3. $188 B $118 B
Tax Revenue
Payroll for
Income for Federal, Stat
Americans e & Local
Source: Economic Impact of Travel and Tourism
4. PASSIONATE ADVOCATE
“Motivation
determines what you do.
Attitude
determines how well
you do it.”
- Lou Holtz
Retired Football Coach &
TV Broadcast Analyst
9. PASSIONATE ADVOCATE
1.8 Million Meetings
$263 Billion in Spending
1.7 Million Jobs
Convention Industry Council
Economic Significance of Meetings to the US Economy
23. MASTERING CHANGE
“What we really need is a
mindset shift that will make
us relevant to today‟s
consumers, a mindset shift
from „telling & selling‟ to
building relationships”
- Jim Stengel,
Former Global Marketing Officer
Proctor & Gamble
25. MASTERING CHANGE
rnet Blogs Chain Hits
TV Media Television
Social Networking Lin
FTP Chat Virus Comm
earch GO Enter Portal
Email WEB Desig
king Business Marketing
etwork Spam Forums Do
on Connecting Contact
rdination Sales Follow
33. MASTERING CHANGE
Purchase influences
Highly influential in decisions to purchase a product or service All adults
Word of mouth 54%
Information from a website 47%
Email sent by someone you know 42%
Something you read in an online interview 31%
Something you heard on the radio 29%
Television ad 27%
Something you received in the mail 25%
Magazine ad 23%
Newspaper ad 22%
Online ad 17%
Email sent by an advertiser/company 16%
Informercial 12%
Mobile phone ad 11%
34. MASTERING CHANGE
of all brand conversations contain a
specific reference to marketing or media
as a content source
Source: Keller Fay, base: 162,376 conversations
35. MASTERING CHANGE
of all brand conversations contain a
specific reference to advertising
Source: Keller Fay
