A Lesson from the Disney Playbook

By: Sheri Jacobs, CAE
Visit Sheri's blog at www.avenuemgroup.com
 
One of my favorite races, The Walt Disney World Marathon, offered a clever new way to give runners a race experience unlike any other. They partnered with the magazine, Runner's World to offer customized training plans, connections to experts and VIP treatment during the race weekend. Runners also received a private packet pick-up, exclusive pre-race walkout to the race start corrals, books and publications and an invitation for VIP access to a post-race celebration. Only a limited number of spaces are available and I've heard that the offer quickly sells out each year even though runners must pay an additional $300.


Can this approach work in the association world? Absolutely.

The American Academy of Hospice and Palliative Medicine (AAHPM) took a new approach to pricing a highly valued and often sold-out course that prepares individuals for the hospice and palliative medicine board certification exam. Similar to the approach taken by Disney or the airline industry, AAHPM staff created a pricing structure that offered practitioners the opportunity to attend the intensive board review course at a budget-friendly price (coach class) or with additional benefits (first class).

As part of the process, AAHPM staff identified a list of benefits that would provide additional value to attendees and provide a boost in revenue for the organization. In addition to offering member and nonmember prices to attend, AAHPM offered a limited number of "premium seats" for an additional $250. Participants who paid the extra fee received:

• Reserved seating in the "preferred section" (the first five rows of the middle section of the room);
• A special "express" registration line and entrance into the lecture hall;
• A wine and cheese reception with course faculty; and
• A special gift from AAHPM, including two popular AAHPM books (Primer of Palliative Care and the accompanying workbook), an AAHPM pen, mints and a Starbucks gift card.

The result? According to Steve Smith, CAE, AAHPM's executive director, AAHPM sold 120 of 126 premium seats prior to the course, generating an additional $25,000 in net revenue. On site, staff sold the last four seats and raffled two remaining seats to other attendees.

Excerpted from the new ASAE-Wiley Series book The Art of Membership: How to Attract, Retain, and Cement Member Loyalty, by Sheri Jacobs, CAE. Used with permission of Jossey-Bass Publishers, © 2014. (Available at ASAE Bookstore, Amazon and Barnes and Noble)

We want to hear from you!

Has your organization tried this approach at one of its events? Leave a comment and let us know what you did and how it worked!

Budgeting for 2014 - Don't Forget about your Professional Development!

For more information and event details visit www.aamse.org/Rates, or contact AAMSE at aamse@aamse.org.

We're Listening...

As the Annual Conference Program Committee (ACPC) came together last month in St. Louis at the beautiful Ritz-Carlton Hotel, much emphasis was applied to what AAMSE members want and need. The question is: How do we know what you want or need?

After completion of the 2012 Annual Conference, all members (whether you attended or not) were sent a survey requesting feedback on the conference. Those who did attend were asked to comment on individual goals and expectations, quality of speakers, venue and networking opportunities. Conversely, those who were unable to attend were asked what factors influenced your decision. In addition, looking toward the 2013 Annual Conference, all members were asked to comment on the types of programming and specific topics you want to see in St. Louis.

Shortly after the post-conference survey, a call for topics was released. This call went to all current and past AAMSE members as well as Industry Partners and vendors and was also made available through links on the AAMSE website and social media channels. You not only offered terrific session topics, but even suggested specific, dynamic speakers! As the ACPC begins the educational programming for 2013, your comments and suggestions are not going un-noticed.

Your suggestions, coupled with core competencies that every medical society professional should have, have allowed the ACPC to take a strategic approach in meeting your needs. “Our goal is to make sure that every AAMSE member will experience a stellar and fun conference next summer. This includes making sure there is programming for each member based on their type of society, job function, length of time in their position and issues facing their physician community and their society,” says Susan D’Antoni of Montgomery County Medical Society, Chair of the ACPC. “The ACPC is member-focused and member-driven!”

As planning continues to make the 2013 Annual Conference programming a mixture of rich and timely content, we want you to know, we’re listening.

Mark your calendar now for the 2013 Annual Conference, July 17-20 in St. Louis!

 

Call for Topics - 2013 Annual Conference

It's Not Too Late to Participate!


Would you like to share your skills and expertise with the rest of AAMSE?
 

Have you heard a speaker so dynamic that you'd like to see them at the AAMSE Annual Conference?

Did you read an article and wonder if the same principles could be applied to medical society management?

Now is the opportunity you've been waiting for - a chance to tell AAMSE the topics that are of interest to YOU.

Nominate yourself, a colleague or suggest a topic by clicking on one of the images below now. Don't have all of the specifics to nominate a speaker? Don't worry - we'll take your topic idea and work out all of the details!

		The AAMSE Annual Conference is the nation's premier meeting of medical society executives. The goal is to provide education and training while enjoying unique opportunities to meet and interact with colleagues and experts from around the nation. Suggestions must be submitted by August 17.
Click here to submit topic.

Webinar this Thursday

Associations: Using Technology
for Revenue & Learning Objectives

 

Thursday, April 5
1:00 - 2:30 p.m. CT

60-minute presentation + 30-minute Q&A
Cost: $50.00 

Register Now

Hear industry experts discuss the latest trends and hottest topics in medical society management from the comfort of your own desk with AAMSE's EDWeb webinar series. The first EDWeb of 2012 takes place this Thursday, April 5.

Don't miss this opportunity to learn how your association can leverage technology to increase revenue and meet your learning objectives.

About the webinar:

Associations: Using Technology for Revenue & Learning Objectives, presented by Philip G. Forte, President of Blue Sky Broadcast, and Steve Folstein, MEd, Director of Education and Meetings for the American Academy of Allergy, Asthma & Immunology (AAAAI), will be discussing the benefits of using technology for learning objectives and increasing revenue. Online learning is a key offering for many associations and this presentation will provide an overview with real examples of successful online learning programs that generate revenue and achieve positive educational outcomes.

For more details on this webinar and to register,
visit the webinar information page.

*Is your organization an AAMSE Pinnacle Partner? You may qualify for FREE registration! Ask the main contact (for AAMSE) from your organization about this offer.

Questions? Contact Tristan Johnson at tjohnson@aamse.org.

P.R. Kit Available for Meeting Planners

Following President Obama's stimulus package and the coinciding rules on "luxury expenditures," there is a new tool kit available to meeting planners which aids them in more easily communicating the return on investment of events.

To access the tool kit, click here.