Association Event Network | Page 18

Using Technology 18 March 2017

Tech techniques for freeing the entrepreneurial spirit

Shocklogic has carved out a niche for itself as a specialist association event management technology provider and CEO John Martinez tells AEM about some of the common challenges his clients face and offers advice on finding solutions
London-based event management technology provider Shocklogic increased its association business by 50 % over the past year so the London-based team is clearly finding solutions to association event needs . In recent times Shocklogic has supported associations including the International Society of Ultrasound in Obstetrics and Gynecology ( ISUOG ), European Society for Organ Transplantation ( ESOT ) and the British Contact Lens Association ( BCLA ). Events for both the BCLA and ISUOG were supported with online , on-site registration and scanning technology with 300 delegates attending the former in Hong Kong and 2,500 people at the latter in Rome . Shocklogic also supported Damian Hutt and The Association of Association Executives at its UK Congress in London . The company has managed all registrations and delegate tracking at the Association ’ s partner events since 2010 . “ We ’ ve been supporting associations internationally for the past 20 years ,” says John Martinez , CEO and founder of Shocklogic . “ Hundreds of associations use our integrated suite of solutions to save time , money and paper . This includes registration , membership and abstract management software , as well as ePosters , surveys , mobile apps , badges and scanning devices .”
Key challenges Martinez underlines that one of the main challenges of any association is to create non-dues revenues . He therefore designs his company ’ s products to create revenue streams and sources of income key to all associations . Sometimes the scale of the task can be large : Shocklogic supported the European Powder Metallurgy Association to deliver its 2016 World Powder Metallurgy Congress & Exhibition , an event that attracted 400 oral and poster presentations and 1,900 participants from 60 countries . So , what does Martinez consider the key conference concerns for associations , and the easy fixes for them ? “ Associations are accustomed to having to educate their suppliers . Annalisa Ponchia executive director at the European Society of Organ Transplantation identified this as her hardest challenge when taking her society towards paperless events ,” says Martinez . “ How to deliver personalised digital content to each individual member is another challenge that every association client faces . “ By applying categorisation through data and targeted content , we can provide our clients with quick wins that have immediate impact on the perception of their members . " This buys the time to make the necessary changes to how data is collected and stored so we can get closer and closer to the holy grail which would be an ‘ Amazon like ’ online experience , where content is received based on not only categorisation but online behaviour and choices .”
Be entrepreneurial And the common challenges facing associations ? “ Globalisation has removed boundaries and created more competition . Many of our European association clients have members that do not reside or work in Europe , but their associations still are the main source of education , governance and best practice samples for these members . Challenges include :
• Budgetary constraints and access to information
• Competition , associations merging and clustering
• Member retention through engagement
• Talent retention in management
• Content delivery and distribution and how data is kept and collected
“ To help meet these challenges associations need to implement private sector business practices and adopt entrepreneurial mind-sets .” Common mis-steps associations can make when organising conferences without expert event technology assistance include implementing solutions that have no longevity , Martinez notes . “ Not all that shines is gold ,” he says . “ Just because something is new or hip , it doesn ' t mean that it will present a practical solution to a real life need . Technology for technology ' s sake is never the right decision . “ Like everyone else , association clients can be