A step-by-step handbook for organizing an exceptional conference - part 1

Organizing a conference can be daunting, but it can be a fulfilling and successful experience with the right approach and planning. A well-organized conference can unite experts, enthusiasts, and industry players, providing networking, knowledge sharing, and collaboration opportunities. 

You should know that every great conference starts with good planning, but at least six months in advance of the conference’s occurrence (the planning might start a year in advance for a larger conference). There are too many pieces you will be tracking, and you need to be sure everything is in place.

This blog post will outline the essential steps to organizing a conference. At first glance, it seems complicated, but if you start on time and have a "cheat sheet" at hand, you will easily tackle it.

Ready to start?

Step 1: Define the purpose and goals of the conference

Before you start organizing a conference, defining the purpose and goals remains crucial. Determine what you want to achieve and who your target audience is. It will help you create a comprehensive conference theme, identify relevant topics, and invite corresponding speakers. What’s the unifying message that your speakers will deliver, and what’s the key takeaway for conference attendees?

The best headlines are catchy, relatable, and trigger an emotional response. You want the conference to inspire and stimulate conversation. Your theme has to enable that.

The theme will also guide your branding and promotion, from designing a logo and creating social media hashtags to printing your posters, brochures, and other material.

Step 2:  Choose a date and location

Selecting a date and location for your conference is vital. Choose a date that is convenient for most of your target audience and avoids clashing with other already booked and significant events in your industry. 

To avoid overlap, you must check all the critical events in the industry before defining the exact date. Also, once the conference’s term is defined, it would be desirable to repeat it every year at the same time so that visitors can plan to come again. When the date changes, not only can it make the organizer's life difficult, but it may also seem frivolous.

Once you know the date, you can look for venues that match your requirements. The location should be accessible and convenient for attendees. Also, consider the size and capacity of the venue, as well as the available amenities, such as accommodation, catering, transportation, and other technical aspects. 

A quick tip: If you find a great venue slightly out of your budget, see if you can negotiate a lower fee in return for a multiyear contract (provided you're organizing a recurring conference). 

Step 3: Set a budget

Once you have a clear idea of the purpose and goals of your conference, develop a budget to cover all the expenses. The budget should include expenses such as venue rental, speaker fees, marketing, and advertising costs, catering, and transportation. Ensure you have enough funds to cover all the costs and a plan to raise the necessary funds. 

Here are the 6 tips on how to devise a reasonable budget:

1. Take time to research: Use the previous year's budget and conference proceedings to determine what to include in your budget.

2. Determine your expected attendance and the breakeven number:  This is essential in your budget. The general rule forecast is: you should never plan for more attendees than last year. Your breakeven number is the revenue required to pay all your fixed costs minus your income from sponsorship.

3. Determine your variable costs and fixed costs: Variable costs include expenses that change according to the number of attendees (e.g., meals, accreditations, goodie bags, etc.). Fixed costs include expenses not affected by the number of attendees (e.g., keynote speaker, accommodations, transportation).

4. Forecast your revenue: Forecast revenue from sponsorships, donations, and advertising. Estimate low and use last year's budget as a guide. 

5. Calculate registration fees: Your cost per person is your breakeven number divided by the number of attendees plus the variable expenses. 

6. Review your budget: If your registration fees are too high, review your budget concerning the meeting's goals and objectives. Which budget items are "must have" rather than "nice to have"?

Step 4: Build the team  

Your staff and volunteers are the most important people you’ll need to guarantee your event’s triumph. Building your team means recruiting people as passionate about your event as you are. Having a dynamic team of decision-makers will help you manage the many requirements of your upcoming event. 

Below is a list of people you will need on your team: 

Staff - Every person on your team should be designated a role that fits their specific skill set. Sometimes, your team members may need to wear multiple hats to ensure your event succeeds. Ensuring they have the support they need to fulfill those roles.

In your core team, you will need the following:

• Conference director - a person who decides who will be speaking at your event, who will be the keynote speaker, how many tracks you will have, and what the conference’s format will be.

• Executive producer - this person will lead all production for the day of the event. They oversee all the roles on your event's day related to content production, stage management, technology, and video.

• Event manager - this person manages your event’s day logistics. They serve as the contact with venue staff, manage day-of-event activities of the main stage, and are often in charge of ticketing and registration needs. 

• Sponsorship team - This team member is responsible for raising sponsorships to cover event costs and maintaining contact with sponsors. Sponsors are not only supporters of your event, they are also contributors.

• Designer - Your designer needs to create a unique look for your event, from the stage design to the program and attendee badges. Visual identity can be based on your theme or something specific to your community, and the distinct identity can be incorporated into the venue and event materials (attendee badges, signs, event programs, goodie bags, etc.).

• Website manager - the person responsible for developing and managing your website is often your Communication manager, but sometimes you’ll need a separate person to handle this significant task. They’ll be working with the designer and developers to create a website that is accessible and easily managed since you’ll likely be sharing updates with your community there.

• Communication and marketing director - It’s essential to have a person on your team to create and manage a strong online presence for your event, including website content and social media. Often, the same person who manages this is also your marketer – the team member who is responsible for promoting your event to the public.

• Volunteers - you can always find willing volunteers at your local university. Most students always look for some practice and want to be a part of some events’ organization teams during college. You can contact them a few months before your event and ask them to join. Find a minimum of 10 students who want to join, and assign easier tasks to them: directing people to lectures, sharing promotional materials, registration, etc. 

Host - One of the most influential speakers at your event is your event’s host. A host can refer to someone who invites guests or participants to an event or gathering and presides over the proceedings. The host's role includes:

• Introducing speakers or performers
• Facilitating discussions or activities
• The ability to adapt to sudden changes

Generally, your host should:

• Have experience with public speaking or hosting events
• Know the local community, so they can easily connect with the audience
• Know the conference spirit well so that they can communicate the brand effortlessly
  

Photographer and videographer - It is essential to have a photographer and videographer on hand to capture the best moments of your conference, whether it is broadcasted live or not. Make sure it is someone who will deliver the material on time and whose work you are familiar with. Remember to pay attention to the production quality, as this material will serve to announce the next conference.

The lead organizer of the conference in question is ultimately responsible for its success. Their job is to manage the executive team. This team works under the lead organizer, and each member often has some people working under them too.

Step 5: Identify and invite speakers

Identify and invite knowledgeable and experienced speakers to present on the relevant topics. Consider inviting keynote speakers who can attract attendees and add value to the conference. Ensure the speakers align their topics with the conference’s theme and goal.

Choosing speakers and performers shouldn’t be the job for just one person. Two minds are better than one - that’s why it is important to work with more teams when choosing your speakers. You should develop clear guidelines for choosing your theme and speakers from the beginning. 

Here are some guidelines for choosing a speaker:

• Create a list of potential speakers in collaboration with your team
• Forget about the sales pitch (people want to hear something inspiring, new, and interesting; a sales pitch is not in that category)
• Define the conference tracks (i.e. wider topics) which you will have, and then select only the candidates who have a theme that fits into the tracks
• After you have created a list, send them a "Call for speakers" email and write why you want them to attend, be unique and specific, and compose a personal e-mail, not a generic one
• Once a speaker accepts your invitation, you’ll want to speak on the phone or meet in person to give them more information about the event and discuss the idea for their speech
• Make sure those speakers know what your expectations are

Before the event, you’ll want to be there for your speakers to help them feel supported and empowered. There are several steps to take in the prepping process:

• Send them a script about the event
• Prepare slides for them if they use slides (keep it simple)
• Announce their participation on social media and ask them to share the post
• Send them an e-mail with all details about their presentation
• To be prepared, ask them to send you a presentation in advance so you can give it to the technical team

After the talk: 

• Thank them on the stage
• Give them a small gift
• Make sure they are mingling with others, and call them for a drink or an after-party
• Send a thank you letter the day after the conference.

Of course, sometimes, you will encounter a call rejection. What to do when a speaker says no?

If a speaker says they are not available or are not interested in speaking at your event, don’t fret. Be graceful and thank them for considering the opportunity. If it feels appropriate, you could also ask them if they have any recommendations for other speakers.

Step 6: Get sponsors and partnerships 

Getting sponsors can be a challenge for many organizers. Generally, when approaching a potential sponsor, you'll need to explain what type of conference you are hosting, excite them about the opportunity, and convince them it's worth their time.

In addition, you need to know which group of sponsors matches your event. For example, for our “The Geek Gathering” conference, we reach out mainly to tech companies because we have an authentic dialogue with the tech community.

 Here are some steps to follow while reaching the sponsors: 

• Make a list of potential sponsors that might be a good match for your event. Check out sponsors from other similar events and reach out to them. 

• Get in touch with the potential sponsors via a letter and slide presentation presenting the conference. 

• Create packages with three or more levels of sponsorships. It is always necessary to provide the sponsor with more options so that he can choose what suits him best. Packages must be of different price ranges - from the lowest to the highest price. Additionally, sponsors must know exactly what they are getting for their money.

• Always give more than they expect (you can always share a few more posts about them on social media or send them photos from the conference where their (company’s) logo is visible).

• Send your partner a thank you note after the event, along with photos and a recap of your event.

• Finalize sponsorship using an agreement (do not forget to specify the rights and obligations of each party in the contract).

• If you’re interested in having them as a sponsor for next year’s event, make sure to keep in touch.

Sponsors on social media 

Everyone wants to be seen, so make sure your sponsors are mentioned enough in the posts on your social media (still, be aware not to overdo it). 

You can mention a sponsor’s specific contribution to your event in your social media channels, including Twitter, Facebook, Linkedin, and Instagram, by tagging their social media accounts, using their hashtag, or including their organization’s name in an image caption.

You can also mention them at the end of the after-movie and thank them. 

Completing the part 1

Organizing a conference can be challenging, but with proper planning and execution, it can be a gratifying experience. 

To make your conference successful, start by setting clear objectives, defining your target audience, and selecting the right venue and speakers. You should also create a detailed timeline and budget and promote your conference through various channels.

Ensure you are prepared to deal with any unexpected issues during the conference. 

By following these tips, you can create a successful conference that leaves a positive impression on your attendees and helps you achieve your goals. Remember that organization and attention to detail are crucial to making your gathering memorable and impactful.

In the next blog, we will discuss even more  - because this is only the first part. Some of the steps will cover marketing strategy, logistics, registration, and, most importantly, how to follow up after the conference.

Stay tuned!

Hey, you! What do you think?

They say knowledge has power only if you pass it on - we hope our blog post gave you valuable insight. 

If you want to share your opinion or are interested in taking part in the organization of The Geek Gathering, feel free to contact us or the TGG association directly! 

We'd love to hear what you have to say!