Planning Tips

Here are some hints we hope you find useful when planning your next project. Our #1 tip: Assign GEM to manage any or all of your logistics, leaving you free to fundraise, sign up sponsors and/or exhibitors, plan your conference’s technical program, and take all the credit for a memorable event!

The Basics:

Know your market when planning either a new event or expanding on a one-time success; optimism drives success, but realism must drive your budget!

Work out your marketing strategy early, i.e., How are you going to "sell" your event?

Marketing is the key to success: Know whom your potential attendees are, what will appeal to them, and in what media they need to read and hear your message

Start with your ideal date, then:

• check out your competition for conflicting events
• block your facility immediately, or at least obtain first right of refusal
• remain flexible: your desired date(s) may not be available, so have contingencies in mind
• once established, count back from your confirmed dates to develop your timetable of deadlines and critical dates

Interview your prospective contractors early, and ask for at least three references

When asking for proposals from competing contractors and facilities, specify your own format so that you can "compare apples to apples"

Have legal counsel review facilities and other contracts BEFORE you sign them

If you are sharing the financial risk with another sponsoring organization, be sure you have a legal Memorandum of Understanding or similar contract between you

Obtain insurance coverage to include cancellation, liability (property damage, bodily injury, personal injury, transportation vehicle coverage, alcoholic beverage liability) and – believe it or not – earthquake insurance if applicable!

Assemble an organizing committee or group eager to work, and regularly brainstorm with them to develop innovative ways to make your event the best possible

Never forget your VIPs, especially those to whom you owe favors: Hold signing ceremonies, receptions, celebrations of organizations’ partnerships – in other words, a little pomp is important for getting off to a good start!

Budgeting:

Control your costs at every turn, and never, never let your organizing committee members spend money without your authorization (a check request form is a good tool to use in curbing unbridled spending)!

Better yet, appoint a finance chair, someone with the talent to keep a tight grip on the purse strings

Some categories are notorious for becoming "black holes" into which money disappears: these include catering, travel, printing and overbooking of hotel rooms – monitor them closely

It’s a good idea not to include sponsorship moneys promised but not received in your budget; remember that, especially in shaky economic times, promises can be broken

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Conferences/Seminars:

Select a theme sufficiently broad to provide flexibility to those who will be selecting speakers, and one appropriate to allow your graphic artist creativity in designing a logo

Decide how big your program will be –

• all invited speakers or general call for papers?
• will all speakers be required to submit abstracts?
• will there be a proceedings volume, and if so will it be included in what attendees receive in their registration packets?

If you plan on an extensive technical program, secure as early as possible the "buy in" of higher-ups in the organizations that will be the primary source of your attendees: remember they’re the ones who will give permission for their employees to participate

Decide if your conference will have a trade exhibition with it: a great source of additional revenue, but also a lot of additional work and worry!

Don’t forget that informal interaction is one of the most important reasons why people participate in conferences, so design social events for maximum networking time

Tradeshows:

Do not select your general contractor, international freight broker and security firm based solely on the lowest bid or how many favors they will do for you the organizer; otherwise, your decision may come back to haunt you

Determine from the start how you will assign booth space – it’s up to you – but be fair by letting your entire prospect list know at the same time how the process will work

Always remember that exhibitors – not just attendees – are your clients too

Your exhibitors are a valuable resource for improving your show; treat them with respect and they’ll return (it’s often a lot easier to sell out your first tradeshow than it is your second, especially if your exhibitors are not happy!)

Communication is key: Keeping your exhibitors informed minimizes nasty surprises on site and makes your precious time, as exhibits manager, much more efficient

Be consistent: Show no favoritism in dealing with individual exhibitors and enforce display rules uniformly

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Field Trips/Excursions:

Whenever possible, include in your field trip a balance between the specific subject being taught and the history, culture, flora, fauna, food and drink of the local area; the more you tip toward the latter, the more appealing such excursions will be for spouses and guests

Because field trips are often last-minute in filling up, avoid paying non-refundable deposits for vehicle rental, participant housing, group meals and supplies

It’s easy to budget for field trips if you keep variable costs and fixed costs separate:

Variable Costs (per participant)

• Airfare, train ticket or bus fare to embarkation point (and return)
• Refreshments in the field
• Mailing costs to participants
• Entrance fees to attractions
• Guidebook
• Housing (specify single or double occupancy & include all taxes, porterage, etc.)
• Group meals
• Giveaways/souvenirs (hats, sunglasses, ditty bags, clipboards, etc.)

Fixed Costs (same cost regardless of number of participants)

• Leader honorarium/fee, room & board
• Support personnel costs
• Mailing costs to leaders, suppliers
• Cost of "dry run" inspection tour
• Transportation/vehicle rental & fees (bus or van, driver per diem & gratuity, tolls)
• Tips
• Equipment rental (audiovisual, coolers, etc.)
• Insurance
• Miscellaneous (on-site contingency funds to cover emergencies)

A good rule of thumb is to set your breakeven participant number at 2/3 of your maximum capacity (and if you’re counting seats on a bus, don’t forget to count the leaders!); what you’ll charge your participants per person can then be calculated on your total fixed costs ÷ your breakeven participant number + your cost per participant (variable costs)

I had the opportunity to work with Bruce and GEM in the conception, development and launch of the MTELV tradeshow for AMTDA.  This project began as a very “underground” movement in our industry and required Bruce to accomplish initial research and work with an understanding of tact and confidentiality I have not seen before.  When we announced the show, Bruce was tasked to take our vision of creating “something new” and make it workable both from the practical production side and as a profitable business model.  He brought to the table a variety of best practices and a level of experience from his many years in the industry.  At the end of the engagement, Bruce had vetted the majority of the anchor partners we were looking for and had already collected deposits for exhibit space more than two years out from the event.
- Joshua Caulfield
Executive Vice President
American Machine Tool Distributors’ Association

The first time we met with Michelle and related our predicament in trying to put a meeting together in Mexico we were skeptical but hopeful.  In a matter of days, she had negotiated a hotel contract at room costs far below what we were being told and had used her expertise to mediate other additional savings for our group.” 
- Tena Woodbridge, Director of Marketing, Petroleum Equipment Institute