‘It is important to produce an event in which people are interested enough to invest their time, money and energies to attend.’

CONDUCTING MARKET RESEARCH

You may be given a brief to produce an event based on a general theme. You will then have to decide on the specific subject areas that are to be included in the programme, and the speakers who are going to present them.

It is important to produce an event in which people are interested enough to invest their time, money and energies to attend. Therefore their opinions matter greatly and some market research can be a worthwhile exercise. To begin your search for subjects a brainstorming session with colleagues/superiors can be invaluable. During the session as many different suggestions as possible are called out without discussion and written down for later evaluation. As people bounce ideas off one another, trains of thought can be created and new ideas come to the fore.

DESIGNING A QUESTIONNAIRE

Having brainstormed possible subjects, put together a questionnaire asking potential delegates from in-house or external mailing lists to indicate which of the subjects they would be interested in hearing about. You can also ask them to suggest other subjects and speakers who may not already be listed. From the responses you will be able to put together a programme that you can feel confident is going to be attractive to those you want to attend.

Getting a response

Do not expect a high response rate, typically 5 per cent will respond, so ensure your circular goes to enough potential delegates to make it worthwhile. You can encourage people to respond by making the questionnaire as short as possible, perhaps only one side of A4, and as easy to complete as possible, e.g. using tick boxes and a simple layout. Enclose a stamped addressed envelope or fax-back option and include an incentive such as a discount on the registration fee to those people who return the questionnaire. As with any correspondence that is sent out, be aware of your corporate image and make it as attractive and inviting as possible.

Always ensure your mailings are permitted within the Data Protection Act. Refer to trade magazines and trade associations to keep up-to-date on the latest news and views in your particular industry to be able to ensure that the programme is topical.

FINDING SPEAKERS

The importance of good speakers cannot be underestimated. You may have an excellent venue, a large crowd of delegates and have organised it all perfectly, but if the presentations are poor none of it will have mattered. There are certain characteristics to look for in a potential speaker. They should be:

• knowledgeable about the subject
• articulate
• experienced
• well prepared
• able to empathise with, and enthuse, the audience
• respected.

Where to find speakers

Your organisation may have contacts with suitable and willing speakers, however, you may be required to look externally for them.

Call for papers

By notifying appropriate interest groups you may find volunteers who would like to present at the event. The notice can be placed in appropriate journals, sent to university departments, in newsletters, posted on a web site, etc.

The call for papers should include details of the event -date, time, venue – and language of presentation (and whether interpreters will be in attendance) as well as organisers’ details. Guidelines should be included as to how to apply. It is usual to ask for a written abstract of a specified number of words which outlines the presentation, as well as a biography of the speaker.

You will find that you will not be short of volunteers. Many companies may find that this opportunity would suit their marketing objectives very well indeed and will be prepared to cover all speaker expenses. If you get more abstracts offered than you need you may be able to hold on to them for future events. (See Figure 4.)

Other events

By attending other similar/competing events, you will be able to identify for yourself which speakers perform well and which don’t. Consider how they are received by the audience and in any press reports after the event. Like celebrities, it is possible for speakers to be over-exposed. Popular and prolific speakers are fine so long as their material remains fresh and they do not become complacent. You may also need to book popular speakers some months in advance to ensure their availability.

Speaker bureaux

Speaker bureaux are agencies of, sometimes professional, speakers. A good bureau can be an enormous help in finding the right speaker for your event, but obviously at a price. Some agencies specialise in particular fields and their staff are knowledgeable about the subject matter. Look for a member of the IGAB – International Group of Agencies and Bureaux – so that you can be sure the agency abides by a strict code of practice. They can also provide celebrities for after-dinner speeches, opening ceremonies, etc.

Members of Parliament

Government Ministers and other Members of Parliament are frequently asked to talk at conferences, often in the role of keynote speaker at the start of the event. This can be very worthwhile, particularly in terms of media

attraction. As their official diaries tend to be booked well in advance you may need much longer notice of the event than with other speakers. The MPs will often stay only for a short while and will be accompanied by their secretary or assistant and possibly other officials. You will be expected to correspond in detail with the Minister’s office to make the necessary arrangements, which may include security and other matters. Also be prepared to be let down at short notice should parliamentary business prevent them attending. It is worthwhile having a contingency plan in place.

CORRESPONDING WITH SPEAKERS

Having chosen your speakers, keep them informed and updated on progress as the conference gets closer. Send them a letter thanking them for agreeing to speak, and making clear the terms of the booking. For example, you may or may not be paying a speaker fee or honorarium, travelling expenses, etc. If this is clear from the start there should be no room for misunderstandings later on. (See Figure 5.)

Speaker rehearsals

In an ideal world all of the conference speakers would attend a rehearsal in advance of the event to ensure that their presentation skills are satisfactory, that their papers do not overlap in terms of content, that their presentations fill the time schedule correctly and that they are familiar with the venue and audio visual facilities. In reality the first time you meet the speakers may be on the day of the event, half an hour before the start of the presentation. Speakers are often very busy people and,

particularly if not being paid for the exercise, may not be inclined to find extra time to travel to the venue or other location to rehearse – in which case, alternatives need to be sought.

Presentation skills

If the speaker is an unknown quantity and you are in any doubt as to the quality of the presentation skills of the speaker, you could travel to meet them and have them do a short presentation for you. Alternatively video footage or anecdotal evidence from experienced and known conference delegates/organisers may help to allay your fears.

Time allocation

Ask the speakers to time themselves rehearsing their presentation and be clear as to whether their time allocation includes questions from the audience, or whether that will be in addition.

Overlap

Overlap can be minimised by providing very clear briefs and issuing a copy of each of the abstracts (or scripts) to each of the speakers, particularly those who are speaking on a similar subject. This, of course, is subject to you being supplied with the abstracts; when requesting them in the speaker pack emphasis should be put on the fact that it really is essential, and will be required at least two weeks (if not longer) in advance of the event. This will allow time for rewriting if necessary. Provide contact details for fellow speakers so that they can discuss presentations if required.

Overseas speakers

You may have an increased chance of speakers arriving for rehearsals if they have flown in from overseas, particularly if they have had a long-haul flight. You should allow for jet-lag when making the flight arrangements and give them adequate time to re-orientate themselves.

Set-up day

It may be possible to set up your conference on the day prior to the event. This will probably result in an additional charge by the venue but this is normally at a reduced rate and is very worthwhile in terms of peace of mind. A good night’s sleep is more likely to be had if you have already tested the audio visual equipment, erected the signs, prepared the registration area and set up display stands, etc.

Speaker information packs

A pack of information pertinent to the speaker and chairperson will be useful, and could include the following:

Background information on your organisation

They may be unfamiliar with the aims and objectives of your organisation and this will help them to understand ‘where you are coming from’.

Overview of event

The aims and objectives of the event and a very brief

history if it has run before.

Details of presentation required

A clear brief as to the presentation you are asking them to create and deliver, as well as the duration and timing of it.

Details of the event

Date, time, venue.

Summary of the target audience

The speaker will then be able to adapt his/her talk to suit the understanding of those delegates.

Presentation details of other speakers

Subjects to be covered by other speakers in your session, and possibly contact telephone numbers.

Details of session chairperson

Including contact details if appropriate.

Written requirements

What is required from them in terms of a biography, abstract, etc, and when. It is important that you receive this information well in advance of the event in order for you to be able to distribute it to the chairperson, publish details in the programme, etc. Set a date according to your schedule and then move it forward by a week to allow for late responses.

Audio visual requirements form

It is vital to establish what is required well in advance of the event. Emphasise that they should not presume equipment will be available if they have not informed you of its need.

Clear directions/map

Easy to read and accurate.

Details of what to do on arrival

Make it as easy as possible for speakers on the day of the event by giving them details of where to go and what to do on arrival.

Details of lunch/hotel accommodation

Include a note for speakers to inform you if any special dietary requirements are necessary, e.g. vegetarians, allergies, etc.

Include directions to the hotel if different to the venue and make it clear what is being provided, such as ‘We will provide bed and breakfast in the Highclere Hotel. Please note that you will be responsible for any other expenses in relation to your stay.’

Parking pass

If applicable.

Useful hints and tips

A few guidelines on how to make the most of their presentation. Even experienced speakers could do with reminding sometimes. See Figure 6.

Details of sponsors

If appropriate.

How and when to claim expenses

If applicable.

Contact details for queries

Details of how and when speakers can reach you, including on-site.

A feedback form

Opinion as to the success of the event is important from the speaker’s point of view as well as the delegates, so give them an opportunity to be constructively critical.

A checklist for speakers

So that they can easily see when they need to return the various forms, and check themselves to see if they have done so.

UNDERSTANDING THE ROLE OF THE CHAIRPERSON

The chairperson’s (or moderator’s) role is principally to introduce each speaker to the audience, to ensure they do not overrun their allotted time and to provide the link between each talk. They could also summarise at the end of each talk and field questions from the audience to the speaker or panel of speakers. The chairperson also reads out housekeeping notices such as evacuation details in case of an emergency, order of presentation if changed from the published programme and messages from the organisers. An experienced chairperson who can ‘work’ an audience is worth his/her weight in gold. Often the job will go to an official from a major sponsor or someone from the organising committee.