Overhaul Your Annual Meeting and Innovative Event Design

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Overhaul Your Annual Meeting and Innovative Event Design

  1. 1. 0 to 60:Overhaul Your AnnualMeeting with Innovative Event Design Monday, August 13th 1:30 pm Hub Tag: #ASAE12 innovate
  2. 2. Ordinary Time, Typical Situation
  3. 3. About NiUG• Global association• # chapters• # members• Share, compare & become more aware• # years in existence• Heavily rely on sponsor dollars & dues• 3 major conferences per year• Very active online community/listserve
  4. 4. About the iMIS Global Community• Manufacturer, ASI, creates lots of informational and educational materials• ASI offers training• X # of resellers that offer content, training and education• ASAE, CSAE, ESAE and LinkedIn all have groups that support associations using iMIS and are there for discussion• Lots of competition for mindshare!
  5. 5. NiUG Discovery Conference• Purpose is to provide members with: – training – latest product updates – unbiased information on best practices – Awareness of other solutions from exhibiting vendors – Networking time because often the NiUG member is the only one within an association staff & need a community
  6. 6. NiUG Discovery Conference• Problems with the Conference: – Formula no longer producing the same results – Membership numbers dwindling – Exhibitors want more for their money and want something new that’s measurable – Board asking for more insight into P&L of the event portfolio – Lots of manual work to plan, manage and market the event – Super small staff to put on events
  7. 7. NiUG Discovery Conference• More issues: – Not enough money for marketing – Not enough bandwidth to get creative; all staff time spent in logistics – Offered a conference program with print ads – No event website; had one page within regular organization’s site – Theme was just Discovery – Trying to use social media, but…..
  8. 8. NiUG Discovery Conference• More issues: – Offered tabletop exhibit space to exhibitors – Offered solution tables by putting up name of solution in middle of lunch table and allowing people to choose where to sit – No external advertising for the conference – One night-time activity for networking
  9. 9. 2011 Conference
  10. 10. 2011 Conference
  11. 11. Tipping Point• Realized we needed to change when:• Flsfjljsflsfj• Slflsflsfjlsjf• sfljsfljslfjlsjf
  12. 12. Making the Break from Ordinary Typical & (Seemingly) Safe
  13. 13. Making the Change• Got out of denial• Got clear on the fact that staying the same was more dangerous than taking the risk and making a change• Reached out to innovative partners to collaborate on a revamped NiUG Discovery
  14. 14. Step One. Getting Clear on the Attendee• Took the time to focus on the attendee and really understand: – Who they are – What emotional fulfillment comes from NiUG – Where else they get their information – What they really value from the NiUG Discovery meetings
  15. 15. Step One. Getting Clear on the Attendee• Attendee Profiles: – Technology Exhibitor – NiUG Member – ASI Staff Need to show a matrix of who they are and what they want out of the conference, demographic and psychographic profile for each (should be 3 slides)
  16. 16. Create Your Value Prop Matrix Description Approximate Size Value Proposition How You Will of Segment (Benefit) Measure & BenchmarkSegment #1 NameSegment #2 NameSegment #3 Name
  17. 17. Create Buyer Personas• Visualize & Characterize this Group of Attendees/Customers• Write a story about them. Write many stories about them.• Think about their total life and how your product fits in• Understand the joy & pain of the segment
  18. 18. Create Your Persona Matrix Demographics Lifestyle Pain or Joy Points How Your Psychographics Description “Day Product/Event/Ser in the Life” vice Fits In for this PersonaPersona #1:Justine SteelmanPersona #2:Maria RodriguezPersona #3:Amanda Hastings
  19. 19. Step Two Getting Clear on the Purpose• Wrote a value proposition statement for the NiUG Discovery Conference and got clear on what the unique differentiator is for NiUG:NiUG Discovery is the only conference thatiMIS users, iMIS resellers and ASI staff canattend that is free of competition and cansupport open dialogue about using the iMISproduct.
  20. 20. Step Three. Telling the Story• Took the value proposition and analyzed how it could be evidenced. Asked ourselves, if we are truly the only place for free dialogue, what does this mean for: – Session formats? – Session content? – Session selection processes? – Room set-up and floor design? – Exhibitor relations? – Sponsorship packages? – Food & beverage?
  21. 21. Step Three. Telling the Story• We decided that our clear value proposition allowed us to change everything• The event changed itself naturally once we changed our mindset to focus on our value proposition and not logistics/task lists
  22. 22. Step Three. Telling the Story• We decided that our clear value proposition allowed us to change everything• The event changed itself naturally once we changed our mindset to focus on our value proposition and not logistics/task lists
  23. 23. Step Three. Telling the Story• Event had already been decided to be held in Philadelphia• We knew we wanted to focus on the idea of free dialogue and we were in the city of freedom, so….we married our value proposition with our location
  24. 24. Step Three. Telling the Story• Discovery Conference 2012 now took on a real purpose and a call to action:• Join the Revolution!• Let’s Revolt and Think!• Rise up and Be Free!
  25. 25. Step Four. Focus on the Program• New thinking is controversial• Most people don’t naturally gravitate towards controversy and pushing the boundaries• Therefore, we needed to facilitate dialogue on topics to get people to think new• We needed to get people to revolt against stasis and take action
  26. 26. Step Four. Focus on the Program• Purposefully chose “eyebrow raising” topics:• Looked for topics that are on people’s minds but rarely seen in a session (the ones people talk about in the hallway)• Added topics we knew had at least two viewpoints• Added topics new to everyone where we knew needed more education and focus
  27. 27. Step Four. Focus on the Program• Took topics and put them into matchmaking system• Reach out to attendees that have registered and offer them this new program of solution tables where they rank and pick which topics to attend with a minimum that they must attend• Sell off new sponsorship of these Revolutionary Roundtables
  28. 28. Step Five. Create Digital Demand• Took advantage of fact that in today’s world, people interact digitally way before attending the live event• Started using digital media to create “digital demand” so that onsite experience even better and ice breaking/rapport has been established
  29. 29. Step Five. Create Digital Demand• Change the copy of the event emails to reflect the revolutionary thinking idea• Start to roll out banner ads with revolutionary ideas• Plan for social media campaign to get the free thinking starting and to have more fun• Start to put a look and feel in place that will set the conference apart
  30. 30. Step Five.Create Digital Demand
  31. 31. Step Five. Create Digital Demand. Banner Ads
  32. 32. Step Five creating Digital Demand• Create Sponsor and Exhibitor page for each one• Add in Google Analytics codes for each to share after the conference• Ask sponsors and exhibitors to point people to their page and provide content, twitter feeds, youtube feeds, etc• Promote content in pre-event emails• Engage speakers in social media
  33. 33. Step Six. Creating an Immersive Experience• Focused on the onsite experience: – What will the attendee see? – How will the space feel? – What can we do to continue our feeling of freedom? – How can we facilitate activities that allow attendees to have fun and build rapport?
  34. 34. Step Six. Creating an Immersive Experience• Focused on the floorplan and creating space: – Previous years did not have a “flow” the floor space. Exhibitors were crowded and used conventional set-ups and layouts. – Previous years’ signage was functional, but did nothing to evoke an emotional response from an attendee
  35. 35. Step Six.Creating an Immersive Experience
  36. 36. Step Six.Creating an Immersive Experience Create signage that is meaningful Now instead of “exhibitors”, it is the “Freedom Trail” where you can explore new solutions to old challenges Each exhibitor is now a stop on Freedom Trail
  37. 37. Step Six.Creating an Immersive Experience
  38. 38. Step Six.Creating an Immersive Experience Each lunch/breakfast table now includes tent cards that feature a Revolutionary and famous quotes. The back holds trivia information with the answers printed on the inside to stir up Benjamin Franklin Table conversation
  39. 39. Step Six.Creating an Immersive Experience Each badge now features the ‘I’m a revolutionary” slogan and virtual ribbons Name Back of the badge Title features icons used in Organization games and QR codes that can be used for information exchange with exhibitors I’m a Revolutionary!Committee Member
  40. 40. Contact Info:Speaker Name (1) Speaker Name (3)Title TitleOrganization Organization[Phone] [Phone][Email] [Email]Speaker Name (2) Speaker Name (4)Title TitleOrganization Organization[Phone] [Phone][Email] [Email]

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