The American Express OPEN Forum is one of the premier sites online targeted at helping business owners and managers improve their events. While your organization may be non-profit, all events are essentially businesses with revenues and expenses.
One recent article titled "6 Reasons To Skip That Next Conference" outlined the most common warning signs that a given conference probably is not worth attending. Here are the six items you should avoid when managing your event:
One recent article titled "6 Reasons To Skip That Next Conference" outlined the most common warning signs that a given conference probably is not worth attending. Here are the six items you should avoid when managing your event:
1. Advertising Using Junk Mail
The author heavily criticizes the use of blast emails and direct marketing as clear signs that you're event probably is not worth attending. He encourages organic marketing via word of mouth coverage. For example, positive reviews of event experiences on blogs are a great way to obtain and grow your attendees.
Lesson: focus on creating an outstanding conference and grow your attendees organically by word of mouth.
2. Using The Same Speakers Every Year
This is usually a clear indication that your conference exists solely to promote the goods and services of the speakers or that your conference is not good enough to bring in great speaking talent every year.
Lesson: find the best speakers on the given topics and at a minimum, rotate your speakers.
3. Using The Same Material Every Year
Using the same material every year is usually an indication that your event is solely there to promote certain classes or trainings. This is an indicator of stale content and that your presenters are probably not as up to date on industry trends as an expert should be.
Lesson: make sure your materials are updated to reflect the current market conditions and trends.
4. Using "Trust Me" Advertising
If your advertising goes overboard to prove how excellent your sessions and speakers are, this is usually a clear indicator that your event isn't going to live up to expectations. One way to counteract this is to use testimonials from previous attendees...but don't go overboard.
Lesson: don't be over the top in proving the credibility or quality of your event.
5. Inviting Presenters Without Getting Credentials
This trick usually plays to potential attendees' egos while at the same time allowing you the organizer to fill the speaker roster with low-cost speakers. This usually brings about low quality sessions for the rest of the attendees. Verify your speakers credentials.
Lesson: verify your speaker's credentials i.e. why your attendees should be willing to listen to them on the specific topic they are presenting on.
6. Build In Time For Networking
Is your conference really a sales presentation in disguise? Excellent conferences allow time for attendees to interact not only with one another but also the speakers. This networking Built in time for networking allows for real relationships to begin and be strengthened.
Lesson: Build in real time for networking.
The author heavily criticizes the use of blast emails and direct marketing as clear signs that you're event probably is not worth attending. He encourages organic marketing via word of mouth coverage. For example, positive reviews of event experiences on blogs are a great way to obtain and grow your attendees.
Lesson: focus on creating an outstanding conference and grow your attendees organically by word of mouth.
2. Using The Same Speakers Every Year
This is usually a clear indication that your conference exists solely to promote the goods and services of the speakers or that your conference is not good enough to bring in great speaking talent every year.
Lesson: find the best speakers on the given topics and at a minimum, rotate your speakers.
3. Using The Same Material Every Year
Using the same material every year is usually an indication that your event is solely there to promote certain classes or trainings. This is an indicator of stale content and that your presenters are probably not as up to date on industry trends as an expert should be.
Lesson: make sure your materials are updated to reflect the current market conditions and trends.
4. Using "Trust Me" Advertising
If your advertising goes overboard to prove how excellent your sessions and speakers are, this is usually a clear indicator that your event isn't going to live up to expectations. One way to counteract this is to use testimonials from previous attendees...but don't go overboard.
Lesson: don't be over the top in proving the credibility or quality of your event.
5. Inviting Presenters Without Getting Credentials
This trick usually plays to potential attendees' egos while at the same time allowing you the organizer to fill the speaker roster with low-cost speakers. This usually brings about low quality sessions for the rest of the attendees. Verify your speakers credentials.
Lesson: verify your speaker's credentials i.e. why your attendees should be willing to listen to them on the specific topic they are presenting on.
6. Build In Time For Networking
Is your conference really a sales presentation in disguise? Excellent conferences allow time for attendees to interact not only with one another but also the speakers. This networking Built in time for networking allows for real relationships to begin and be strengthened.
Lesson: Build in real time for networking.
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Let us know what you think in the comments below!
Do you agree or disagree with the article's author? Is your event making any of these mistakes?
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