Event Camp Down UnderFeb 27th, 2012MaximisingValue for YourEvent
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
VALUE        www.gallusevents.co.uk
www.gallusevents.co.uk
Your role in events.                 www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
Delegates given time to                discuss content & knowledge       with each other             remember      www.gal...
Chairman and speaker.“what more can you do to add valueto our event?”                        www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
We can’t read and listen   at the same time                           www.gallusevents.co.uk
www.gallusevents.co.uk
Venue and destination.“what are you doing to addvalue to our event?”                      www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
Subvention.              www.gallusevents.co.uk
Technology.“how are you adding valuethrough networking?”                     www.gallusevents.co.uk
Technology.“how are you adding value bysupporting learning?”                      www.gallusevents.co.uk
www.gallusevents.co.uk
Being PresentOnline before, online after.Face2Face during.                    www.gallusevents.co.uk
www.gallusevents.co.uk
Suppliers.“how are they adding value?”                      www.gallusevents.co.uk
Exhibitor and sponsor.“how are they adding value?”                      www.gallusevents.co.uk
The organiser.“how are you bringing this alltogether? ”                       www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
Experience designAn event worth remembering ismore than good logistics andbest practices                     www.galluseve...
Create appropriate spacesfor people to work, withcharging points for laptops/tablets/phones,tables, comfortable chairs, an...
www.gallusevents.co.uk
www.gallusevents.co.uk
Curate your audience.                www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
www.gallusevents.co.uk
Value chain for events                                             Exhibitors                                Speakers &   ...
www.gallusevents.co.uk
william@gallusevents.co.ukTwitter: @williameventsLinkedIn: Making GoodOrganisers Great
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ECDU12 - William Thomson – Maximising Event Value – Barcelona

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William Thomson – Maximising Event Value – Barcelona

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  • IntroductionWhat I’ve done
  • I think we are in a right messWe have viewed our events too much as a product and not a serviceWhat I will cover today
  • The history of conferencesIn the west during the second world war and really before the mass uptake of TV it was neccessary to bring everyone together, cheaply and quickly to tell them things. This was how we used to think people learned and this was much the same at school
  • You became used to this, so the natural step was for this to happen at work for everyone to take
  • And then of course the next obvious way, ensuring it was still cheap and easy to do was to do this.
  • So that’s how we got here. No one said, let’s design conferences from scratch making sure they are the best thing for the delegate.So that’s why there are x about of you today in one room, why you are in what we call ‘class room style’What about how a conference is structured. It fits into the hotel, 3 x refreshments, and lunch. This is all done so you can have a convienent day rate for the hotel and they can get you out before they book an evening dinner. We really are at the bottom of the food chain.
  • I bet this isn’t the first time you’ve seen someone asleep on an exhibition stand? Whatcan you do and what encouragement can you give your exhibitors to make your exhibition floor more interesting
  • I bet this isn’t the first time you’ve seen someone asleep on an exhibition stand? Whatcan you do and what encouragement can you give your exhibitors to make your exhibition floor more interesting
  • Conferences have to be about learning. You have to structure the day so that people learn something useful. They should not be designed to only make as much money as possible.If we don’t structure our conferences with this at the forefront of our mind. Then basically we are putting on the evnets and then doing this
  • One of the best ways to make sure you are running successful events and making money is to clarify your objectives right at the start. Too few events start with a discussion about what they are trying to achieve.These are the three questions I ask of every organization when they ask me to look at an individual event, a series of all of their events.What will a successful event look like to your customers and your organisation?How will you be able to measure this success?What are the objectives of each individual section of this event and the event overall?
  • Provide free tickets to the people you want to have. Don't spam people you would like to havebut you’ve never met before or don't know your event without a proper introBy "snowballing" the invitations. Invite a first round of people you consider interesting and leteach of them invite a fixed amount of other peopleChoose topics which are attractive to the specific demographic you're interested inUse a location that's attracts your specific audience or makes them feel more comfortable(e.g.: using a traditional hotel as a venue might not appeal to the creative kind, organizing yourconference in a discotheque might be a bit off for a corporate crowd)Set a price that is coherent with your target audience. A high price will discourage students, asmall one can discourage more senior peopleDirect your marketing and communications to a specific segment and reinforce that bychoosing the right media partnersMake your event invitation onlySet a reference model. Anyone that wants to attend to your conference should indicate to referrers(that have previously attended your event) in the application form
  • Conferences are rubbish and it’s normally the faults of everyone involved, including delegates. Being a delegate is an easy life. And for conferences to become a real success that has to change. You have to realise that if you want to get value from the event, you have to be a participant not a delegate. Now, the Chinese are no different from the British, or the Japanese or most Europeans, but you are certainly different from the americans but you have to start challenging your delegates.
  • We have to move away, or avoid sessions like this. There are x amount of people in this room right now, and the crazy thing is, that you will be here for 45 mins and the only person you will hear from it me! I may know a lot, but more than all of you put together I doubt it! So we have to think about ways of getting all that knowledge out of the people in the room
  • Basically if I tell you something you are likely to forget it. But if you speak to someone about it soon after you hear it, then you remember it. It’s amazingly simple and it works. At some point today I may ask you to prove it to me.
  • Provide free tickets to the people you want to have. Don't spam people you would like to havebut you’ve never met before or don't know your event without a proper introBy "snowballing" the invitations. Invite a first round of people you consider interesting and leteach of them invite a fixed amount of other peopleChoose topics which are attractive to the specific demographic you're interested inUse a location that's attracts your specific audience or makes them feel more comfortable(e.g.: using a traditional hotel as a venue might not appeal to the creative kind, organizing yourconference in a discotheque might be a bit off for a corporate crowd)Set a price that is coherent with your target audience. A high price will discourage students, asmall one can discourage more senior peopleDirect your marketing and communications to a specific segment and reinforce that bychoosing the right media partnersMake your event invitation onlySet a reference model. Anyone that wants to attend to your conference should indicate to referrers(that have previously attended your event) in the application form
  • What a risk?Imagine inviting a random person to cook for you?Not just speakers ability but what content are they covering?
  • Not free WiFi just offer very good WiFi at a reasonable rate
  • You became used to this, so the natural step was for this to happen at work for everyone to take
  • - Involvement of delegates - Creative use of the physical facilities - Green and responsible operation - Integration of authentic and local flavour- Measuring the Return on Meeting Investment
  • I think we are in a right messWe have viewed our events too much as a product and not a serviceWhat I will cover today
  • Provide free tickets to the people you want to have. Don't spam people you would like to havebut you’ve never met before or don't know your event without a proper introBy "snowballing" the invitations. Invite a first round of people you consider interesting and leteach of them invite a fixed amount of other peopleChoose topics which are attractive to the specific demographic you're interested inUse a location that's attracts your specific audience or makes them feel more comfortable(e.g.: using a traditional hotel as a venue might not appeal to the creative kind, organizing yourconference in a discotheque might be a bit off for a corporate crowd)Set a price that is coherent with your target audience. A high price will discourage students, asmall one can discourage more senior peopleDirect your marketing and communications to a specific segment and reinforce that bychoosing the right media partnersMake your event invitation onlySet a reference model. Anyone that wants to attend to your conference should indicate to referrers(that have previously attended your event) in the application form
  • Provide free tickets to the people you want to have. Don't spam people you would like to havebut you’ve never met before or don't know your event without a proper introBy "snowballing" the invitations. Invite a first round of people you consider interesting and leteach of them invite a fixed amount of other peopleChoose topics which are attractive to the specific demographic you're interested inUse a location that's attracts your specific audience or makes them feel more comfortable(e.g.: using a traditional hotel as a venue might not appeal to the creative kind, organizing yourconference in a discotheque might be a bit off for a corporate crowd)Set a price that is coherent with your target audience. A high price will discourage students, asmall one can discourage more senior peopleDirect your marketing and communications to a specific segment and reinforce that bychoosing the right media partnersMake your event invitation onlySet a reference model. Anyone that wants to attend to your conference should indicate to referrers(that have previously attended your event) in the application form
  • Provide free tickets to the people you want to have. Don't spam people you would like to havebut you’ve never met before or don't know your event without a proper introBy "snowballing" the invitations. Invite a first round of people you consider interesting and leteach of them invite a fixed amount of other peopleChoose topics which are attractive to the specific demographic you're interested inUse a location that's attracts your specific audience or makes them feel more comfortable(e.g.: using a traditional hotel as a venue might not appeal to the creative kind, organizing yourconference in a discotheque might be a bit off for a corporate crowd)Set a price that is coherent with your target audience. A high price will discourage students, asmall one can discourage more senior peopleDirect your marketing and communications to a specific segment and reinforce that bychoosing the right media partnersMake your event invitation onlySet a reference model. Anyone that wants to attend to your conference should indicate to referrers(that have previously attended your event) in the application form
  • Adopt a system that allows attendees to see in advance who else is participating, what theyare offering/looking for, and schedule a meeting at your event. If budget is an issue, simply providethe participant list by email (include at least name/surname, company, role)Provide a Concierge Service. Staff helping attendees by introducing them to the right people forthem. The Concierge(s) should study who is attending, their interests, if they want to meet otherpeople, etcCreate a networking friendly area with lots of "mini living rooms" where people can comfortablytalk, share a coffee and start spontaneous conversations
  • Provide free tickets to the people you want to have. Don't spam people you would like to havebut you’ve never met before or don't know your event without a proper introBy "snowballing" the invitations. Invite a first round of people you consider interesting and leteach of them invite a fixed amount of other peopleChoose topics which are attractive to the specific demographic you're interested inUse a location that's attracts your specific audience or makes them feel more comfortable(e.g.: using a traditional hotel as a venue might not appeal to the creative kind, organizing yourconference in a discotheque might be a bit off for a corporate crowd)Set a price that is coherent with your target audience. A high price will discourage students, asmall one can discourage more senior peopleDirect your marketing and communications to a specific segment and reinforce that bychoosing the right media partnersMake your event invitation onlySet a reference model. Anyone that wants to attend to your conference should indicate to referrers(that have previously attended your event) in the application form
  • ECDU12 - William Thomson – Maximising Event Value – Barcelona

    1. 1. Event Camp Down UnderFeb 27th, 2012MaximisingValue for YourEvent
    2. 2. www.gallusevents.co.uk
    3. 3. www.gallusevents.co.uk
    4. 4. www.gallusevents.co.uk
    5. 5. www.gallusevents.co.uk
    6. 6. www.gallusevents.co.uk
    7. 7. www.gallusevents.co.uk
    8. 8. www.gallusevents.co.uk
    9. 9. www.gallusevents.co.uk
    10. 10. VALUE www.gallusevents.co.uk
    11. 11. www.gallusevents.co.uk
    12. 12. Your role in events. www.gallusevents.co.uk
    13. 13. www.gallusevents.co.uk
    14. 14. www.gallusevents.co.uk
    15. 15. Delegates given time to discuss content & knowledge with each other remember www.gallusevents.co.uk
    16. 16. Chairman and speaker.“what more can you do to add valueto our event?” www.gallusevents.co.uk
    17. 17. www.gallusevents.co.uk
    18. 18. www.gallusevents.co.uk
    19. 19. We can’t read and listen at the same time www.gallusevents.co.uk
    20. 20. www.gallusevents.co.uk
    21. 21. Venue and destination.“what are you doing to addvalue to our event?” www.gallusevents.co.uk
    22. 22. www.gallusevents.co.uk
    23. 23. www.gallusevents.co.uk
    24. 24. Subvention. www.gallusevents.co.uk
    25. 25. Technology.“how are you adding valuethrough networking?” www.gallusevents.co.uk
    26. 26. Technology.“how are you adding value bysupporting learning?” www.gallusevents.co.uk
    27. 27. www.gallusevents.co.uk
    28. 28. Being PresentOnline before, online after.Face2Face during. www.gallusevents.co.uk
    29. 29. www.gallusevents.co.uk
    30. 30. Suppliers.“how are they adding value?” www.gallusevents.co.uk
    31. 31. Exhibitor and sponsor.“how are they adding value?” www.gallusevents.co.uk
    32. 32. The organiser.“how are you bringing this alltogether? ” www.gallusevents.co.uk
    33. 33. www.gallusevents.co.uk
    34. 34. www.gallusevents.co.uk
    35. 35. Experience designAn event worth remembering ismore than good logistics andbest practices www.gallusevents.co.uk
    36. 36. Create appropriate spacesfor people to work, withcharging points for laptops/tablets/phones,tables, comfortable chairs, and a tranquilenough area for conference calls www.gallusevents.co.uk
    37. 37. www.gallusevents.co.uk
    38. 38. www.gallusevents.co.uk
    39. 39. Curate your audience. www.gallusevents.co.uk
    40. 40. www.gallusevents.co.uk
    41. 41. www.gallusevents.co.uk
    42. 42. www.gallusevents.co.uk
    43. 43. www.gallusevents.co.uk
    44. 44. www.gallusevents.co.uk
    45. 45. www.gallusevents.co.uk
    46. 46. Value chain for events Exhibitors Speakers & Venue &Objectives Roles Audience and Technology Suppliers Organiser Chairman Destination Sponsors www.gallusevents.co.uk
    47. 47. www.gallusevents.co.uk
    48. 48. william@gallusevents.co.ukTwitter: @williameventsLinkedIn: Making GoodOrganisers Great

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