Trends in the meeting’s world…
• Setting yourself apart can make all the difference • Tips and tools for savvy meeting planners
Shadia Cook, a veteran of the hospitality industry, is experienced in coordinating conferences with corporate, government and association meeting professionals.
Editor@MidwestMeetings.com.
W
hile the world is trying to make it to the other side of the economic meltdown, the meetings industry is also fi nding
its way to a new normalcy. Companies and associations remain focused on creating value,
but as a result of budget restraints, many meetings and events have been canceled, downsized or confi gured to online formats. Between technological advancements and industry ingenuity, the one constant in the industry is change. Here are a few trends we’ve spotted.
Technology
Technology continues to set apart meeting professionals from
one another. Being up-to-date with the latest trends can save planners both time and money. For example, Lisa McNorton, Se- nior Account Executive at the Hospitality Performance Network, explains her experiences. “I am partnering with a new start-up company whose presentation technology will greatly enable com- panies and groups to regionalize and broadcast or stream their content for dimes on the dollar in comparison to current costs… Numerous groups have scaled down their main meeting atten- dance to have the content then dispersed online.” In addition, text messages are becoming more of a direct mar-
keting tool. By providing a cell phone number, companies and groups are sending specifi c, targeted messages to customers. Whether it’s a booth giveaway, breaking news or a change to your meeting schedule, expect to see more texts and mobile alerts in the future. A word of caution, be careful who you give your num- ber to.
Social Media
In a previous column we did an overview on social media and
its impact on the meetings industry. At that time many people I talked with had just joined or were planning on joining Face- book®
, LinkedIn® and Twitter™, just to name a few. Since then,
it’s hard to fi nd someone not using social media, both personally and professionally. This trend will continue to be a driving force
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behind communication and networking.
Online forums
In addition to the more popular social media sites, there are
several meeting industry groups that continue to gain momentum. The Meetings Community (MeCo) is an online Google™ group made by and for meeting professionals. Their established rules pro- hibit sales and marketing. This site is monitored by individuals to make sure the organization maintains its integrity. It is a great platform for meeting professionals, where they can ask questions and share experiences in a safe and fostering environment. PlannerMix, a global community for meeting and event profes-
sionals, provides a wide array of resources on its site. Like MeCo, this interactive site offers a variety of information, conversations and tools. It provides information about job openings, trends, news, statistics, events, industry links, resources and more.
Outsourcing
With the recent increase in layoffs and the subsequent downsiz-
ing, companies and groups have a need for experts on the outside. This is providing opportunities for third parties and freelancers. Experts can provide everything from marketing, return on invest- ment (ROI), logistical and travel needs. These professionals are in a great position to establish new relationships as well as foster and grow existing ones. By outsourcing, groups are able to save money they would otherwise spend on costs such as salary, health insur- ance and benefi ts for permanent staff.
Strategic Partnerships
It’s more important than ever to focus on creating and strength- ening strategic partnerships. Looking at the big picture is vital for all parties involved. Sup-
pliers and planners are both dependent on each other for success. Success requires businesses to view one another as partners. Creat- ing and maintaining open, honest and ongoing communication is key. By understanding your customers’ and vendors’ missions and goals, partners can create situations that benefi t everyone.
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