• ENLIGHTEN AND ENTERTAIN
• FROM TERMINOLOGY TO TEMPTING BENEFITS
  

ENLIGHTEN AND ENTERTAIN
Bringing balance to your conference

By Karen Tocher,
Business Tourism Manager for the Dundee &
Angus Convention Bureau

As the saying goes, all work and no play makes Jack a dull boy, and when it comes to conferences this rule can certainly be applied. Providing an informative and engaging event for delegates is the ultimate aim of any conference. However equally ensuring that the educational aspects of the event are balanced with a healthy dose of relaxing and sociable occasions is crucial towards the success of the given conference.  Making certain that the balance is carefully measured is essential to guarantee your event is both enlightening and enthusing.

Conferences are very much a balancing act.  It is important for any conference planner to recognise the need for an event to be both educational and enjoyable.  Ensuring that delegates are provided with an informative event which provides them with increased knowledge and a sense of engagement with the subject matter is a prime objective.  But it is also important to make certain that this is measured with allocated time to allow delegates to relax, network, and experience the destination.  Finding the correct balance between these elements will create a positive conference which is both memorable and inspiring for all the right reasons.

Some tips for conference planners on how to get it right when it comes to creating a balanced event:

TIMING IS EVERYTHING
Time is the key factor when it comes to creating an event which hits the mark when it comes to both engaging the audience and creating an enjoyable experience. It is vital to think about the structure of your conference.  Make sure that the informative aspects of the event are evenly punctuated with time out sessions.  These intervals allow delegates to step back from the subject and reflect, whilst providing a good networking opportunity.

It is also advisable to think about how you plan your conference in terms of when it comes to the time of day certain activities take place. For example, overloading attendees with information straight after their lunchtime break may be unwise as delegates could be less receptive at this time of day, following a relaxing meal.  Whilst mid morning can be a very good time to engage delegates in something like a Q&A session, when they have had time to take in some facts and are feeling at their most responsive.

When considering the factor of timing, it is also crucial to allow for the needs of international delegates who may be travelling to the conference.  Be aware of their travel schedules which may differ from delegates who are travelling from within the country, and make sure the conference timetable does not start too early or end too late if possible.  You want your delegates to feel relaxed and receptive to the topics of the conference, not fatigued and distracted.

SOURCE THE CORRECT LOCATION
Choosing the right location for the purposes of your conference is one of the most crucial decisions a conference planner makes.  When looking to ensure your event is balanced it is important to select a location which offers itself to both the educational and entertaining aspects of the conference.  A centrally located venue where local visitor attractions are in close proximity can work well.  This creates the opportunity for trips to these landmarks to be integrated into the conference programme.  Or alternatively a more rural location can create a positive atmosphere in providing attendees with the chance to experience the great outdoors and take part in activities, for example outdoor team building events.

Moving location during a conference can also be a strong option. Changing venue creates a sense of diversity, and can introduce a change of pace to your event, essentially ensuring your delegates remain enthused, engaged and above all interested in the proceedings.

ENTERTAINING EVENINGS
If your conference is planned to take place over a number of days, introducing evening events to the programme is a good way to create a sense of balance.  A conference programme which is weighted heavily with informative talks and educational sessions yet offers no “downtime” would be a daunting prospect for any attendee.

Allowing delegates the opportunity to unwind, relax and take in the day’s events in a sociable environment away from the more structured atmosphere of the daytime programme will have a positive impact. One of the key aspects of conferences is often the chance to network and liaise with like minded professionals. Creating social events to allow for attendees to meet one another in a more informal environment is essential and conducive towards helping to forge useful contacts and relationships.

SPEAKERS AND SPECIAL SOMETHINGS
Whether it is a unique and intriguing speaker or a slightly off the wall group input session, breaking up the formal elements of your conference with light hearted sections is a good way to ensure delegates remain enlightened and enthused.

An engaging speaker has the ability to really draw in an audience and can provide a distinctive highlight in your event.  Consider introducing a Q&A session following a speaker presentation.  Allowing delegates the chance to interact directly with the given speaker will bring a conversational and relaxed element to the event and is likely to be highly beneficial to the attendees.

Or an entertaining group work session during your conference which has a unique and quirky approach, is a good way of inspiring flagging delegates who have been asked to absorb a lot of important information.  Whether it is bringing in magicians or actors to entertain delegates or setting up group work projects where they are tasked with an interesting problem solving challenge, these kind of activities alter the format of the programme and can provide a welcome relief to the informative content of the conference.

To conclude: the impetus of a conference may be the informative content of the presentations and activity, but the more sociable aspects should not be overlooked.  With attention to detail and a clear sense of the atmosphere you want to create at your given conference, a positively balanced occasion can be created.  An event which measures the more educational input with entertaining aspects is more likely to remain in the minds of delegates for all the right reasons, long after the event has passed.”

FROM TERMINOLOGY TO TEMPTING BENEFITS
Top Tips for securing Conference Sponsorship


By Karen Tocher

Securing a sponsor for your conference is often an initial key objective for conference organisers.  With the potential to provide major economic benefits, attracting support can make a significant difference towards the success of a given event.  Engaging the interest of sponsors and creating inspiring packages to entice them to support your conference is essential.

Obtaining sponsorship is a fundamental aim for many conferences. The funding from sponsorship can have a huge financial impact on your event.  For example sponsorship can be crucial for academic conferences in particular in order for the event to take place, without making a loss.  Equally choosing to support a conference can be extremely beneficial for the actual sponsors. Having a strong presence at an event which comes under the umbrella of your target sector, can reap rewards in terms of brand awareness for an organisation.

However, securing sponsorship can sometimes prove a testing challenge.  Competition can be fierce with many organisations inundated with similar requests to support events.  It is therefore vital to think outside of the box when it comes to attracting and approaching sponsors and ensure that you are offering a package which is highly beneficial to both the conference organisers and the potential supporter.

Some top tips on attracting conference sponsorship:

TEMPTING TERMINOLOGY
Words and phrases can make all the difference when approaching an organiser. Choosing to support a conference can have significant advantages for an organisation. Presenting their logo in the literature and signage throughout the conference raises their profile amongst their target audience, whilst the organisation’s reputation as experts within the specific field can be enhanced through input into academic sessions during the event. Presenting the associated benefits to a potential sponsor is the first element conference organisers should consider.  For example, carefully wording communication to present sponsorship as a “marketing opportunity” can make all the difference between tempting and turning away a prospective supporter.

TAKE THE PERSONAL APPROACH
Communicating on a one to one basis with individual potential sponsors will gain far better results.  Blanket mailing can often seem like the most time effective way of getting the sponsorship information across to a multitude of organisations.  However taking a more personal approach is far more likely to deliver the preferred result and secure that all important sponsor. Making contact with selected prospective sponsors directly and individually is important.  It creates the opportunity to provide these organisations with packages which are tailored towards them specifically.  Approaching possible supporters from an angle which will exclusively appeal to their interests and requirements is liable to receive a much more positive reaction.

SOURCING SPONSOR
It is vital to consider who to target when approaching sponsors. Creating a key list of potential companies to approach should be one of the first tasks undertaken.  Identifying businesses with a direct and specific interest within the given sector affiliated with the conference is essential. These companies will be able to immediately recognise the advantages supporting your conference will bring.

But equally it is important not to limit the companies you approach to a list which is too refined or narrow.  Think outside the box about companies from outwith the immediate and obvious sector, who may equally find the sponsorship opportunity beneficial to their business. For example local restaurants may be keen to get involved in supporting the catering arrangements for the event.  With delegates often attending from across the globe, a conference would provide the unique opportunity for them to present their product to a wide and varied audience who they may not reach otherwise.  When organising a conference it is about not only promoting the event, but also the destination with the aim of encouraging post event return visits by delegates.  Involving local suppliers in your conference will bring a sense of “locality” to your event and help to highlight just some of the qualities which make your given location attractive to visitors.

TRY SOMETHING DIFFERENT
Sponsorship packages often follow a standardised format incorporating elements such as the appearance of sponsor logos on conference literature and a visual presence in terms of banners and stands at the actual event.  These are all vital aspects which are important for potential sponsors.  But being more innovative with the sponsorship package which you offer can often achieve a positive outcome.  For example the opportunity for supporters to get involved with the more social aspects of the conference such as an evening occasion can be a unique way of attracting sponsorship.   The chance to be associated with the more light hearted and entertaining aspect of the conference can be very appealing to potential supporters as they are reaching their target audience at a more relaxed and informal occasion.  Or alternatively creating the chance for book or software publishers, product manufacturers or local retailers to sponsor the event and present and sell their produce during the conference, can be a strong way of encouraging a more diverse range of supporters.

DELIVERING PROMISES
When introducing sponsors to an event it is paramount conference organisers ensure they deliver exactly what has been agreed. Essentially keeping your promise to supporters by making certain all elements of your contract are fulfilled, is crucial.  This will not only guarantee sponsorship feedback is good, but will also be productive when attempting to gain support for your next event. Strong testimonials and a professional positive reputation are essential for any conference organiser.

To conclude: sponsorship can reap rewards for both the conference organiser and associated company if undertaken effectively.  Involving the sponsor in a diverse range of elements of the event and building strong relationships can make a tremendous difference to both the conference and the supporting business, whilst bringing great success to the event.

About the author
Karen Tocher is Business Tourism Manager of the Dundee & Angus Convention Bureau, in Scotland.

Karen qualified in Hotel Management from Sun International, in South Africa, where she grew up, and started out her career in the hotel industry in South Africa as an assistant food and beverage manager. She moved to the UK in 1994 and worked in a number of hotels including Stakis Edinburgh Airport and Swallow Hotels (Dundee) before joining Carnoustie Hotel Golf Resort & Spa as Front of House Manager. She moved to the Dundee & Angus Convention Bureau six years ago, where she now heads up a team that promotes Dundee & Angus as a leading Business Tourism Destination, with the help of local partners.

Karen is passionate about the city of Dundee and the potential the surrounding area offers for becoming a leading conference destination. She and her team aim to increase the quality and quantity of conferences held annually in Dundee and Angus. Karen is married and has a three year old son.

About Dundee & Angus convention bureau
The Dundee & Angus Convention Bureau provides a dedicated and professional service that will assist with organising a conference, promoting a conference (aimed at increasing delegate numbers) and provide additional destination support to ensure a successful conference.

Services include: venue finding, destination site inspections, on-line accommodation booking service, on-line coach transfer service, on-line tailored tour booking service, conference planning and promotion and destination support and hospitality.