segmentation and research are of extreme importance. Continuous
maintenance of lists is critical due to the mobile nature of the
membership itself. Millions of dollars are wasted each year on
printing, postage, and electronic communications as a result of
outdated target information.
Beyond current lists, the marketing executive must be vigilant
in the search for new audiences. Focus groups and other research
can help identify related markets that could benefit from the event,
and perhaps even be invited to join the organization on a perma-
nent basis. Suppliers and exhibitors are often significant resources
for lists of potential attendees, as well as for cross-promotions for
the event. Regardless of the targets, the message must emphasize
thebenefitsthat the registrant can expect to receive, rather than the
featuresof the event. From the advertising to the brochures to the
public relations, the message must be constant, crisp, easy to un-
derstand, and compelling.
Summary 127TALES FROM THE FRONT
An association of veteran business execu-
tives researched attendee needs for the con-
vention program and learned an interesting
thing from respondents. They were frustrated
by limited time available for peer inter-
change and too much time spent passively
in seminar rooms being lectured to by pre-
senters and panels. The marketing approach
was changed to reflect the true demo-
graphics and attitudes of the constituency. In
other words, these were industry captains,
accustomed to being heard and having their
opinions weighed heavily.
In response, the marketer prevailed upon
convention planners to allocate a two-hour
period in which to provide “topic tables,” or
free-form discussion groups with prescribed
industry issues to debate in an informal set-
ting. The executives could flow from table to
table and topic to topic and stay as long or
as little as they liked at each. The conven-
tion staff was amazed at the sight. High-
ranking executives had the room abuzz with
conversation and were obviously enjoying
the opportunity to grab a chair and a cup
of coffee, rub elbows with peers, pontificate
and debate, and make new business con-
tacts and friends.
The reaction in postevent research was
so positive that a full six hours of the “topic
table” approach to education was built into
the convention schedule. Follow-up has
proved that this informal, inexpensive, and
fulfilling educational format has become the
leading reason cited by attendees for re-
peat attendance.