1.
Meetings and
Expositions Excellence
Claire Smith, CMP
VP, Sales & Marketing
Vancouver Convention Centre

2.
A special thank you to our Strategic Partner,
The Canadian Tourism Commission and its partners:

3.
Thank You to the Meetings and
Expositions Section Council
They saw the need to support senior
meeting professionals
Have served as experts and advisers

4.
The Business of MeetingsSM
Certificate Programme
1. Meetings and Expositions
Excellence
2. Flawless Business Operations
3. Strategy and Marketing
4. Leadership and Communication

5.
Purpose of the Certificate
• 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

6.
Agreements
1. Be proactive: question and
learn
2. Share your experiences
3. Everyone engaged
4. Everyone participate; no
one dominate
5. Silence all electronic
devices
6. Start and end on time
7. Attend both days of the
course!

7.
Programme Agenda: Day One
1. Trends, Issues, and
New Skills
2. Learning Management
and Delivery
3. Technology
4. Negotiations

8.
Introduce Yourself to Your Partner
• Name, organisation, ove
rview of responsibilities
• Why you are here?
• What do you hope to
learn?
Introduce Your Partner to the
Group

9.
Claire

10.
Trends and Issues
Why Should We Care
? ? ? ?

11.
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.

12.
Trends and Issues
Where do they come from?

13.
2012 Meeting Industry Trends

14.
1. Budget Pressure

15.
2. Time Poverty

16.
3. Buyers vs. Sellers Market

17.
4. Content is King
Content

18.
5. Globalization

19.
6. Customisation/Flexibility

20.
7. More Partnerships

21.
8. Technology Convergence

22.
9. Social Media Revolution
SOCIAL
MEDIA

23.
10. Hybrid Meetings

24.
11. Social Responsibility

25.
Trends
1. Budget Pressure
2. Time Poverty
3. Buyers vs. Sellers Market
4. Content is King
5. Customisation/Flexibility
6. More Partnerships
7. Technology convergence
8. Social Media
9. Hybrid Meetings
10. Globalisation
11. Social responsibility

26.
The New Realities of Meetings
• Create remarkable
experiences/environments
• Personalise
• Do more with less
• Engage attendees
• Stimulate conversations
• Build communities
• Customer service
• Surprise, delight, and
challenge
• innovate

27.
Ideal Meeting Executive Traits

28.
Learning Management
and Meeting Design

29.
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

30.
Learning Management and
Meeting Design

31.
Recent Changes to Meetings from
a Learning Perspective

32.
Learning Purpose and Meeting Design

33.
Creative Approaches to Learning
vs Practical Constraints

34.
Various Learning Delivery Formats

35.
Questions?

36.
Business of Meetings:
Technology Update
Reggie Henry, CAE
Chief Information Officer
ASAE

37.
What We’ll Cover
Mobile
Cloud Computing

38.
Background: Why Mobile?
In the near
future, most people
accessing our
“properties” will be
In the last quarter of
By 2014, mobile Internet doing so from a 2011, Apple shipped 15.7
should take over desktop mobile device! million iPads, compared to
Internet usage* 11.9-15.1M computers
shipped by major brands.
*Microsoft Tag, 2011
**ComScore, Alexa, Flurry Analytics, 2011

39.
Similar but Different
Although both
smartphones and tablets
are considered
mobile, increasingly, peo
ple use them differently.
Our mobile strategy must
reflect that.
• Convenience
• Save Time
• Waste Time • Broad Content Consumption
• Social • Desktop-like
• Simple expectations, with mobile flair
• Social
• Complex

40.
Background: Tablet Usage

41.
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

42.
Strategy: Foundational Elements
• Taxonomy
• Orbital Content
• Social/Community
• Career/Learning Aspirations

43.
Strategy: Taxonomy Project
Retooling your taxonomy for the future!
How we categorise content
• By topic
• By audience
• By source
• By length of time to consume Potential new ways
• By intended device of categorising our
content.
• How it’s connected to other content
Project due to be completed by June of this year

44.
Strategy: Taxonomy Project
Expected Benefits
• Organising/Quantifying our Content
• Finding Content Gaps
• Content Retirement
• Content “Findability” or SEO
• Content “Mobility”

45.
Strategy: Orbital Content
A 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/

46.
Strategy: Orbital Content
The TAXONOMY is the connective
tissue between our members and their
content needs.
Associatio
n
Generated
Content
Member
Generated Taxonomy
Content
“Other”
Generated
Content

47.
Strategy: Social/Community
Communities both
private and public are
Associatio
n critical to our strategy
Generated
Content
Member
Generated Taxonomy
Content
“Other”
Generated
Content as both
a destination and source for
content!

48.
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

49.
Beginning with Great
Ideas, Collaborate (our private
social network) will be
incorporated in to all of our
iPad apps.

50.
Where We’re Headed
For 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.

51.
Cloud Computing

52.
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).

53.
Why Cloud Computing?
Infrastructure
Software
People

54.
Cloud Computing
3 Major Business Models

55.
Cloud Computing
Software as a Service (SaaS)
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.

56.
Cloud Computing
Platform as a Service (PaaS)
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.

57.
Cloud Computing
Infrastructure as a Service" (IaaS)
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.

58.
Cloud Computing
3 Major Implementation Models

59.
Cloud Computing
Pros
• Eliminate or reduce capital investments in infrastructure
• Scalability – up or down
• Speed to market
Cons
• Security
• Application Integration
• Privacy Compliance

60.
Cloud Computing
Personal Cloud Computing

61.
Demonstrations
• Meetings Apps
• Meeting Logistics – Database and Apps
• Project Management
• Using the Cloud
• Presentations Using the iPad, iPhone

62.
Discussion

63.
Questions?
Reggie Henry, CAE
Chief Information Officer
ASAE: The Center for Association Leadership
202-326-9547
reggie@asaecenter.org

64.
Negotiations
What does success
look like?
How do you prepare?
What is your style?

65.
Negotiation Rules
• Tell the truth if asked
• Don’t have to
divulge
• Can embellish when
information is
missing

66.
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?

67.
Session Recap
Day One
1. Trends, Issues, and
New Competencies
2. Learning Management
and Delivery
3. Technology
4. Negotiations

68.
Programme Agenda: Day Two
1. Execution and Innovation
2. Expositions and
Tradeshows
3. Business Partner
Relationships
4. International Meetings

69.
Meetings and
Expositions Excellence
Claire Smith, CMP
VP, Sales & Marketing
Vancouver Convention Centre

70.
Execution and Innovation
Let’s meet the panel!

71.
Expositions and Tradeshows
What challenges are
you facing with your
exhibition?

72.
Expositions and Tradeshows
What is new and innovative?
1. Hosted buyers
2. Scheduled
appointments
3. Sponsor features
4. Education on the floor
5. Public integration
6. Use of technology

73.
Hosted Buyer Programmes

74.
Sponsor Features

75.
Hosted Buyer Programmes

76.
Expositions and Tradeshows
• Visit competitive events
• Visit consumer shows
• Survey attendees
• Survey exhibitors
• Listen to suppliers
• Survey members

77.
Expositions and Tradeshows
How do you involve exhibitors?
1. Exhibitor advisory boards
2. Member advisory group
3. Evaluations
4. Leadership walk the floor

78.
Expositions and Tradeshows
How to Increase ROI
1. Lead retrieval
2. Networking tools
3. Online appointments
4. Virtual exhibits
5. Attendance building
6. Electronic signage

79.
Expositions and Tradeshows

80.
Expositions and Tradeshows
Design Enhancements
• Feature areas
• Gathering places
• Association services
• Creative food & beverage
• Consolidated show hours

81.
IGNITE EXPO 2012/JUNE 12-13th, 2012
Direct Energy Centre, Toronto

82.
IGNITE EXPO 2012/JUNE 12-13th, 2012
Direct Energy Centre, Toronto

83.
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?

84.
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?

85.
International Meetings
A New Opportunity for Associations
• Globalisation
• Member Growth
• International Mandates
• Educational Opportunities
• Members Outreach

86.
International Meetings
What is an international
meeting?
• Within the US
• Outside the US

87.
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

88.
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

89.
International Meetings Outside the US
Site Selection
• Political and economic
• Safety and security
• Climate
• Currency
• Accessibility
• Local customs, holidays
• Local support

90.
Business Partners
• PCO/DMC
• CVBs
• Tourist boards
• Facilities/hotels
• Customs broker

91.
Financial Considerations
• Travel costs
• Currency fluctuations
• Meeting space and
service costs
• On-site staffing and
suppliers
• Shipping and customs
• Taxes

92.
Negotiations
What is negotiable?
• Meeting space?
• Hotels?
• Transportation?
• Services?
• Currencies?

93.
Programme Development
• Local committees
• Local content
• Local mealtimes
• Time zones and jet
lag

94.
Logistics
• Translation
• AV
• Shipping
• Customs
• Transportation
• Off-site venues
• Immigration and visas

95.
Communications
• Passports & visas
• Climate & weather
• Currency
• Electrical
• Destination info
• Cultural
considerations

96.
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?

97.
Session Recap
Day Two
1. Execution and
Innovation
2. Expositions and
Tradeshows
3. Business Partner
Relationships
4. International Meetings

98.
Programme Summary
• Key Points to take home
• Your Meetings
• Your Organization
• Yourself
• Next Steps

99.
A special thank you to our Strategic Partner,
The Canadian Tourism Commission and its partners:

100.
For additional programmes, please visit our
website at www.asaecenter.org
Thank you to Claire Smith
for facilitating this course!
Vice President, Sales & Marketing
Vancouver Convention Centre
604-689-8232
csmith@vancouverconventioncentre.com