INTERCOM Designed and Edited by Alvalyn Lundgren | Alvalyn Creative
VOLUME 111 | September/October 2014
EDUCATION
2014
Weekend Educational Summit September 12-14, 2014
Multitasking
Myths, realities, insights and best practices PAGE 9
Tech Talk
Social strategies for events are different than marketing PAGE 5
Picture Perfect
Solvang and the Santa Ynez Valley as a meeting destination
MPISCC’s Weekend Educational Summit is a prime opportunity to experience our chapter as an active community, and to catch up with colleagues and friends. WES not only provides vital education for professional development and certification, it creates opportunities for life-long connections. CONTINUED ON PAGE 2
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Meeting Professionals International | Southern California Chapter
WES continued
In addition to our keynote speaker, veteran meeting planner and corporate trainer, Shawna Suckow, CMP, who you read about in the July/August 2014 Intercom, you will benefit from the knowledge and experience of members of our own chapter and other industry pros. Here are some of the educational highlights to look forward to. Bridging the Generation Gap in the Workplace and at Meetings presenters
Joe Martin | Partner, BDI Events, plays an integral part in the development and design of special events and conferences. Prior to working in the meetings industry, Joe worked for the Academy of Country Music as a Logistics Coordinator for the 2008 Academy of Country Music Awards, and several entertainment award shows. He currently serves as the Special Education Director on the Board of Directors for MPISCC. Whitney Wilson | Eventive Group received her BS Degree in Event Management from the University of Central Florida. She has been in the meetings industry for six years and a member of the MPISCC for 2 years. She chaired the Weekend Educational Summit in 2013. In 2014, Whitney was named to Collaborate Magazine’s 40 under 40.
Wi-fi Know-Why: Internet and Bandwidth for Meetings The Future of Your Meetings in 2014 & Beyond presenter
Midori Connelly | Principal, AVGirl Productions, provides green AV prodution support to meetings and events for clients around the world. She recently appeared in Wired Magazine, is recognized as a Platinum Speaker by MPI and a Best-in-Class Speaker for Professional Convention Managers Association. Midori has been named to the Most Innovative Event Professionals by BizBash Media and to 40 Under 40 for both Collaborate and Connect Magazines. She is the advice columnist for PlanYourMeetings.com, peer-elected Chair of the Infocomm International Rental & Staging Council, and is the only woman to serve on InfoComm’s first-ever Green AV Task Force. #MeetingsAdvocacy: A Voice For Our Industry
ACCOMMODATIONS ACCOMMODATIONS Meeting Planner Rooms: COMPLIMENTARY! (Only if you register by August 1 via CVENT.) Meeting Planner Rooms after 8/1: $59/night Meeting Supplier Rooms:
$149/night
Our goal is that as many of our chapter members are able to attend as possible; and we secured reduced room rates presenters and kept the registration fees the same David Anderson, CMP | Partner, Eventive Group has 13 years in the as last year. meetings industry, with strengths in lo- WES REGISTRATION gistics and scheduling. He was MPISCC Member Planner Early Bird: $100 president in 2013-14 and was named until August 1): Lane West | MPI Previously MPI’s one of Collaboate Magazine’s 40 Under Member Planner Standard: $125 Member Services Specialist, Lane is 40 for 2013. $200 currently on the Events team within Stephanie Starr, CMM, CMP, | Non-Member Planner Early Bird: MPI as Event Specialist. Lane assists in namast(E)events develops inventive Non-Member Planner Standard: $225 planning and organizing various events meetings, incentive programs and Member Supplier Early Bird: $175 within MPI’s live event portfolio. special events for financial services Member Supplier Standard: $200 Audra Narikawa, CMP | Capital Group firms, high tech firms, publishing corNon-Member Supplier Early Bird: $275 is the Senior Manager and Vice Presi- porations, and non-profit organizations. She is of Chair of MPISCC’s newest Non-Member Supplier Standard: $300 dent for Capital Group. She received a BA in Psychology at the University of committee, Advocacy. Member Student: $75 California, Los Angeles and returned to Non-Member Student: $125 earn her M.B.A. at the Anderson Gradu- The breskfast keynote speaker is Jay Member Supplier Tabletop: $550 ate School of Management. She served Gubrud, a performance improvement (Includes one registration) coach, speaker, trainer, and author. for 7 years on the MPISCC Board, inNon-Member Tabletop Exhibit $750 cluding chapter President, and is cur(Includes one registration) rently serving a 3-year term on the MPI REGISTER for WES via Cvent at: International Board of Directors (IBOD). http://bit.ly/1B4bCEE 2
INTERCOM | Volume 111 September/October 2014 PRESIDENT’S PAGE
Turn Summer Refreshment into Fall Engagement by Beverly Laing, CMP | Russell Harris Event Group
S
I was fortunate to attend MPI’s World Education Conference, held in Minneapolis, August 2-5. Along with many other Southern California Chapter members, I returned with a renewed level of education and great ideas to take our chapter to the next level.
eptember brings an end to summer and vacations and a return to our professions. I hope your summer was filled with great memories and renewed spirits. As we begin our new fiscal year, I would like to share with you some new initiatives already in place:
I look forward to connecting with you at our own Weekend Education Summit (WES) on September 12-14 at the beautiful Omni Rancho Las Palmas in Rancho Mirage. Our team is doing an outstanding job in planning this exciting educational event. A few of the highlights are: Meetings 3.0: Enough’s Enough! No More Fluff or Boring Stuff with Shawna Suckow, CMP as the Keynote Luncheon Topic, as well as a CMP Preparation course led by Libby Zarrahy, CMP and Haley Powers, CMP. If you miss it, you will really regret it, so be sure to make your reservations today if you haven’t already made them. Check out the preview article starting on pages 1 and 2 for additional details about speakers and educational session topics.
The Chapter’s Golf Tournament and Wellness Day in June was a huge success, and I extend my appreciation to the Golf Committee for its dedication and commitment. Our Membership Team is committed to fully engage our new members in order to enhance the MPI experience. The Education Committee is continuing to enlist pioneering speakers, so please keep an eye on our website calendar for updates. We also encourage you to be part of one of our teams. Not only is it a good way for you to become involved and form valuable alliances, it is fun, and you make new friends and, at the same time, continues the advancement of MPISCC. This is our personal invitation to you to be on the team…whether it be Communications, Sponsorship, EdCon, Fundraising, or wherever you see yourself, we would love to have you onboard.
Happy September! Beverly A. Laing, CMP MPISCC 2014-20145 President
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Meeting Professionals International | Southern California Chapter MPISCC
Officers & Directors 2014-2015 President Beverly Laing, CMP, CTC Russell Harris Event Group 818-760-6779 President Elect Mariles Krok, CMP Los Angeles Tourism & Convention Board 424-731-7781 Immediate Past President David Anderson, CMP Eventive Group 562-438-4834 Vice President of Communications Laura Bergerson, CMP Laura B Events 562-234-8819 Vice President of Education/Programs Nicole Newman Searchwide 951-640-3745 Vice President of Finance Amy Zelinsky, CMP A to Z Special Events 818-646-3445 Vice President of Leadership Development Joe Marcy, CMP Westin Long Beach 310-748-3075 Vice President of Membership Christine Hartman Ice Hat Creative 310-601-0695 Directors Awards and Recognition Shelley Grey, CMP Trust Company of the West 213-244-0579 Fundraising and Strategic Sponsorship Joe Martin BDI Events 323-692-0802 Marketing, Publications and Advertising Jane Mato, CMP Hilton Waikoloa Village 310-523-3896
MPISCC MONTHxMONTH SEPTEMBER Weekend Educational Summit September 12-14, 2014 Omni Resorts Rancho Las Palmas Resort & Spa Rancho Mirage, CA #WES2014 PAGE 1
Monthly Programs Carlos Murillo Harrah’s Rincon Resort 760-751-3219 Professional Development Bryan Quinan, CMP Milken Institute 310-570-4638 Public Relations and Media Meredith Delfosse Crown Plaza Hotel Beverly Hills 310-651-3251 Special Education Mai Hogan Luxor & Excalibur Hotel & Casino 702-262-4824 Special Events Michelle Thornton, CMP NBDUniversal 818-777-6044 Strategic Sponsorship Shang Hur HelmsBriscoe 310-562-0622 Executive Director Debbie Hawkins, CAE, CMP 805-449-9111
Managing Editor/Design Director Alvalyn Lundgren | Alvalyn Creative alvalyn@alvalyn.com 805-857-7981 Contributing Editor Laura Bergerson, CMP Contributors Laura Fath, CMP Elizabeth Glau, CMP Kirsty Spraggon Harold Taylor Photo Credits
OCTOBER Leadership & Branding October 7, 2014 | 11:00-2:00 pm The Garland, North Hollywood Monthly networking & program NOVEMBER MPISCC Annual Fundraiser Details To Be Announced DECEMBER Holiday Event Details Watch for MPISCC program and event details via email or on our website at www.mpiscc.org.
SEEN See more of
Member Care Akemi Shapiro Crowne Plaza Ventura Beach 805-652-5118 Member Recruitment Michelle Conant VP Limousine & Coaches 714-556-6300
DESIGN & EDITORIAL
pp 7-8: Golf & Wellness Day Planning Committee; pp 12-13: ©SolvangUSA; pp 14-15: Alvalyn Lundgren
INTERCOM is published six times a year by Meeting Professionals International–Southern California Chapter, a nonprofit professional association of meeting planners and suppliers. ©2014 Article contributions and editorial guidelines requests should be sent to Alvalyn Lundgren, Managing Editor, at alvalyn@alvalyn.com. Advertising Information www.mpiscc.org/marketplace/ advertising-kit/
MPISCC.with just a click.
@MPISCC /MPISCC /groups/MPISCC
www.mpiscc.org 275 East Hillcrest Drive, Suite 215 Thousand Oaks, CA 91360 Phone: 805-449-9111 Fax: 805-557-1133
/user/MPISCC /mpisocalchapter MPISCC MISSION STATEMENT
#MPISCC #MeestingsAdvocacy #EngageEducateEvolve 4
MPISCC will be recognized as the leading local membership community that is committed to shaping and defining the meetings and event industry in Southern California.
INTERCOM | Volume 111 September/October 2014 SOCIAL MEDIA
SOCIAL STRATEGIES Events
By Elizabeth Glau, CMP | Building Blocks Social Media
Social media engagement is important to your marketing, but events are special. The strategy you use for your organization on a day-to-day basis is different from the strategy you use for your event. There are ways to incorporate social media so that the objectives of your marketing team are supported in a way that integrates logically into the logistics of the event. Social Command Center Social Media Hubs/Lounges/Bars are visual, interactive spaces that create buzz among event participants. Social conversations are curated on multiple screens at one central location. The space is ideal for engaging attendees in brand or social conversations. The command center is where you can: Incentivize attendees to share their experience and feedback via social media Offer one-on-on training on how to use social media
Attendee-facing control panel to let attendees “peek behind the curtain” Organization profiles and others you want them to follow Show your attendees that you think of social media as an important customer service tool. You care what they think and will put it on display. You also want them to take their own personal branding efforts to the next level, which is why you are taking the opportunity to give them hands-on instruction. Digital Signage Digital signs are a great way to let attendees know what is happening, what you want them to do and incorporate brand messages. Most importantly, they can be changed on the fly.
Monitors can be placed anywhere in your event: social command centers, outside and inside session rooms, etc. The content that can go on these monitors is endless, but the important thing to know is that you can now integrate types of content that were difficult to integrate previously. Plus, you can control it all from a moderation panel on your phone or tablet. Here are a few ideas: Social content in your session’s walk-in/walk-out slide loops Presentation slides with your panelists’ Twitter handles inside of your Twitter wall Concierge-type information, such as flight status, weather updates, and local restaurants
Curate and moderate all of the following content on one or more displays: Twitter and Instagram Announcements Sponsor and host messages Highlighted influencers’ posts Social media timeline / stats Rotating leaderboards showcasing your influencers Roulette wheel for random selection of social participation
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FOR MPISCC MEMBERS
Insider T ps Non-Member Attendance MPISCC membership provides many benefits, including the opportunity to connect with like-minded industry professionals who have chosen to invest in their professional development. Most of these opportunities to connect occur during our educational events and networking meetings.
Imagine an event where participants see their social photos alongside useful information like what’s on now or what’s on in this room. Attendees can look at the same screen to see what others are saying and find the speaker’s twitter handle to make it easier for them to share what they are learning. Your sponsors are thrilled to have another option for getting their logos and videos into the event environment in a way that doesn’t seem intrusive. Social Audience Response You don’t need hardware or an app for audience response. If you are a transparent organization and want open feedback, then use social media channels. If your session topics are confidential, use text messages or email. Either way, you can display the feedback in your session rooms and moderate which questions/comments go to the screen. Tell people how to participate
Show the conversation Put up a Twitter display, social photo display, live graph, or social leaderboard. Let people see how their tweets, Instagram photos and videos are contributing to a larger conversation. There are many ways attendees can participate in the social conversation: They can tweet, retweet, take photos, post photo albums, checkin, etc. You should make sure your event’s social engagement strategy appeals to all of these behaviors and uses the applications they use every day. You want your investments in social media to achieve your event goals and support the objectives of your marketing team. In order to do so, you need to tell attendees how to participate, inspire them from the main stage, show them how they fit into the bigger conversation and make sure that you appeal to different types of social engagement behaviors.
Establish a hashtag and add it to signage and announcements from the podium. Make it easy for people to use and track the conversation. SocialPoint has been tracking social conversations for a few years now. Time after time, the data shows that the largest volume of tweets occur during general sessions and keynotes.
In order to honor the investment MPI members have made, and to deliver maximum benefits to our members, we need to apply our chapter’s written policy governing non-member attendance. The policy states: 3. Non-Member Registration guidelines: a. Non-member fees are at a higher rate than fees charged to members. b. Non-members may attend up to two regular or special meetings prior to joining MPI. The annual fundraiser and non-industry spouses/guests are exempt from this policy. What Does This Mean for You? There is no impact on members. Nonmembers may attend up to 2 meetings and then need to join MPI to continue attending. If you have already attended 2 meetings as a non-member, you need to join MPI prior to attending another event. If you don’t know how many meetings you have attended, please contact the MPISCC office at 805-449-9111. Members from other chapters are welcome at all MPISCC meetings. but, if they wish to serve as a volunteer with MPISCC, they need to be subscriber members.
Elizabeth Glau, CMP, is a social media strategist and trainerg, and owner of Building Blocks Social Media. www.elizabethglau.com. Twitter:@elizabethglau
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If you have already attended twice and are not sure about joining, we’d like to talk with you. Please contact Christine Hartman, Vice President of Membership, at: christine@icehatcreative.com
Meeting Professionals International | Southern California Chapter
INTERCOM | Volume 111 September/October 2014
PHOTO ALBUM
The Club Scene MPISCC’s Golf & Wellness Day
On June 2, 2014, over 180 golfers and non-golfers enjoyed a day on the greens at Los Coyotes Country Club in Buena Park. The event was sponsored by American Golf, and featured a helicopter ball drop, educational breakout sessions, yoga on the green, lunch, dinner and awards.
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INTERCOM | Volume 111 September/October 2014 TIME MANAGEMENT
The MYTH of
MULTITASKING M
ultitasking is a myth. The brain is incapable of doing two things at the same time without a drop in efficiency. The brain focuses on activities sequentially, one at a time. New research from Vanderbilt University reported in the December, 2009 issue of Scientific American Mind indicates that the restrictions on multitasking arise from the slow processing in the prefrontal cortex, the brain’s central executive. By using functional MRI, researchers discovered that when people juggle two assignments, their prefrontal cortex appeared to deal with the tasks one at a time, creating a mental bottleneck.
by Harold Taylor | Harold Taylor Time Consultants Ltd. hearing all the music; but texting while ing forms, watching TV while eating, checking your smart phone for messagdriving a car could be disastrous. If a computer, machine, or appliance is es while attending a meeting or reading doing something on its own at the same a book while listening to your spouse. In time that you are doing something else, all these situations, your brain is switchthat’s not multitasking. That’s simply ing rapidly from one task or activity to utilizing idle time or wait time, and is an another – not doing two things at the acceptable strategy for managing time same time. Multitasking could also refer efficiently. For example, reading while to frequently switching back and forth commuting by subway, setting the table between one task and another. Either while the kettle boils, checking email way, it’s inefficient.
while a document is being printed or downloaded, or writing an article while sitting in the doctor’s waiting room, are simply examples of working while a machine or appliance is doing its thing. Depending on the activities you are You are utilizing wait time. engaged in, this drop in efficiency may Multitasking, on the other hand, refers be costly inconsequential or dangerous. to attempting to do or think about two Listening to background music while or more things at the same time, such working may simply result in not really as talking on the telephone while sign9
Until there was adequate research, we didn’t know any better. We thought we were saving time, not wasting it. Now it’s known, for instance, that the brain takes a fraction of a second every time it switches its attention from one activity to another. It’s been shown that cell phone users are a half-second slower hitting the brakes in emergencies. In a half-second, a car going 70 mph travels
Meeting Professionals International | Southern California Chapter
MULTITASKING
continued
51 feet. That’s critical if a child suddenly darts in front of the car. Drivers talking on a cell phone have more accidents than anyone else, with the exception of very drunk drivers.
Some people think they are multitasking only when they are physically doing two things at the same time. But it’s the brain activity that determines whether you are multitasking.
Some people think they are multitasking only when they are physically doing two things at the same time. But it’s theIt’s important to have a brain’s activity that determines whether as well. A Wall Street Journal article you are multitasking. For example, you titled BlackBerry Orphans discussed could be writing an article while thinking how these gadgets were intruding on about another task that has to be done. families and how children were feelIn that case, you are mentally multitasking neglected. Psychologists reported ing. If you are solving math problems in that [smart phones] were becoming a your head or dreaming of a white Christtopic of conversation in family therapy mas while you are driving or walking or sessions. working, you are mentally multitasking. You are mentally multitasking when The cost of multitasking you are doing one thing and worrying How much does multitasking cost a or even thinking about something else. company or individual in terms of lost That’s why it’s a good idea to quickly time or personal productivity? It’s imjot down “things to do” as you think of possible to come up with an accurate them. You’re multitasking while you do figure. It would vary depending on the so; but at least you’re not multitasking situation. But studies have shown that for the whole duration of your current a person who is interrupted could take activity. 50% longer to finish a task and make There are also degrees of multitasking. up to 50% more errors. Researchers esThe more complex the tasks, and the timate a drop in efficiency of between more senses involved, such as hearing, 20% and 50%. sight, touch etc., the greater the distrac- Whenever you are interrupted, you are tion, the greater the switching time, and multitasking, regardless of whether the greater the inefficiency. you are interrupted by email, a drop-in I always tell clients to err on the side visitor, a telephone call or a trip to the of not multitasking. If in doubt, don’t. coffee machine. My personal surveys Even when utilizing idle time or waiting of workshop attendees show that time, don’t do it unless the amount of interruptions of one kind or another are available time is significant – such as the top time problems for most seminar a 15-minute wait in a lineup or a 20- attendees. minute commute on a train. The time between agenda items at a business meeting is not idle time. Time in a restaurant with your spouse waiting for your order to arrive is not idle time. These are communication times. Multitasking can affect more than efficiency and safety; it can damage relationships
• A colleague stopping by • Being called away from or leaving work voluntarily • The arrival of new email • A phone call Each of these situations introduces multitasking into the environment. With practice, the prefrontal activation time becomes shorter so you are able to do each task quicker, which explains why teens playing video or computer games seem to be better at multitasking. But they are only good at multitasking on that one activity and doesn’t help them at work – unless their job at work is playing video games. And continued digital stimulation on the brain and multitasking decreases their ability to focus attention on any one particular thing. And it’s now believed to contribute to ADD and ADHD. In fact, there’s quite a bit of proof that it does.
This restriction doesn’t appear to apply when only the senses are involved, such as hearing, sight and touch. You have no trouble looking at someone while you listen to them or Most time management writers agree feeling the surface of a table while you that interruptions occur in a typical busi- talk. These are processed in parallel. But ness environment about every 8 to 11 you cannot multitask with tasks. minutes. A study conducted by the Department of Information & Computer Harold Taylor is founder of Harold Science at the University of California, Taylor Time Consultants, Inc. Follow Irvine, revealed that the most common and visit: Twitter: @HaroldTaylor. www.taylorintime.com interruptions at work were:
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INTERCOM | Volume 109 January/February 2014
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Meeting Professionals International | Southern California Chapter DESTINATION SPOTLIGHT
If you’re seeking a postcard perfect year-round meeting destination with warm, sunny days and crisp, clear nights, world-class wine tasting, bicycling and hiking through spectacular scenery—your search will lead you straight to
Solvang by Laura Kath | Media Relations Director, Solvang CVB, and President, Mariah Marketing
After the conclusion of World War II, idyllic Solvang was “discovered” by the media and described in the Saturday Evening Post as a “spotless Danish village that blooms like a rose”, and enticed travelers to experience it for themselves. In 2009, Solvang was honored with the prestigious “Preserve America Community” award by the national Advisory Council on Historic Preservation. In 2013, Solvang was named by Huffington Post as the #2 place to “Travel to Europe Without Leaving the USA.”
ant to discover a European-style meeting destination only two hours north of Los Angeles that’s ideally situated for groups from seven to 700? Now in its second century, Solvang’s 5,245 residents continue to enjoy the same traditions as its founders envisioned— welcoming visitors from around the world to share the joys of “California’s Little Denmark”.
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In 1911, three Danish-American educators encountered a coastal valley where land was plentiful and their culture could prosper—and founded the community they named Solvang (sunny field in Danish). Adjacent to the 1804 Old Mission Santa Inés (now a National Historic Landmark District) Solvang thrived and settlers carried on Danish traditions of language, folk dancing, music and cuisine. As Solvang’s population grew, more buildings began to reflect Danish farm-style architecture—the cross-beamed bindingsvaerk, timbers framing either brick or stucco and roofing of thatch made of wood shingles cut jagged at the edges. Windmills of all sizes catch the first and last light throughout the village. Danish tradition holds that the presence of a stork on a rooftop wards off lightning and brings good luck—which continues to smile on Solvang and its visitors today.
Festivals and celebrations are traditional parts of Solvang’s charm. Started in 1936, the annual Danish Days festival commemorates Solvang’s heritage every September. The Taste of Solvang happens every March and Julefest (Yule-fest) lights up December. Solvang was named by Time Magazine as one of the Most Christmas-y Towns in the USA. Discover area history at the Elverhoj Museum of History & Art, the Hans Christian Andersen Museum and the Solvang Vintage Motorcycle Museum. Art and nature meet at the Wildling Museum. All four are excellent venues for off-site events.
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INTERCOM | Volume 109 May/June 2014
Event attendees can enjoy free time at art galleries, clothing boutiques, specialty gift shops and antique stores, or recharge at a day spa. The more adventurous can explore a nearby lavender farm, ostrich farm, horse ranch or get a hawk’s-eye view soaring from a glider ride. If attendees still have some stamina, how about a concert, dancing or a experiencing a professional performance under summer stars by PCPA Theaterfest at Solvang Festival Theater? Three highly rated, independently owned Nearby, the Chumash Casino Resort and operated luxurious lodgings are on features live entertainment and gaming. offer for groups: Alisal Guest Ranch According to Tracy Farhad, Executive & Resort has been a idyllic hideaway Director of the Solvang Conference & since 1946, with 10,000 acres featuring Visitors Bureau, a popular group activity 73 units, two golf courses, private lake, is “Sweet on Solvang”, where up to 20 fishing, boating, spa, and horseback rid- participants can learn how to make treats ing, and with packages including break- from a fourth-generation Danish baker fast and dinner daily. The Hotel Corque or get cookie and gingerbread house is a uniquely modern boutique property decorating tips from the baker who’s ideally situated in the center of Solvang, appeared on national television. Cusoffering 122 guest accommodations, tomized 90-minute walking tours of the with professional services, pool, lounge village are readily available from native and top-rated Root 246 restaurant, Dane, Dean Klitgaard, manager of the and group facilities for a sophisticated Solvang Visitor Center, for a nominal fee. experience. The charming, European- Specific details on capacities and RFP style Petersen Village Inn features 40 for group lodging, meeting venues and guest rooms, meeting facilities for up to event services are available by contacting 70 and popular afternoon tea plus the Solvang Conference & Visitors Mediterranean cuisine in Café Provence. Bureau staff at 1-800-468-6765 or A plethora of parks and public venues www.SolvangUSA.com Combining incredibly scenic venues with friendly, professional services is the recipe for memorable special events throughout Solvang and the surrounding Santa Ynez Valley. In this mild year-round climate, a dozen properties and one-ofa-kind venues offer banquet/meetings rooms and outdoor areas for corporate, incentive and association groups. Rates and facilities range from 4-diamond hotels and resorts to charming inns that suit every taste and budget.
provide additional options for groups. Over 100 wineries and tasting rooms offer facilities for special event and group rentals, and don’t overlook the many craft breweries in the area.
Laura Kath, president of Mariah Marketing, is the Media Relations Director for Solvang CVB. www.mariamarketing.com. Twitter: @mariahmarketing
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Meeting Professionals International | Southern California Chapter PHOTO ALBUM
EVOLVE 2014 GALA & INSTALLATION June 12, 2014 Hollywood Roosevelt Hotel Hollywood, CA
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INTERCOM | Volume 111 September/October 2014
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Meeting Professionals International | Southern California Chapter BUSINESS TIPS
CLOSE THE SALE, OR OPEN THE RELATIONSHIP Focus on the long term to build real connections By Kirsty Spraggon | kirsty.tv
I
Focused socializing
t may appear that just closing a sale with someone who has an immediate need is more effective than investing time and energy in building rapport and opening a relationship. You may even feel that you would be better off financially just prospecting for those clients ready to use your services or products today, compared with nurturing relationships and dealing with those people who don’t have an immediate need. However, you could be missing out on 90% of your potential market. This is because you would be limiting yourself by dealing only with the very small percentage of the market that’s ready and willing to work with you today.
It is important to prioritize meeting people as a prospecting activity. To build relationships, we must meet people. The word ‘network’ sounds so strategic, but it is nothing more than focused socializing. Networking isn’t something we do once a week; it is something we create. A network by definition is an interconnected system — a community to draw on for advice, wisdom and emotional support, to teach us, to share experiences with, to collaborate and leverage from… a pseudo family that you create. A good network should fill in the gaps where you yourself are perhaps not quite as strong and enhance and support your business. The idea is to find people you are comfortable with and enjoy being around. You should feel confident enough to recommend them and you want to build close reciprocal relationships with them.
Focus on the long term Research suggests that, depending on the industry, there is a 9-18 month incubation period from the first point of contact until a new client actually purchases your product or service. That means you would be missing out on a lot of business by only working with the ‘right here, right now’ prospects. You would also be cutting yourself out of the repeat and referral business that would otherwise come your way effortlessly through clients who feel so well taken care of and appreciated.
Just as in personal relationships, we need to spend time together and get to know each other. If we didn’t spend any time with our friends or we only spoke to them on email or the phone we wouldn’t get to know them very well. Clients are no different. We need to invite them into our world and spend time together outside of doing business in order to truly connect
If you focus on closing sales, you’ll be forever on the ‘oneoff treadmill’. You won’t be able to relax because you will have to be out there, day after day, working hard to chase down the next piece of business.
By opening relationships and tending them along the way, we slowly get to know each other and are rewarded with trust, loyalty and lifetime relationships.
Whereas, if you open relationships and build meaningful foundations from the outset, your business will grow. Just like seeds scattered in the wind taking root and blossoming, referrals and repeat business will start flowing in.
Who do you want to connect with? Are you taking time to nurture your relationships and understand their world? What can you do to connect with your business contacts this week?
If your business is run on the hand-to-mouth principle of closing a sale, you are dependent entirely on new clients and extremely vulnerable to market changes. The only sure way to ride out economic ups and downs is to have plan ahead and build a stable database of loyal, repeat and referral clients. Even if there are fewer customers out there, there are always some customers. It’s your job to make sure that you are the person of choice in times of increased pressure and competition.
Kirsty Spraggon, speaker, coach and author, is known for her expertise in building relationships that assist you in building your sales, networks and connections for life and business success. For more info go to www.kirstyspraggon.com.au and KirstyTV.com.
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INTERCOM | Volume 109 May/June 2014
Something Sacred is at Stake at Every Event
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Corporate and Event Branding Graphic Design & Visual Communications for Festivals, Conferences, Seminars, Trade Shows Print, Web, Email, Signage & Social Media
to the Great Frontier
Alvalyn Lundgren www.alvalyn.com alvalyn @ alvalyn.com 805.857.7981
Lighthouse Church Fall Branding Program | v1 | 7.10.2012
PRODUCTIONS
BREAK AWAY CAMP
Designing Influence. Drawing Attention.
PRODUCTIONS
@alvalyn
/AlvalynCreative
/Alvalyn
17
/alvalyncreative
Meeting Professionals International | Southern California Chapter
What has
MPI Done for YOU?
Share your story, and you’ll be entered into a monthly drawing for cool stuff. Go to our homepage at: www.mpiscc.org, click on the form link, complete the form and send it in.
I had the pleasure of meeting many people at an MPI fundraiser event, one in particular whom I knew could benefit from my services.. Since the event I have followed up several times and have now started working with this client to help her with finding hotel venues for her event in 2014. I don’t believe in pushing my services when I meet a new prospective client — rather engaging in conversation about them and learning about what they do. The time always comes when you are asked “What do you do?”, and that is when I share my services and how I can help others! If I can help even one more person every MPI event I attend, then I’m doing my job! Marcelle Moje | Site Services
Membership Makes A Difference Meeting Professionals International Southern California Chapter is where you can help make a significant difference in the meetings industry. Join or renew today and enjoy the many ways MPISCC provides for professional growth, advocacy and giving back.
Are you up for renewal this Fall? Renew your MPI membership before the end of your renewal month and you will be entered into a drawing for one of THREE great prizes. Renew today!
CHECK OUT THESE FALL MEMBERSHIP RENEWAL INCENTIVES! September 2014
October 2014
November 2014
December 2014
6 month extended membership
Half off registration to WEC 2015 in San Francisco (July) or EMEC 2015 in Poland (Feb)
Half off registration to WEC 2015 in San Francisco (July) or EMEC 2015 in Poland (Feb)
Half off registration to WEC 2015 in San Francisco (July) or EMEC 2015 in Poland (Feb)
1 year extended membership
MPI Store shopping Spree*
1 year extended membership
Complimentary CMP Study Kit ($312 value)
6 complimentary tickets to any chapter event ($300 max)
Complimentary CMP Study Kit ($312 value) MPI Store shopping spree* *CMP Study Guide excluded from offer.
Join or renew today! www.mpiscc.org 275 East Hillcrest Drive, Suite 215 Thousand Oaks, CA 91360 Phone: 805-449-9111 Fax: 805-557-1133
18
INTERCOM | Volume 111 September/October 2014 STRATEGIC PARTNERS
Thank You!
19
275 East Hillcrest Drive, Suite 215 Thousand Oaks, CA 91360
PAGE 9
PAGE 7 PAGE 12
IN THIS ISSUE
Weekend Educational Summit Preview
1
Destination Spotlight: Solvang 12
President’s Message
3
Photo Album: 2014 Gala & Installation 14
MonthxMonth Calendar 4
Close the Sale, or Open the Relationship
16
Tech Talk: Social Strategies 5
MPISCC Member Testimonial
18
Insider Tips
Leadership: Tough Conversations 16
6
Photo Album: June Golf & Wellness Event 7
MPI Membership Scholarships
17
The Myth of Multitasking
Our Strategic Partners
19
9
INTERCOM
PAGE 14
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