Marketers are often challenged with organising the annual sales conference or senior managers’ conference (or both). Here are a few tips on keeping the event interesting and memorable.
Have a theme for the conference, it could be a fun thing, or something more closely related to your business. It can add some entertainment to the event, but at the very least it will provide an objective to your conference.
Mix up the agenda. Try not to have one presentation after another. Break up the day with interactive sessions, break out groups or other activities.
Issue your speakers with a clear presentation topic. Inevitably you will have some formal presentations, so try to ensure it isn’t some rambling wrap up of the year. Having a preview before the conference will allow you to make revisions so everyone stays on topic.
Ask all the speakers to submit their presentations to you well before the conference. Issue everyone with a template to use then edit the slides for readability and consistency of style. This will also allow you to pre-load the presentations onto one computer to ensure a slick transition from one speaker to the next.
Consider your room layout carefully. If space allows, a good way to arrange seating is at round tables (with an open end, so no-one has their back to the speaker.) This is usually called ‘cabaret style’. It can encourage group participation and make the event less formal.
Encourage networking and teambuilding. Organise activities for your delegates so they have to interact with one another. Try to keep this to the theme of the conference so it’s not perceived as a pointless exercise.
Celebrate successes and share strategy. Use your conference gathering to present awards and announce incentive plans. It’s a good opportunity to introduce any new direction for your business and to motivate staff to reach these goals.
Serve good food. It may seem like a minor detail, but lousy food will taint a delegate’s memory of the event. Avoid the curled up sandwich platters and you’ll help create a positive impression.
Introduce a special treat that will make the conference memorable. Choose an unusual location or organise an activity that delegates may not have done before. Try and keep your treat in keeping with your theme. Do whatever your budget or imagination allows.
Organise an external motivational speaker. This is something else you can consider as a treat in order to make your conference memorable. Ensure your chosen speaker is properly briefed and that they keep to topic otherwise you could leave the audience thinking “what was that about?”
Avoid getting staff to share hotel rooms to save cost. If you need to organise accommodation, allow staff a room to themselves. Sharing rooms usually causes angst or bickering and you’ll never please everyone.
Remember to get feedback. Ensure no-one leaves without completing a questionnaire about the conference. It will provide valuable insight for next time.
Follow up on any issues raised. Delegates will feel that they have been listened to and that they have a voice if they can see that issues or questions raised during the conference are being addressed.
Don’t forget to have fun with it! It’s always stressful organising events of any kind. But it’s an opportunity to be creative and to really get to know your sales team or senior management people.
There are always lots of communications involved in a conference. Invitations, delegate packs, important information and questionnaires. CraftWrite would love to help you with any copywriting requirements for your next conference. Contact Jill today, jill@craftwrite.com.au
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