Creating A Convention Schedule

Having negotiated, organized and run numerous conventions for the last three decades, I find it amazing how few take advantage of properly understanding and creating an interesting, intriguing, enticing and effective schedule.

Organizations should realize that not only are these schedules important internal documents to help guide their convention organizers, they are essential parts of an effective marketing plan for the convention. In today's world, every convention has countless numbers of competitors for the attention and dollars of potential convention attendees? Why should someone be attracted to your convention rather than another? How does your convention portray value?

The first item that must be addressed, of course, is effective negotiations. An effective negotiator can sometimes mean a difference of as much as thirty percent in the costs of putting on the Convention.

Once that is effectively considered, convention organizers should use the "more bang for the buck" philosophy. Potential attendees look at a convention schedule or flow sheet and it helps them determine the perceived value of the convention. If meals are included, how many and what type, and how do you describe them on the schedule? How "full" does the program look, or is there too much empty space? Does the potential attendee feel they are getting a lot for their money, and that it is meeting their needs?

I have often seen organizers spend a disproportionate amount of funds on items that did not show perceived value to the attendee, such as exorbitant decorations, over-the-top entertainment, high priced printing, etc. These types of items neither generally add anything long-lasting to the attendee's experience, nor show perceived value.

On the other hand, more meals included, better educational programs, and even walking tours included in a program give a potential attendee a feeling that they are receiving value. Convention organizers, especially in the present economy, must thoroughly address the value issue, if they are going to have a successful convention.

Convention organizers must remember that while they might know how much they are doing, and what they are providing, and how expensive it is at hotels, most attendees merely see the cost and what they are receiving. Organizers should therefore focus on perceived value, and it all begins with a convention schedule that helps to market the event.