Trends in Association Meetings

Trends in Association Meetings
Prepared by Sharon Smith
Manager, Global Accounts
HelmsBriscoe

What We Are Hearing …
“Associations are not cancelling their events but they are concerned with regard to attrition. Those associations that tend to count on vendors or exhibitors as a major portion of their room block tend to have the most to worry about as this is a portion of their block that they have little control over. If this year a company sent three people to attend a conference to work a booth, next year they may only send one. Basic attendee attendance will vary depending on the association, but if the content of the meeting is valuable…the attendees will still come. Associations are looking for a greater value (i.e. room rate, amenities included in the rate etc.) as their attendees are looking for the best “bang for their buck.” Now would be a great time to lock in a “multi-year” deal with hotels.”

“Clients are taking programs and shortening them by a day. 4 night programs are going to three and 3 nighters are going to 2. My association clients are seeing lower pick-up on their room blocks and hotels are allowing more attrition, say from 15 to 20 percent. For associations, rate is as important as ever.”
“From the client side, I am seeing concerns with their attendance dropping about 20% - especially on the Association side.”

“Association bookings are strong, looking at 2013-2017 on some, but are conservative with room block. They are really wanting guidance on many contract issues.”
“I am seeing people not book as far out and putting the brakes on really anything beyond 2012. We are pushing multi-year deals with the thought that we should try to lock in at current rates and if not, then to control the % of increase or even link it to the (regional) CPI. Clients like this idea and we are working a few multi-year deals now. The hotels love this and we are really pushing them to the max as far as concessions, etc. are concerned.”

“In order to protect its membership during difficult times, associations must provide more than just their usual social and education opportunities. They must rely more upon each other as “communities of practice.” Member-to-member support becomes more important as members learn from each other and rely upon each other more moral support.”
Lynn Melby, CAE, IOM
Melby, Cameron & Anderson

How to Drive
Conference Attendance &
Sponsor Revenues
Provided by Lynn Edwards, Proper Planning

It is becoming increasingly tougher to make money on conferences…
Increasing overhead, less revenue
More competition for educational resources and networking.
Generational challenges
Budget cuts by attendees & sponsors

So Why Do They Attend Your Conferences?
CONTENT is king.
Competition for content is tough – engage them.
Competitive Advantage
1:1, personal interaction
Peer-to-peer learning
Build their networks
Gain resources/meet partners/find solutions
Word of Mouth
Solve a problem!

Marketing, Marketing, Marketing!and did we mention, “MARKETING!”
Have a Strategic Marketing Plan
Engage in Creative Partnerships
Be Innovative in Both Your Message and Vehicles
Take an Integrated approach…use EVERY channel
(Print, Social, Email, Cross Promotion, Grassroots, etc.)
Provide Messaging that “sings”!

Driving Sponsorships
Wherever two or more are gathered…someone is willing to pay for access to that audience!
Provide better quality interactions
Unique messaging & branding opportunities
Showcase sponsors as a resource, content provider.
Plan for pre-event, onsite and post-event exposure.

Trends in Association Meetings

by sharonbsmith1 on Mar 30, 2011

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Trends in Association Meetings — Presentation Transcript