VIEWPOINT
Meetings: About Members' Needs or
Their Money?
Many associations are experiencing
difficulty with their meetings since 9/11.  Plus,
recent events such as the war in Iraq and the SARS
outbreak are sure to negatively impact meeting results
as well.
Many associations have depended on their
meetings as a major revenue source, but is that about to
permanently change?
That depends.
If the focus is on the meeting, then the
results will continue to trend downward. By that I mean,
if the main purpose in holding the meeting is to
generate revenues, then those revenues will drop.
However, if a meeting is identified as
the best way to meet particular member needs, and as a
result it is perceived to be highly valuable, then there
is no reason that meeting can not be highly successful.
Another reason why I am optimistic is
that it is cheaper than ever to travel to meetings, and
especially mid-week meetings. On the other hand,
such meetings must be perceived to be valuable. If
not, even cheap airfare will not attract attendees.
Form must follow function.
Meeting programs must be more compelling
than ever. The attendee must be able to clearly
identify the value from attending the session. Then, and
only then, will the meeting be successful...financially
and otherwise.
Wayne
Amundson, president of Association Xpertise Inc. can be
reached at (403) 374-1822 (or admin@axi.ca).
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