MKT 595 Event Management-Case Study

CASE STUDY Using Technology to Attract Millennials The American Society of Widgets (ASW) is a nonprofit, 50103 1. What technology could the executive director use in her association of members who are in the industry of making, sell conference marketing efforts? ing, and distributing widgets. The association has been around 2. Which social media channels are the ones she would for 50 plus years and, in recent years, has struggled to stay rele- find most success with, and why? want to a younger group of potential members. With conference 3. How could the organization integrate cutting edge tech- attendance plummeting by 50 percent in the past decade, a nologies, such as virtual and augmented reality, into the new, younger executive director was hired to reverse the trend. marketing and experience of the event? By understanding the importance of integrating new technolo 4. What common meeting tools and techniques could be gies into the marketing, delivery, and experience of the confer used by the association to aggregate big data about the ence, she could connect with the younger potential members, attendees and ensure that future conferences met and make the conference meaningful to them, and improve the exceeded their needs? association's conference attendance and bottom line. 5. What are the biggest technological challenges the execu- Moral of the story: Change, while never a comfortable tive director must overcome to create a more technology- thing to do, is essential to move your mission and your impact friendly conference? forward, For many people, the use of technology is the biggest driver of change