It’s a whole new ballgame for associations and their conferences, particularly when it comes to building long-term loyalty. New realities are taking shape, disrupting previous value models and perceptions. Reality #1: Senior executives are more involved in attendance and membership decisions. They’re scrutinizing ROI more closely and pushing back on fuzzy estimates. Reality #2: While learning, networking, and business leads are still the “Big 3” reasons why organizations choose to … [Read more...]