{"id":76199,"date":"2024-07-31T15:48:09","date_gmt":"2024-07-31T19:48:09","guid":{"rendered":"https:\/\/www.eventmobi.com\/?p=76199"},"modified":"2025-11-04T12:01:13","modified_gmt":"2025-11-04T17:01:13","slug":"annual-meeting-year-round-strategy","status":"publish","type":"post","link":"https:\/\/www.eventmobi.com\/blog\/annual-meeting-year-round-strategy\/","title":{"rendered":"From Sprint To Marathon: 6 Reasons Associations Should Rethink Annual Meetings"},"content":{"rendered":"\n<p>An annual meeting is many things\u2014a gathering, an experience, and a way to build connections.<\/p>\n\n\n\n<p>Bringing together thousands of people passionate about the same cause or industry is a great way to get a shot of energy for a few days. (That\u2019s especially true once you hit the trade show floor.) By the time the event is over, an attendee is likely to feel pretty good about their association.<\/p>\n\n\n\n<p>But an annual meeting is only three days out of the year, maybe four. Is there a way to keep those good vibes going after everyone goes home?<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>EventMobi Director of Sales Ian Webb thinks so. As a U.K.-based event-industry veteran who has been to hundreds of events over his 20-year career, he\u2019s experienced it all, and knows how great events can center the organization as a whole.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"288\" src=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/Ian-Webb-Profile_Pic-1.png\" alt=\"Profile picture of Ian Webb, Director of Sales at EventMobi.\" class=\"wp-image-76652\" srcset=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/Ian-Webb-Profile_Pic-1.png 1024w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/Ian-Webb-Profile_Pic-1-300x84.png 300w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/Ian-Webb-Profile_Pic-1-768x216.png 768w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/Ian-Webb-Profile_Pic-1-216x61.png 216w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/Ian-Webb-Profile_Pic-1-700x197.png 700w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<script src=\"https:\/\/fast.wistia.com\/player.js\" async><\/script><script src=\"https:\/\/fast.wistia.com\/embed\/b4qzaia0tf.js\" async type=\"module\"><\/script><style>wistia-player[media-id='b4qzaia0tf']:not(:defined) { background: center \/ contain no-repeat url('https:\/\/fast.wistia.com\/embed\/medias\/b4qzaia0tf\/swatch'); display: block; filter: blur(5px); padding-top:56.25%; }<\/style> <wistia-player media-id=\"b4qzaia0tf\" aspect=\"1.7777777777777777\"><div class=\"wistia_preload_transcript_outer_wrapper\" style=\"width: 100%; height: 100%; display:flex; justify-content:center; align-items: center; margin-top:-56.25%;\"><div class=\"wistia_preload_transcript_inner_wrapper\" style=\" overflow: auto;\"><p class=\"wistia_preload_transcript_text\" aria-hidden=\"true\" tabindex=\"-1\" style=\"text-align: justify; font-size: 5px !important;\">I think the annual meeting has always been kind of like the highlight of the year for both the association and its members, you know, especially for medical, scientific or technical associations. I\u2019ve done a lot of my work in you know, the opportunity to, one, bring the membership together, but also to present the research, the learning, the latest innovations. It&#8217;s always kind of been the anchor point to those meetings, which is why they hold so much value. So there&#8217;s a lot of content there for members to digest and sort of to experience being there at the event. So I think that&#8217;s kind of I guess, go back where I start, if that&#8217;s what&#8217;s the importance of those meetings. But I think even more so now, the opportunities to meet and learn and collaborate in person it\u2019s obviously huge. As a focus now on events being more and more of a designed experience and immersive experience of how that comes in, that content is delivered. So I think that&#8217;s certainly where we are now with the annual meeting. And so the opportunity yeah, moving forward. I think is probably quite a big question. Probably different association to have different thinkings and strategies around that as we kind of just said, But one of the challenges has always been how as an attendee I can get across all of that content, all of that research, all of that material. So, you know, you see these programs in five or ten plus parallel sessions and all the way in the world. I&#8217;m not going to be able to attend to all those sessions. I&#8217;m not going to be able to get all that content in a three day conference but I think that probably presents the opportunity now so we can think about it a little bit differently that, yes, this is the keynote speaker or that you know, that the person I don&#8217;t want to misspeak in person, but there should now be the opportunities for me to continue to get to engage with that content and learn outside and to see the education outside of the event itself. So I think as part of designing the event slightly differently, we have to think about just not there, not the event as this three day conference where that education and that content is kind of used up to make sure that you provide opportunities to engage with that outside of the conference itself. Yeah, I think there&#8217;s a whole ton of opportunity there. As as I as I said earlier, I think we&#8217;re moving to a place where implementing technology and the strategy around that to be kind of more year round stuff shouldn&#8217;t be out of reach. You know, as we talked about, I think in the past maybe that&#8217;s been delivered with maybe some of the larger associations that have highly customized solutions. But if it should, I think you should be able to deliver that in a in a much more frictionless way. So we say using technology. I mean, if you take a tool such as EventMobi for example, to do things like, you know, take your session content and then translate that automatically into a video like a post-event. And, you know, those things should just those tools should be available so they can be part of what the event planning teams is delivering and supporting the strategy post events. You know, tools like allow you to continue conversations that you&#8217;ve had at the events by, by connecting and continuing that post-event that shouldn&#8217;t be disjointed. So I do think things have evolved a lot there in that sense to enable that to take place. Yeah and I think if you start going down that route, you could go on to a whole other other area in a way that actually the value that you bring to membership retention, both of the whole membership as a whole. So I think definitely now is much easier to, to bring the event strategy and the and the association membership strategy into one of a linear, linear conversation. Yeah, I think certainly from a to go back to my PCO days from a sponsorship package point of view again now you&#8217;ve got all these other opportunities I think there&#8217;s maybe yeah for an organization is question should I exhibit at this event, what should I sponsor the next events. Maybe we can change that narrative about make it much more with joined up offering to the sponsors and exhibitors. So I actually get value throughout the year. I get visibility throughout the year and tools like EventMobi allow the association to track that kind of value or why this being given. So think things like tracking visits to company profiles or the use of adverts and those kind of things is something that it should be easy to be able to provide now through your event side to your event content and then outside of that as well. So I think that, the traditional event sponsorship package can transcend now into a different, different offering, shall we say, using technology.<\/p><\/div><\/div><\/wistia-player>\n\n\n\n<p>\u201cThe annual meeting\u2019s always been the highlight of the year for both the association and its members\u2014especially for the medical, scientific or technical associations I\u2019ve done a lot of my work in,\u201d Webb said in an interview.<\/p>\n\n\n\n<p>What makes an in-person event so powerful\u2014and how can you carry the torch of a great event throughout the year? Here are a few ideas that could get you thinking:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Power of In-Person Education<\/h2>\n\n\n\n<p>After a couple of years of sharp, unexpected transition for the events industry, in-person meetings have reemerged\u2014stronger, sharper, and more focused than ever. The meetings sector has shown resilience, even amid shifting budgetary pictures and economic uncertainty, and associations have found momentum in meetings that lean into the traditional strengths of in-person interaction and unique event experiences. The result? Many organizations are producing better meetings than ever.<\/p>\n\n\n\n<p>Per PCMA <em>Convene<\/em>\u2019s 30th <a href=\"https:\/\/www.pcma.org\/meetings-market-survey-2023-business-events-industry-pulse\/\"><em>Meetings Market Survey<\/em><\/a>, the interest in in-person meetings has leaped significantly, with 40% of respondents reporting an increase in attendance compared to the days before the pandemic.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"434\" src=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendees-at-an-auditorium-1024x434.jpg\" alt=\"Attendees at an auditorium listening to a conference of an event.\" class=\"wp-image-76209\" srcset=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendees-at-an-auditorium-1024x434.jpg 1024w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendees-at-an-auditorium-300x127.jpg 300w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendees-at-an-auditorium-768x326.jpg 768w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendees-at-an-auditorium-1536x651.jpg 1536w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendees-at-an-auditorium-216x92.jpg 216w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendees-at-an-auditorium-700x297.jpg 700w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendees-at-an-auditorium.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>But that said, the growing interest doesn\u2019t necessarily mean attendees want the same old annual meeting education experience. Knowing that more people are coming in person, Webb says, opens up an opportunity to create more interactive elements that lean into events\u2014offering something distinct from what you get from a laptop screen.<\/p>\n\n\n\n<p>\u201cI think even more so now, the opportunities to meet, learn, and collaborate in person are obviously huge,\u201d Webb says. \u201cThere\u2019s a focus now on events being more of a designed experience and an immersive experience of how that content is delivered.\u201d<\/p>\n\n\n\n<p>(In other words, fewer lectures, more hands-on sessions.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bring the Education Home<\/h2>\n\n\n\n<p>The scale of events is such that annual meetings have room to cover both extremely broad topics in keynotes and narrow education offerings in breakout sessions, and the two come together to offer a more fulfilling result. But the problem is, the narrow options are often so plentiful that they compete for your attention. That, says Webb, is secretly a prime engagement opportunity for associations.<\/p>\n\n\n\n<p>\u201cThere should now be opportunities for me to continue to engage with that content\u2014and learn, and receive that education, outside of the event itself,\u201d he says.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"434\" src=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendee-watching-on-demand-content-1024x434.jpg\" alt=\"Woman at home watching on-demand event session recordings.\" class=\"wp-image-76214\" srcset=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendee-watching-on-demand-content-1024x434.jpg 1024w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendee-watching-on-demand-content-300x127.jpg 300w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendee-watching-on-demand-content-768x326.jpg 768w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendee-watching-on-demand-content-1536x651.jpg 1536w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendee-watching-on-demand-content-216x92.jpg 216w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendee-watching-on-demand-content-700x297.jpg 700w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/attendee-watching-on-demand-content.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>In one way, having lots of appealing sessions is good, because it encourages a \u201cfear of missing out\u201d among attendees. But that could potentially be damaging, if the bevy of choices means those attendees miss those education opportunities.<\/p>\n\n\n\n<p>\u201cI\u2019m not going to be able to attend all of those sessions,\u201d he says. \u201cI\u2019m not going to be able to get to all of that content in a three-day conference\u2014but I think that probably presents the opportunity now.\u201d<\/p>\n\n\n\n<p>How does that look? Webb suggests recording as many sessions as possible, with the idea that the content offerings could be converted into digital-first on-demand education offerings or post-event webinars\u2014both solving the FOMO problem and making the education offerings last beyond the event itself. (Plus, just imagine all the ways you could chunk up great event content for your members!)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Don\u2019t Drop Hybrid Just Yet<\/h2>\n\n\n\n<p>That said, there\u2019s a real risk of missing the opportunity amid a post-pandemic rollback. As the PCMA Convene report states, 42% of respondents said they are back to being fully in-person without a digital element, compared to 24% streaming in real-time and 21% offering asynchronous events.<\/p>\n\n\n\n<p>In other words, the hybrid door could be closing before you\u2019ve properly explored its post-event value. Webb says now is the time to rethink what is possible with events\u2014because it could have value not just from an engagement standpoint, but a financial one.<\/p>\n\n\n\n<p>\u201cI think, as part of designing the event slightly differently, we have to think about the event not as this three-day conference where that education, that content, is kind of used up,\u201d Webb says. \u201cYou need to make sure that you provide opportunities to engage with that outside of the conference itself.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Keep Attendees In Touch<\/h2>\n\n\n\n<p>Another benefit of building engagement opportunities outside the event is that you can build upon the connections attendees make during the conference.<\/p>\n\n\n\n<p>Connecting with actual people is, of course, one of the best parts of attending an annual meeting. If you&#8217;re going to all these interactive sessions, you&#8217;re likely to make some friends. And while tactics like <a href=\"https:\/\/www.eventmobi.com\/badge-printing-checkin\/\">offering well-designed name tags<\/a> can help break the ice, the fact is, a strong networking relationship only <em>starts<\/em> at an annual meeting.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"434\" src=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-colleagues-engaging-online-1024x434.jpg\" alt=\"Three young women in business casual attire networking and connecting at annual conference. \" class=\"wp-image-76218\" srcset=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-colleagues-engaging-online-1024x434.jpg 1024w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-colleagues-engaging-online-300x127.jpg 300w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-colleagues-engaging-online-768x326.jpg 768w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-colleagues-engaging-online-1536x651.jpg 1536w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-colleagues-engaging-online-216x92.jpg 216w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-colleagues-engaging-online-700x297.jpg 700w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-colleagues-engaging-online.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>But keeping connected to those people is another task entirely. Fortunately, event applications\u2014which often get used during the event itself, then forgotten about until the next event\u2014are well-positioned to help.<\/p>\n\n\n\n<p>Webb notes that tools like EventMobi, while initially designed for in-event communication, now \u201callow you to continue conversations that you\u2019ve had at the event, by connecting and continuing that post-event.\u201d<\/p>\n\n\n\n<p>Perhaps it shifts the scope of how you view your event app\u2014but given the recent disruption of social networks like X (formerly Twitter), is that a bad thing? It could be just the opportunity to bolster your owned media channels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Broaden Your Sponsor Perspective<\/h2>\n\n\n\n<p>Another factor in expanding the reach of annual meetings beyond the actual event? Sponsors! As Association Chat creator KiKi L\u2019Italien wrote last year, it\u2019s important to stop looking at sponsor relationships in terms of your conferences, and instead lean into more year-round offerings that may make more sense for organizations trying to reach your members throughout the year.<\/p>\n\n\n\n<p>By combining elements of in-person events with year-round digital offerings, Webb adds, it also means you get the benefits of both worlds, including the pop of in-event marketing and the more granular approach favored in the digital realm, making it possible for sponsors to track how much attention their profiles get throughout the year, for example.<\/p>\n\n\n\n<p>\u201cI think that the traditional event sponsorship package can transcend now into a different offering using technology,\u201d he says.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Leverage Events As The Catalyst For Engagement &amp; Retention<\/h2>\n\n\n\n<p>An annual meeting is ultimately an opportunity to put all your marbles in a single basket. As member engagement opportunities go, it is the 100-meter dash.<\/p>\n\n\n\n<p>But there\u2019s no reason to put all your collective energy into one single event to benefit your association\u2014when there\u2019s plenty of opportunity to also do a marathon throughout the year. There\u2019s room for both strategies.<\/p>\n\n\n\n<p>\u201cI think, if you start going down that route, you could go off onto a whole other area in a way. That can actually bring value to membership retention and growth of the membership as a whole. So I definitely think now it\u2019s much easier to bring the event strategy and the association membership strategy into one linear conversation.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"434\" src=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-members-planning-year-round-engagement-strategy-1024x434.jpg\" alt=\"Two association members brainstorming engagement strategies on a white board with markers. \" class=\"wp-image-76222\" srcset=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-members-planning-year-round-engagement-strategy-1024x434.jpg 1024w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-members-planning-year-round-engagement-strategy-300x127.jpg 300w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-members-planning-year-round-engagement-strategy-768x326.jpg 768w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-members-planning-year-round-engagement-strategy-1536x651.jpg 1536w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-members-planning-year-round-engagement-strategy-216x92.jpg 216w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-members-planning-year-round-engagement-strategy-700x297.jpg 700w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2024\/07\/association-members-planning-year-round-engagement-strategy.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>In the past, this kind of integrated full-circle approach tying in-person events to a <a href=\"https:\/\/www.eventmobi.com\/customers\/event-apps-associations\/\">year-round member engagement strategy<\/a> might have remained the domain of the association with tens of thousands of members\u2014and a budget to match. But tools like EventMobi can help close the loop, even for smaller associations that might not have the budget to match their ambitions. (Or so they thought!)<\/p>\n\n\n\n<p>Ultimately, though, the ground around event tech is shifting\u2014just like our mindset of what makes a good annual meeting. And our tactics should likely shift to reflect that.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>To find out how EventMobi can help you create more engaging meetings and events throughout the year, <a href=\"https:\/\/www.eventmobi.com\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">sign up for a free demo<\/a>!<\/p>\n\n\n\n<div style=\"height:16px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-cyan-bluish-gray-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/www.eventmobi.com\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Book a Demo<\/a><\/div>\n<\/div>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Annual meetings build excitement with your association\u2019s membership. Can you harness that momentum year-round? <\/p>\n","protected":false},"author":151,"featured_media":76495,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_searchwp_excluded":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[9713],"tags":[],"filter":[],"class_list":["post-76199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-association-events"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 Ways to Harness Your Annual Meeting Momentum | EventMobi<\/title>\n<meta name=\"description\" content=\"Annual meetings build excitement with your association\u2019s membership. Can you harness that momentum year-round? (Should you?) 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