Session: Convene Live: Lessons Learned from Failure Presented by: Moderator: Kelly Peacy CAE, CMP, Senior Vice President, Education & Meetings, Professional Convention Management Association Panelists: Ann Johnson , Associate Director, Programs, Professional Convention Management Association, Vicky Betzig CMP, Director, Meetings & Events, Professional Convention Management Association, Susan Katz , Director Of Corporate Events & Travel, True Value Company Date and time: Wednesday, June 26, 2013

1. Lessons Learned
from Failure
Kelly Peacy, CAE, CMP PCMA
Susan Katz,TrueValue Company
Vicky Betzig, CMP PCMA
Ann Johnson, PCMA

2. LearningObjectives
•Stop being afraid of failure and start
embracing it as a learning experience.
•Understand how to analyze your own
experiences for key takeaways.
•Incorporate this highly effective
learning model into your own
meetings.

3. Session Sponsor

4. Is incorporating failure into meetings
the new formula for success?

5. How do we stop being afraid of failure
and start embracing it?

6. Plan for the Session
Two Case Studies
Association & Corporate
Tactical & Strategic

7. Plan for the Session
Analyze the failure & share thoughts
How can this concept be used for your
events?
Share your own failure and one big
lesson learned

8. PCMA
The Show Re-Imagined Luncheon
2013 Convening Leaders, Orlando

9. PCMAThe Show Reimagined
Limited engagement w/content at least at
start
Long lines for food
Not enough seating for eating/networking
Lots of confusion

10. Group Discussion
(1)Of the list of outcomes which does
your table believe is the most
critical to address?
(2)What should we do differently next
time?

11. PCMAThe Show Reimagined
Limited engagement w/content at least at
start
Long lines for food
Not enough seating for eating/networking
Lots of confusion

12. Biggest Lessons Learned
(1)Focus on the end user experience!
(2)Lots of advance communication!

13. TrueValue Company
Branding the Experience

14. TrueValue Company Show
Branding
• Look was a radical departure
• Story developed in branding did not resonate
with retailers
• Confusion about what was where on the exhibit
floor
• Did not support the brand message
• Did not did not enhance the buying experience

15. Group Discussion
(1)Of the list of outcomes which does
your table believe is the most
critical to address?
(2)What should we do differently next
time?

16. Biggest Lesson Learned
Branding your show or meeting is about
understanding your organization’s core
mission and value.

17. Learning From Failure
How can we as an industry start to
embrace failure as a learning
experience?
How can this type of discussion be used
at other meetings?

18. It’sYourTurn!
An on the job failure that taught you a
huge a lesson?

19. Lessons Learned From Failure
February 2013 issue of Convene
Found at www.pcma.org/convene
ThankYou!