January 2007 Editor's Column: Where are you going?
Most show producers struggle with keeping their shows relevant. But associations in many industries are feeling the pinch now more than ever. Beyond shows, associations themselves are fighting to prove their relevance to members. And while associations have always faced competition from for-profit show producers, the marketplace will likely get even tighter in 2007 with increasing competition from online marketing channels and b-to-b media companies that are getting more savvy with their integrated media offerings.
But there are plenty of associations getting more and more creative about how they’re handling the competition. For example, Donna Valponi, Vice President of Marketing, Membership and Meetings for the American Academy of Family Physicians (AAFP), says she’s currently conducting six research projects designed to get a better understanding of her members’ needs, so that she can use the data to make decisions about the association’s events and other services.
For the association’s 2006 annual convention, she had 18 association members “secret shop” the convention. AAFP picked up the registration fee, and in return the secret shoppers reviewed promotions, evaluated educational offerings and identified staff who provided great service — among other things. What AAFP learned and how the association is addressing some of the issues can teach us all valuable lessons:
• Location is the No. 1 draw for attendees. But with only 15 cities that can accommodate the assembly’s 16,000 exhibitors and attendees, AAFP will likely have to narrow its options even further. • Costs — specifically travel — are too high (despite the fact that the audience is doctors), so the association will be offering more hotels at lower rates. In addition, registration fees will include more classes at one price point. Doctors want discounts, so early-bird discounts will continue and deadlines have been moved up. • Continuing medical education (CME) credits are not the same draw they used to be because doctors have so many other educational options — both online and locally. In the future, the association will be offering more advanced education to attract its long-time members. • Members are getting older with an average member age of 48 years old, which has gone up every year since 1992. • While the percentage of first-time attendees was up, the core group wasn’t coming as often. In prior years, members said they felt the need to attend every 2-3 years, now they think every 3-4 years is enough. The association will be hiring more big-name speakers, like Senator Hillary Clinton, in addition to enhancing its educational offerings. • The convention is not a family vacation anymore, so youth and spouse programs will be revamped.
All this, despite the fact that last year’s show was one of the association’s most successful. As AAFP’s Annual Assembly gets ready to celebrate its 60th anniversary in 2007, it’s an excellent example of one association that’s focused on where it’s going instead of where it’s been.
