Issue Contents
| In the spotlight Ray Bloom explains the relevance of key IMEX events including the Politicians’ Forum and the new Meetings Under the Microscope initiative. |
Making business happen Why IMEX 09 is on course to be the largest in the show’s history with more buyers from more global markets than ever before. |
| Change is the only constant This month Briefing interviewed several leading industry figures to learn precisely how their businesses are reacting to challenging times. |
Time to get our message out Roger Dow, US Travel Association, on why our industry cannot afford for travel to be seen as a symbol of excess. |
A time of challenge and opportunity |
Association meetings matter more than ever When times are tough, the true value of international association meetings is revealed - Martin Sirk, ICCA, shares his views. |
| Embracing evolution Brenda Anderson, Site explains why the most prized asset - excellent performance - remains constant in challenging times. |
Adapting to challenges Didier Scaillet, MPI, reveals highlights of MPI's latest FutureWatch showing that the industry is set to sharpen its focus and streamline activities. |
| Corporate meetings: opportunities and future growth prospects A new free webinar from IMEX will take place in April with leading corporate meetings experts. |
Survive & thrive in 09 Education to drive your business forward - highlights from the innovative IMEX 09 education programme. |
| New Meetings Under the Microscope New IMEX campaign helping planners take ownership of meeting content to drive, create and increase ROI. |
Communication in a crisis Colja Dams, Vok Dams Group, explains why those in the meetings and events industry need to rethink their approach. |
Downlo
a
In the spotlight
Along with many other international industry sectors, the value and benefits of the meetings industry are being held to account in unprecedented ways. This gives all of us who work in it a rare opportunity to consistently promote and prove the tangible worth of this multi-billion dollar sector, and at the very highest levels. Never have events such as IMEX’s Politicians’ Forum or our new Meetings Under the Microscope training initiative been more timely, relevant or productive.
This year, together with industry partners, the Joint Meetings Industry Council (JMIC), IMEX will launch two important new initiatives designed to influence and inform stakeholders at the highest level. In April we will draw together a number of senior decision makers from the biggest companies, associations and agencies globally to share their views on the future of the meetings market. More importantly, they will reveal how each of their businesses is responding to change and what impact that is having on their individual domains. This discussion will take place as a one hour webinar and will be free for all to attend - look out for registration details over the coming weeks.
In addition, JMIC and IMEX will also run an important new Forum during the show. Our aim is to highlight the profit-boosting, morale-enhancing and efficiency-generating spin-offs of meetings and incentive travel. To that end, we want to make sure that these issues gain their rightful, long-term place at the Boardroom table. Our high level panel discussions will lead to a White Paper which we will share widely and freely with the industry in an effort to share what has been learned and to generate further momentum.
Meanwhile the Politicians' Forum gives the whole industry a timely opportunity to once again make the economic case for meetings and conventions, and to highlight their additional long-term social, political, educational and cultural benefits. We expect this year's debates to be both more passionate and more outcome-specific than ever before.
Meetings, events and incentives are a good investment in recessionary times and although the economic landscape has changed in the past 12 months, there is still good business to be done. Testament to this is the number of hosted buyers IMEX is expecting in Frankfurt in May. We are on target to attract well over 3,700 buyers with an excellent proportion from the important long-haul markets in Asia, Australia, India, Russia, the US, South Africa, Brazil and China; as well as thousands from Europe.
We also hope that many of these buyers and planners will attend our new Meetings Under the Microsope educational programme. This intensive and focused effort to help planners demonstrate increased return on investment by
 |
Ray Bloom, Chairman, IMEX |
employing cutting-edge content, presentation and planning techniques is extremely well-timed. It is a further demonstration of IMEX's commitment to innovation, leadership and professional education - alongside our unrelenting focus on bringing buyers and suppliers together to make the process of doing business both highly effective and extremely pleasurable.
ds
Making business happen
IMEX is never short on surprises – or creative solutions. This year's show is on course to be the largest yet in its seven year history. Proof of exhibitor appetite is shown by stand increases by destinations as diverse as Spain, Korea, Germany, Croatia, Namibia, Canada, Macau and the Dominican Republic – to name but a few. IMEX has also experienced more demand from hosted buyers from more global markets than ever before. As a result post-show familiarisation trips around Frankfurt and the Rhine Main region have already sold out. Changes to the way buyers' schedules are organised also mean they will spend up to 25% more time meeting suppliers on the show floor.
“more demand from hosted buyers from more global markets than ever before”
Further evidence of the underlying strength of the meetings industry is the fact that 800 buyers representing the association market will attend the show. Association meetings provide a solid bedrock of business in times when corporate meetings can be harder to predict, so this is excellent news for exhibitors. Over 250 of these buyers will again attend Association Day the day prior to the show.
Together with the large number of space increases, plus a raft of interesting new destinations, typified by Lebanon, Kenya and El Salvador, visitors can expect inspiration and opportunities at every turn.
“visitors can expect inspiration and opportunities at every turn”
IMEX has also been working closely with JMIC to deliver two important new thought leadership initiatives. They are designed to share wisdom, offer guidance and help us all learn from the experience of some very senior figures both inside and outside our industry.
Never has IMEX looked better placed to deliver on its promise of being the best place to make business happen.
Change is the only constant
Rarely has crystal ball gazing been so difficult. Thousands of meetings and events are still taking place and being planned but new economic, political and PR pressures are forcing organisations to think carefully about whether or where to hold them. IMEX talks to four senior event organisers who give their reaction to current business challenges, and describe how they plan to overcome them in the year ahead.
There can hardly have been a more remarkable and fascinating time in recent years to consider the question – “where is the meetings industry going this year?” The Gulf War in 1990 and 1991, then September 11th in the US, both had a dramatic influence on the industry, short-term in particular. But now spectacular changes in economics and in corporate sensitivities are having a powerful impact on meetings throughout the world.
“the requirement to fight for business and motivate your sales teams is stronger than ever”
The remarkable element of this new corporate and economic world is that the dimensions keep changing. New facets are continually being added as another issue emerges or a new strategy is announced – and this has now been going on month after month for more than a year.
Nigel Cooper, Divisional Managing Director of UK based Motivcom, which owns three companies in the meetings, events and incentive travel industry - P&MM, Zibrant and AYMTM - summarises the issue: "2009 will see companies cutting costs to address shortfall in sales, but for 2010 and beyond companies need to address their sales and marketing strategies to deliver effective returns. The requirement in a recession to fight for business and motivate your sales teams is stronger than ever so distinctive face-to-face communications and constructive self-financing incentive reward programmes are paramount. Events and meetings must be either to communicate or to motivate. The need to communicate with audiences is greater than before, as is motivation. The key question for most commercial organisations is how to run events and meetings ensuring you are delivering tangible benefits at best value.”
“bringing people together to innovate and find solutions is critical”
Robin Lokerman, President of MCI Asia Pacific, agrees with the need for meetings, indicating that they have a key role to play in solving current problems. He adds: “I believe that in a time of rapid change, bringing people together to innovate and find solutions is critical and the meetings industry has a key role to play. Also, while governments are spending to stimulate the economy, there is a need for more symposia and governmental meetings. The bottom line is that people have a need to stay connected to peers. This is especially pertinent in uncertain times.”
Indeed, the continuing need to meet to communicate is already widely recognised by many organisations, as Chris White, Chairman and CEO of Global Event Partners (GEP), a partnership of over 65 DMCs worldwide, reports: “For the first six months of 2009, almost all of our partners have good solid business secured and, except for a few isolated destinations, we have seen very few cancellations. What we are noticing, however, is that for the second half of 2009 very few partners have significant, definite business booked. The partnership has been experiencing more short-term business, with even shorter turn-around times than we’ve ever experienced before. It is our hope that the short-term business will be enough to support the business through the end of the year. While our sales team continues to receive leads and have been booking a good volume of programmes, we are experiencing lead volume down about 20% from last year.”
“offering deeper content and greater flexibility will be a key priority”
In line with this Luca Favetta, Senior Director of Global Events EMEA at SAP AG, stresses the need for event organisers to offer more relevant content in order to cater for the client’s changing needs: “Customers now want events delivered at reduced lead times, which means that event organisers need to be more flexible in order to maintain the high levels of service that customers have come to expect. Offering deeper content and greater flexibility will be a key priority as we move forward and reflects the changing nature of the industry as the role of the organiser is evolving and diversifying.”
While industries that are struggling are still continuing with their events, albeit with a shifted emphasis, there are some that are also thriving. The fast food sector, for instance, continues to organise meetings unabated. Major industry associations are still holding their conferences and symposia as before.
Robin Lokerman observes: “Some financial services meetings are much lower profile, but association meetings have not changed and in many cases registration is up.”
Chris White agrees and adds: “Certain industry sectors such as finance and insurance may be suffering in the current climate but they are still continuing to hold meetings, which is testament to the importance attached to this sector.”
“without sales achievement the results will be worse – do the results match the rewards?”
So how can organisations which use meetings to communicate and arrange incentive travel operate without creating offence? Nigel Cooper of Motivcom gives an example: "Whilst companies may find themselves in the spotlight for rewarding sales performance and be concerned about perception, the first thing I would say is that these companies must remember that without sales achievement the results would be worse.
Practically, they must ensure they have self-financing, justifiable and publishable structures. In other words, do the results match the rewards? For some of our clients even this is not enough and we are introducing different types of rewards that still offer the individuals the motivation of glamorous high profile travel, but on an individual basis, which is less controversial and more cost effective. Of course they do lose the team building aspects and this has prompted many clients to maintain events as a valuable part of the marketing activity, but in less glamorous destinations or hotels.”
SAP, has according to Luca Favetta, another solution: “In response to customer feedback, we have been taking the events closer to the audience by improving and further enhancing an already existing roadshow around the world. This offers cost savings to our customers, and gives us the chance to provide a more focused, localised service.”
“there is a noticeable shift in the perception of meetings”
Cooper adds: “We have also developed a bank of low cost event ideas that can be run in many areas to allow clients to achieve their aims without stirring a major internal or external uproar about the glamour or expense.”
Toning down the lavishness is also Chris White’s view. “There is a noticeable shift in the perception of meetings and ensuring that a meeting isn’t extravagant. This is not only for budgetary reasons, but also in acknowledgement that in these times it is essential to make sure that any meeting, event or incentive you are holding is for a legitimate and needed business purpose. This is especially important with current political sensitivities, but also due to the fact that meetings play a huge role in helping to boost the economy.”
“champagne and caviar are out but meetings will continue”
Roger Tondeur, President, MCI Group Holding and President, Site International Foundation, echoes this sentiment: “While champagne and caviar are out, meetings will continue as the importance of networking, exchanging ideas and doing business hasn’t changed. More so, it has enhanced.”
Event organisers are now working much more closely with their customers, communicating and seeking feedback to ensure that meetings achieve objectives in line with a changing market place.
“the industry needs to be adaptable and work with clients more as business consultants rather than logistical operators”
This should not have a negative impact overall. Luca Favetta makes the point: “The reduction in attendance at customer events is offset by the fact that it is not the key customers that are dropping out. So the meeting ends up with a better quality of attendee there to do business.”
More importantly, as Roger Tondeur suggests, now is a time for event organisers to exceed expectations: “2009 leading into 2010 will prove to be a very good time to demonstrate the real value of meetings. To achieve this, the industry needs to be adaptable and work with their clients more as business consultants than simply just logistical operators.”
Time to get our message out
As you prepare to attend IMEX 2009, the meetings, events and incentive sectors of the global travel industry are facing challenges as never before. Not only are we grappling with ways to keep the world meeting in the midst of a difficult worldwide economy, the media and government are calling into question the value of business travel. By highlighting the travel decisions of companies that have received federal bailout money in the US, they have created a fear-based environment for all businesses, similar to what was perpetuated a few years ago with bird flu.
“Business meetings and conventions in the US alone account for US$100 billion in our nation’s economy. They are the lifeblood of many local communities.”
At the time, the head of the World Tourism Organisation rightfully called it an “infodemic” – too much news, often unsubstantiated and speculative. The same can be said of our present circumstances, as those who demonise corporate travel have little understanding that in most cases it is a smart, cost-effective way to retain and develop talent, generate ideas, share knowledge and drive future business growth.
Because what happens in the US has a ripple effect throughout the world economy, 
our industry cannot afford for travel to be seen as a symbol of excess. Should temporary changes in travel policy become permanent, these shifts would have a long-term impact not only for meetings, conventions and incentives, but for every sector of the travel industry – carriers, hotels, resorts, attractions, rental car companies, travel agents, online bookers and many others. Business meetings and conventions in the US alone account for US$100 billion in our nation’s economy. They are the lifeblood of many local communities. To ward off any efforts by government regulators to specify actual travel policy, and as a way of helping provide sound rationale to companies doing legitimate business travel, the US travel industry recently introduced a new model – “Standards for Company Travel”. See http://www.ustravel.org/resources/Public_Affairs/Model_Policy_09.pdf
These are part of a comprehensive communications and government relations strategy that US Travel is engaged in to protect and promote corporate travel. This strategy includes groundbreaking research; a study of employee perceptions of the value of business travel; developments with business, labour and government leaders; aggressive outreach to Capitol Hill and the Obama Administration plus extensive efforts to help the media better understand the impact reduced travel will have on American workers and local communities. In addition to introducing guidelines to address regulatory efforts, we will be working with other travel-related associations and partners to demonstrate the economic impact of business meetings, events and incentive travel, and begin telling our side of the story – aggressively!
Your engagement and support is critical over the next few years. In the coming months, regardless of country,
 |
Roger Dow, President and CEO, US Travel Association www.tia.org |
lawmakers, opinion leaders and the news media will need to hear from you. By taking action now to reinforce the value of meetings, events and incentive programmes, we can solidify in the minds of leaders everywhere the critical role these activities play to improving the business bottom line - and that will help ensure a brighter future for the whole global travel community.
A time of challenge and opportunity
AIPC member convention centres are now feeling the impact of the current global economic crisis after having enjoyed some of the strongest business years on record. Several factors appear to be at work.
“centres are re-engaging with clients to see how they can work better in addressing attendance, facility requirements and potential programme changes”
First is a clear differentiation between corporate and association events. Corporate events are tending to show the most immediate and profound effects, while association events appear to have maintained bookings. Secondly, there have been significant changes in timings. Once again, associations are more stable given their typically lengthier booking periods and the fact that some events may actually “straddle” the current recession. However, there are also significant and growing delays in the booking process – particularly in terms of contracting – as organisers seek to keep their options open for as long as possible.
A third factor is that it is increasingly difficult for centre managers to estimate financial impacts. While the more stable - association conventions - business remains on the books, there are potential declines in attendance and revenue which remain unknown until events actually take place, making it is difficult to estimate these in advance.
Nevertheless, centres are responding to these challenges in a number of positive ways. They are re-engaging with clients to see how they can work better together in addressing common concerns over attendance, facility requirements and potential programme changes. Such dialogue benefits both parties, enabling centres to plan more effectively and share experience and insights.
Centres are also looking at other revenue sources. This includes re-examining their local client base, which may be less
 |
Edgar Hirt, President, AIPC and Managing Director, Congress Center Hamburg www.aipc.org |
impacted by financial considerations such as travel costs. Equally, re-engaging with colleagues through industry associations and events enables Centres to keep better track of market developments and to share strategies for business survival and growth. This kind of communication is more important than ever, and is made possible by the spirit of cooperation which characterises this industry.
Association meetings matter more than ever
When economies are booming, association meeting planners struggle to obtain room-blocks at decent rates and which are large enough to accommodate all their delegates. Many suppliers literally ignore associations in favour of higher-yielding corporate events.
When times are tough like today, the true value of international association meetings is revealed. They don't cancel. They almost never relocate or postpone. They almost never go bust. Some see reductions in delegate numbers, but because many of their events are the premier educational opportunities in their fields, they often benefit from a "flight to quality", and see delegate numbers increase as peripheral events wither. We are also seeing not a decrease in the absolute number of association events, but an increase as scientific and technical advances create new subjects for debate. If any segment of our industry is recession-proof it is this one!
International association meetings are not a short-term solution to the current crisis. But any company or destination that plans on being around in the meetings business in 10 years time should be sure to include a strong international association element in their events mix. Their long lead-times create foundation business around which a balanced portfolio of segments can be created; their reliability whatever the prevailing economic situation enables tough times to be weathered more easily.
“If any segment of our industry is recession-proof it is this one!”
Some suppliers are reacting to the current tough trading conditions by narrowing their focus to try to win "easy" short-term business, in so doing ignoring the long-term association business which will help their company navigate the next downturn after this one has become just a bad memory. Smart suppliers know that they need to maintain their long-term portfolio as well as trying to deal with immediate challenges.
We're delighted that ICCA is once more taking the lead in working with IMEX to put together the Association Day programme that regularly attracts hundreds of international association executives to Frankfurt. Their presence on the trade show floor is more vital this year than ever before, and we are sure that ICCA members from all over the world will be offering some tremendous deals for their future congresses.
|
Martin Sirk, CEO, ICCA www.iccaworld.com |
Any suppliers who would like to find out how the international association market operates are all welcome to visit the ICCA
stand to find out how ICCA members benefit from our unique expertise and business tools that are specifically designed to reach this vital market. We can't promise a short-term fix to the current market challenges, but we know how to build long term success!
Embracing evolution
In December 2008, Site officially launched its new strategic vision, brand and communications platform. This new vision stays true to the organisation's essence of strong professional relationships with high ethical standards while positioning this unique industry as a key tool for driving growth and delivering business results. Little did we know how timely this new design was going to be or how much the marketplace would need to hear the collective Site member voice.
“our industry is creative and diverse enough to meet current challenges”
 |
For many of us, the economy is creating shifts in the way we look at and approach business. I have heard the phrase "unprecedented" repeatedly as I travel and connect with industry professionals. I feel confident that our industry is creative and diverse enough to meet current challenges. Site's new vision holds that in our ever-evolving, global business world, the most prized asset remains constant: excellent performance. The highest levels of workplace performance are reached by individuals and teams that are highly motivated. In our industry we recognise that motivational experiences serve as a powerful business tool to reward and unlock human potential to achieve corporate objectives. |
|
Brenda Anderson, CEO, SITE www.siteglobal.com |
Especially today, Site serves to provide education and networking opportunities for our members and colleagues in the industry who are focused on succeeding in challenging times. Economic pressure and pending draconian legislation in the US, could severely restrict our industry - coupled with distorted facts. The best way to stay up to date is to join the evolution with Site at IMEX this year or visit us at www.siteglobal.com.
Adapting to challenges
After three strong years, the global meeting and event industry is coming to grips with a paradigm shift. MPI’s FutureWatch report published in partnership with American Express reveals that it is set to sharpen focus and streamline activities in light of the challenging global market.
“face to face meetings are still considered to generate the highest ROI of all marketing tools”
Key findings point to meeting attendance, per meeting, expected to increase by 3% in EMEA and 9% in Canada but with a 5% decline in the US. Face to face meetings are still considered to generate the highest ROI of all marketing tools: 74 % of organisations that hold meetings and events measure ROI - their primary measure being attendee satisfaction. Other findings highlight budget reductions, an increase in creativity, innovation and technology with new standards and practices emerging to make the industry more efficient and effective.
From MPI’s viewpoint the key to the industry adapting, developing and continuing to grow is the emphasis we place on good practices, education and knowledge. That is why we have created Global Knowledge Plan. A global body of knowledge that can be applied, adapted and developed in different regions around the world. By taking a collaborative approach with our members, other industry associations and industry movers and shakers, this knowledge base will help to create a progressive skill assessment programme using eight distinct milestones. Together with IMEX we will be offering up to 10 scholarships per year, globally, for members taking part in the Knowledge Plan.
|
Didier Scaillet, Vice President Global Development, MPI www.mpiweb.org |
At MPI we do not pretend the road ahead will be an easy one. But by monitoring trends and developments through
FutureWatch and committing ourselves to rolling out Global Knowledge Plan worldwide, the industry can be confident of moving ahead in good shape.
Corporate meetings: opportunities and future growth prospects
Coming soon! An industry-wide webinar featuring leading corporate meetings experts that looks beyond the immediate crisis and negative PR stories to focus on where growth is going to come from, how companies are revising their live events strategies, which market segments are likely to be most resilient, and when activity is likely to start showing significant increases.
Organised by IMEX and JMIC (Joint Meetings Industry Council) and moderated by David Kliman*, this webinar will focus on the market opportunities. Companies are not halting their drive for innovation, their new product launches, their search for more and better client contact, and are certain to need to communicate more effectively with their suppliers and stakeholders. All of these are going to drive meetings activity.
This webinar is essential viewing for all suppliers and corporate meetings managers who are looking for a balanced viewpoint on the prospects for our industry. Look out for the email invitation which will be sent to you soon!
|
David Kliman, www.klimangroup.com |
*David Kliman is a former Chair of Meeting Professionals International (MPI) and was awarded MPI’s International Planner
of the year in 1999. David's opinions and perspectives are widely sought after by hospitality and travel industry organisations seeking a strategic understanding of market trends and customers' needs. See www.klimangroup.com for more information.
Survive & thrive in 09
Over 70 seminars and educational events will run during IMEX 09 with seminar themes – in both English and German – carefully structured to help delegates drive their business forward over the coming year. This will be the largest ever and strongest educational offering seen at IMEX.
Several globally recognised speakers and thought-leaders will be running sessions.
Highlights include:
- Roger Harrop’s session on ‘Staying in the helicopter – the real job of the meeting professional in a downturn’ – delegates will leave with simple, specific and relevant tools to help them not just survive but thrive through the downturn.
- Rohit Talwar, Global Futurist, will demonstrate how to implement genuine innovation without the need for excessive funding and will give real life examples of companies who are thriving in the current economic climate and how they are doing it.
- Short workshops will take place in the Corporate Responsibility Centre at the show giving practical solutions for greening meetings and events, supported by a longer seminar on the ethics of sustainability and green meetings.
- 19 German seminars will run as part of the new GCB German Convention Bureau Seminartage programme continuing the theme of innovation and creativity that is the focus of the whole IMEX educational programme. Joey Kelly, celebrity, musician, TV personality and sportsman, will demonstrate his approach to life with his session ‘No limits – set yourself a target and go!’
- Association Day keynote speaker, Elliott Masie, an internationally renowned futurist, analyst, researcher and humourist, will take association delegates through the meeting of the future.
- Brand new Meetings Under the Microscope workshops – see full details below.
See www.imex-frankfurt.com/eventsandseminars.php for more information.
New Meetings Under the Microscope
As part of a new campaign to help planners deliver more effective meetings and events, and so generate greater return on their investment IMEX has created Meetings Under the Microscope. This will comprise a series of 10 workshops, each designed to give visitors a fast-track understanding of current meetings best practice and measurement plus an introduction to the behavioural science behind meetings planning.
Workshops will address topics such as meetings content and whole audience engagement; managing emotional states and the psychology of learning; meetings environments plus communications and preparation management.
“Now, more than ever, it is vital for organisations investing in meetings to feel confident their efforts will produce tangible benefits for months, if not years, to come.”
The line-up of expert presenters includes Maarten Vanneste, author of Meeting Architecture, a Manifesto and key speakerat MPI’s 2009 Meet Different in Atlanta; Holger Scholz, IAF Certified Professional Facilitator and Human Performance Consultant, Jon Bradshaw.
All participants will have the option to attend a final, extended teaching session when they will receive additional, free support materials including case studies and a comprehensive electronic handbook – in effect a Meetings Under the Microscope diploma pack.
All sessions will be provided free of charge and take place on IMEX’s new and dedicated Professional Development and Innovation Pavilion, sponsored by the Convention Industry Council.
Says Maarten Vanneste, “Now, more than ever, it is vital for organisations investing in meetings to feel confident their efforts will produce tangible benefits for months, if not years, to come. Although there may be growing pressure on budgets, if anything expectations – and the need for results - are higher than ever. The better planners become at proving the true, long-term value of meetings, the more they will be able to influence budgets, strategy and senior internal stakeholders for the good of the business or organisation they work for.”
See the www.imex-frankfurt.com/meetingsunderthemicroscope.html for more information.
Communication in a crisis
There are those who offer a product or service, and there are others who want to buy a product or service. Everything in between is communication and, of course, psychology. The state of the current world economy means that psychology has now come to the fore. This crisis has accelerated processes that have been observed for many years, and they are forcing those in the meetings and events industry to rethink their approach drastically.
“The three elements of brand, product or service plus client must all match if agencies are to be successful.”
One result is that a focus on pure entertainment is significantly decreasing. By contrast, demand for measurement and evaluation of live marketing from clients is growing steadily. These are just two examples of the challenges facing many agencies today. This means that individual responses to clients' or participants' particular need must be more intensive. The three elements of brand, product or service plus client must all match if agencies are to be successful.
Therefore live marketing agencies must engage heavily with the brand, product and target group. Aside from organisational and creative competence, which has made the event industry stand out until now, agencies must also develop strategic competence. Only with these three factors in place will agencies be able to successfully service their clients. Traditionally, advertising agencies have proved excellent at developing their own event know-how. Now this learning curve must work the other way around as well.
At Vok Dams a team of communication specialists heavily engages with brands, products and target groups to translate social trends into operational live marketing business. Forming the ILM – Institute of Live Marketing - in 2005 was a logical step after 30 years’ such experience. Since the end of the 90s, Vok Dams has also pursued international business growth –
 |
Colja Dams, CEO, Vok Dams Group www.vokdams.de |
another sign of our own strategic competence and understanding.
Colja Dams will be giving a seminar entitled ‘Trends in Events’ (to be given in German) as part of IMEX’s extensive professional education programme. See www.imex-frankfurt.com/eventsandseminars.php
