Will Millennials be joiners and conveners? Who are some of your next audiences to attract? Will your organization accumulate comparable lifetime customer value from next-generation members as it did from loyal Boomers? This is the first of two posts that are intended to be a helpful resource for conference organizers as they develop their attendee succession-plan strategy. Key Indicators For Most Conferences While every association and profession has its unique issues, I’ve picked up on a … [Read more...]
More Marketing Isn’t the Answer
A strategic look at your marketing spend, as well as what you spend on your attendee experience, can be telling. According to Convene’s most recent Meetings Market Survey, on average 6 percent of a meeting’s direct expenses fall in the marketing/promotion category. After studying 100 or so meetings’ profit and loss (P&L) statements in great detail, I can confirm that this expense line item varies greatly. Some organizations spend as little as 2 percent and have a very healthy conference … [Read more...]
Event App Due Diligence
Editor’s Note: This article was originally penned for PCMA’s Convene in the beginning of August, early on in the discovery that the Apple App Store’s change in guidelines could affect branded mobile event apps. Much has been written since, including evidence that Apple is taking action with some event app providers. From our view, our opinions haven’t changed. Have discussions directly with your provider and request recent proof of Apple Review Board app approval from them. Also, any event app … [Read more...]
Time to Retire Your Platinum, Gold and Silver Sponsorship Levels
The most effective sponsorships are all about the attendee — the fan, the sponsor’s target market. If they don’t win over the attendee, the sponsorship may not be sustainable. The same could be said for the naming of your sponsorship levels. It’s time to reimagine the precious metal sponsorship categories — and unless you’re the International Association of Gems, it’s also time to retire Diamond, Ruby, Emerald and Sapphire levels, too. As part of the competitive intelligence we gather for … [Read more...]
10 Ideas for Improving Your Pay-to-Play Conference Presentations
There’s a place for sponsored content in conference programs, if you’re thoughtful in your approach. The seventh of the TED Commandments — “Thou shalt not sell from the stage: neither thy company, thy goods, thy writings, or thy desperate need for funding; lest thou be cast aside into outer darkness” — is especially timely advice. Why? As more sponsors embrace content marketing or thought leadership as arguably the most powerful strategy for improving attitudes and perceptions of their brand, … [Read more...]
Why Your Conference Should be Target-Audience Obsessed
In order to design relevant education and networking experiences at our conferences, we need to be focused to the point of obsession with our target audience. Over the past 18 months, we’ve carefully scrubbed and analyzed the attendance of 20 major conferences. These projects had an aggregate attendance of 110,000-plus participants with registration revenue in excess of $30 million. Peter Fader, professor of marketing at Wharton, and author of Customer Centricity: Focus on the Right Customers … [Read more...]
Configurable and Personalized Conference Experiences
The mass-personalization wave that is dramatically changing what and how we buy as consumers has application to conferences. I’ve been doing a lot of research and have learned that personalization can be achieved in a number of ways: Individualized — The customer gets exactly what meets their preferences or needs. In other words, they can order a tailor-made shirt to fit their body measurements perfectly in the style, fabric and color of their choice. Configurable — The customer can make … [Read more...]
The Rise of the Gig Economy and What It Means for Conferences
Work and life are transforming at a rapid rate. When considering long-term conference or organizational strategy, it’s wise to future-cast the impact major workforce trends may have on your profession, particularly because conferences are about people first and content second. You need to determine who (target audience) you’re designing for before you address the what (content) and how (experience design). Here are three workforce mega-trends that I believe will significantly impact our … [Read more...]
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