By Michael Jones.
International Confex 21’s Association Event Forum saw its sixth discussion on Day 1 at ExCeL London held under the title ‘Revenue positive – good times ahead for associations post Covid’. The discussion was led by Paul Martin, executive director for strategic business, at event tech platform EventsAIR.
Martin offered insight into how association’s main streams of revenue had adjusted and could be exploited as the pandemic had brought with it an adjustment in the structure of the events industry.
Martin focused on how the removal of geographical, financial, and physical barriers “offer access into previously unreached member markets that have opened up as a result of Covid-19.”
He added: “You can create a blend of virtual and in-person events that can build more value into your membership. This can create an environment under this framework that creates perpetual communication between members of associations, which maintains engagement.”
Martin also offered insight into how different membership formats allow distinctions between the value given to the client and cost associated with it. He added that it was “better to offer individuals something rather than nothing, and ensure the value associated with membership types is reflective of this”.
Finally, Martin issued a warning to event organisers that “If associations don’t move into virtual arenas effectively, members may choose to move away and look for alternative avenues to engage with these kinds of activity.”
