PCMA Power Chapter - Annual Meeting Improvement
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Transcript of PCMA Power Chapter - Annual Meeting Improvement
Tactics for Annual Meeting Improvement in a
Tough EconomyDave Lutz, CMP
Velvet Chainsaw ConsultingOctober 9, 2009
Ground Rules
ASKQuestions
Cell Phones OFF
Keep ?’s Relevant
To all
NO Speeches
Do NotRun with Scissors
NO VendorPlugs
Simple RulesSimple Rules
Share yourexperiences
Today’s Agenda
Measurement Examples 1
Retention & Loyalty Tactics2
Attraction Tactics3
Drastic Times/Drastic Measures4
Prioritization Tool5
Performance – Attendance & Financials
Attendance
-
500
1,000
1,500
2,000
2,500
FY2003 2004 2005 2006 2007
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%Total Attendees
% Membership in Attendance
* Note: All numbers in this presentation are not actuals, but are realistic
($500,000)
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
FY2003 2004 2005 2006 2007
Revenues
Costs
Profit
Profit*
Utilize External Benchmarks
Attendance vs. Other Associations
* Note: All numbers in this presentation are not actuals, but are realistic
Profit*Pricing vs. Other Association Convention
$-
$200
$400
$600
$800
$1,000
$1,200
AC
HE
HF
MA
MG
MA
AA
HA
M
HIM
SS
AH
IMA
Member
Non-Member
1.00
1.10
1.20
1.30
1.40
1.50
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
U.S. CPI
HFMA Membership
ANI Basic Conference
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
140.0%
160.0%
RS
NA
HIM
SS
NA
LPA
BA
ALA
AA
SA
ON
EA
ZA
MR
AA
AD
AA
HP
ER
DA
AH
AM
MG
MA
AC
HE
HF
MA
AH
LA NR
AH
IMA
Attendance/Membership %
0
500
1000
1500
2000
2500
2004 2005 2006 2007
20+ 11-20 6-10
2-5 <2
-
500
1,000
1,500
2,000
2,500
2004 2005 2006 2007
20+ 11-20 6-10
2-5 <2
-
500
1,000
1,500
2,000
2,500
FY2003 2004 2005 2006 2007
Non-Provider
Provider/Payer
Provider vs. Non-Provider
PFS MC# of Years in Healthcare # of Years as a Member
Analyze Long-Term Attendance Trends
* Note: All numbers in this presentation are not actuals, but are realistic
-
500
1,000
1,500
2,000
2,500
FY2003 2004 2005 2006 2007
Repeat Attendees
First-Time Attendees
1st Time Attendees steady
Key Program DissatisfiersPoor delivery and information too basic are the most common concerns at HFMA national educational events.
Dissatisfier Representative CommentsDelivery Just read slides, boring, dry, unorganizedToo Basic Nothing new, too basicNeed Examples Need real world examples, tools, solutions or more detailsQuality Wrong data, typos, opinion not factNot Relevant Too academic, how do I use this? Not relevant for smaller hospitalsMaterials Font too small, B&W graphs, unreadableUnexpected Program title doesn't match program, not what I expectedLogistics Microphone problems, lightsOther Q&A not handled wellSales Shameless plugsToo Long Topic only deserved 60, 90 minutes, too long
How do you measure retention?
* Note: All numbers in this presentation are not actuals, but are realistic
# Repeat Attendees per year
0
200
400
600
800
1000
1200
2003 2004 2005 2006 2007
-
500
1,000
1,500
2,000
2,500
3,000
1 2 3 4 5 6
How do you measure retention?
37% of Attendees have attended multiple times
# of Times Attended in last 6 Years
* Note: All numbers in this presentation are not actuals, but are realistic
Measure long-term repeat attendance
How do you measure attraction?
* Note: All numbers in this presentation are not actuals, but are realistic
660
680
700
720
740
760
780
800
820
840
860
880
2003 2004 2005 2006 2007
# 1st Time Attendees By Year
How do you measure attraction?
85% of members have not attended in 6 years
-
5,000
10,000
15,000
20,000
25,000
30,000
Current HFMAMembers
Have notattended ANI in
last 6 years
* Note: All numbers in this presentation are not actuals, but are realistic
Is the Issue Retention or Attraction?
Weak Retention Strong Retention
Weak Attractio
n
Brush up the resume!
1. Not enough or not on-target marketing? Viral?
2. Target new demographic.3. Consider incentives for 1st
timers or guarantee.
Strong Attractio
n
1. Too much repeat or stale education?
2. Either conference was “oversold” or it under performed.
3. Not attracting the right audience?
4. Location factor?
Life is good! Ask for a
raise.
Meeting End Survey
Session Surveys - Takeaways
Changes made 30 – 90 days
Business Impact linked to the meeting
Assessing each level, actionable results
Level 2 - KnowledgeDid they learn anything?
Level 3 - BehaviorDid they apply it to their job?
Level 4 - ResultsWas it worth it?
Level 1 - ReactionWere they satisfied?
Kirkpatrick’s Evaluation Model
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14
Areas of Strengths Highlighted by the Post-Meeting Survey
84
91
74
8690
9592
9489
95
0
20
40
60
80
100
Percent
Satisfaction with PCMA Satisfaction with PCMAEducation
RecommendingJoining PCMA to
Others
Likelihood to RenewOne's Membership
My PCMA Membershipis a Valuable
Professional Asset
Pre-Event Post-Event
Short-term Thinking
“We can save our way to
profitability.”
Retention – Accelerate Connections
Networking on Steroids!•Social media groups
– White label - tagging
•First timers•Speed dating•Links to handouts & booths visited
Content is Huge!
“People will pay for content if it is so unique the can’t get it anywhere else, so fast they benefit from getting it before anyone else, or so related to their tribe that paying for it brings them closer to other people”
Seth Godin
•User generated content rules! - Crowd sourcing•Call 4 papers vs. recruitment - coaching•Extending the event - Hybrid•Segmentation•Main Tent – Emotional + Unique•CEU’sContent is King!
Retention – Education Improvement
Retention – Give lots of LOVE
•SHRM – ROCK•Staff & board engagement•In the spotlight - recognition•Easy to do business with
Attraction – Targeted & Wide Net
•“Laser” Focus – marketing vs. promotion•Word of Mouth - Social networks•Give them a taste •Exhibitor/VIP invites•Co-location & partnerships
Attraction – Incentives
•Group discounts•Economic stimulus•Membership•Local day special•Students•Money back guarantee
Drastic Times/Drastic Measures
•Desirable location•Nice to have vs. must haves•Stop doing list
– Show daily– Annual dinner
•Will cuts be noticed?•Vendor advice•Switching costs
Prioritize ‘til it Hurts
Project Prioritization MatrixReturn on
InvestmentInvestment Required
Probability of Success
Time to Complete Difficulty
Resource Match Total
Decision Criteria Weighting 30% 20% 15% 15% 10% 10% 100%Use polling in general session 1 4 4 6 4 1 310Extend life of show through online community 6 4 6 1 4 4 445Improve efficiency of abstract submission/mgmt 9 6 6 6 4 4 650Benchmark conference and expo pricing 1 9 1 6 6 6 435Add Internet Café to Expo Floor 1 4 4 9 9 1 405Rating Scale $50K + = 9 < $10K = 9 Very High = 9 < 1 month = 9 Low = 9 Very High = 9
$30 - $50K = 6 $10 - $20K = 6 Strong = 6 2-3 months = 6 Moderate = 6 Strong = 6$10 - $30K = 4 $20 - $30K = 4 Some Risk = 4 3-4 months = 4 Strong = 4 Moderate = 4< $10K = 1 $30K + = 1 Low = 1 5 months + = 1 Very High = 1 Low = 1
Resources
– http://Jeffhurtblog.com – www.principledinnovation.com/blog/
– www.Chrisbrogan.com – TSW Event Tech Blog– Velvet Chainsaw - VCInk