The Business of Reinvention: Attendee Needs Analysis - The First Step to Reinvention


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Session: The Business of Reinvention: Attendee Needs Analysis - The First Step to Reinvention
Presented by: John Folks , President , Minding Your Business, Inc.
Date and time: Tuesday, June 25, 2013, 10:00am

Published in: Education, Technology, Business
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  • Requires an open mind – challenge your assumptionsAnalysis team make-upDifferent perspectives – left and right brained Strategically minded/Big Picture Thinkers Cross-functional – implications will be broader Objective outsider can be beneficialPrioritize insightsCost and resources requiredShort and long term initiativesImpact
  • Solutions: Design a “relationship strategy” for international attendees This should include relationship-building with them here AND in their backyardsHighlight the Science – all of our research supported that they most valued the quality of the education and science they received at the US Annual MeetingUS Meeting was #1 when asked to compare with other international meetingsCreate an International Lounge at the Annual MeetingAttendees expressed a need to find other international colleagues and have a “home”Embrace your Global Appeal (and your global guests)Thank you or Welcome Banners in multiple languages Multi-lingual staff
  • Solutions: Continue to build your brand internationallyReinforce your reputation as providing the best science and education in your specialty Collaborate to provide branded education at international meetingsLaunch free-standing education in underserved growth market Build a 365-day communications plan for international attendees Reinforce why this meeting is a must-attend eventRemind them why they come to your meetingExplore building a relationship with the sponsoring (pharmaceutical) companiesEstablish a more direct connection and relationship with these international attendees
  • The Business of Reinvention: Attendee Needs Analysis - The First Step to Reinvention

    1. 1. The Business of Reinvention:Attendee Needs Analysis -The First Step to ReinventionJohn Folks – MindingYour Business, Inc
    2. 2. Learner Outcomes:• Understand why it is necessary to take a strategic approachto analyzing the needs of your audience.• Know the smart practices for performing an effective needsanalysis.• Analyze the data collected to ensure you are making thebest decisions.
    3. 3. The business of meetings has movedfrom a very linear model…
    4. 4. …to a multi-dimensional one
    5. 5. WHY?…Economic challenges…Technology advancements at the speed of light…Expanding global markets and more competition…4 generations of attendees with vastly different needs…Rising attendee expectations and shrinking personal timerequiresNEW THINKING“NEW NORMAL”Welcome to the “new normal” in the world of meetings.
    6. 6. “We make adjustments to our annualmeeting every year.”
    7. 7. Our micro perspective…
    8. 8. Is not giving us theFULLpicture
    9. 9. “prescription before diagnosis”
    10. 10. An objectivemeeting assessmentrequires a mindsetSHIFT
    11. 11. EXPECTATIONSPREFERENCESNEEDSDESIRESMOTIVATORSYour audience is more diverse…and so are their needs
    12. 12. Customization
    13. 13. Market Segmentation• Dividing groups by common needs• Designing personalized marketing strategiesto target specific segments, addressing needs
    14. 14. Statisticallyspeaking, they’re all thesame…
    15. 15. Geographic Demographic Attitudinal Behavioral Needs“Customers wholive within 5 milesof a bank branch”“Attorneys who aremarried ““Consumers whoare seekingprestige”“Customers whopurchase from yourwebsite only.”“Customer who arelikely to buy asports car in thenext three years”• MemberLocation• Region• Urban/Rural• Geo-clusters• Age• Gender• Socio-economicgroup• Personalities• Interests• Lifestyles• Attitudes• Class• Rate of use• Benefitssought• Loyaltystatus• Readiness topurchase• Benefitssought• Likelyproductpurchased• Forecastportfolio ofneedsMulti-dimensional SegmentationTypes of Segmentation
    16. 16. Benefits of SegmentationUnderstand member needs and design yourmeetings to meet them = Competitive advantageMeasure success by segment = Course correctionmore quicklyMeeting specific needs = Higher satisfaction ratesand member loyaltyKnowing your member = Design and produce a “MustAttend Event”Deliver more effective messages that convey specificbenefits that matter to each segment = Higherresponse ratesMarketingEffectivenessCompetitiveEffectivenessBetter MetricsMemberSatisfactionUnderstandingNeeds
    17. 17. Non-ConventionAttendingMembersStudents &YoungProfessionalLong-TimeMembersInternationalProspective/ Non-MembersNewlyCertifiedCurrent MembersNon-MembersMember Segmentation
    18. 18. IdentifySegmentsQuantitativeSurveyQualitativeInterviewsInsights &ImplicationsPrioritize &ImplementDo the research……and let the dataprovide theroadmap
    19. 19. Qualitative Research:Small group from a variety of key stakeholder groupsMainly gathered through:• Stakeholder Interviews• FocusGroups• “Shuttle Bus” conversationsIt provides:• Deep insights• Directional indicators• Surfaces possible trends and bigger issues• Information to test & verify with quantitative phasePotential Pitfall: interviewing only “engaged fans”
    20. 20. Mainly gathered through:• SurveysIt identifies:• Trends and gaps• Verification of qualitative research• Feedback on potential ideas or initiatives• Opportunity to analyze segmented responsesPotential Pitfall: not asking the right questionsQualitative Research:Large sample group representing all stakeholder groups
    21. 21. Based on our initial research, we recognizedthe need to further segment theYoungMembers - their wants, needs, andexpectations seemed different.What emerged were two very distinct groups.Key Finding:Young Members are Diverse
    22. 22. Once theYoung Members were further segmented avery different story started to emerge.For “InTraining”YMs thefocus is all about educationWhile for “Practicing”YMs educationis important, networking is definitelya priority.Total TotalYOs InTrainingPracticingYOsEducational program 1030 384 (1) 146 (1) 248 (1)Subspecialty Days 735 247 (2) 142 (2) 109Learn new treatments 690 180 108 (3) 78Networking - Reconnecting 609 205 102 111 (3)FulfillCME requirements 577 120 48 73Exhibition 544 174 71 102Networking - New 482 215 (3) 82 136 (2)Location 368 123 52 74
    23. 23. How does your meeting compare to:• other “like” meetings• your competitive setWhat are you benchmarking?*Data obtained from HCEA Top 50 Largest Medical Meetings.Competition & Benchmarking
    24. 24. •Requires an open mind – challenge yourassumptions•Objective outsider can be beneficial•Analysis team make-up•Prioritize insightsAnalysis & InsightsWhat does all this data mean?
    25. 25. YoungprofessionalInternational attendeeFemaleprofessionalFirst timerThreats…Which segments are most at risk?
    26. 26. Pre-EventDay1Day2Day3Post-EventRegistrationAreaSignage&BannersRegistrationPacketWelcomeReceptionGeneralSessionOpeningGeneralSessionLunchBreakoutSessionsLunchClosingGeneralSessionBreakoutSessionsPre-EventTeaser with “In-Box” AppealPre-FunctionAreaPre-FunctionAreaOn-SiteSurvey orInteractiveARSCyber Café &Streaming Radio(on line)In-RoomWelcomeCallExperientialMorningBreakLuminaryGeneralSessionsNetworkingReceptionIn-RoomWelcomePSAExperientialMorningBreak“In-Box”Follow-UpBack at OfficeRoomDrop:AmenitywithInteractiveMessageHow do they experience your meeting?
    27. 27. 1. Data told us:• 37% of your professional attendees are international, 80% are “hosted”Implications are:• If/when pharmaceutical laws change, will pose a risk to their attendance.2. Data told us:• Growing number of international meetings that compete for time and $Implications are:• Convenience and lower cost will attract future international attendeesprocess business findings assessment researchMore focus on your international attendee
    28. 28. Solutions:• Design a “relationship strategy” for internationalattendees• Highlight the Science – all of our research supportedthat they most valued the quality of the educationand science they received at the US Annual Meeting• Create an International Lounge at the Annual Meeting• Embrace your Global Appeal (and your global guests)process business findings assessment researchMore focus on your international attendee
    29. 29. Solutions:• Continue to build your brand internationally• Build a 365-day communications plan for internationalattendees• Explore building a relationship with the sponsoringcompaniesprocess business findings assessment researchMore focus on your international attendee
    30. 30. If you……Research before you re-work…Diagnose before you prescribe…Understand before you planyour attendees will ……think “it’s mine”when you redesign
    31. 31. The Business of Reinvention:Attendee NeedsAnalysis -The First Step to ReinventionJohn Folks – MindingYour Business,