By AV 24/7 Pty Ltd, 15 June, 2021

The questions from participants representing national associations kept coming and coming in the inaugural Masterclass about navigating the new event organising landscape for Members of the Associations Forum.

The body which represents around 600 associations joined forces with Connected Event Group for the virtual program that unpacked the latest lessons for operating in the virtual, hybrid and live landscape.

A wide range of national associations took part in the webinar and the Q&A sessions revealing a vast range of questions about the processes and challenges associated with the “new normal” for events. They represented medical sector and surgeons, the toy industry, insurance and a plethora of other industry sectors.

Libbie Ray, Co-Founder of Connected Event Group who is a board member of two peak bodies, produced the event from the company’s studios in Chippendale, Sydney.

She said it was clear from the large number of questions that there is a huge appetite for learning about how to do events and all the options available to organisers.

“Disruption had provided a catalyst for rethinking the whole approach to events. The opportunities can be endless if you move away from the old ways and develop new strategies. “She said.

The Masterclass was delivered by: Libbie Ray, Co-Director and Founder of Connected Event Group:
Andrew Klein, Professional Speaker, MC and trainer; Adrianne Bath, National Sponsorship, Events & Mentoring Manager, National Insurance Brokers Association (NIBA) and James Lawrence, multi award-winning marketer and Co-Founder and Director of Rocket

In opening the Masterclass, Associations Forum CEO, John Peacock said that his organisation was committed to providing education opportunities to its vast network of Members.

He said that Covid had changed the landscape for event organisers and the Masterclass was an ideal opportunity for participants to learn and also share their experiences.

Andrew Klein delivered compelling content delivered in his inimitable engaging manner: “Always strive for authenticity over perfection when doing virtual presentations. As long as the tech is good, and the content is short, sharp and relevant, it’s fine if the presentation is a little rough around the edges. Make it a conversation not a presentation,” he said.

“When delivering hybrid events, make it enticing for both audiences, ensuring there are benefits and add-ons for both experiences. For example, if you choose to watch a sporting match, you could watch it live in the stadium or back at home in your living room.

There are advantages and disadvantages to both viewing experiences, but as the audience, we should be allowed to choose our own adventure, to suit our lifestyle or viewing preference. It’s exactly the same for hybrid conferences.”

Arianne Bath delivers around 50 events a year for the National Insurance Brokers Association. Her content was absolutely “real” as she had faced all the challenges that her audience was grappling with.

“As an event manager in the association space, I understand the amount collaboration and information sharing needed currently as the events evolve. I’m happy to have partnered today with Connected Event Group to share the success story of the 2020 NIBA Virtual Convention.”

Marketing guru, James Lawrence focussed on marketing trends, content and its repurposing and a wide-range of challenges facing marketers.

He cautioned marketers not to spread their efforts across too many channels – he advised it’s best to go “deeper” into the channels that are most relevant to the audience sector rather than spread the effort across a multitude of channels.

“The Masterclass was a winner! There were so many practical takeaways to help organisations better plan, market and run events in today’s interesting landscape.”

“Even as a marketing professional I was taking notes on the types of content that should be curated during an event and clever ways to reuse event content after the fact.” Lawrence said.

Connected Event Group is a new business partner of the Associations Forum and committed to educating the industry about how to plan events under varied scenarios.

“Covid has changed so much about how we work with our clients including Associations and NFPs. One challenge is creating a fit-for-purpose event.” Ms Ray said.

“Associations Forum is an important community with a hugely varied Membership and we feel very privileged to be helping the Associations Forum team service the Members with highly relevant and up to date content from us and our panel of experts.”


Source: Connected Event Group