It’s been said before that associations and trade fairs were made for each other. It is quite clear to see that for many associations pursuing the goal of facilitation, promotion and representation of the industry sector they cover, an annual face to face event is a highly effective tool to achieve a broad range of goals.
There is of course a range of activities and varying levels of involvement by the associations. Firstly, the main live communications tool is leveraged by the association for different purposes; and just as important, there are also different partnership models that associations choose to employ when working with the venue and/or organizers of their choice.
Today’s challenges for associations are ever more complex: member’s demands are increasing in terms of value-add services, and this is compounded by further fragmentation of member groups. New social methods for interaction (communications channels) are here to stay. Private sector companies are offering education for free, and “online” networking opportunities.