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Associations Next: Get the Word Out

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In this episode, we are joined by Lucas McCann, President, and CEO of Big Red M, an association management firm based out of Virginia. We will discuss sponsorship sales in a volatile environment and how you can make the most of your sponsors.

Takeaways:

  1. Sponsors are out there. Despite the disruption to live events, sponsors are ready to come back in person or in a virtual capacity. Many associations have expanded sponsorship options to include more virtual and hybrid events.
  2. Understand the sponsor’s value proposition as well as the members’ needs. Would each party work well for the other? It is important to consider what impacts, good or bad, could come from a sponsorship.
  3. Don’t be afraid to say no. If a sponsorship is not a good fit for your organization, it’s better in the long run to give a prospective sponsor feedback up front.
  4. Communicate well. Ask the sponsor after the event if they found it beneficial and ask your members the same. These questions will help you maintain relationships and potentially develop a fruitful partnership with your sponsor.

Hybrid

Associations Next: Tips For Your Hybrid Event

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In this episode, we talk to Vicki Thein, Ewald Consulting’s Director of Events, Vicki Thein. In the episode, she tells us all about how to pull of an engaging an exciting virtual event. 

Takeaways:

  1. Find the platform that works best for you. Vicki explains that when you are looking for a platform to support your virtual guests, think about what you need from your platform. Do you want breakout rooms? The ability to answer virtual guests’ questions? Look out for what you and your organization want in a platform.
  2. Have different offerings for your different audiences. While it is important to make the virtual guests feel part of the event, Vicki explains that you should have an incentive for guests to be in person. That way, it will be worth it for the in-person attendees to take the time to be there. You can do this through special lunches, site tours and more.
  3. Hybrid events offer tremendous opportunity. Even after the pandemic, hybrid events offer the ability to attend events from anywhere in the world. The newfound flexibility that comes with the events may be here to stay.

Listen to the episode: Tips for Your Hybrid Event

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Conference Cancelled? Here’s How to Change Up Your Event Content

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Among other things, 2020 definitely changed the way we present content. For many of us, virtual events are not going away. In place of our typical annual in-person conference are a multitude of exciting options for us to choose to engage our members.

Many of us are used to planning for one annual conference packed full of presenters and break-out sessions. Now, we are often seeing these large-scale events turn into several bite-sized events spread throughout the year.

Here are ways you can change up your content for your new virtual audience:

  1. Feature your biggest stars: Take your keynote speaker and give them their own dedicated webinar and/or Q&A session. Rather than having a days-long virtual conference, make them the event. Forbes suggests even reaching out to some guest stars you thought might have been too high a grasp for your in-person events. You are likely saving money by not having an in-person event so you may be able to splurge on a high-profile speaker. The worst they can do is say no!
  2. Present smaller sessions year-round: Try shifting your focus from one central annual event to having several smaller-scale events throughout the year. Because your members will be able to take in the content from anywhere rather than needing to be in one place to consume content, take your sessions and spread them out. This not only keeps the attention of your audience, but it keeps them engaged with the organization all year.
  3. Network: While members may not be able to connect in person, you can help them by connecting them to each other. Cvent suggests creating networking events where you group members with similar interests. Send out an interest survey and get some networking sessions going for your members!
  4. Get interactive: In the new age of Zoom and Microsoft Teams, you have to do everything you can to pull in your audience and make it as personal as possible. Forbes suggests things like quick polls and surveys throughout your sessions to engage your audience. You could also consider having small sessions or roundtables to connect with small groups of members. Remember, you are now competing with devices, at-home chores, pets, kids and more. Be with your audience as much as possible.
  5. Listen to your audience: Send out some surveys. What do your members want and need right now? Take the guesswork out of event planning and learn what your members would like to see from their organization.

Conferences may never be the same, but you can use this opportunity to meet your members where they are.

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Logistical Considerations for Conferences in 2021

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2020 saw an unprecedented number of cancelled events. While we may be starting the new year with some hope of in-person events later in the year, many associations will want to approach their conferences cautiously.

Conferences are a large source of income as well as a space to build community, so it is understandable that many associations are eager to get their members back together. Still, navigating logistics with venues, vendors, attendees and more when things are uncertain may be tricky.

Here are a few things to keep in mind:

  1. Force Majeure

    The French phrase for “superior force” is a claim that associations can make in trying to get out of contracts when factors beyond their control, such as COVID-19 or natural disasters, affect their ability to hold the event. According to Bloomberg Law, the wording around force majeure varies widely, with some contracts spelling out specific events that qualify and others using more catch-all language. As the article points out, even if your contract does not include provisions for a pandemic, you may be able to claim other events such as unforeseen government action, for example, because of stay-at-home orders.

    When proceeding with in-person event planning, make sure you look closely at force majeure protections. Some venues have recently made it more difficult to invoke this claim. An article from the American Society of Association Executives offers additional strategies and options.

  2. Refunds

    As conferences are an important source of revenue for associations, handling refunds for entry fees can be a hard line to walk. In a blog post for The Professional Convention Management Association, association leaders explained how they handled refunds last year. The Texas Travel Industry Association kept their funds by alerting attendees that the conference would be postponed, The Association for Asian Studies asked attendees to consider donating their attendance fees, and the Virginia Military Institute offered sponsors, attendees and exhibitors the opportunity to roll over their registration to the next conference or get refunded.

    Associations must also consider costs taken on by attendees. While associations may be able to get out of contracts, attendees may not be able to get refunds for flights, hotels or other expenses. Being transparent with your members will help—no matter how you choose to approach refunds.

  3. Budget

    Consider your budget. Going back to your traditional annual conference may not make as much sense financially now, even if it has been your main source of income in the past. Virtual events are much more budget-friendly and may be safer, particularly after a year where many associations were hit hard.

As much as we all hoped 2021 would see a return to complete normalcy, that is doubtful. Associations need to remain flexible and creative, yet cautious, as we continue throughout the year.

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What’s the Deal with Events this Year?

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Just about every major event was cancelled in 2020. From the Olympics to nonprofit board meetings, very few were able to meet in person. After nearly a year of social distancing, working from home and endless Zoom calls, we are rounding a corner. With vaccines being deployed around the world, what can we expect in terms of events this year?

On the most recent episode of our podcast, Associations Next, several members of our events team gave us some insight into what we can expect in 2021.

First and foremost, do not expect to go back to exclusively in-person events any time soon, or potentially, ever. A central theme we discussed on the podcast was how much things changed in 2020. Many of us were told one day not to come back to the office and adapted quickly to remote work. This immediacy also applied to switching events to a virtual format. Now that we have put in the hard work to learn and execute these virtual events, many associations may continue to use them.

Further, some have found virtual conferences to be more effective. Previously, members would fly in from various locations and pay for hotels, transportation and other activities. Now, members from all over the world have the opportunity to participate in conferences from anywhere, and at a much lower cost.

We certainly cannot predict the situation for later this year—but with vaccines being deployed around the world, there is a possibility of in-person or hybrid events in the second half of 2021. On the podcast, we discussed what this might look like. Even with vaccines, the in-person events that do take place may still require masks, have an increased presence of sanitation stations or require testing for the virus.

As the pandemic continues, we know we must remain flexible. Our events department recommends listening to your members and your board about their feelings on in-person events. If you are planning to schedule in-person events, consider preparing your team to have a virtual back-up in case you cannot meet in person.

It is a new year, but things are not back to normal. Still, we have the knowledge and ability from 2020 to prepare us well for the coming year.

 

2021

Associations Next: New Year, New Approach to Events

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In our first episode of 2021, Jill Tichy, Amanda Maw, and Sarah Ewald from our events department come on the podcast to give us a look at what events might look like this year as vaccines emerge for the continuing pandemic.

Takeaways:

  1. Events may still be virtual. Even though vaccines are being distributed worldwide, associations found that virtual/hybrid conferences allow for greater accessibility than exclusively in-person conferences.
  2. Associations will need to be flexible. We are going into the year only knowing that we will not know what to expect. But after a year of constant change, we are much better positioned to take on this year.
  3. Consider spreading your content out throughout the year via webinars and summer sessions rather than having it all in one conference. The widespread use of virtual platforms now allows for easier distribution of content, so do not be afraid to take advantage.

Listen to the episode: New Year, New Approach to Events

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Creating a Game Plan for Virtual Sponsorship Offerings

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Virtual sponsorship opportunities give your supporting companies the ability to connect with your members and attendees in a completely different way than in person. They can gather more precise data points, improve their follow-up activities, and have prominent logo recognition throughout the event.

The key to successfully monetizing your virtual sponsorships is to avoid heavy discounts for your sponsorships and to increase the benefits. Applying a drastic discount to your virtual sponsorships will give the impression that the overall event is inferior to a normal, in-person event. We recommend keeping your sponsorship prices the same for your virtual event while adding additional value and benefits. After all, your sponsors are crucial to the financial success of your association. Giving them a few extra benefits will go a long way in your sponsorship retention efforts.

Those extra benefits may include playing a video in advance of a sponsored session, introducing a presenter, or rebooting the idea of an exhibit booth. Learn more about these ideas now: Download our new Guide to Record-setting Sponsorship & Advertising Sales Success.

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