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EEAA 2015 WELCOME RECEPTIONTuesday, 1 December 2015Royal Randwick, Alison Road, RandwickStarting at the Owners Pavilion and continuing at The Stables

The Exhibition and Event Association of Australasia (EEAA) kicked-off the Annual Conference and Awards Night with a special Reception held across two venues at Royal Randwick. EEAA guests had the privilege of visiting the stylish Owners Pavilion and The Stables. These two premium locations provided an ideal networking environment for EEAA Members from across Australia and New Zealand.

The evening was generously sponsored by International Convention Centre Sydney (ICC Sydney) and Sydney Exhibition Centre @ Glebe Island (SEC@GI). Our guests were able to hear an update from Beverley Parker, Director of Business Development, about the construction of ICC Sydney. Beverley proudly informed attendees that the venue is on target for completion in December 2016 with test events starting from September.

Malu Barrios, General Manager, SEC@GI, said she was proud of what her team had achieved for their clients and looked forward to another successful year at “the island”.

EEAA thanked host venue Royal Randwick and especially Jimmy Busteed and his team for the professionalism and warmth they had extended to the EEAA community.

Entertainment was by The Michelle Martinez Trio. It provided a sassy mood for the evening, perfectly fitting the balmy summer evening and views across the Sydney city skyline.

Welcome Reception sponsors ICC Sydney and the SEC@GI team.

Beverley Parker provides an update on ICC Sydney.

Jimmy Busteed tells the crowd about the Owners Pavilion.

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We thank our Welcome Reception Partners

Images by Alex Carlyle Photography - See more images at eeaa.com.au

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REGISTRATION PARTNER AV PARTNER

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EEAA 2015 CONFERENCEWednesday, 2 December 2015Doltone House - Darling Island Wharf48 Pirrama Road, Pyrmont Point

The EEAA 2015 Conference was held on Wednesday, 2 December 2015 at Doltone House – Darling Island Wharf, Sydney. Food journalist and events director, Joanna Savill, hosted the Conference with key themes around: Marketing and the “connected customer”, marketing analytics, marketing to younger audiences, issues and reputation management and successful government and business partnerships.

The Conference was opened by EEAA President, Domenic Genua who welcomed guests from around Australia and New Zealand. He said he was proud of the Association’s achievements in 2015 and pleased to have welcomed new members.

EEAA Chief Executive, Joyce DiMascio delivered an upbeat opening address, calling on EEAA Members to seize the opportunities presented by the “new” business and political environment.

“Every person in this room, no matter their title, has the opportunity to make a difference whether it is as a team leader, project leader or company leader.”

EEAA Conference Host, Joanna Savill.

Power-broker and political leader, Kate Carnell, ACCI CEO.

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CONTENT HIGHLIGHTS

The conference included case studies from inside and outside the exhibition and event sector. The aim was to give delegates the opportunity to learn from successful strategies adopted by other industry leaders.

Marketing theme: Paul Greenberg, Chief Executive Officer, NORA The Voice of New Retail“Getting to the heart of the connected customer”Paul kicked off the day with an entertaining look at how to capture the heart and mind of the digitally savvy, but emotionally hard-wired customer.

Ben Sharp, Managing Director (Australia and New Zealand) AdRoll“Marketing Analytics: how to maximise your reach with innovative marketing tools”Ben discussed how to utilise “re-targeting” in your marketing strategy and the importance of tracking results if you are using multiple channels. He stressed that mobile is an increasingly important marketing medium with “email” forecast to become a leading channel for engaging customers.

Joanna Savill, food media expert and Fairfax Media’s former Good Food Month festival director“Case study 1 - Food (Festival) Fever”Joanna delivered a case study on the success of Good Food Month festival. She described her six favourite “f” words – fun; feed; feel-good; fascinating; fantastic; fan-tasy. She cautioned to be wary of content without purpose and stressed the importance of producing quality journalistic content.

Fiona Lake, Marketing Manager, triple j“Case study 2 - Marketing to younger audiences - winning their hearts, minds and loyalty.” Fiona delivered an outstanding case study on how triple j has re-engaged its listeners. She said they apply the following:- Building the brand beyond being a radio station.- Be a trusted voice for young Australia.- Speak to people in their space and consider the tone and language of target market.- Instagram is the big winner this year.- A “social first” strategy.- Distribution is as relevant as content.

Paul Greenberg opens the EEAA Conference.

Ben Sharp - super sharp on analytics.

Fiona Lake targets younger audiences successfully.

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Kate Carnell AO, Chief Executive Officer, Australian Chamber of Commerce and Industry (ACCI)“Successful business and government partnerships”EEAA was honoured to have Kate Carnell present a keynote address. Kate welcomed the partnership with the EEAA and the important role that exhibitions play in stimulating business. She provided valuable tips on working with government.

“When we go to Government, it’s not about having a shopping list, it’s about win-wins.” she said.

https://www.acci.asn.au/news/australia-should-look-asia-exhibitions-and-events

Crisis and reputation management:Olivia Wirth, Group Executive Brand, Marketing & Corporate Affairs, Qantas“Issues and reputation management”Olivia Wirth delivered an outstanding presentation on the complexity of managing the Qantas brand. She outlined the core principles that guide the Qantas approach to reputation management. With crisis coverage so immediate through social media, Qantas have a well-researched and well-practiced risk management system. Transparency and trust are becoming increasingly important, she said. Her advice was to “get out in front – it’s the best way to control a conversation”.

Kate Carnell stresses industry must present “win-wins” to government.

L-R: Nathan Burman, Nicole Browne and Olivia Wirth on issues management.

Olivia Wirth tells the Qantas story on brand and reputation management.

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Panel discussion: “Crisis management as part of a risk strategy”. Nicole Browne, Director, Media OppsNathan Burman, Head of PR And Communications, Twitter Australia, Olivia Wirth, Group Executive, Brand, Marketing & Corporate Affairs, Qantas. The panel discussed the importance of establishing a chain of command in situations of crisis management, and introducing the communications team early in the process. The panel discussed how to build your brand reputation and advised to identify those who are active on social media as they will help you amplify your message.

Rick Merten, Founder & Managing Director, Permission “Is your digital and relationship marketing fit-for-purpose?” Rick Merten delivered a practical, step-by-step framework on how to develop a marketing strategy that supports the buyers’ journey. He discussed the stages of “awareness, interest and consideration” and the importance of a focused strategy.

Rick’s background in the exhibition industry guided the framing of his excellent presentation.

A FOCUS ON OUR YOUNG STARS

Meet the Richard Geddes Young Achiever Nominees Stephanie Bleakley, Diversified Communications AustraliaDaniel Condon, DesignteamMillie Heslop, Exhibitions & Trade FairsNikki Witman, Diversified Communications AustraliaEEAA attendees heard from the four Young Stars in our Association who had been nominated by their employers for the EEAA Richard Geddes Young Achiever Award for 2015. Joanna Savill interviewed each candidate ahead of the Awards for Excellence presentation ceremony.

EEAA Young Stars Professional Development WorkshopFacilitated by Felicity Zadro, Managing Director, ZadroThis intensive workshop equipped our Young Stars with vital skills for holding their own in business dealings, public speaking and how to deliver a pitch.

Rick Merten with some practical marketing advice.

2015 Richard Geddes Young Achiever Nominees.

Felicity Zadro workshops presentation training for EEAA Young Stars.

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Images by Alex Carlyle Photography - See more images at eeaa.com.au

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We thank our Conference Partners

The conference of the Exhibition and Event Association of Australasia.

EEAA 2015 Conference EEAA 2015 Young Stars Professional Development Workshop

Wednesday, 2 December 2015Doltone House - Darling Island Wharf Pyrmont, Sydney

EEAA 2015CONFERENCE

Challenge your thinkingPrepare for changeDiscuss ideas with industry peers

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