UNLOCKING COOL - By Jeremy Gutsche, TrendHunter.comT R
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“ways to ruin housework” = 0 results
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IT GETS WORSE!
TOP TRENDS CITED BY MPI MEMBERS 1. Shorter Lead Times 10% 2. More Meetings Being Booked 7% 3. Low Budgets 6% 4. Economic Uncertainty 5% 5. More Web Alternatives 4% 6. High Travel Costs 4% 7. Trying to Get Into the Parties Held by
Las Vegas Meetings
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Meetin’ ain’t easy. You all do a difficult job… but:
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Presentation Notes
When your great-grandfather silenced the piercing bells of his wind-up alarm clock, he savored the delicious taste of Post Grape-Nuts. Prior tothe Great Depression, the only cereal brand that mattered was Post.
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Launched in 1897, the cereal dominated the marketplace leading up to the 1930s.
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A food for ‘thinkers’?
ALARMING FACT: Grape Nuts do not contain: a) Grapes b) Nuts
Presenter
Presentation Notes
When your great-grandfather silenced the piercing bells of his wind-up alarm clock, he savored the delicious taste of Post Grape-Nuts. Prior tothe Great Depression, the only cereal brand that mattered was Post.
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Presenter
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Post cut ad spending… but a hungry tiger lurked about…
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X
Presenter
Presentation Notes
When your great-grandfather silenced the piercing bells of his wind-up alarm clock, he savored the delicious taste of Post Grape-Nuts. Prior tothe Great Depression, the only cereal brand that mattered was Post.
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Chaos = Opportunity
Disney, CNN, MTV, Hyatt, Burger King, FedEx, Microsoft, Apple, Texas Instrument,
20th Century Fox, Gillette, AT&T, IBM, Merck, Hershey's, Eli Lilly, Coors, Bristol-Myers, Sun, Amgen, Autodesk, Adobe, BMC, EA, Fortune
Magazine, GE and HP.
You don’t need people to go to MORE meetings…
…you just need them to go to YOUR meeting.
SECRET #1
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HOW DO YOU MAKE YOUR MESSAGE HEARD AMONGST THE NOISE?
JEREMY PLAYS ON THE
SECRET #2
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@JeremyGutsche
“YOU DO NOT MERELY WANT TO BE THE BEST OF THE BEST...
…YOU WANT TO BE CONSIDERED ONE OF THE ONLY ONES WHO DOES WHAT YOU DO.”
Jerry Garcia…
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ARE TRYING TO DO?
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@JeremyGutsche
9. BE SMALL, BUT CREATE A FAMILY OF ATTENDEES e.g. Hospitality and Design Summit
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7. SOLVE SOMETHING CRITICALLY IMPORTANT e.g. International Marketing Congress in Portugal (a country in crisis)
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@JeremyGutsche
6. MAKE DEALS HAPPEN Connecting Point & Store Point - Dealers pay for store reps & get 20 minutes to pitch them
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@JeremyGutsche
5. ADD PRIVATE WORKSHOPS & LUNCHES Travel Alberta attendees get smaller Q&A sessions. Alberta Economic Development attendees = CEO lunch
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@JeremyGutsche
4. CELEBRATE ATTENDEES e.g. Award Night at Canada Tourism’s eConnect
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@JeremyGutsche
3. FIND A MORE SPECIFIC GROUP The Event Marketing Summit isn’t the best for marketing, but it is the best for Event Marketing
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Come to IIDEX
Come to IIDEX
Come to IIDEX
Come to IIDEX
Come to IIDEX
NEWSLETTER 45,000 Pros
?
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Become relevant Be perceived as being TEAM!
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KEYNOTES &
KEYNOTES &
COCKTAILS
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“What we sell is the ability for a 43 year
old accountant to ride through
small towns and have
- Harley Exec.
@JeremyGutsche
“IT’S NOT THE ATTAINMENT OF THE SUMMIT, IT’S THE STYLE OF THE CLIMB.” - Patagonia (Yves Chouinard)
SECRET #4
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DON’T BOOK BORINGLY BRILLIANT PEOPLE. BOOK KEYNOTES THAT ENGAGE
SECRET #5
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Makes $1,000 Per Minute!
As seen @MeetDifferent
LISTEN? A. 50% B. 25% C. 10%
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Source: Washington Post
WILL EVER BE.
ARE TRYING TO DO?
• DIRECT • Why should I choose you?
• SUPERCHARGED • The ‘I-Have-to-Tell-Someone’ test.
Good Viral
Keynotes & Workshops Innovation, Trends, Strategy, Marketing, Leadership
Jul 27 - Vancouver Aug 11 - Las Angeles Aug 12 - New York Sep 20 - Gatineau Sep 25 - Collingwood Sep 29 - Montreal Sep 30 - Kansas City Oct 1 - Boston Oct 6 - Asheville Oct 9 - Naples Oct 14 - Chicago Oct 21 - Niagara Falls Oct 23 - Palm Springs Oct 27 – Kitchener
Nov 6 - New Orleans Nov 30 - Pakistan Dec 1 - Lahore Dec 6 - Mauritius Dec 7 - Mauritius Dec 8 - Mauritius Dec 9 - Mauritius Jan 26 - New Orleans Jan 27 - New Orleans Jan 30 - Toronto Feb 26 - Banff Mar 8 - Switzerland Mar 16 - Vancouver May 16 - Jasper
JEREMYGUTSCHE.COM
/SECRET/wec
You don’t need people to go to MORE meetings…
…you just need them to go to YOUR meeting.
SECRET #1
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SECRET #2
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@JeremyGutsche
“IT’S NOT THE ATTAINMENT OF THE SUMMIT, IT’S THE STYLE OF THE CLIMB.” - Patagonia
SECRET #4
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DON’T BOOK BORINGLY BRILLIANT PEOPLE. BOOK KEYNOTES THAT ENGAGE
SECRET #5
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WILL EVER BE.
SECRET #7
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Google Images: Housework
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Launched in 1897… Grape Nuts dominated…
A food for ‘thinkers’?
Post cut ad spending… but a hungry tiger lurked about…
Will Keith Kellogg knew change = opportunity
The 1940s, your grandpa and TOASTED CORN FLAKES
Perspective – Crisis can be good
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10. BE THE BIGGESTe.g. World Education Congress
9. BE SMALL, BUT CREATE A FAMILY OF ATTENDEESe.g. Hospitality and Design Summit
8. BECOME A FESTIVALe.g. SXSW
7. SOLVE SOMETHING CRITICALLY IMPORTANTe.g. International Marketing Congress in Portugal (a country in crisis)
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People Paint their Houses with the LV pattern
ING customers blog about why they LOVE ING
Cultural connection = You are on the same team
FOR MEETINGS
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