Gone are the days when association events were simply seen as
crowds of conventioneers reveling through hotel lobbies wearing
funny hats and tossing water balloons. Today, associations and
professional societies consider their events the most critical func-
tions they provide because the gathering of members of any event
must fulfill a defined purpose and personify the corporate culture
of the association. Marketers have learned that the competition for
members’ time and dollars is too great to do otherwise.
Event marketing has been transformed from an organizational
afterthought to a professional discipline upon which the associa-
tion depends for its very livelihood. And the association commu-
nity, more than any other entity, has guided other types of event
planners toward innovative and creative ways of attracting partic-
ipation and the greatest byproduct—public awareness.
Corporate meetings, religious retreats, civic celebrations, re-
unions, sporting events, fundraisers, technical and scientific sym-
posia, product introductions, parades, awards, and honors dinners—
all have benefited from the principles of event marketing begun by
the pioneers of the art such as those described earlier and refined
by the legions of association practitioners who have followed.
The Evolution of Conventions and Conferences: The Role of Associations 11Sampling of Association Events
■Conventions
■Expositions
■Seminars
■Board and committee meetings
■Awards presentations
■Celebrations and anniversaries
■Community service events
■Symposia
■Educational and video conferences
■Presentation of papers
■Receptions
■Sport and recreation programs
■Political rallies
■Installation of officers/leaders
■Tours and study missions
■Training programsFigure 1-1
These types of events are marketed by
most associations to their members and
supporters. Many additional event types
may be produced, based on the specific
disciplines of each association.