Planning mice gathering

Meetings, Expositions, Events & Conventions, 3nd ed. George G. Fenich

© 2012, 2008, 2005 Pearson Education Upper Saddle River, NJ 07458.All rights reserved

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Fenich: Meetings, Expositions, Events & Conventions, 3rd ed.

MEECChapter Nine

Planning and Producing MEEC Gatherings



Setting ObjectivesCreating Meeting and Event ObjectivesObjectives are the basis of Planning ProcessObjectives should be

Clear Concise Measurable

Objectives drive Program PlanningFocus on attendees

What will be their Return on Investment (ROI)?



Setting ObjectivesWho is the Group? Why are they here?What is the Objective of the meeting?

Impacts virtually all of meeting components Site selection Food & Beverage Transportation Room Layout and Set-Up Program Content

Three Reasons People Attend Meetings Education Networking Conduct Business



Importance of EducationReturn on Investment (ROI) and expectations of

attendees Event (education) must be justified Meaningful program content Attendance based on quality of event/education

Technology advances provide additional challenges and opportunities

Web and video-conferencing Distance learning Virtual tradeshows CD-ROMs and DVDs of presentations



Professional CertificationsAssociations provide current information and

continuing education in a particular field Continuing Education Units (CEUs)

Lead to certification or licensing Demonstrates level of competency in the profession

Good source of revenue through application and testing fees, study materials, re-certification

Certified Meeting Professional (CMP) Most recognized designation in meeting and

conventions Administered by Convention Industry Council (CIC)



Needs Analysis

Age and gender of past attendees

Level of expertise Position within

organization’s hierarchy Hotel amenities preferred Medical or dietary needs Organization paying

Guests of attendees (spouse) Importance of networking Distance attendees travel International guest special

needs Special accommodations for

disabled (ADA) Educational outcome

expected

Method of determining a meeting’s expectationNeeds of corporation and association differConsider:



Developing Smart ObjectivesObjectives Need to Be S.M.A.R.T.

S-pecific M-easurable A-ttainable R-elevant T-ime-based



Developing Smart ObjectivesExamples of Meeting Objectives

Generate attendance at specific levels Create a program by a certain date Conference for specific attendees Complete designs, plans or graphics for meeting by a

certain time



Site SelectionFirst establish meeting objectivesDetermining site is typically a group decisionFactors to consider:

Rotation of location Trade Publications Location of majority of attendees Cost for planner and attendees Mode of travel Type of hotel or meeting facility

Conference centers designated to hold meetings by International Association of Conference Centers (IACC)



Request for Proposal (RFP)Disseminated to preferred sites

(often via Internet) Submit directly to hotels and facilities Submit to local CVB to distribute to properties Submit to Destination Marketing Association

International Web siteRFP allows hotels to examine economic impact

of meeting and decide to create a bidFam Trips are another method to promote a

destination



Budgetary ConcernsStep 1 - Establish goals

Should incorporate the SMART approach Set by planner, association, corporate

mandate Determine financial expectations of event Three possible financial outcomes:

Break-even Profit Deficit



Budgetary ConcernsStep 2 - Identify Expenses

Indirect cost Overhead or administrative items

Fixed cost Expenses incurred regardless of number of

attendees Variable cost

Cost based on the number of attendees



Budgetary ConcernsStep 3 – Identify Revenue Sources

Registration fees Corporate or

association funding Private funding from

individuals Exhibitor fees Sponsorships Logo merchandise

Advertising fees Government assistance Sales of banner adds or

links on official Web site Renting of membership

address list for marketing Partnerships to promote

other companies’ products for a fee



Cost ControlCost controls are tool for monitoring budgetMake sure facility knows who has signing

authority The person from the organization that can

make additions or changes to the orderAccurately estimate amount of meals

orderedOutsourcing rather than keeping someone

on staff full time



Control in MEECEvaluating Design – a good design should be

Simple, concise, completed in minimal time Self-administered are most common Qualitative Data

“Hard” numerical – can be compared: scores, averages, ranks

Quantitative Data “Soft” – a descriptive record of what is observed, then

written



Control in MEECDesigning and Implementing a Survey

Simple, easy to complete One concept per

question Avoid professional

jargon, acronyms, abbreviations

Easy first; difficult, personal last

Personal or proprietary in ranges

Keep anonymous

Include meeting contact information; enables mailing

Number all questions Readable – design fonts,

graphics, and colors kept visibly simple

Identify speakers by name Station someone to collect

forms or have clearly marked collection boxes



Program ImplementationFactors to Consider

Program type Content, including track and level Session scheduling Speaker arrangements Refreshment breaks and meal

functions Ancillary events Evaluation procedures



Program ImplementationProgram Types

General or Plenary Session Concurrent Session Workshop or Break-Out

Sessions Roundtable Discussion Groups



Program ImplementationProgram Content

Average attendee – 3 to 6 sessions a day

Developed months in advance Must be specifically designed, not a

“one-size-fits-all” model. Create tracks and levels Speakers can design session special



Session Scheduling Timing is Critical Variety of Activities Don’t double-book events

over same time period Coordinate trade shows and

workshops Allow enough time between

sessions for restroom, travel time, checking messages, etc.



Refreshment Breaks and Meal Functions

Important to provide breaks May be more productive to

keep attendees in facility rather than eating outside

Refreshment breaks foster connections

Cocktail receptions and dinners – be careful with alcohol consumption



Speaker Arrangements Volunteer speakers – reduce

expenses, are knowledgeable, may increase attendance, build relationships.

Volunteer speakers also may not adequately prepare, not be a good presenter, may have personal agenda.

Paid speakers – more reliable



Speaker ArrangementsSpeaker Guidelines Should Include:

Background information Date and location of meeting Special events speaker may attend Date, time, location of room Presentation topic and duration Demographic and estimate of

attendees Room set and A/V availability Request for short biography Names of other speakers Remuneration policy



Speaker ArrangementsSpeaker Guidelines Should Include:

Dress code Location of speaker ready room Instructions for preparing final abstracts Instructions / format for handouts Transportation and lodging information Maps and diagrams of hotel or facility Deadlines for all materials to be returned Guidelines for speaking to group Presenter Contract Tape, CD-ROM and internet waiver



Audiovisual Equipment Many meetings do not

allow speakers to bring their own A/V

Controlling A/V costs is very important

Reduce handouts by making available online or by emailing.



Managing Speakers On Site

Especially important at large events

“Pre-convention: session activities such as on social media (Facebook, Twitter, etc)

Ancillary Activities



Registration Valuable data gathering

before meeting Registration fees Pre-registration On-site registration



Housing Attendees arrange for

their own room Group rate is arranged at

multiple locations Meeting sponsor handles

all housing arrangements Third party Housing

Bureau



Meeting and Event Specification Guide

APEX Initiative Specifications Guide three

parts: Narrative, Function Schedules, Function Set-up Orders



Pre- and Post- Con Meeting Pre-con Meeting =

Important to coordinate between all the major players.

Post-con meeting = Important for planning the next meeting.



Future Trends Focus on meeting and event ROI will

become more intense Planners will need to keep “wow

factor in mind. Technology will play an increasing

significance in in planning and producing events

Small event lead times will get shorter while long events will get longer.

Corporations and associations will continue to downsize in-house meeting and event staff, outsourcing to third party planners.



Review Setting Objectives Importance of Education Professional Certifications Needs Analysis Development of SMART

Objectives Site selection Request for Proposal Budgetary Concerns Cost Control Control in MEEC Program Implementation Session Scheduling

• Refreshment Breaks and Meal Functions

• Speaker Arrangements• Audiovisual Equipment• Managing Speakers On Site• Registration• Housing• Meeting and Specification

Guide• Pro – and Post-Con Meeting• Future Trends

Travel

Planning mice gathering