It’s football season.
And many Americans are watching their favorite team every weekend. While the stadiums are packed to capacity with hundreds of thousands of fans having the ultimate experience, millions more than that are watching at home or in a bar with their friends. They can’t be there in person, but that doesn’t mean they aren’t having a great experience watching and cheering from the comfort of their couch or favorite bar stool. And, the next morning, football is the talk at every company. The buzz continues throughout the entire week!
Football would never be that popular, though, if those other millions didn’t have such an easy way to access it. It’s only through event broadcasting that so many people are able to keep up with their favorite team.
But what does this have to do with Associations?
The NFL uses event broadcasting to reach an audience over ten times bigger than if it relied solely on physical attendance. Associations now have the technology to do the same!
Every Association runs events – such as meetings and conferences. Unfortunately, up until a few years ago, those events were limited to members that could attend in person.
Today, Associations have the luxury of enjoying the same degree of excitement around their events as the NFL. Through event broadcasting, you can engage those that are unable to attend and extending the excitement to a whole new level!
And, just like in the NFL, we have seen that doing so has little or no negative impact on your physical attendance. Broadcasting football on TV encourages people to attend physically. Live streaming your conference has the same impact. The data is showing that anywhere from 20-40% of people watching at home will attend the following year in person.
Here’s the exciting part:
Research shows that in the Association market, attendees watching the conference online are willing to pay the same registration price as the physical attendees! Doing this creates a windfall of revenue for associations, and yet fewer than 10% are taking advantage of it.
The NFL has realized that they, too, can take advantage of technology today by not limiting their broadcast to just television. They license the right to broadcast their games to web sites like ESPN.com, NIKE.com, and other sports-related sites in order to create an interactive experience around the broadcast in a privately-branded environment.
Associations can now do the same thing by licensing the right to broadcast their conference in a privately-branded experience. This unique opportunity has the ability to drive a significant amount of revenue for the Association. Even disregarding the virtual registration fees, event broadcasting lets them target a much larger audience with their education.
All the data is there to say, “Get your Association in the game!” Start generating new revenue and reaching a broader, more globalized audience. Integrate those who are unable to make it to your conference. Reap the benefits that the NFL has been experiencing for the last 50 years.