Creating Effective Events

Course Overview

Marketing events such as conferences, seminars and road shows have the potential to generate high quality sales leads and business alliances. However they can only do this if they are properly planned and managed. This course will introduce you to the plethora of factors that combine to result in a successful event and will help identify some of the pitfalls to be avoided.Note: Exhibitions are not dealt with in this workshop, as they are covered in detail within the complementary workshop 'Effective Exhibitions'.

Audience

All those who plan, attend or use events (including conferences, seminars and road shows) for sales leads, marketing activities and business alliances.

Skills Gained

• How event management fits into the marketing concept
• How to plan for a successful event
• Developing a successful event check list
• Budgeting
• Communicating information through events
• Preparing presenters effectively

Course Outline

• The need to integrate event management within the marketing strategy
• Event planning - event objectives, strategies and tactics
• Selecting the right events
• Pre-event promotional plan
• 'Okay on the day' - dealing with problems
• Event value analysis
• Reasons for poor performance
• The ingredients of a successful event
• The importance of the briefing document
• Budgeting for your event
• Designing questionnaires to assess how your event is perceived
• Lessons for the future
• Using and controlling Presenters and presentations