So the time has rolled around again to organise your company’s annual conference. A few ideas have been passed around as to which destination it should be held at, but before you jump into your event planning and begin researching conference venues there are 5 questions you need to ask yourself.
Where were our last 3 conferences or events held?
Ask any professional conference organiser and they will tell you no event happens in isolation. Your staff and stakeholders are looking to be enticed to your conference. The opportunity to travel to an amazing destination, discover a new culture and take in new adventures is the backdrop to a highly motivating conference.
It is important to review a few of your last conferences or events. Where were they located? Has there been a theme? Do we want to continue it or break away from it?
This can also be a good time to review event debriefing notes from your past events. Look for feedback on what worked with the destinations in the past and what could be improved?
How will this event reflect our positioning?
The wow factor of your conferences should grow and develop as your brand does. When reviewing your last 3 conferences think about how each event reflected your positioning. Is it visible to your staff and stakeholders that the success of the business has been matched by a more exciting conference?
Your destination choice says a lot about your positioning. Are you looking to attract and retain the best team, then think of how your destination selection will affect the word of mouth between current employees.
Planes, trains & automobiles. Will the logistics work?
Once you find yourself in the position of weighing up a couple of destinations, stop and give a thought to the logistics. If you are working with an event management company or professional conference organisers they will be able to give you some indication of the travel budget required to get your team to the destination and once there around it.
Think about what role logistics could play in adding the edge to your event. Is there a historic train, a scenic helicopter or a ferry that captures a breathtaking view from a new perspective? We can help you discover how logistics can be more than just a means to an end.
Where’s the WOW?
To pull off a truly memorable conference you need to select a destination that allows you to create a WOW of one kind or another – what will they remember most about the conference? How can we leverage the destination to make our message more memorable? What can this destination deliver that your staff and stakeholders will be talking about for years to come?
How will you use the destination to create opportunities for team bonding, relaxation and motivation? Is it a Very High Tea on a mountains edge, a magical night in a rainforest or, a degustation dinner which brings all that is excellent in that location into the room and on to the table.
Where to next?
Lastly before locking in your perfect destination, stop and think – where to next? It seems getting ahead of yourself to be thinking of your next conference before you’ve put this one to bed, but it is an important one.
Your conference planning should form part of a longer term strategy, it should be a three year outlook. How will your conference destination choice grow as your market share does? How will you continue to evolve so that your conferences continue to motivate your staff and position your brand amongst its competitors?
When you plan your conference in line with your business goals, destination selection is a more thought out and long term strategy.
Synergy Events are experts in creating memorable events that are strategic and build a reputation of excellence for your company.