Ticky the Turtle NOT JUST A DROP IN THE OCEAN - IAPCO
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NEWS FROM THE INTERNATIONAL
ASSOCIATION of PROFESSIONAL
CONGRESS ORGANISERS
Issue No. 82 Q3 2018
IAPCO at 50: Experienced | Engaged | Energised
Ticky the
Turtle
NOT JUST A DROP IN THE OCEAN
IAPCO’s 50th Anniversary Legacy
By 2050 there will be more plastic IAPCO will be encouraging member Click for more information and
in the sea than fish; by 2050 IAPCO companies to engage their suppliers, details of IAPCO’s Plastics Pledge
aims to rid the meetings industry clients and local stakeholders to also
of single-use plastic. join the Campaign and sign the iapco.org/about-iapco/ticky-the-turtle
Plastics Pledge.
As part of IAPCO’s 50th
Anniversary legacy, the Not Just a
Drop in the Ocean CSR Campaign
has been launched.
IAPCO will be doing this with the help
of the Campaign’s mascot Ticky the
Turtle. Ticky will be virtually visiting The target is for Ticky the Turtle to
member companies who commit to have visited 50 member companies
taking action by signing the Plastics within IAPCO’s 50th anniversary year -
Pledge, who make at least one that will mean 50 Pledges signed and
measurable change and who will 50 real measurable changes...and Be involved and sign the
share their achievements. that is just the start. IAPCO Plastics Pledge!
Education - the next EDGE
The Hague Marriott Hotel,
The Netherlands
On-line registration open:
www.iapcoedgethehague.org
Fees from €790
THE FACULTY
MATHIAS Posch NICOLA McGrane ORI Lahav
IAPCO President; IAPCO Education IAPCO Vice
President Europe; President;
International CEO, Conference VP Client &
Conference Partners Operations,
Services, International, Kenes Group,
Canada Ireland Israel
PRELIMINARY PROGRAMME
Tuesday 22 Arrival of participants Get together
Wednesday 23 Thursday 24 Friday 25
Registration, Welcome, Introductions Session 3 – Marketing Session 8 – Challenges in Medical
Sponsorship
Session 1 – Trends Session 4 – People Skills
Group Work Session 9 – Financial Management +
Panel Discussion - CVBs + PCOs Different Models
Session 5 – Engaging the Delegate
Session 2 – Bidding Session 10 – TBD
Transfer to Humanity Hub/Lunch
Lunch What will you do differently
Session 6 – Debate on Monday?
Group Discussion on Bidding
Session 7 – Big Data + Privacy Group Learning
Group Presentations
Key Learnings of the Day Evaluation
Key Learnings of the Day
Evening Dinner and Lunch and Close
Prizes for Best Bid After Dinner Party
Evening Welcome Reception
2 PCO | September 2018
Mathias Posch, President
FROM THE CONTENTS
PRESIDENT
PCMA Column 4
As we celebrate our 50th Millennials 5
anniversary this year, we need
to celebrate the status of our Destination Partners – Toronto and Hamburg 6
Association today. Despite having modest resources, Destination Partner – Hong Kong 8
IAPCO today is one of the leading and most respected Technology 9
associations in our industry. We are recognised as the
authority for quality, regularly featured in association and Technology - VR 12
trade publications and invited to educate professionals Legacy 14
around the globe. But what is IAPCO’s recipe for success? Case Stidy - Live Streaming 15
A shared passion and common values, an incredibly hard
working executive office and council and last but not least Feature – promoted into incompetence 16
– engaged and motivated members. IAPCO is nothing less Sustainability 18
than the sum of our members, who contribute generously IAPCO Impact 20
and in various ways to better our Association and
therefore the industry. Inside Story - Kenes Group 22
Members’ News 23
It comes down to people, and in order to greater propel
IAPCO and further increase its benefit and value to our Destination Melbourbe 24
members and profession, we are looking to better engage Feature - Designing for Engagment 25
the staff of our member companies in our Association. Feature – attendee experience 26
We want to connect them with each other, to share
experience and best practices on a cross-company level. Destination Latin America 28
We believe that education and exchange are cornerstones Getting to Know 29
of quality and therefore it is a major goal of ours to make Education – EDGE Guadalajara 30
sure everyone in our member companies has the
opportunity to share and also learn from each other. Education - Scholarship 31
IAPCO may only have 130 member companies, but these A Moment with Council 33
companies represent a total of over 7500 professionals – Ambassadors 34
let’s leverage the power of that knowledge and excitement
to increase our impact even further. So please share our Members News in Brief 36
publications, use web-EDGE, send staff to EDGE and Opinion 37
attend the various Get Togethers we offer… and stay Emirates 38
tuned for more new initiatives we are planning to make
sure IAPCO benefits us all.
Thank you all for making IAPCO meaningful! The PCO: published by IAPCO
Whilst every care is taken in the preparation and publishing
of The PCO, the views expressed are not necessarily those of
Mathias Posch, IAPCO or its members and no responsibility can be taken for
articles, errors or comment.
IAPCO President 2018-2020
Design: Frampton Creative - framptoncreative.co.uk
ON IAPCO Mathias Posch, Keynote Speaker
at the recent SMF2018 Conference
PRESIDENT in Singapore
on stage, presenting to
with IAPCO friends, Jan and Oscar networking, engaging, enjoying
the 750 participants
PCO | September 2018 3
PCMA column
Are these Seven Fears stopping
you from transforming your Event?
Authors: Convene Editors, PCMA
4
Fear of not knowing
what to change
What if you studied the top, most
successful events being produced
today, within and outside of your
industry? You don’t have to reinvent
the wheel — just customise it for your
industry, organisation, and members.
There are so many great new ideas
that are working. Benefit from the
risks others have taken.
5
Fear of financial risk/loss
What if you developed a three-year
budget with plausible revenue, costs,
Change often is accompanied by fear and operating margins? Ask your
2
as well as a sense of risk, uncertainty CFO to help provide the numbers to
and excitement. But “it’s also true Fear of alienating long-time, support your vision and plans. If you
that if we change the way we see legacy members want a seat at the table during the
things, the things we see change,” What if you asked your legacy next board meeting, this is a great
says Don Neal, founder and CEO members to name their five way to do it.
of 360 Live Media, a Washington favourite things about your meeting?
D.C.-based marketing, strategy, At the same time, ask 100 of your 6
and live-experience company. new members for the top five things
they’d like to see at your next meet- Fear of the unknown
Neal lists the following seven fears ing. Compare the two lists side-by- What if you think about “the
as the ones that he has most often side and share the results with your unknown” differently? The unknown
seen emerge when big changes to legacy folks — they will see the light. doesn’t have to be unknowable. Talk
conferences and trade shows are to people — colleagues, professional
discussed — and offers ways to experience designers and outside
3 experts who have reimagined events.
reframe them and think about
change in a new light: Fear by the meetings staff of The unknown isn’t that scary once
not having made changes to you’ve seen a glimpse of it through
1 the event earlier the eyes of others.
What if you, the meeting organiser,
Fear of change and displacement wrote a one-page manifesto stating 7
by people within your organisation what you’d like to see for the future
— resulting in resistance of your 2020 vision? Go on record, be Fear of success
What if you asked everyone in bold, and give this manifesto to your What if this new approach works?
your organisation to anonymously CEO. There’s no time like the present. What if you’re successful? It’s human
identify the one thing they would nature to be sceptical of what might
change about your event? Then, happen if we enter a new realm, a
hold a town hall meeting and list all place that is better. Success doesn’t
of the changes that were submitted. hurt. It won’t go to your head if you
Next, ask for all of the reasons these earn it. Isn’t it time you took your
changes might not work, and list thinking and your career to the
those. Finally, brainstorm about what next level? You deserve this.
it would take to make the changes
successful — you might be surprised
how few barriers there really are.
4 PCO | September 2018
Millennials
How Millennials are #Slaying
the Business Events Industry
IAPCO Member: JPdL, Canada
outside the box for unique event
ideas. Why not do that for a living’?” –
Xavier Ramos (JPdL Montreal)
3. Recognise the Value
of Networking
It is never too early to begin
developing a solid network of
suppliers and partners who are as
inspired to collaborate on events that
challenge the status quo as are you.
From the smallest interaction to the
most reliable relationship, you never
know whose skills and resources
might come in handy to make your
next project unforgettable.
“In this industry, each and every
interaction is valuable and I love
the relationships I’ve built amongst
my present and future clients and
suppliers. Relationships are key and
no matter the amount of technology
or the latest and greatest, our
personal interactions are principle.” –
Jillian Cardinal (JPdL Montreal)
Xavier Ramos and Jillian Cardinal – JPdL Millennials Event Planners
4. Don’t be Afraid
As young professionals in the “Don’t be afraid to do the dirty work.
to Shake Things Up
business events industry, millennials Learning every aspect of the job will
In an industry that revolves around
might say that the struggle is real. make you more successful and
innovation and new ideas, being a
Balancing your inexperience in a sea respected by your peers. You can’t
go-getter and taking positive risks
of seasoned professionals with the be an expert at anything until you
should never be taken for granted.
expectations of constantly producing have mastered it yourself!” – Colette
Trust that the creative event
innovative ideas can sometimes be a Lynch (JPdL West)
solutions, unconventional venues
bit overwhelming. From the business
and out-of-the-box suppliers that
event professionals at JPdL, here are
you bring to the table will provide
four ideas for millennials to keep in 2. Play to Your Strengths
clients with that once in a lifetime
mind to ensure sure that your When it comes to your career, stop
event experience.
impact in the business events saying I Can’t Even and embrace your
industry remains on fleek1. fresh perspective and unique ideas.
“Be BOLD, be humble and most
Show clients what you are truly
importantly believe in yourself. Be
capable of by highlighting what
a proud millennial but don’t let the
1. Always be Open to New Learning you do well; it just may lead to
negative stereotype label you. You will
Opportunities and Experiences opportunities perhaps not yet
make mistakes, you will be laughed at,
A lack of experience does not equate imagined by those who have been
but eventually someone in the room
with a lack of willingness to try in the field for some time. Be your
will listen and believe in your ideas.” –
something new! Young professionals’ most authentic “you!”
Samantha Mele (JPdL Toronto/
minds and careers are meant to be
Niagara, Recipient of PCMA Class
moulded and allowing yourself to “I’ve always organised events, trips
of 2018’s “20 in their Twenties”)
constantly absorb new information and so on for my friends and family.
and approaches can only nurture From there I thought ‘hey, you speak 1 The quality of being perfect, or on point. Urban
Dictionary, s.v. “on fleek,” accessed July 27, 2018,
your professional growth. five languages and love to think
www.urbandictionary.com
PCO | September 2018 5
Destination Partners – Toronto and Hamburg
The value of a
Partnership
The true value of a successful
partnership was demonstrated in
June this year when Toronto and
Hamburg, both Destination Partners
of IAPCO, shared the Rotary platform.
The 109th International Rotary
Convention took place in Toronto,
with an attendance of over 25000.
Rotary is about service and the
Convention about providing
Rotarians with inspiration to do
bigger and better projects.
RI President Ian H.S. Riseley, left, Canadian Prime Minister Justin Trudeau,
and International Polio Plus Committee Chairman Michael McGovern
June 2018: Toronto; June 2019:
Click the image above to watch on Youtube
Hamburg. “We welcome collaboration
with our IAPCO Destination Partners
to learn and grow together”, said
Alice Au of Business Events Toronto;
“Both the Hamburg CVB and
Meeting the One of the highlights of successful
campaigns was endorsed by both
Congress Centre Hamburg met with
Toronto’s operations team to learn
challenge to Canadian Prime Minister, Justin
Trudeau, and Her Royal Highness
about what’s important to Rotary. It
was our pleasure to help Hamburg as
eradicate polio The Princess Royal, Princess Anne,
both expressing their thanks to
the next host in 2019. We wish them
a most successful Rotary 2019”.
worldwide Rotary for their part in working to
eradicate polio. “It’s clear that
vaccination is a key part of the
Toronto, the Capital of Nice, opened
solution,” Trudeau said. “Protecting
its arms to welcome the 25000
About Rotary Rotarians from around the world,
kids from disease keeps them
healthy so they can do well in school
who came to Rotary’s annual
Rotary brings together a global and lift up their friends and family.”
convention looking for inspiration
network of community leaders
— and finding it.
dedicated to tackling the world’s Trudeau accepted Rotary’s Polio
most pressing humanitarian Eradication Champion Award,
Old friends were reunited, strangers
challenges. Connecting 1.2 million thanking Rotary for working with
became comrades in the House of
members from more than 35000 governments worldwide on this fight.
Friendship, Rotarians were inspired
rotary clubs in almost every country Rotarians play a critical role in the
by listening to the great and good at
in the world, to improve lives both challenge to end polio, Trudeau said.
the various sessions, reminded al-
locally and international, from “Together we will make that happen.”
ways of the fellowship that ties them
helping those in need in their
and the variety of cultures and visions
own communities to working
that Rotary embraces.
toward a polio-free world.
Best Loved Quotes
Submitted by Submitted by Alejandro Ramirez Submitted by Mathias Posch,
André Vietor, BCO Tabche, Business Travel International Conference
Congresos, Spain Consulting, Mexico Services, Canada
“If you don’t like something, “The mind works like “We are what we repeatedly
change it. If you can’t change it, a parachute; it only works do. Excellence, then, is not an
change your attitude.” if we have it open.” act, but a habit.”
Maya Angelous Frank Zappa William James “Will” Durant
6 PCO | September 2018
Destination Partners – Toronto and Hamburg
Rotary in
Toronto 2018
The 109th annual Rotary International
Convention tookplace in Toronto
on June 23-27. “Toronto was
honoured to host 25000+
Rotarians in June,” said Johanne
Bélanger, President and CEO of
Tourism Toronto. “The Rotary
International Convention brought
an estimated $48.5 million in
economic impact to the region,
but more than that, Rotary brought
House of Friendship opens – Toronto 2018
the world to Toronto with over 175
countries taking part. This reflects
Toronto’s sense of welcome, Rotarians have
diversity and inclusion.”
a sneak peek for
Often described as a “mini-United
Nations”, Rotary’s fifth convention Hamburg 2019
in Toronto transformed the Metro
Toronto Convention Centre and Air
and loved what
Canada Centre into a cultural mosaic they saw
as the Organisation’s global network
of volunteers gathered to exchange Hamburg and the LOC of the Rotary
ideas on how to improve lives and International Convention (RIC) 2019
bring positive, lasting change to were on-site at the 2018 RIC in
communities around the world. Toronto to encourage the Rotarians
“Toronto is a perfect fit for our to pre-register for the next year.
convention. Rotary, much like the With the support of numerous
Queen City, is made up of people Rotarian volunteers from all over
from different cultural backgrounds Germany, they were overwhelmed by
and walks of life,” said Ian H.S. the success of their attendance at the
Riseley, President of Rotary event. Michael Otremba, Managing
International. “We are honored Director, Hamburg Convention
to be hosted in a city that values Bureau GmbH (HCB), expressed
and celebrates diversity.” delight with the keen interest in Elphi – our new landmark Elbphilharmonie
Hamburg. It was worth it - take a look! became the most photographed
eye-catcher at the House of Friendship
www.seetorontonow.com Click here to watch
Visit www.unpackhamburg.com
#vorfreude = the pleasant anticipation of attending the
Small gifts preserve the friendship – a ginger breadheart
Convention in Hamburg in 2019. A record breaking 15173
sign up on site – the people make the difference and blinky pin for every pre-registered delegate
PCO | September 2018 7
Destination Partner – Hong Kong
A RISE in HK’s
technology
industry
With a global flourishing emerging
technology industry, Hong Kong
benefits from being on the
doorstep of Mainland China,
home of the world’s second-largest
number of unicorns.
And what better way to depict the
technology trend than to portray
advances with a proven track record:
The RISE Conference attracts 15000
delegates to HK from the world’s Sophia and Han
biggest companies and most exciting
start-ups to pitch and learn at RISE
Gary Vaunerchuk’s keynote ended Han’s keeper, Dr. Hanson, in a few
and reflects the massive evolution in
with a call to action that the years we will have robots all over the
this industry sector. “Hong Kong is
start-up and tech ecosystem start place, where ever you go, similar to
buzzing, it just feels alive — the
paying attention to the human the smartphone revolution, an item
start-up ecosystem, real
elements that will drive tech which has today become a natural
entrepreneurs here — it’s
businesses to the next level. He extension of one’s own self.
impressive. I’m really excited to
explained that it was a conversation
be here and coming back.” Gary
we were lacking, and claimed that it Strong Support by
Vaynerchuk, Serial Entrepreneur
will be THE conversation in the next HKSAR Government:
and CEO, Vayner Media.
decade.
HKSAR government has made
Already participants were able to innovation and technology a top
listen to very different presenters. priority. In 2018, an additional
Two humanoid robots, named Sophia investment of HK$50 billion has been
and Han, talked to hundreds of allotted to be injected into four focus
people on the topic of the future of areas for innovation and technology
humanity. Watching them on stage development: biotechnology, artificial
created a slightly surrealistic scenario intelligence (A.I.), smart city and
yet one with which the audience were financial technologies.
well in tune. According to Sophia and
Visit www.mehongkong.com
consistently reach the highest across a wide range of disciplines
Abbey named standards of excellence. such as scientific, financial, academic,
Best PCO for 3rd Patricia McColgan, Director of Abbey
and governmental. It is part of the
Abbey Group, a collection of travel
consecutive year Conference & Events, said “We are companies which is celebrating 40
delighted to have been awarded Best years in business in 2018.
IAPCO Member: Abbey Conference Professional Conference Organiser
& Events, Ireland for the third year in a row! Our team
is extremely passionate about what
Abbey Conference & Events won we do and take great pride in
Best Professional Conference delivering an exceptional experience
Organiser Award at the tenth annual for our clients, so it’s wonderful to be
Event Industry Awards held on Friday, recognised for this by the industry”.
July 20th 2018. This is the third
consecutive year that the company Abbey Conference & Events was
has won the accolade and the fourth established in 1988 and offers
time overall since 2012. The Award Conference, Association, Bid, and
acknowledges Abbey’s expert ability Event Management services. It has a Elaine White, Conference & Events Sales
Manager, The Helix, presents the Best
to manage and co-ordinate a varied portfolio of both national and PCO award to the Abbey team.
diverse range of conferences that international conferences and events
8 PCO | September 2018
Technology - digital
It’s all about
“Digital”!?
IAPCO Member:
CPO HANSER SERVICE, Germany
Among others, Online Congresses,
Hybrid Meetings, Participant
Engagement, Gamification,
Interactive and Mobile Services,
Social Media Marketing, as well as
Big Data are the emerging trends in
the meeting industry. So far, it is hazy
as to how digital technology will finally
change the meetings industry, and cloud-based services already as new, creative formats and services
nevertheless, it is obvious that improve the collaboration of for its events. Inge Hanser, Managing
customers’ and participants’ employees and the access to data. Director of CPO HANSER SERVICE,
needs are changing. says: “A big change of the entire
Customer focus is another key industry is in full swing and we are
But how can the industry principle of Digital Businesses. Big curious about the new opportunities
successfully face the new Data and Participant Engagement of the digital world to organise the
challenges? Digitisation and Digital will improve your knowledge of your success of our customers”.
Transformation are the challenges, customers and their needs. This
becoming a Digital Business is the will lead to events and services that
goal that one aspires to achieve. maximise attractiveness, purpose
As Digitisation simply means and value for your customers and
transferring your data into bits event participants. Being responsible
and bytes, the Digital Transformation in times of Big Data and GDPR is
requires various steps and actions. a challenging task that also has to
be overcome.
Transforming your business into
a digital one requires reviewing, To meet this challenge, CPO HANSER
standardising, optimising and SERVICE created a dedicated position
automating your processes to to plan and implement the Digital
become an “agile” organisation in Transformation. Together with
the meaning of agile workflows of the company’s own IT subsidiary
which a culture change in your GLOBIT, Global Information
organisation will also be a result. Technology GmbH, CPO adapts
In the near future it will be of no internal processes and customer
significance where your staff works: services to a digital world, researches
whether in the office, at home or in new ways of participant marketing Inge Hanser
congress venues. Digital tools and participant engagement, as well
ON CONGRESS
CORPORATION
ON WCP* 2018
Latest technology in use to speed up
check-in using a QR code, developed
by Congress Corporation.
*18th World Congress of Basic
and Clinical Pharmacology
PCO | September 2018 9
Technology – seek inspiration elsewhere
TECHNOLOGY – LOOKING OUTSIDE OF
THE EVENTS INDUSTRY
Seek inspiration elsewhere to remain cutting edge
By Andrew Dergousoff,
Chief Technology Officer & Partner, International Conference Services Ltd.
When I’m hunting for new trends In application, I would apply the traditional marketing budgets from
for the association and conference gaming environment to building printed materials to online campaigns.
industry – the first place I look is social communities for our With the reduced costs of event apps
anywhere but the industry itself. association clients. At this point, and the increasing sophistication
While plenty of our clients are we assume most clients will have of website design, the necessity for
progressive and open to new ideas – a dedicated association Facebook printed onsite materials has fallen
they have often been pitched the page. What’s less common, and dramatically. By foregoing the printing
usual gambit of social media plans, perhaps more effective, is to start a of an abstract book or program guide,
onsite recording and continued page non-exclusive to the association and instead forcing use of the mobile
engagement strategies post-event. – driving it to the larger public audi- app or mobile responsive website,
We’re having to try harder all the ence. This allows members to engage the event budget should allow for trial
time to push the envelope of what and share their insights with both of online advertisements across the
is engaging and measurable for them people directly affected by their area major platforms – Facebook, Twitter,
as budgets shift and new regulations of practice and to in turn hear back LinkedIN, Google Ads and Ad Roll.
come into play (Hello GDPR!). from them the impacts of their work.
A broader application of this would Speaking of mobile, I love the
In terms of looking outside our be to seek out a more customised implementation of networking into
industry, one of the most effective website forum where members can the onsite app when possible. Most
conversations I had recently was with ‘upvote’ the most pressing issues and major app companies now have a
a technical director from within the comments in front of their peers. A ‘social wall’ where you can
video games industry. Specifically, we simple badging system could be used encourage users to link their twitter
discussed massive multiplayer gaming to recognise forum moderators or feeds, etc. into the app feed or simply
environments – where thousands of ‘trusted contributors’ to build a sense use the app itself to post personal
players are engaged together at any of social status that can be easily thoughts and suggestions about the
one time on a virtual battlefield. How visible and most importantly, shared conference. Taken further, allowing
are those players matched together elsewhere. the sharing of personal schedules
into teams based on their various skill and personal profiles (using tags to
levels? How do they communicate Continuing with social networks, showcase what area of expertise
with one another? How can they be they remain one of your best tools individuals are either looking for /
encouraged to spend more money for new Member / Delegate outreach have to share) can allow your
within the game? How can they share that is both precise in targeting and delegates to schedule ‘brain dates’
their success? These are all questions measurable in ROI. We have been with one another to intentionally
that can be applied to our events strongly advising clients for some network. Provide a dedicated space
industry with fresh eyes. time now to ‘shift’ – not reduce – their onsite for one-on-one discussions like
10 PCO | September 2018Technology – seek inspiration elsewhere
this and I’m certain you’ll see a self-funding line item for clients (by be using at least one as a
it full. I’m sure you’ll also decide to attracting paid orders and sponsors) dedicated drip feed of news and
add some branded mobile device while providing a rich educational promotion. Mobile apps have fallen
charging stations near this brain date resource for association members in price dramatically in the last years
area to encourage people to both and the public alike. with the increase in competition and
stop by to check out the new space the standardisation of features –
and to remain focused on the in- Ready to get even more forward consider what print costs could be
person connections they are making. thinking? There are some wonderful skipped in order to afford one. If
companies working on applying you cannot afford to host an annual
For associations looking to provide technologies such as facial meeting, think about recording
additional membership perks, recognition, artificial intelligence some of the presentations to share
expanding to the online education and RFID tagging to event data. throughout the next year or host
world offers many benefits such as Perhaps most immediately practical webinars to maintain member
offering exclusive webinar content is adding RFID tagging to delegate engagement.
and expanding the lifespan and badges and/or exhibit booths to
momentum of physical meetings assess traffic patterns and adjust As I began, my favourite bit of
with presentation recordings. Online the meeting flow accordingly. I’ve advice is to seek inspiration
learning is more affordable for both seen events using this data in the outside your own industry to
planners and learners than onsite successive year to show exhibitors remain cutting edge. Talk to a
meetings, which opens the reach exactly how much traffic a particular teenager about what keeps them
of content to new markets and to area of the floor is getting and engaged in video gaming and you
delegates who cannot afford to attend charging according to ‘zones’ of might just pick up some tips that
physical meetings due to timing, travel expected traffic in addition to the will change your core business.
and / or financial constraints. When traditional upcharge for desirable The youth is indeed the
prospective clients approach us about corner booths, etc. Backing up your future and we must adjust the
creating an online offering for their pricing by concrete data is always presentation of our traditional
members, such as a virtual library hard to dispute! meetings in a fresh way that
e-commerce website, we find they speaks to them where they are.
also ask about onsite content capture In closing, I remain excited about the
costs, pre- and post-event marketing relentless progression of technology
strategies and revenue projections. and the implications for traditional
Being prepared to answer to, and event planning. Social media accounts
offer, these services will ideally lead are free to setup and there is no
to a competitive edge for PCOs and reason why an association should not
PCO | September 2018 11Technology - VR
Service Provider -
Freeman Audio Visual Canada
IAPCO Service
Providers
IAPCO’s new partner concept profiles As part of the world’s largest clients increase engagement
specialised suppliers to the meetings brand experience company, and drive results. From meetings
industry, who provide an insight into Freeman Audio Visual Canada or events to conventions and
current trends, latest innovations, helps organisations connect with tradeshows, Freeman provides a
advice and tips. Freeman Audio their customers by delivering full range of services to support the
Visual Canada is IAPCO’s latest seamless, innovative, and immersive way audiences engage with content.
recognised Service Provider brand experiences. Through
comprehensive solutions including www.freemanav-ca.com
www.iapco.org/iapco-partners/ strategy, creative, logistics, digital,
service-providers/ and event technology, Freeman helps
VIRTUAL REALITY
Five ways it can be
leveraged by the Meetings
and Events Industry
IAPCO Service Provider: Freeman Audio
Visual, Canada, author Victor Paan
Now more than ever before, VR
is capturing our imaginations and
transforming everything from
everyday experiences to industrial
design processes — and smart
were looking at seem real. How can VR be used in today’s
brands are sitting up and paying
Today, modern VR plays off that business world?
attention. Although it’s not
concept. It uses sophisticated VR is transforming the way individuals
necessarily a new innovation,
technology to create moving participate in events, exhibits and
recent advancements have made
stereoscopic images, which are two experiences, as well as the
virtual reality (VR) more immersive
images that are slightly offset from environmental design process.
and affordable.
each other, to mimic how the As technology continues to advance
human eye sees. When the images and the meetings and events space
We believe that well-executed VR
are viewed simultaneously through become more familiar with what VR
has enormous potential to enhance
a specialised headset, they appear has to offer, we predict we will be
events, build brand loyalty through
realistic and immersive because seeing virtual reality used more and
immersive content, and make
they appear to move and update in more in the following five ways:
virtual experiences as powerful
real time just like the real world. To
as real-life ones.
experience this, the user may wear Design and venue walk-throughs:
specialised accessories that allow Imagine being able to conduct an
So, what is VR exactly?
them to virtually move, manipulate entire site-visit or explore your trade
In its most basic form, VR seeks
objects and explore the digital envi- show booth for an upcoming show
to create the illusion of being
ronment. While augmented reality from the comfort of your own home
somewhere we physically are not.
(AR) and mixed reality (MR) rely on or office. Design and venue
You might recall experiencing early
many of the same technologies as walk-throughs will allow for you to
attempts at VR when you were a child
VR, it’s important to understand they explore, manipulate, review, tweak,
playing with the beloved View-Master
are not the same because the viewer and approve designs before the first
toys or looking through rudimentary
is not completely immersed in the physical piece is built or you were
stereoscopic viewers. Both of these
environment — digital content is able to get to that particular venue.
examples tried to create the illusion
layered over the real environment
of depth to make the images you
around them.
12 PCO | September 2018Technology - VR
Product demos: Audiences and
prospects alike can use virtual
reality to engage with products that
are too complex, large, dangerous or
otherwise impractical to demonstrate
in actual surroundings. They can
interact with, and manipulate,
products to learn more about them
in a way that was not possible
before this technology.
Original VR content: Instructional
or educational films on products or
tools can now be told with powerful
narratives from the center of the
action that are far more powerful
than traditional 2D content. Imagine
a video that shows you step by step
how to set up a trade show booth
or pitch your product to a client.
Live streaming and 360-degree
video recording: Looking for ways
to engage your virtual attendees
during a meeting or event? With VR,
you can take your remote audience
one step closer to the action with
360-degree videos that amplify your
must-see events and make your
audiences feel like they are actually
there. Now, when the speaker greets
your virtual audience, they will feel
as though they are truly part of your
event community.
Immersive VR environments:
The world is your oyster! With virtual
reality, you can create interactive
worlds full of gamified, engaging
content that take your attendees
anywhere. For instance, a charitable
event trying to raise money for a
school overseas can use virtual reality
to bring its attendees to that school
and show them a glimpse of the
impact of their donation.
Event planners, marketers, and
product designers now have the
unique ability to leverage this
technology to make their events
more engaging and educational.
And by extending the attendee
reach to viewers at home through
compatible web browsers and apps,
VR has never been more accessible
or powerful.
Read Business Events World
www.the-iceberg.org/newsletter/business-events-world-issue-42/
PCO | September 2018 13Legacy
THE STORY CONTINUES:
Lasting legacy and innovative training
formats boost the second edition
of SIAARTI Academy
IAPCO Member: AIM Group International
The Emergency Medical Training To implement such a demanding
event, hosted on the Island of event, the SIAARTI Academy involved
Lampedusa, engaged the young important institutional partners such
doctors, thanks to a mix of as the Coast Guard, the Italian Relief
innovation, a team building spirit Order of Malta, Civil Protection and
and ethical motivation. 118 (medical emergency service).
The event was again on the island
After the bright success of the of Lampedusa, sadly known for the
first edition last year, the second landings of migrants and the
SIAARTI Academy CREM (Critical management of the related crisis,
Emergency Medicine) event considered as the most suitable place
reaffirmed and indeed multiplied to show the impact of an emergency
on its previous positive results. This situation. Choosing a small island,
complex training event by the Italian usually not considered for congresses
Society for Anaesthesia, Analgesia, and events of high scientific value,
Resuscitation and Intensive Care, has been a way to leave a positive
was held from 20-26 May in legacy on the destination and local
Lampedusa, organised by AIM
Group International, the Core
operators in terms of image,
professionalism and economic
Know Your Facts
PCO of SIAARTI. development. 6 intense days of work;
SIAARTI was eager to find an “SIAARTI Academy is a real training 35 hours of
innovative way to train its young Campus,” says Prof. Flavia Petrini, classroom training;
members and in 2017 decided, with President-elected of SIAARTI, “where
AIM Group, to organise a multifaceted future doctors can face all possible 70 faculty members
event that included classroom intervention situations and deal with (teachers and speakers);
training, interactive sessions, the best technologies while always
hands-on workstations and a maxi maintaining human relationships 22 workstations;
simulation of an emergency situation. with the patients, a skill we teach
Amongst many other accolades, this daily to young doctors. I would like A maxi simulation lasting 10
initiative won the IAPCO Collaboration to thank everyone and in particular hours and involving 300 people;
Award 2017. the citizens of Lampedusa who once
again showed sensitivity to social and 6000 kg of
But that was not the end of the story. health issues and allowed the success transported material.
In the second edition, the number of our initiative”.
of young physicians coming from 39
specialised schools almost doubled
and the outdoor maxi simulation,
with its strong emotional impact,
included, not only a maritime
disaster but also, a huge traffic
accident with the intervention of
rescue helicopters. Young doctors
put in place the skills acquired
during the training week and played
the roles of the victims, the rescuers
and the observers.
14 PCO | September 2018Case Study
LIVE STREAMING
How to multiply an
audience with live streaming
ESH 2018: from Europe to China
IAPCO Member: AIM Group International
At the European Congress on In this way AIM broadened the
Hypertension recently held in potential ESH audience by
Barcelona, a broadcasted session transforming a face-to-face meeting
reached an additional 5000 into a hybrid event, typical of the
attendees from China. digital era. But it was essential
to keep the attention of those
Is event live streaming a new trend? watching their screen resulting in
More and more PCOs are challenged a new challenge which required a
by association clients to reach new well-defined strategy. Three elements
potential delegates, to make their were critical:
conference attendance grow and • a dedicated moderator
to attract sponsors to invest in new • an engaging storyline
markets. • time for interaction. ESH China App
Live streaming is becoming With the spread of broadband cannibalisation of attendees and
increasingly more impactful in internet and 4G smartphones, it allowed them to reach people
conference planning and format. broadcasting live streaming has usually not reached by other
And this is exactly what happened at become one of the means for traditional marketing methods.
the recent “28th European Meeting expanding the reach of meetings Furthermore, experiencing a
on Hypertension and Cardiovascular making them truly accessible. And conference in live streaming
Protection” held in Barcelona 8-11 there is no reason to fear that live motivates, like a teaser
June 2018, an important medical streaming will discourage people advertisement, more people to
congress with a long history and from attending the real-life event. be there the next year: many
a very rich programme. It usually Experience demonstrates that associations reported as much as
attracts more than 2500 international what actually happens is quite 30% of their virtual audience chose
delegates, AIM Group having been the opposite. to attend their physical meetings
its PCO from the outset. the following year.
Associations who proposed live
ith the support of a sponsor
W streaming during their meetings In brief, innovation with a solid
who was willing to open up into have experienced very little strategy is always worth it!
new markets, AIM organised a live
streaming between Barcelona and
Beijing during the presentation of
the new ESH Guidelines. The event
was named “ESH in China” and was
organised in collaboration with the
China Hypertension Alliance. While
the 100 participants gathered in a
meeting room in Beijing could
virtually attend the conference
with the help of simultaneous
interpretation and a moderator,
there were also almost 5000
attendees in China following the
event through streaming. The
numbers were amazing and even
more so when you consider it was
23.00 hours in China!
Streaming Session
PCO | September 2018 15Feature – promoted into incompetence
The art of creating incompetence
By Mathias Posch, President of IAPCO,
President of International Conference Services Ltd.
In 1969 (when IAPCO celebrated its “Every employee rises to their level Companies often create one-
first birthday) NASA, the USA, and of incompetence” – this, in short, is dimensional hierarchies with career
basically the entire world, celebrated called the “Peter Principle” which was paths for employees in which the
one of the greatest achievements of established by Canadian Researcher individual performance in one’s role
mankind – the moonlanding. The Laurence J Peter. Peter looked at is best rewarded by removing that
moment was broadcast around the the dynamics of companies and the person from that role and putting
world so that every person could see hierarchies they created and how them at a “higher” level of the
the greatest scientific achievement people move up the ladder based on hierarchy. The employees
of all time. As a backup to the live their competence in the position they themselves often do not realise that
telecast, NASA separately recorded are currently holding. The problem they are now incompetent and we can
the SSTV signal, which was far supe- however is that the position they get see various methods of dealing with
rior to the lower resolution TV signal. promoted into might require different it: some employees think that they
When some NASA employees tried to abilities than the previous one, simply do not work hard enough and
find the tapes in the early 2000s, they possibly creating an incompetent we see them putting in extra hours
were unable to do so. After months employee. Should the employee rise and working themselves to the brink
of investigation into the matter, it to the challenge in the new position, of a burn out without significant
became clear that the tapes had been they will get promoted again, and results. Other employees start to
accidentally erased in the 80s when again, and again, until they finally distract from their actual work by
some NASA employees deemed them arrive at a level where they no longer focusing on tasks that are more
unnecessary. One of the greatest excel. As we usually do not demote natural to them while ignoring their
feats of mankind was captured on people, the now incompetent actual job. In any case, through a
tape and deleted by an act of utter employee will struggle in the new promotion we managed to create
incompetence. position. In our industry we could an issue rather than moving
have a fantastic Conference our company forward in the
Not a day goes by that we don’t Co-ordinator, who could make an right direction.
experience incompetence around us incredible Conference Manager, but
– in restaurants, at train stations, etc. will utterly fail as an Account Director. One of the traps into which we fall
“How do all these incompetent people The skills of logistical excellence that is that, when we evaluate one of our
get hired” we ask ourselves. Truth be drove them up the ladder are all of a employees for a future position, we
told, they probably got promoted into sudden secondary in a position that tend to look at their performance in
incompetence. requires excellent communication their current job, rather than focusing
and client management skills. on what skills are needed for the new
position. We also tend to look at our
staff from an internal view more than
from a global one – an employee that
is admired by clients and suppliers
due to their problem solving
abilities might not be that popular
with management as they do not
always follow established procedures.
It is a classic case of valuing the
means over the ends.
So how can we avoid applying the
Peter Principle in our organisations?
A few helpful tips come from some
of the most innovative companies:
Apple rotates people around different
projects and departments, allowing
them to showcase different skills and
testing them in different roles before
eventually promoting them.
16 PCO | September 2018Feature – promoted into incompetence
Microsoft has created two streams and with us. Making sure that we
for promotion – a technical stream keep employees happy is key – and
and a managerial stream, allowing the greatest happiness comes from
subject matter experts to move up knowing that one is doing a great job
in a company hierarchy without ever and that one’s contribution matters.
taking on management tasks while Billy Joel said “I am, as I’ve said,
fostering those who have merely competent. But in an age
management skills. And last but not of incompetence, that makes me
least, we need to think about the extraordinary” – having a team full
culture we create in our companies – of competent players will make
how do we reward excellent our companies and IAPCO
performance without moving those truly extraordinary.
A-Players out of their positions?
At the end of the day, businesses like
ours come down to people – we are
as good as the people that work for
ON M-WALKING
Next year will see the 50th Anniversary of the
Moon Walk – when Neil Armstrong landed on
the moon and took those first inevitable steps
with the immortal words “One step for man,
one giant leap for mankind”.
A little different, but Kayo succeeds in her first
attempt at the Marine Walk – not quite a stroll
in the park, but a great adventure! And Kayo’s
immortal words “I am not good at snorkelling,
as I always find it difficult to breathe under
the ocean, but this was so much fun!” - Kayo
Nomura, Congress Corporation, Japan
Within one week of launch of the Not Watch out, Ticky the Turtle will be
Have you made Just a Drop in the Ocean Campaign, making a surprise virtual visit to your
your Ticky the IAPCO received four pledges to make
meaningful changes to start ridding
offices, not only to check that the
pledges are being carried out, but to
Turtle Pledge? the meetings industry of welcome your company, your team,
single use plastic: your stakeholders and suppliers to
the Not Just a Drop in the Ocean
KW Conferences Pvt. Ltd., India campaign! Congratulations to KWC,
CPI, ICMS and Podium for committing
Conference Partners to the Plastics Pledge.
International, Ireland
ICMS ty Ltd, Australia
Podium Conference &
Association Specialists, Canada
PCO | September 2018 17Sustainability - Dubai
Board Game Encourages
Sustainability
Destination Partner - Dubai
Dubai’s hospitality sector is (b) identifying sustainable solutions lead-up to 2020, it is paramount
continuing to coalesce around efforts and optimising the efficiency of those that we continue to implement new
to drive sustainability, with a specially areas; and (c) testing the application and improved measures for Dubai’s
created board game helping to raise of sustainable solutions by calculating fast-evolving tourism and hospitality
awareness among stakeholders. how much water and energy can industry to further reduce excessive
be conserved. consumption and conserve resources
Launched by Dubai’s Department of – particularly in line with the vision of
Tourism and Commerce Marketing More than 630 participants from His Highness, Sheikh Mohammed
(Dubai Tourism) as part of the Dubai over 110 hotels have played the bin Rashid Al Maktoum, UAE Vice
Sustainable Tourism (DST) initiative, Board Game so far during events President and Prime Minister, and
the board game allows participating and roadshows organised by Ruler of Dubai, to transform the
teams to measure the levels of Dubai Tourism. emirate into one of the world’s
electricity and water consumption leading sustainable tourism
in their establishments, and identify “Dubai’s hospitality industry has destinations.”
ways in which they can reduce costs. long been a cornerstone of the
city’s economy, recently crossing the READ MORE https://bit.ly/2P0tsF0
Hotel establishments learn how to 110000-room threshold,” said Yousuf
efficiently measure and reduce Lootah, Executive Director – Tourism www.visitdubai.com
energy through three steps: (a) Development & Investments, Dubai
calculating the current consumption Tourism. “As we look forward to Image above: Sustainability Board
per room and isolating areas that continued capacity expansion and Game Workshop in Progress
are responsible for excessive output; increased visitor volumes in the
ON CONGRESS Unique and eco-conscious congress bags, made using
recycled material, Kyoto style: strips of used kimono
CORPORATION material. No two bags were the same! All the delegates
ON WCP* 2018 had fun choosing their favorite color!
*118th World Congress of Basic and Clinical Pharmocology
18 PCO | September 2018Sustainability - The Rai
WASTE MANAGEMENT
Have you had ‘the
talk’ with your
exhibitors yet?
By The Rai, Amsterdam
READ FULL ARTICLE by Josieke Moens,
Wastemanagement Expert, The Rai
Every event produces waste, with • Stimulate the use of containers, Looking ahead
stand construction and materials bags or sacks to collect waste
being an especially large contributor. separately. At RAI Amsterdam we Collection and separation is great,
Prevention is difficult, but thankfully always provide this option and can but the RAI is already thinking ahead
it is possible to separate and recycle also supply (separated) waste to the next level. Nowadays, recycling
to a great extent so long as you have containers during the event itself. often means something becoming
the co-operation of your exhibitors a material of a lower quality – from
and other partners. We see that • Communicate your policy and wood to chipboard, for instance.
organisers often find it hard to have explain that anyone who leaves We are looking for ways to ‘upcycle’
this conversation and yet it is the best waste behind will be charged for it. material; increasing the quality of the
first step towards a more sustainable Differentiating the costs for separated material so that it can be used as a
event. and unseparated waste is also a good new product. For example: textile
way of stimulating parties to start converted into fibres for new textile,
Waste costs money. It’s as simple separating. or paper/cardboard as the raw
as that. Like every other venue, RAI material for new high-quality stand
Amsterdam also charges for the What to do walls. This demands an even more
waste produced based on a ‘polluter meticulous method of waste
pays’ principle. In this respect, Avoid tricky situations during collection. All the more reason to
separated waste is much cheaper build-up and breakdown when continue to stimulate separating
than unseparated waste as clean identifying unwanted situations waste.
waste streams are a source for new by making clear agreements with
material, contribute to circularity, all parties from day one. What does What you can do today
and are therefore less harmful for this mean for organisers?
the planet. For these reasons, we As an organiser, you can be
stimulate all parties with whom we Apply the three Cs: well-prepared. Discuss the type of
work to separate waste as much as event you are organising and the
possible recognising that many 1. Communicate; Start on time, waste streams you expect with the
organisers already do so. don’t wait until the final briefing one venue at an early stage and draw
week before the build-up, but include up a waste plan together. Clearly
Build-up and breakdown the topic from the very beginning. communicate what you expect of
partners and exhibitors, and help
The build-up and breakdown of 2. Check: Despite good them communicate this in turn
stands produces some 70% of communication, exhibitors or their to their sub-contractors.
an exhibition’s waste. Pallets, suppliers may not be sufficiently
wooden scaffolding, stand walls, familiar with the regulations or
plastic, carpeting, furnishings – most try to work around them to avoid
Convention
is left behind after the event. Making costs. Make sure you check waste Centre Partner
proper agreements with exhibitors behaviour on the floor, especially
prior to the exhibition will allow you during build-up and breakdown. RAI Amsterdam is the latest
to work in a more sustainable and Convention Centre partner
cost-efficient way. 3. Continuate: Keep repeating to support and recognise
and checking. It also helps if you IAPCO members.
• Prevent waste: discuss the option communicate the actual results,
of reclaiming their materials with especially for repeat events, for Thank you and all our partners for
exhibitors, either for recycling or instance by reporting the collection your valuable support.
for reuse. percentages and showing what
happens to the collected materials. iapco.org/iapco-partnerships
PCO | September 2018 19Impact Story
It’s IAPCO’s 50th birthday!
Recognition
To help us celebrate,
share your
we want to hear your
#IAPCOimpact
stories about IAPCO
STORY and its impact on your
career or organisation.
Are you an IAPCO Wolfie (Wolfsberg)
or EDGE alumni? Did taking part in an
IAPCO Education seminar change the
way you work or transform your career?
What does it mean to your organisation
that it is part of the IAPCO network?
Kenes Group Members of IAPCO since 1972
How does IAPCO accreditation
help your business?
What was life like on an IAPCO faculty?
Why is it important that you are
a supporter or partner of IAPCO?
Patrizia and Andre
Faculty members #IAPCOImpact
of Wolfsberg and EDGE Story Pledges at #IMEX18
We want you to get creative so use stories,
add captions to your best IAPCO photos or
send us a video sharing your #IAPCOImpact.
When you’re done, send it to olivia@iapco.org
Social Media
@iapco #IAPCOImpact
20 PCO | September 2018Impact Story
Celebrating IAPCO’s
share your
50th Anniversary
#IAPCOimpact
STORY IAPCO Impact Stories that
changed people’s lives
ANNE WALLIN RØDVEN
Formerly Convention Director,
VisitOSLO – Oslo Visitors &
Convention Bureau Oslo, Norway
“Hi Guys, 2015, a member of the faculty!
This is Anne Rødven from Oslo. their knowledge and expertise to The IAPCO Wolfsberg experience
On the first day of work as the new train an entire industry. It has been affected my years as Oslo
Convention Director for Oslo the only a leading light to me ever since. Convention Director in so many
paper in my inbox was an invitation ways, it was therefore a tremendous
to bid for the Mother /Daughter honour when I was invited some 20
Pageant in 1992 and I said to myself, years later to be part of the faculty
this can’t possibly be what I am going myself. I felt that those before me,
to do here. I didn’t know anything were looking down from the walls
about the job, what I was supposed and I was very humbled to the task.
to do, what was expected of me and I found the atmosphere of Wolfsberg
it seemed nor did the people who much the same but luckily the rooms
employed me. So I had to find out had changed for the better!
a lot of things… and quickly. The seminar has today moved
on in an impressive way impacting
This was January 2nd in 1990 Freshman at Wolfsberg 1990 new generations of meetings
and luckily Øivind Lie, Congress industry players. Good luck
Conference, a local PCO (who the I got to know these people well with EDGE everybody.
following year became an IAPCO and, in the following years, I could
member) recommended that I lean on many of them to enlarge my I would like to congratulate you
join him at Wolfsberg, the IAPCO international network and I did so - all with the 50th Anniversary, by
seminar, three weeks after I started to the extent that some of them thanking all of you good friends and
and it was an epiphany that changed might have found me a bit over-eager colleagues for the IAPCO Experience
my complete insight of the job that and fussy. But hey, I could not let and for being such an important part
I had taken on. Not only did I get to that affect me – it had a great result. of the meetings industry for 50 years.
learn the how’s, the who’s and the Today life begins at 50 or some
why’s of our industry but I learned it I kept the Wolfsberg binder for 25 people say 50 is the new 30 - so you
from the best minds: the legendries years and checked every now and have just started, on the threshold
Geoffrey Smith, Erik Friis, Tony Koesel, again to find out an elegant or of the next 50.
Martin Kinna, Jorge Castex and, of intelligent way to communicate
course, Sarah Storie-Pugh and many different aspects of the meetings
more. It also made a lasting impact industry whenever I would teach Good Luck Guys!”
on me, how these people, all very newcomers which, too, became an
busy people, were willing to share important part of my career.
PCO | September 2018 21You can also read
