"Challenge your thinking. Prepare for change. Discuss ideas with industry peers." EEAA 2015 Conference 2 December 2015 Doltone House – Darling Island Wharf 48 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.” 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 Getting to the heart of the connected customer Paul Greenberg, Chief Executive Officer, NORA The Voice of New Retail 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. Marketing Analytics: how to maximise your reach with innovative marketing tools Ben Sharp, Managing Director (Australia and New Zealand) AdRoll 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. “Case study 1 – Food (Festival) Fever” Joanna Savill, food media expert and Fairfax Media’s former Good Food Month festival director 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. “Case study 2 – Marketing to younger audiences – winning their hearts, minds and loyalty.” Fiona Lake, Marketing Manager, triple j 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. Being a trusted voice for young Australia. Speaking 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. “When we go to Government, it’s not about having a shopping list, it’s about win-wins.” Successful business and government partnerships Kate Carnell AO, Chief Executive Officer, Australian Chamber of Commerce and Industry (ACCI) 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. https://www.acci.asn.au/news/australia-should-lookasia-exhibitions-and-events Crisis and reputation management “Get out in front – it’s the best way to control conversation.” Issues and reputation management Olivia Wirth, Group Executive Brand, Marketing & Corporate Affairs, Qantas 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. Panel discussion: Crisis management as part of a risk strategy. Nicole Browne, Director, Media Opps Nathan 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. Is your digital and relationship marketing fit-for-purpose? Rick Merten, Founder & Managing Director, Permission 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 Meet the Richard Geddes Young Achiever Nominees Stephanie Bleakley, Diversified Communications Australia Daniel Condon, Designteam Millie Heslop, Exhibitions & Trade Fairs Nikki Witman, Diversified Communications Australia EEAA 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 Workshop Facilitated by Felicity Zadro, Managing Director, Zadro This intensive workshop equipped our Young Stars with vital skills for holding their own in business dealings, public speaking and how to deliver a pitch.