The Future of Corporate and

Association Events

IMEX Frankfurt - May 22nd 2012

Rohit Talwar

CEO – Fast Future

rohit@fastfuture.com

www.fastfuture.com www.convention-2020.com

Contents

• Presentation p. 3

• About Fast Future p. 28

• Image Sources p. 38

• 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

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

‘Future Proofed’ Organisations

Work on 3 Horizons in Parallel

4-10+ Years

Creating

the Future

1-3 Years

Drive for

Growth

1-12 Months

Operational

Excellence

The World in 2020

The Survey Focus

Delegate

Experience

Design

Drivers

Learning and

Knowledge

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

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)

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Conclusions

Where are the Opportunities?

• Foresight and Insight

• Learning

• Knowledge Leverage

• Value Assessment

• Experimentation

About Fast Future

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

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

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

• 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

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

• 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

Designing Your Future Key Trends, Challenges and Choices

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

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

Example Clients

Image Sources

Images Sources p.1 Page

4. Left to Right

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2. http://www.automotive-insight.net/aston-martin-cars/pics/aston%20martin.jpg

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68280790614

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2. http://irishherault.files.wordpress.com/2009/05/decimal-clock.jpg?w=350&h=262

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2. http://blog.gremln.com/wp-content/uploads/2011/07/tweetup.png

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4. http://eyc-unconference.wikispaces.com/file/view/unconference-wordle.jpg/157759147/unconference-wordle.jpg

20. Left to Right

1. http://sharperiron.org/uploads/2008/06/megaphone.jpg

2. www.telepresenceoptions.com/images/teliris_interact_touchtable3.jpg

3. http://elzr.com/images/blog/screenshots/lift-participants-mosaic.jpg

21. Clockwise

1. http://www.iblogmarketing.com/wp-content/uploads/2010/06/target-marketing-300x213.gif

2. http://employeesworld.com/wp-content/uploads/2011/08/happy_employees3.jpg

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2. http://corp.oyogi.com/images/biz.jpg

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