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Predict Program

Predict, CEIR’s Annual Exhibition Industry Outlook Conference is back to face-to-face this year at the MGM National Harbor. This year’s conference has been designed to provide insights on trends now and into the future. As its name implies, Predict will help your organization to be future focused by bringing in experts from outside the exhibitions industry to provide big picture insights into the economic, social, political and digital trends occurring in the global marketplace.

This year’s program will represent the radically changed business environment. We’ll explore the economic, geo-political and social issues that will hold significant influence over public and private businesses, and individuals. Before the end of the first day, you’ll have a solid understanding of the macro trends on the horizon and why they’re important. On the second day, you’ll learn from one another. Most importantly, we can decide what do we wish to take into our industry’s future, and what should we leave behind because it no longer serves us or our audiences.

If you own, manage or produce B2B exhibitions, and your title is VP or higher, please join us 13-14 September at the CEIR Predict Conference. In light of the recovery of the exhibitions industry, this year’s conference has a reduced registration fee of $499 USD per person. Visit the registration page for more details.

Schedule Subject to Change

2021 Program Overview

Program and Networking Activities will be held at the MGM National Harbor Hotel

Monday, 13 September 2021

9:00 AM – 2:00 PM
Predict Registration & Check-In

1:00 PM
Official Welcome to Program with Cathy Breden, CMP, CAE, CEM | CEIR CEO & Carrie Ferenac | CEIR Chairperson of the Board

1:15 PM – 1:45 PM
Opening Keynote with Dr. Patricia Buckley, Managing Director for Economics | Deloitte Services, LP

Part I: There is reason to be optimistic about the pace of our global economic recovery. Leading indicators point to the world’s most vigorous post-recession recovery in 80 years in 2021 (World Bank, June 2021). And yet, our global economy is facing the triple burden of inflation, labor and supply shortages, and trade policy volatility. Global growth is expected to accelerate, but not evenly by country or sector. What and where are the opportunities for business leaders?

Deloitte’s Managing Director for Economics, Patricia Buckley, will provide an expert perspective – outlining macroeconomic trends, predictions and likely recovery scenarios identified by Deloitte that includes sector-specific side effects.

1:45 PM – 2:00 PM
CEIR Index Updates

  • Nancy Drapeau, PRC, Vice President of Research | CEIR
  • Dr. Allen Shaw, Chief Economist | Global Economic Consulting Associates, Inc.

CEIR Predict sits firmly at the intersection of business and events. At the core of Predict is the CEIR Index. The Index is the engine that makes it possible to tie global trends to industry-specific insights and predictions. We won’t bore you with the sausage-making during this session, but we will take 15 minutes to share what we believe is most critical to your business decision-making and forecasting. This session will form the foundation of our discussion over the next 1.5 days as we explore our 14 industry sectors. (Yes, you can just listen when we share data relevant to your portfolio, but we hope you’ll perk up at all of it.)

As a reminder, the CEIR Index focuses on four component values that measure the health of your shows and, collectively, our industry – NSF, exhibitors, attendance, revenue. Global Economic Consulting Associates, Inc. (GECA) provided the data analysis for the Index.

2:00 PM – 2:30 PM
Networking Break Brought to you by

2:30 PM – 3:30 PM
Thought Leaders Panel – Focus on ECONOMY

Moderated by Vincent Polito, Principal | VPI and Managing Director | mdg, A Freeman Company

  • Dr. Patricia Buckley, Managing Director for Economics | Deloitte Services, LP
  • Dr. Chris Kuehl, Managing Director | Armada Corporate Intelligence
  • Danushka Nanayakkara-Skillington, AVP, Forecasting & Analysis | National Association of Home Builders
  • Dr. Allen Shaw, Chief Economist | Global Economic Consulting Associates, Inc.

Moderator Vincent Polito will lead a panel of business leaders with decades of experience across key sectors that have historically influenced the pace of economic recovery – manufacturing, transportation, and home building – to explore their impact on global, regional, and industry agendas.

  • What sectors could see growth or decline?
  • What opportunities will be created for organizations looking to invest?
  • What does it mean for the events industry?

3:30 PM – 4:00 PM
Networking Break Brought to you by

4:00 PM – 5:00 PM
Thought Leaders Panel – Focus on INDUSTRY DISRUPTORS

Moderated by John Paxton, CEO | Material Handling Industry Association (MHI)

  • Dave Anderson, President | SEMI Americas
  • Dr. Jennifer Hesterman, Vice President, Education Services | Watermark Risk Management
  • Anzio M. Williams, Senior Vice President of Diversity, Equity and Inclusion | NBCUniversal Local

The word ‘disruption’ is as over-used in 2021 as ‘pivot’ was in 2020, and yet as business leaders, disruptions remain our norm. Disruptions to our industries and businesses won’t go away, nor should we want them to – because they create opportunities and innovation.

In the wake of COVID-19, we see a very different events industry. The pandemic questioned our fundamental beliefs – until people everywhere realized what we already knew – there is nothing like a person-to-person connection.

We breathed a collective half-sigh of relief and asked:

  • So what now? Where does our industry go from here?
  • How can we capitalize on the opportunities created by the unimaginable rate of disruption and innovation we experienced over the last 15 months?
  • What else might be lurking around the corner ready to challenge us as leaders?

The experts on this panel have some ideas for you. Together we’ll explore both existing and likely scenarios:

  • Accelerated productivity trends
  • Global supply chain disruptions
  • Cyber and physical safety and security
  • Changes in consumer behavior and motivation
  • Risks associated with deglobalization trend

5:00 PM
Closing Thoughts

5:15 PM – 6:15 PM
Networking Reception Brought to you by

Tuesday, 14 September

7:30 AM – 8:30 AM
Attendee Breakfast Brought to you by

8:30 AM – 8:45 AM
Opening Remarks

8:45 AM – 9:15 AM
Keynote: Future Mindset: Brands Embracing Digital Transformation and the Future of Events with Brian Fanzo, Digital Futurist

This keynote begins with one premise – one hard truth. “The event and meeting world will never go back to the way it was before 2020.”

If you agree with that premise, “welcome.” If you disagree with that premise, you should *really* attend this session.

Attendees of the future have discovered what they can and can’t accomplish online. They will no longer travel for learnings they could have entirely from the comfort of their home. If you embrace this change and make leadership decisions to support it, this audience mindset shift will grow your business. Why? Because you’re in the perfect place:

  1. Your organization can create in-person experiences that are impossible to replicate online.
  2. Your brands can begin authentic conversations with your online audiences that establish new revenue streams.

In this session, we’ll look at “Change” in a whole new light and help you prepare for your organization’s digital transformation:

  • Strategies to shrink the distance between offline and online
  • The technologies re-inventing virtual and offline experiences
  • A new process for evaluating new technology & the role of 5G
  • Designing, tracking, and leveraging event data (beyond human-to-human)
  • Re-defining success to prepare for the future

9:15 AM – 9:30 AM
CEIR Omni Channel Marketing Study Findings with Nancy Drapeau, PRC, Vice President of Research | CEIR

With the B2B exhibition channel paused since mid-March 2020, brand marketers have been actively using other channels to market and sell their products. Digital channels likely are capturing the largest share of the marketing budget while in-person events are largely paused.

As B2B exhibitions begin to reopen, the question is whether exhibitors and attendees will return. And if they do, are their expectations and needs the same? Or will they shift based on what they used while B2B exhibitions were paused or for other reasons?

This presentation will highlight initial findings from the CEIR Omni Channel Marketing Study to better understand and quantify brand marketer (exhibitor) and business professional (attendee) activities in 2020, while also assessing implications for brand marketer activities/expenditures and business professional marketing channel consumption preferences moving forward in a post-COVID world.

9:30 AM – 10:00 AM
Networking Break Brought to you by

10:00 AM – 11:00 AM

Moderated by Brian Fanzo, Digital Futurist

  • Melissa Ashley, Advisor | Airfair
  • Joey Graziano, Senior Vice President of Business Operations and Strategy, Global Events Department  | NBA
  • Leana Salamah, Vice President, Marketing | International Housewares Association

This thought leader panel will discuss shifts from digital complacency to the active pursuit of digital excellence through optimization of various digital channels and what digital transformation means to you, your customers and fans and the impact on your brand’s marketing strategy.

11:00 AM – 11:30 AM
Networking Break Brought to you by

11:30 AM – 12:30 PM
Thought Leaders Panel – Focus on EMERGING MODELS – STAYING RELEVANT
Session brought to you by

Moderated by David Saef, CTSM, Senior Vice President of Strategy, Advisory Services | mdg, A Freeman Company

  • Erin Dunstan, Managing Vice President of Sales | Maritz Global Events
  • Nicole Hallada, Senior Vice President of Exhibitions & Marketing | Association of Equipment Manufacturers
  • Desiree Hanson, Executive Vice President | Clarion Events North America

Credited to Winston Churchill, “never waste a good crisis” seems the perfect battle cry for our industry as we look to simultaneously rebuild and reinvent – all while refusing to fall prey to the comfort of our routines ala ‘same as we’ve always done it.’  In this moderated session you’ll hear from industry leaders who have chosen not to waste the pandemic by demonstrating creativity and evolving their business models and organizations.

12:30 PM – 12:45 PM
Grab & Sit Lunch Brought to you by

12:45 PM – 1:15 PM
Closing Keynote with Dr. Sam Potolicchio, President | Preparing Global Leaders Forum

1:15 PM
Predict Ends

*Predict is worth 5.5 CE Credits for Attending