PCMA Power Chapter - Annual Meeting Improvement


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Tactics for measuring and improving association annual meeting results

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  • Dave
  • The 1st question that we ask in looking out is: how big could our annual meeting be? For that, we looked at it in 2 different ways. Here on the left, I looked up several other associations in which I found attendance information. And I graphed % of membership in attendance of their annual meeting. Then, I put the associations most similar to ours (in healthcare) and colored those blue. This gave us an idea of where we sort of “ranked.” Looks like HFMA’s meeting was very similar to many others in healthcare. Yes, we were last of that block of 4, but the difference was minor. This gives us hope that we CAN grow it – maybe not that much more – but there is room for growth. This chart really helped us frame our expectations. We aren’t going to get 15,000 people to our conference, but maybe we could grow it 20-25% - that is a reasonable target since others like us have done it. The other way to think about how big an annual meeting could be, is simply to ask: what if a certain number of members went every so often? That’s what you see in the chart on the right. What if 50% of our members went to our meeting every 2 years, that would make our annual meeting 8,000+! That would be huge. But we know the difficulties of that reality. This exercise just allows us to think about how big the meeting could be in another perspective.
  • Also benchmarked the effect location and price had on our attendance. How did each location draw locally? This are just more of the same. Provider vs. non-provider (in PCMA terms, this is professional or supplier), # of years in healthcare, and # of years as an HFMA member. We start to see that new folks are starting to come more frequently. One troublesome trend that I think we are all seeing in association world is that the average age of our members is slowly rising. I think the average HFMA member is 47. Pretty soon, these folks aren’t going to be members anymore… so, one encouraging graph that we had was that it seems that new members, who tend to be somewhat younger, are coming to this meeting. Overall, I’d say that our trends are pretty stable. There really wasn’t anything earth-shattering, which in some sense, is an insight in and of itself. We know that the attendees of this meeting are pretty stable – it doesn’t go up and down year after year, the profile we can probably guess within a % or two, but we would continue to watch the new members (marketing) Does this all make sense so far?
  • HFMA attendees are higher level. They love when they get new tools. Lots of speaker coaching. No consultants without provider by their side.
  • For attraction, need to engage the mind. For retention, need to engage both mind and heart
  • PCMA Power Chapter - Annual Meeting Improvement

    1. 1. Tactics for Annual Meeting Improvement in a Tough Economy Dave Lutz, CMP Velvet Chainsaw Consulting October 9, 2009
    2. 2. 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
    3. 3. Today’s Agenda Prioritization Tool 5 Measurement Examples 1 Retention & Loyalty Tactics 2 Attraction Tactics 3 Drastic Times/Drastic Measures 4
    4. 4. Performance – Attendance & Financials Attendance * Note: All numbers in this presentation are not actuals, but are realistic Profit*
    5. 5. 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 %
    6. 6. 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
    7. 7. Key Program Dissatisfiers <ul><li>Poor delivery and information too basic are the most common concerns at HFMA national educational events. </li></ul>
    8. 8. How do you measure retention? * Note: All numbers in this presentation are not actuals, but are realistic # Repeat Attendees per year
    9. 9. 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
    10. 10. How do you measure attraction? * Note: All numbers in this presentation are not actuals, but are realistic # 1 st Time Attendees By Year
    11. 11. 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
    12. 12. Is the Issue Retention or Attraction? Life is good! Ask for a raise. <ul><li>Too much repeat or stale education? </li></ul><ul><li>Either conference was “oversold” or it under performed. </li></ul><ul><li>Not attracting the right audience? </li></ul><ul><li>Location factor? </li></ul>Strong Attraction <ul><li>Not enough or not on-target marketing? Viral? </li></ul><ul><li>Target new demographic. </li></ul><ul><li>Consider incentives for 1 st timers or guarantee. </li></ul>Brush up the resume! Weak Attraction Strong Retention Weak Retention
    13. 13. 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
    14. 14. Areas of Strengths Highlighted by the Post-Meeting Survey
    15. 15. Short-term Thinking <ul><li>“ We can save our way to profitability.” </li></ul>
    16. 16. Retention – Accelerate Connections <ul><li>Networking on Steroids! </li></ul><ul><li>Social media groups </li></ul><ul><ul><li>White label - tagging </li></ul></ul><ul><li>First timers </li></ul><ul><li>Speed dating </li></ul><ul><li>Links to handouts & booths visited </li></ul>
    17. 17. Content is Huge! <ul><li>“ 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” </li></ul><ul><li>Seth Godin </li></ul>
    18. 18. <ul><li>User generated content rules! - Crowd sourcing </li></ul><ul><li>Call 4 papers vs. recruitment - coaching </li></ul><ul><li>Extending the event - Hybrid </li></ul><ul><li>Segmentation </li></ul><ul><li>Main Tent – Emotional + Unique </li></ul><ul><li>CEU’s </li></ul>Retention – Education Improvement Content is King!
    19. 19. Retention – Give lots of LOVE <ul><li>SHRM – ROCK </li></ul><ul><li>Staff & board engagement </li></ul><ul><li>In the spotlight - recognition </li></ul><ul><li>Easy to do business with </li></ul>
    20. 20. Attraction – Targeted & Wide Net <ul><li>“ Laser” Focus – marketing vs. promotion </li></ul><ul><li>Word of Mouth - Social networks </li></ul><ul><li>Give them a taste </li></ul><ul><li>Exhibitor/VIP invites </li></ul><ul><li>Co-location & partnerships </li></ul>
    21. 21. Attraction – Incentives <ul><li>Group discounts </li></ul><ul><li>Economic stimulus </li></ul><ul><li>Membership </li></ul><ul><li>Local day special </li></ul><ul><li>Students </li></ul><ul><li>Money back guarantee </li></ul>
    22. 22. Drastic Times/Drastic Measures <ul><li>Desirable location </li></ul><ul><li>Nice to have vs. must haves </li></ul><ul><li>Stop doing list </li></ul><ul><ul><li>Show daily </li></ul></ul><ul><ul><li>Annual dinner </li></ul></ul><ul><li>Will cuts be noticed? </li></ul><ul><li>Vendor advice </li></ul><ul><li>Switching costs </li></ul>
    23. 23. Prioritize ‘til it Hurts
    24. 24. Resources <ul><ul><li>http://Jeffhurtblog.com </li></ul></ul><ul><ul><li>www.principledinnovation.com/blog/ </li></ul></ul><ul><ul><li>www.Chrisbrogan.com </li></ul></ul><ul><ul><li>TSW Event Tech Blog </li></ul></ul><ul><ul><li>Velvet Chainsaw - VCInk </li></ul></ul>