{"id":3130,"date":"2014-08-25T02:00:27","date_gmt":"2014-08-25T06:00:27","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=3130"},"modified":"2014-08-25T02:00:27","modified_gmt":"2014-08-25T06:00:27","slug":"power-live-events-shuttle-busses","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/power-live-events-shuttle-busses\/","title":{"rendered":"The Power of Live Events (and Shuttle Buses)"},"content":{"rendered":"<figure id=\"attachment_31\" aria-describedby=\"caption-attachment-31\" style=\"width: 100px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2012\/07\/Features-e1390339615618.jpg\"><img decoding=\"async\" class=\"wp-image-31 size-full\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2012\/07\/Features-e1390339615618.jpg\" alt=\"Hank Berkowitz\" width=\"100\" height=\"97\" \/><\/a><figcaption id=\"caption-attachment-31\" class=\"wp-caption-text\"><em>Hank Berkowitz, Association Adviser<\/em><\/figcaption><\/figure>\n<p style=\"color: #444444;\">As a triathlete and former marathon runner, I have a hard time rationalizing the shuttle bus when the walk between my hotel and the convention center is often faster and more pleasant when it\u2019s nice weather outside and heavy traffic on the streets. But nine times out of 10, the shuttle ends up being worth the wait.<br \/>\n<span style=\"font-weight: bold;\"><br \/>\n<\/span>I\u2019m not the most outgoing person in the world, but even when cabs are plentiful, I patiently wait in line for the shuttle, squeeze into a cramped seat with a random stranger and try not to spill my coffee on them or all the tchotchkes and brochures out of my over-stuffed tote bag. Why? Because the person sitting next to me could be the most powerful new connection I make all week. As rock legend Steven Tyler is fond of saying, &#8220;Life\u2019s a journey, not a destination.&#8221;<br \/>\n<span style=\"font-weight: bold;\"><br \/>\n<\/span>More on that in a minute.<\/p>\n<p style=\"color: #444444;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-2502\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" alt=\"Tweetables\" width=\"300\" height=\"65\" \/><\/p>\n<table style=\"color: #444444;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td>\n<ul>\n<li><a style=\"color: #333333;\" href=\"http:\/\/ctt.ec\/df3EO\" target=\"_blank\" rel=\"noopener noreferrer\">Well-run live events are still one of the most powerful ways that association professionals can network, learn and share ideas.<img decoding=\"async\" style=\"padding: none; border: none; background-color: #ffffff;\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/08\/LilTweetablesSmall.png\" alt=\"Tweet: Well-run live events are still one of the most powerful ways that association professionals can network, learn and share ideas.\" \/><\/a><\/li>\n<\/ul>\n<ul>\n<li>Some of the best connections you\u2019ll make at a show are not always in the obvious places.<\/li>\n<\/ul>\n<ul>\n<li>Show organizers must realize how much time and dollar pressure their attendees are under. Attendees come better organized and more focused than ever before and expect you to do the same.<\/li>\n<\/ul>\n<ul>\n<li>Social, mobile, video and virtual should be considered enhancements to your show\u2014not competition.<\/li>\n<\/ul>\n<p>&nbsp;<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<figure id=\"attachment_2734\" aria-describedby=\"caption-attachment-2734\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-2734\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/04\/Jolley-Trolley-2.jpg\" alt=\"Jolley Trolley\" width=\"600\" height=\"399\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/04\/Jolley-Trolley-2.jpg 960w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/04\/Jolley-Trolley-2-300x200.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/04\/Jolley-Trolley-2-768x511.jpg 768w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><figcaption id=\"caption-attachment-2734\" class=\"wp-caption-text\"><em>Hold events in city centers where walking is feasible or where public transportation is readily accessible.<\/em><\/figcaption><\/figure>\n<p style=\"color: #444444;\">Even with travel budgets slashed and time out of the office more guarded than ever, industry trade shows and conventions continue to draw attendees and exhibitors at levels we haven\u2019t seen since before the great recession and the General Services Administration scandal.<\/p>\n<p style=\"color: #444444;\">Case in point. Last week\u2019s\u00a0<a href=\"http:\/\/www.asaecenter.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">American Society of Association Executives (ASAE)<\/a>\u00a0Annual Meeting and Expo in Nashville\u2014the Super Bowl of association gatherings\u2014attracted nearly 6,000 attendees and over 700 exhibit booths, its highest totals since 2007.<\/p>\n<p style=\"color: #444444;\">&#8220;Technology, video and virtual attendance. All that is additive\u2014not a replacement for the power of face to face,&#8221; said ASAE President John Graham.<\/p>\n<p style=\"color: #444444;\"><span style=\"font-style: italic;\">See\u00a0our leadership profile\u00a0in today\u2019s issue for our exclusive interview with John Graham.<\/span><\/p>\n<p style=\"color: #444444;\">So while the random stranger sitting next to you may be from a completely different industry, and from a completely different part of the world, you\u2019re both here for a reason and likely to find some common ground or shared experiences. If not, the ride\u2019s only a few minutes. It\u2019s not like being trapped next to a banal chatterbox on a cross-country flight.<\/p>\n<p>As our\u00a0<a href=\"http:\/\/www.naylor.com\/benchmarking\" target=\"_blank\" rel=\"noopener noreferrer\">annual association communication benchmarking study<\/a>\u00a0recently revealed, live events continue to score higher in perceived value (4.68 out of 5) than any of two-dozen other commonly used association communication channels. That\u2019s been the case every year since 2010 when live events scored 4.3 out of 5. It\u2019s even more impressive since nearly 70 percent of the 1,031 respondents to this year\u2019s study offer (or plan to offer) virtual attendance options for their live events<br \/>\n<span style=\"font-weight: bold;\"><br \/>\n10 ways that associations events are better than they used to be<\/span><\/p>\n<p>Professional education, peer-to-peer networking and best practices for membership development, non-dues revenue programs and all things digital, continue to be the most sought after topics at events that my peers and I attend these days. But several important trends we\u2019re noticing to accommodate time-pressed attendees.<\/p>\n<p style=\"color: #444444;\">1. Exhibit hall hours are compressed. Instead of sparsely attended day long affairs, they\u2019re densely attended and open primarily when learning sessions and social events are not taking place.<\/p>\n<p style=\"color: #444444;\">2. Learning sessions are being compressed into shorter segments of 60 minutes, 30 minutes or even 15 minutes bite-sized sessions\u2014not several hours long with multiple breaks (and yawns).<\/p>\n<p style=\"color: #444444;\">3. The majority of presenters are actually putting their (finished) presentations online well before the conference start date\u2014some start asking audience members in advance what they hope to have covered before the session actually starts.<\/p>\n<p style=\"color: #444444;\">4. More and more events are going paperless. According to our research, 35 percent of associations now offer mobile conference apps.<\/p>\n<p style=\"color: #444444;\">5. More and more events are compressed into single-day &#8220;fly-ins&#8221; or multiple day conferences that start on weekends to minimize time out of the office.<\/p>\n<p style=\"color: #444444;\">6. More events are using apps to capture attendee satisfaction in real-time\u2014everything from evaluations of airport shuttle service, to convention center food, to check-in efficiency to quality of presentations.<\/p>\n<p style=\"color: #444444;\">7. Buyers and sellers are being deliberately matched with each other via pre-conference matching services or through formal buyer\/seller exchange events.<\/p>\n<p style=\"color: #444444;\">8. Registrants treat their attendance as a privilege, not a right in these cost-conscious times. They\u2019re capturing and tweeting key learnings (and asking questions) not only for themselves, but for their peers back at the office who couldn\u2019t make the trip.<\/p>\n<p style=\"color: #444444;\">9. Sessions and events are being designed by (and for) young professionals\u2014our research shows 26 percent of associations are using social media to drive attendance to live events.<\/p>\n<p style=\"color: #444444;\">10. Event organizers are asking (listening to) what sponsors tell them\u2014our research shows 53 percent of associations now ask sponsors directly if they\u2019re getting the ROI they expect from them and 60 percent incorporate that feedback into their pricing.<\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">Key insights from the ASAE annual conference that you probably wouldn\u2019t have learned five to ten years ago:<\/span><\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">Better organizational chemistry<\/span><\/p>\n<p>The modern workplace\u2014whether for-profit or NFP\u2014is made up of givers and takers according to\u00a0<a href=\"http:\/\/mgmt.wharton.upenn.edu\/profile\/1323\/\" target=\"_blank\" rel=\"noopener noreferrer\">Adam Grant<\/a>, Wharton Business School professor and author of\u00a0<span style=\"font-style: italic;\">Give and Take: Why Helping Others Drives Our Success.\u00a0<\/span>Ideally, you want as many givers in your organization as possible because they\u2019re not only selfless team players, but when others see givers rewarded, they tend to become givers as well. Takers are the opposite. They take advantage of others, whether it\u2019s personal credit for team success or assigning blame all around when it\u2019s the taker\u2019s own fault. They take favors (or information) without returning in kind and don\u2019t think twice about throwing co-workers and rivals under the bus.<\/p>\n<p style=\"color: #444444;\">Obviously, you don\u2019t want a lot of takers on hand, but here\u2019s the kicker\u2014the majority of takers are people who used to be givers or matchers, but got burned too many times. The answer? Check references carefully during interviews\u2014not just the candidate\u2019s supervisor, but peers and direct reports, too. Keep track of &#8220;I&#8221; vs. &#8220;we&#8221; references during interviews and foster a culture in which it\u2019s OK, even encouraged to ask for help and build &#8220;reciprocity rings&#8221; in which groups of eight to 10 people from cross-functional teams are brought together regularly to help each other out. Each person, suggests Grant, should bring a problem to the meetings that they can\u2019t solve on their own.<\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">Sponsorship and non-dues-revenue<br \/>\n<\/span><\/p>\n<p style=\"color: #444444;\">When it comes to sponsorship, take a page from the sports world and build year round engagement programs with original content\u2014not just single event sponsorships, advised Elizabeth Warren of\u00a0<a href=\"http:\/\/www.kiwanis.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kiwanis International<\/a>. Also, ditch the traditional gold\/silver\/bronze sponsorship tiers. Warren said you really have to go out and talk to potential sponsors, understand what their business needs are, and customize a program that meets their business objectives by &#8220;bundling all of your association\u2019s assets.&#8221;<\/p>\n<p style=\"color: #444444;\">Jennifer Williams of the\u00a0<a href=\"http:\/\/www.retailing.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Electronic Retailing Association<\/a>\u00a0agreed, saying &#8220;you really need to listen for what their pain points are&#8221; and if a deal is consummated, make sure the program fits within your organization\u2019s mission.<\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">Pricing<\/span><\/p>\n<p>Rafi Mohammed, renowned pricing consultant and author of <em><a href=\"http:\/\/www.pricingforprofit.com\/rafi-mohammed\" target=\"_blank\" rel=\"noopener noreferrer\">The 1% Windfall<\/a><\/em>\u00a0said too many associations fall into the trap of setting a price that\u2019s simply designed to cover the cost of the event\u2014say $10,000 to sponsor a lunch because that\u2019s what it cost us. Instead, you need to develop a value-based price that takes into account the &#8220;next-best alternative.&#8221; In other words, where else can a member go to get the same member benefit you\u2019re offering? Don\u2019t just think about rival associations, but Amazon, Google, your industry partners and LinkedIn.<\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">For a more innovative workforce<\/span><\/p>\n<p style=\"color: #444444;\">Protect your quiet time, advised Paula Stefan Moeller from the\u00a0<a href=\"http:\/\/camtonline.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Conference for the Advancement of Mathematics Teaching<\/a>. Figure out when you tend to be most creative [time of day or day of week]. Set that time aside for problem solving and leverage that time. She also said you should allow yourself time to sleep on something&#8221; if you\u2019re not 100 percent confident about your decision and sometimes it\u2019s best to ignore arbitrary deadlines: &#8220;Let the solution come to you whenever that inspiration hits.&#8221;<\/p>\n<p style=\"color: #444444;\">Tracy Petrillo, chief learning officer\u00a0of\u00a0the IT education association\u00a0<a href=\"http:\/\/www.educause.edu\/\" target=\"_blank\" rel=\"noopener noreferrer\">EDUCASUE<\/a>, said you can\u2019t be a high performing organization when you have job descriptions that are five to ten years old. You need to update your job descriptions and organizational charts constantly. If there are mismatches between the job functions you have and the skills you need, then you have to get those people up to speed. In response to the question: &#8220;What if we train those people and then they leave?&#8221; Petrillo said the bigger concern is &#8220;what if we don\u2019t train those people and they stay.&#8221;<\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">Lessons learned from the bus<\/span><\/p>\n<p style=\"color: #444444;\">Here are some key takeaways from my random 15-minute conversations with fellow shuttle bus riders:<\/p>\n<ul style=\"color: #444444;\">\n<li>Everyone should spend some time in customer\/member service according to Shannon Atkinson of LaGrange, GA-based\u00a0<a href=\"http:\/\/www.associationservicesgroup.net\/\" target=\"_blank\" rel=\"noopener noreferrer\">Association Services Group<\/a>. &#8220;The phone is not allowed to ring more than three times without being answered during normal business hours. It\u2019s so important to speak live to your members. If you take the time to listen, they\u2019ll tell you so much more than just the specific question that\u2019s on their mind.&#8221;<\/li>\n<\/ul>\n<ul style=\"color: #444444;\">\n<li>Associations are extremely lax about their social media policies, procedures and ownership, said Gail (not her real name) an intellectual property attorney from the D.C. area. &#8220;They don\u2019t realize how much liability they\u2019re exposing themselves to and they don\u2019t realize the value of the assets they\u2019re creating.&#8221;<\/li>\n<\/ul>\n<ul style=\"color: #444444;\">\n<li>Many still crave the print version of the membership directory, said Nick Oliver, executive director of the\u00a0<a href=\"http:\/\/www.riphc.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rhode Island Partnership for Home Care<\/a>. &#8220;You can\u2019t beat the thump factor&#8221; for constantly reminding them why they pay their dues.<\/li>\n<\/ul>\n<ul style=\"color: #444444;\">\n<li>Jay Iverson, executive officer of the\u00a0<a href=\"http:\/\/hbaiowa.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Home Builders Association of Iowa<\/a>, said the building industry is not back to pre-recession levels in his state, but it\u2019s certainly getting closer. So is membership following suit? &#8220;Not really, but that\u2019s OK,&#8221; Iverson said. In this kind of economy &#8220;we\u2019ve weeded out the pretenders, the non-engaged members, and have a much better quality of membership.&#8221;<\/li>\n<\/ul>\n<ul style=\"color: #444444;\">\n<li>In convention centers from South Florida to Winnipeg, Canada, the air conditioning will always be too cold\u2014men and women notice it equally but only one gender tends to verbalize their discomfort (or pack sweaters to summer time conferences).<\/li>\n<\/ul>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">Conclusion<\/span><\/p>\n<p style=\"color: #444444;\">Debra Zabloudil of\u00a0<a href=\"http:\/\/learningstudio.biz\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Learning Studio, Inc<\/a>. said you have to keep looking outside your industry for both opportunities and competitive threats that could be happening on the fringe. &#8220;The minute you stop keeping your eyes open is the minute you\u2019re going to get blindsided.&#8221; Same goes for the shuttle bus. Don\u2019t take the first open seat that comes along. Walk down the aisle and sit next to someone who\u2019s obviously of a different age, gender and body type from you. You might be surprised what you\u2019ll learn\u2014or what you have in common.<\/p>\n<p>As rocker Steven Tyler quipped, &#8220;<a title=\"view quote\" href=\"http:\/\/www.brainyquote.com\/quotes\/quotes\/s\/steventyle456743.html\"><span lang=\"EN\">maybe life is random, but I doubt it.<\/span><\/a><span lang=\"EN\">&#8220;<\/span><\/p>\n<p style=\"color: #444444;\"><span lang=\"EN\">\u00a0<\/span><\/p>\n<p style=\"color: #444444;\"><a href=\"mailto:hankberk@optonline.net?subject=November%20Association%20Adviser%20lead%20story\"><span style=\"font-style: italic;\">Hank Berkowitz<\/span><\/a><span style=\"font-style: italic;\">\u00a0is the moderator-in-chief of\u00a0<\/span>Association Adviser eNews.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why you should always go in person and share a ride. Plus, ten ways association events are better than they used to be. <\/p>\n","protected":false},"author":24,"featured_media":31,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,31],"tags":[219,532,50,533,534],"class_list":["post-3130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","category-features","tag-asae-annual","tag-association-events","tag-events","tag-face-to-face","tag-shuttles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Power of Live Events (and Shuttle Buses) - Association Adviser<\/title>\n<meta name=\"description\" content=\"Why you should always go in person and share a ride. 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