure you spread the word; this is not the time to “play safe”. And controversy is great for PR.
2. How much new, original and cutting edge content do you have? Controversy is fine but should be backed up with solid research. And that’s not hard to get; most post-graduate students and even academics will be delighted to share research with you. Your role may be to turn somewhat heavy content into pithy, quotable, memorable nuggets, underpinned by heavyweight data.
3. Are you choosing a new way to present information? Today’s delegates have lost interest in being passive; they’ll want to participate. And – back to TED – the new conference winners are those that get straight to the content, but delivered with passion and high production AV; office-produced AV simply won’t cut the mustard anymore. Multimedia shows are not just about glitz; they really do help get the message across. Even a name can make a difference. Ken Blanchard’s book on how people respond to change sold millions of copies because the title – “Who Moved My Cheese” – was a bit unusual.
4. Is it useable? That may seem strange, but so many conferences have been packed full of speakers talking about how they went up Mount Everest on a pogo stick which is fine, but has no real value to your organisation. Glib, perma-tanned speakers are being replaced by those who really do have a genuine and original story to tell, and who can explain how to apply their lessons to your organisation. Without that, you’re just enjoying some theatre – and it’s probably more expensive than the best West End show.
5. Is it timely? Steer clear of topics that are outdated, and make sure your programme won’t date before it reaches the market. For example, if you’re going to do an event on “social media” you’re going to have to work very hard to stay ahead of all the other identikit events. And by the time you’ve put together your programme, some nine year old will be a trillionaire having invented the grandson of Facebook.
Conferences will continue to appeal, but to ensure packed house make sure the content really is something worth paying for.