Learning Content Schedule

How do you maximize event sponsorship revenue? You can’t do it by only thinking about yourself and potential sponsors. Instead, you need a more comprehensive approach that also considers your ultimate audience – your attendees. If that sounds like common sense, it is. But you’d be surprised how many organizers don’t apply this important approach. To be successful with your next event, you must find ways to enrich the show environment and extend it – in both time and space – beyond the venue, and outside of regular event hours. This session will explore how these extensions increase revenue potential, turn audiences into advocates, and create the buzz that fuels growth.

Learning Objectives:

• Apply a more holistic approach to your sponsorship strategy.
• Explore ways to create broader revenue-generating sponsorship offers.
• Find new and impactful ways to engage your audience through sponsored activations.”

In the last few months, we’ve been inundated with talks of AI, bots, ChatGPT and an avalanche of tech vendors promising the latest AI innovations to streamline our event planning efforts. Before you can understand how to leverage this technology in your day-to-day work, you need to understand what it’s all about, how it works, and why the latest evolution in language models is such a big deal. Join us for this introductory session where we’ll provide an overview of generative AI and large language models (LLMs), including how they work and their applications to the event planning industry. Build your foundation before you leap!

This technology has been hand-picked by PCMA so you can test it out in simulated event scenarios. No pay to play sponsors, no sales pitches, no pressure. Space is limited so add it to your schedule to reserve a spot.

How can the business events community overcome the barriers to make real and meaningful advancement of women into leadership roles? PCMA is partnering with BESydney on a global research study to uncover current truths and meaningful actions that can be taken to move the needle on this issue.

You’ll get a sneak peak on the initial findings of the research – with the full report coming this fall. Plus you’ll get a unique opportunity to share your personal stories with other women leaders at all levels within the industry.

Maya Angelou once said, “I have written eleven books, but each time I think, ‘uh oh, they’re going to find out now. I’ve run a game on everybody, and they’re going to find me out.’” Even the most highly accomplished people experience self-doubt.

In this session, participants are encouraged to share their personal experiences of imposter syndrome and strategies they’ve used to overcome it. Through the exchange of resources and ideas, you’ll build a supportive network while enhancing your understanding of this mental pattern and its implications on your day-to-day work environment and career.

Learning Objectives: 

• Compare personal experiences and insights, identifying common themes, challenges, and coping mechanisms.
• Collaborate with peers to develop personalized strategies for recognizing and managing imposter syndrome in various event-related scenarios.
• Demonstrate effective communication strategies to support peers and colleagues fostering a supportive work environment.

C2 Montreal is an event known for it’s ability to innovate how they design and activate experiences in the name of intersecting creativity and commerce each year. In this interactive lab, they will pull back the curtain to reveal their creative design process on their labs from inception to delivery to final outcomes.

Revenue growth follows two paths: Increase income and cut costs. Inflation has made the latter very, very difficult. But there are ways we can all beat the current pain inflationary costs have put on us. This peer-to-peer exchange will empower you with a multitude of tips and strategies that will help you save or avoid costs in several key meeting segments.

As we collect the group’s best cost savings hacks, experts from key meeting segments will evaluate those hacks and tell you the best way to leverage them.

Learning Objectives: 

• Identify new ways to implement cost-saving and cost-avoidance measures.
• Prioritize your cost savings strategies to maximize your bottom line.
• Build networks of peers with whom you can monitor your savings efforts.

If you want to be a DEI champion for your events, there’s more to it than who is in the audience and on stage. Partnering with suppliers who are from different backgrounds, identities, and experiences is a critical part of living into your expressed commitment and achieving better economic outcomes within the communities where you hold events.

DEI expert & ELI Instructor Zoe Moore will provide a comprehensive overview of supplier diversity programs and the strategies you must put in place, ideally at the RFP stage, to set goals, execute them and measure success.

Bring your RFP, if not samples will be provided, and roll up your sleeves to build out this criteria in a group exercise for your future events.

Learning Objectives: 

• Explore the benefits of promoting DEI within the supply chain, such as fostering innovation, enhancing community engagement, and driving economic growth.
• Identify and evaluate diverse suppliers that can contribute to the success of your events.
• Develop and implement an effective supplier diversity program throughout your event planning cycle.

Learning to negotiate and collaborate “on the fly” is difficult at best, as you’ll often be left wondering, “How did I do?!” In this hands-on session, we will enhance your negotiation and collaboration capabilities by working through an engaging simulation that will equip you be more effective in your interactions. Dr. Gaylen Paulson, of the University of Texas’ McCombs School of Business, will guide you through specific tools and techniques, including things to say, and not to say, in order to reach better negotiation agreements. You’ll consider pre-negotiation planning, tactics and communication strategies for the interaction itself, and thoughts about post-negotiation implementation – and have fun along the way.

Learning Objectives: 

• Prepare for future negotiations more systematically by establishing a strategic mindset to drive collaborative interactions.
• Take a different approach to enhance information exchange between both parties, maintain relationships and achieve optimal outcomes.
• Identify roadblocks and biases that can lead to suboptimal outcomes, and learn to apply principles of decision quality to address them.

Engagement is one of the most overused buzzwords in business events. But what engagement means depends on who you ask. Key event stakeholders—attendees, sponsors/exhibitors, and organizers-–have different definitions and expectations that impact their participation. Data-driven research from outreach to attendees, sponsors/exhibitors, and organizers shows the future of business events is moving from audiences being held captive to all stakeholder groups being captivated and motivated by exceeding engagement expectations.

Learning Objectives:

• Gain insights on how consumer sentiment, behavior, and intentions are evolving and their impact on event strategies.
• Align different attendee and sponsor/exhibitor segments intent and behavior with event planning and production.
• Optimize content, digital, and event marketing channels to deliver year-round value that exceed engagement expectations.

For the 20–44-year-old Next Gen Event Goer (NGEG), events need to demonstrate clear value and provide opportunities for professional growth. NGEG doesn’t see professional development in the same ways as other generations. This session will breakdown research to help you design and deliver events that are more authentic, more personalized, and most importantly, speak to their career aspirations.

Learning Objectives: 

• Learn why young professionals will not respond to a one-size-fits-all event strategy.
• Create a clear value proposition that aligns with NGEG work/life priorities.
• Develop a more hands-on experiential learning strategy for greater connection to NGEG colleagues and their industries.

While the fundamental principles of adult learning remain the same, the pandemic has certainly had an impact on the way professional learning is delivered and experienced.
In this interactive session you’ll discuss how to best apply adult learning trends to different types of event models and what happens to learners’ ability to acquire, retain, and apply new knowledge when you use different formats for the same content. Learning Innovator Erin Huizenga will guide you through what has/hasn’t changed in the science of adult learning and share practical ideas for designing engaging learning experiences.

Learning Objectives: 

• Summarize key principles grounded in the science of adult learning that drive learner behavior.
• Recognize the importance of technology, flexibility, social connection, and self-directed learning in the contemporary adult learning experience.
• Use different learning formats and tools to maximize engagement, knowledge retention and application in your programs.

Even the best ideas don’t sell themselves – they must be sold! Become a more influential leader by deepening your understanding of how to advocate for your ideas and vision. Dr. Gaylen Paulson, of the University of Texas’ McCombs School of Business, will explore how and why people resist change, and consider ways we can help them to actively get on board with new ideas. You’ll consider some counterintuitive ideas about persuasion, and learn to better assess the situation and the people you need to address. Ultimately, you will return to work (and home) with a few new practical tools in your influence toolbox.

Learning Objectives: 

• Decipher how to frame issues to make people want to adopt your ideas.
• Analyze situations and tailor your messages to motivate different audiences.
• Generate buy-in, loyalty and commitment to a vision from your leadership and colleagues.

Learning to negotiate and collaborate “on the fly” is difficult at best, as you’ll often be left wondering, “How did I do?!” In this hands-on session, we will enhance your negotiation and collaboration capabilities by working through an engaging simulation that will equip you be more effective in your interactions. Dr. Gaylen Paulson, of the University of Texas’ McCombs School of Business, will guide you through specific tools and techniques, including things to say, and not to say, in order to reach better negotiation agreements. You’ll consider pre-negotiation planning, tactics and communication strategies for the interaction itself, and thoughts about post-negotiation implementation – and have fun along the way.

Learning Objectives: 

• Prepare for future negotiations more systematically by establishing a strategic mindset to drive collaborative interactions.
• Take a different approach to enhance information exchange between both parties, maintain relationships and achieve optimal outcomes.
• Identify roadblocks and biases that can lead to suboptimal outcomes, and learn to apply principles of decision quality to address them.

Order takers are replaceable; trusted advisors are indispensable. Most event professionals want to be viewed as trusted advisors to their clients and stakeholders but lack the tools, language and strategies to communicate the value of their events, and themselves, to senior executives. In this session, you’ll gain critical insights to help you become a true business partner to your clients.

Learning Objectives: 

• Identify why and how trusted advisors are valued.
• Assess your value as a trusted advisor, and identify ways to close any perception gaps with your stakeholders.
• Apply the 6-stage Trusted Advisor Roadmap for Event Professionals.

How can the business events community overcome the barriers to make real and meaningful advancement of women into leadership roles? PCMA is partnering with BESydney on a global research study to uncover current truths and meaningful actions that can be taken to move the needle on this issue.

You’ll get a sneak peak on the initial findings of the research – with the full report coming this fall. Plus you’ll get a unique opportunity to share your personal stories with other women leaders at all levels within the industry.

If you want to be a DEI champion for your events, there’s more to it than who is in the audience and on stage. Partnering with suppliers who are from different backgrounds, identities, and experiences is a critical part of living into your expressed commitment and achieving better economic outcomes within the communities where you hold events.

DEI expert & ELI Instructor Zoe Moore will provide a comprehensive overview of supplier diversity programs and the strategies you must put in place, ideally at the RFP stage, to set goals, execute them and measure success.

Bring your RFP, if not samples will be provided, and roll up your sleeves to build out this criteria in a group exercise for your future events.

Learning Objectives: 

• Explore the benefits of promoting DEI within the supply chain, such as fostering innovation, enhancing community engagement, and driving economic growth.
• Identify and evaluate diverse suppliers that can contribute to the success of your events.
• Develop and implement an effective supplier diversity program throughout your event planning cycle.

Engagement is one of the most overused buzzwords in business events. But what engagement means depends on who you ask. Key event stakeholders—attendees, sponsors/exhibitors, and organizers-–have different definitions and expectations that impact their participation. Data-driven research from outreach to attendees, sponsors/exhibitors, and organizers shows the future of business events is moving from audiences being held captive to all stakeholder groups being captivated and motivated by exceeding engagement expectations.

Learning Objectives:

• Gain insights on how consumer sentiment, behavior, and intentions are evolving and their impact on event strategies.
• Align different attendee and sponsor/exhibitor segments intent and behavior with event planning and production.
• Optimize content, digital, and event marketing channels to deliver year-round value that exceed engagement expectations.

For the 20–44-year-old Next Gen Event Goer (NGEG), events need to demonstrate clear value and provide opportunities for professional growth. NGEG doesn’t see professional development in the same ways as other generations. This session will breakdown research to help you design and deliver events that are more authentic, more personalized, and most importantly, speak to their career aspirations.

Learning Objectives: 

• Learn why young professionals will not respond to a one-size-fits-all event strategy.
• Create a clear value proposition that aligns with NGEG work/life priorities.
• Develop a more hands-on experiential learning strategy for greater connection to NGEG colleagues and their industries.

Even the best ideas don’t sell themselves – they must be sold! Become a more influential leader by deepening your understanding of how to advocate for your ideas and vision. Dr. Gaylen Paulson, of the University of Texas’ McCombs School of Business, will explore how and why people resist change, and consider ways we can help them to actively get on board with new ideas. You’ll consider some counterintuitive ideas about persuasion, and learn to better assess the situation and the people you need to address. Ultimately, you will return to work (and home) with a few new practical tools in your influence toolbox.

Learning Objectives: 

• Decipher how to frame issues to make people want to adopt your ideas.
• Analyze situations and tailor your messages to motivate different audiences.
• Generate buy-in, loyalty and commitment to a vision from your leadership and colleagues.