Why the number of association meetings won’t rebound with the economy: consolidation. These execs know strength is in numbers, so they bet on expanding their reach by combining relative groups’ meetings to cut travel costs. Exhibit A: The Institute of Food Technologists and the Food Processing Suppliers Association will co-locate their annual expositions next year in Chicago. Other associations share programming, too.
This looks good to many speakers who like bigger audiences. This supersize does come at a price: experts who speak to promote their business could see fewer spin-off sales. Why? The audience is more diverse and not necessarily packed with decision makers.
You antidote: take control by inviting industry folks who need to see you. Best bets: clients who need to see you in a different light; those prospects who are sitting on the fence; folks you were looking for a reason to contact. For now, focus on quality of audience, not quantity.
Tags: associations, branding, Marketing, Speaking, Sponsorship, strategy, Vickie Sullivan