Conference Planning Tips from an Expert
Conference Planning Tips from an Expert
BoomPop Team · 9/25/2024
This week, we continue our deep dive into what it means to plan a successful conference. Planning for and hosting various guests with different priorities can be overwhelming, and conference planning is in a league of its own compared to other events like company offsites or large one-day events.
To shed light on what differentiates conference planning from other types of events, we sat down with Daron Linton, one of our seasoned event experts here at BoomPop. With 13 years of conference planning experience, Daron’s insights offer invaluable advice to those tackling the complex task of planning a conference.
Here’s what Daron had to share.
Guests and Risk Mitigation
One of the first points Daron emphasizes is that conferences involve a variety of attendees, each with their own unique motives.
While an offsite may have a more homogeneous group of employees with unified goals, conferences draw individuals from different companies, even under the umbrella of an industry event. This creates complexity.
“You have to know your group. You can’t say, ‘I’m going to plan a conference and assume that a hundred people will show up.’ You have to think, who are those hundred? Where are you finding them?” Daron advises.
Understanding the different needs of your audiences will help you understand how to build a successful conference. For some, they might be there to network and for others they might be there to focus solely on education or closing business deals. You want to do your best to facilitate and support these differing needs.
To mitigate risk, Daron stresses the importance of assessing demand before fully committing to a conference. “You have to do it as a result of demand. If you have several members who are asking for it, that’s a great starting point,” she says.
Starting with a base of interest from sponsors and attendees can significantly reduce the uncertainty associated with putting together an expensive event. You want to know that what you are offering is truly needed and being sought after.
Momentum
If this is the first conference of its kind, it will always be a little bit more complex to plan in the first year. However, if your first conference is a success, you can build on that momentum. The planning process for the second conference will be easier - satisfied sponsors will come to you, generating interest and ticket sales will require less promotion, and previous speakers will be more likely to return.
Momentum will begin to build and the upfront research and planning will get easier and easier.
Navigating Financial Challenges
One of the key differences between conferences and offsites is financial complexity. Unlike a company offsite where your budget is usually a set number, a conference often involves sponsorships and ticket sales, which can fluctuate based on a number of unpredictable factors.
Daron puts it simply: “It’s almost like an algorithm, and if the equation isn’t matching, it won’t happen.” Planning a conference requires you to juggle various unknowns, such as how many tickets will be sold, what sponsors are willing to contribute, and how to cover costs while also creating a valuable experience for attendees.
“With a company off-site, if you have $30,000 and want to make it happen in two weeks, you would be able to make it work. With a conference, you have to plan for potential losses and future gains,” Daron explains.
This highlights the need for long-term planning where you can’t merely say: Let’s plan a conference for next month! It’s something that involves collaborating with your team and thinking through how you can find the resources to pull this off.
Sponsorship as a Cornerstone
Daron had a lot to share on sponsorships. It is complex and foundational to most conferences, which means you need to start acquiring sponsorships early on.
Daron shares that securing sponsorships is not just about covering costs—it’s also about creating long-term relationships and building trust.
“You have to start early and you have to sell it right,” Daron states. This means creating sponsorship packages that are attractive and mutually beneficial. Companies who sponsor conferences aren’t just writing a check—they’re investing in exposure to your attendees, so it’s crucial to position your event as an opportunity they won’t want to miss.
Daron also points out that sponsorship outreach often requires tapping into the broader team.
“Anyone in the company or anyone who’s involved with your mission and your organization who has connections and will ask for money for you” is an asset to leverage, according to Daron.
The key takeaway? Conference planning isn’t a one-person job. It requires the collective effort of a team to ensure that financial and logistical needs are met.
So do not fear if you are the project manager of this conference. Begin to assemble a dream team to support this vision and begin to meet up weekly in order to plan and strategize.
Measuring Success
When the conference is complete how do you know if your conference was a success? Daron reminds us that a successful conference doesn’t always equate to immediate profits. “There are so many ways to measure success,” she says.
Whether it's sponsor satisfaction, attendee engagement, or even the deals closed during networking sessions, conferences should be evaluated based on their broader impact.
In some cases, companies are willing to take a financial hit if the conference supports other long-term goals, such as building brand loyalty or expanding industry reach. “I’ve seen member conferences where the company shoves out money, but they’re technically using their membership fees to put toward the conference,” Daron explains.
In these cases, as long as attendees are renewing memberships or coming back for future conferences, the event can be considered a success.
We’re Here to Help
Planning a conference shouldn't be stressful. Our team of experts can handle everything from venue sourcing to agenda coordination, allowing you to focus on the big picture of your conference. Contact us today for a free consultation
Featured resources
8 Steps for Planning Your Company Retreat
A resource for new organizers on creating fun, productive, and successful corporate events.
