While the adage “content is king” is essential to start any conference, there are many other variables that are equally important when launching or relaunching an event. Alexander John, business director of Geneva-based global event and marketing agency MCI Group, shares three important stages for event managers launching or restarting a business event.
It’s one thing to announce a conference, but relaunching or initiating a new conference requires extra focus. Before you start, it is important to be intentional to manage the risks and ensure a successful new event for years to come.
Spend some time identifying the conference objectives, high-level theme, and target audience. This step will also involve deciding whether the conference needs to make a profit or break even, determining the draft format, location, dates and target attendance numbers.
For example, if the conference is to educate policymakers on new research that requires policy changes, government officials are an important target audience. You should consider their availability when choosing the location and dates.
Conducting research at the start of the process is vital to ensure the best opportunity for success. At the least, your research should focus on the following parameters.
Once you have enough visibility of the opportunity, it’s time to launch your meeting. Give yourself enough time to organise and deliver the event, prioritising these steps to get started.
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