Every year, the Communication Directors' Forum sets sail for a three day conference and networking event. Brittany Golob prepares to board the ship

For some suppliers, the Communication Directors' Forum is a three-day networking, new business extravaganza, conveniently set on a cruise ship. For others, it's a prime opportunity to score some new business, despite being set on a cruise ship. For most, it means three days of few hours of sleep, hundreds of new faces, some old ones and at least seven three course meals.

“It is the only place where delegates spend concentrated time away from other distractions genuinely looking to learn and/or start commercial relationships,” Alan Cooper, owner of digital marketing agency Freestyle Interactive, says.

Suppliers, who foot the bill for the luxe setting, invest time and energy into the forum because of the nearly guaranteed return on investment – whether it comes a day or a year later. Many alight after three days with a new client signed and sealed, however, more often, the CDF is about building relationships with delegates. Those relationships, however, often yield eventual results.

The incentives for companies to take to the high seas, well to the Channel, in October each year vary. Yet all cite the CDF as a prime opportunity to network and engage with a targeted audience. Those who attend each year, and there are those old salts that do set sail from Southampton each autumn,  are aware that they may walk away with emptyhanded, but they will also have sown the seeds for future business.

The Giggle Group’s MD, Steve Garrett, says, “The CDF is the backbone of all of new business and marketing for the whole year. This year in particular, we are seeing some good signs of growth and confidence from our regular client base so I am excited to see if the green shoots are spreading.” Bellenden CEO Mark Glover says his consultancy has grown organically but is now seeking a concerted means of generating new business. Networking opportunities and the commitment of delegates make the CDF appealing. New attendee, Woodsfilm, says the CDF’s face-to-face format is appealing, adding of director Jay Woods, “Jay also likes boats.”

For trade associations, such as the PRCA, CIPR and IVCA, all multi-year partners of the CDF, the cruise provides opportunities for membership growth, an exchange of ideas and collaborations. Last year, Liquid PR hosted CIPR and PRCA attendees at Liquid’s offices in Guernsey as a means of acclimatising the trade bodies to the Channel Islands communications industry.

Steve Miller, membership manager for the PRCA, says “We go every year as we have a well- established partnership with the CDF,” adding, “We always get new members from the forum, so would expect the same this year.” Marco Forgione, IVCA CEO, says the forum helps the IVCA to raise its profile. The conference also allows communicators to refresh their views on the future of the industry. CIPR president, Sue Wolstenholme says, “I’m hoping for a new understanding of what it takes to be a professional in PR.”

The benefits to suppliers abound, but it’s not smooth sailing for all attendees. Delegates split their time between supplier meetings and a conference on communications featuring the latest trends and freshest ideas, all punctuated by three keynote addresses. A crucial portion of the CDF itself, and quite an interesting schedule of events, but many suppliers find it distracts delegates from the meetings for which the former spend time and money preparing. Some even malign the need for formal dress at dinnertime.

Yet, others still, say the conference helps break up the grueling pace of the meetings and adds to the compelling exchange of ideas for which the CDF is known. “No one can sell for 48 hours straight,” Garratt says. Natalie Benjamin, project director at Comment8, adds “It allows you to meet people in a concentrated amount of time, in not just formal, but social situations as well.”

Despite the action-packed three day tour the Aurora takes around the English Channel, on Saturday morning, everyone is allowed to or must go home. This leaves many hoping for follow-up events to perpetuate the spirit of the CDF.

Cooper says, “I wish the enthusiasm with which we discussed their challenges on board could be maintained for the follow up calls!” Both Sumit Rai, founder of Kulu Valley and Miller say a follow-up event on dry land would be a useful addition to the programme.

As delegates and suppliers alike head back ashore to busy lives and jobs, it becomes harder to devote the same amount of time and energy to collaborations such as those borne by the CDF. Nick Terry, MD of Top Banana says, “There is a genuine level of trust and commitment; that busy clients have taken time out to meet and pick up new ideas. Plus, only the good swimmers can escape!” Garratt adds, “You wouldn’t give up three days in the office to go through this many meetings just for fun. Anyone who attends for any other reason is a bit of a sadist.”

The Aurora takes a leisurely tour of the Jersey and Guernsey coastlines before gently steaming back to Southampton on Saturday. For those aboard the ship, however, – from suppliers stacking their schedules with meetings to delegates racing from meals to meetings to conferences – that makes for one, hardworking, fun-filled, sleep- deprived and enthusiasm-driven cruise aboard the Communication Directors’ Forum.

Words of Wisdom

• Keep it simple, don’t spend thousands on new collateral and marketing. Just be yourself and don’t put any targets onto the event – it works better when it’s not to sales orientated.
  Steve Garratt, managing director, The Giggle Group
• Prepare mentally for what is a hard three days of talking, networking, drinking, dancing and very little sleep. If you’re going with colleagues and they’re flaky, don’t bring them.
  Sumit Rai, founder, Kulu Valley
• Pace yourself. Know your subject. Know their subject. And find a way of standing out amongst the many dinner suits
  Alan Cooper, owner, Freestyle Interactive
• If you’re sharing a cabin with a colleague, bring some ear plugs.
  Charlie O’Rourke, managing director, AI Media Comms
• Pace yourselves!...its good fun but its also quite intense and you need to keep focussed...and make lots of notes. It’s amazing how one conversation can feel like another after a long day!
  Paul Farris, managing director, Juice Live Comms
• If you chat to the same people you will never get to meet anyone. Attending on your own forces you to make connections throughout the ship. The blackjack table is a particularly good meeting point for high- worth individuals!
  Steve Miller, membership manager, PRCA
• Firstly, preparation, sometimes there is a real nugget in briefing sheets. Secondly, remember, “gently gently catch the monkey” people buy people, if you are not credible, authentic, interested and personable there will be no chemistry!
  Nick Terry, managing director, Top Banana
• Decide what is the best use of your time and be comfortable to share this with suppliers, for example if you are only interested in one product or service.
  Natalie Benjamin, product director, Comment8
• The main thing we’ll focus on is being prepared and up to the challenge in terms of stamina. We’ve got a lot of meetings to get through successfully!
  Woodsfilm
• Don’t waste the opportunity for a minute
  Sue Wolstenholme, president, CIPR