Velvet Chainsaw's Midcourse Corrections

Velvet Chainsaw's Midcourse Corrections
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Midcourse Corrections is the online home and blog of Velvet Chainsaw Consulting, Inc. Jeff, Dave, Sarah and Donna blog on Midcourse Corrections about annual meeting improvement, association and corporate meetings and education, and the convergence of Web 2.0, social media, meetings, events and education.

A strategic look at your marketing spend, as well as what you spend on your attendee experience, can be telling. According to Convene’s most recent Meetings Market Survey, on average 6 percent of a meeting’s direct expenses fall in the marketing/promotion category. After studying 100 or so meetings’ profit and loss (P&L) statements in great...

Editor’s Note: This article was originally penned for PCMA’s Convene in the beginning of August, early on in the discovery that the Apple App Store’s change in guidelines could affect branded mobile event apps. Much has been written since, including evidence that Apple is taking action with some event app providers. From our view, our opinions...

Your conference could be a place for your customers to experience unrestricted curiosity and play. But most of the time it’s not. Curiosity becomes codified into bureaucratic traditional expert-centric instructional models—lectures and panel discussions. And that passive sedentary process actually controls and squelches most curious thinking. And...

The most effective sponsorships are all about the attendee — the fan, the sponsor’s target market. If they don’t win over the attendee, the sponsorship may not be sustainable. The same could be said for the naming of your sponsorship levels. It’s time to reimagine the precious metal sponsorship categories — and unless you’re the International...

Too often when we think about conference growth or sustainability, we assume it means attracting next gen customers. We pinpoint a specific generation, usually Millennials. Then we discuss how to plan, program and market to that specific age group. Eventually our planning discussions turn to generational differences. Those conversations can...

Let’s separate reality from fiction regarding personalized conference experiences and personalized learning. Fact: Meeting professionals and conference vendors frequently confuse personalization with configurable conference experiences. They are not the same thing. Fact: Conference planners and association leaders are easily persuaded by the...

There’s a place for sponsored content in conference programs, if you’re thoughtful in your approach. The seventh of the TED Commandments — “Thou shalt not sell from the stage: neither thy company, thy goods, thy writings, or thy desperate need for funding; lest thou be cast aside into outer darkness” — is especially timely advice. Why? As more...

Personalization—it seems to be the 2017 buzzword for nonprofit associations and conferences. Everyone seems to be talking about it like here and here. Yet, personalization is more than technology. It means more than our past purchases or posts in social media. We have likes, dislikes, preferences, strengths, weakness, emotions, experiences and...

Do you ever feel caught between a rock and a hard place regarding your association’s education programming? For years, you’ve offered education to your constituents to meet industry or profession CE requirements. You’ve kept detailed data on content alignment with obligations, program and speaker approvals from governing boards, attendance, test...

As a conference organizer, how purpose-driven are you? Successful conference organizers are purpose-driven! They grow into purpose leaders that influence others with a shared vision and purpose. They evolve into meaning-machines. They design conference experiences that become meaning-making opportunities for their participants. And they make their...