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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  October 19, 2010

Heads Up: New Trend Ahead

As if the marketplace isn’t noisy enough, here’s another source for content at those association meetings:  the attendees themselves.

Yep, the typical concurrent session of skill-building will make way for hot-topic idea exchanges, according to digital media researcher, Michael Mascioni.  My reaction:  this idea has legs, thanks to association industry focus on Gen Y’s in the audience and Corporate America’s desire to tap into its collective intelligence.  I’m calling it the “reality TV trend of the meetings industry”.  This will be a more popular option for association conventions, incentive meetings, and at leadership conferences.

Let’s not panic though.  Not all concurrent sessions will ditch their speakers.  Skill building and education are too important to leave to chance.  Attendee-driven content will be another option, not a replacement.  But… be prepared to answer this question:  why should we hire you instead of using our attendees for free?


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.