How to Grow International Attendance

Presented by

Dave Fellers has over 30 years experience in association management, including 23 years of CEO and executive leadership of medical and healthcare associations. This included serving as Executive Director of the Radiological Society of North America (RSNA), American Association of Neurological Surgeons (AANS), American Society of Plastic Surgeons (ASPS) and as an executive of the American Nurses Association (ANA). He is currently head of his own consulting firm, Dave Fellers Consulting. Dave has extensive experience with annual meetings and expositions, including considerable efforts to develop strategies for international growth and participation. He has also been on the boards of ASAE, PCMA, AAMSE, and the Chicago Convention and Visitors Bureau.

Dave Fellers, CAEPresident, Dave Fellers Consulting, LLC

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International Experience

•RSNA Executive Director – eight years•RSNA Show - 62,000 attendees; 1/3 international•Over 50% abstract submissions are foreign•45,000 Members – 7,000+ international•Publish two Journals – 64% submissions international

International Growth Potential is Tremendous

• Becoming “Global” offers diversification

• Increased revenue opportunities

• Science and Educational Content enhanced…the best in the world

• Medical and Health Care societies are growing this area…some at 35-40%

• Important to factor into strategic plan

Question #1Growing international attendance at your Growing international attendance at your

annual meeting will increase revenue, annual meeting will increase revenue, satisfy exhibitors and bring new foreign satisfy exhibitors and bring new foreign

content to your meeting?content to your meeting? A. Strongly Agree

B. Agree

C. Disagree

D. Strongly Disagree

Key Strategic Questions

Determine where you want to beDetermine where you want to be

• Add international to the strategic plan…or

• Prepare an International Development Plan…or

• Take baby steps to test the water

RSNA Five Year International Strategy

1. Promotion through international visits and exhibits2. Growth in international membership3. Annual Meeting participation and attendance4. Educational outreach to foreign societies5. Programs for developing countries6. Collaboration with international societies7. International Journal Submissions…traveling editors8. Global Growth of Technology Programs (IHE)9. Open the Door for International Research Proposals10. Increase volunteer participation by foreign radiologists

Ideas to Run With…Rather than go into the strategic planning process, I’ll focus on ideas Rather than go into the strategic planning process, I’ll focus on ideas

to implementto implement

1. Create an International Advisory Committee…foreign members consider it an honor to serve.

2. Conduct focus groups of foreign attendees at your annual meeting

3. Survey exhibitors to determine their interest in international members and ability to invite attendees

4. Appoint domestic members with strong ties to foreign countries as “ambassadors”

5. Develop a joint marketing program with the host city Convention and Visitors Bureau

Question # 2Is international growth at your annual Is international growth at your annual meeting included in your organization’s meeting included in your organization’s

strategic plan?strategic plan?

A.True

B. False

Question #3Have you discussed how your host city can Have you discussed how your host city can

help promote international attendance with help promote international attendance with the local convention and visitors bureau?the local convention and visitors bureau?

A.Yes

B. No

Ideas…6. Feature a special international session at your annual

meeting…”Best of Italy”…to establish cooperation with sister societies.

7. Host an elite roundtable discussion of international leaders – hosted by Executive Director or President – to discuss trends around the world.

8. Sponsor an international reception for foreign attendees to meet your board and leaders.

9. Designate an international travel agent to assist exhibitors to host attendees and foreign guests

10. Offer scholarships to international representatives who are taking a leadership role in their respective country.

More Ideas…11. Host a special area for international attendees to

gather…meet friends…network, etc.

12. Build an “international” section on your website and annual meeting site to make it easy for foreign attendees

13. Evaluate if the Travel Promotion Act signed by President Obama in March will eventually provide you with marketing dollars or opportunities.

14. Promote the decision of your organization to go international.

15. Set up meetings with foreign leaders attending your meeting to establish relationships

Question #4

Are you aware of the Travel Promotion Act Are you aware of the Travel Promotion Act signed by President Obama in March?signed by President Obama in March?

A.Yes

B. No

Additional International Opportunities• Establish an international membership category

• Pursue volunteer or outreach initiatives in developing countries (such as visiting professors or donating educational content)

• Explore opportunities for international pavilions on your show floor

• Provide assistance in obtaining visas

• Sponsor education sessions at leading international meetings

• Joint projects – education, public relations, research – with foreign sister societies

• Promote journal or magazine visibility to international prospects

Marketing to International Attendees

• International website with letter of invite, how to get visa, links to government agencies that help, etc.

• Easy registration and hotels…online• Involve exhibitors in marketing to foreign attendees• Info..info..info in newsletter• Ads, emails, direct mail to international attendees• Work with embassies/consulates…Chinese lists provided

to help with visas• Travel arrangements through international agent• Work cooperatively with host city Convention and

Visitors Bureau

Question #5Does your annual meeting website adequately provide Does your annual meeting website adequately provide

registration, visa application, course content data and registration, visa application, course content data and travel information specifically for foreign members?travel information specifically for foreign members?

A. Strongly Agree

B. Agree

C. Disagree

D. Strongly Disagree

Questions?

If you have questions concerning your international outreach opportunities,

please send an email to:

Dave Fellers, CAE

dave@fellerskc.com

Prairie Village, Kansas

847-254-2700