The botched terrorist attack on Christmas Day has raised the tension levels once again among those who would normally travel on airplanes. That tension is created more by the prospect of long lines and delays at security checkpoints than it is by the threat of additional attacks. The most recent incident comes at a time when, according to Y Partnership and U.S. Travel Association research, only 18 percent of U.S. adults are planning to take an overnight trip for business purposes between now and the end of April (down from 23 percent a year ago). Given this as the backdrop, it has never been more important for association executives to create compelling reasons for their members to travel to association meetings, conventions and trade shows.

State and regional associations tend to have it a bit easier in this regard than do associations that are national and international in scope. That’s because attendance at a state or regional association meeting typically requires a shorter trip. Indeed, as we’ve seen in the past, the mere expectation of an increase in time spent waiting in lines at airports is enough to send many meeting-goers to their cars, even for meetings that are as far away as 500 miles. But whether attendees are expected to fly or drive, association leadership must still make a compelling case for why the trip is necessary in the first place. Here, then, are some basic suggestions that can help your association make that case:

1. Attendance at the association meeting will provide professional education not available elsewhere. Whether or not your association runs a professional certification program, be sure your meeting’s agenda includes unique and targeted educational content that your attendees will find practical and germane to their profession. Look at ways to enhance your meeting’s educational component so that members will be less likely to view it as the same thing they always get at your meetings. This will make it less likely that they will skip a meeting.

2. Attendance at the association meeting is a unique networking opportunity not available in any other setting. In your promotional materials, be sure to highlight the types of attendees and the networking opportunities that will be available. As you formulate your meeting’s agenda, be sure that ample networking opportunities have been included. Every break or off-site activity has the potential to be made more valuable if planned with an eye toward helping attendees meet and visit with people they might not otherwise get to meet.

3. Remember that one good idea or one new relationship that results from your association meeting is often enough ROI to keep a member coming back. If, however, attendees leave your meeting feeling like they didn’t learn anything, were not exposed to any new ideas or didn’t meet any new people, you really have no right to expect them to attend again. Search out members who have had success at your meetings and find out what made those successes occur. Review attendee surveys from previous years and speak with attendees who have had positive experiences to learn more. Build upon those successes and you’re sure to create additional compelling reasons for your members to attend your events.

Tim Schneider
Schneider Publishing Company

Here are a few thoughts to carry you through the year.

A good life is simple—all you have to do is:
1. Find something to do
2. Have something to look forward to
3. Have someone to love

How hard are you willing to work and what price are you willing to pay in order to achieve success?

The past is history. The future is a mystery. The present is a gift to savor and enjoy.

The best way to predict the future is to create it.

Success is not forever and failure isn’t fatal.

An optimist believes we live in the best of all worlds. A pessimist fears this is true.

When two people in business always agree, one of them may be unnecessary.

The future ain’t what is used to be.

In the next month…
• Take time to work, it is the price of success
• Take time to think, it is the source of power
• Take time to play, it is the secret of perpetual youth
• Take time to read, it is the foundation of wisdom
• Take time to love and be loved, it is the privilege of the gods
• Take time to share, life is too short to be selfish
• Take time to laugh, laughter is the music of the soul

And one final thought: Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up. It knows it must outrun the slowest gazelle or it will starve to death.

It doesn’t matter whether you’re a lion or a gazelle: When the sun comes up, you’d better be running.

I hope 2010 will be a super year filled with good health and happiness, as well as continuing success in your career endeavors.

What do you think?