Conference Approaches


This report has been completed at the request of the conference organisers of the Europe & Scotland Conference to be held on the 5th February 2013.   It gives details of the new trends and approaches to organising conferences and includes information on delegate profiles, conference programmes, destinations, venue formats and selection and technology.   It will also offer recommendations for options for the conference.


While completing this report the following procedures and processes of research were completed -

  internet search engines
  trade journals
  trade websites
  trade reports completed by industry experts.

Full details of resources can be found in the references section.


3.1Delegate Profiles & Conference Programmes

When organising a conference the most important information that has to be researched is the demographic of the potential delegates.   They can be categorised into three general sectors - generation x, y and z.   All these demographics have different wants, needs and expectations and these will help to construct a suitable marketing plan.

Generation X, people born between 1966 and 1976 are defined as having a “what’s in it for me” attitude and are generally highly educated.   They have a high level of concern for financial planning but generally do not have a good perspective of the social issues that surround them.

Generation Y, people born between 1977 and 1994 are known to be “sophisticated, technology wise, and immune to traditional marketing and sales techniques”.   They have been surrounded by the boom in television, media and internet since a very young age and this has given them a high standard of expectations.

Generation Z, people born between 1995 and 2012, have not yet been defined as such but they have also been brought up in a very technology led environment.   This may in time affect their social skills and manners.   Political assurance...