Our Take on the Association, Meetings & Video Industries

CNTV just wrapped coverage of Global Pet Expo in Orlando, Florida. What a fantastic experience! The pet industry is booming, and Global Pet Expo had their most successful tradeshow in history. Attendance was higher than ever before, and the number of exhibitors was up 10%. The organizers of this show know what they're doing, and it's refreshing to see the optimism in the industry. There was an energy on the show floor that was contagious. Check out CNTV's coverage that is now on the Global Pet Expo homepage. We had the pleasure of interviewing The Dog Whisperer, Cesar Millan; Victoria Stilwell from "It's Me or the Dog", and Bill Klein from "The Little Couple". Check it out.

The CNTV crew just wrapped video coverage for the American Culinary Federation. We produce ACF-TV, and it's really catching on.

ACF has done an incredible job of using video to inform their members, create a new buzz, and generate revenue.

They are selling "Sponsor Spotlights" at regional and national events. CNTV interviews a representative from a sponsoring company, highlights their latest products and services, and distributes the videos to ACF members. It's a great way for sponsors to increase their reach.

Check it out, and let me know what you think.

You've no doubt seen QR codes... you know, those funky looking squares with a bar code inside. They're appearing in newspapers, magazines, even on tradeshow booths. The code links to just about anything you want it to... websites, blogs, marketing material, you name it. QR codes are green, they're hip, and they're growing in popularity in the meetings industry. Our IT experts are encouraging us to use them, so I decided to give them a go, and I thought you might want to learn along with me.

First, I found a blog by Tim Patterson, better known as @tradeshowguy explaining QR Codes. It was very helpful. Tim's blog led me to a search for online companies that generate QR Codes. I tried delivr QR Codes. It was as simple as shortening a URL on bit.ly. You just enter the link, click "generate", and boom. I have a QR code. Here it is:

This code links directly to www.ConventionNewsTV.com.
If you want to make the link... just search the Market on your smart phone for "QR Code Reader", and pick a free one. Once you download the App (I chose QR Droid) you just take a picture of the code, and voila. You're linked. Pretty amazing, actually.

When CNTV works with trade publications to produce video show dailies, we will be incorporating QR codes into the print versions.
The codes will link directly to CNTV videos. It's an amazing way to link print and video. It's also a great way to take people right to promotional videos, and highlights of your event.

You can include QR Codes in emails, post them on your website, and display them at your booth. Mashable recently posted five great uses for QR Codes... Check them out. So, that's a quick summary of QR Codes... how are you planning to use yours??

Very few people would argue that selling is difficult. It's tough to get people to write you a check. If you're in sales... you know what I'm talking about. Companies around the country are coming up with creative ideas to improve sales. Well, how about having other people sell for you? Imagine having people you know ask their clients, references, and friends to sell your product. That's the basic theory behind a new plan by ePro Direct.

PCMA's Convening Leaders never disappoints. The annual meeting for the Professional Convention Management Association is always exciting, educational, and fun. That's not to say that everything goes off without a hitch-- but that's not the idea. PCMA is all about being an incubator for new ideas in the meetings industry. The organization tries new ideas, so meeting professionals can learn from their experiments.

This year's theme was "Meetings Deconstructed". They showed attendees what happens behind the scenes. They explained what was going on, and made the meeting transparent. It worked liked a charm. As an attendee, I felt engaged, educated, and entertained.

PCMA also knows how to take risks. They had an idea for a "Learning Lounge", which included six theatres with speakers all happening simultaneously before the general session. That was scheduled to happen at 700am.... in Vegas. Who gets up at 700a in Vegas? Well... apparently, everyone. It was a huge hit. The amount of energy in the Learning Lounge surprised everyone. I have a confession, we were producing PCMA-TV, and thought we would include the Learning Lounge as a small section of the news headlines that day. Boy, were we wrong. The Learning Lounge WAS the news that day. The energy and buzz was indescribable. The place was packed-- at 700a in Vegas! Even more people were watching virtually as part of the live audience on PCMA 365. Fortunately, we were smart enough to shift gears, and tape our entire news headlines from the Learning Lounge, and interview as many people as we possibly could. It's an idea that meeting professionals will no doubt take back to their own events.

I commend PCMA for involving the right people to ensure success-- Kelly Peacy was a driving force behind the Learning Lounge for PCMA. Freeman Creative made it a reality. Jeff Hurt and Dave Lutz from Velvet Chainsaw booked the speakers. When you put people like that in charge... great things are bound to happen. I also commend PCMA for not being scared to take risks, and try new things every year. This was one experiment, that turned into a wildly successful experience.

The CNTV team is headed to Las Vegas for PCMA's Convening Leaders. We will be producing PCMA-TV to be shown at the annual meeting, emailed to members, and posted online. We are thrilled to be a part of the Learning Lounge this year, and can't wait to bring you highlights from the event. Here's a preview.

It's been awhile since I blogged, but I have a good reason. His name is Luke. I gave birth to the newest member of the CNTV team on October 18th. This is my third child, so things have been a little crazy, to say the least.

Now, I'm back in action, and gearing up for IAEE's Expo Expo next week. It's a little soon to travel, but it's such a great opportunity to see our clients, and meet new people, I just couldn't pass it up. This year, we're producing IAEE-TV!

We're really excited about capturing video headlines from the show floor. Our headlines will be emailed to members every day, and posted on the IAEE website.

Watch for them in your inbox, and if you're going to Expo Expo-- watch for our cameras!

From a business perspective, it might sound crazy to teach other people to do exactly what you do. Isn't that creating competition? Isn't that giving away trade secrets? The answer is yes, AND it's vital to thriving as a business.

This week, my business partner and I will be training print reporters how to do what we do. We are working with a trade publication on how to use video to cover conventions. Some would say we're nuts, because that is what our business model is based on. We both have years of experience producing television news, and that's what our clients hire us to do. If we teach print reporters to produce the videos themselves, aren't we kissing a potential client goodbye? We don't believe so, in fact, we believe we may be creating an entirely new client. That's because we are building a relationship. We are going to their office, and looking forward to showing them how to improve their shooting, how to edit more efficiently, and how to improve their on-air presentation.

I must confess that we would have been leery about teaching other people how to do what we do if we hadn't heard author and PR expert, David Meerman Scott speak a few years ago. Meerman Scott talks about the viral, online marketing, and the importance of letting go of control. You have to be willing to put your knowledge out there for others to learn.

By sharing our knowledge, we build a relationship with this publication. When they need advice, hopefully they will turn to us. If their video production grows beyond their in-house capabilities, hopefully they will call us. The editor has already asked us if they can share our agenda and notes with other publications owned by the same company. We weren't expecting that at all, and it's indirect marketing at its best.

All of that aside, it's also just the right thing to do. If we share our knowledge, perhaps they'll share theirs as well, and we all become a little smarter.

It's amazing who you can meet on Twitter. I've met Event Professionals from around the world, and down the street.

This week, I had the pleasure of meeting Kimberly Button in person. Kim is known as @getgreenbewell on Twitter, and we connected a few weeks ago. To be honest, I had no idea where Kim lived... until she sent me a direct message. We quickly found out that we live minutes from each other, attend the same church, and have several friends in common! We met for coffee, and really hit it off.

Kim had serious health problems growing up, and believes many of them were caused by pesticides in her home. She has a passion for talking with people about how to choose the right cleaners, foods, and disinfectants, to be as safe as possible. The amazing thing is that she does it with a smile, without scaring people. It's just great information, and she has a passion for passing it on. Check out www.getgreenbewell.com, to learn more about her company, Green Well.

Our conversation energized me, and I look forward to seeing her again. Anyone who says Twitter is a waste of time isn't using it properly, it's a great way to meet people around the world... and in your own backyard.

I do think they missed a key, point, however. The video works because it has a message. Old Spice will make your man smell better. There it is, nice an simple. Viral videos are fantastic, but I believe they only truly work if they also deliver a message.

Video of a singing cat may very well be seen by millions of people, but what's the point? If it's nothing more than funny, it no doubt falls flat. The message is key. It needs to be simple, memorable, and something that ignites a call to action. The underlying message from the Old Spice Man is "Buy Old Spice". And indeed, people are.

While people watch the video because it's funny-- they are buying Old Spice because they remember the message. What message do you want to deliver?

I'm reading the book, "Made to Stick", right now, and it's fantastic. Dan and Chip Heath wrote the book to find out why some ideas "stick", and other die. It's fascinating, and their insight can be applied to just about any idea.

Perfection is the enemy of good. Have you heard that one? It’s a well-known quote by French author, Volaire who lived during the early 1700’s. This quote was the topic of a discussion during the recent PCMA Education Conference in Montreal. This conversation wasn’t during a keynote, or a breakout session, but instead over dinner with my business partner. We got talking about out clients, and when we should send them a product to review—should it be “perfect” in our eyes, or just “good enough” to see if they like it. The client is always right, right??

Well, I haven’t been able to stop thinking about this. Is Perfection really the enemy of Good? As we relayed our discussion to one of the leaders of PCMA, he added another thought. Perhaps we should strive for “Optimum”, instead of settling for good, or striving for perfection. AH HA! Brilliant. I like it, and I agree.

As I did a little research about Volaire’s quote. Here’s what I found on www.famous-quotes.net:

The point is more to know when to realize that any additional effort toward improvement would result in a negligible improvement, especially in comparison to the effort required.

When you reach that point… the product is optimum. Perhaps not perfect, but as good as it can be without negligible improvement in comparison to the effort required. For me, that means knowing I have done my best, I have given it my all, and I have maintained the client’s best interests at heart. If we have done that, whether the client likes the product or not, I feel like we have done our job…. We have reached “optimum”.

When is your product optimum? Do you find yourself settling for “good enough”, or striving for perfection?

Turns out I’m a supporting director. Sounds like a category for the Emmies, right? It’s not… it’s actually a leadership style, and just one of the many things I learned about myself at the 2010 PCMA Education Conference. What an incredible experience. About four hundred leaders from the meetings industry all descended on Montreal to network, share and learn.

One of the keynote speakers was Libby Gill, a woman who went from being a struggling actress with one line on General Hospital—to corporate communications at Universal Studios, Sony Pictures Entertainment and Turner Broadcasting. She was also the branding/PR brain behind the launch of the Dr. Phil Show. www.LibbyGill.com

Libby was energetic and fun to listen to, but more importantly, she had an important message about leadership. Not only did she stress the importance of leading at all levels, she told us how important it is to know what KIND of leader you are. Here are four styles, as she described them.

DIRECTOR: Someone who takes control
SUPPORTER: Someone who leads by encouraging others
THRILL-SEEKER: Someone who is creative and has big ideas on the front end
DATA ANALYZER: Someone who leads by using information and statistics

Obviously, no particular style is better than another. Instead, the lesson is about knowing yourself, and perhaps just as important, knowing the style of those you’re trying to lead. I would describe myself as a supporting director because I like try to encourage and empathize with my team members, but if I’m truly honest—I like to be in charge. There are positives and negatives to that. A “director” can get things done, and manage large groups, but the same person can become a pushy know-it-all very quickly!

The secret is knowing your team, allowing them to use their strengths to lead, and striking a balance.

As Libby Gill explained… If you have a new concept, and need to brainstorm—bring in the trill-seekers. Just don’t expect them to stay and clean up after the party! If you need to show a client particular return on their investment—it’s time for the data analyzers to step up to the plate. Don’t let them slow you down, however, when it’s time to implement a new plan. Each style has pluses and minutes. It’s the combination that’s key, and being willing to focus on people’s strengths.

Interesting, I’m a supporting director, and my business partner is a data analyzing thrill-seeker, so hopefully we strike a balance for the people on our team!

What kind of leader are you???

Success often depends on toilet paper and Pringles. At least that’s what Jamie Clarke will tell you about reaching the top of Mt. Everest. The dynamic speaker was one of the highlights at the PCMA Education Conference in Montreal. Jamie did something very few people have been able to do—he stood at the top of the world. After two failed attempts, he made it to the summit of Mt. Everest, just weeks before he spoke at PCMA.

Jamie was amazing. I found myself enthralled with his presentation, both laughing out loud, and feeling the goosebumps as he told stories about his team members who almost didn’t make it home. In the middle of some of the most compelling stories I’ve ever heard, were details about the importance of toilet paper and Pringles.

Whether you’re climbing a literal mountain, or your own Everest, success is in the details.

During one of the failed attempts to the top, Jamie and his team ran out of toilet paper. Can you imagine? It’s 30 below, the wind is howling, you haven’t showered in weeks, you’re eating strange food cooked by Shurpas, and you run out of toilet paper. No doubt that mission is likely doomed. They learned from the experience, however, and packed twice as much during their second attempt to the top.

The second time—they struggled with potato chips. You see, they had packed regular potato chips in small bags, like Lays. It turns out when you’re at 15,000 feet, the air pressure makes the bags (and the chips) explode. Just picture climbing one difficult step at a time, in freezing weather, under the most treacherous of conditions, and having little bombs going off in your backpack. Terrifying. Not to mention the chips were impossible to eat. Pringles, on the other hand, are vaccuum packed. They keep their shape, and as Jamie says, “They have great karma because they’ve been spooning inside the can since they were made!”

Jamie Clarke says they made it to the summit not because of one thing, but because of a 1001 small things. It took teamwork, planning, and experience to make sure those 1001 things went right.

Isn’t that true for all of us? We all have our own Everest—and are constantly working to adjust what’s in our backpack, what tools we bring along the journey, and how we define success once we get there.

My thanks to Jamie Clarke for making the trip to Montreal, after making a trip to the top of the world. All of us us who heard your story are now inspired to climb our own Everests, and to pack toilet paper and Pringles.

Jamie is represented by Keppler Speakers. Check out his bio, and consider booking him at your next event. You'll be inspired!

I read an interesting article in PCMA's Convene Magazine that really got me thinking. It was about Generation Y, or Millennials. The article was not only written by a twenty-something member of Gen Y, but he actually talked TO Millennials, instead of just talking ABOUT them.

I often work with young people from Generation Y, and in many ways, I can relate. I'm on the younger end of Generation X, and because I work with social media, and online technology, I feel connected to the 20-somethings.

That said, if a reference to Styx, leg warmers, or Outback Red should accidentally slip-- I'm completely out of touch. (I'm from one of the many generations that actually went to college without the internet, and grew up without cell phones!)

Anyhow-- the article debunked many of the myths I've not only heard, but I've come to believe about Generation Y. You can read the whole article at http://www.pcma.org/Convene.

It lays out several of the negative myths, along with a new way to look at things. Here are my thoughts based on the article, and the new outlook I'm determined to have.

1. Millennials believe they are "entitled". We've all heard it. This younger generation doesn't appreciate experience, they just think they can graduate, get a job, and become an expert. What I learned is that there's a flip side to this. They do not view themselves as "entitled", as much as they see themselves "motivated". These kids WANT to graduate from college, get a great job, and become a manager quickly. They are inspired to move up, and rarely settle.

2. Millennials all have ADD. You know the type. A twenty-something with an ipod bud in each ear, logged on to the internet, and updating Facebook all at the same time. Many of us would say they just can't concentrate. Many of THEM would say they've mastered the art of multi-tasking. And they're probably right. They've learned how to do many things at once, and are comfortable with constant stimulation.

3. Millennials don't commit. They are constantly on the move, and aren't willing to put in the years needed to become an expert in one particular area. The positive spin on that view is that Millennials are comfortable with change. They are constantly updating software, are not afraid of new technology, and handle new positions with ease.

This isn't just spin... it's a new way to look at the whole generation. I am going to focus on the positive, and work to engage more members of Generation Y in the coming months. I hope they do the same for those of us who grew up with Holly Hobby, Shrinky Dinks and listening to the The Outfield!

I was recently interviewd by Jenise Fryatt from ICON Presentations. Jenise writes a great blog called “Sound “n Sight”. She has solid, practical advice on how to use video & audio technology in the meeting industry. You can see the article here: http://ht.ly/1TjP8

At the end of the interview, Jenise asked me the following question: “If an event planner is considering whether or not to hire a company like CNTV, what questions should they be asking?”

It was a great question, and I thought I would share my answer here on my own blog. I would love to hear your feedback, and any additional questions if you think we missed anything. Thanks!


--How long will it take to produce and distribute the videos? In this day and age, viewers expect immediacy. If it takes longer than a few days, it's old news.


-- Do you charge overtime? Watch for hidden fees. Many production companies charge overtime once the videographers have worked eight hours. (We don't. We believe in setting a flat rate on the front end, and working until the job is done)


--Will I have rights to the video after the event? As the show organizer, you should have all rights to the video in the future. That way, you can use it to promote future shows.


--Who has control over the content? The show organizer should have control over the content, and should be able to review any scripts before they are sent out. If you think of a video team as a "mobile news room", the meting planner should be the "news director".


--May I see samples of your work? It's always a good idea to call a production company's clients... not just the ones listed as references. Ask for video samples, which will identify the client, so you can call the show organizer directly.

Customer Service. It’s a phrase we hear all the time, but last week I had the pleasure of seeing “customer service” in action like never before. We were producing video coverage of Marriott’s “Mastering the Association Meeting Experience” in San Antonio, Texas. Marriott invites their best cutomers to this event each year for education, networking, and to show them what the hotel chain has to offer associations. From the opening keynote, we heard from excecutives talk about customer service being a top priority for Marriott. Let me tell you… they mean it.

I was impressed with every Marriott employee I met. From the woman at the front desk, to the housekeeping staff, to the general manager. They all said “hello”, smiled, and were ready to answer any questions. The waiters in the restaurant were helpful, and observant. They didn’t interrupt when we were in the middle of a conversation. Every associate was knowledgable, and went out of their way to help. When we asked where something was… they actually walked us there! It was truly “customer service” at its best.

This hotel chain also “walks the walk” when it comes to appreciating their associates. One of the vice-presidents explained that in the past year they have continued to offer health benefits to employees who only received 30 hours a week. That cost the company $1 million a month. When a company puts their wallet where their mouth is, they really mean it. There was also an emotional moment during the final general session. Executives on stage said “thank you” to all the associates who worked at the JW Marriott in San Antonio where the event was held. They formed a line at the back of the ballroom, and all walked on stage to shake their bosses hands. Music played, and the crowd gave them a standing ovation. I have no personal ties to Marriott, or any of the employees, and it was touching.

It just goes to show you that it’s not always easy to “walk the walk” when it comes to customer service. It takes focus, training, and often a financial investment. Regardless of the cost, it's worth it in the end. Just ask my new friends at Marriott.

My husband and I recently took our kids to a hotel in Orlando for a "stay-cation" close to home. When we walked into the lobby, there were homemade chocolate chip cookies fresh from the oven! The smell was fantastic, and my kids faces' lit up like you wouldn't believe. Our short vacation started off with smiles, and I was immediately in a good mood. It's amazing what a big difference something as small as chocolate chips can make! From the hotel's point of the view, their return on investment was huge. We were satisfied customers for the cost of a cookie.

Call it "Marketing 101".

When was the last time you were inspired? For me, it was at the Call to Hope breakfast for Shepherd's Hope. This organization provides free medical care for the working poor in Central Florida. With so many people out of work, and without health insurance, the need is greater than ever.

April 19, 2010

We have been following the unprecedented events that have forced the closure of European Air space. In our community, we have stranded travelers that have been trying to return home since Wednesday, April 14.

The Orlando/Orange County CVB would like to ask for your cooperation in assisting European travelers, by offering discounts and free admission to any United Kingdom, Irish or Continental European tourists stranded in Florida due to the interruption in international air travel caused by Icelandic volcanic ash.

Please consider offering discounts to these stranded visitors. Your help will go a long way in showing our compassion and customer service.

As proof of travelers being affected, you can ask to see their return flight ticket from Wednesday, April 14, 2010, through Wednesday, April 21, 2010, or until normal flight schedules resume.

Please reply to this communication stating what your hotel / attraction / restaurant can offer. The Orlando/Orange County CVB will communicate the information you provide to European tour operators, airlines and provide a special section on our Web site with the information.

Please send your special offer to brian.martin@orlandocvb.com.

Thank you for your help and assistance.


Warm Regards,

Gary C. Sain
President & CEO
Orlando/Orange County Convention & Visitors Bureau, Inc.

If you’re a show organizer, it’s possible your entire annual budget is determined by the attendance at your annual event. That’s why it is so important to “fill the seats”, and video can help you do that.

Think about it. Imagine logging onto a website about a beach. You see paragraph after paragraph describing the sand, water and sun. There are even a few great still pictures. You might wish for a day off on the coast, but you aren’t rushing to Expedia to book your tickets.

Now imagine video of that beach scene. You’re blinded by the bright sun, you hear waves crashing on the shore, and you can almost smell the sunscreen. Jimmy Buffett music is playing in the background, and you can hear the voices of people who are having the time of their lives. Suddenly, you’re ready to book the next flight to the Caribbean.

You can put the same convincing power of video to work for you. Promotional videos encourage people to attend your annual event. When other people hear their peers talking about how the event boosted their business, and they see results, they are more likely to attend.

Here are a few tips:

-- Be Specific

Be specific, tell the viewers how this year’s event is different. Let them know what’s available, and how they will personally benefit. In fact, be VERY specific. Who is speaking? What are their topics? What current issues will be discussed? What tactical lessons will an attendee learn? Perhaps most importantly—what makes this year’s meeting different from last year’s. Many potential attendees will have to justify the cost to their managers, so you need to explain exactly what they'll be getting for the money they'll spend.

-- Use Your Assets

If you have video of past events-- excellent. If you don't, a good producer can work with still pictures and graphics. You can click here to see an example for the Professional Convention Management Association (PCMA) that incorporates graphics and testimonials from PCMA members and leaders. You can see an example here from the American Culinary Federation (ACF) that uses graphics, video and voice track. Click here for an example for the National Council of Research Administrators (NCURA) that incorporates a television professional on camera. This association only had still photos of past events, but the music, voice track and graphics bring it to life.

-- Distribution is Key

Once the video is created, distribution is key. It should be on your home page, but take the extra step. Email it to your database. Reach out to them, don’t just expect them to come to you. Also, make sure to include a link to the registration page embedded in the video, so it’s easy for viewers to sign up. Consider posting the attendance-building promotional videos to social media networks. If your members are on Facebook, post it to your page. If they are twitter fans, tweet a link.

Well-produced videos can generate a buzz, and in turn, generate people at your next event. Put the power of video to work for your organization.

My grandfather was an incredible man. His name was Bob Hayes, but we all called him “Bop”. He was a business owner, worked undercover on the Manhatten Project, and was married to the same woman for 62 years. He died last week just the way he lived… peacefully, mentally sharp as a tack, and without being an imposition on anyone. He was 96 years old. Time and time again, we heard the same words used to describe him: Kind, Honest, Stable, Respectful and Faithful.

It occurred to me that the lessons I have learned from him over the years not only apply to family and friends, but to business too.

Be Kind. Bob Hayes was a soft-spoken, caring man. He was gentle, and rarely raised his voice. It seems we should all work a little harder to be that way in business. There is no need for yelling, rudeness, or cut-throat attitudes. The more we help others, the more help will come back to us in return. We’re all in this together, aren’t we?

Be Honest. If you told my grandfather a secret, he took it to his grave. He was trustworthy. He believed in the “gentlemen’s handshake”, and if he said he was going to do something—you could consider it done. I believe that colleagues and customers deserve the same honesty. If a company makes a commitment… the goal should be to overdeliver, not look for ways to cut corners. Being honest in business means being transparent, and being up front about prices, deliverables, and deadlines.

Be Stable. My grandfather’s emotional range wasn’t exactly huge… he never got really excited, and never got really depressed. He was stable. You always knew what you were going to get. Perhaps stability is more important now than ever. Do you customers always get the same service? Does your service always meet the same standard? Companies need to be stable, especially during these uncertain economic times.

Be Respectful. There were a lot of people who disagreed with Bob Hayes, but many of them were his friends for more than five decades. If he had a contrarian point of view, he wasn’t afraid to share it… but he always respected the other person’s opinion. He never tried to convince someone they were wrong, or raised his voice to prove his point. He just respectfully agreed to disagree. Wouldn’t it be a better world if that were the case more often than not?

Be Faithful. In my grandfather’s world, having faith meant having faith in God. He believed in the Lord, and read the Bible often. His faith meant the world to him. But in addition to that, people had faith in him. He sold Penn Real parts for decades, and his customers rarely went anywhere else. They knew he was dependable, and they knew they were getting a fair deal. He was faithful to his wife, to his friends, to his colleagues, and to his customers.

The lessons I learned from Bop were important when I was young, and they are important now. I hope his qualities live on through those of us knew him, and those of you who know us.