Event associations play a crucial role in helping industry professionals develop strategies that encourage growth and excellence.
We recently chatted with leaders in the MICE sector, and they shared some of their most valuable lessons with us. Dive in to discover these insights so you can apply them to your next event.
7 Golden lessons from association leaders:
- Listen to your attendees: Use feedback to tailor event experiences
- Anticipate needs: Stay ahead of trends to meet future demands
- Know your audience: Customise events for different attendee segments
- Engage with content: Offer interactive, inspiring sessions
- Provide inclusive networking: Create diverse, accessible networking opportunities
- Explore fresh locations: New locations and venues can enhance the appeal of your events
- Deliver valuable insights: Provide research and data for informed decision-making
What are event associations doing well?
1. Actively listening
Active listening involves paying close attention to needs, concerns, and feedback.
The associations we spoke to practice this to build stronger relationships and trust with their audience. This ensures they address the right issues and can tailor experiences to meet their members' evolving needs.
So, what are members saying?
Sammy Connell, Co-Chair of ABPCO, says, “We’re hearing from our members that they want events focusing on sustainability, accessibility, inclusivity, and tech integration. They expect conferences to cover key industry trends and offer practical solutions they can use and implement immediately.”
Using tools like event apps, you can get real-time feedback and immediate session reactions. Conducting one-to-one discussions can help you better understand member preferences and deliver a more personalised event experience.
This data can guide decisions for future events, ensuring content and networking activities are finely tuned to meet audience expectations.
2. Predicting what members need
Your members come from every walk of life, from different cultures, with different expectations and approaches. As a proactive association leader, you should also take the time to also understand the various industries your members work in. This will enable you to anticipate your members’ needs and where you can assist them most.
Associations that can anticipate their members' future needs tend to stay ahead of trends and challenges. Doing so ensures they remain relevant and continue providing value, especially in an industry that is constantly evolving. This forward-thinking approach keeps members involved and engaged.
You’ll already be aware that AI can play a role in helping to assess the future needs of your members. As IACC's CEO Mark Cooper points out, “The development of solutions using AI, supporting both venue operations and sales and marketing, is just starting to be realised and starting to help our members automate, evaluate, and manage data analysis better. In the Autumn, IACC will produce its second in a series of reports highlighting the uses of AI in conference venue operations.”
You should invest in trend analysis and data insights to predict future attendees' needs. Incorporating emerging topics, technologies, or market trends into event programs can position your events as forward-thinking and relevant.
This might involve introducing new formats, tech-driven experiences, or content about upcoming industry challenges. This will keep members engaged and looking forward to what’s next.
3. Understanding your audience
A deep understanding of your audience allows you to tailor your offerings more effectively. Knowing their demographics, interests, pain points, and professional goals helps associations deliver content and experiences that resonate personally and professionally.
Large associations that appeal to a broad base of people take the time to grow micro-communities within their membership. They understand that a one-size-fits-all approach doesn’t work.
For example, while MPI membership has a significant number of event planners, it also has micro-communities for planners working in different sectors and countries. Some of their communities include medical meetings, healthcare, and event professionals in the EMEA region.
Event planners can adopt this approach by building detailed attendee personas and creating customised tracks, sessions, and networking experiences tailored to different attendee groups. This ensures every segment feels valued and engaged.
4. Developing engaging content
Content is at the heart of any event. Associations succeed when they offer content that informs, inspires, and engages, as it encourages members to push beyond their own boundaries.
Understanding your attendees means you can select the topics and speakers that are most important. Our associations found that rather than a generic talk on an issue, their members wanted practical and immediate takeaways that they could use immediately.
As Drew Holmgreen, Chief Experience Officer at MPI, points out: “We’re a society that ‘wants what we want, and we want it now’.”
You should consider incorporating more interactive content formats into your events to increase engagement. This might include roundtable discussions, workshops, live polling, or Q&A sessions that invite audience participation.
Offering a variety of content formats, such as keynote speeches, panel discussions, or breakout sessions, ensures that members can engage with the content in ways that suit their learning preferences.
5. Providing inclusive networking opportunities
For your members, networking is one of the most valuable aspects of attending an event. It gives them a chance to extend their personal reach and tap into each other's skills and experiences.
Long gone are the days when attendees could be encouraged to network simply by moving them into a large room, offering food and drink, and expecting the magical connections and new business leads to manifest.
Associations that create inclusive networking opportunities ensure that all members can connect, share ideas, and collaborate regardless of their background or status. This inclusivity enriches the experience and enables a sense of community and belonging.
It’s important to understand what attendees need from networking. As Kerrin MacPhie, Chief Executive of the MIA explains, “Our latest Members Survey revealed nine in ten (90%) event delegates want to come away from an event with leads and new connections, more so than increased knowledge and learning.”
Event planners should prioritise creating diverse networking formats that cater to different types of attendees, from seasoned professionals to first-time participants.
Structured networking sessions, such as speed networking, mentorship pairings, or industry-specific meet-ups, can ensure that everyone has the chance to build meaningful connections.
6. Exploring new locations
Choosing fresh and new locations for events can reinvigorate an association's offerings, attract new attendees, and keep current members engaged.
New locations can provide fresh perspectives and different cultural experiences. Many associations are used to ensuring their members experience new locations, especially for annual conferences.
Event planners can do the same. Hosting events in cities known for innovation in specific industries can enhance the event’s appeal. Selecting a venue that is unique is the next step to making the most of the new location.
💡 For more ideas on unique venues, take a look at our eBook, Unique Event Spaces: The Latest Trend in Venue Selection
7. Delivering research that helps members navigate challenges
Associations play a crucial role in providing their members with research and insights that help them stay informed and competitive in their fields.
Whether it’s industry reports, market trends, or thought leadership, this intelligence helps members make informed decisions and stay ahead of challenges.
Annette Gregg, CEO of SITE, talks of the association's recent launch of its Incentive Travel & Motivational Events (IT&ME) study, which brings up-to-date data for its global membership and its “Why Incentive Travel?” initiative. This is the first part of a toolbox for incentive travel agencies that will explain why incentive travel is essential for a corporation's reward and recognition.
Association event planners can enhance their event offerings by partnering with industry experts to deliver cutting-edge research or insights at their events. Hosting sessions dedicated to sharing data-driven insights or industry forecasts can position the event as a source of valuable information.
Offering white papers, exclusive reports, or real-time data during and after the event further strengthens its relevance. By focusing on knowledge-sharing, planners can provide long-term value to attendees beyond the event itself.
Elevating event planning with insights from associations
Looking ahead, event planners can elevate their craft by embracing the key strategies practiced by industry associations. Prioritising active listening, anticipating future trends, and delivering tailored, inclusive experiences will drive more engaging and successful events.
By continuously innovating and staying attuned to attendee needs, you can create events that meet expectations and inspire lasting connections and value.
Discover more on how to deliver impactful events in our eBook, Poised for Growth: Scaling Your Association’s Events.
