Mastering the essentials of conference production

Today’s conference producer faces more challenges than ever before, both within and outside their organisations. The producer must rapidly master new markets as well as the mechanics of production — research, writing, analytics and marketing — all while building and preserving relationships with internal and external partners. By attending this master class on conference production, you will be able to find solutions to the key pinch-points in the production process. Using winning case studies from the Conference Awards, producers will learn best practice through real case studies and examples.

Course outline

Industry context: the changing role and responsibilities of the event producer

• Producing within a matrix organisation – what are you really in charge of?
• Working within a brand environment
• Gaining buy-in by demonstrating authority

Conducting research to develop timely content

• Setting realistic targets for desk and phone research
• Multi-tasking — integrating your research targets with related functions
• Comparing ‘organic’ and ‘one-off’ programme development

Formats for events and sessions/Add-Ons

• Comparing production cycles for LSE, Annual, Stage 1, Roundtables
• Choosing the right format for the content: talk, panel, interview, discussion
• Developing creative (and profitable) add-ons

Writing compelling event and talk titles

• Brands vs. titles vs. straplines — what are they for?
• The conference producer’s play-book: tried and tested titles
• Sub-points and why they matter

Building your network through social media

• Managing your LinkedIn profile
• Who’s using Twitter and why?
• It’s all about relationships — spending the time with key people

Speaker selection, invitation, and liaison

• Setting targets for speakers by seniority, industry, geography, etc
• Managing the inviting phase to ensure deadlines are met
• On-going management of the relationship — what can/should you delegate

Managing Sponsors and Sponsorship

• Working within your company ‘rules’
• Ensuring the best possible outcome for your delegates
• Managing the sponsorship team’s expectations

Communicating your vision through copywriting and marketing

• What you need to know about event marketing today
• Writing compelling copy for website and emails
• Briefing and re-briefing sales teams

Balancing priorities and managing deadlines

• Agreeing realistic KPIs
• Planning your day/week/month
• Work-life balance and keeping sane