Well, first
of all, I’m also guilty of sending out a trend report. True, it is looking a
bit further ahead, but still. We also have a vision on future events and think
it is a view worth sharing. So below you will find the link – just in case J.
However, the
thing I personally like most about it, is the way how we made it. And that is something
worth sharing, too.
In the
meetings industry we are with many different stakeholders. Organizers,
exhibitors, sponsors, convention centers, hotels, cities, planners,
associations - and many more. We all have our goals, strategies, five-year
plans, etcetera. We organize large and small events, meetings for 5 and meetings
for 5000. We are involved in events once a year or every day. So reading all those
trend reports can be a bit daunting. There is so much out there…are all trends
equally important? Will we be left behind if we don’t change according to
latest technology? How do we fit trends into our goals?
At RAI, I
have been making an internal trend report for many years. Using information
from industry associations, economic sources, trade journals, and so on. I read
a lot during the year, and in the summer I combine the main trends that impact
our own company and share them. This
year, we had a different approach. We had several sessions with colleagues from
different parts of the company and discussed the past as well as the future . An
extensive “from….to…..” exercise, combining the energy and knowledge of my
colleagues with their valuable insights from clients and stakeholders:
exhibitors, visitors, organizers, suppliers, builders, local government and so
on. An inspiring track, that in the end
resulted in a clear picture of how we see events evolve. Not by reading the
trends, but by living them.
Some
takeaways from our sessions:
- Take your
time –
most trends do not happen overnight. Distinguish between trend and hype.
- Involve
all –
trends happen on the show floor, as well as in the boardroom.
- Look
beyond your own industry – there are big learnings when looking at your
neighbors.
- Find the
common ground – often trends are part of a bigger change. If
you identify that, you can make better choices.
- Never lose
focus –
always keep your own goals in mind.
- Ask your
stakeholders – they can tell you where they see change and
expect value.
- Make
choices that are fit for you – always translate trends into the shape and
size of your own needs.
- Start
small –
trial and error is part of the game, allow for the experiment.
- Step into
the future! –
because let’s face it, can you do otherwise? I think not. Embracing change
is crucial.
So get all those trend reports and start making them your own. Happy reading!
As promised the link: http://bit.ly/1wFOZVH . Wld be interested in feedback :-)
