Top 10 Tips on Organising an Industry Seminar

Anne Hancock was the manager of the successful seminar programme for the Promotional Marketing Exhibition 2007 & 2008 and has again been appointed to run the programme for the 2009 event.

Organising a seminar is a great challenge. You will be inundated with offers of speakers who just want to advertise their own product or company, whereas what you really want are speakers who can offer impartial advice and expertise. So once you have set your format, tracking down relevant speakers is your next task, but there are other considerations too.

1. LOCATION & TIMING Be clear about the date, time and place of the seminar from the outset. You need to know the exact location within a building and preferably visit the room to ascertain layout, space for speakers, number of seats for audience, audio visual/electrical points for presentations, area available to meet and greet of speakers, etc., at a very early stage before you can consider the following:

2. FORMAT Decide on the best format for the seminar e.g. a panel of experts debating topics or single speakers making individual presentations.

3. CONTENT Have a very clear idea of the content of the seminar. Speak to industry insiders to discover topics of the day or, more importantly what the topics for the future will be. This will ensure that the content of the seminar is relevant to the target audience – and topical.

4. SPEAKERS Select and invite your speakers as early as possible to avoid disappointment, good speakers are busy people. Confirm their commitment in writing and ask for short biographies and photos, which will help with advertising and marketing the event. Ask speakers for their notes in advance so everyone is aware what will actually be covered and you don't get any nasty shocks on the day.

5. MEDIATOR In the case of panel debates/discussions you need to appoint a mediator who is well known and respected in the relevant industry. The mediator will need the biogs of the speakers so that he can introduce them correctly. He or she will also need the speakers' notes to enable him/her to direct the debate and ensure equal contribution from all speakers.

6. EQUIPMENT Arrange and order all necessary audio-visual equipment. Will the speakers require a podium, fixed microphone or wireless projector? Will they bring their own laptop or will one be need to be provided? If you are having a Q&A session, you need a roving microphone … and someone to move it around the audience.

In the case of presentations ask the speaker to send you a copy in advance, make sure it runs on the relevant system to be used and take a copy along with you … just in case they forget to bring it or leave it on the train!

7. 10 DAYS TO GO Send all the speakers an entry badge to avoid hassle and delay at registration, include full directions and where they need to be in the building and at what time. Ensure you have all speakers mobile phone numbers and that they have yours for any last minute hitches or delays. Consider putting a 'plant' in the audience to start and encourage Q&A if this forms part of the seminar.

8. ON THE DAY Make sure you set aside time to meet and greet speakers and introduce them to one another. Make sure they are comfortable with the room and run through how all the equipment works.

9. THE AUDIENCE Have an information sheet placed on each audience seat naming the speakers and their credentials. Also have feedback forms for the audience to complete.

10. FINALLY Remember to thank your speakers and mediator, not only on the day but write to them after the event, you may need them again!

Anne Hancock
anne@pastures28.co.uk

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