(un)Conventional

a winning investment

I don't know about yours, but my 401K has taken a beating over the last year. I'm finally starting to dig out of the financial hole, but as an investment, it's been a losing one. I know, we're cycling out of it...patience.

Well, in the meantime, I have a better investment tip...for $665, you can make a important investment in your future - your career and your professional network - and maybe have a little fun as well (and I, for one, could use a few more laughs in MY day!). The PCMA Annual Meeting, January 10-13 in Dallas will be the best investment you make in yourself this year. Why? Well, the business landscape is changing rapidly, and we all need new and better tools to be successful at our jobs. You'll get fresh ideas, best practices and insights on where our industry is heading...and how to better prepare and succeed.

There is no better source for industry education or meaningful contacts than this meeting...over 70 educational sessions on marketing & audience acquisition, international meetings, measuring outcomes & ROI, legal issues & PhRMA guidelines, SMMP & budget management, technology & social media workshops and a host of other relevant topics. The keynote speakers include several inspiring leaders, including Malcolm Gladwell, author of Blink and the Tipping Point, and someone I'm really looking forward to hearing. 

Check it out, here's a link to the program: http://www.pcma2010.org/education

Budget a concern? There are lots of economical ways to participate and attend - planner scholarships, bulk registration fees, using your Starpoints as well as flexible payment plans. Here's a link to these program details: http://www.pcma2010.org/registration-savings-options

So, if you want to get a jump on what to expect in 2010, and be better prepared for what’s coming, make this investment. It will reap you huge dividends, and probably more than your 401K!

How much is the right message worth?

As you prepare your future meeting marketing plans, I’m sure you’re not looking back at last year’s collateral and just changing the dates… But what steps are you taking to mold your message to your audience community? Do you clearly understand why people are members of your community and what will motivate them to attend your meeting? And then using those insights to craft your marketing messages?

If not, here’s an interesting example I want to share with you. (Now, you may think this example is totally off topic and irrelevant to your challenges, but stay with me.)

Australia’s George Patterson Y&R decided they'd prove what a little creativity can do. So they created the Wicked Sick Project; they bought an ordinary used BMX bike on eBay, applied a little creativity and sold it for a 500% profit. BECAUSE they understood their audience.

Watch the You Tube video here: YouTube - Ebay wicked sick BMX

George Patterson Y&R success is grounded in their understanding that BMX owner’s have a community culture. They tapped into mindset of a BMX owner and how they see themselves and the creativity flowed from there... From the way they described the bike, to the way it was going to make the new owner feel by possessing this awesome, very used bike (rust and all).

The lesson here for us in the meetings industry is that we need to understand the mindset, culture and passion of our potential audiences - what motives and inspires them to be a part of your unique (meeting) community. Whether it’s orthodontist or hardware store owners or IT professionals, they all have passions. Tapping into that passion is what will make your marketing message resonate, amplify your audience relationship and drive your desired results.

I dare you to try it. And then share your results.

co-location jubilation

Ok, "jubilation" may be a bit overstated, but the recent co-location of PCMA's International Summit with the ASAE Annual Convention was a great success. And, it was a success not only for PCMA and ASAE, but it was a success for Toronto, which hosted both events.

In addition to senior level planners, PCMA was able to attract association CEOs and Executive Directors to the Summit, providing an an interesting and valuable perspective to the day's discussions. Many were motivated to participate because of the ASAE tie-in.

ASAE benefited because there were 75 planners and 25 International supplier partners who stayed on to attend ASAE, that would not have. I was one of them, and found great value in attending ASAE. So much so, that even though I haven't attended that meeting in about 14 years, I'm budgeting for it next year.

And, our great host Toronto, was able to further leverage all the great hospitality, spectacular events and local attention. They had the opportunity to expose 100 more future customers and evangelists to the impressive facilities, great restaurants, vibrant neighborhoods and best of all, welcoming Torontonians. 

I have no doubt, that all parties were pleased with the outcome. But, more importantly, the attendees to the International Summit appreciated getting more for less - MORE education and networking opportunities for less TIME...it's often a more important consideration than money. This is where 1+1=4...so, maybe "jubilation" isn't strong enough?   

let's dance

Do you remember that first school dance? Scarey. Awkward. Exciting. The school gym is transformed with crepe paper. You're standing around, looking around. The DJ finally plays a good song, you muster up the courage to ask that cute guy or girl if they'd like to join you on the dance floor. They agree...hopefully. You can barely walk to the dance floor, you start to feel the music, and then, WOW, you're moving...together. Kind of. You try to tune in to the other person, they you. And this bizarre adolescent right of passage begins.

Our fractured industry is starting this awkward but necessary dance. We've started to realize that we could be stronger dancing together than alone. We can offer our members and sponsors more if we can co-locate meetings, share education and expand our collective networks. PCMA and ACTE recently went to the dance together. Both organizations were moving in sync with the music, we had so many strategic synergies. But something happened, the music stopped, and we stopped dancing. It happens, and it's happened to you and it's definitely happened to me...many times.

We can't stop asking someone to dance because the first one didn't work out. It's part of the process of finding the right fit, someone you can really move with, get in sync with. It takes time and practice. I am confident that PCMA will continue to look for dance partners, the right ones, because we know that this is the future of our industry. So, all you posers out there, get out on the dance floor! Who knows, maybe those initial awkward steps could lead to a great new friendship and a lasting relationship.  

  

going global

As we all struggle with maintaining attendance and membership, many organizations are looking outside their current stable of "usual suspects" and are reaching across the pond to find new audiences...some with great success. Not only are some of our colleagues drawing more international attendees to their North American events, but they are holding new events in international destinations. I know, some of you are thinking, WHAT IS HE SMOKING?? Isn't this sluggish economy a global issue? Aren't we going to have the same challenges attracting attendees from France and Japan that we have persuading our members from Pittsburgh and Portland??

The answer is, of course, yes. BUT, those prospective attendees (and potential members) from Korea and Brazil are also looking for new customers and great education, and your organization might provide it.

PCMA is offering to a limited number of our members the opportunity to learn more about hosting and holding international meetings on August 15. The International Summit, being held (and hosted by) Toronto will also provide you the chance to meet and learn from both your peers and experts. If your organization isn't holding international meetings yet, they will. And don't you want to be part of that discussion?

Additionally, a discounted registration is available to attend ASAE. Not a bad deal.

There are only a few places left, so here's the website for more information: http://www.pcma.org/x147.xml?events=x8987

Make an investment in your professional development. I think it'll be worth your time and money. I'll be there, and I hope to see you there too.  

A digital experience gets physical

All too frequently these days we hear about physical experiences that are replaced by digital experiences – Here’s an innovative reversal of circumstances at the current Tour de France.

Lance Armstrong returns to the Tour de France this year, and this time he's brought along a robot. Portland’s Wieden + Kennedy, Nike, and Armstrong's foundation for people affected by cancer, Livestrong, have created a robot that lets people from anywhere in the world chalk messages of inspiration, hope and encouragement directly on the course of the French bicycle race.

Users can submit messages via text message, the campaign website, online banners or Twitter for the chance to be printed on the Tour roads by a street-painting robot, Chalkbot.

Once submitted, messages are queued and reviewed and up to 100,000 will be inscribed on the roads that make up the course. Approved messages are sent to the Chalkbot, a giant dot-matrix printer on wheels. Chalkbot sprays a liquid chalk mixture onto pieces of road about eight hours ahead of the Tour bikers. The person who originally submitted the message will then receive a link to a robot-captured photo of the chalk design along with its GPS coordinates as a record of their words in the physical world.

Program creators were interested in making a digital experience a physical one as well, something that exists out in the world that talks both ways. Adam Heathcott, of  Wieden + Kennedy says. "We started looking at the different things that exist out in the world for the Tour de France. One of the things we came across that's already being utilized by local Livestrong chapters was chalk. Historically in the races they've done chalking on the roads: messages of support for their favorite rider, hi Mom, whatever."

"Livestrong is an organization that doesn't just exist on a web forum," he adds." It's people that go out and do things to make change in our world, how we feel about cancer and how we go about getting it eradicated. They're out in the world, so making an experience out in the world, instead of one in their cubicle, speaks to people more directly. This campaign invites people from all over, people who can't normally participate in the Tour de France because it's too far away or because they can't afford to travel, to play a part in cancer awareness."

This campaign uniquely demonstrates that value Nike & Livestrong place on integrating both physical experience with the digital experience – Sure does make me wish I was on vacation in France this week vs. Michigan so I could experience this in person. 

If you want to see more about the genesis of Chalkbot and this cool project click here:

http://www.youtube.com/watch?v=5Jb-KT4r6NY

rock star role models

U2 launched their 360˚ world tour last night in Barcelona, and proved that the meetings industry could learn a thing or two from the rock stars. While the YouTube clips of the show are phenomenal, the real star of the show is the massive 360˚ stage designed by Hoberman Associates; Innovative Designs, which specializes in stage architecture.  

The new U2 stage features a massive video centerpiece display made of 888 individual tiny LED screens suspended from a massive claw. It's seven stories tall, covers 3,800 square feet and weighs 60 tons. But it moves nonetheless, changing shape during the performance as it envelops the band. The stage has no front or back. Nor does it have the stacks of amplifiers; instead, the speakers are embedded in the claw’s four legs. As you would expect from U2, it’s something never seen or tried before.

While few of us (if any!) have U2 type budgets, this definitely provides some creative juice for us to think differently about our event production and audience engagement.

If you want to drop in on last night’s concert and see the stage (and Bono) up close and personal, check it out on YouTube: http://www.youtube.com/watch?v=FLaLeUaAh-M

a strategic alliance to add value

Last Thursday PCMA and ACTE announced the pursuit of a Strategic Alliance. Sue Pelletier, the well known MeetingsNet Web editor, immediately tweets "Thoughts on the PCMA-ACTE strategic alliance? Not sure what to make of it".

Here are a few thoughts on what to make of it:

Today, planners of both business travel and meetings are being charged to do more with less and to look for synergies within their organization to accomplish this charge. PCMA and ACTE have long been regarded as the organizations who serve the top tier leaders of their respective industries. We’re both known for our superior education and our dedication to equally value both our professionals and suppliers. In today’s new normal, Travel Purchasers now have meetings as part of their portfolio and Meetings Directors are managing travel – BANG! Synergy. Many professionals in our industry are moving from corporate to association jobs or vice versa (our own Chair-elect Kati Quigley, for one) - BANG! Synergy.

This strategic alliance will enhance both our memberships with cross-educational opportunities, the sharing of best practices and exponentially increase our much need voice for advocacy. Members of both organizations will reap the added value and benefits of an expanded professional network, special joint-member rates and co-located event opportunities.

Almost half of ACTE members are non-US, providing a knowledgeable and extensive resource for PCMA members who are responsible for a growing number of international meetings.

For our sponsors and partners, that are also being asked to do more with less, we are extending their reach into new markets and leveraging the convergence of travel and Strategic Meeting Management. They will now have co-branding opportunities, deeper domestic and international penetration and more value for their dollars and resources.

Today’s new normal is Big and Bold, minus the ego. To be successful, organizations must now gather their best minds to collaborate and focus on being solution providers with BIG IDEAS and BOLD INITIATIVES that will ultimately move their business forward. This is what PCMA and ACTE have done, moved their business forward for their members. For me it’s all very exciting - to see change realized and new ideas implemented... Refusing to standing still... Pushing ourselves and our organizations. The new normal is our very bright future together.

Our collaboration of practices and ideas will make both our organizations stronger and I know you have ideas on how to maximize this strategic alliance – Here’s your opportunity to contribute, let me hear your ideas to further our alliance.

technology that you cannes use

How long has it been since you saw a new piece of meeting technology that just blew you away? Take a look at Schematics’ Interactive Wall debuting at the 2009 Cannes Advertising Festival.

Loaded with maps, schedules and social networking software; the 12-foot by 5-foot display  “wall” is multi-touch, so that many people could interact with the wall at once. But the coolest part is the built-in RFID, which allows convention-goers to simply flash a badge, and have the touchwall recognize exactly who they are, where they've been, provide their festival schedule, 3D venue maps and information on local attractions using only their hands. With the touchwall's social networking capabilities, attendees can also set up meetings and swap contact details via email.

 

If you aren't in France this week here's the next best thing:

http://www.youtube.com/watch?v=787L-NokWC4

 

Leadership Austin Style (part 2)

After a killer Monday night dinner-ception hosted by the Hilton Austin, we were “pedi-cabbed” to Cedar Street Courtyard, an outdoor club in the warehouse district – proving over and over that Austin is the best live music city in the world. Tuesday morning came quickly.

Nicholas Boothman is an interesting guy. He was a fashion photographer for quite a number of years and then turned his lens to study how people make connections. Nick walked us through the ‘How to Connect in Business in 90 Seconds or Less’. With all the industry events I attend, my biggest take away was what he framed ‘5 Steps to get people to like you’. Now as cheesy as that sounds, it was about how to enter a room and immediately connecting with the people there.

    Step 1: Look great – From your dress to your smile

    Step 2: Always go for the middle of the room

    Step 3: Move slowly – Sexy so to speak…

    Step 4: Speak to someone in 3 seconds

    Step 5: Make a statement, followed by a question

Common sense advice, but it was good to hear him reinforce how to make the most of the many networking opportunities we have in our industry.

Jason Jennings was the closing keynote speaker and as a follower of his business books and research I was anxious to hear his topic, ‘The Five Secrets of the World’s Best Performing Leaders and Companies. (Yes, there seemed to be a trend with the number FIVE at this conference.)

So what are those five secrets?

1.       Great Leaders drive a stake in the ground and for a higher Purpose

2.       Great Leaders Let Go.

3.       Great Leaders are real Solution Providers

4.       Great Leaders make certain everyone knows the Strategy

5.       Great Leaders don’t see themselves as leaders, they are Stewards.

This last secret was my nugget. As leaders in our organization I know we all try to be Stewards, but Jason laid a checklist for us to test ourselves against:    

• •     Choose service over short term interest

  •          Abandon power over to others

  •          Preserving all resources

  •          Share information

  •          Be accessible

  •          Keep your hands dirty

  •          Stand for something

  •          Get rid of superficial distinctions

  •          Make it better

  •          Be a coach and mentor

  •          Know you are called to serve others

How well do you score? I’ve taped up this list on my wall to remind me every day of these important attributes of leadership.

With the support of Strategic Partner, PSAV/Presentation Services, we broadcast Jason’s presentation live to chapters in Seattle and St Louis, extending our education reach to over 400 members. And it was interactive. We were also provided useful information on the “how-tos” for our own meetings, important because we are all being asked to look at new ways to reach our members, customers and audiences.

For those of you who joined me in Austin, I hope you went home inspired, energized and with some new ideas. For those of you who didn’t, I hope I whetted your appetite, so that you won’t miss it next year.