The pre-conference countdown: 12 key steps for next-level planning

At its core, planning an in-person user conference rests on four key factors shaping the event's success: date, location, target audience, and budget allocation.?These elements tie together intricately, so their individual selection has to balance with the others, ensuring a well-planned event.

If we are to determine a starting point for your planning, it would be when you start writing out your brief.

1. The event brief: your strategic cornerstone (T-12 to 9 months) - Your event brief is not just a document; it's the bedrock of your conference's strategic planning. It should clearly articulate the event name, purpose, and strategic goals. Think of it as the DNA for your event, aligning all teams with the high-level vision.

Here's how industry experts develop a solid event brief

2. Budgeting: the strategic enabler (T-12 to 9 months) - Your budget sets the stage for what's possible, guiding every subsequent decision. When budgeting, remember to start with the essentials and build from there.

Here's a comprehensive approach to budgeting that ensures you cover all bases without overextending your resources.

3. Audience targeting: the heart of your event (T-10 to 7 months) - Your audience is and should be at the center of your event planning process. It influences venue selection, content, and even the catering.

Use historical data to set realistic goals for your registration-to-attendance ratios. A scaling formula typically used suggests aiming for a 20% increase in attendance from previous events.

4. Agency partnership: a question of scale (T-8 to 6 months) - Deciding whether to hire an event planning agency is a significant decision. They can bring expertise and resources to the table but also come at a cost. Weigh this decision carefully against your budget and goals.

5. Timing and locale: setting the perfect stage (T-8 to 6 months) - The date and location of your event can make or break the attendee experience.

Ensure your dates are distinct from major events in the chosen month. For instance, if February is your selected month, steer clear of significant events such as the Super Bowl or other large industry conferences to avoid clashing schedules.

When zeroing in on the location, consider factors such as city accessibility, available facilities, and weather conditions.?You also want to brainstorm potential locations that fulfill your criteria with critical stakeholders such as the VP of Marketing, Head of Finance, CEO, CMO, Chief Customer Officer, VP of Operations, and so on (may differ from company to company).

6. Stakeholder engagement: rallying your internal champions (T-8 to 6 months) - Your internal teams are crucial to your event's success. Engage with them early, define the support you need, and prepare for some resistance. Building trust is vital, as is clear communication about each team's role in the event's success.

7. The announcement: making a solid first impression (T-7 to 4 months) - This stage marks the first part of external communication about your user conference.

A 'Save the Date' and a well-crafted website set the tone. Selecting the right event technology is crucial at this stage, and our playbook outlines the key features to look for.

8. Content is king: curating speakers and sponsors (T-6 months, ongoing)- The speakers and sponsors you choose will shape the content and credibility of your conference. Look for those who align with your event's themes and can add real value to the attendee experience.

Here's a framework to help you streamline your outreach.

9. The agenda: your event's narrative (T-5 months, finalize T-3 weeks) - Your agenda tells the story of your event. It should be engaging, relevant, and reflective of your audience's interests. Finalize it with care, and remember to allow time for legal reviews. For tips on getting your agenda just right, grab a ready-to-use template from our playbook.

10. Promotion: beyond the basics (T-6 months, ongoing) - Promotion is an ongoing effort, from the initial 'Save the Date' to the final push for registrations. Attend to the details of your logistical coordination and marketing material design; they play a substantial role in the successful execution of your user conference.

Also, don’t lose heart if you don’t see too many early registrations. Keep at it, and you’ll be sure to see them kick in like a month before the go-live date.

This promotion checklist can help you cover all the promotional bases.

11. Swag: thoughtful giveaways (T-4 months) - Choose swag that's memorable and practical, aligning with your brand message.

It's not just about freebies; it's about creating lasting brand impressions. With the swag guidelines in our playbook, you can't go wrong.

12. Plan to surprise: delighting your attendees (T-4 months) - Surprise elements can turn a great event into an unforgettable experience. Plan activations that align with your event theme and can deliver those magical moments of delight.

Here are some cool ideas to get you started.

Pro tip: Strategically placing various activations across the event space allows attendees to discover them at their own pace.

Check out our playbook for more tips and ready-to-use checklists.