April 17, 2015
As association executives, we pour our heart and soul into planning events, meetings, and conferences for our organization. Often times, we can list the sponsor or attendee benefits for our own events in our sleep – but do we forget that attending, exhibiting, or sponsoring other organizations’ events on behalf of our association can be extremely beneficial?
This powerful communications and marketing strategy can easily be overlooked. Is your goal as a trade association to educate members of a specific industry? Or as a professional society, do you want to grow your membership or even something like submissions to your scholarship program? Getting involved in other organization’s events might be just what you need to do to move the needle.
- Take advantage of the host organization’s positive reputation – Attendees are there for a reason! They most likely find the conference or event important for their business or professional growth. Your organization can be thought of most positively just by being present.
- Make marketing easy – The host organization does some of the marketing for you! At your own event, you’re trying to get people there, when taking part in another organization’s event – they do that work for you!
- People in associations make things happen – You know the people involved in your organization get things done, these are exactly the people you want to get in front of! Association events draw doers, the people who you want to know about you.
Attending or sponsoring events of other organizations are key components of a larger communications program for several trade associations that I work with. Meeting key opinion leaders one-on-one not only helps us to build relationships but it also spreads awareness of our organization or campaign.
Do you ever exhibit, sponsor or attend conferences of other associations? Has this tactic translated into a success for you?