Growing Annual Meeting Attendance in     a Challenging Environment             GCSAE Meeting | May 10, 2012
It is not about You…It’s about your attendees!        GCSAE Meeting | May 10, 2012
Ideas to Grow AttendanceNo Brainer/Do Now   Luv!/Need Help                 Great/Won’t Happen1._____________     1._______...
Membershipchanges. Shouldn’t your marketing?                    GCSAE Meeting | May 10, 2012
Key Changes1. How and when we   talk to attendees2. Expanded   conversations with   potential attendees3. Better ties to o...
Key Changes4. Provided better   consistency of   messages5. Enhanced the event   experience6. Told a better story         ...
GCSAE Meeting | May 10, 2012
GCSAE Meeting | May 10, 2012
Great communication is like a great first date– don’t monopolize the conversation.        How great to not        hear spo...
How and When  GCSAE Meeting | May 10, 2012
How and When• State benefits  instead of features  – We vs. You  – So What?                 GCSAE Meeting | May 10, 2012
GCSAE Meeting | May 10, 2012
How and When• Showcase photos  and quotes in  marketing       “The cap swap was       great! I love meeting       new peop...
How and When• Review marketing and promotions timeline  – Market your show year-round!                                    ...
Expanded Conversations• Use  demographics  to target  market                 GCSAE Meeting | May 10, 2012
Expanded Conversations       GCSAE Meeting | May 10, 2012
Ties with OthersWhere else do you promote your event inyour association?                 GCSAE Meeting | May 10, 2012
Ties with Others• Membership renewal• Your magazine  or newsletter• All!               GCSAE Meeting | May 10, 2012
Ties with Others• Special event• Your digital magazine  or e-newsletter• All!                  GCSAE Meeting | May 10, 2012
Ties with Others• Vendors               GCSAE Meeting | May 10, 2012
Better Consistency• Clear, timely, and  relevant                   GCSAE Meeting | May 10, 2012
Better Consistency    GCSAE Meeting | May 10, 2012
Better Consistency                    • Call to action                          – Urgent                            (if ap...
Better Consistency• Targeting          GCSAE Meeting | May 10, 2012
Better Consistency    GCSAE Meeting | May 10, 2012
Know Your AudienceGCSAE Meeting | May 10, 2012
Event ExperienceCapitalize on the great on-site experience!               GCSAE Meeting | May 10, 2012
Event Experience• Involve staff and members to help make  improvements                 GCSAE Meeting | May 10, 2012
Event Experience• Make a connection                GCSAE Meeting | May 10, 2012
GCSAE Meeting | May 10, 2012
Event Experience• Make a connection  – Volunteers  – New members, lone attendees,    first-timers  – Receptions           ...
GCSAE Meeting | May 10, 2012
Event ExperienceReceptions bringtogether oldfriends!Help the newbiesconnect too.                   GCSAE Meeting | May 10,...
Event Experience• Involve your Exhibitors                  GCSAE Meeting | May 10, 2012
Event Experience• Use strong  testimonials                 GCSAE Meeting | May 10, 2012
Event Experience                        “(The MIA was) able to get us full                        access to a variety of f...
How do you    solicit quotes?        Interviews      Questionnaires    Committee Members       Your BoardThe Secret: Write...
Event Experience• Encourage, engage, and let go – Social Media!  – Facebook  – Twitter  – LinkedIn                 GCSAE M...
Event Experience– YouTube              http://youtu.be/v1WxG12mefk                 GCSAE Meeting | May 10, 2012
Event Experience• Interactive and  engaging  – Encourage    participation!                     GCSAE Meeting | May 10, 2012
Event ExperienceWhere are your attendees?• LinkedIn• Facebook• Twitter• Pinterest• Your private social networkHow else are...
Event Experience• New  mobile  site“The mobile site kept me up-to-dateabout where I should be and at what time.I could hav...
Event Experience• Social Media Hub                GCSAE Meeting | May 10, 2012
Event Experience                                  • Microsite   GCSAE Meeting | May 10, 2012
Event Experience   GCSAE Meeting | May 10, 2012
Tell a Better Story                              It is easy to forget                              that your volunteers   ...
Tell a Better Story Members are our story     GCSAE Meeting | May 10, 2012
Stories in Photos                GCSAE Meeting | May 10, 2012
GCSAE Meeting | May 10, 2012
GCSAE Meeting | May 10, 2012
GCSAE Meeting | May 10, 2012
GCSAE Meeting | May 10, 2012
GCSAE Meeting | May 10, 2012
Outcomes for last five years:         GCSAE Meeting | May 10, 2012
It’s about them…   GCSAE Meeting | May 10, 2012
Thank You!                                 Resources to check out:Ron Rosenberg , Consultant                             S...
Do you have a                                 Seth Godin’s Blog                                      people strategy?     ...
Gcsae growing ann. mtg attendance in a challenging environment2
Gcsae growing ann. mtg attendance in a challenging environment2
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Gcsae growing ann. mtg attendance in a challenging environment2

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Learn ideas about how to grow attendance at your annual meeting or event. Wendy Holliday and Anne Mendenhall from the National Association of College Stores share ideas that they helped implement for their annual meeting and convention CAMEX (Campus Market Expo).

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Gcsae growing ann. mtg attendance in a challenging environment2

  1. 1. Growing Annual Meeting Attendance in a Challenging Environment GCSAE Meeting | May 10, 2012
  2. 2. It is not about You…It’s about your attendees! GCSAE Meeting | May 10, 2012
  3. 3. Ideas to Grow AttendanceNo Brainer/Do Now Luv!/Need Help Great/Won’t Happen1._____________ 1._____________ 1.____________________________ _______________ _______________2._____________ 2._____________ 2.____________________________ _______________ _______________3._____________ 3._____________ 3.____________________________ _______________ ______________________________ _______________ ______________________________ _______________ ______________________________ _______________ ______________________________ _______________ ______________________________ _______________ ______________________________ _______________ _______________ GCSAE Meeting | May 10, 2012
  4. 4. Membershipchanges. Shouldn’t your marketing? GCSAE Meeting | May 10, 2012
  5. 5. Key Changes1. How and when we talk to attendees2. Expanded conversations with potential attendees3. Better ties to other NACS departments GCSAE Meeting | May 10, 2012
  6. 6. Key Changes4. Provided better consistency of messages5. Enhanced the event experience6. Told a better story GCSAE Meeting | May 10, 2012
  7. 7. GCSAE Meeting | May 10, 2012
  8. 8. GCSAE Meeting | May 10, 2012
  9. 9. Great communication is like a great first date– don’t monopolize the conversation. How great to not hear sports stories all night I love that she listens. GCSAE Meeting | May 10, 2012
  10. 10. How and When GCSAE Meeting | May 10, 2012
  11. 11. How and When• State benefits instead of features – We vs. You – So What? GCSAE Meeting | May 10, 2012
  12. 12. GCSAE Meeting | May 10, 2012
  13. 13. How and When• Showcase photos and quotes in marketing “The cap swap was great! I love meeting new people and sharing stories about our school!” GCSAE Meeting | May 10, 2012
  14. 14. How and When• Review marketing and promotions timeline – Market your show year-round! From Designboom.com on Pinterest GCSAE Meeting | May 10, 2012
  15. 15. Expanded Conversations• Use demographics to target market GCSAE Meeting | May 10, 2012
  16. 16. Expanded Conversations GCSAE Meeting | May 10, 2012
  17. 17. Ties with OthersWhere else do you promote your event inyour association? GCSAE Meeting | May 10, 2012
  18. 18. Ties with Others• Membership renewal• Your magazine or newsletter• All! GCSAE Meeting | May 10, 2012
  19. 19. Ties with Others• Special event• Your digital magazine or e-newsletter• All! GCSAE Meeting | May 10, 2012
  20. 20. Ties with Others• Vendors GCSAE Meeting | May 10, 2012
  21. 21. Better Consistency• Clear, timely, and relevant GCSAE Meeting | May 10, 2012
  22. 22. Better Consistency GCSAE Meeting | May 10, 2012
  23. 23. Better Consistency • Call to action – Urgent (if appropriate) – Easy GCSAE Meeting | May 10, 2012
  24. 24. Better Consistency• Targeting GCSAE Meeting | May 10, 2012
  25. 25. Better Consistency GCSAE Meeting | May 10, 2012
  26. 26. Know Your AudienceGCSAE Meeting | May 10, 2012
  27. 27. Event ExperienceCapitalize on the great on-site experience! GCSAE Meeting | May 10, 2012
  28. 28. Event Experience• Involve staff and members to help make improvements GCSAE Meeting | May 10, 2012
  29. 29. Event Experience• Make a connection GCSAE Meeting | May 10, 2012
  30. 30. GCSAE Meeting | May 10, 2012
  31. 31. Event Experience• Make a connection – Volunteers – New members, lone attendees, first-timers – Receptions GCSAE Meeting | May 10, 2012
  32. 32. GCSAE Meeting | May 10, 2012
  33. 33. Event ExperienceReceptions bringtogether oldfriends!Help the newbiesconnect too. GCSAE Meeting | May 10, 2012
  34. 34. Event Experience• Involve your Exhibitors GCSAE Meeting | May 10, 2012
  35. 35. Event Experience• Use strong testimonials GCSAE Meeting | May 10, 2012
  36. 36. Event Experience “(The MIA was) able to get us full access to a variety of facilities on this tour that normally would not have been possible. The atmosphere fostered comradery and networking with others in the industry.” — David Castellucci, Kenneth Castellucci & Associates, Inc. GCSAE Meeting | May 10, 2012
  37. 37. How do you solicit quotes? Interviews Questionnaires Committee Members Your BoardThe Secret: Write it for them! GCSAE Meeting | May 10, 2012
  38. 38. Event Experience• Encourage, engage, and let go – Social Media! – Facebook – Twitter – LinkedIn GCSAE Meeting | May 10, 2012
  39. 39. Event Experience– YouTube http://youtu.be/v1WxG12mefk GCSAE Meeting | May 10, 2012
  40. 40. Event Experience• Interactive and engaging – Encourage participation! GCSAE Meeting | May 10, 2012
  41. 41. Event ExperienceWhere are your attendees?• LinkedIn• Facebook• Twitter• Pinterest• Your private social networkHow else are you engaging? 25 Ways To Use Social Media For Your Next Event GCSAE Meeting | May 10, 2012
  42. 42. Event Experience• New mobile site“The mobile site kept me up-to-dateabout where I should be and at what time.I could have managed without anything else.” CAMEX Survey Respondent GCSAE Meeting | May 10, 2012
  43. 43. Event Experience• Social Media Hub GCSAE Meeting | May 10, 2012
  44. 44. Event Experience • Microsite GCSAE Meeting | May 10, 2012
  45. 45. Event Experience GCSAE Meeting | May 10, 2012
  46. 46. Tell a Better Story It is easy to forget that your volunteers are people first. Membership and attendance at your event may be lower on their priority list. GCSAE Meeting | May 10, 2012
  47. 47. Tell a Better Story Members are our story GCSAE Meeting | May 10, 2012
  48. 48. Stories in Photos GCSAE Meeting | May 10, 2012
  49. 49. GCSAE Meeting | May 10, 2012
  50. 50. GCSAE Meeting | May 10, 2012
  51. 51. GCSAE Meeting | May 10, 2012
  52. 52. GCSAE Meeting | May 10, 2012
  53. 53. GCSAE Meeting | May 10, 2012
  54. 54. Outcomes for last five years: GCSAE Meeting | May 10, 2012
  55. 55. It’s about them… GCSAE Meeting | May 10, 2012
  56. 56. Thank You! Resources to check out:Ron Rosenberg , Consultant Seth GodinPresident, QualityTalk, Inc. Writer, Speaker, An Agent of Changeron.rosenberg@qualitytalk.com www.sethgodin.comwww.qualitytalk.com Seth’s BlogVelvet Chainsaw Consulting www.wordle.nethttp://jeffhurtblog.com/velvet-chainsaw/25 Ways To Use Social Media For Your Next Event Presentation to share: www.slideshare.net/NACSorg Contact info for questions/comments:Wendy Holliday Anne MendenhallVice President, Marketing and Member Services Director, Marketing CommunicationsNational Association of College Stores National Association of College StoresPh: (800) 622-7498, ext. 2303 Ph: (800) 622-7498, ext. 2479wholliday@nacs.org amendenhall@nacs.org GCSAE Meeting | May 10, 2012
  57. 57. Do you have a Seth Godin’s Blog people strategy? April 26, 2012 Hard to imagine a consultant or investor asking the CMO,Questions to ask about “So, whats your telephone strategy?”your Event Promotions: We dont have a telephone strategy. The telephone is a tool, a simple medium, and its only purpose is to connect us to1. Is the headline working? interested human beings.2. Is there a call to action with contact information? And then the Internet comes along and its mysterious and suddenly we need an email strategy and a social media3. Can you target the message to strategy and a web strategy and a mobile strategy. key groups? No, we dont.4. Is there a testimonial?5. Are you using member and Its still people. We still have one and only one thing that event photos instead of stock matters, and its people. photos? All of these media are conduits, they are tools that human6. Are you trying to do too much beings use to waste time or communicate or calculate or in one piece? engage or learn. Behind each of the tools is a person. Do you have a story to tell that person? An engagement or a benefit7. Is there too much about you? to offer them?8. What does your attendee want to hear/see? Figure out the people part and the technology gets a whole lot simpler. GCSAE Meeting | May 10, 2012

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