Five phase, 20 step model

Building the reputation of conferences and events to attract bigger audiences...

Steve Elliott,Blackberry Productions

Research Objectives Draft Test

Content Benefits Creativity Venue

Advertise Promote Premium Sell out

Plan Involve Rehearse Smile

Feedback Measure Celebrate Reputation

Five phase, 20 step model

Research

Understanding who and what else is competing for your audience

Objectives

Write down the core aims and purpose of your event

Draft a plan

Create an outline programme, start and finish times, breaks, lunch, key speakers, activities

Test

Take your draft plan for a test drive, invite your target groups to offer comments and improvements

Content

Your event is the container, the meaning is your core theme. Ensure all speakers are briefed and on message.

Benefits

Why you should buy a ticket – how much would you pay?What’s in it for me? Will it be worth my time and money?

Creativity

Understand that people learn in different ways – Engage the 5 senses

Location, flexibility, service, excellence;What does the venue say about your event?

Advertise

Go to market as early as possible; get the date in their diaries

Promote

Segment and target groups use both online and offline marketing

Premium

Offer a range of tickets options. In all walks of life people will want to pay more for added benefits; perceived or real!

Sell out

Being oversubscribed is easier to manage that chasing numbers

Plan

A detailed on-site schedule agreed with the venue, shared as widely as possible – no surprises.

Involve

Involve everyone in a detailed event briefing to remove any assumptions or misunderstandings

Rehearse

Don’t allow people to put their reputation at risk.

Smile

Completely free to use and with maximum impact. One of the most powerful tools in the success tookit

Feedback

Seek reactive and reflective feedback to help understand what and why.

Measure

How did we measure up against the objectives?

Establish a process for measuring success.

Celebrate

Acknowledge and Reward the team – create event ambassadors

Reputation

Publish the results and testimonials and build the reputation of the event.

Successful events that attract an audience, engage and interact with them and ultimately inspire them will be based on robust upfront research, detailed planning and excellent delivery to ensure that what we create not only meets but surpasses the expectations of our audience.

If you set out with your own number 1 objective of building the REPUTATION of the event and as the project develops your regularly ask yourself ‘ will this build the reputation of my event’ you are well on your way to ensuring that you attract more people to attend your events.

Summary: