Leading Meeting Professionals

Professional Convention Management Association

December 2012

One On One: Robert B. Tucker

By Susan Sarfati, CAE
  • Build in more social networking with longer breaks; mix-and-match icebreakers; spot-me badges that identify attendees with similar needs/interests; sponsored events that mix vendors, existing clients, and new prospects; conversation areas in exhibits; and slideshows with conference pictures. 
  • In a world in sensory overload, sell the need before you sell your conference program. Like movie trailers, provide a picture of the threats, emerging unexpected trends, and short segments from speakers previewing fears and opportunities. Let them know they can’t afford to miss what will be provided. 
  • Spouse and family programs consistently increase attendee loyalty. Provide programming that serves their interests.
For more on Robert B. Tucker, visit innovationresource.com. For more on the Elite Retreat, visit innovationresource.com/2012-elite-retreat.  To watch YouTube highlights from the Elite Retreat, visit convn.org/elite-retreat

Susan Sarfati, CAE, is CEO of High Performance Strategies LLC ( sarfatihighperformance.com), which focuses on organizational assessments, innovative thinking in organizational strategy, leadership and management, moving from ideas to execution, and building a human-focused learning culture. She served as CEO of The Greater Washington Society of Association Executives. She can be reached at susan@ssarfati.com.

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