Are for-profits stepping into territory traditionally held by associations? Lately, I’ve seen signs that they might be. Recently, I’ve received inquiries from suppliers of products and services wanting to hold events for the communities they serve. In fact, I’m currently designing an event for a for-profit client that directly competes with association conferences in their profession.
Suppliers have held client events for their customers for many years. However, the for-profit supplier event I’m designing includes a small tradeshow with many suppliers of interest to potential professional attendees.
I’m flattered by my client’s belief that the participant-driven and participation-rich meetings I design provide a better experience than competing traditional association events. But, as someone who values the communities that well-functioning associations offer, I can’t help but feel concerned.
The future of association events
The other day, I mentioned this new development during the excellent Association Chat (no recordings, you had to be there). My good friend and association maven Kiki L’Italien hosted the resulting discussion, where Bruce Rosenthal wondered if professional issues are becoming so complex and varied that some associations’ staff no longer have the breadth of expertise to serve their membership adequately.
I think Bruce may be right. Perhaps part of the problem is that some associations are finding it hard to employ enough staff with the expertise to hold relevant and timely events. This creates an opening for suppliers with deep pockets and subject matter expertise to convene events without going through traditional association gateways. Such for-profits can bypass associations entirely, fostering direct relationships with potential attendees and clients.
Still, I know many associations that continue to produce excellent events that support their communities’ wants and needs. So, is my experience an anomaly or the start of a long-term trend?
I don’t know.
What are your thoughts? Are for-profits encroaching on association events in your industry? If so, how is this impacting your community? Please share your experiences in the comments below!
I have been saying this to our association clients for two years. They aren’t going to know what hit them as for-profit show organizers will do it quicker, better, and more efficiently with their negotiation power. Education (CEUs) is one line of difference, but this advantage is not always relevant if credentials aren’t as necessary for specific workforces.
“Are for-profits stepping into territory traditionally held by associations?”
I don’t think this is in question or even new. It’s been happening for up to a decade, depending on the industry, and continues to be a growing challenge. As a career association events professional, though, I don’t yet have the answers except that we need to continue to listen closely to our members and industries and remain relevant.
Great article, good timing. I’m a 3 time Association founder and deeply value the qualities of a membership.
The easy riders in sectors can always be swept up in a thriving in-person, experience driven event world but the thought leaders and purists need to be ringfenced and protected at times.
Horses for courses, learn to use these for-profit events as membership feeders and create a compelling reason to be inducted, and play them at their own game.