Association Insight International & European Association Insights Spring 2015 | Page 33
Association Success Story | Association Insights
» Increase repeat attendance following year
»D
ouble income from sponsors and exhibitors
» Hold a world class event that people would highly
recommend
Results
There is very little true innovation in conference
development these days. What makes this event
notable is the way the SSA UK focused on quality
rather than price for the event. After researching their
members and engaging with sponsors they invested in
quality increased the cost of the ticket price, but also
the overall value to delegates. Venues, speakers and
materials were selected based on their compliance
with the event’s needs, then price was negotiated after
selection.
In most cases when considering items the
subcommittee were not aware of their price. Most
event organisers have a ticket price in mind when they
develop their budget and create their event to meet
this price. In this case the event was created to meet
a quality specification and then the ticket price was
set to match that event. The results show that this was
far more appealing to delegates and profitable for the
Association.
The event sponsors and exhibitors were also actively
engaged in planning stages of the event which
gave them greater ownership and increased their
likelihood to increase spending. Customising marketing
material based on the local market encouraged more
attendance from countries who traditionally had poor
representation at the event.
Comparative conference statistics 2014 vs 2012
panels would have facilitated some more lively
discussion on some issues as well as the professional
to keep things moving.
»W
e still have not got the social media campaigns as
robust as we would like. Need more time to track likes
and commenters to convert into registrants.
» Sell the tickets in Euros and Pounds so people
know what they are paying and then take the hit on
currency rates.
»W
e are looking at using translators during the
sessions and online broadcasting of certain sessions in
multiple languages. Translating the marketing material
into a local language really helped but then if all the
sessions are in English then the non-English speakers
do not get as much value from the event.
Conclusion
The new strategy was a huge success with all targets
exceeded. In fact, almost all the 3 year targets were
met in year 2. Sponsors felt a valued part of the process
rather than “cash cows”.
There was some resistance from certain delegates to
commit to the increased cost, this was partly managed
through a money back guarantee offer to selected
people where, if after the first day they said they did
not find value, they would get a full refund including
accommodation costs. This encouraged attendance but
no-one claimed their fees back.
24 people attended from Australia and South Africa, up
from only 8 the year before. There was also just under
double the amount of Spani sh delegates, largely due to
the customised marketing material. The 2014 the event
made a £49,233 profit.
Delegates saw more value in a quality event, even at
a higher price. Sponsors appreciated the quality trade
space with easy access and high ceilings, and received
more promotion in the marketing material and during
the event. Income from sponsors more than doubled.
Profit
Paid
Reg.
Full
Ticket
Price
(ex
VAT)
Spon.
/ Trade
Income
Trade
Stands
Sold
Evaluation
Satisfaction
Great or
above
Previous
(2012)
-£4,194
202
£390
£48,218
21
65%
Target
£30,000
330
£500
£100,000
30
85%
Actual
(2014)
£49,233
375
£500
£118,350
33
89%
Difference
from
Previous
£53,427
173
£110
£70,132
12
24
“A vastly improved conference when compared to last
year”
Difference
from
Target
£19,233
45
0
£18,350
3
4
“An extremely well organised conference and I would
say an excellent use of our time”
Difference
% from
Target
64%
12%
0
18%
10%
5%
“The best Self Storage conference I have ever attended,
including the US ones”
What you would do differently
»W
hile the professional moderator is good, maybe
using an industry person to moderate the industry
www.associationsnetwork.org
Quotes
“The quality of this event was outstanding, the business
speakers were focused and relevant to my business”
“This was the first FEDESSA event we have exhibited at
and the quality and volume of leads has ensured it will
not be out last”
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