The meeting industry has positioned itself in a silo, holding on to one singular business model, feeling superior and believing none of the rising digital platforms can compete with real face-to-face interaction. Reality however proves the rise of a different universe of increasing numbers of individuals and businesses learning, networking, selling and buying online. The time has come to recognize the value of these platforms and technology and embrace their potential to reach more people and give meetings and events a more modern interpretation and thus a more valued role in the buying process. The meeting industry needs a new name, one that's no longer based on the fact of developing products and services offered in the containment and limits of a physical building, but rather one that emphasizes the true value of the industry - delivering indepth knowledge, expertise and community leadership for vertical markets and target groups. What should this new name be according to you ?

1. What will be the
new name for the
meetings industry ?

2. Current belief
Industry positioned itself in a silo
Clinging to credo
F2F contact is unique and irreplaceable
Feeling of superiority

3. Current reality
New universe has emerged
Based on internet technology
Plaforms for learning, sharing, disovering,
Networking, selling and buying

4. Current reality
Can platforms compete with F2F ?
Matter of perspective
Fact = clear distinction is fading !
Fact = NUMBERS ONLINE ARE INCREASING !

5. Current reality
FACT
Increasing numbers of people and companies going
online for sales, buying, networking, learning,…

6. Current belief
Hide behind 1 business model
Missing out on vast potential of
online target groups
costs revenue
hinders industry development
supplies disservice to current and
future customers (generation X and Y)

7. Alternative
Invest in strategy not technology
Recognize two dimensional world
offline online
Let go of place and method
for supplying products and
services

8. Alternative
Adopt new metrics
Stop one-dimensional measures
Add new statistics and numbers
Nett surface
# of attendees
# of impressions
# of online attendees
Social network size

9. Alternative
Build bridges
Plaforms & technology exist
Experts exist
Content creation & curation
Online training
Social networks
Mobile apps
Start experimenting
Use strategically

10. Change
USP
Unique Selling
Proposition
Inside concrete building
Offer information
Facilitate networking
Provide sales leads
Indepth expertise
Extended knowledge
Community leadership
on vertical markets and
target
groups
vs.
UVP
Unique Value
Proposition