3

4

New Normal

Decitica Research

20% of population

6 in 10 women

Fewer Gen X & Gen Y

20% of population

6 in 10 women

Fewer Gen X & Gen Y

Already considered

tightwads

Most difficult to

market to

29% of population

6 in 10 women

Primarily Gen X

Forced frugality

Challenging group

to attract

29% of population

6 in 10 women

Primarily Gen X

29% of population

6 in 10 men

Over represented by people in 60s

29% of population

6 in 10 men

Over represented by people in 60s

1/3 HHI > $75K

Best group to

market to

22% of population

Slightly more women

than men

Gen Y

Indifferent

Attractive target for

youth market

22% of population

Slightly more women

than men

Gen Y

What Does This Mean To You?

• Steadfast Frugalists

• Involuntary Penny Pinchers

• Pragmatic Spenders

• Apathetic Materialists

10 New NormalsThe impact of the new normal on meeting

and event professionals

• Price Integrity

• Rate Transparency

• Less Brand loyalty

• Online footprint

• Social mediainteractions

• B There B4 the Sale

• Geo-location

Process to monitor, engage & manage conversations &relationships with existing & prospective customers & influencers across the Internet, social networks & digital channels. ~ Mark Walsh

Incentive Research Foundation Pulse Survey Report, 8/2010

• New Competitive Set

• Packages

• RFP Overload

• Grids

• Selling brass & glass

• More small biz

34

Over Incentive TravelIncentive Research Foundation Pulse Survey Report, 8/2010

SMM

decisions about

19. Successful Shows

49

• Technology infrastructure

• Systems of record vs. systems of engagement

• Helping your customers reach their customers beyond four walls of venue

Conduit For

Mature: 6-10 yrs

To Plan For

Novice workers Mature (5-10 yrs) Experienced >10 yrs

Directed Self-Directed Helping Others

Class Discovery Coaching

Course Searching (Google) Mentoring

Source: Jay Cross’ Working Smarter57

Formal & Informal

Novice workers Mature (5-10 yrs) Experienced >10 yrs

Directed Self-Directed Helping Others

Class Discovery Coaching

Course Searching (Google) Mentoring

Lecture Trial-and-error Storytelling

Test/Exam Collaborating Giving Feedback

1 Right Answer Asking Nurturing

Source: Jay Cross’ Working Smarter58

Formal & Informal

Novice workers Mature (5-10 yrs) Experienced >10 yrs

Directed Self-Directed Helping Others

Class Discovery Coaching

Course Searching (Google) Mentoring

Lecture Trial-and-error Storytelling

Test/Exam Collaborating Giving Feedback

1 Right Answer Asking Nurturing

Curriculum Skimming Modeling

Listening Observing Reflecting

Instructions Conversing Connecting

Source: Jay Cross’ Working Smarter59

Formal & Informal

61

62

Threat or Opportunity

74

• Steadfast Frugalists

• Involuntary Penny Pinchers

• Pragmatic Spenders

• Apathetic Materialists

76

To expect a normal recovery cycle, whether it is corporate profits or lending or consumer spending or capital investment, or pick the category—increased meeting attendance, or association growth, or…

is just notreasonable.

~ Don Reynolds, Economist 21st Century Forecasting

Planning Meetings & Events…

Not A Piece Of Cake

79

Adult Ed & Meetings

80

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83

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