Friday, August 8, 2008

Inside Meetings

In tighter times, you can plan an event that can’t be missed

Sharing ideas and technologies is one of the backbones of innovative industries like technology and life sciences, and a slowing economy shouldn’t mean a slow event season. Rather, invitees need to understand the value in attending professional events, even as their company’s purse strings may be tightening.

There are many other things to keep in mind while planning a can’t-be-missed professional event. It may take a lot of phone calls and price comparisons, but it is possible to run a less expensive event while preserving the atmosphere and agenda of a must-attend program.

When planning an event in tighter times, it’s imperative to consider what’s on people’s minds. What’s important right now? What are their urgent needs or issues? When the economy slows, companies focus on short term goals as opposed to the longer term, “blue sky thinking” often encouraged when the economy is thriving.

Conference planners must show that they are aware of attendee concerns. There are many issues that are relevant across the board, regardless of the exact industry or executive level of the attendee.

Content and location of a conference or business event are two of the factors that can be altered during an economic downturn. Consider addressing economic issues by incorporating them into the conference agenda. For example, include a session on “Innovating in Leaner Times,” as small and large companies alike look for new revenue streams when existing ones shrink.

Something on every attendee’s mind in a flailing economy is guaranteeing that they have an effective team in place. When the economy is good, it’s harder to hire great people, but when the economy suffers, companies need to ensure they have the best, most productive talent in place to weather the slump. So, consider adding a session such as “How to Manage an Effective Team” or “Finding, and Retaining, Top Talent.”

A tight economy also means companies are looking for ways to lower costs and build efficiency into their business. While some turn to outsourcing or cutting internal costs, every business struggles with how to lower costs while still growing a company. One option may be to organize a session where top executives talk about strategies they have deployed to grow their companies in the face of a fledgling economy. Or, consider having a panel of companies show how their products can be used to cut costs.

Other things to consider in planning an event include:

• New England weather, for better or for worse. Planning for weather can get tricky. The conference season generally runs from April to mid-June, then September to mid-November. It’s certainly a challenge for conference planners to squeeze events into those periods of time, but it’s a professional courtesy for organizations that plan events to check with other agencies when setting dates. It’s not in anyone’s best interest for programs to compete for attendees. TechVenue.com is a resource for checking what else is going on in the area and when.

• Location, location, location. An event held in a downtown Boston space can be more expensive in terms of food, room rental and overnight accommodation. Organizing an event even 30 miles out of the city at a hotel or college campus can cut down on costs considerably, and might even be more attractive to attendees whose companies aren’t located in downtown Boston.

• Space matters, so find the right-sized venue. Have a working agenda before booking the hotel so you have an idea of what sized room your event may require, but be open to changing the agenda to accommodate the space. Most hotels or conference centers have conference service managers so there will be a one-on-one relationship with someone who knows the venue. Each location has different costs, so have a checklist to compare venues.

• Manage and compare costs. Food is the biggest expense for any event and menu pricing can vary greatly depending on the venue. Consider whether a continental breakfast could replace a sit-down meal or if sandwiches are better than a full lunch. Event sponsors can also help cover meal costs by sponsoring a breakfast or lunch.

• Take advantage of free advertising sites. Confabb.com and MarksGuide.com are sites specific to listing conferences and professional networking events locally. Both sites are easy to use and convenient for posting and searching events.
As businesses find creative ways to keep growing during the downturn, it’s still possible to produce high-quality programs that will bring excitement and innovation.

 

Shayne Gilbert is the founder and CEO of Future Forward Events LLC, a Boston company that produces conferences including Future Forward, the Nantucket Conference, Convergence Forum and The Conversation. She can be reached at 617-367-1400.