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Despite budgetary constraints, a changing business landscape and increased competition, many Association Management Companies (AMCs) are still finding ways to improve attendance at their association clients’ annual meetings, conventions and trade shows. So how are they accomplishing this? While there is no magic formula, relevant content, marketing and a fresh destination are all factors in a successful outcome. The key is communicating the value of attendance at such an event. It’s no longer realistic to believe people will automatically schedule your meeting on their calendar. These days, the convention attendee must have a connection and reason to travel – whether it be the desire to visit a specific destination, share business problems and solutions or visit particular educational forums and sessions. Here are some tips to raise interest in your upcoming event. Mix up the location. In terms of destination, creativity is key. Don’t frequently return to any one particular region, even if it’s consistently been a member favorite. Furthermore, the city doesn’t always have to be a top destination. A combination of cheap flights, reasonably priced hotels and an array of entertainment options has helped boost meeting planning interest in emerging markets, like Cleveland and Austin. Indianapolis is becoming another hot spot, thanks to a great downtown package featuring new museums and restaurants conveniently located within the downtown convention complex. Make it relevant and unique. Program content should be cutting-edge. While conference speakers should be able to knowledgeably discuss the issues most pertinent to an organization, try not to use the same individuals who speak at many of the other industry and association meetings. Provide a blending of industry topics and change up the format with new and different educational sessions. At the same time, use as much technology as possible. Association meetings, by and large, have lagged in terms of high-end production. Consider utilizing multimedia displays and slide shows or hiring an emcee to host the conference. Create a sense of community. One of the primary reasons members go through the burden of travel today is to feel like part of the association community. Discover ways to introduce new members into what sometimes seems a close-knit clique. Allow a liberal amount of time for breaks, greetings and networking. Use food and beverage to help break the ice, such as providing pretzel carts, popcorn machines or ice cream trolleys to get people to mingle. Some associations have creatively used penny candy breaks to help bring together members. During meals, provide a family-style dinner or buffet rather than something plated. Also consider offering a series of breakout sessions separate from roundtable subjects, allowing the attendee to pick their topic. This would help them meet others with similar interests. Focus on the overall experience. Tie together what the attendee is going to learn and experience all the way from registration through post-conference activities. Make sure your brand is threaded through these various experiences and that the mission of the organization is part of the convention experience. In addition, attempt to integrate the destination with the experience. This could be accomplished by providing fitting activities and speakers. For example, if you’re at a resort, throw a beach party or host an outdoor activity. Actually schedule that onto the calendar, rather than an indoor session, to help create community and provide attendees with a more holistic experience. Adopting these four principles can help draw in both new attendees and senior-level executives who have participated year after year. Today’s members are seeking the best value in terms of time and money. By providing new material, speakers and destinations, you can better prove to members the value of attending your event. After all, content, community and commerce are the three C’s of the association world. Richard Green is Vice President of Association Business Development and Strategic Partnerships for Marriott International. Marriott is an associate member of the AMC Institute. Green can be reached at Richard.Green@Marriott.com or 301-380-2825. |
