business of meetings

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

reggie@asaecenter.org

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

604-689-8232csmith@vancouverconventioncentre.com