Overhaul Your Annual Meeting and Innovative Event Design

• 1. 0 to 60:Overhaul Your AnnualMeeting with InnovativeEvent DesignMonday, August 13th1:30 pm Hub Tag: #ASAE12 innovate

2. Ordinary Time, Typical Situation 3. About NiUG Global association # chapters # members Share, compare & become more aware # years in existence Heavily rely on sponsor dollars & dues 3 major conferences per year Very active online community/listserve 4. About the iMIS Global Community Manufacturer, ASI, creates lots ofinformational and educational materials ASI offers training X # of resellers that offer content, trainingand education ASAE, CSAE, ESAE and LinkedIn all havegroups that support associations usingiMIS and are there for discussion Lots of competition for mindshare! 5. NiUG Discovery Conference Purpose is to provide members with: training latest product updates unbiased information on best practices Awareness of other solutions from exhibitingvendors Networking time because often the NiUGmember is the only one within an associationstaff & need a community 6. NiUG Discovery Conference Problems with the Conference: Formula no longer producing the same results Membership numbers dwindling Exhibitors want more for their money andwant something new thats measurable Board asking for more insight into P&L of theevent portfolio Lots of manual work to plan, manage andmarket the event Super small staff to put on events 7. NiUG Discovery Conference More issues: Not enough money for marketing Not enough bandwidth to get creative; all stafftime spent in logistics Offered a conference program with print ads No event website; had one page withinregular organizations site Theme was just Discovery Trying to use social media, but.. 8. NiUG Discovery Conference More issues: Offered tabletop exhibit space to exhibitors Offered solution tables by putting up name ofsolution in middle of lunch table and allowingpeople to choose where to sit No external advertising for the conference One night-time activity for networking 9. 2011 Conference 10. 2011 Conference 11. Tipping Point Realized we needed to change when: Flsfjljsflsfj Slflsflsfjlsjf sfljsfljslfjlsjf 12. Making the Break from Ordinary Typical & (Seemingly) Safe 13. Making the Change Got out of denial Got clear on the fact that staying the samewas more dangerous than taking the riskand making a change Reached out to innovative partners tocollaborate on a revamped NiUGDiscovery 14. Step One. Getting Clear on the Attendee Took the time to focus on the attendee andreally understand: Who they are What emotional fulfillment comes from NiUG Where else they get their information What they really value from the NiUGDiscovery meetings 15. Step One. Getting Clear on the Attendee Attendee Profiles: Technology Exhibitor NiUG Member ASI StaffNeed to show a matrix of who they are andwhat they want out of the conference,demographic and psychographic profile foreach (should be 3 slides) 16. Create Your Value Prop MatrixDescription Approximate Size Value Proposition How You Willof Segment (Benefit) Measure & BenchmarkSegment #1 NameSegment #2 NameSegment #3 Name 17. Create Buyer Personas Visualize & Characterize this Group ofAttendees/Customers Write a story about them. Write many stories about them. Think about their total life and how your product fits in Understand the joy & pain of the segment 18. Create Your Persona Matrix Demographics LifestylePain or Joy Points How Your Psychographics Description DayProduct/Event/Serin the Lifevice Fits In for thisPersonaPersona #1:Justine SteelmanPersona #2:Maria RodriguezPersona #3:Amanda Hastings 19. Step TwoGetting Clear on the Purpose Wrote a value proposition statement forthe NiUG Discovery Conference and gotclear on what the unique differentiator isfor NiUG:NiUG Discovery is the only conference thatiMIS users, iMIS resellers and ASI staff canattend that is free of competition and cansupport open dialogue about using the iMISproduct. 20. Step Three.Telling the Story Took the value proposition and analyzedhow it could be evidenced. Askedourselves, if we are truly the only place forfree dialogue, what does this mean for: Session formats? Session content? Session selection processes? Room set-up and floor design? Exhibitor relations? Sponsorship packages? Food & beverage? 21. Step Three. Telling the Story We decided that our clear valueproposition allowed us to changeeverything The event changed itself naturally once wechanged our mindset to focus on our valueproposition and not logistics/task lists 22. Step Three. Telling the Story We decided that our clear valueproposition allowed us to changeeverything The event changed itself naturally once wechanged our mindset to focus on our valueproposition and not logistics/task lists 23. Step Three. Telling the Story Event had already been decided to beheld in Philadelphia We knew we wanted to focus on the ideaof free dialogue and we were in the city offreedom, so.we married our valueproposition with our location 24. Step Three. Telling the Story Discovery Conference 2012 now took on areal purpose and a call to action: Join the Revolution! Lets Revolt and Think! Rise up and Be Free! 25. Step Four. Focus on the Program New thinking is controversial Most people dont naturally gravitatetowards controversy and pushing theboundaries Therefore, we needed to facilitate dialogueon topics to get people to think new We needed to get people to revolt againststasis and take action 26. Step Four.Focus on the Program Purposefully chose eyebrow raisingtopics: Looked for topics that are on peoplesminds but rarely seen in a session (theones people talk about in the hallway) Added topics we knew had at least twoviewpoints Added topics new to everyone where weknew needed more education and focus 27. Step Four.Focus on the Program Took topics and put them intomatchmaking system Reach out to attendees that haveregistered and offer them this newprogram of solution tables where they rankand pick which topics to attend with aminimum that they must attend Sell off new sponsorship of theseRevolutionary Roundtables 28. Step Five.Create Digital Demand Took advantage of fact that in todaysworld, people interact digitally way beforeattending the live event Started using digital media to createdigital demand so that onsite experienceeven better and ice breaking/rapport hasbeen established 29. Step Five.Create Digital Demand Change the copy of the event emails toreflect the revolutionary thinking idea Start to roll out banner ads withrevolutionary ideas Plan for social media campaign to get thefree thinking starting and to have more fun Start to put a look and feel in place thatwill set the conference apart 30. Step Five.Create Digital Demand 31. Step Five. Create Digital Demand. Banner Ads 32. Step Five creating Digital Demand Create Sponsor and Exhibitor page foreach one Add in Google Analytics codes for each toshare after the conference Ask sponsors and exhibitors to pointpeople to their page and provide content,twitter feeds, youtube feeds, etc Promote content in pre-event emails Engage speakers in social media 33. Step Six.Creating an Immersive Experience Focused on the onsite experience: What will the attendee see? How will the space feel? What can we do to continue our feeling offreedom? How can we facilitate activities that allowattendees to have fun and build rapport? 34. Step Six.Creating an Immersive Experience Focused on the floorplan and creatingspace: Previous years did not have a flow the floorspace. Exhibitors were crowded and usedconventional set-ups and layouts. Previous years signage was functional, butdid nothing to evoke an emotional responsefrom an attendee 35. Step Six.Creating an Immersive Experience 36. Step Six.Creating an Immersive Experience Create signage that is meaningful Now instead of exhibitors, it is theFreedom Trail where you can explore new solutions to old challenges Each exhibitor is now a stop on Freedom Trail 37. Step Six.Creating an Immersive Experience 38. Step Six.Creating an Immersive Experience Each lunch/breakfast table now includes tent cards that feature a Revolutionary and famous quotes. The back holds trivia information with the answers printed on the inside to stir up Benjamin Franklin Table conversation 39. Step Six.Creating an Immersive Experience Each badge now features the Im a revolutionary slogan and virtual ribbonsName Back of the badge Title features icons used in Organizationgames and QR codes that can be used for information exchange with exhibitorsIm a Revolutionary!Committee Member 40. Contact Info:Speaker Name (1) Speaker Name (3)TitleTitleOrganization Organization[Phone][Phone][Email][Email]Speaker Name (2) Speaker Name (4)TitleTitleOrganization Organization[Phone][Phone][Email][Email]