Conference Strategies In Trying Economies

Conference planning today requires a different approach than it did just a few years ago. The attendee's demographics, financial realities, competition, and alternative venues are all factors that directly impact conferences today. Another factor that has impacted conference planning is the priorities of the attendees. The widespread use of things such as Webinars, Web conferences, Skype, conference calls, expanded use of e-mail, texting, and social media have also had an impact.

Many organizations have gotten "nervous" planning their conferences because of the uncertainties in terms of predicting attendance and participation, fewer exhibitors, less sponsorship money available, etc. The cost/ benefit ratio, in some cases has become more skewed towards costs than benefits. These organizations have often delayed confirming arrangements, thus making the "lead time" before the conference shorter, which, of course, brings with it the ramification of making it more difficult to attract attendees.

Successful organizations have realized that for their conference to be successful that it must offer more "value" than its competitors. These organizations want to offer more to attendees while securing attractive venues, and they want to, and need to, get "more bang for the buck." A successful conference must today prepare and use creative, carefully constructed Requests for Proposals (RFPs) from the potential conference site, and must adequately address all potential issues and needs of the conference in this RFP. Some of the items that specific information and perhaps concessions might be needed include getting concessions in areas such as: room rate; internet access; parking fee waiver or reduction; complimentary meeting rooms; adjusted menus; attrition concessions; more complimentary items for conference such as complimentary rooms (perhaps 1 in 40 or better, which has become the norm), sponsored reception, etc.; major concessions regarding costs of Food and Beverage; etc.

While conference arrangers must realize that the best way to make arrangements for a conference is to get competitive bids (RFPs), hotels and/ or conference facilities need to also make a profit. A successful organizer will work with a facility to offer creative ways that the hotel, etc., can reduce its costs, while offering conference attendees a superb experience. Many costs associated with a conference are fixed, and thus, in general, the greater the attendance the lower the overall cost per attendee. Today's Facility Conference/ Convention managers must also realize that most organizations are working with lower budgets, and therefore both sides must readjust their mind sets, and work cooperatively to optimize the win-win aspect.

Creative and effective negotiation is possible with expert planning and attention to detail. The more that can be pre-negotiated the better, because those add-ons are often the "breaking point" in terms of financial feasibility for a conference. Although there is less money available, attendees expect as much or more than ever, and it is important to make cost reductions in areas that will not impact attendee expectations and experiences. Friendly, personal communication and warmth, and effective advance marketing maximize conference success.