Opinion: Planning is vital to a successful staff conference

Picture this. A vast soulless out-of-town hotel, name badges, interaction with colleagues you only see once a year, followed by warmish white wine at an interminable dinner that ends only when the DJ has the plug pulled on his sound system.

So, what ingredients do provide the recipe for a successful conference?

Planning and preparation are crucial. Clearly defined objectives are the starting point. Also vital is a location that allows ease of access for all, and which is fit for purpose. Of no less importance, although often overlooked, is the need for post-conference feedback in the quest for continuous improvement.

Four goals

I’d suggest a successful conference could have four specific goals. First an overview of the previous year. Then the recognition of exceptional achievement in the spheres of: customer service; leadership and people development; business results; and community involvement. Thirdly there should be scope for teambuilding activities. Finally, over the course of the day, participants should appreciate the objectives and priorities for the next 12 months.  

“In these turbulent times, I suggest that the quality of the relationship between retailers and suppliers has never been so important.”

Leo McKee

Our conference took place at the end of May in Birmingham. It was attended by some 450 people. More than 350 of these were the leaders of our stores and distribution centres throughout the UK. Moreover, they were joined by another vital constituency – our suppliers.

Figures from the CBI last week showed that orders placed by retailers with their suppliers have fallen at the fastest pace since March 2009. In these turbulent times, I suggest that the quality of the relationship between retailers and suppliers has never been so important.

In the BrightHouse Conference, our suppliers set up and demonstrated their newest products. Thereafter, they engaged in a highly interactive 90-minute session led by our director of buying.

It is essential that our business partners understand our culture and our business and, most importantly, have real insight into the needs and wants of our customers. It is the customer who is the ultimate consumer of – and decision-maker on – their products. Equally, we took feedback from our suppliers on the big issues and opportunities that they wished to explore.

Stars in their Eyes

And how did we end the day? Yes, we did have a sit-down dinner. Yes, we did have a few awards. But the centrepiece was an incredible “Stars in their Eyes” event. Half a dozen of our colleagues emerged through the smoke as rock and pop stars of their choice.

”‘Tom Jones’ from Port Talbot was declared the worthy winner. His gracious victory speech observed that the participants had experienced a teambuilding activity rather than a competition.”

Leo McKee

The audience were all smiles and loud applause – for good reason: we were treated to six astonishing performances.

A mobile phone vote led to our very own ‘Tom Jones’ from Port Talbot being declared the worthy winner. His gracious victory speech observed that the participants had experienced a teambuilding activity rather than a competition. For me, that summed up success.

A conference takes an enormous amount of effort and is a far from inexpensive activity. However, get it right and the benefits are huge.

• Leo McKee is chief executive of BrightHouse