Make your events part of a Powerful Value Package

Associations around the globe seem to be in a perpetual race to see who can provide the most “value” for members, thereby making them stand out from their competitors. In order to do this, many believe, they have to provide more products, services, and benefits than any other organisation. This philosophy would work if the most always won, but in the association world it doesn’t always work that way.

The problem is that “value” in the eye of the beholder (the member or prospective member). This means that trying to overwhelm members/prospects with the longest list of “benefits” only matters if the number of benefits is the key to more value. That’s rarely the case. Many times members and prospects only need to see value in one or two things in order to get them to join or renew. The hard part is figuring out which benefits attract which members/prospects.

What you need is a package of benefits that provides three things: effective messaging (on what the value is); flexibility (members can decide which products and services they wish to access, and how); and high quality experiences (in-person, electronic, and interpersonal).

Even in today’s social media and digital age don’t discount those “in-person” benefits/experiences as being a cornerstone of what attracts members and what keeps members. Yes, it’s becoming harder to find the right balance between the value members get by showing up and value they get whether they show up or not. What we, as association leaders, need to do is constantly remind members that they can get value from all of our products, programs, and services but that our events can really tie things together with the interpersonal value of membership.

Here are a few things that organizations are doing to make their events a big part of their value message:

-Focusing on the new member experience at events. New members, first-time attendees, and potential members should be among your highest priority participants at events. At the meetings of CLFMI (the association for which I serve as Executive Vice President), we not only make sure these high priority attendees are identified on their name tags we also have a “rule” that during receptions and at other social and gathering times no two Board members can talk with each other if any of these members are present. Board members are assigned to seek out these priority attendees (we refer to them as Blue Ribbon attendees because their status is indicated by blue ribbons) and introduce themselves to them. New members and prospects put value on meeting and

talking with leaders of their industry, community, or profession, so why not be proactive about giving that to them?

-Structuring the “networking” opportunities. Most people agree that networking is the most obvious value of meetings and events but not everyone is comfortable going up to strangers at a meeting and striking up a conversation. More and more organizations are moving toward facilitated networking, using games, competitions, social media, and pre-event interaction to make the value of the event stand out even more.

-Tying some other programs and benefits to events. Try using some value messaging that circles back to your events. In your publications, feature articles by speakers at upcoming events. Put video interviews with keynote speakers on your website. Even after the event, tweet out quotes from speakers and attendees for weeks afterwards, and start telling people this is the kind of value you can provide at all of your events. Get them thinking about next year’s event right now.

Statistics show that members (and prospects) who participate in events join and renew at higher rates than non-participants. While all of your products, services, and programs should provide specific value, point out to prospects and members that attending events provides multiple values – networking, relationship building, continuing education, professional development, recognition, and management information.

Make your events your most valuable member benefit.

(Mark Levin, CAE, CSP has three decades of experience as an association executive, and is also an internationally-known speaker and consultant to the nonprofit and association community. He currently serves as Executive Vice President of the Chain Link Fence Manufacturers Institute (CLFMI), an international trade association, and as President of B.A.I., Inc., his speaking and consulting firm.

He can be reached at mark@baileadership.com or via his website at www.baileadership.com).