Running association events
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The document outlines five key areas for improving association events, emphasizing the importance of understanding the value of events, leveraging technology, effective marketing, and creating unique attendee experiences. Successful organizations focus on delivering measurable value to all stakeholders and adapting to the changing landscape of event management. The author encourages associations to analyze their events and seek assistance to enhance their event strategies for greater success.
Running association events
- 1. How to improve your association events. William Thomson @williamevents www.gallusevents.co.uk
- 2. Providing a structure for an analysis Every events business in an association is different. Every organisation manages their events in a very particular way: weighing up the best approach to manage and deliver their events. There is of course no particular ‘one best way’ to manage an events business. However after running several event businesses in associations and completing events consultancy for organisations - as varied as the events they run - we have discovered that there are five areas which organisations can focus on to make more of a success of the events they run. By looking at the areas outlined in the presentation you should be able to take a more subjective view of your events and your events business. In each section we have said “what successful events businesses” do and we hope that provides a bit of a guide for your events. The presentation is designed to help you analyse your events and to start to make some improvements. This process can be challenging and even daunting. So if you think your events have more potential get in touch with Gallus Events. We are able to help you turn your events into experiences and your events department in to a valuable asset for your association.
- 3. Five Key Areas Within Events The Event Power of Technology Events The Value Proposition The Marketing Organiser
- 4. No.1 “Successful organisations understand the power of the events they run”
- 5. SUCCESSFUL ORGANISATIONS UNDERSTAND THE POWER OF THE EVENTS THEY RUN REVENUE: Events should be a value adding profit earning part of the association. AND SO MUCH MORE! YOU SHOULD ASK: How can our events...... •Help us retain members? The Power •Help us regain members? •Help us deliver more value to our members? of Events •Best represent us to our members and our stakeholders? GREAT EVENTS ARE ALWAYS OBJECTIVE LED. STRATEGIC DECISIONS ARE MADE WITH THE INVOLVEMENT OF THE EVENT MANAGER. ORGANISATIONS REALISE THAT EVENTS ARE A SPECIALIST AREA.
- 6. No.2 “Successful organisations understand that technology allows them to do more with less”
- 7. EVENT TECHNOLOGY ALLOWS US TO DO MORE WITH LESS THE ORGANISER: Event Technology should be used to support the event manager. Using technology to remove administrative tasks will allow the organiser to focus on ADDING VALUE. Look at all the processes involved in managing your events. Any process that does not ADD VALUE to your attendees or other stakeholders may be better carried out by event technology. Event THE ORGANISATION: Technology One of the major benefits of using event management technology is the ease of reporting. Better reporting leads to greater financial control and transparency for stakeholders. THE ATTENDEE: There is no question that if the right technology is used at an event the attendee experience is improved. The focus should be on technology that cost effectively adds true value to the attendee experience. Not on site technology for the sake of it.
- 8. No.3 “Successful organisations tell people what they are missing rather than simply what is going on”
- 9. HOW WE MARKET OUR ASSOCIATION EVENTS HAS CHANGED FOREVER CONTENT MARKETING: Your events have to be sold on the back of the content that is covered at your event. Simple messaging around key benefits is no longer good enough. You have to PROVE the quality of your content and the value from your event. IT IS NO LONGER JUST YOU THAT NEEDS / WANTS TO SELL YOUR EVENTS: Marketing Organisations have to understand and use the peer-to-peer influence that has been created by the adoption of Social Media. SELL DON’T TELL The market place for your events has never been so crowded: you have to be heard. Associations have to adopt a more proactive and sales driven messaging and engagement.
- 10. No.4 “Today’s event organiser has to be so much more. They have to create as well as add value to their organisation”
- 11. MAKING GOOD ORGANISERS GREAT UNDERSTAND: The world of events is changing. Organisers have to realise their job will never be the same. And if they want to be successful they have to change to keep pace. ENGAGE: Organisers have to engage other parts of the business to demonstrate the true VALUE they can deliver. The INFLUENCE: Organiser Proving that you and your events can deliver means you have to convince the doubters. CREATE: For events to be experiences organisers have to be creative. DELIVER: Events always have been and always will be about the delivery.
- 12. No.5 “It is the value that your event delivers to all of your stakeholders that will determine your success”
- 13. Create and Deliver Value CREATE UNIQUE EXPERIENCES NOT EVENTS: Organisations have to focus on the experience of the attendee. Content and connections are no longer the unique domain of events. Social Media and the internet has revolutionised the way people meet and consume content. Your event has to focus on its unique position and create a unique experience that truly adds VALUE. UNDERSTAND THE VALUE FOR EVERY STAKEHOLDER The Value Your events will only be successful if you focus on the VALUE you Proposition deliver for every stakeholder. THE IMPACT OF YOUR EVENT HAS TO LAST LONGER THAN THE PHYSICAL DURATION OF YOUR EVENT You have to focus on how to add value before and after. And your event has to deliver real, true and measurable value during the event.
- 14. How is your organisation delivering value to all of your stakeholders? How are you ensuring that you receive as much value as possible FROM your stakeholders?
- 15. To keep in touch please join our Linkedin Group
- 16. Related blogs from Gallus Events http://www.gallusevents.co.uk/2012/11/ensuring-you-ask-your- attendees-the-right-questions/ http://www.gallusevents.co.uk/2012/09/ensure-a-great- conference-audience-by-curating-it/ http://www.gallusevents.co.uk/2012/09/adding-real-value- networking-to-your-conference/ http://www.gallusevents.co.uk/2012/06/10-practical-event- technology-tips/ http://www.gallusevents.co.uk/2012/05/creating-memorable- events/
- 17. William Thomson @williamevents www.gallusevents.co.uk Making Good Organisers Great