Conventional Wisdom
behind the
scenes
Michelle Russell Editor in Chief
mrussell@pcma.org
Pressing Issues Our feature stories this month focus on big changes that are coming and big changes that are needed — in our industry, the United States, and around the world. Start with our cover (and CMP Series) story on the problem with eRFPs on p. 42. Then read how medical meeting professionals are trying to wrap their heads around Obamacare (p. 57). And follow our on-site reports from the World Future Energy Summit in Abu Dhabi and the Global Young Scientists Summit in Singapore (p. 69).
On the new 80/20 split, weight-loss products, and ‘mouthwatering’ food and drink.
W
ho better to introduce our new special section, The New DMO (p. 85), than DMAI President and CEO Michael Gehrisch? But when Senior Editor Barbara Palmer asked
him how DMOs have evolved, what he had to say about the change in CVB CEOs’ responsibilities surprised me. In a DMAI study, CVB leaders said they spent 80 percent of their time on advocacy-related issues and just 20 percent on marketing and selling their destination in 2012 — a flip-flop from just a decade go, when ad- vocacy was only 20 percent of their job. That tells us that executives spend far more time promoting their CVB’s value proposition to local constituents than their destination’s features to meeting planners. And that — given how budgets are stretched tight in cit- ies across the country and everyone is fighting for their piece of the pie — a good deal of “promoting” is probably more like justifying and convincing. On the one hand, the meetings
industry continues to find itself in the hot seat, defending the value and cost of face-to-face events. On the other hand, when we factor out the government’s GSA-induced misgivings and look out- side of our own inner circle, it’s clear that many industries and professionals share the belief that conferences are the best way to learn and engage with their own communities of interest. Take Robard Corporation, for
example. A recent New York Times Mag- azine article (
convn.org/robard-conf) described this meal-replacement-prod- uct company’s unusual business model. Instead of selling its powders and shakes to dieters in drugstores, Robard restricts its sales to medical clinics. Its products don’t come cheap, but Robard offers its medical customers free services, from
8 PCMA CONVENE APRIL 2013
individualized training to an annual conference on developments in weight- loss science. “In order to charge its large markup,” the article reads, “Robard needs to ensure that its research ser- vices are tremendously valuable.” And, I would add, that the best way to share that research is at a conference. Of course, sometimes the meetings
industry is guilty of shooting itself in the foot, and I think the California Small Farm Conference is one such example. (See our lead story in Plenary, on p. 15.) Given that the conference is funded by grants from the U.S. Depart- ment of Agriculture and the California Department of Food & Agriculture, and that government workers number among its attendees, organizers should have kept perception top of mind in their marketing communications. It may be clear from its website that the conference is firmly rooted in edu- cation and networking, but the descrip- tion of its three-hour Tasting Reception kick-off — an optional ticketed event
— set The Wall Street Journal editorial board’s teeth on edge: a “mouthwater- ing event” featuring “fine wines and exceptional microbrews paired with seasonally driven culinary delicacies.” Yes, too over the top for today’s
climate — and yet, how ironic that a conference on growing good food and drink should think it wise to downplay the best way to experience them.
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PCMA.ORG
PHOTOGRAPH BY JACOB SLATON
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