Conners/Barrett
President, Ann Barrett, CAE, is a frequent contributor to
Midwest Meetings Magazine. In these articles Ann shares
helpful tips on association and convention management. We
hope you find these ideas useful.
Offer Sponsorship Opportunities to All
your members
Sponsorships are an excellent source of non-dues
revenue for an organization, especially now when more sources
of non-dues revenue are being sought than ever before. They
are also a welcome form of marketing for those wanting to
get their company name in front of potential customers.
Some options to sponsor include the customary coffee breaks,
lunches and receptions as well as tote bags, name badges,
neckcords and entertainment in exchange for recognition.
Additional options include speaker fees and expenses, amenities,
registration materials, convention folders or various levels
of cash donations. Depending on the organization, these
options may vary. Some associations look for sponsorship
of everything and some just the food functions. A new idea
for one of the associations I work with is a 12-month calendar.
The sponsoring companies will have their logo displayed
on each month's page with pictures of award-winning maps
created by members. It has been very well received to date.
You may want to consider offering these sponsorship opportunities
to all your potential convention attendees as well since
often they would like to support the organization. John
Teevan, President of Home Care Medical, Inc. in Milwaukee
and a regular member of the Wisconsin Association of Medical
Equipment Services (WAMES), said that his company has enjoyed
much success from what WAMES and fellow members have taught
us. We try to send at least ten staff to each annual meeting,
encourage vendors to attend, organize certain aspects of
the meeting and sponsor an event.
Home Care Medical sponsored a continental breakfast at the
1997 Wisconsin Association of Medical Equipment Services
(WAMES) annual convention and coffee breaks and receptions
at past conventions. Teevan feels that -all members have
a responsibility to contribute to WAMES success and longevity.
Bigger companies have a larger responsibility to participate,
contribute, attend and support WAMES in all ways. WAMES
has enabled businesses to succeed in Wisconsin over these
many years. It has also contributed to the success of individuals.
As long as both statements remain true, I and my company
will stay involved.
Bill Severson, Manager, Meetings & Special Events of
Rockwell Automation - Allen Bradley Company, also generously
supports the many organizations he holds memberships in.
His company has sponsored mailings for Meeting Professional
International Wisconsin Chapter, as well as donating auction
items to both WMPI and Meeting Professional International
from which proceeds go to an education foundation or to
a scholarship fund. Recently they underwrote and produced
a very professional power point awards presentation. Severson
said to support your community and your industry is just
the right thing to do. He has gained an international network
of resources for his company as well as furthered his career
through the education that MPI offers.
There are many ways your organization can recognize those
who sponsor part of your convention or your day-to-day activities.
They include formal announcements throughout the conference
to the entire delegation, appropriate signage, a listing
or an ad in the programs or in the newsletter, offering
time for them to do a presentation to the group or printing
their logo and company name on the item they have sponsored.
Another form of acknowledgment is the presentation of an
award to those deserving companies.
Allow all your members the opportunity to sponsor or support
your organization. Many have the resources and the incentive
to do so and welcome the chance to give back to their industry.
An effective tool meeting planners can use
to better negotiate for their organization is to determine
the value of their convention. Knowing the financial impact
of each aspect of your convention can help you find the
best deal in a location. Your convention affects many aspects
of a community, including restaurants, hotels, convention
centers, retail shopping, entertainment, recreation, transportation
and car rental, sporting events and contractors.
A Convention and Visitors Bureau can help planners find
this value by determining your convention's economic impact,
including exact room pickup at each hotel you use, area
restaurant sales, attraction activity/sales, and air and
ground transportation activity, etc.
According to the International Association of Convention
and Visitors Bureaus, the average amount a convention delegate
spends is $187.79 per day in a community, and the average
stay per delegate is 3.48 days. The largest percentage (58
percent) goes toward hotel expenditures. This is an average
of information tabulated from international, national, regional,
state and local events.
Spending does vary between attendees and conventions. Out-of-town
delegates spend an average of $762.90 and in-town delegates
spend an average of $93.09. Delegates attending medical
or educational meetings or trade shows spend more than those
attending military, religious or governmental meetings.
International, national and regional events generate greater
average expenditures than state or local events. Out-of-town
delegates spend more than in-town delegates, and exhibitors
spend more than both.
The average amount an association spends is $80,455.65,
and the average length of an event is about five days. Given
the variability of association spending, average association
spending per delegate was calculated in order to have a
meaningful figure to estimate economic impact. Associations
spend an average of $56.81 per delegate or $16.32 per delegate
per day.
Exhibitors spend an average of $2,564.60 per event with
an average length of 3 days. About 27 percent of events
surveyed had exhibitors. As with associations, exhibitors
spending varies with the scope, type and size of an event.
The following is an expenditure estimate example that demonstrates
how a CVB estimates economic impact. This example uses average
expenditures from a study IACVB did in 1993:
I. Attendance is 1,000 in-town delegates, 9,000 out-of-town
delegates and 600 exhibitors.
II. Average in-town delegate expenditures are $93.09; average
out-of-town expenditures are $762.90; average association
expenditures per delegate are $56.81; and exhibitor expenditures
are $2,504.49.
_________________________________________________________________________________________
Spending CVB Researched Appropriate Spending Direct Spending
____________Inputs__________________ Average from 1993 Study_______________________________
In-town 1,000 x $93.09 = $93,090
delegates
Out-of-town 9,000 x $762.90 = $6,866,100
delegates
Association 10,000 x $56.81 = $568,100
Exhibitors 600 x $2,504.49 = $1,502,694
Total $9,029,984
Table is from the 1993/1994 Convention Income
Survey for the International Association of Convention &
Visitors Bureaus conducted by Deloitte & Touche.
_________________________________________________________________________________________
Individual CVBs can improve the accuracy
of the estimate by using expenditure averages from cities
with similar populations. The study segregated participating
cities by population into four groups:
Group Population
1 2,000,000 or greater
2 1,000,000 to 1,999,999
3 500,000 to 999,999
4 less than 500,000
Being able to present your meeting as a complete
package to the next CVB will help them sell your meeting's
value to their hospitality community, and you may obtain
better package prices with hotels, airlines or convention
facilities. Keep track of the amount you spend and on what.
Do a confidential survey of your attendees to estimate what
they spend during your convention and on what. This information
could be invaluable in the future.
For more information on IACVB or its publications, call
(202) 296-7888.
Meeting planners who have too much demand on their time
and a major project or event to produce should consider
outsourcing as a portion of their work. Companies have begun
downsizing more and more, creating the need for extra help
at certain periods, such as the time-intensive annual conference.
Instead of hiring someone full-time and paying for insurance,
vacations, pension plans and a long term commitment, planners
can hire an outside resource. This person can handle a portion
of the responsibilities of their organization during certain
times of the year. There are also companies that can take
on the planning of a time-intensive event that usually occurs
once a year, whether it's a conference, seminar or trade
show. A planner may choose to hire an independent to sell
and organize the exhibit space at their conference leaving
the planner to develop the other aspects of the event. Often,
an organization will hire someone from the location of their
next convention because that person is familiar with both
the properties and the area.
Advertising agencies can provide you expertise in the area
of public relations. This includes the promotion of your
event to all aspects of the media as well as designing a
logo or theme for your conference. The logo is then carried
throughout on promotional materials, the conference program,
tote bags, folder covers, name badges, buttons and banners.
Newsletters or promotional materials can be outsourced to
someone who is an expert in the publication field. I recently
hired a graphic artist to design a logo for a client's 1996
annual conference. This person was looking for something
creative along the lines of the Olympic theme without borrowing
from the obvious. The logo was well received and created
a very professional look for the conference.
Temp agencies can provide you with the staff to handle anything
from ticket takers to conference accounting. These organizations
are helpful when you need 100 people to assist with an event
but would prefer not to hire that many.
A convention and visitors bureau (CVB) is also a wonderful
resource. Check to see what fees they'd charge, if any,
to staff your event. They can assist with registration and
visitor information, assembling packets, creating name badges
and providing you with a directory of other independent
companies. One advantage of using CVB personnel is that
they are familiar with the meetings and events industry,
so you can expect a high level of performance.
These independent sources can provide planners with a list
of services that they can choose from and tailor to their
needs to maximize their budget.
To find an outsource, contact the American Society of Association
Executives or Meeting Professionals International and/or
the local chapters. Also check the yellow pages under associations
management, your local CVB, freelancers or simply ask your
meeting industry peers who they have hired for projects
in the past. Outsourcing, as you can see, may be your greatest
resource.
A Board of Directors of an organization is in existence
to share their knowledge, expertise and ideas to improve
and maintain a high quality of activity in the industry
in which they are involved. They need to work together on
the mission and the purpose of the association. The responsibilities
of a Board include developing policy and monitoring goals
and activities. They then must empower Board members and
committees to carry out these objectives.
Strategic planning is an excellent way to determine the
organization's goals and the plan on how to accomplish them.
It is important to assign the tasks to specific people or
committees and to review and recognize their progress periodically.
During strategic planning, you may want to incorporate team
building exercises or activities/discussions that will help
the Board get to know each other and to understand each
other's personalities, their strengths and the best avenue
to most effectively use their talents.
If you haven't already, create a mission statement and display
this in prominent places such as your website, newsletter,
faxes and correspondence. Remind the Board often of your
association's plan and the impact an effective Board can
have when they work as a cohesive group. A good leader will
steer the team into communicating well so that everyone
is aware of what the others are doing.
Beware the Board member who has their own agenda, those
who are resistant to change and those who engage in the
inefficient activity of revisiting issues. Unfortunately
some Board members lose sight of the organization's purpose
as a whole and can slow down the effectiveness of the Board.
It is important to recognize these members as soon as possible
and to steer these persons in the direction of thinking
as a group working to realize the needs of the industry
as a whole.
A good way to keep the Board focused is to start by clearly
defining their role on the board. It is helpful to provide
a history of the association, where it has been, what has
been accomplished and where they hope to go. Previous year's
annual reports are appropriate for this as well as insight
from past presidents and Board members. A policy manual
is also a beneficial tool for assisting each Board member
in understanding their basic duties. This will help them
realize what is expected of them and make it easier for
them to be helpful and creative.
It is important to acknowledge the effort, time and personal
contributions that each Board member makes to the association.
It is most appropriate to recognize these individuals for
their service to the industry and to thank those who put
in extra effort. Awards distributed in front of their peers
at your association's annual meeting is a popular and relevant
avenue as well as press releases to local media and affiliated
groups afterward.
A combined effort with good communication, strong leadership,
a clear view of the organization's goals and recognition
of achievements will result in an effective and powerful
Board of Directors.
How to get your
Associate Members to Support your Organization
Associate members are an important part of your organization
and an integral part of your regular member's business.
They sell their products and services to your regular members
which keeps their companies thriving. Their livelihood depends
on your regular members so it is natural for them to be
involved with your group. You can offer them ways to increase
their visibility to those potential customers that will
benefit your organization as well.
Involve them in ways that benefit all parties. Ask them
to support your group in any of the following ways: exhibiting,
sponsorship, advertising, speaking, serving on committees
and/or attending your group's meetings.
Most associate members still prefer the traditional form
of support by exhibiting as it provides that avenue to showcase
their products and services. It is a growing trend, however,
that they prefer less exhibit time, cutting down to one
and 1/2 days or less. Sponsorship is also another popular
venue and the possibilities here are many. They may sponsor
food events, speakers, tote bags, printing or golf holes.
One of the groups I work with prints the sponsoring company's
logo on napkins and table tents for those who sponsor a
reception and for those who sponsor our box lunches.We print
their logo on the new and popular reusable vinyl lunch bags.
Other sponsored items are useful things such as tote bags
to carry all that conference information in as well as pens,
coffee mugs and mousepads. Those who sponsor a speaker are
asked to introduce that speaker and receive recognition
in the program and with signage. Getting up in front of
the entire group is a very effective way to acquaint everyone
with you and your company. Golf outings are also an excellent
way to offer sponsorships, promote goodwill and have fun.
I was recently involved with two outings that offered golf
hole sponsorship to companies that then donated items such
as golf umbrellas, sun block lotion, golf balls, tees or
cigars to each golfer on their corresponding hole, which
was also equipped with a contest such as longest putt, drive,
etc.
You can offer advertising in your newsletter, conference
program, seminar flyers or banner ads on the organization's
website.
Many of the groups I work with also ask their associate
members to speak at their conventions and on panel discussions.
Their viewpoint is appreciated as many are experts in the
field. We usually ask the President of the company who has
had tremendous experience in the industry. Then they often
like to sponsor the luncheon or dinner at which they speak.
It is appropriate to recognize them with signage and announcements,
by supporting their business, introducing them to potential
customers and offering opportunities for them to interact
with your members.
Be persistent in your pursuit of their support, teach them
how to be involved with your organization and offer a variety
of avenues in which they may be involved. Keep them updated
on your organization's activities and involve them wherever
possible.
Many meeting planners coordinate at least one event that
includes an exhibit area for companies wanting to sell their
products to attendees. This is a very important aspect of
a convention for many reasons. A source of revenue, the
benefit of membership and another reason to attend the event
are all motives for incorporating a trade show into the
convention.
Exhibitors can help build attendance at the convention by
using your mailing list of members or labels to send information
to potential attendees. It could be offered only to those
companies who have registered for a booth, or a separate
price may be established to obtain the list. The exhibitors
may send direct mail highlighting their new products and/or
show specials while mentioning the event and perhaps the
dates, location and how to obtain more information. This
is an excellent way to remind potential attendees the convention
is coming up without paying additional postage, printing
and mailing costs. It is always good to send at least two
mailings of any registration material, and this could be
a way to get even more coverage at no extra cost. The exhibitors
would also appreciate it because they can get their names
in front of potential customers in connection with a prestigious
convention.
Be sure to define the parameters of how an exhibitor could
use the mailing list so it is not used incorrectly. Explaining
in what manner or media the exhibitor could use the information,
and proofing any copy/materials before it is sent may be
a prerequisite to approving the exhibitor's use of the mailing
list. Exhibitors would gain added publicity from these mailings,
and the meeting planner will enjoy a great cost savings.
This strategy will also probably bring in more exhibitors
because of the great marketing opportunity of direct mail
and direct contact with potential customers. Exhibitors
may even offer to help with other aspects of your conference,
such as programming ideas or help with getting sponsors
for part of the convention. Exhibitors may also assist with
the list of potential attendees and exhibitors since they
may know of additional people who would benefit from your
convention. They have the opportunity to talk face to face
with people on a regular basis and can promote membership
in your organization as well.
A relationship with exhibitors can be very profitable.
For more information on the trade show and exposition industry,
call the International Association for Exposition Management
at (214) 458-8002. There are also several state chapters
to contact on a local level for networking, education and
information on the industry.
Location, location, location, usually refers to geographical
coordinates, but think of that phrase in terms of what kind
of location and consider having your next meeting at a different
sort of facility such as a bed and breakfast, a camp or
a former hunting lodge. A new type of location with a unique
atmosphere can often bring out the creativity and effectiveness
in people. Some particularly challenging meetings that would
benefit from an unusual location are strategic planning
sessions, board retreats or negotiations. To build an atmosphere
of ingenuity often requires an imaginative kind of place.
Any kind of meeting involving concentration on a specific
objective is only enhanced by a property that can offer
novel ways to meet, relax and revitalize during a day of
intense brainstorming, speaking or planning. Sometimes your
surroundings, a walk in the woods, a quiet evening in an
intimate parlor or a room that looks like your own at home
can give you a new perspective on the issues at hand.
Another way to utilize an alternate meeting site is to book
your VIPs or speakers there so they can get away from the
fast pace of a convention or trade show. Arrange for a shuttle
service to get them to and from. The facility may even offer
this service on a complimentary basis.
Imagine yourself in a cabin of your own in the northwoods,
enjoying the great outdoors and walking to the meeting to
be held in the lodge down the hill where first a hearty
breakfast of apple and walnut stuffed pancakes awaits you.
You would be wearing a flannel shirt instead of a gray flannel
suit. Just like a power tie intimidates, casual clothing
disarms the situation and allows people to focus on the
issues at hand. Then you join the others at a large wooden
table with a window overlooking pine trees on one side and
a lake on the other. This setting may inspire you to new
ideas and would certainly offer a fresh approach to achieving
your goals and objectives.
Other examples of avant-garde meeting places are pontoon
boats, theaters, state and national parks, fairgrounds,
museums, botanical gardens and renovated sites like a grain
exchange, a brewery or even a place of worship. Many specialty
restaurants with interesting decor have separate rooms for
groups as well.
Some facilities can also offer team building activities
such as obstacle courses, rope climbing and conflict resolution
exercises that are very productive. This can give people
a great sense of accomplishment and confidence which in
turn creates a generosity of spirit toward the goal at hand.
A gift certificate to one of these special places is also
a perfect thank you gift for an outgoing president, a hard
working employee or just for yourself to enjoy.
If you are looking for results, a unique facility can create
the type of atmosphere that will produce some truly great
ideas from your participants.
For more information on unique facilities, call the convention
and visitors bureau in the area of interest, the state association
of bed and breakfast or the chamber of commerce.
