{"id":5975,"date":"2016-05-27T15:28:20","date_gmt":"2016-05-27T15:28:20","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=5975"},"modified":"2019-11-06T17:09:37","modified_gmt":"2019-11-06T17:09:37","slug":"live-events-stronger-than-ever","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/live-events-stronger-than-ever\/","title":{"rendered":"Live Events Stronger Than Ever"},"content":{"rendered":"
\"Hank
Hank Berkowitz, Association Adviser<\/em><\/figcaption><\/figure>\n

But, our research shows event organizers continue to feel stressed as last-minute commitments rise.<\/em>
\n<\/strong><\/p>\n

You never know unless you go. For the sixth year in a row, our Association Communication Benchmarking study found that live events remain the most highly-rated member communication channel\u2014by far\u2014out of more than two-dozen studied.<\/p>\n

\"Print\"<\/p>\n

 <\/p>\n

Gregor Gomory<\/strong>, a business development leader for Naylor\u2019s Global Exchange Events division, said he\u2019s not surprised: \u201cThere\u2019s no better way to engage with members than through a live event. It\u2019s a perfect opportunity for people to see your association at its best and to reinforce its value to members. \u2018This is why we\u2019re here for you.\u2019 It\u2019s a great venue for reinforcing your brand and your value proposition.\u201d<\/p>\n

\"Print\"<\/p>\n

<\/h3>\n

As shown above, at least three in four respondents to our annual association communication benchmarking study<\/a> cited face to face interaction at live events and annual meetings as the best ways to take the pulse of member needs. An additional two-thirds of respondents cited member satisfaction surveys or member service calls\/online interaction. Roughly two in five cited social media or the association website. Less than one in four respondents mentioned traditional focus groups, webinars, telephone surveys, insta polls or the Net Promoter Score.
\n
\n<\/strong>Gomory agreed that live events are an ideal place to get \u201cmeaningful, no-holds barred feedback from your members,\u201d and as Roger Dow, <\/strong>president and CEO of the U.S. Travel Association<\/a> (ASTA) explains in his recent column for us<\/a>, <\/em>\u201cthere\u2019s no technology that can replace a handshake.\u201d<\/p>\n

\"Tweetables\"<\/p>\n

Our research shows live events remain the No.1 member communication vehicle for associations.\u00a0\"RealLilTweetables\"<\/a><\/p>\n

More attendees and exhibitors are waiting until the last minute to commit.\u00a0\"RealLilTweetables\"<\/a><\/p>\n

Put yourselves in\u00a0attendees\u2019 shoes and ask, “What would wow us? What would make our experience better?”\u00a0\"RealLilTweetables\"<\/a><\/p>\n

Give new members and other first-time attendees a guided tour pre-event.\u00a0\"RealLilTweetables\"<\/a><\/p>\n

Tired of last minute registrations? Tap into members\u2019 FOMO (Fear of Missing Out)\u00a0\"RealLilTweetables\"<\/a><\/p>\n

Live events still resonate in a social, tech driven world <\/strong><\/h3>\n

John Gallagher, <\/strong>group vice president, Naylor Event Solutions, said that nothing will take the place of live events. \u201cEven in the techy worlds of comics and gaming, Comic Con and SXSW still continue to be monster events,” he said. “The more industrial trade shows still whir with machines and manufacturing. One of the largest reasons to attend, above wanting to kick the tires on a new combine, is networking. Peer to peer interaction is a driving force and face to face networking will never be replaced by online [communication tools].\u201d<\/p>\n

Roger Rickard, <\/strong>founder of Voices in Advocacy told Sarah Sain in the May 31\u00a0issue<\/a> that \u201cface to face meetings build relationships the way technology can\u2019t. They create a shared sense of mission and purpose, while creating camaraderie that builds success.\u201d<\/p>\n

According to Gomory, <\/strong>technology doesn\u2019t change the fact that there\u2019s no substitute for (in person) face time. \u201cWhen you\u2019re interacting with someone at an event, there\u2019s no phone, email or administrative assistant to distract them.\u00a0 It\u2019s a vastly superior experience to even group Skype calls.\u201d<\/p>\n

Angela Kisskeys<\/strong>, Marketing\u00a0 and Communications, Associations North<\/a> (formerly MSAE) agreed. \u201cLive events provide a platform to create\u00a0a deeper connection. They provide us a much needed break from the\u00a0constant\u00a0tech driven communication vehicles.\u201d<\/p>\n

Jodi Ray<\/strong>, director of business development for cloud-based learning solutions provider Blue Sky eLearn<\/a> agreed with our other experts that learning-based networking opportunities are an important part of live events\u2019 appeal.\u00a0 \u201cI was just at a conference in which\u00a0 attendees, who were sitting at round tables, were encouraged to have group discussions with each other, apply the learning the just received to bring it home.\u201d<\/p>\n

This is especially important for government employees, a key cohort for many associations, who are increasingly seeing their travel budgets cut. Citing a Meetings Mean Business survey, USTA\u2019s Dow writes that 92 percent of federal employees believe that attending live events helps them do their jobs better<\/a>.<\/p>\n

Patrick Leclerc, <\/strong>President & CEO of the Canadian Urban Transit Association<\/a> (CUTA) concurred. \u201cA few years ago we shifted to having more roundtables and discussions instead of just delivering content in a session with three panelists at the front. The feedback from members about this new format has been very good. They really want to learn from their peers as well as from the experts. We know that conferences are a great place to network, but there needs to be a takeaway. You need to approach conferences as a learning opportunity, not just as a networking opportunity. When I go around the country to meet with members, I ask them what their top priorities are, what are your key challenges and how can we help you achieve your business goals? That\u2019s where the roundtable ideas come from.\u201d
\n<\/strong><\/p>\n

New wrinkles found on the live event scene
\n<\/strong><\/h3>\n

Kisskeys<\/strong> said Associations North has experimented with \u201copen concept\u201d\u2019 tradeshow and session layouts, as well as \u201cno pipe and drape\u201d shows, unique settings to provide for memorable experiences. \u201cWe try to put ourselves in\u00a0attendees\u2019 shoes and ask, \u2018What would wow us? What would make our experience better?\u2019”\u00a0said Kisskeys.<\/p>\n

Naylor\u2019s Gallagher<\/strong> said he experienced a very interesting session at the National Association of Music Merchants<\/a> (NAMM) show in Nashville. \u201cIt\u2019s a very noisy event by its nature, yet they were able to hold learning sessions with Q&A right on the show floor by giving audience members headphones to hear the panelists who had mics and headphones.\u201d Gallagher said he was further impressed because the in-hall learning sessions drew crowds of people curious to view what appeared to be a \u201csilent\u201d session.<\/p>\n

Event numbers are up, but so are last minute commitments<\/strong><\/h3>\n

While associations reported steady increases in their events business over the past three years, nearly two in five (38\u00a0percent) have experienced a noticeable increase in last minute registrations and exhibit bookings.<\/p>\n

\"Print\"<\/em><\/strong>
\nGallagher said that while it\u2019s true registrations are coming in later and later, if you\u2019re following best practices, there\u2019s no need to worry. \u201cIncentives to register earlier are good and some shows will not let hotel rooms be booked without registering first. That\u2019s one way to ensure attendance.\u201d However, he said new, first-time events are much scarier now.. \u201cIt\u2019s really a roll of the dice until you get close to the event. By that time, you are usually fully committed cost-wise,\u201d said Gallagher.
\n
\n<\/strong>\u201cThat\u2019s the nature of the beast,\u201d said Gomory. \u201cWe\u2019re used to it,” he said. “However, we have an advantage in that space at our [buyer-seller exchange events] is limited. When we reach our cap, we close off registrations.\u201d<\/p>\n

Kisskeys<\/strong> said Associations North offers incentives to register early (lower rate, access, a chance to win a prize). \u201cWe have also held firm in our cancellation policies as last minute changes and cancellations are difficult [for organizers] before an event. Late registrations mean your association should be doing more to encourage early sign up.\u201d<\/p>\n

As noted in the May episode of Association Adviser TV<\/a>, consider offering potential attendees a sneak preview of an upcoming session or show a short video clip or graphic of what they\u2019ll experience at your event.<\/p>\n

Also, play into their FOMO (Fear of Missing Out).\u00a0Randy Fiser<\/strong>, CEO of the American Society of Interior Designers says ASID uses a number of different mechanisms to play on members\u2019 FOMO. \u201cWe are always watching the marketplace for really<\/em> effective speakers. We are always looking to our members to suggest people that they come in contact with.\u201d<\/p>\n

How to increase repeat attendees <\/strong><\/h3>\n

Kisskeys<\/strong> said that pre- and post-event engagement is crucial. \u201cHype the event before. Encourage the use of social media, sharing and connecting to create excitement. After the event, share highlights and get attendees talking about the event. Photos are always a great way to share your story. Talking about the event frequently keeps\u00a0the\u00a0buzz alive.\u201d<\/p>\n

Gallagher<\/strong> suggested rewarding repeat exhibitors and attendees for their loyalty. \u201cAny kind of recognition works, whether it\u2019s a direct discount or an added value.\u201d He also cited the importance of surveying attendees and exhibitors. \u201cQuite often the reasons associations think people attend or exhibit are very different from the actual reasons. If you really listening to the feedback attendees share with you, you need to act on it promptly.\u201d Kisskeys agreed that, \u201cattendees\u00a0and exhibitors will come back if they saw value, had a great experience and felt a connection.\u201d<\/p>\n

Global Exchange Events\u2019 Gomory<\/strong> said his group faces the opposite challenge. \u201cWe\u2019re always striving to bring new blood (buyers) in to our exchange events. We want the suppliers to be repeat attendees, however. For traditional event planners seeking to improve their repeat attendance, Gomory recommended focusing on keeping attendees continuously engaged with the event via networking, entertainment, meals, etc., and not let them wander off.\u201d He also suggested \u201cstriking while the iron is hot\u201d when it comes to on-site registrations for the following year\u2019s event.
\n<\/strong><\/p>\n

Encouraging NextGen to attend<\/strong><\/h3>\n

During our Corner Office<\/a> interview with Patrick Leclerc,<\/strong> we asked about the use of a photo of a young woman holding a microphone on the registration page for CUTA\u2019s recent annual spring conference Transforming Transit<\/a>. <\/strong><\/p>\n

\"Giving
“We don\u2019t very often give Millennials the mic and ask them directly, what\u2019s important to you in life? What do you expect in the workplace? How do you move around your community and what do want your community to look like? That\u2019s what attendees and policy makers need to hear,” said Patrick Leclerc on how CUTA is updating their live events.<\/em><\/figcaption><\/figure>\n

\u201cYes, that was by design,\u201d said Leclerc<\/strong>. \u201cWe\u2019re not just focused on the next generation of transit, but on the next generation of customers and the next generation of workers. We don\u2019t very often give Millennials the mic and ask them directly, what\u2019s important to you in life? What do you expect in the workplace?\u00a0 How do you move around your community and what do want your community to look like? That\u2019s what attendees and policy makers need to hear.
\n
\n<\/strong>As noted in this month\u2019s episode of Association Adviser TV<\/a>, you can encourage younger members to attend by offering entertainment they relate to, plus gamification and by providing student discounts among other perks.\u00a0Fiser<\/strong> said that before a live event, ASID gives young members a guided tour of the trade show \u201cso they can experience from a seasoned professional what they should be looking for in their conversations with vendors in the showcase.\u201d<\/p>\n

Bringing the events to attendees<\/strong><\/h3>\n

Our annual research study found that 74 percent of associations believe social media is important for building awareness of live events and 39 percent believe it\u2019s important for keeping non-attendees up to date about what\u2019s happening at the live event. We also learned that half of associations that responded (52\u00a0percent) agree that it\u2019s import to capture video at their live events.<\/p>\n

Blue Sky\u2019s Jodi Ray,<\/strong> said her company helped the Tax Executives Institute (TEI) stream two recent live events simultaneously. Live attendees in a Washington, DC venue were able to watch presentations and Q&A sessions from another TEI live event in a New York City venue\u2014and vice versa. \u201cIt was like passing the microphone back and forth and experiencing the best of both [events] in person,\u201d remarked Ray.<\/p>\n

Another spin on the hybrid event notion is to use remote presenters for a live event. Ray said Blue Sky helped a large scientific organization, which had many government members who are often constrained by travel restrictions, present their informational posters virtually to a conference they couldn\u2019t attend. Attendees could walk up to a webcam and the presenter would discuss the contents with them. Two dozen short, but high impact presentations, were successful conducted this way, said Ray.<\/p>\n

Leclerc <\/strong>said that when associations are planning a conference, they must enable attendees to network in a more sophisticated manner. You want them to maximize the chance of meet someone who has a solution to their problem or vice versa, instead of randomly being in a room and hoping to find someone with whom you have something in common.<\/p>\n

Conclusion
\n<\/strong><\/h3>\n

Of course chance encounters can be some of the most valuable connections you\u2019ll make at an event\u2014encounters that never would have occurred if you had not attended the event in person. Gomory recalled after one show, the shared car he was riding to the airport broke down in heavy traffic. During the 90-minute delay, two attendees, who had never met before, hammered out a multimillion dollar deal in the seat behind him.\u00a0 For more examples, see my 2014 piece explaining why you should always take the shuttle bus<\/a>.<\/p>\n

Maybe Woody Allen, the dark comic filmmaker was right when he said, \u201c90 percent of life is showing up.\u201d<\/p>\n

 <\/p>\n

Hank Berkowitz is the editor-in-chief of<\/em> Association Adviser.<\/p>\n","protected":false},"excerpt":{"rendered":"

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