The Ultimate Guide to Planning a Conference in the UK
The UK is a popular destination for the global meetings and events industry, due to its excellent transport links and world-class event venues.
If you haven’t organised a UK event before, you could be forgiven for feeling daunted. In this guide, we break down everything you need to know before you plan a conference in the UK.
Goals and Market Research
Understanding your objectives for your conference is key to its success. Who are you targeting? What do you wish you to achieve? How will you measure success? Understanding your target market will help you tailor your programme accordingly. Will you need to provide any translation services or will all conference content be available in English language only?
Once you’ve identified your target market, you can undertake market and competitor research to understand the market demand within the UK. As the UK is located close to mainland Europe, you should extend your research to France, Germany, Italy and Spain – any maybe even further afield. A saturated market may inhibit the chances of a successful conference.
If you haven’t organised a UK event before, you could be forgiven for feeling daunted. In this guide, we break down everything you need to know before you plan a conference in the UK.
Goals and Market Research
Understanding your objectives for your conference is key to its success. Who are you targeting? What do you wish you to achieve? How will you measure success? Understanding your target market will help you tailor your programme accordingly. Will you need to provide any translation services or will all conference content be available in English language only?
Once you’ve identified your target market, you can undertake market and competitor research to understand the market demand within the UK. As the UK is located close to mainland Europe, you should extend your research to France, Germany, Italy and Spain – any maybe even further afield. A saturated market may inhibit the chances of a successful conference.
Choosing the Venue and Location
The UK has many large cities such as London, Manchester and Birmingham in England, Belfast in Northern Ireland, and Glasgow and Edinburgh in Scotland, which are ideal conference locations. These cities offer strong transport links and are located close to many large hotel and event venues. As large cosmopolitan cities, these locations have excellent dining, entertainment and leisure options that will appeal to all types of attendee.
When selecting your destination, consider the rising business travel trend of ‘blended travel’, as business travellers are increasingly combining their trips with personal travel. Does the shortlisted destination offer much in the way of activities and attractions that will appeal to your target market? This could be the difference between event success and event failure. VisitEngland is a useful resource for understanding the different regions and destinations across the UK.
The UK has many large cities such as London, Manchester and Birmingham in England, Belfast in Northern Ireland, and Glasgow and Edinburgh in Scotland, which are ideal conference locations. These cities offer strong transport links and are located close to many large hotel and event venues. As large cosmopolitan cities, these locations have excellent dining, entertainment and leisure options that will appeal to all types of attendee.
When selecting your destination, consider the rising business travel trend of ‘blended travel’, as business travellers are increasingly combining their trips with personal travel. Does the shortlisted destination offer much in the way of activities and attractions that will appeal to your target market? This could be the difference between event success and event failure. VisitEngland is a useful resource for understanding the different regions and destinations across the UK.
Event Operations and Planning
When planning a conference in the UK, you need to be aware of your duties as an event organiser. Your first step should be to familiarise yourself with UK event health and safety legislation, published by the UK Health and Safety Executive. Alternatively, work with a trusted delivery partner such as an event agency who will take care of these details for you.
A well-planned agenda is the backbone of a successful conference. You should select high quality speakers, include a mixture of educational and interactive sessions, and ensure to schedule ample time for breaks or travelling between different spaces within your venue. Networking is highly valued by conference attendees and should also be included in your agenda, particularly if your audience is international. You can find more operations tips on our blog on conference planning do’s and don’ts
Marketing your Conference
Effective marketing is crucial for attracting attendees to your conference. When planning a conference, use a combination of digital or offline marketing strategies, based on your target audience’s behaviour and demographics. UK event marketing is regulated by marketing and advertising law, which governs how you may describe and market goods or services. It also extends to how you display information around pricing.
When advertising or marketing a conference in the UK, you must also follow regulations around data protection and particular marketing channels, such as use of website cookies or providing recipients with an unsubscribe option in marketing emails. Take some time to learn about the regulatory principles to ensure your marketing is compliant with UK legislation.
Event Registration and Pre-Conference Communications
Using an online event platform is one of the easiest ways to encourage registrations and will help you understand your registration numbers in real time. You can also use the registration form to capture any dietary or special requirements, such as accessibility needs.
Make sure you understand any potential barriers to registration and take steps to guide your prospective audience through those. For instance, if your target audience is international, you will likely receive queries around visas, so ensure your communications signpost to visa advice from the UK government and avoid giving specific advice yourself.
If you’re targeting an international audience, you may also wish to give guidance on location specifics, such as the weather during the month of your event, or transport options including local public transport or travel apps such as Uber, which is used in many cities in the UK. Attendees may also benefit from information on local customs such as tipping, where 10-15% is the standard but it is not essential. A little research will go a long way towards ensuring your attendees have a smooth experience when they arrive, which contributes to their overall sentiment regarding the conference experience.
Effective marketing is crucial for attracting attendees to your conference. When planning a conference, use a combination of digital or offline marketing strategies, based on your target audience’s behaviour and demographics. UK event marketing is regulated by marketing and advertising law, which governs how you may describe and market goods or services. It also extends to how you display information around pricing.
When advertising or marketing a conference in the UK, you must also follow regulations around data protection and particular marketing channels, such as use of website cookies or providing recipients with an unsubscribe option in marketing emails. Take some time to learn about the regulatory principles to ensure your marketing is compliant with UK legislation.
Event Registration and Pre-Conference Communications
Using an online event platform is one of the easiest ways to encourage registrations and will help you understand your registration numbers in real time. You can also use the registration form to capture any dietary or special requirements, such as accessibility needs.
Make sure you understand any potential barriers to registration and take steps to guide your prospective audience through those. For instance, if your target audience is international, you will likely receive queries around visas, so ensure your communications signpost to visa advice from the UK government and avoid giving specific advice yourself.
If you’re targeting an international audience, you may also wish to give guidance on location specifics, such as the weather during the month of your event, or transport options including local public transport or travel apps such as Uber, which is used in many cities in the UK. Attendees may also benefit from information on local customs such as tipping, where 10-15% is the standard but it is not essential. A little research will go a long way towards ensuring your attendees have a smooth experience when they arrive, which contributes to their overall sentiment regarding the conference experience.
Planning Food and Beverages at UK Conferences
In the UK, many dietary preferences are commonly catered for, such as gluten-free and vegan, though some requirements may not be so readily available, such as halal or kosher. It is important to understand your target market and capture their needs in your registration process to ensure an optimum experience for all attendees.
Zero-alcohol and low-alcohol beverage options are becoming increasingly popular across the UK but may need to be ordered specially for your event. If you are planning to serve sparkling wine or cocktails at a reception or closing party, it is good practice to ask your venue to provide a zero-alcohol alternative such as mocktails, to ensure your conference is inclusive.
During and After Your Conference
When organising a conference anywhere in the world, you should oversee the operations to make sure everything runs smoothly on the day. Check local travel networks throughout the day and if necessary, send communications to your attendees with alternative travel suggestions should they face disruptions to their journey to or from the venue.
After the conference, it’s important to follow up with attendees. This could include sending out a satisfaction survey, a thank you email, or providing access to content or resources shared during the conference. Attendee feedback will help you make your next event even more successful.
Planning a conference in the UK requires careful planning and execution – and some expert know-how. That’s where Black Book can help – we have many years of experience delivering successful conferences and events across the UK and overseas.
Contact us today and start planning your next conference or event!
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