2. PASSION
IMPACT
INNOVATION

3. $188 B $118 B
Tax Revenue
Payroll for
Income for Federal, Stat
Americans e & Local
Source: Economic Impact of Travel and Tourism

4. PASSIONATE ADVOCATE
“Motivation
determines what you do.
Attitude
determines how well
you do it.”
- Lou Holtz
Retired Football Coach &
TV Broadcast Analyst

5. PASSIONATE ADVOCATE
CHANGING THE CONVERSATION
Changing Our Language

6. PASSIONATE ADVOCATE
rel●e●vant (rel-uh vuh nt)
- adjective
having a direct bearing on the
subject at hand

7. PASSIONATE ADVOCATE
$1.5 Billion
Source: DMAI, as reported by DMAI DMO members

8. PASSIONATE ADVOCATE
CHANGING THE CONVERSATION
About Our Industry

9. PASSIONATE ADVOCATE
1.8 Million Meetings
$263 Billion in Spending
1.7 Million Jobs
Convention Industry Council
Economic Significance of Meetings to the US Economy

10. PASSIONATE ADVOCATE

11. PASSIONATE ADVOCATE

12. PASSIONATE ADVOCATE
CHANNEL
IMPACT

13. PASSIONATE ADVOCATE
DIVERSIFIED
INVESTMENT

14. PASSIONATE ADVOCATE

15. PASSIONATE ADVOCATE
CHANGING THE CONVERSATION
At Home

16. PASSIONATE ADVOCATE
Not-for-profit
is just a tax
status

17. PASSIONATE ADVOCATE
DMOs are
investment
accounts

18. PASSIONATE ADVOCATE
INVESTMENT
FUNDING

19. PASSIONATE ADVOCATE
DMOs import
temporary tax payers

20. PASSIONATE ADVOCATE

21. PASSIONATE ADVOCATE

22. PASSIONATE ADVOCATE

23. MASTERING CHANGE
“What we really need is a
mindset shift that will make
us relevant to today‟s
consumers, a mindset shift
from „telling & selling‟ to
building relationships”
- Jim Stengel,
Former Global Marketing Officer
Proctor & Gamble

24. MASTERING CHANGE
change (cheynj)
- verb
to transform or convert

25. MASTERING CHANGE
rnet Blogs Chain Hits
TV Media Television
Social Networking Lin
FTP Chat Virus Comm
earch GO Enter Portal
Email WEB Desig
king Business Marketing
etwork Spam Forums Do
on Connecting Contact
rdination Sales Follow

26. MASTERING CHANGE
Weeks Days Hours Immediate

27. MASTERING CHANGE

28. MASTERING CHANGE

29. MASTERING CHANGE

30. MASTERING CHANGE

31. RIGHT MARKET SEGMENTS
GOALS
PERFORMANCE METRICS

32. MASTERING CHANGE

33. MASTERING CHANGE
Purchase influences
Highly influential in decisions to purchase a product or service All adults
Word of mouth 54%
Information from a website 47%
Email sent by someone you know 42%
Something you read in an online interview 31%
Something you heard on the radio 29%
Television ad 27%
Something you received in the mail 25%
Magazine ad 23%
Newspaper ad 22%
Online ad 17%
Email sent by an advertiser/company 16%
Informercial 12%
Mobile phone ad 11%

34. MASTERING CHANGE
of all brand conversations contain a
specific reference to marketing or media
as a content source
Source: Keller Fay, base: 162,376 conversations

35. MASTERING CHANGE
of all brand conversations contain a
specific reference to advertising
Source: Keller Fay

36. Gen-Y
MASTERING CHANGE
66% 71%
access news read printed
online magazines
Source: L2

37. MASTERING CHANGE

38. MASTERING CHANGE

39. NEW
ATTITUDES
NEW
FRONTIERS