The aim of a conference brochure is to attract delegates to an event and let them know the conference schedule. The brochure therefore should contain information about the venue, speakers, travel arrangements and other key facts. The copy should be clear, informative and persuasive, encouraging readers to reserve their spots so they can benefit personally or professionally. An introduction from a prominent speaker or senior executive provides a useful overview of the event, as well as a welcome for potential delegates.
Conference organizers aim their events at specific groups, so find out more about the target audience to ensure the brochure offers relevant benefits. The audience could be as diverse as teachers, senior executives from the automotive industry or members of the public who are interested in country music. To find information on the audience, ask organizers for audience profiles of previous events. Organizers survey their audiences, asking for demographic or business information, and publish profiles to demonstrate the quality of their events to delegates, presenters and sponsors.
Benefits for Delegates
The brochure must provide delegates with strong benefits for attending. Business delegates must be able to justify time off work, and private attendees want to know they will be getting value for spending their own money. Identify the benefits for the target audience. The conference may provide a unique opportunity to hear world-famous speakers, see demonstrations of the latest products or improve skills by attending high-quality training sessions. The benefits may be less tangible, such as the opportunity to network with other people in an industry perhaps with an eye to landing a job or making a sale.
Comprehensive information on the conference logistics is essential. According to the American Conference Institute, the questions frequently asked by conference delegates cover topics such as registration and payment, travel and catering arrangements, accommodation and cancellations. To make it easy for readers to sign up for the event, include full registration details. Set out the costs for attending, including any discounts for early registration. Provide contact details for readers who may need additional information and let delegates know when they will receive welcome packs.
Set out the conference program with timetables and details of each session to help delegates plan their time at the conference. Let delegates know more about the format of the conference, which could include presentations, roundtables, workshops and exhibitions. Biographies of the presenters help delegates choose the sessions they want to attend and indicate the status or quality of the event.
The conference brochure is just one element of a pre-conference marketing program. According to Inc., posting information and event news on social media helps maintain interest as the event gets nearer. Announcements about extra speakers or special events, for example, can create a buzz around the event and reduce the risk of delegates dropping out.
Based in the United Kingdom, Ian Linton has been a professional writer since 1990. His articles on marketing, technology and distance running have appeared in magazines such as “Marketing” and “Runner's World.” Linton has also authored more than 20 published books and is a copywriter for global companies. He holds a Bachelor of Arts in history and economics from Bristol University.