Michael Sortwell | Marketing & Communications |
September 4, 2014
What are some of the most valuable aspects of your conference? Do attendees come to access informative sessions, enjoy the entertainment, or browse the exhibit floor? Likely all of these aspects are important, but so is the opportunity to network with potential customers, partners and fellow colleagues. As a result, a growing number of individuals are choosing to “crash” conferences for the networking opportunities without paying for a conference registration.
This rise in conference crashing (otherwise known as lobbyconning, lurking, or suitcasing) was profiled in a recent New York Times article. The article attributes the rise in conference crashing to two main causes. First, the rising cost of conferences. Many conferences now cost over $1,000 to attend – and that’s before you factor in food, lodging and travel expenses. Second, the ease with which information is now readily available. Much of the information conference attendees look to gain at conferences can now be obtained online at no expense.
What can your association do to avoid losing vital non-dues revenue to the growing number of conference crashers? One way is to go the technical route. Many conferences now uses bar codes or even computer chips in their conference badges to make sure only registered attendees make it into learning sessions and conference events. Quality association management software should help you with this as well. Your AMS should have the capability to print badges with unique barcodes onsite, as well as provide badge scanning functionality to check guests in as they arrive.
Another tactic is to offer multiple price points for your conference registrations: one that includes only access to breakout sessions and the exhibition hall, and one that includes access to everything including all networking events. Some associations have adopted this strategy and charged a much higher rate for attendees who want to attend all of the networking events. Your association management software should be able to provide multiple pricing options like these in addition to the more common member/non-member pricing, early-bird pricing, etc.
While it may be difficult to stop all conference crashers (especially at events hosted by third parties), there are ways to minimize the number of crashers – through AMS software that includes functionality to only include paid attendees; through creative conference pricing; and by providing a unique experience that you can’t simply download online. You may have other ideas as to what your conferences offer that your attendees can’t get anywhere else…let us know in the comments section below.
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