Now is an incredible opportunity to innovate. Are you ready for the incredible opportunities that are about to come to you with the surge in virtual events, sponsorships, and membership recruitment?
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Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
Are you ready for the incredible opportunities that are about to come to you with the surge in virtual events, sponsorships, and membership recruitment?
Now is an incredible opportunity to innovate. The bureaucracy, the task forces, and possibly the resistant meeting planners may have their influence diminished as organizations move forward with innovative thought leadership, event programing, and digital promotions.
Your sales team will be excited about the prospect of not selling the same old thing.
Here are some examples of inventory that I’m seeing right now on virtual events:
- track sponsorship
- recorded sessions
- sponsored breakout sessions and moderated discussion afterward
- the ability to upload promotional videos into a resource library or a landing page
- social media promotion of virtual sponsorships
- virtual exhibit hall with live meetings
- ability to schedule face to face discussions in a virtual setting
- visitor data for information downloads, videos, and session attendance
- segmented emails to registrants
- preliminary sessions, webinars, and Zoom calls leading up to the virtual event and on the topic
Why double down on flawed delivery systems as far as face-to-face meetings go? Accent them! Develop dual programming with virtual and live events. We don’t want them to go away but I certainly want to be better coming out of this. I spoke with a veteran sales person who has been doing this for 20 years and they said “Oh my goodness, I finally have something to sell that these sponsors want! The ability to have thought leadership, face-to-face and one-on-one meetings, and the ability to promote those options digitally has been fantastic!”
Let’s talk about the surge in membership.
Over the next three months, there will be a surge in memberships for organizations that are ready for it. I hope you’re been laying the groundwork during the pandemic so that you could be prepared for the surge of new membership recruitment activity.
Here’s what I would do: develop a one pager and include information such as an infographic that includes communications with Members of Congress, letters to state legislators or local governments about essential nature of your business, the number of virtual events that you held for the industry, social media posts and the numbers of people that they have reached, information provided about guidance for PPP or reopening, the number of companies and members that you connected, and more.
Collect the names of all the non-members that have participated in this and all of the key accounts, or large companies, that may have listened to you for the very first time. Develop sales scripts with empathy, compassion, and relaunch themes. If you’ve never picked up the phone to recruit the next 90 days is the time to change that.
Time is now, the opportunity is there. Virtual events sponsorships, and membership recruiting. Let’s move!
Hey, I want to thank you. I’ve been asking over the last several episodes to share the content in this podcast if it’s helpful to you. Our listenership is up 66% over the last several episodes and we’re now on episode 236. Thank you for your support and we’ll talk next week.
We hope you enjoyed this edition of JP Moery’s Association Hustle Podcast. We’d love to connect with you. Check out our blog at moerycompany.com and subscribe to our weekly newsletter. You can also connect with JP on LinkedIn and Twitter at @JPMoery, as well as The Moery’s Company’s Instagram and Facebook page. To purchase a copy of JP’s book, Association Hustle: Top Strategies for Association Growth, go to JPMoery.com.