Association professionals might have more challenges, in the beginning, to gain focus for long-range planning and shorter-term deliverables when it comes to executing a non-dues revenue-generating event. How can associations share in the excitement about continued growth? PAI Sales provides guidance and expertise to association staff to deliver and sell events.
Keep it about the Goals
Whether the challenge is getting a new event off the ground, maintaining a growth trajectory, or getting key team members on the same page, we follow this blueprint to get everyone marching together. Here is an overview of the process with six simple steps:
- Create a shared Vision of what the event will look like in the future.
- From the vision, make a future Plan, and make the plan about Goals.
- Establish a Longer-range Focus on the event as an evolving business (key term is evolving business.)
- Establish, communicate and share the goals – for long-term and for each event – will the full team and key member committees.
- Plan together as a team, including Quantitative and Qualitative goals blended into one business plan that is flexible for adjustments.
- Look backward for Lessons Learned and to build on prior success, and look forward for Improvement and Growth.
- Develop and set goals for both attendee and sponsor/exhibitor satisfaction. Collect feedback and make adjustments accordingly.
- Develop and set goals for Service Level, Responsiveness, and Business Practices.
- Develop other goals for attendee Experience, program/content Quality, Engagement, and other key items including the incorporation of any creative, memorable, or “wow” factors.
For each event, set goals for:
- Total Revenue
- Attendee/registration Revenue
- Sponsor/Exhibitor Revenue
- Net Revenue
- Number of total attendees
- Number of paid attendees
- Number of paid sponsors
- Establish and share the goals by a specific date each year for the following year.
The quantitative goals will involve related “time and space” goals with hard calendar deadlines. Create a document so that everyone is sharing in the goal-driven deadlines with related steps and tasks.
Team Sharing, Communicating and Planning
- Establish a monthly meeting to exchange updates and to track progress.
- Set a twice-yearly meeting to revisit and make adjustments to the future plan.
Just remember… Have fun as a team, root for and celebrate success!