- Vision: Focus on where the topic can go and aim to be the industry standard in your market.
- Profile: Develop profiles for delegates, speakers, and sponsors that are in complete harmony with the program.
- Why customers attend: A great conference fulfills objectives like learning, networking, benchmarking, and having fun.
- Brainstorming: Well-researched stakeholders can help turn 90 minutes into a great draft program.
- Knowledge: The more knowledge you possess, the better the conference will be.
- Program development:
- Top down — start with the top 8 or 12 big topics.
- Bottom up — include detailed research, especially from allies.
- IMAPAC format: Focuses on interactivity and experience, with panel discussions being key to idea exchange.
- Moderators and chairpersons: These are essential to making a conference work and should be invited first.
- Keynotes: Identify and invite them early, thinking laterally for interesting insights from other industries.
- Speak: Communicate directly with industry experts; great conferences are not produced via email alone.
- Allies: Maintain meaningful relationships with objective industry experts.
- Borrow: Use the internet to access world-class ideas, but remain original.
- Invitations: Understand what the prospect does and use professional flattery.
- Nobodies: Avoid presenters from unknown companies as they can negatively impact industry perception.
- Work smart: Send multiple invitations early and always have alternatives in mind.
- Communicate professionally: Every draft, bullet point, and invitation must be of the highest standard.
- Marketing: Prioritize the acquisition of data and marketing knowledge.
- Speaker geo: To attract delegates from a specific region, invite speakers from that same area.