Business of Meetings: Evaluate Meeting Trends, Design, and Branding

Business of Meetings: Evaluate Meeting Trends, Design, and Branding

Event Information


Apr 26, 2018 - Apr 26, 2018 Eastern


8:30 AM - 4:30 PM


J.W. Marriott, Jr.–ASAE Conference Center / ASAE Building

1575 I Street, NW
Washington, DC 20005
United States

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The meetings industry is evolving constantly as event technology advances and offers new applications to enhance your attendees’ meeting experience. At the same time, your events need to be multidisciplinary, integrating education and entertainment to engage attendees in new ways and on different levels.

In this program, one of six courses in the Business of Meetings Certificate Program, you will explore meeting trends and elements of design and branding that you can apply to your events. Participate with industry peers to:

  • examine the effects of multidisciplinary programming and its relationship to your attendees’ personal and professional development
  • apply “festivalization” to your events by incorporating creative, collaborative, and local offsite experiences
  • review branding principles, purposes, and positioning and how they relate to the design and promotion of your meetings in the marketplace.

  • Agenda

    • 8:00 – 8:30 a.m.
      Registration and Networking

      8:30 – 9:00 a.m.

      9:00 – 10:00 a.m.
      Deep Dive Into Today’s Top Meeting and Event Trends
      Meetings and events, and our roles within them, are constantly evolving. Explore today’s top trends—from personalization to technology applications to the impact of new formats and experiences—and learn how you can spot the next trend so you can stay ahead of the curve.

      10:00 – 10:45 a.m.
      Exercise 1: Making Sense of Trends

      10:45 – 11:00 a.m.
      Networking Break

      11:00 – 11:50 a.m.
      A Designer’s Mindset
      Examine the difference between a focus on operational processes and a designer’s mentality, fueled by creativity to solve problems and improve your events. Consider what innovation in a live experience entails, and learn the characteristics and habits that help you think like a designer.

      11:50 a.m. – 12:00 p.m.
      Exercise 2: Your Personal Assessment—Event Designer’s Mindset

      12:00 – 1:00 p.m.

      1:00 – 2:00 p.m.
      Experience Design in Action
      Learn the elements of good experience design to help you move people from attendees to active participants in your events. Identify tools for creating experiences, including strategic thinking and planning, technology, data analytics, and storytelling.

      2:00 – 2:30 p.m.
      Exercise 3: Applying Experience Design Concepts

      2:30 – 2:45 p.m.
      Networking Break

      2:45 – 3:45 p.m.
      Branding, Marketing, and Audience Acquisition
      Discover how to make your event a brand experience that aligns with your organization’s strategic objectives. Explore how to identify your event’s personality and voice, and how to use powerful communication techniques like influencer marketing, social media engagement, and video and other digital marketing tools. Examine the data and questions you should be asking to ensure you’re attracting the right attendees and appealing to new audiences.

      3:45 – 4:15 p.m.
      Exercise 4: Assessing and Formulating an Event’s Value Proposition (Case Study)

      4:15 – 4:30 p.m.
      Conclusions and Takeaways

  • Speakers

    • author image

      Kelly Peacy

      Kelly’s passion is delivering valuable experience design for business events, conferences and conventions. Kelly served on staff at the Professional Convention Management Association (PCMA) for more than 15 years, where she was most recently the Senior Vice President of Education and Events. At PCMA, Kelly led the innovation behind the Convening Leaders and Education Conference programs, focusing on the latest in learning environments, engaging content and dynamic experiences for all participants. In May 2016, Kelly founded Insight Event Strategy, a consulting firm focused on strategy, experience design and education content for conferences, conventions and other business events. Her clients include the National Restaurant Association, American Association for the Advancement of Science, Visit Seattle, Association for Manufacturing Excellence, and Visit San Antonio, among others.

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