Posts Tagged ‘associations’
Tuesday, January 12th, 2010
Well, you’d think the world has come to an end. Sponsorship spending didn’t hit the slight increase IEG projected. Bottom line: spending was down less than one percent, shaving $100M from the marketplace. I am not crying in my beer about this.
Here’s why: big-ticket categories such as those sports packages got hit hard. Our neck of the woods (associations) increased almost three percent. Even with that increase though, results were mixed. Associations with year-round relationships did just fine with increased sponsorships. Those who sold events and piecemeal items didn’t get the deals.
IEG predicts a 3.4 percent increase in sponsorship spending for 2010. But that’s only for those who play by a new set of rules.
Tags: associations, branding, Marketing, Sponsorship, strategy, Vickie Sullivan
Posted in Marketing, Speaking, Sponsorship, branding, strategy | No Comments »
Thursday, November 19th, 2009
When meeting industry association SITE (Society of Incentives and Travel Executives) decided to rebrand, guess what word was left out? Incentives. Now known as lavish boondoggles. New buzzwords: motivational experiences and/or engagement programs.
Heads up: the same thing might happen to “motivational speakers.” I hear rumbling about not hiring “those motivational speakers” as opposed to those with more educational content. This unfortunate idea hasn’t gained much traction…yet.
The moral of the story: watch your labels.
Tags: associations, branding, Marketing, Speaking, strategy, Vickie Sullivan
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Tuesday, November 17th, 2009
Interesting study out last month on how associations use social networking. Omnipress surveyed 325 associations and learned this blinding flash of the obvious: the top objectives are to increase buzz and attendance for their meetings. What I found the most interesting: 35% of associations have custom-built social network systems. When you own the structure of social interactions, you own the community.
Prediction: larger associations will move in this direction and recruit smaller, related groups to spread out the cost. And they are going to need a steady stream of content to keep folks engaged in a more enclosed setting. Great starting place for anyone who wants to be famous in an industry.
Tags: associations, branding, communities, social networking, strategy, Vickie Sullivan
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Tuesday, September 22nd, 2009
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
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Tuesday, July 28th, 2009
Yep, associations are taking a major hit in this recession. But what are association execs doing about it? Going virtual according to ASAE and the Center for Association Leadership’s Spring 2009 Associations and the Economy study. The interesting part: The Winter 2009 version of this study surveyed 8,500 association members, and reported that only three percent of those attending a face-to-face meeting said they would go to virtual events the next year. Even more interesting: nine percent of those attending virtual events want to participate in face-to-face meetings. The migration is just the opposite of what the execs are doing. Is it just me, or is there a train wreck coming?
Regardless of what happens, experts will be tapped to offer their content virtually. Have your pricing strategy down. Many associations expect you to do it free. My alternative idea: share the revenue. No risk for them and upside for you. To pitch this, have stats on your community and promo plans ready. You need to show that you will partner with the association to promote.
Click here to check out the Spring study.
Tags: associations, Marketing, Speaking, strategy, Vickie Sullivan, virtual events
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Thursday, April 30th, 2009
Whoa. I knew many associations were having a tough time, but this is tragic. The National Child Support Enforcement Association has filed for Chapter 11 due to frozen travel budgets for many of their members. The biggest debt is to a hotel for canceling their annual convention this summer, an event that brings in almost 60 percent of their yearly operating budget. Their strategy now: webinars. Associations are getting very creative, so that means more opportunities for us to play. Remember, price your deals based on the relationship, not just a speech or webinar. The more attendees you bring to the party, the more valuable you are.
Tags: associations, strategy, Vickie Sullivan, webinars
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