The Evolution of Conventions and
Conferences: The Role of Associations
With this understanding of the pioneers of event marketing, we
must recognize trade associations and professional societies, which
provide the structures that nurture such events. These organiza-
tions have played a vital role in the evolution of conferences, ex-
positions, and conventions.
The dictionary defines an association as an “organization of
persons having a common interest.” Since the Middle Ages and
the European guild system, associations have been giving people
a reason to congregate for mutual interests and purposes.
In other words, associations are incubators for events of all
types, serving the myriad purposes for which associations exist.
Among the functions of associations are
■Establishing industry standards
■Influencing legislative/political affairs
■Improving employee/employer relations
■Building a body of knowledge through publications
■Defining the industry/profession through demographics
■Providing greater purchasing power through group discounts
■Disseminating general information
■Creating and maintaining social relationships
■Performing public service activities
■Developing statistical data and research
■Expanding members’ professional development
■Offering education and training
■Providing group travel opportunities
■Creating positive public relations
■Handling industry/professional legal affairs
■Identifying and defining common causes
■Introducing opportunities for entertainment, networking, and
peer interaction
These are just some of the functions performed by associations
and professional societies. And when you examine each function,
you will find opportunities to hold events, along with jobs for
those who market these events (see Figure 1-1).
More than any other institution, associations have driven the
definition and identification of event marketing as a profession.10 Chapter 1 Introduction to Event Marketing