Associations get just 3 percent of the $18 billion corporate sponsorship market. A big reason why the percentage is so low is because associations aren’t offering what sponsors are looking for, posits a new study by IEG, a Chicago-based sponsorship consulting and research firm. If association leaders would adopt a new approach to corporate partnerships, they could claim a much larger share of the North American sponsorship market, the study concludes.

The paper says sponsors are looking beyond visibility and are seeking to build preference, loyalty, brand value, and sales. It outlines five key ways to transform sponsorship offerings to meet sponsors’ needs.

Faced with a membership of government employees under travel restrictions, executives at the Association of Public-Safety Communications Officials International were concerned about attendance for their 2010 annual meeting in Houston. Relying solely on traditional marketing didn’t make a lot of sense because for many members it wasn’t a lack of awareness keeping them home, it was lack of available funding. So APCO officials decided to take a different approach to marketing—they decided to go grassroots.

Instead of the association promoting the conference to members, the members would get involved by promoting the meeting and raising their own travel funds to attend. Find out about APCO's grassroots marketing strategy.

Two meetings industry associations, both managed by Creative Marketing Alliance, have rebranded to better reflect new strategic directions brought about by changes in the meetings industry. The Association for Convention Operations Management has changed its name to the Event Service Professionals Association, while the Association for Convention Sales and Marketing Executives rebranded as Convention Sales Professionals International.

See how their missions have changed.

Honolulu is preparing to host one of the largest and most high-profile events in its history, the Asia Pacific Economic Cooperation Leaders meeting, which will bring 20,000 delegates from 21 different countries, including heads of state, to the island of Oahu November 7–13.

Hawaii tourism leaders believe APEC will be a perception-changing conference for the Hawaii meetings industry. Here's why.

RCMA has announced keynote speakers for its 40th World Conference & Expo, January 24-27 in Kansas City, Mo. These talented presenters come from all walks of life and are guaranteed to inspire, energize, and wow their RCMA audience. Here’s a look at the lineup.

And here's a rundown of what's on tap for the evening programs, including a comedy act that does "ventriloquy."