business of meetings
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Meetings and Expositions ExcellenceTRANSCRIPT
Meetings and Expositions Excellence
Claire Smith, CMPVP, Sales & Marketing
Vancouver Convention Centre
A special thank you to our Strategic Partner, The Canadian Tourism Commission and its partners:
Thank You to the Meetings andExpositions Section Council
They saw the need to support senior meeting professionals
Have served as experts and advisers
The Business of MeetingsSM Certificate Programme
1. Meetings and ExpositionsExcellence
2. Flawless Business Operations3. Strategy and Marketing4. Leadership and Communication
• Position yourself for the future
• Position your meetings for the future
• Be a strategic asset to your organisation
• Identify and share best practices among your peers
• Enhance the professionalism of the profession
Purpose of the Certificate
Agreements
1. Be proactive: question and learn
2. Share your experiences3. Everyone engaged4. Everyone participate; no
one dominate5. Silence all electronic
devices6. Start and end on time7. Attend both days of the
course!
Programme Agenda: Day One
1. Trends, Issues, and New Skills
2. Learning Management and Delivery
3. Technology4. Negotiations
Introduce Yourself to Your Partner
• Name, organisation, overview of responsibilities
• Why you are here?• What do you hope to
learn?
Introduce Your Partner to the Group
Claire
Trends and Issues
Why Should We Care? ? ? ?
Trends and Issues
What do you think are the top 3 trends in the meetings industry?
What is impacting the way we do our jobs?
Discuss at your table and report back.
Trends and Issues
Where do they come from?
2012 Meeting Industry Trends
1. Budget Pressure
2. Time Poverty
3. Buyers vs. Sellers Market
4. Content is King
Content
5. Globalization
6. Customisation/Flexibility
7. More Partnerships
8. Technology Convergence
SOCIAL MEDIA
9. Social Media Revolution
10. Hybrid Meetings
11. Social Responsibility
Trends
1. Budget Pressure2. Time Poverty3. Buyers vs. Sellers Market4. Content is King5. Customisation/Flexibility6. More Partnerships7. Technology convergence8. Social Media9. Hybrid Meetings10. Globalisation11. Social responsibility
• Create remarkable experiences/environments
• Personalise• Do more with less• Engage attendees• Stimulate conversations• Build communities• Customer service• Surprise, delight, and
challenge• innovate
The New Realities of Meetings
Ideal Meeting Executive Traits
Learning Management and Meeting Design
Learning Management and Delivery
• Examine the key elements of learning management and meeting design
• Reinforce the link between learning purpose and meeting design
• Explore recent changes to meetings from a learning perspective
• Discuss creative approaches to learning versus practical constraints
• Evaluate various learning delivery formats
Learning Management and Meeting Design
Recent Changes to Meetings from a Learning Perspective
Learning Purpose and Meeting Design
Creative Approaches to Learningvs Practical Constraints
Various Learning Delivery Formats
Questions?
Business of Meetings:Technology Update
Reggie Henry, CAEChief Information OfficerASAE
What We’ll Cover
Cloud Computing
Mobile
Background: Why Mobile?
By 2014, mobile Internet should take over desktop Internet usage*
*Microsoft Tag, 2011**ComScore, Alexa, Flurry Analytics, 2011
In the last quarter of 2011, Apple shipped 15.7 million iPads, compared to 11.9-15.1M computers shipped by major brands.
In the near future, most people
accessing our “properties” will be
doing so from a mobile device!
Similar but Different
Although both smartphones and tablets are considered mobile, increasingly, people use them differently. Our mobile strategy must reflect that.
• Convenience• Save Time• Waste Time• Social• Simple
• Broad Content Consumption• Desktop-like expectations,
with mobile flair• Social• Complex
Background: Tablet Usage
Implications
• Mobile is a different mindset from traditional web – however our content consumers interact in a variety of media
• Social/Community is an integral part of the mobile experience
• Smartphones and tablets are different. Separate approaches must be taken to leverage best practices and trends for each platform selected
• The customer needs to be at the centre—both of the delivery mechanisms and the content planning/creation
Strategy: Foundational Elements
• Taxonomy• Orbital Content• Social/Community• Career/Learning Aspirations
Strategy: Taxonomy Project
How we categorise content• By topic• By audience• By source• By length of time to consume• By intended device• How it’s connected to other content
Retooling your taxonomy for the future!
Project due to be completed by June of this year
Potential new ways of categorising our
content.
Expected Benefits
• Organising/Quantifying our Content• Finding Content Gaps• Content Retirement• Content “Findability” or SEO• Content “Mobility”
Strategy: Taxonomy Project
Strategy: Orbital ContentA transformed relationship with content is one in which individual users are at centre and content orbits around them.
• Liberated: The content was either created by you or has been distilled and associated with you.
• Open: You collected it so you control it… It can be shared with countless apps and flow seamlessly between contexts.
Source: www.alistapart.com/articles/orbital-content/
Strategy: Orbital Content
Taxonomy
AssociationGenerated ContentMemberGenerated Content
“Other” Generated Content
The TAXONOMY is the connective tissue between our members and their content needs.
Strategy: Social/Community
Taxonomy
Association Generated ContentMemberGenerated Content
“Other” Generated Content as both
a destination and source for content!
Communities both private and public are critical to our strategy
Our Strategy
Website• Allow/develop continued mass customisation as started in the
Briefcase/MyASAE• Further integrate the content, community, and career areas
based on what visitors use most• Focus on engagement for non-member site visitors• Explore new formats for the most used content areas, such as
slideshows and top 10s which are becoming a standard industry-wide
• On-going modifications to website based on responsive design
Beginning with Great Ideas, Collaborate (our private social network) will be incorporated
in to all of our iPad apps.
Where We’re HeadedFor Smartphones
• Ensure mobile websites exist for the association’s core online properties including main web site, conference sites, social sites and career sites.
• Continue practice of having apps around your organisation’s core areas of use—content, community and career.
For Tablets
• Make sure your website will be optimised to use swipe and interactions
• Consider a “mega” app that combines the core areas of content, community and career into one app.
Cloud Computing
Cloud Computing
Cloud computing
The delivery of computing as a service rather than a product, whereby shared resources, software, and information are provided to computers and other devices as a metered service over a network (typically the Internet).
Infrastructure
Software
Why Cloud Computing?
People
Cloud Computing
3 Major Business Models
Cloud Computing
Cloud application services or "Software as a Service (SaaS)" deliver software as a service over the Internet, eliminating the need to install and run the application on the customer's own computers and simplifying maintenance and support.
Software as a Service (SaaS)
Cloud Computing
PaaS solutions are development platforms for which the development tool itself is hosted in the cloud and accessed through a browser. With PaaS, developers can build web applications without installing any tools on their computer and then deploy those applications without any specialised systems administration skills.
Platform as a Service (PaaS)
Cloud Computing
Cloud infrastructure services, also known as “Infrastructure as a Service" (IaaS), deliver computer infrastructure – typically a platform virtualization environment – as a service, along with raw (block) storage and networking. Rather than purchasing servers, software, data-centre space or network equipment, clients instead buy those resources as a fully outsourced service.
Infrastructure as a Service" (IaaS)
Cloud Computing
3 Major Implementation Models
Pros• Eliminate or reduce capital investments in infrastructure• Scalability – up or down• Speed to market
Cons• Security• Application Integration• Privacy Compliance
Cloud Computing
Personal Cloud Computing
Cloud Computing
Demonstrations
• Meetings Apps• Meeting Logistics – Database and Apps• Project Management• Using the Cloud• Presentations Using the iPad, iPhone
Discussion
Questions?
Reggie Henry, CAEChief Information Officer
ASAE: The Center for Association Leadership202-326-9547
Negotiations
What does success look like?
How do you prepare?
What is your style?
Negotiation Rules
• Tell the truth if asked• Don’t have to divulge• Can embellish when
information is missing
Outcomes
Did you come to an agreement?
What was the rate?
block size?Meeting space?
Were there any red flags?How do you feel about the
outcome?
Session Recap
Day One1. Trends, Issues, and
New Competencies2. Learning Management
and Delivery3. Technology4. Negotiations
Programme Agenda: Day Two
1. Execution and Innovation2. Expositions and
Tradeshows3. Business Partner
Relationships4. International Meetings
Meetings and Expositions Excellence
Claire Smith, CMPVP, Sales & Marketing
Vancouver Convention Centre
Execution and Innovation
Let’s meet the panel!
Expositions and Tradeshows
What challenges are you facing with your
exhibition?
Expositions and Tradeshows
What is new and innovative?1. Hosted buyers2. Scheduled appointments3. Sponsor features4. Education on the floor5. Public integration6. Use of technology
Hosted Buyer Programmes
Sponsor Features
Hosted Buyer Programmes
Expositions and Tradeshows
• Visit competitive events• Visit consumer shows• Survey attendees• Survey exhibitors• Listen to suppliers• Survey members
Expositions and Tradeshows
How do you involve exhibitors?1. Exhibitor advisory boards2. Member advisory group3. Evaluations4. Leadership walk the floor
Expositions and Tradeshows
How to Increase ROI1. Lead retrieval2. Networking tools3. Online appointments4. Virtual exhibits5. Attendance building6. Electronic signage
Expositions and Tradeshows
Expositions and Tradeshows
Design Enhancements• Feature areas• Gathering places• Association services• Creative food & beverage• Consolidated show hours
IGNITE EXPO 2012/JUNE 12-13th, 2012Direct Energy Centre, Toronto
IGNITE EXPO 2012/JUNE 12-13th, 2012Direct Energy Centre, Toronto
Business Partner Relationships
Is one of your partnerships working well?
Why is it working?
How are you measuring Success?
Could the relationship be even better?
Business Partner Relationships
Is one of your partnerships not working well?
Why do you think it’s not working?
Is there anything you could do to make it better?
International Meetings
A New Opportunity for Associations• Globalisation• Member Growth• International Mandates• Educational Opportunities• Members Outreach
International Meetings
What is an international meeting?
• Within the US• Outside the US
International Meetings in the US
• Longer planning and promotional cycle• Language• Registration, housing, and travel• Programme relevance; speaker selection• Communication with speakers, exhibitors• Food and beverage selection• Visas
International Meetings Outside the US
• Research• Pick the right destination• Celebrate the destination• Be specific, flexible and never assume• Know boundaries• Find the right partners• Things will be different• Spoon-feed your participants
International Meetings Outside the US
Site Selection• Political and economic• Safety and security• Climate• Currency• Accessibility• Local customs, holidays• Local support
Business Partners
• PCO/DMC• CVBs• Tourist boards• Facilities/hotels• Customs broker
Financial Considerations
• Travel costs• Currency fluctuations• Meeting space and
service costs• On-site staffing and
suppliers• Shipping and customs• Taxes
Negotiations
What is negotiable?• Meeting space?• Hotels?• Transportation?• Services?• Currencies?
Programme Development
• Local committees• Local content• Local mealtimes• Time zones and jet
lag
Logistics
• Translation• AV• Shipping• Customs• Transportation• Off-site venues• Immigration and visas
Communications
• Passports & visas• Climate & weather• Currency• Electrical• Destination info• Cultural
considerations
Planning an International Meeting
Review the case study with your table.
Decide and report back:1. Where are we going to hold the meeting?2. What are the 2 challenges?3. Who would you involve to help with these
challenges?
Session Recap
Day Two1. Execution and
Innovation2. Expositions and
Tradeshows3. Business Partner
Relationships4. International Meetings
Programme Summary
• Key Points to take home• Your Meetings• Your Organization• Yourself• Next Steps
A special thank you to our Strategic Partner, The Canadian Tourism Commission and its partners:
For additional programmes, please visit our website at www.asaecenter.org
Thank you to Claire Smithfor facilitating this course!
Vice President, Sales & MarketingVancouver Convention Centre