Many American consumers have internalized the recession experience. Traditional assumptions underpinning consumer, meeting attendee and event professional segmentation are no longer valid. Discover how meeting professionals are adjusting their event planning strategies to the "New Normal" and what you can do to attract emerging post-recession consumer, attendee and event professional segments.

3. 3

4. 4

5. New Normal
Decitica Research

7.  20% of population
 6 in 10 women
 Fewer Gen X & Gen Y

8.  20% of population
 6 in 10 women
 Fewer Gen X & Gen Y
 Already considered
tightwads
 Most difficult to
market to

9.  29% of population
 6 in 10 women
 Primarily Gen X
 Forced frugality
 Challenging group
to attract

10.  29% of population
 6 in 10 women
 Primarily Gen X

11.  29% of population
 6 in 10 men
 Over represented by people in 60s

12.  29% of population
 6 in 10 men
 Over represented by people in 60s
 1/3 HHI > $75K
 Best group to
market to

13.  22% of population
 Slightly more women
than men
 Gen Y
 Indifferent
 Attractive target for
youth market

14.  22% of population
 Slightly more women
than men
 Gen Y

15. What Does This Mean To You?
• Steadfast Frugalists
• Involuntary Penny Pinchers
• Pragmatic Spenders
• Apathetic Materialists

16. 10 New Normals
The impact of the new normal on meeting
and event professionals

24. • Price Integrity
• Rate Transparency
• Less Brand loyalty

26. • Online footprint
• Social media
interactions
• B There B4 the Sale
• Geo-location

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

29. Incentive Research Foundation Pulse Survey Report, 8/2010

30. • New Competitive Set
• Packages

31. • RFP Overload
• Grids
• Selling brass &
glass
• More small biz

34. 34

42. Over Incentive Travel
Incentive Research Foundation Pulse Survey Report, 8/2010

43. SMM

44. decisions about

46. 19. Successful Shows

49. 49

53. • Technology
infrastructure
• Systems of record vs.
systems of engagement
• Helping your customers
reach their customers
beyond four walls of
venue

55. Conduit For

56. To Plan For
Mature: 6-10 yrs

57. Formal & Informal
Novice workers Mature (5-10 yrs) Experienced >10 yrs
Directed Self-Directed Helping Others
Class Discovery Coaching
Course Searching (Google) Mentoring
57
Source: Jay Cross’ Working Smarter

58. Formal & Informal
Novice workers Mature (5-10 yrs) Experienced >10 yrs
Directed Self-Directed Helping Others
Class Discovery Coaching
Course Searching (Google) Mentoring
Lecture Trial-and-error Storytelling
Test/Exam Collaborating Giving Feedback
1 Right Answer Asking Nurturing
58
Source: Jay Cross’ Working Smarter

59. Formal & Informal
Novice workers Mature (5-10 yrs) Experienced >10 yrs
Directed Self-Directed Helping Others
Class Discovery Coaching
Course Searching (Google) Mentoring
Lecture Trial-and-error Storytelling
Test/Exam Collaborating Giving Feedback
1 Right Answer Asking Nurturing
Curriculum Skimming Modeling
Listening Observing Reflecting
Instructions Conversing Connecting
59
Source: Jay Cross’ Working Smarter

61. 61

62. 62

64. Threat or Opportunity

74. 74

75. • Steadfast Frugalists
• Involuntary Penny Pinchers
• Pragmatic Spenders
• Apathetic Materialists

76. 76

78. To expect a normal
recovery cycle,
whether it is corporate profits or lending or
consumer spending or capital investment, or
pick the category—increased meeting
attendance, or association growth, or…
is just not
reasonable.
~ Don Reynolds, Economist
21st Century Forecasting

79. Planning Meetings & Events…
Not A Piece Of Cake
79

80. Adult Ed & Meetings
80

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83. jhurt@velvetchainsaw.com
velvetchainsaw.com
@JeffHurt
83