Disruptive forces are significantly reshaping the world of work and the meetings industry. Some of these changes have been brewing for a decade or more. The recession exacerbated their influence and speeded up their effects. Companies that survived the downturn need to shift their focus to surviving the upturn. We are not ever going to get back to normal. A new way of business is emerging for everyone, everywhere.

1. Tides Of Change The Trends Disrupting The Meetings Industry

3. 1) Identify four new consumer behaviors shaped by recession. 3

4. 2) Discuss trends disrupting the meetings industry. 4

5. We devote our intelligences to anticipating what average opinion expects the average opinion to be. John Maynard Keynes, 1936

6. Absence Of Good Economic Models Rely on Opinions Guesstimates Crowds

7. More Regulation, A Weaker Consumer higher rates of unemployment, years before housing prices get back to old highs, a weaker dollar, more government debt, more taxes, a little deflation, then a lot more inflation and an end to U.S. global economic downturn… ~ Don Reynolds, Economist, 21st Century Forecasting Welcome To The New Normal

8. 4 New Consumer/Attendee Types Great Recession Shaped New behaviors Adoption of New Normal Decitica Research

9. Research showed new lens on how consumers internalized their recession experience

11. 6 in 10 women

12. Fewer Gen X & Gen Y

13. Already considered tightwads

15. 6 in 10 women

16. Primarily Gen X

17. Forced frugality

19. 6 in 10 men

20. Over represented by people in 60s

21. 1/3 HHI > $75K

23. Slightly more women than men

24. Gen Y

25. Indifferent

27. 1 in 5 U.S. Meeting Professionals doubt economy in recovery

28. CEIR Index For Exhibits Down For nine straight quarters

29. Struggling Economic Growth 55 % Consumer Optimism Economy Improves Next Year

30. Struggling Economic Growth 9.6 % Unemployment*

31. *Not Included 8.9 Million Part-Time 6.2 Million Jobless 27 wks or > 2.4 Million not in labor force 1.1 Million discouraged workforce 1.3 Million did not search for job

32. Americans Saving More 6% Income Spending Less

33. Fragile Economy

34. 18 more months Economic Turmoil Double Dip Recession 4th Quarter 2011 USA 1st & 2nd Quarter 2011 Europe & Asia Roger Martin-Fagg , Global Event Summit, London, 9/2010

35. 41 Million Minutes Spent on Facebook More than Google August 2010

36. 10 New Normals The impact of the new normal on meeting and event professionals Tides Of Change Impact of New Normal On Meetings Industry

37. Four Major Waves Tides Of Change On Meetings Industry

38. Four Major Waves 1. Buyer & Seller Changes

39. Four Major Waves 1. Buyer & Seller Changes 2. Biz Model Disruptors

40. Four Major Waves 1. Buyer & Seller Changes 2. Biz Model Disruptors 3. Programming Pressures

41. Four Major Waves 1. Buyer & Seller Changes 2. Biz Model Disruptors 3. Programming Pressures 4. Attendee Expectations

42. Wave #1 Buyer & Seller Changes

43. 1. Buyers Market On an inflation-adjusted basis ... it’s going to probably take eight to ten years to get hotel room rates back to where they were in 2007. Mark Lomanno, President Smith Travel Research

44. Price Integrity Rate Transparency Less Brand loyalty 1. Buyers Market Trust!

45. Trust is differentiator 2. Move from Transactions to Relationships

46. 2a. Relationship Sales: Hotel 2.0 Online footprint Social mediainteractions There B4 the Sale Geo-location

47. 2b. Relationship Sales: Social CRM Process to monitor, engage & manage conversations &relationships with existing & prospective customers & influencers across the Internet, social networks & digital channels. ~ Mark Walsh

48. 3. Reg List Lures

49. 4. Buyers Still Stung by Extravagant Label Optimism up. Budgets not. Incentive Research Foundation Pulse Survey Report, 8/2010

50. 5. More For Less New Frugality New Competitive Set Buy up, not down Packages

51. 6. Group Biz Commoditized RFP Overload Grids Selling brass & glass More small biz

52. 7. Billboard Effect Expedia/Cvent

53. 8. Push To Pull

54. Small Group Discussion What struck most about buyers & seller changes? 42

55. Wave #2 Business Model Disruptors

56. 9. Creative Destruction Innovation New ways to create value Drive out old

57. 10. Rise Of Free Increased pressure to create value

58. 11. Self-Organized Communities

59. 12. 2011 Hotel & Airfare Rates Rise

60. 13. No Longer Serves Us

61. 14. Shorter Lead Times

62. 15. Procurement Depts Taking Over Incentive Travel Incentive Research Foundation Pulse Survey Report, 8/2010

63. SMM 16. Smarter Buyers

64. 17. C-Suite more involved in decisions about conferences & travel

65. 18. Increased Demand ROI & ROO

66. 19. Successful Shows Continue To Grow At expense of weaker shows

67. 19a. Successful Shows See Growth Reputation for best Ed, Networking Quality, Buyers Innovation Focus on programming

68. 20. Exhibit Revenue Mix Changes Traditional 85% booth, 15% sponsorship Less booth, more sponsorship

69. 21. Current Exhibit Biz Model Not likely sustainable. ~ Doug Ducate CEIR President & CEO

70. Small Group Discussion Which biz disruptors are impacting you? 58

71. Wave #3 Programming Pressures

72. 21. Increased Pressure Programming Networking New Products

73. 22. Speakers With Substance In Motivational out unless Programming packed with relevance

74. 23. Extending The Reach Technology infrastructure Helping your customers reach their customers beyond four walls of venue

75. 24. Untraditional Room Setups

76. 25. Your Conference Seen As Connections Conduit For

77. 26. Three Audience Types To Plan For Novices: 1-5 yrs Mature: 6-10 yrs Experienced: 11 yrs >

78. 27. Education Vs. Information Is your programming Information Dumps Interactive Learning

79. 28. Active Learning 67 when the learner is involved in more than just listening to alecture.

80. Small Group Discussion How will new programming pressures impact you? 68

81. Wave #4 Attendee Expectations

82. 29. Online Content & Communities Threat or Opportunity

83. 30. Monologues To DialoguesTo Polylogues

84. 31. Participatory Culture

85. 32. More Adult White Space

86. 33. Problem Centric Not Content Centric

87. 34. One Size Fits All Out Mass Customization

88. 35. Attendee Expectation Free Wi-Fi

89. 36. On-Demand & Mobile Access

90. 37. Green Continues To Drive Decisions

91. 38. Attracting Younger Audiences

92. 1) Identify four new consumer behaviors shaped by recession. 80

93. Steadfast Frugalists Involuntary Penny Pinchers Pragmatic Spenders Apathetic Materialists

94. 2) Discuss trends disrupting the meetings industry. 82

95. Four Major Waves 1. Buyer & Seller Changes 2. Biz Model Disruptors 3. Programming Pressures 4. Attendee Expectations

96. To expect a normal recovery cycle, whether it is corporate profits or lending or consumer spending or capital investment, or pick the category—increased meeting attendance, or association growth, or… is just notreasonable.~ Don Reynolds, Economist 21st Century Forecasting

97. Planning Meetings & Events… Not A Piece Of Cake 85

98. Adult Ed & Meetings 86

99. Thank You

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101. 89 jhurt@velvetchainsaw.com velvetchainsaw.com @JeffHurt