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Aaron delivered this presentation during the MSAE-sponsored Meetings Report Seminar on Wednesday, Feb. 13, 2013, in Okemos, MI.
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The Meetings ReportSeminar
Wednesday, Feb. 13, 20139 a.m. – 12 p.m.
@AaronWolowiec
AaronWolowiec.com
Learning Road Map
• Outcomes• Background• Report review• Survey data• Break• Carousel activity• Five recommendations• Final thoughts• Wrap-up
ENGAGEMENT
1. Benchmarking data
2. National surveys
3. Michigan experience
Partners
Alex Kontras
Kristen Parker
Aaron Wolowiec
Cheryl Ronk
1. Senior education/professional development staff
2. Association meetings
3. Professional speaker hiring practices
4. Industry speaker preparation and compensation
5. Meeting evaluation practices
1. 65 questions
2. Web-based survey
3. April 4, 2012 to May 7, 2012
4. Sent to 277 organizations
5. 67 responses
6. Response rate of 24 percent
7. Informative, but not definitive
1. Background
2. Table of contents
3. Key recommendations
4. Narrative
5. Annual budget comparisons
6. 18 tables and three figures
1. First-ever Michigan association meetings industry survey
2. Countless data, insights and trends
3. Benchmarking metrics/statistics
4. Instructive, actionable and universal tactics
5. Annual association education strategy
6. Redefines how success is measured
7. Valuable to both associations/industry partners
Survey DataNumber Section1 Organization demographics2 Function leader3 2011 meetings calendar4 Professional speakers5 2011 major meeting6 Industry speakers7 Evaluations
Survey DataNumber Section1 Organization demographics2 Function leader3 2011 meetings calendar4 Professional speakers5 2011 major meeting6 Industry speakers7 Evaluations
Survey DataNumber Section1 Organization demographics2 Function leader3 2011 meetings calendar4 Professional speakers5 2011 major meeting6 Industry speakers7 Evaluations
Survey DataNumber Section1 Organization demographics2 Function leader3 2011 meetings calendar4 Professional speakers5 2011 major meeting6 Industry speakers7 Evaluations
Survey DataNumber Section1 Organization demographics2 Function leader3 2011 meetings calendar4 Professional speakers5 2011 major meeting6 Industry speakers7 Evaluations
Survey DataNumber Section1 Organization demographics2 Function leader3 2011 meetings calendar4 Professional speakers5 2011 major meeting6 Industry speakers7 Evaluations
Survey DataNumber Section1 Organization demographics2 Function leader3 2011 meetings calendar4 Professional speakers5 2011 major meeting6 Industry speakers7 Evaluations
Survey DataNumber Section1 Organization demographics2 Function leader3 2011 meetings calendar4 Professional speakers5 2011 major meeting6 Industry speakers7 Evaluations
1. Diversify revenue
2. Reward difference
3. Value context
4. Maximize opportunities
5. Prioritize learning
Diversify Revenue
• Increase percentage of annual revenue from meetings
• Leverage exhibitions and sponsorships
• Consider developing credentialing programs
• Maximize major meeting income
Diversify Revenue
Reward Difference
• Function leaders/staff• Speaker bureau services • CVB services• Methods used to get
ideas about speakers • Decisions about
professional speakers • Decisions about major
meeting venues
Reward Difference
Value Context
• Position titles/salaries• Total number of
concurrent sessions• Percentage of members
attending major meeting • Industry speaker
compensation packages• Form and content of
formal evaluations
ValueContext
Maximize Opportunities
• College/university internship programs
• Blended learning and digital meeting formats
• Outsourcing meeting planning activities
• Optimizing speakers• Collecting evaluations• Live video streaming
MaximizeOpportunities
Prioritize Learning
• Utilize professional/ industry speakers
• Schedule intentional speaker follow-up
• Call for presentations • Speaker preparation• Measure learning• Verify expanded
speaker submissions
PrioritizeLearning
1. Diversify revenue
2. Reward difference
3. Value context
4. Maximize opportunities
5. Prioritize learning
Next Steps
• Refine ideas– Action items– Resources– Completion dates
• Implement ideas• Accountability– Partner/team
• Evaluate/repeat
Final Thoughts
• Business as usual is not an option• Evaluate current education strategies• Operationalize the report’s key
recommendations • Develop actionable next steps• Implement new strategies within this
calendar year
• Elevate the quality and sophistication of your programs
• Build the reputation of your meetings department
• Improve the association’s bottom line
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