Resources  >> Associations Playing Games

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  January 31, 2012

Associations Playing Games

Let’s end this month with one more study, this time from the IMEX survey at their trade show last October.  Yes, they had all the usual trends — do more with less, shorter meetings, going green.  But this finding about associations and educational content got my attention.

According to attendee responses, associations are more firmly planted in the education business.  Using content from the conferences before and after the event is pretty standard now.  What’s new:  the format is diversifying into interactive experiences and, yes, even — gasp — gaming!

I’ve preached for years that we experts need to “gamify” our content for corporate segments.  Now it looks like we have a new group of customers coming up.  My predictions:  look for these formats to be underwritten by industry sponsors.  This is a great way to be a guru to a community — you can go from being the expert in (fill in the blank) to being the creator of blah-blah game that is taking the industry by storm.  See the difference?

Let’s put that on our resolution list.  As for the IMEX study, click here to see the rest of the findings.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.