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Rohit Talwar-Convention 2020 - Future of Corporate and Association Events- Imex 22 05 12
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Rohit Talwar-Convention 2020 - Future of Corporate and Association Events- Imex 22 05 12



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  • 1. The Future of Corporate and Association Events IMEX Frankfurt - May 22nd 2012 Rohit Talwar CEO – Fast Future rohit@fastfuture.comwww.fastfuture.com www.convention-2020.com
  • 2. Contents• Presentation p. 3• About Fast Future p. 28• Image Sources p. 38
  • 3. Convention 2020• Global strategic foresight study to help the meetings industry prepare for the decade ahead - Industry-wide sponsors• Outside-in focus• Multiple outputs Nov 2009 – December 2011
  • 4. Organisations Need to Work on 3 Horizons in Parallel1-12 Months 1-3 Years 3-10 YearsOperational Drive for CreatingExcellence Growth the Future
  • 5. ‘Future Proofed’ Organisations Work on 3 Horizons in Parallel1-12 Months 1-3 Years 4-10+ YearsOperational Drive for CreatingExcellence Growth the Future
  • 6. The World in 2020
  • 7. The Survey FocusDesign Delegate Learning andDrivers Experience Knowledge
  • 8. To help ensure focused outcomes, corporate and association meetingswill increasingly design their events around a few central topics with all programme elements tightly integrated to these core themes. (213 respondents) 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Disagree Strongly Agree Disagree
  • 9. What key delegate expectations will drive event strategies? (8 options) Rising participant expectations – learning, experience, facilities and comfort Pressure to deliver tangible ROI, immediate results and take aways Strong integration of social media and inter-linking with external audiences
  • 10. What key strategic priorities do you expect for corporate and association event owners over the next 1-3 years? (11) Cost reduction Clear measurement of ROI Shortened planning and execution cycles Greater use of Hybrid /Virtual
  • 11. What innovations do you most expect to see in business events over the next decade? (8 options)Use of events to build Extensive value-adding Co-location of eventsextended communities pre-event engagement with attendees
  • 12. What key features do you expect to see in the design of corporate events over the next decade? (11 options) “Relationship building" with Change Behaviour / Culture external participantsAccelerated learning / Complex Problems Serve multiple roles
  • 13. What major trends do you expect to see in the evolution ofassociation strategies for managing their event portfolios over the next decade? (11 options) Partnering w/ online communities Merger of events Greater selectivity on events Use events to capture innovation
  • 14. What key developments do you expect to see in the wayassociations plan and manage individual events? (9 options) Focus on developing new pricing models and revenue streams Revamping of trade shows to become solution fairs and learning zones Better profiling and targeting of attendees e.g. addressing demographic blind spots
  • 15. Associations will positively encourage member groups to form and runevents under their brand - providing administrative support and taking a share of revenue. (210 respondents) 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree
  • 16. To survive in the face of intense competition, large association events will increasingly seek to become key "industry happenings" - providing new information, innovation, learning and experiences and creating an atmosphere where people want to be (210 respondents) 60% 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree
  • 17. Associations will increasingly look to broaden their portfolio by partnering with other suppliers who offer research, e-content,conferences, webinars, virtual events and online communities that directly compete for member attention (209 respondents). 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Disagree Strongly Agree Disagree
  • 18. In the face of economic uncertainty, what strategies do youexpect corporate and association event owners to adopt to drive down costs? (14 options) Closing unprofitable meetings Running shorter events Merging of events Choosing cheaper host destinations
  • 19. What key revenue generating options do you believeassociations are most likely to adopt? (15 options) Packaging and resale of wider Video capturing content for event content resale Demanding greater financial Launch events specifically support from host cities/venues designed for resale
  • 20. Which of the following do you expect to become increasingly important factors in the design and delivery of business events? (13 options)Clear link between event design and goals Support for social media activity Formats encourage open/deep dialogue More experimentation with hybrid/virtual
  • 21. Which of the following do you expect to become increasinglyimportant features of the delegate experience? (10 options)Genuine dialogue between Personalization - wider Participant rich - formats to speakers and delegates choice of topics and support and encourage session formats participation and social learning during conference sessions
  • 22. What key roles do you see social media playing in the management and delivery events over the next decade? (13 options) Improve event marketing, Increase delegate engagement before, targeting and communications during and after the eventEnable instant feedback on sessions Online co-creation of events
  • 23. The use of social media will rise rapidly in the next few years and thendecline over time – with the emphasis shifting to full engagement in thelive experience as a pleasant diversion from the increasing technology dependence of our everyday lives (203 respondents) 60% 50% 40% 30% 20% 10% 0% Strongly Agree Disagree Strongly Agree Disagree
  • 24. What key technology developments do you expect to see in business events over the next decade? (12 options) Affordable or free Wi-Fi Use of mobile ‘apps’ for networking Online conference communities Telepresence links to remote audiences
  • 25. Knowledge management – Over the next decade, what strategies do you expect business events to adopt to maximise knowledge exchange, creation and capture? (11 options) Knowledge portals to capture Use of events to create new content generated knowledge networks Detailed briefing of speakers Tools to access to (un)structured data
  • 26. The smart phone / tablet and its successors will become the main interaction point at events – enabling activities such as program guides, knowledge and contact exchange, download of presentations anddocuments, debate and dialogue, delegate interaction, audience response and voting, speaker feedback and special interest group co-ordination (202 respondents). 50% 40% 30% 20% 10% 0% Strongly Agree Disagree Strongly Agree Disagree
  • 27. Conclusions Where are the Opportunities?• Foresight and Insight• Learning• Knowledge Leverage• Value Assessment• Experimentation
  • 28. About Fast Future
  • 29. Fast Future – Travel and Meetings Industry Services• Live Events - Speeches, briefings and workshops for executive management and boards of hotels, airlines, airports, venues, CVB’s and associations• Future Insights - Customised research on emerging trends, future scenarios, technologies and new markets• Immersion - ‘Deep dives’ on future trends, market developments, emerging issues and technology advances• Strategy - Development of strategies and business plans• Innovation - Creation of business models and innovation plans• Engagement - Consultancy and workshop facilitation
  • 30. Fast Future• Research, consulting, speaking, leadership• 5-20 year horizon - focus on ideas, developments, people, trends and forces shaping the future• Clients – ING, ABN Amro, Laing O’Rourke – Marks and Spencer – Airports - Aeroports de Paris / Schiphol Group – Vancouver Airport Services – Industry Associations – ICCA, ASAE, PCMA, MPI – Corporates - GE, Nokia, Pepsi, IBM, Intel, Orange, O2, Siemens, Samsung, GSK, SAPE&Y, KPMG, Amadeus, Sabre, Travelport, Travelex, ING, Santander, Barclays, Citibank, DeutscheBank – Governments - Dubai, Finland, Nigeria, Singapore, UK, US – Convention Bureaus – Seoul, Sydney, London, San Francisco, Toronto, Abu Dhabi, Durban, Athens, Slovenia, Copenhagen – Convention Centres – Melbourne, Adelaide, Qatar, QEIICC – Hotels - Accor Group, Preferred, – Intercontinental – PCO’s - Congrex, Kenes
  • 31. Hotels 2020 – Objectives• Identify key drivers of change for the globally branded hotel sector over the next decade• Examine the implications for:  Hotel strategy  Brand portfolio  Business models  Customer targeting  Innovation
  • 32. Convention 2020• Global strategic foresight study to help the meetings industry prepare for the decade ahead - Industry-wide sponsors• Multiple outputs Nov 2009 – December 2011• Current studies on future strategies for venues and destinations
  • 33. Rohit Talwar• Global futurist and founder of Fast Future Research.• Award winning speaker on future insights and strategic innovation – addressing leadership audiences in 40 countries on 5 continents• Author of Designing Your Future• Profiled by UK’s Independent Newspaper as one of the Top 10 Global Future Thinkers• Led futures research, scenario planning and strategic consultancy projects for clients in telecommunications, technology, pharmaceuticals, banking, travel and tourism, environment, food and government sectors• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM, ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis, OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell, Siemens, Symbian, Yell , numerous international associations and governments agencies in the US, UK, Finland, Dubai, Nigeria, Saudi Arabia and Singapore.• To receive Fast Future’s newsletters please email rohit@fastfuture.com
  • 34. Designing Your Future Key Trends, Challenges and Choices• 50 key trends• 100 emerging trends• 10 major patterns of change• Key challenges and choices for leaders• Strategic decision making framework• Scenarios for 2012• Key futures tools and techniques• Published August 2008• Price £49.95 / €54.95/ $69.95• Email invoice request to rohit@fastfuture.com
  • 35. Our Services Bespoke research; Identification & Analysis of Future Trends, Drivers & Shocks Public Speaking, In- Company Briefings, Accelerated Scenario Seminars and Planning, Timelining & Workshops Future MappingPersonal Futuring forLeaders and Leadership Expert Consultations &Teams Futures Think Tanks Identification of Design & Facilitation of Opportunities for Innovation, Incubation Innovation and Strategic & Venturing Strategy Creation & Investment Programmes Development of Implementation Roadmaps
  • 36. Example Projects• Public and private client research e.g. : – Development of Market Scenarios, emerging trends and strategies for key clients – Government and OECD Scenario Projects – e.g. Migration 2030, Future of Narcotics, Chemical Sector, Family 2030 – Scenarios for the global economy for 2030 and the implications for migration – Designing Your Future (Published August 2008) – book written for the American Society of Association Executives & The Center for Association Leadership – Global Economies – e.g. The Future of China – the Path to 2020 – The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers – Winning in India and China – The Future of Human Resources – Exploiting the Future Potential of Social Media in UK Small to Medium Enterprises – Convention 2020 – the Future of Business Events – Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events – One Step Beyond – Future trends and challenges for the events industry – Hotels 2020: Beyond Segmentation – Future Hotel Strategies – The Future of Travel and Tourism in the Middle East – a Vision to 2020 – Future of Travel and Tourism Investment in Saudi Arabia – Aviation and Airports e.g. Aviation 2030
  • 37. Example Clients
  • 38. Image Sources
  • 39. Images Sources p.1Page4. Left to Right 1. http://www.guy-sports.com/fun_pictures/truck_art_pepsis_lg.jpg 2. http://www.automotive-insight.net/aston-martin-cars/pics/aston%20martin.jpg 3. http://www.kgwings.com/hawkeye/hawkeye05.jpg5. Clockwise 1. http://www.etftrends.com/wp-content/uploads/2011/07/1_fullsize.jpg 2. http://blog.engglib2.upd.edu.ph/wp-content/uploads/2009/03/newsweek4.jpg 3. http://www.ft.com/cms/s/0/4b3799e6-5e04-11df-8153-00144feab49a.html#axzz1LCUOTVNv 4. Old people - http://batonrouge.myhomecareblog.com/files/2011/07/active_seniors4.jpg 5. http://www.imperial-consultants.co.uk/files/biopharmaceuticals.jpg 6. http://www.nanotechnologyinvesting.us/images/nanotechnology-480.jpg 7. http://cdn.lightgalleries.net/4bd5ec0d18599/images/Cocoon_05-2.jpg 8. http://www.lostateminor.com/wp-content/uploads/2008/04/vertical_farming_1.jpg 10. http://takemetoyourleader.com/wp-content/uploads/2010/10/010101.jpg6. http://www.wadefinancial.co.uk/wp-content/uploads/2010/06/5-Big-Questions.jpg7. http://www.pcstelcom.com/images/stored/Eye%20Scan.jpg8. Top to Bottom 1. http://www.authopublisher.com/downloads/2011/09/expectations.jpg 2. http://www.visualphotos.com/photo/2x4393669/us_dollar_bills_seen_through_magnifying_glass_maef01367.jpg 3. http://prosintraining.com/ssm/wp-content/uploads/2011/05/about_tweetnetworking_twitter1.jpeg9. Clockwise 1. http://us.123rf.com/400wm/400/400/i9370/i93701010/i9370101000158/8098760-dollar-banknote-and-measure-tape.jpg 2. http://www.supplychain.cn/attachments/wysiwyg/4/Image/cutdollarbill.jpg 3. http://blog.aveventsolutions.com/blog/news-and-tips/virtual-or-in-person-meeting-what-makes-sense-when 4. http://www.ibm.com/developerworks/i/t-ar-f-methodology_ffffff.jpg
  • 40. Images Sources p.210. Left to Right 1. http://iamuphere.com/wp-content/uploads/2010/02/photo-online_community.jpg 2. http://mastersincommunication.org/wp-content/uploads/communication-skills.jpg 3. http://www.funnyhub.com/content_images/5855_2928_toys-r-us-and-hooters.jpg11. Clockwise 1. http://rachellemiller.files.wordpress.com/2011/06/relationship_building_med.jpg 2. http://www.learn-spanish-with-ease.com/image-files/accelerated-learning.jpg 3. http://www.papermasters.com/images/corporate-culture-innovation.jpg 4. http://4.bp.blogspot.com/-oz-bbiP7DkA/TfkAINMjyEI/AAAAAAAABag/glAQJpzTUe0/s1600/Multiple-Hats1-296x300.jpg12. Clockwise 1. http://www.mergersolutions.com/merger_flash_link.jpg 2. http://www.genyvoodoo.com/uploaded_images/online_communities_merged-762288.jpg 3. http://dgdwblog.files.wordpress.com/2011/02/dgdw_innovation.jpg 4. http://www.hawaiibusinessonline.com/wp-content/themes/directorypress/thumbs/standout.jpg?&w=15013. Top to Bottom 1. http://goodvibeblog.com/wp-content/uploads/2010/06/revenue-streams.jpg 2. http://liveinvictory.org/wp-content/uploads/2010/11/solutions.jpg 3. http://linkbuilding.net/files/2010/11/geo-targeting.jpg14. http://www.leaderssociety.org/storage/Pros20and20Cons20of20Franchising.jpg?__SQUARESPACE_CACHEVERSION=12 6828079061415. http://www.2spare.com/_media/imgs/articles/a127_mag1.jpg16. http://annecauley.files.wordpress.com/2010/04/open-to-partnership.jpg
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