9:00am - 5:00pm
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PCMA Executive Edge
By Invitation Only
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9:30am - 10:30am
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AIBTM Keynote Session
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11:00am - 12:00pm
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SMMP Beyond Theory: Foundational Elements of Partnerships and Policy
Developing an SMMP is not a one-person show. It requires strong and structured partnerships with both internal organizations and external suppliers. An enforceable policy supported by internal and external partners is also foundational to any SMM Program. Corporate meeting/event leaders embarking on an SMMP will gain insights into one company's step-by-step approach to selecting vendors and creating a global meetings policy. Business partners will understand important criteria for vendor capabilities and insights on how to deliver thier services effectively through a corporate SMMP. (Note: This session is presented from a single company's corporate global SMM perspective.)
Learner Outcomes:
- Communicate the value of policy and partnerships with business relevance to your stakeholders
- Describe the roles of internal and external partnerships in SMM success
- Understand the value a business partner brings to a Corporate SMM program
Moderator: Carolyn Pund, CMP, CMM, Senior Global Strategic Meetings Manager, Cisco Systems, Inc.
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11:00am – 12:00pm
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Medical Societies: Enduring Content Expands Reach and Generates Non-Dues Revenue
Do you want to increase the impact and influence of your organization while, at the same time, identifying new sources of revenue? Enduring content derived from your annual and other meetings can help to drive innovation and growth within your organization. Learn a strategic planning approach to identify opportunities for generating additional value from your meetings and a roadmap on how to implement them. Medical meeting case studies and group exercises help create a session that is both creatively stimulating and immediately actionable. Note: the concepts discussed are applicable for all meetings, but the examples used will be specific to medical meetings.
Learner outcomes:
- Determine multiple customer prospects for your organization's products and services
- Identify new revenue stream opportunities
- Assess and overcome obstacles to growth
Presenter: Brendan McLoughlin, Marketing Officer, Learner's Digest International
Additional presenters: TBA
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11:00am - 12:00pm
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MPI - The Practitioner Series: Determine the Business Value of Meetings and Events
The Case for Measurement
"If the industry had been measuring the impact of meetings all along, there never would have been an AIG effect" (Tony Lorenz, founder of bxbonline)
Years after our industry suffered one of its worst public relations disasters - which it is still recovering from - less than 1% of meetings are evaluated to determine their business value, according to research funded by AIBTM and the MPI Foundation. For an industry that holds nearly 1.8 million meetings per year, attended by an estimated 205 million participants, responsible for over $907 billion in total economic contributions*, that's struggling to defend its relevance, this is indefensible.
Join this discussion with industry leaders on making the business case for measurement, the barriers that must be overcome, and what you can do to secure stakeholder buy-in for more strategic measurement of your meetings or events.
* The Economic Significance of Meetings to the U.S. Economy (2011)
Learner Outcomes
- Outline business case for measurement
- Identify key barriers to measurement and how to overcome them
- Identify key questions to ask your stakeholders
"If the industry had been measuring the impact of meetings all along,
there never would have been an AIG effect"
Presenters: Bill Voegeli, President at Significant Research, LLC and President at Association Insights and
John Nawn, Founder, The Perfect Meeting
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11:00am – 12:00pm
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Leveraging Emotional Engagement to Improve the ROI of Your Meetings
Have you ever walked out of a meeting or event feeling pumped up, excited, or completely in awe? It's a bit like going to a really good movie. If done well, the emotions linger long after you leave the theatre. This workshop will take a fun, interactive game-show approach and examine the role emotions play both in cinema AND in our world of meetings and events.
This discussion will:
- Identify "positive" emotions generated by an experience
- Create connections and applications for those emotions to meetings and events
- Generate ideas for how to design a meeting that elicits positive emotions
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11:00am - 12:30pm
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Transforming Teams into Customer Care Crusaders
The customer is affected by what is happening within your organization, internally as well as externally. If you are ready to discover how a Culture of Care is created so your customers rate you #1 in Customer Service, you will want to attend this session.
In Elaine's "customerized" session, you can find out how to:
- Use the secret technique that turns teams into Customer Care Crusaders
- Deliver extraordinary service even when things don't go as planned
- Employ the "Knock it Off Nicely" technique with each other and your suppliers so they understand your standards
- Implement change and get your teams eager to implement it
- Use a simple unique technique to solve service breakdowns from the inside out.
Presenter: Elaine Allison, CSP, Customer Service Expert, Keynote Speaker, Training Consultant, Author
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11:00am - 12:30pm
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Using Business Intelligence to Manage Events Strategically
The combination of the recession, introduction of Strategic Meeting Management (SMM) and increased expectations by senior management has thrust ROI back into the spotlight.
The intense focus on meeting "value and accountability"cleary is changing the way that planners plan and execute meetings & events.
In this interactive workshop, attendees will learn how to breakdown data in silos, leverage business intelligence for maximum negotiations & value and create specific metrics to define, measure and report success.
Key areas of focus include the meeting and event approval process, sourcing, hotel contracting, attendee registration, event planning/BEO, post evaluation and invoicing/reconciliation.
Learner Outcomes:
- Understand business intelligence that becomes available at each step of the planning process
- Review methods to assess data and leverage your spend to maximize meeting value, cost savings, risk reduction and ROI
- Examine ways to automate work flow and streamline processes and procedures
- Know how robust technology drives SMM and strategic decisions
- Learn how use your business intelligence and demonstrate real meeting value to management and stakeholders
- Meetings are big investments and this workshop will provide immediate take a ways that will assure added measurable meeting value, ROI and strategic outcomes.
Presenter: Rob Wilson, MCSE, President of Meeting Evolution and
Jennifer W. Brown, CMP, SMMC, President of Meeting Sites Resource
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11:00am - 12:30pm
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Understanding Meetings Cost in the New Reality
Join Michael Dominguez as he takes an in depth look at the "Hotel Business Model Today" in our economic environment. This session will help you gain an understanding of where your leverage lies in these uncertain times. This session looks at the economic meltdown, the recovery, RevPAR (revenue per available room) projections as well as an in-depth 'behind the scenes' look at the hotel industry. Understand the historical positioning of the 2007 recession and the structural changes in the hotel business and our economy.
Learner Outcomes:
- Understand the driving issues in the hotel industry and how that impacts to your meetings.
- Discuss the economic conditions to expect for 2012 and beyond from industry research.
- Understand a hotel's profit/loss statement, cost pressures and restrictions
- Learn new tools in discussing and leveraging food & beverage
- Understand the "Why's" of hotel pricing and pressures
- Understand your leverage today and "must have" questions for hotel RFP's
Presenter: Mike Dominguez, CHSE, Vice President, Global Sales Loews Hotels and Resorts, New York, USA
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11:30am – 1:00pm
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How Global Destinations Can Penetrate the US Market
ICCA brings together a "crowd panel" of US clients and international suppliers with deep experience of working in US meetings market to lead discussions and to share practical hints, shortcuts, advice on business culture, the best communication channels, and other secrets of success. A mix of anecdotal, short-sharp comments shared with the whole audience, and intensive, interactive Round Table discussions, this fast-paced format is designed to extract and share all the relevant expertise in the room.
A standing-room-only topic when ICCA organised a similar session at AIBTM 2011! Essential for any new international exhibitors who are relatively inexperienced in dealing with the US market, but also great for any suppliers wanting to refresh their knowledge and find out how US clients are currently thinking and acting.
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12:45 PM – 5:00 PM
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SITE Young Leaders Program
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12:45pm - 1:45pm
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Event Productivity and the Power of Connection
How One-to-One appointments can drive sponsor & exhibitor value, increase community & networking and vastly improve the business productivity of your events.
Imagine if your participants sat down together in a conference room, before they ever attended a session, and discussed – with their teams – who they were going to meet with and what they were going to accomplish at the event. Imagine if you guaranteed 20 productive meetings with interested prospects for every exhibitor. Imagine if you could create thousands of simultaneous preference-based appointments then deliver schedules on mobile devices to all of your participants with the click of a mouse. Well that day is here.
Your attendees come to events to learn, buy and network, but imagine if their journey began with a set of preferences that helped all participants map out interaction that was personalized and genuinely beneficial to them. One-to-one appointments can do that. Allowing your attendees to choose the people, companies or topics they'd like to meet with someone on, and giving exhibitors prospect after prospect that is interested in their product or service is the new normal. The days of aimless tradeshow wandering are over. This session will discuss cutting-edge technology solutions that now set the stage for unmatched business productivity at events that incorporate scheduled appointments.
Presenter: Tara Thomas, VP, Global Marketing, Certain, Inc.
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1:00pm to 2:00pm
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Delivering Meetings that Meet Your Organization's Strategic Plan
To be a key leader, meeting professionals must be positioned to make and communicate decisions and provide the necessary support and information for organizational strategic planning. But, often due to organizational structure, time constraints, tradition, etc., this can be a challenge. In this session association CEOs partner with their meeting professionals for a vibrant discussion of successes and challenges, and of the meeting planner's advancement to strategic thinker and the impact on moving up the organizational ladder.
Learner Outcomes:
- Understand your strategic plan and deliver relevant ideas and events
- Create key partnerships in senior management within your organization
- Provide better strategic support for your organization and ultimately for your career
Moderator: Gregg H. Talley, FASAE, CAE, President & CEO, Talley Management Group.
Panelists: Mary Ciambrone,Director of Products & Services, International Reading Association;
Willie L. Benjamin III, Senior Manager, Meetings, International Reading Association;
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1:00pm - 2:30pm
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How to BETTER Market Your Meetings to Generate Increased Revenues
Fact: Only 12-15% of your members attend your annual meeting or major conference. Learn how to increase registrations.
Learn to increase attendance, exhibitors, and sponsorships. Learn to market your association and its meetings more profitably through Relationship Sales & Marketing.
Learn the results-oriented yet practical principles of creative and innovative marketing by treating each member, exhibitor, and sponsor as if they were your only member, exhibitor, and sponsor. Even your association's sales and marketing pros – who often say, "I've heard it all" – will fine-tune their skills and even learn something new!
COURSE OUTLINE & LEARNING OBJECTIVES
You will learn how to:
- Apply proven psychological principles of member buying behavior to uncover new profit centers
- Apply the The Fear-Problem-Solution-Offer model to the marketing of your association and its programs
- Make the shift from the "same old-same old" traditional ways of marketing your meetings to the new Relationship Strategies model to WOW! your members
- Assess yourself and your staff in 18 sales and marketing skill areas
- Apply the principles of Member Obsession: talking "needs" and "solutions" to generate business
- Market to your "difficult" members: those who object, are indecisive, and complain
- Become a better listener, make your members glad they talked to you
- Apply the STOP – LOOK – LISTEN – ASK model to marketing smarter
- Remove, rather than have to overcome, objections by converting complaints into registrations
- Recruit new exhibitors and sponsors and improve your negotiation skills to keep them coming back year after year: retention
- Develop a quantitative member and vendor feedback tool that increases business
- Serve your members and vendors better than expected: Perception Exceeds Expectation
Presenter: Dr. Elliott B. Jaffa Marketing Consultant/Trainer, Dr. Elliott B. Jaffa Associates
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1:00pm - 2:30pm
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The Customer Focus: Building a Customer Loyalty Mindset!
Customer service training for companies who want to create a stronger service culture that builds loyal relationships with their customers and a better environment for their employees.
The programs focus on customer service training, and were created to help develop a mindset dedicated to delivering outstanding customer service to both external and internal customers. A by-product of this customer service training program is that it helps build employee loyalty and a better working environment.
The fundamental purpose of a business is to get and keep customers. The goal is to satisfy customer/client needs at a profit. Your company can only benefit from a strong customer service culture. Some of the benefits include:
- Satisfied customers are converted to loyal customers
- More sales come from existing customers
- Your customers become advocates, creating word of mouth advertising
- Reduced employee turnover
- Increased revenue
- And, much more!
Presenter: Buddy Rice
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1:30pm - 2:30pm
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MPI - The Practitioner Series: Determine the Business Value of Meetings and Events
Measuring What Matters
Determining the business value of meetings and events begins and ends with establishing measurable outcomes because without objectives, you simply cannot determine value. Clearly defined objectives lead to appropriate metrics that insure you're measuring what matters.
Most meeting professionals are not aware of the wide variety of financial and non-financial metrics that can be used to determine value. Join us for this interactive discussion on determining objectives and the corresponding metrics and measures that can be utilized for your meeting or event and find out how leading companies are using simple processes and tools to determine the value of their meetings and events.
Learner Outcomes
- Determine key meeting objectives which create business value
- Evaluate established measurement tools and reporting options
- Critique your existing measurement and reporting process
Presenters: Bill Voegeli, President at Significant Research, LLC and President at Association Insights and
John Nawn, Founder, The Perfect Meeting
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1:45pm – 2:45pm
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Cost-savings: Tips & Insider Information from Road Warriors
What is the best way to reduce telecom charges for global travelers? What are road warriors' favorite mobile apps? How do they manage to get lounge passes, GoGo, and other travel perks for free? A panel of frequent global travelers will share their best tips and other insider information that will help you save costs while creating happier travelers.
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2:30pm – 4:00pm
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Global Meetings: Practical Advice for North American Planners
ICCA is the most global trade association in the meetings industry, and this session brings together a vastly experienced mix of session leaders drawn from ICCA member companies and organisations from Europe, Asia-Pacific, and other regions outside North America – meetings management companies, major venues and destination marketing specialists.
Calling all US planners: if you're thinking about organising meetings outside North America over the next few years, whether for the first time or as an experienced internationalist, this is the perfect session to find solutions to all your problems! A mix of quick-fire advice and stories about the most common challenges and misunderstandings, Round Table discussions, and plenty of time for your most burning questions about how to go global without losing your mind!
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3:00pm – 4:00pm
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Creating a New Trade Show Floor Experience
Presented by the PCMA Chesapeake Chapter
The future exposition hall includes non-traditional floor plans designed to create multiple immersive areas. This interactive session will explore new approaches to developing unique selling propositions for interactive, theme-based show floors and launching bold new expo plans – connecting exhibitors and attendees while generating new exhibitor and sponsorship revenue.
Learner outcomes:
- Understand the pros and cons of non-traditional trade show floor plans
- Develop a plan for using content to drive attendees onto the show floor
- Cultivate new revenue streams from your revamped trade show experience
Presenter: Melinda Kendall, Vice President, Freeman
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3:00pm – 4:00pm
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Is it Time to Eliminate the Hotel RFP Process?
Mention the hotel RFP process and there is a collective cringe across the industry. Is it time to eliminate the time-consuming annual bidding process that does not service either side well? What is the future of hotel aggregators? Have you tried to e-auction hotel nights? If you are ready to disrupt the hotel RFP process and consider unconventional, out-of-the-box solutions, this is a workshop you won't want to miss.
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3:30pm - 4:30pm
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MPI - The Practitioner Series: Determine the Business Value of Meetings and Events
Communicating the Value of Your Meeting or Event
One of the greatest challenges in determining the value of meetings and events is properly interpreting the data you collect and effectively communicating results to all stakeholders. Too often, superficial analysis leads to missed opportunities for improvement and attendees turn elsewhere to address their needs before stakeholders realize what's going on and can preemptively act. Communicating actionable results to stakeholders insures a more consistent and responsive meeting experience for all. Hear from measurement experts and marketing professionals how leading companies are analyzing and interpreting the data they collect and effectively communicating those results.
Learner Outcomes:
- Distinguish value of simple vs. more robust analysis
- Outline effective communication strategy
Presenters: Bill Voegeli, President at Significant Research, LLC and President at Association Insights and
John Nawn, Founder, The Perfect Meeting
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3:30PM – 4:30PM
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Joining the Conversation: How to Use Social Media to Spark and Sustain Event and Meeting Opportunities
- Why Social Media is So Important to Business Travel
- How to Join the Conversation: LinkedIn, Facebook, Twitter, Foursquare, Google+ and…
- How to Build Brand Awareness in Social Media
- How to Build a Community and Business Opportunities in Social Media
- Master the Art of Social Conversation for Business Development: Case Studies
- Learn the Tools of the Trade for Time Management and Effectiveness
- Understanding the Rules that Govern Social Media Marketing
- How You Can Use Social Media to Leap Frog the Competition - Even When They're Bigger Than You!
- 10 Things You Can Do To Excel In Social Media Marketing
- Understanding that "Virtual" Relationships Should Inspire "Real-Life" MEETINGS!
Q&A
Presenter: Glen Gilmore Esq. (@GlenGilmore), Social Media Strategist & Adj. Prof. of Digital Marketing, Gilmore Business Network, Greater New York and Memphis, TN
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3:30PM – 5:00PM
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Spend Less Time Working But Get More Done
You have to work as if you don't have seconds to spare, but you could be wasting hours. If you're experiencing more stress as your job responsibilities increase and time runs out long before your workload, you'll have to get organized so you can think. When you start thinking, you'll plan and prioritize better, becoming more effective and efficient. And once you use technology to pull it all together, more time happens.
- Examine how you're spending the workday and address time wasters.
- Organize everything around you so you can think.
- Create and streamline a process for anything you dread doing.
- Unclutter your mind using external cues that will help you remember.
- Explore powerful computer tips and finish work six times quicker.
Presenter: Peggy Duncan, Personal Productivity Expert, Atlanta, USA
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4:00pm – 5:00pm
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Going Global One-on-One Clinic
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