How Associations Can Learn from Unsuccessful Events

The Snow and Ice Management Association (SIMA) recently attempted to leverage virtual engagement through their “Symposium Replay,” an online re-presentation of sessions from their annual conference. The goal was to provide value to both in-person attendees and those considering future participation. However, the results highlighted the challenges of virtual events.

While SIMA has typically relied on small video clips and editorial interviews as promotional tools, the Symposium Replay showed that there was limited demand for extensive virtual content. Attendees often prefer live events, but the logistical alignment of virtual and in-person sessions can be complex. The key takeaway, according to an article in Associations Now, was that virtual offerings must present a clear value proposition for both attendees and exhibitors.

Virtual burnout is a real concern, with a plethora of virtual conference options available. Successful online events must be accessible, engaging, and valuable. SIMA recognized the need to shift its virtual education strategy to better align with participant expectations. They are considering investing in on-demand training with verification of completion, possibly leading to certificates or credentials, to cater to participants seeking career development.

In the interim, SIMA is adopting a more targeted approach to virtual education. They are piloting special-interest groups that will convene over Zoom, facilitated by a SIMA staffer. This approach is cost-effective, less demanding on bandwidth, and likely to foster more meaningful networking and relationship-building among members compared to recorded content that often goes unwatched.

In essence, SIMA’s experience with the Symposium Replay has prompted a shift toward more focused and credential-oriented virtual education offerings, recognizing the evolving needs and preferences of their audience in a post-COVID world.