Extending the Value of Your Meetings By Cynthia Hornketh, Regional Vice President, Northeast Region Fear, recession, and time—three challenges plaguing the event industry. They’re formidable foes but there are ways to beat them and even achieve record results. The environment created by these conditions impacts the use, relevancy and value of meetings and events. Even if your past event was a success, it’s highly likely your audience needs for you to offer a different or greater value this year. Even veteran attendees aren’t a sure thing. They may be too busy to leave the office due to the ripple effect of downsizing and even if they found the time, their travel budgets may have been cut or eliminated. However, if you’ve identified through surveying that these loyal customers can use the information being presented at your conference, then how you package and sell your information will be critical. Formats that are accessible to this segment of your audience will not only help bolster present-year revenues but also help maintain your relationship until conditions change. Here are two options to consider: Traditional audiotapes, videotapes and new trend web casting are all great options, but these communication tools can be flat and marginally effective for adult learning. In tough economic times you want to sweeten the offer—give them an extra reason to buy. Enhancing recorded sessions with commentary from an industry expert can make the medium more entertaining and therefore, a better value. [The "reporter" can set the stage for each session and summarize how the information presented connects to the conference theme, industry conditions or even add personal thoughts and ideas.] Taking this a step further, the same resource can fill the void absentee customers feel by capturing news and social events in daily articles posted on your web site. Another revenue source at risk comes from your anchor exhibitors. Many companies are cutting their exhibit schedule even if they can afford the expense of booth space. Many companies are struggling to find the financial resources and personnel necessary to support their tradeshow plans. You don’t have to lose their support however. Channeling the business partner’s available resources from the traditional exhibit to a sponsorship opportunity may be a solution to consider. One program option that can have double impact is session sponsorships. A multi-channel marketing plan needs to be outlined to provide exposure for the sponsor. The offer can include logo and name placement in marketing collateral, giveaways distributed at the meeting room, company materials placed on seats, advertisements or logo loops on the main presentation screens and the role of Emcee filled by the an executive from the sponsoring company. This alternative offer can reap greater revenue for the organizer while reducing the expense for a business partner. Now more than ever, event organizers must get creative and offer solutions that compel time-starved, budget-restricted, travel-fearing audiences to participate in their events.