convention 2020 - future of corporate and association events - imex las vegas 11-13/10/11
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The Future of Corporate and
Association Events
IMEX Las Vegas
October 11-13th 2011
Rohit Talwar
CEO – Fast Future
www.convention-2020.com
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Contents
• Presentation p 3
• About Fast Future p 27
• Image Sources p 37
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• 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
Convention 2020
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Organisations Need to Work on
3 Horizons in Parallel
1-12 Months
Operational
Excellence
1-3 Years
Drive for
Growth
3-10 Years
Creating
the Future
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The World in 2020
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The Survey Focus
Delegate
Experience
Design
Drivers
Learning and
Knowledge
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To help ensure focused outcomes, corporate and association meetings
will increasingly design their events around a few central topics with all
programme elements tightly integrated to these core themes.
(213 respondents)
0%
10%
20%
30%
40%
50%
60%
70%
Strongly Agree
Agree Disagree Strongly Disagree
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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
What key delegate expectations will drive event strategies?
(8 options)
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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
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What innovations do you most expect to see in business
events over the next decade? (8 options)
Use of events to build
extended communities
Extensive value-adding
pre-event engagement
with attendees
Co-location of events
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What key features do you expect to see in the design of
corporate events over the next decade? (11 options)
“Relationship building" with
external participants
Accelerated learning / Complex Problems
Change Behaviour / Culture
Serve multiple roles
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What major trends do you expect to see in the evolution of
association strategies for managing their event portfolios
over the next decade? (11 options)
Merger of events Partnering w/ online communities
Greater selectivity on events Use events to capture innovation
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What key developments do you expect to see in the way
associations plan and manage individual events? (9 options)
Better profiling and targeting of attendees
e.g. addressing demographic blind spots
Focus on developing new pricing models and
revenue streams
Revamping of trade
shows to become
solution fairs and
learning zones
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Associations will positively encourage member groups to form and run
events under their brand - providing administrative support and taking a
share of revenue. (210 respondents)
0%
10%
20%
30%
40%
50%
60%
70%
Strongly Agree Agree Disagree Strongly Disagree
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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)
0%
10%
20%
30%
40%
50%
60%
Strongly Agree Agree Disagree Strongly Disagree
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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).
0%
10%
20%
30%
40%
50%
60%
70%
Strongly Agree
Agree Disagree Strongly Disagree
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In the face of economic uncertainty, what strategies do you
expect 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
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What key revenue generating options do you believe
associations are most likely to adopt? (15 options)
Packaging and resale of wider
event content
Video capturing content for
resale
Demanding greater financial
support from host cities/venues
Launch events specifically
designed for resale
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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
Formats encourage open/deep dialogue
Support for social media activity
More experimentation with hybrid/virtual
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Which of the following do you expect to become increasingly
important features of the delegate experience? (10 options)
Genuine dialogue between
speakers and delegates
Personalization - wider
choice of topics and
session formats
Participant rich - formats to
support and encourage
participation and social
learning during conference
sessions
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What key roles do you see social media playing in the
management and delivery events over the next decade?
(13 options)
Enable instant feedback on sessions
Increase delegate engagement before,
during and after the event
Improve event marketing,
targeting and communications
Online co-creation of events
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The use of social media will rise rapidly in the next few years and then
decline over time – with the emphasis shifting to full engagement in the
live experience as a pleasant diversion from the increasing technology
dependence of our everyday lives (203 respondents)
0%
10%
20%
30%
40%
50%
60%
Strongly Agree
Agree Disagree Strongly Disagree
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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
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Knowledge management – Over the next decade, what strategies do you
expect business events to adopt to maximise knowledge exchange,
creation and capture? (11 options)
Use of events to create new
knowledge networks
Knowledge portals to capture
content generated
Detailed briefing of speakers Tools to access to (un)structured data
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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 and
documents, debate and dialogue, delegate interaction, audience response
and voting, speaker feedback and special interest group co-ordination
(202 respondents).
0%
10%
20%
30%
40%
50%
Strongly Agree
Agree Disagree Strongly Disagree
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Conclusions
Where are the Opportunities?
• Foresight and Insight
• Learning
• Knowledge Leverage
• Value Assessment
• Experimentation
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About Fast Future
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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
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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
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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
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• 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
Convention 2020
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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
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• 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 [email protected]
Designing Your Future Key Trends, Challenges and Choices
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Our Services Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Accelerated Scenario
Planning, Timelining &
Future Mapping
Identification of
Opportunities for
Innovation and Strategic
Investment Strategy Creation &
Development of
Implementation
Roadmaps
Design & Facilitation of
Innovation, Incubation
& Venturing
Programmes
Expert Consultations &
Futures Think Tanks
Personal Futuring for
Leaders and Leadership
Teams
Public Speaking, In-
Company Briefings,
Seminars and
Workshops
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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
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Example Clients
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Image Sources
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Images Sources p1 Page
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68280790614
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Images Sources p4 23. Clockwise
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3. http://www.petri.co.il/images/cisco-telepresence-2.jpg
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24. Clockwise
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2. http://corp.oyogi.com/images/biz.jpg
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