Boosting Event Attendance
June 6th, 2014 9:44 am
Virtually every organisation can use the power of live marketing to achieve amazing results. But doing that involves maximising the number - and quality - of the visitors and delegates. And doing so in the most profitable way. Course Objectives
  • To generate more quality visitors for your events
  • To understand the 'virtuous triangle' of organiser, supporter and visitor
  • To identify the new techniques of "prospect dialogue"
  • To create 'must see' programmes and content
  • To exploit the 'add-on' opportunity
  • Understanding the conference and seminar market
  • Getting your audience to 'raise their hands'
  • Designing a compelling seminar programme
  • Creating copy that attracts and delivers
  • Effective pricing and promotional
  • The practicalities of effective seminar delivery
  • Exploiting add-on business opportunities
Your Investment £795 exclusive of expenses and VAT (half day)
Effective Exhibiting
June 6th, 2014 9:03 am

Exhibitions; dont ya love 'em? The roar of the greasepaint, the smell of the crowd? Oh, hang on... We believe that, done right, exhibitions offer amazing value for money. Sadly, most companies exhibit badly, and only see the tip of the iceberg in terms of results. As exhibition organisers and producers of books and articles galore, we bet we can make a difference to your next event. We offer a workshop that makes a difference. Up to 12 people can attend. However, because of the highly participative nature of the event, many companies will split their exhibiting team in two, and run it twice in one day. Course Objectives

  • To negotiate and select the best events, sites and approaches
  • To train and develop staff to exploit the exhibition medium
  • To integrate marketing activities into effective exhibiting
Indicative Content
  • How exhibiting works and why sometimes it doesn't
  • Creating SMART objectives for exhibitions
  • Implementing B.A.N.T. to secure qualifie...
Negotiating with Venues and Suppliers
June 6th, 2014 8:50 am

This programme is designed mainly for anyone involved in events who needs to do more with less, and make sure they're getting the best value for money It's a half day programme, packed with hints and tips, and up to 8 people can attend for the one inclusive fee. There's also a bit of revealing pre-programme preparation. Course Objectives

  • To understand the suppliers' perspective, and appreciate where negotiation works
  • To appreciate the short, medium and long term benefits and effects of successful negotiation
  • To explore and practice some effective negotiation tools and strategies
  • To identify individual and organisational negotiation weaknesses – and know how to address them
  • To understand the potential savings that can be achieved by effective negotiation
Indicative Content
  • How good a negotiator are you really?
  • The state of the market - what negotiation is "reasonable"
  • Doing the homework: how to prepare for a negotiation
  • Understanding po...
About Our In-House Programmes
June 6th, 2014 8:42 am

Hello :) In response to repeated requests from clients, we've listed some of our most popular programmes. These are workshops that we've delivered to great acclaim - and with inspiring results - around the world, to a variety of audiences. And we can run them in-house for you. If you're not sure what you need, call us and we'd be happy to discuss your desired outcomes. The number is 44 (0) 1775 841500, and our email is We pride ourselves on delivering training and consultancy that really makes a difference. Consequently, virtually all our clients have come to us via referrals and recommendations. If you'd like to have a look at our testimonials file, we'd be delighted to send you a copy (although it is a big file!) And as well as ensuring our workshops represent great value for money, we are also generous with the 'extras', including electronic copies of presentations, and the opportunity to contact us - free of charge - for support up to 12 months aft...

Conference News column, July 2014
June 3rd, 2014 2:37 pm

Yeah, okay, I admit it. That was me on Channel 4's 'The Complainers' last month. (If you missed it it's still available on their website, and you owe it to yourself to check it out.)

Now, this will surprise you; I wasn't being a complainer. My seven seconds of fame came when I explained the concept of 'Transactional Analysis in Customer Service.' I know; there is no limit to my brilliance. In my urbane, witty way I sketched out the work of Eric Berne, and his work on the ego state. To you, that's more commonly known as 'Parent Adult Child.'

You see, we arrive into this world as a child (some larger than others) and it's our parents who are generally the people who most influence us. That means that all of us know how to behave as a child, and even those of us who would no more consider having children than we would of flapping our arms and flying to the moon know how parents behave.

But what's the age when we stop being children? In the eyes of the Law that could be 10, 16, 1...

Conference News column, June 2014
June 3rd, 2014 2:33 pm

I'm sure you've all been at a conference where the Speaker asks for questions, and is met by the silence of the grave, with just a glimpse of tumbleweed rolling past. Have you ever wondered what is going on there? Well, on a presentation skills course I was running recently, the client requested I add in a section on dealing with questions at conferences and client meetings. So, always happy to oblige, I asked the delegates to each come up with the worst question they could imagine being asked; after all, this was a safe environment and a great chance to practice. Interestingly, none of the questions were that difficult, and we were able to develop all sorts of slick, stylish and audience-winning answers. That led me to ask the group why they thought an audience might ask them questions. Their responses were interesting; the assumption is a question is asked for clarity, for a greater depth of knowledge, to elicit more understanding on the topic. Well, true enough; however, it's...

Conference News column, May 2014
May 18th, 2014 6:03 pm

Great things, challenges. The call came from the MD of a commercial conference company; the request, to improve the number of paying guests at their events. But, she warned, the delegates, the company's marketing team, would be a cynical bunch. That's okay; they don't come much more cynical than yours truly. On the day, I decided to ditch the usual workshop manuals, and gave every delegate a pile of Post It Notes. And there was a box of chocolates for the winner. And the winner would be the last person standing. And here's how to play. Individually, everyone has to list as many reasons as possible why someone wouldn't want to come to a conference. The first few rounds are easy; 'it's too expensive;' 'the content isn't relevant,' 'it's not a great date.' But then it gets a little harder; 'my boss won't sign it off,' 'there's another event that's similar.' And if you can't think of a reason, and write it on a Post It Note, you're out of the game. Eventually the reasons get a bit bi...

Conference News column, April 2014
March 15th, 2014 2:54 pm

This is going to get me into trouble with everyone, including Mrs John, but there's a point to the story, so bear with me. Last year my chums at the Toronto Convention Bureau invited me to a terrific party, where they had employed some professional lookalikes to celebrate the city's great film festival. And my attention was drawn in the interests of research only, of course - to a charming young lady who looked like a certain famous actress. (Well, in reality she looks like the much younger and prettier sister of Mrs Pitt.) Her name is Lina, she's an accomplished actress and presenter in her own right and, as you'll see from the photo, she fell for the old 'superglue on the shoulder' trick. Fast forward a couple of weeks, and I'm running a marketing course where the issue of customer communication came up, and the inevitable question of 'how often should I contact my customers about my events?' Now, the textbooks will say that most sales require at least 5 'hits' with the cust...

Conference News column, March 2014
February 1st, 2014 10:51 am

This month I'm grateful to my mate Alan Elston, international event host and all round good egg, for inspiring this month's column. You see, Big Al, as we all think of him, runs Frontman (check out and has been the lynchpin of more conferences than you've had hot dinners. So there we were, sipping tea (yeah, right!) and debating the issues of life, and Al posited the question 'what would you do regarding Michael Bay?' Now, Michael Bay is the director of such cinematic classics as Armageddon and Pearl Harbour, as well as the deeply moving and thought-provoking 'Transformers' trilogy. But whilst I mock, his films have generated $3 billion, so who's laughing now? But as you may have seen, Mr Bay was invited to chat at a Samsung press conference at the giant Consumer Electronics Show in Las Vegas. A senior Samsung executive, Joe Stinziano, welcomed him to the stage, and MB was then supposed to wax lyrically and spontaneously about a new TV set the company were launchi...

Conference News column, February 2014
January 18th, 2014 3:13 pm

So I was working up to the wire in 2013, because Mr Cameron has stated the recession is over and Mr Osborne has tasked me with making that happen. Oh, the responsibility. The thing is, Messrs C and O are probably about to create another crisis (I'm not taking part, by the way) by allowing another housing bubble to develop. Q: Why don't politicians learn? A: because they need the equally stupid and short-memoried public to vote for them. But our industry is no better. You may have heard of an event in Campell Park, near Milton Keynes, called "Winter Wonderland." After one day, social media outlets were awash with complaints; advertising had suggested more than two tatty husky dogs and two tired reindeer would be in the park, and the ice rink wouldn't be made of plastic. Well the event closed straight away, due to what was called a 'technical issue.' For those of you who don't have a science background, I'll explain the technical issue. WINTER WONDERLAND WAS PUT ON IN MILTON KEY...