MAY 2017

ConventionSouth magazine is the leading resource for meeting planners who book all types of events, conventions, conferences and group travel in the south.

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M A Y 2 0 1 7 ⎜ ConventionSouth ⎜ w w w . c o n v e n t i o n s o u t h . c o m 9 Convention Industry Council Rebrands to Become the Events Industry Council On April 26, the Convention Industry Council (CIC) announced that it had changed its name to the Events Industry Council and revealed its new logo. According to Susan Robertson, CAE, Events Industry Council Chair, the organization conducted a rigorous process to understand the needs of all organizations represented and recognized that the value and relevance it provides to its members is being the global champion for event profes- sionals and event industry excellence. "As the leading organization representing the wide variety of pro- fessions and professionals in the events industry, the board of directors recognized a need to refresh and refine our brand to better serve our members and members' constituents," Robertson said. "Guided by a highly-skilled brand task force, the process has been incredibly thorough. We reached out to leaders and influencers on a global level to ensure everyone was aligned with the direction of the council." The Events Industry Council, which has 33 member organizations rep- resenting more than 103,500 individuals and 19,500 firms and properties involved in the meetings, conventions, and exhibitions industry, will continue to power the Certified Meeting Professional (CMP) program, driving and advancing the education, certification and professionalism of the industry, according to Karen Kotowski, CAE, CMP, President and CEO, Events Industry Council. The new brand also includes signature programs which represent key initiatives of the organization, allowing the organization's resources to be fully optimized. The focus will be on: Sustainability, Industry Insights, Knowledge, and Leadership. Core activities captured within the signa- ture programs include Green Meetings (Sustainability); APEX Standards, Economic Significance Study (Industry Insights); Webinars, Certificate Programs (Knowledge), and Hall of Leaders, Pacesetters, and Council Meetings (Leadership). n A gap exists between what event sponsors want and what event organizers can deliver, accord- ing to a recent report from ACTIVE Network | Virtual Event Bags (VEB), a mobile responsive website that provides solutions aimed at help- ing event attendees and sponsors to engage in a scalable, measurable and flexible manner. In a 2017 Sponsorship Engagement Survey, ACTIVE Network | Virtual Event Bags sought to study what event organizers and planners are currently doing and how they could improve their processes to provide tangible return on investment (ROI) and make event partnerships more appealing for their sponsors. The study incorporated findings from Independent Evaluation Group (IEG), a global authority on sponsorship and a provider of sponsorship resources. According to IEG's 32nd annual year-end industry review and fore- cast, while steady spending growth is expected in 2017, brands and corporate marketers are growing more selective in their spending and taking a more cautious approach to partner- ships. So, while spending overall is increasing, securing additional dollars for partnerships has become increasingly challenging for event partners. "Indications are that, moving forward, it might be harder to land sponsors, but once event directors build the benefit of their event and sign sponsors, those sponsors will have more money to invest," the report concludes. Among the key take-aways: 42 percent of sponsors are looking for measurable analytics that go above and beyond the typical impressions/reach previously used to justify the partnership. And since nearly 70 percent of event producers don't have a consistent, standardized way to measure the impact and effectiveness of a sponsorship, they're unable to deliver the data they need to secure the sponsors they want to work with. Conference organizers need a way to measure (both qualitatively and quantitatively) the ROI and ROO (Return on Opportunity) sponsors can expect from their partnership. Without the right data, they put their partnerships at risk. Event or- ganizers struggle to manage their digital campaigns and deliver the metrics they need to satisfy their sponsors. They need new tools to meet demand, but those tools need to be easy to use, easy to understand, and able to work with their current technology. n New Report Examines What Event Sponsors Want of sponsors are looking for measurable analytics that go beyond the typical reach 42 % Source IEG/ESP Properties 2015 & 2016 Sponsorship Decision Makers Survey Sponsor-Desired Assets Category Exclusivity On-site Signage Digital/Social/Mobile Presence Right to Property Marks/Logos Access to Property Content Tickets & Hospitality Access to Property Mailing List/Database Broadcast Ad Opportunity Title of Proprietary Area Right to Promote Co-branded Product/Services 0% 10% 20% 30% 40% 50% 60%

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