Planning MEEC Gatherings

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.
MEEC
Chapter Nine
Planning and Producing MEEC
Gatherings

ed.
George G. Fenich
Setting Objectives
Creating Meeting and Event Objectives
Objectives are the basis of Planning Process
Objectives should be
 Clear
 Concise
 Measurable
Objectives drive Program Planning
Focus on attendees
 What will be their Return on Investment (ROI)?

ed.
George G. Fenich
Setting Objectives
Who 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

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George G. Fenich
Importance of Education
Return 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

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George G. Fenich
Professional Certifications
Associations 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)

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George G. Fenich
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 expectation
Needs of corporation and association differ
Consider:

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George G. Fenich
Developing Smart Objectives
Objectives Need to Be S.M.A.R.T.
 S-pecific
 M-easurable
 A-ttainable
 R-elevant
 T-ime-based

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George G. Fenich
Developing Smart Objectives
Examples 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

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George G. Fenich
Site Selection
First establish meeting objectives
Determining site is typically a group decision
Factors 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)

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George G. Fenich
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 site
RFP allows hotels to examine economic impact
of meeting and decide to create a bid
Fam Trips are another method to promote a
destination

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George G. Fenich
Budgetary Concerns
Step 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

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George G. Fenich
Budgetary Concerns
Step 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

ed.
George G. Fenich
Budgetary Concerns
Step 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

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George G. Fenich
Cost Control
Cost controls are tool for monitoring budget
Make sure facility knows who has signing
authority
 The person from the organization that can make
additions or changes to the order
Accurately estimate amount of meals ordered
Outsourcing rather than keeping someone on
staff full time

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George G. Fenich
Control in MEEC
Evaluating 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

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George G. Fenich
Control in MEEC
Designing 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

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George G. Fenich
Program Implementation
Factors to Consider
 Program type
 Content, including track and level
 Session scheduling
 Speaker arrangements
 Refreshment breaks and meal functions
 Ancillary events
 Evaluation procedures

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George G. Fenich
Program Types
 General or Plenary Session
 Concurrent Session
 Workshop or Break-Out Sessions
 Roundtable Discussion Groups

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George G. Fenich
Program 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

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George G. Fenich
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.

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George G. Fenich
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

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George G. Fenich
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

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George G. Fenich
Speaker 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

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George G. Fenich
Speaker 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

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George G. Fenich
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.

ed.
George G. Fenich
Managing Speakers On Site
 Especially important at large
events
 “Pre-convention: session activities
such as on social media
(Facebook, Twitter, etc)
 Ancillary Activities

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George G. Fenich
Registration
 Valuable data gathering
before meeting
 Registration fees
 Pre-registration
 On-site registration

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George G. Fenich
Housing
 Attendees arrange for their
own room
 Group rate is arranged at
multiple locations
 Meeting sponsor handles all
housing arrangements
 Third party Housing Bureau

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George G. Fenich
Meeting and Event Specification
Guide
 APEX Initiative
 Specifications Guide three
parts: Narrative, Function
Schedules, Function Set-up
Orders

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George G. Fenich
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.

ed.
George G. Fenich
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.

ed.
George G. Fenich
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

Planning MEEC Gatherings

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