There was a time when the right mix of subjects and top-drawer presenters coupled with powerful motivational wording and pictures to match that one could almost guarantee a good turnout.
Today the situation is not the same. There are a variety of reasons for this and it is not necessarily the economy even though in some instances it may be a contributing factor.
A would-be attendee views a programme as to the added value benefits and if applicable mentally poses the question: Can I phone the presenter and request his paper or visuals instead?
Further questions come to mind such as: How much additional expense will it cost to get to the venue? and in the case where there is more than one hour’s drive from departure Can I really afford the time?
Potential delegates are not fooled by programmes that clearly have been ‘padded’ with oratories from the platform as well as second and third key note speakers. These are not viewed as adding value to their knowledge base – and are rather seen as making it appear prestigious for the organisers to exclaim their importance for such high flyers to grace their platform.
The seasoned potential delegate is savvy – although somewhat cynical – can easily sense that the programme is primarily to generate profits while much negotiating has been successful which includes reduced rates, sponsored bits & pieces together with selling floor space. Of course with hand-on-heart the programme has been structured for all the right reasons of being good for the delegation – similar to dreadful-tasting medicine.
Organisers should be cautious that unless thorough research and investigation is carried out impartially – coupled with an effective financial calculation between expenditure and variable costs arriving at a realistic break-even – the delegation may not believe the subject matter to be as important as the organisers assume. Risk taking conferences are not for the faint hearted – you have been warned.
