Leading Meeting Professionals

Professional Convention Management Association


Melbourne, Australia

February 22, 2016 6:00 AM UTC until February 24, 2016 6:00 AM UTC

PCMA is proud to deliver the AIME Hosted Buyer education on Monday 22 February

For questions or more information, please contact PCMA at global@pcma.org


Welcome and Keynote: Global Outlook to Stay Competitive

Session Description: It is said that “fast moving trends get most of the attention but it is the slow moving trends that causes seismic shifts in our society”. Today, disruptors and external environmental factors are profoundly impacting the Business Events Industry.  Are you prepared for the changes ahead? This program will be formally opened by PCMA’s Chief Operations Officer, Sherrif Karamat, CAE.  Sherrif will highlight some of the biggest changes shaping the business events industry and what it may mean for you. Following the keynote, a panel of experts will share their reactions to the current landscape and how they are preparing to stay ahead in this dynamic period.

Keynote and Facilitator: 

  • Sherrif Karamat, CAE, Chief Operating Officer, Professional Convention Management Association 
  • Karen Bolinger CEO, Melbourne Convention Bureau 
  • Stephen Durkin, FIEAust CPEng EngExec CEO, Engineers Australia
  • Gerard Halpin, Director, Waldron Smith Management
  • Nesrene O’Connell, Head of Events, Cisco Australia and New Zealand

Meeting Design – Not a nice to have but a critical element in achieving to achieving outcomes and participant experience

Session Description: It is said that innovation is irrelevant if what is innovated cannot be executed and the same can be said about meeting design as it is vital to achieving the outcomes of a meeting as well as the experience of the participants.  The session will give real examples of what it takes to effectively design a meeting from context to content and culture to environment ensuring  objectives are met and participant experience are enhanced.

  • Gareth Dimelow, Founder, LIFTd

Transforming Participants Experience with Data and Analytics for the Meetings, Incentives, Conferences and Events (MICE) Industry

Session Description: As people continue to embrace mobile devices to consume content, comment on it, recommend it and share information about it, a tremendous amount of behavioral and preference data is available for MICE professionals and organisers to leverage. Deep insights obtained from analysing the data can assist professionals and organisers to curate a tailored experience that will truly attract, engage and excite participants into coming back for more. An overview on the fundamental shift observed in the way people find, consume and share information will be shared by Ian Wong, IBM data expert. Lucan Creamer, Executive Manager of Commercial and Marketing from City of Melbourne, will discuss a real life example on how event organisers and planners can reap the benefits of data and analytics by transforming audience and participants’ experiences. To close the session, participants will participate in a light IBM Design Thinking ideation session to explore innovative ideas that will improve MICE participants and staff experience by leveraging data and technologies.

  • Lucan Creamer, Executive Manager at Events Melbourne, City of Melbourne 
  • Ian Wong, GBS Partner, IBM Interactive Experience, Australia/New Zealand. Strategy, Creative, Design Lead, Asia Pacific, IBM

Is the model broken?  Are your revenues streams being challenged?

Session Description: It appears that in 2016, associations are still struggling with revenue diversification with most of association revenues still coming from member dues and events.  At the same time, association leaders with growing their organization’ revenues so that they can deliver better program and maintain relevance to their customers.  In this session you will hear from association executives and professional congress organisers what their organizations are doing to overcome these challenges, including customization, diversifying business models and evolving sponsorships.

  • Oscar Cerezales, Chief Operating Officer-Asia Pacific, MCI Group
  • Stephen Durkin, FIEAust CPEng EngExec, CEO, Engineers Australia

For more information, please visit: http://www.aime.com.au/ 

Continuing Education Credit