ASAE's Springtime Expo '15 — The premier meetings industry event

Connect with your Industry Peers to Advance your Meetings

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Learning Labs
Thursday, April 9
8:45–9:45 a.m.

Because One Size Doesn't Fit All - Integrating a Personalized Marketing Program into Your Next Campaign

(Room 140A)

While developments in technology are helping to facilitate a more personalized marketing approach, savvy event organizers and meeting planners are augmenting these efforts with attendee “sales” initiatives. Hear how we have experienced success with these tactics, especially when quality is more important than quantity. We will be sharing case studies and lessons learned with session participants, as well as strategies and tactics for successfully retaining attendees, growing an audience, and attracting high-caliber event attendees through a personalized “sales” approach. From hiring and building the right customer relations team to setting measurable objectives, identifying partners, building lists, and measuring results, participants will get at least five innovative ideas for developing a personalized marketing approach for meetings and events.

Shauna Peters, Account Strategist, Marketing Design Group
Kimberly Coerr, VIP Program Coordinator, Marketing Design Group

Contracts and Negotiations: What You Don't Pay Attention To - But Should

(Room 143AB)

This session addresses those things that you thought were just normal—the boilerplate. Have you really thought about some of the things that you have signed off on or have you failed to negotiate and then later found yourself trapped? Who are you really doing business with? Do you know who the owner of the property is, or the vendor? This session will help you ask the right questions and get the answers you need to know before you put ink on the page. Join Jonathan T. Howe as he helps you work your way through the maze of today’s contracts. The reason contracts are longer, he says, is that they are based upon bad experiences. Eliminating those bad experiences may help get to a good contract.

Jonathan T. Howe, Esq., President, Howe & Hutton

Experience-Sharing as a Common Language: Achieving a Competitive Edge

(Room 143C) 

As meeting and event industry professionals, we often draw on a variety of experiences to help us deliver timely and expected results to key stakeholders. When we share, we find commonalities, and these commonalities help lay the foundation for key relationships. From nurturing a new partnership to signing a major contract or negotiating with a keynote speaker, effective experience-sharing can be a critical component in giving a meeting professional the competitive advantage. Effective experience-sharing can result in clearer communication, better alignment, and help set and manage expectations. Actively using this technique to form a common language between you and key stakeholders will give you a competitive edge and advance your career.

Scott Wilson, PMP, Chapter Learning Director, Entrepreneurs’ Organization
Leslie Baum, Director of Global Learning, Entrepreneurs’ Organization

Mobile Technology and Meetings: From Event Apps to Wearable Tech

(Room 149AB)

No longer tethered to desktops—or even laptops— people communicate, learn, and build relationships through mobile technology. This session will highlight the latest and greatest in mobile technology for events, from event-specific apps to augmented reality to games to wearable technology like the Apple Watch. Did you know that you can turn your smartphone into a portable mic? Have you heard of beacons and know how to leverage this new technology? Sure to bring a lot of ooo’s and ahhh’s, this session showcases the cutting and bleeding edge of event technology.

Jessica L. Levin, MBA, CMP, CAE, President and Chief Connector, Seven Degrees Communications, LLC

Proving the Return on Investment (ROI) for your Meeting

(Room 159AB)

Today’s meeting and event professionals and their organizations are having to provide more Return On Investment to their attendees, exhibitors, and sponsors. We have all struggled with this challenge in our own way but have never had a tool to help define and determine ROI. The ASAE Meetings & Expositions Section Council has done just that! They created two tools to help attendees, exhibitors, and sponsors understand the true ROI of your meeting. Now you can help your key stakeholders determine the value of your meeting and justify their participation both pre- and post-meeting. Come hear from your M&E peers who created these documents for you to begin using at your own meetings. They will share insights into the creation of these tools and walk you through how to best utilize them in your own meetings.

Chris Dinegar, CMP, Director of Educational Programs, Alliance for Academic Internal Medicine
Jen Howie, National Account Director, Universal Orlando Resort
Earla Jones, MS, CMP, Director, Annual Meeting, National Association of College & University Business Officers

The Science and Art of Selling: The Building Blocks of Professional Sales

(Room 140B) 

This session will help you and members of your team sell anything to anyone—booths, sponsorship, or ideas! Selling is a combination of science and art. The science has to do with employing a researchand process-oriented approach. The art has to do with seller technique and style. The best salespeople find a good balance between the two to perform at higher levels with greater consistency. Discover the building blocks of professional selling, and leave with a better understanding of selling in the hospitality, meeting, and event sector. You will walk away from this session understanding the role of the sales process, discovering the clear sequence you need to follow in order to drive revenues, and having learned tools for effective solicitation.

John S. Parke, President and CEO, Leadership Synergies, LLC

Walk in Their Shoes—Meeting Redesign from the Attendee Perspective

(Room 156) 

Before beginning the meeting redesign process, it is crucial to understand the needs and priorities of your audience, in fact all of your audiences. Many of you make incremental changes to your meetings each year, but are you really basing them on facts? Are you looking at the whole meeting experience, from prearrival through post-meeting? The decision to invest time and resources to change has to be thoughtful and based on a solid understanding of what drives value for your prospective attendees. This session will detail a research method that will help you gather the most important needs from a variety of different attendee segments to ensure you design experiences that matter.

John Folks, President, Minding Your Business, Inc
Katie Callahan-Giobbi, EVP, Minding Your Business, Inc

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