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GAmpi MEC Meetings Industry Trends

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Many American consumers have internalized the recession experience. Traditional assumptions underpinning consumer, meeting attendee and event professional segmentation are no longer valid. Discover how meeting professionals are adjusting their event planning strategies to the "New Normal" and what you can do to attract emerging post-recession consumer, attendee and event professional segments.

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GAmpi MEC Meetings Industry Trends

  1. 1. 3
  2. 2. 4
  3. 3. New Normal Decitica Research
  4. 4.  20% of population 6 in 10 women Fewer Gen X & Gen Y
  5. 5.  20% of population 6 in 10 women Fewer Gen X & Gen Y Already considered tightwads Most difficult to market to
  6. 6.  29% of population 6 in 10 women Primarily Gen X Forced frugality Challenging group to attract
  7. 7.  29% of population 6 in 10 women Primarily Gen X
  8. 8.  29% of population 6 in 10 men Over represented by people in 60s
  9. 9.  29% of population 6 in 10 men Over represented by people in 60s 1/3 HHI > $75K Best group to market to
  10. 10.  22% of population Slightly more women than men  Gen Y  Indifferent  Attractive target for youth market
  11. 11.  22% of population Slightly more women than men  Gen Y
  12. 12. What Does This Mean To You?• Steadfast Frugalists• Involuntary Penny Pinchers• Pragmatic Spenders• Apathetic Materialists
  13. 13. 10 New NormalsThe impact of the new normal on meeting and event professionals
  14. 14. • Price Integrity• Rate Transparency• Less Brand loyalty
  15. 15. • Online footprint• Social media interactions• B There B4 the Sale• Geo-location
  16. 16. Process to monitor,engage & manageconversations &relationshipswith existing & prospectivecustomers & influencers acrossthe Internet, social networks &digital channels. ~ Mark Walsh
  17. 17. Incentive Research Foundation Pulse Survey Report, 8/2010
  18. 18. • New Competitive Set• Packages
  19. 19. • RFP Overload• Grids• Selling brass & glass• More small biz
  20. 20. 34
  21. 21. Over Incentive TravelIncentive Research Foundation Pulse Survey Report, 8/2010
  22. 22. SMM
  23. 23. decisions about
  24. 24. 19. Successful Shows
  25. 25. 49
  26. 26. • Technology infrastructure• Systems of record vs. systems of engagement• Helping your customers reach their customers beyond four walls of venue
  27. 27. Conduit For
  28. 28. To Plan ForMature: 6-10 yrs
  29. 29. Formal & InformalNovice workers Mature (5-10 yrs) Experienced >10 yrsDirected Self-Directed Helping OthersClass Discovery CoachingCourse Searching (Google) Mentoring 57 Source: Jay Cross’ Working Smarter
  30. 30. Formal & InformalNovice workers Mature (5-10 yrs) Experienced >10 yrsDirected Self-Directed Helping OthersClass Discovery CoachingCourse Searching (Google) MentoringLecture Trial-and-error StorytellingTest/Exam Collaborating Giving Feedback1 Right Answer Asking Nurturing 58 Source: Jay Cross’ Working Smarter
  31. 31. Formal & InformalNovice workers Mature (5-10 yrs) Experienced >10 yrsDirected Self-Directed Helping OthersClass Discovery CoachingCourse Searching (Google) MentoringLecture Trial-and-error StorytellingTest/Exam Collaborating Giving Feedback1 Right Answer Asking NurturingCurriculum Skimming ModelingListening Observing ReflectingInstructions Conversing Connecting 59 Source: Jay Cross’ Working Smarter
  32. 32. 61
  33. 33. 62
  34. 34. Threat or Opportunity
  35. 35. 74
  36. 36. • Steadfast Frugalists• Involuntary Penny Pinchers• Pragmatic Spenders• Apathetic Materialists
  37. 37. 76
  38. 38. To expect a normalrecovery cycle,whether it is corporate profits or lending orconsumer spending or capital investment, orpick the category—increased meetingattendance, or association growth, or…is just notreasonable. ~ Don Reynolds, Economist 21st Century Forecasting
  39. 39. Planning Meetings & Events… Not A Piece Of Cake 79
  40. 40. Adult Ed & Meetings 80
  41. 41. • midlander1231 • topher76 • Jimw• the|G|™ • SamikRC • Ornellaswouldgo• ~Ilse • kenyee • khalid almasoud• Don Solo • Xotoko • brentbat• Daniel Henríquez • Ian Sane • Steven C Wilson• Leonard John • cláudia gabriela • ☼ Helder Matthews marques vieira • !!sahrizvi!!• London Permaculture • Paloetic • Stefan• cindy47452 • Bob.Fornal • Luxmart• mariotto52 • mrflip • fotomele
  42. 42. jhurt@velvetchainsaw.comvelvetchainsaw.com@JeffHurt 83

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