PCMA Power Chapter - Annual Meeting Improvement

Tactics for Annual Meeting Improvement in a Tough Economy Dave Lutz, CMP Velvet Chainsaw Consulting October 9, 2009

Ground Rules ASK Questions Cell Phones OFF Keep ?’s Relevant To all NO Speeches Do Not Run with Scissors NO Vendor Plugs Simple Rules Share your experiences

Today’s Agenda Prioritization Tool 5 Measurement Examples 1 Retention & Loyalty Tactics 2 Attraction Tactics 3 Drastic Times/Drastic Measures 4

Performance – Attendance & Financials Attendance * Note: All numbers in this presentation are not actuals, but are realistic Profit*

Utilize External Benchmarks Attendance vs. Other Associations * Note: All numbers in this presentation are not actuals, but are realistic Profit* Pricing vs. Other Association Convention Attendance/Membership %

Provider vs. Non-Provider PFS MC # of Years in Healthcare # of Years as a Member Analyze Long-Term Attendance Trends * Note: All numbers in this presentation are not actuals, but are realistic 1 st Time Attendees steady

Key Program Dissatisfiers

Poor delivery and information too basic are the most common concerns at HFMA national educational events.

How do you measure retention? * Note: All numbers in this presentation are not actuals, but are realistic # Repeat Attendees per year

How do you measure retention? 37% of Attendees have attended multiple times # of Times Attended in last 6 Years * Note: All numbers in this presentation are not actuals, but are realistic Measure long-term repeat attendance

How do you measure attraction? * Note: All numbers in this presentation are not actuals, but are realistic # 1 st Time Attendees By Year

How do you measure attraction? 85% of members have not attended in 6 years * Note: All numbers in this presentation are not actuals, but are realistic

Is the Issue Retention or Attraction? Life is good! Ask for a raise.

Too much repeat or stale education?

Either conference was “oversold” or it under performed.

Not attracting the right audience?

Location factor?

Strong Attraction

Not enough or not on-target marketing? Viral?

Target new demographic.

Consider incentives for 1 st timers or guarantee.

Brush up the resume! Weak Attraction Strong Retention Weak Retention

Assessing each level, actionable results Meeting End Survey Session Surveys - Takeaways Changes made 30 – 90 days Business Impact linked to the meeting Level 2 - Knowledge Did they learn anything? Level 3 - Behavior Did they apply it to their job? Level 4 - Results Was it worth it? 0 Level 1 - Reaction Were they satisfied? Kirkpatrick’s Evaluation Model

Areas of Strengths Highlighted by the Post-Meeting Survey

Short-term Thinking

“ We can save our way to profitability.”

Retention – Accelerate Connections

Networking on Steroids!

Social media groups

White label - tagging

First timers

Speed dating

Links to handouts & booths visited

Content is Huge!

“ People will pay for content if it is so unique the can’t get it anywhere else, so fast they benefit from getting it before anyone else, or so related to their tribe that paying for it brings them closer to other people”