Research shows that developing a conference legacy is about more than logistics: Content matters, too. Also: strategies to add to your member recruitment toolbox.
Hosting a one-off meeting is one thing, but establishing a legacy for a conference requires a different type of planning, especially when it comes to meeting content.
“Specifically, the information and analysis delivered at an event can help bring progress within some sector of the host destination, while at the same time produce long-term recognition for the host organization,” Rob Carey says on MeetingsNet.
In fact, a recent study on legacies for business events by the University of Technology Sydney in Australia and the Joint Meetings Industry Council found that educational content delivered in a destination “has value that directly drives economic development, creativity, and innovation [there].”
The report’s researchers also found that the most successful legacy meetings get all stakeholders—local government, meeting venues, convention bureaus, and so on—involved from the get-go.
“It is important that all stakeholders understand the full value of the business event,” the report states. “Legacy outcomes should be included in every business event study or evaluative report and then communicated to governments, communities, industries and universities, as well as event organizers and individual delegates plus any stakeholders that have invested in the business event. They all need to hear about the outcomes.”
Effective Member-Recruitment Tactics
— Higher Logic (@HigherLogic) August 1, 2019
In Marketing General Incorporated’s 2019 Membership Marketing Benchmarking Report, 45 percent of associations said membership increased.
While innovation and optimism both drove growth, the study also showed that many organizations effectively leverage word-of-mouth marketing, email, and meetings as member-recruitment strategies.
“Consider incorporating these membership acquisition tactics into your growth strategy, and to make them even more effective, focus on value,” says Elizabeth Bell on the Higher Logic blog. “Remember, the clearer you are with prospective members about the value your association is offering, the more likely they are to join.”
Other Links of Note
Snapchat launched a simpler ad creation process called Instant Create. Social Media Today explains how it works.
In other tech news, Microsoft is testing a new cloud download feature for resetting Windows 10 when hardware fails or the OS needs reinstalling, according to The Verge.
Leaders who prioritize busyness over value create a burnout problem, says Forbes.