AuSAE - 4 Key Takeaways from ASAE's Membership Marketing & Communications Conference

4 Key Takeaways from ASAE's Membership Marketing & Communications Conference

25 May 2017 2:52 PM | Kerrie Green

During ASAE’s MM&C Conference earlier this month, association executives and industry partners took part in 24 learning labs, three keynotes, two preconference workshops and networked to up their game on digital, content and branding strategies. Here’s a guest blog article from Abila‘s Amanda Myers wrapping up the event in D.C.

Although it’s not ASAE’s biggest show of the year, its Membership Marketing and Communications (MM&C) Conference almost always ranks at the top of my list. For starters, the targeted attendance creates more opportunities to connect with and learn from different organizations. In addition, I find myself walking away with not only strategic inspiration, but also practical tips and tricks that can make everyday life better.

The keynotes were amazing! And there were also a lot of gems hidden in the individual sessions. Here are four of my favorite moments from this year’s event:

Find yourself in a conference full of marketing people and it’s inevitable: Content marketing will come up. One of the hottest trends seen in recent years, content marketing continues to be a topic that drives big crowds and meaningful conversation, and “Next-Gen Content Strategies for Associations” was no exception. Best takeaway? Understand that conversation is king – content is something to talk about, and curate the content that’s going to be the most meaningful to your members. Information is no longer a scarce resource; but focus, meaning and wisdom remain in shorter supply.
As someone who just hosted a webinar that included the term newsjacking, I knew a session whose title started with “. . . and then the New York Times called” was well positioned to capture my attention! By keeping a laser focus on message, when the opportunity presented itself, the American Academy of Periodontology got its point of view out to the tune of 2,084,758,975 impressions, including mentions from NBC News, The Today Show, NPR and The New York Times.
Today’s marketers are almost as obsessive about measuring their messages as they are about the messages themselves. But what should you actually be tracking? Aptify’s Dave Martin and Mike Skiados from the American Speech-Language-Hearing Association (ASHA) not only shared “10 Marketing KPIs Every Association Should Be Measuring,” but Skiado outlined how his association worked within its engagement framework to provide a more meaningful picture of a member, based on his or her communications, activity, satisfaction, sentiment and promotion.
Change can be hard, and “Tipping a Sacred Cow” can take a lot of guts. Attendees to this Nexus Direct session learned quick tips for identifying sacred cows that may pose a risk to their own organization. These sacred cows may represent too much of your income; or indicate your organization is on auto-pilot (we’ve always done it that way); is driven by ideology; or lacks transparent, clear benchmarks and/or KPIs.

Kudos to all the presenters for another year of remarkable content. If you’re interested in seeing what was discussed, handouts of the session are made available from ASAE here. I wonder what these thought leaders will be bringing to the table for annual this August in Toronto.

This article was originally sourced from Associations Now here.

Strengthening Trans-Tasman Connections: AuSAE and Tourism New Zealand Business Events Renew Partnership

Association professionals across Australia and New Zealand have even more reason to explore trans-Tasman opportunities. AuSAE is proud to announce the renewal of its longstanding partnership with Tourism New Zealand Business Events, celebrating 11 years of collaboration.

For over a decade, this partnership has strengthened connections between the two countries, helping associations expand networks, share knowledge, and deliver world-class events.

Toni Brearley, CAE, Chief Executive Officer at AuSAE, said:

“Our partnership with Tourism New Zealand Business Events has opened doors for association leaders to plan unforgettable events and connect with peers across the Tasman. Together, we’ve created opportunities, shared knowledge, and elevated the experiences of our members and their delegates. This partnership reinforces our commitment to fostering strong trans-Tasman collaborations, helping associations innovate, grow, and deliver outstanding value to their members.”

Helen Bambry, Business Events Manager at Tourism New Zealand, added:

“Partnering with AuSAE means we can directly support association professionals in bringing their next international business event to New Zealand – offering assistance, funding, and support to ensure exceptional experiences for both organisers and delegates.”

Watch the Tourism New Zealand Business Events video

What this partnership means for you

For Australian associations:

Receive expert guidance and support to bring conferences or member events to New Zealand.
Access funding assistance through Tourism New Zealand Business Events.
Expand your network and build partnerships with New Zealand peers and industry leaders.
Deliver international experiences for members and delegates just across the Tasman.

For New Zealand associations:

Strengthen professional connections with Australian association leaders through AuSAE’s network.
Share expertise and collaborate on professional development, governance, and member engagement initiatives, and more.
Gain visibility within the broader association community in Australia and New Zealand.
Access opportunities to host international association events and delegates in New Zealand, boosting local engagement and knowledge exchange.

About AuSAE:

The home for association professionals, the Australasian Society of Association Executives (AuSAE) is the leading - and only not-for-profit, member-based - organisation supporting association professionals in Australia and New Zealand. For 70 years, AuSAE has been a trusted partner for those working in associations, providing professional development, support, and networking to help association leaders achieve organisational goals, advance their careers, and strengthen the wider sector.

About Tourism New Zealand Business Events:

Tourism New Zealand Business Events provides expert guidance, funding, and support to attract conferences, incentives and corporate events to New Zealand.

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For more information about AuSAE, please contact Toni Brearley, CAE:
Toni Brearley, CAE
Chief Executive Officer, AuSAE
E: toni@ausae.org.au
T: + 61 458 000 155

To apply for funding and support to host a conference in New Zealand contact Helen Bambry:
Helen Bambry
Business Events Manager, Tourism New Zealand
E: Helen.Bambry@tnz.govt.nz
T: +61 415 933 325

The Australasian Society of Association Executives

Contact us:

Email: info@ausae.org.au
Phone: 1300 764 576 (within Australia)
Phone: +61 7 3268 7955 (outside Australia)
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011, Australia