Focus: Blog

Extending the Event and Marketing Experience

Don't laugh, but I was at the NKOTBSB concert last night - for my 5-year-old! Yes, thanks to the power of YouTube, he is in love with the song, "Larger than Life." Who would ever tie the Backstreet Boys with bullet trains, but there happens to be a video with that song playing in the background. As a result, "Larger than Life" is not just a '90s throwback, but the theme song for his passion.

As a cool mom, I thought it would be great for him to see the song live, so when I saw tickets become available, I jumped at the chance - and learned a few more things about how technology is trancending our lives, expectations, the event experience. Elementry maybe, but a good reminder for event management, event marketing and social media.

1. Remember - the web is a resource for anything you love. You will find channels, videos, communities who share that same love. Thanks to YouTube, we have seen bullet trains in languages and countries outside our own - no flight needed.
2. Adding to the event experience doesn't have to cost much. The video wasn't done by movie production experts but still sent a message that resonates. Even at the concert, the opening act simply had three 3'x8' video panels as her backdrop - and boy did they provide impact, with little set-up!
3. Then there's the reminder of how important that "wow" factor will always be - lights, choreography, sparkle, and sounds. (and in this case, good-looking men). It could have been a concert of just singing - but what a difference, what an experience and what a memory. So it is with meeting management - it could be just another educational session, but adding special touches can make the difference.
4. Speaking of experience - my special moment was seeing my son's face when BSB played that "bullet train song," dancing on his chair. But my other son's experience had to be captured on video - I think he spent as much time videotaping the concert and taking photos as he did actually seeing it without a lens. Why? To take it to school today to show his friends. (he's too young for facebook - or I'm sure it would have been posted). That is why as association managers, marketers and meeting planners we need to be sure we openly offer attendees the opportunity to share their experiences - and encourage it - because they will.

So think about it - we went from a love of trains, to a YouTube video with "Larger than Life," which then prompted us to purchase the song so we can listen any time. Now it is the theme song for a passion, and led us to purchase concert tickets, resulting in my writing this blog post and my sons telling two schoolroom classes all about it - and the video and photos will last decades.

Succession Planning as Part of Your Association Strategy

I attended an invaluable event last night – the C-Suite Dinner Series hosted by the Chicago Health Executives Forum (CHEF). The topic was succession planning and the event’s unique setting allowed advancing (and budding) professionals an opportunity to discuss its importance, challenges and what organizations are doing (or not) to sustain growth and viability. Here were my take-aways:

No doubt, some organizations are better than others – and we need to learn from those who do it well. For example, is succession planning part of your culture? Does it begin at on-boarding? Do you recognize your top talent and consider them when looking to fill leadership roles? Are you helping them train their staff to move up when they move on? How important is it that incoming leaders have diversified experience – beyond one department or division?

External changes and resourse limitations make succession planning difficult. I sat with leaders in healthcare who all agreed their jobs will look completely different in ten years. This is reflected in other industries as well. Our success is based on flexibility, and preparing a variety of talent. Dr. Kenneth Cohen notes whatever the model selected, “it should be congruent with the stated values and culture of the organization and with the resources available to effectively manage this initiative” in his white paper, The Practice of Succession Planning. The mention of resources seemed to ring true, as our group recognized the establishment of such a plan often results in the need for additional, unanticipated, training.

The event focused on healthcare, but succession planning is critical for any industry, any association. Board members should begin their term with the understanding they have a role in identifying budding new talent and finding their replacement. I have seen board members stuck in a position because no active effort was made to develop and mentor talented people.

We have helped CHEF produce these unique dinners for three years – matching C-Level executives with advancing professions in casual, intimate dinner settings. It’s an invaluable opportunity for face-time with industry leaders. It’s also an opportunity for senior executives to share their expertise – a give-back, if you will. If you are interested in starting a similar series, feel free to contact Apex – we would love to help you create this unique opportunity for your members!

Where Do We Go from Here? Association Strategy in Motion

Undoubtedly many associations (and organizations for that matter) struggle with the need to determine their strategy. Personally, I think that’s the easy part. Head to your local library, do your favorite web search for “strategy” or “strategic planning” and pow! Thousands of resources pop up, and hundreds of consulting professionals to help you verbalize it all. And strategy is necessary. But even once that is determined, I would argue it is even harder to maintain that strategy.

What does sticking with it matter you ask? IT IS YOUR LIFE. Too strong? Please ask yourself if you join/follow/support things because they sway in the wind or because they stay the course. Every organization needs a visionary to set the course and motivate others. But then life happens, and time passes…and they forget.

Don’t do it! Don’t waste the time, energy, and resources of your visionary! You know how hard it was to get him/her there! Consider visionaries like federal funding – use it up or it goes elsewhere. Answer: a strong leader willing to implement and leadership willing to accept the fact they have to stick with it.

If you consider this minimal you are mistaken. In fact, it is significant. As an association, it determines how you design your meetings, events and communications. It determines who you seek for support and collaboration.

It’s not easy. Even when leadership determines the strategy, leadership will continue to raise the same questions. Not because they question your authority, but because they think they have a great idea.

Entrepreneurs thrive on reinventing themselves. Sometimes they try to reinvent the association too. As a result, they lose sight of the organization’s core competencies. They need someone to be the heavy – to be the check and balance of whether new ideas fit the strategy. Don’t assume a decision – even by consensus – won’t be questioned or swayed six months later.

Strategy takes vision. Implementation takes guts. I would encourage management companies to take the risk – remind leaders and tell members about the focus, strategy and goals of an organization. Don’t just be a “third party.” Yes, the board governs. The board sets strategy. The board determines where the organization should be heading in the year(s) ahead. But then the retreat is over…

Newsletter Content and Your Association Strategy

Last week I wrote about the importance of “getting in touch” with your members. Whether it’s a monthly or weekly communication, showing your members activity within and an eye on the outside world conveys your position as a leader - and a good organization to belong to.

But the next question is always – what do I communicate? Where do I get my content? I’d love to do a newsletter but I have nothing to say. Really? Here are some ideas of content we’ve either seen or used:

• Identify new members – this can be a simple list with a thank you for joining message, OR TAKE IT FURTHER
• Interview a new member about what they do, their role in the industry, how they got there, what their challenges are, how the changes in our economy are affecting them and how they are working through it.

• There should always be a link to join, a link to your upcoming meeting and a link to any other priority your association maintains. USE IT AS AN OPPORTUNITY
• To get their feedback on their favorite session or their burning platform issues.

• Got an upcoming conference this fall? Ask one of your speakers to write a short article on the topic of their session. It’s a good advertisement for your meeting and the speaker will appreciate the extra advertising (consider a link to their website).
• Just about to start your spring conference? Recruit volunteers to write a summary of the session – be a “reporter from the floor.” Or,
• If you have tweets going during the session, summarize those or at minimum use some for quotes from the session.
• What else is happening in the industry/economy that relates to your session? Is there an article you can share?

• Are there other priorities for the organization? They should be regularly included in your content. For example, if you have an active policy and advocacy committee, suggest they contribute on a regular basis. Supporting research? Report on that.
• Is there an overriding theme of, say, connecting, this year? consider articles that talk about the many ways people are connecting with each other - even if it's outside your organization.

• Consider your members as people – what are the challenges they face in life? Balance? Budgeting? HR? Financial planning? Consider pulling articles from other areas that might be of interest.
• Finally, there is so much happing in our world, from fighting and civil unrest in the Middle East to the tragedies in Japan, to our continued effort to master healthcare here at home. Sometimes it’s tough to translate how it affects us now and the future. Your ability to interpret these major events tells your members you have their best interests in mind.

These are just a few ideas. How about your success stories? Share what you like to report.

"Don't Forget to Write" & other Online Marketing Tips

With spring break around the corner, some will travel to great places. "Don't forget to write" "Don't forget to post" or "Text me" will be the directive. No matter what your preference, we all love to connect. We like to know what's happening. The same is true with the associations we belong to. When was the last time you "touched base" with your members? Do you still have the right address?

Apex was just awarded All Star status as an online marketer by Constant Contact. I know - sounds a bit like a commercial. Cynicism aside though, Constant Contact is one tool we use to help association clients keep in touch with their members.

For example, when we started with one client last year, I immediately noticed how rarely they communicate with their members - made me wonder if members felt out of touch? To reverse this trend, we drafted volunteers to write articles, and started sending brief email newsletters. The result? An average open rate of over 20%!

Email newsletters don't require too much time IF you have a marketing strategy in place. Here are some online marketing tips:

• Create a template to match the association brand
• Draft 1-3 articles with relevent content - don't forget the association's overall marketing strategy and members
• Include association updates (membership notices, event promotions)
• Set a consistent schedule - stick to it!
• PROOF before sending
• Link to relevent pages
• Send with a subject line that gets their attention

Many associations have trouble finding content. Do you have ideas for great content? Share your tips with us! We all need ideas!