For most associations, meetings and events are the biggest item on the calendar and one of the most underdeveloped revenue channels. Sponsorships get underpriced. Event content disappears after the closing session. Opportunities to engage members year-round get left on the table.

This session is built for associations who want to close those gaps without a major budget overhaul. Hear from association leaders and event technology experts on what is actually working right now, from repackaging content for on-demand access to using AI tools to better understand what your members are searching for and signing up for. 

Learning Objectives:

• Identify the three most common non-dues revenue gaps in association meetings and events programs, and pinpoint which ones apply to your organization.
• Learn how to repackage existing event content into year-round revenue streams without adding significant staff time or budget.
• Understand how AI-powered tools are helping associations extend the shelf life of event content and increase discoverability for members searching for continuing education and programming.

Associations invest significant time and resources in developing learning programs. It’s frustrating when a catalog of offerings underperform. The problem isn’t necessarily the content quality, it’s a misalignment between what the organization decides to build and what the target audience is willing to pay for.

Learner market analysis is a structured approach to understanding your audience’s buying behavior, content priorities, format preferences, price sensitivity, and competitive alternatives before you commit resources to development. It is the strategic step that sits between “we should offer something on this topic” and striking that “this is for me” feeling when the program notices hit members’ inboxes.

This session introduces practical market intelligence methods that education and events teams can use to make better portfolio decisions. Participants will work through a simplified analysis exercise using their own portfolio context and leave with a repeatable process for validating program concepts before investing in development.

By the end of this session, participants will be able to:

1. Distinguish between needs assessment (what learners say they want) and market analysis (what learners will invest in).

2. Identify the key data points that inform learner buying behavior, including content priorities, format preferences, price sensitivity, and competitive landscape.

3. Apply a simplified market analysis framework to evaluate a current or planned program in their own portfolio.

4. Describe how to integrate learner market intelligence into the program development workflow to reduce the risk of low-enrollment offerings.