PREDSEDOVANJE EU 2008 EU Presidency 2008 PREDSTAVITEV ...

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Kolumna: Tony Carey Dokažite svojo strokovnost Ena izmed najtežjih nalog, s katero se sooča organizator konference, je, kako izmeriti vrednost sestanka. Običajno se uspeh meri glede na govorice in (pogosto pristransko) mnenje: »Ljudje so rekli, da so uživali.« ali »Predsednik je bil zadovoljen.« Vendar izvršni direktorji vse pogosteje zahtevajo oprijemljive dokaze, da je dogodek zagotovil dobro donosnost naložbe, in prav načrtovalec sestanka je tisti, ki mora upravičiti čas in denar, ki ju je porabil. Na srečo so zdaj na voljo sistemi za ocenjevanje dogodka, ki načrtovalcem pomagajo dokazati njihovo strokovnost in izmeriti donosnost naložbe. Kot mnogi vidiki vodenja konferenc zajema postopek več logičnih korakov, ki se začnejo že v zgodnjih fazah priprav in se lahko nadaljujejo več tednov po zaključku dogodka. Količinska opredelitev donosnosti naložbe bi zato morala biti vključena že v proces načrtovanja. Prva naloga je opredeliti deležnike sestanka; to so tisti, ki jim je v interesu rezultat sestanka. Ker so to organizacije in ljudje, ki so investirali svoj čas, denar ali ugled, si želijo, da bi imelo njihovo prizadevanje nek donos. Deležniki so lahko različni, toda med njimi so vedno organizacija stranke, pokrovitelji in prisotni – poleg organizatorja, seveda. Če je dogodek v Sloveniji, želijo biti vsi – tako ponudnik kraja kot vsi dobavitelji, povezani z uspehom, vendar iz različnih razlogov. Zadovoljiti toliko različnih interesov je lahko težko, ker samo deležniki vedo, kaj želijo doseči. Torej jih je treba v drugi fazi to vprašati. V prijavnico za predstavnike lahko vključite ankete, govornikom lahko pošljete vprašalnike, se srečate s pokrovitelji, da odkrijete, kaj pričakujejo od dogodka. Prisotni so se dogodka udeležili morda zato, da bi pridobili informacije ali vzpostavili poslovne odnose; govorniki želijo morda predstaviti nove ideje ali srečati potencialne stranke; organizacija želi morda motivirati, izobraževati ali nagrajevati; manj znano mesto, kot je na primer Maribor, želi morda izboljšati svoj ugled. Zaslužek je včasih drugotnega pomena. Ko razumemo potrebe deležnikov, je naslednji logičen korak oblikovanje dogodka, katerega cilj je zadovoljitev deležnikov. V ta namen se kot potrebne lahko pokažejo spremembe zastavljenega programa, na primer obisk veličastne Postojnske jame, kjer bodo vsi skupaj, namesto nakupovalnega popoldneva v Ljubljani, kjer se bodo vsi razkropili. Poleg tega pa je treba vzpostaviti tudi sisteme merjenja. Za pokrovitelje to lahko pomeni ugotavljanje, v kolikšni meri so predstavniki osveščeni o izdelku, in sicer med dogodkom in po njem. Na primer, za mnenje o Sloveniji se jih lahko vpraša, preden prispejo, in ponovno ob odhodu. Raziskava lahko poteka v več oblikah: med sestankom je mogoče izvesti merjenje na podlagi odziva občinstva ali s pomočjo študentov z vprašalniki. Koristno mnenje podajo tudi fokusne skupine. Povratne informacije dobimo z naknadnimi anketami. V primeru uvedbe izdelkov in prodajnih konferenc so lahko oprijemljivi rezultati izraženi na osnovi naknadnih prodajnih rezultatov, ki pa morajo biti izmerjeni in nato tudi posredovani načrtovalcu sestanka. Na koncu pa je treba vse te informacije analizirati in obdelati, da so podane v smiselnem poročilu. Vse to predstavlja dodatno delo za organizatorja konference, toda prav on je tisti, ki ima največ koristi od merjenja donosnosti naložbe. Zmožnost, da stranki ali šefu posreduje tiskano poročilo, v katerem navede, kateri cilji so bili doseženi, koliko denarja je bilo prihranjenega in kako je bila izboljšana celostna podoba, je znak za pravega strokovnjaka, ki si zasluži povišek ... ali pa vsaj nekaj dni dopusta ob magičnem Blejskem jezeru! Tony Carey Tony Carey je učitelj, govornik in svetovalec na področju mednarodnih konferenc. Dosegljiv je na elektronskem naslovu tonycarey@psilink.co.je ali na spletni strani www.tonycarey.info 50
By Tony Carey, CMP, CMM Proving your Professionalism One of the most difficult tasks facing a conference organiser is how to measure the value of a meeting. Traditionally, success has been based on hearsay and (often biased) opinion: “People said they enjoyed it.” or “The chairman was pleased.” But, increasingly, CEOs are demanding tangible proof that an event achieved a good return on investment (ROI) - and it is the meeting planner who must justify the time and the money he or she has spent. Fortunately, there are now systems for evaluating an event, which help planners prove their professionalism and measure ROI Like many aspects of conference management, the procedure involves a series of logical steps that start in the early stages of preparation and may continue for weeks after the event is over. The quantifying of ROI is something that should be threaded into the tapestry of planning. The first task is to identify the stakeholders in the meeting; those who have an interest in its outcome. This is due to the fact that these are the organisations and people who have invested time, money or reputation and wish to see a return on this commitment. Stakeholders may vary but will always include the client organisation, the sponsors and the attendees, as well as, of course, the organiser. And for an event in Slovenia, the town or city, the venue and all the suppliers will want to be associated with its success, but for varying reasons. Satisfying such a range of interests can be difficult because only the stakeholders know what they hope to achieve. Thus stage two is to ask them. You can incorporate surveys into the delegate registration form, send questionnaires to speakers and meet with sponsors to discover what each expects from the event. Attendees may be seeking information or business relationships, speakers may wish to present new ideas or meet potential clients, the organisation may wish to motivate, educate or reward; a less well-known city, such as Maribor, may wish to enhance its reputation. Sometimes, making a profit is a secondary motive. Once the needs of the stakeholders are understood, it is a logical step to design an event that aims to satisfy them. This may involve changes to the planned programme, such as for example a visit to the awesome Postojna Caves where everyone will be together, instead of a shopping afternoon in Ljubljana where they all split up. And systems of measurement should be put into place. On behalf of sponsors, this may mean researching the delegates for product awareness before, during and after the event. For example, they can be asked their opinions on Slovenia before they arrive and after they depart. Research can take many forms. During the meeting measurement may be made via audience response systems or by students with questionnaires. Focus groups will also furnish useful opinion. Follow-up surveys provide feedback. For product launches and sales conferences, tangible results may be expressed through the subsequent sales figures, but these must be measured - and conveyed to the meeting planner. Finally, all this information should be analysed and processed into a digestible report. All this is extra work for the conference organiser, but it is he or she who stands to benefit most from measuring ROI. To be able to present a client or a boss with a printed report which shows that objectives were achieved, money saved and the corporate image enhanced is the mark of a true professional deserving of a pay rise, or at least a few days holiday at magical Lake Bled! Tony Carey is a trainer, presenter and consultant to the international conference industry. He can be reached at tonycarey@psilink.co.je. or via www.tonycarey.info 51
Page 1: REVIJA SLOVENSKE INDUSTRIJE SREČAN
Page 4 and 5: Kratke novice REVIJA KONGRES - REVI
Page 6 and 7: Short News The regular annual meeti
Page 8 and 9: Novice soustanoviteljev V hotelu Pa
Page 10 and 11: Co-fonders News Hotel Park successf
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Page 14 and 15: Na Gospodarskem razstavišču zaklj
Page 16 and 17: Kolumna: Srečo Peterlič Smo obuti
Page 18 and 19: Predsedovanje Evropski uniji 2008 B
Page 20 and 21: ki se odvijajo v času predsedovanj
Page 22 and 23: lahko ponudil ustrezno pomoč. Oben
Page 24 and 25: predsedovanje, odvijali tudi drugi,
Page 26 and 27: venues and services - including for
Page 28 and 29: we all hope. As Mr Krajc says, most
Page 30 and 31: It is already clear that the 2008 t
Page 32 and 33: Predsedovanje EU - Finska Oh, kakš
Page 34 and 35: EU Presidency - Finland Oh, what a
Page 36 and 37: Kolumna: Matjaž Kek Kdo potrebuje
Page 38 and 39: Column: Matjaž Kek Who needs who?
Page 40 and 41: Kongresna mesta pod žarometom Malo
Page 42: ta 1981. V tem obdobju, z delno pre
Page 45 and 46: contemporary and versatile venues f
Page 47 and 48: Mi to znamo. Smo mednarodno uveljav
Page 49: Slovenian Convention Bureau Congres
Page 53 and 54: Avtor: Matjaž Žnidaršič (matjaz
Page 55 and 56: Case Studies Author: Matjaž Žnida
Page 57 and 58: Planning Corporate Events Choose yo
Page 59 and 60: Technological Trends Communications
Page 61 and 62: Srečko Koklič Culinary Trends It
Page 63 and 64: The Web and Event Organisation Is Y
Page 65 and 66: Organizacija kongresnih in incentiv
Page 67 and 68: strokovnih, gospodarskih ali intere
Page 70 and 71: Marketing in the Meetings Industry
Page 72: economic contributions, articles in
Page 75 and 76: Meeting Statistics Slovenian Meetin
Page 77 and 78: Hotel Robotrade je vodiln
Page 80: * HOW DO LJU DO? * KAKO SI KAJ? www

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