Breakfast served in the Central Park East Meeting Room             
Sponsored by Metropolitan Exposition Services, Inc

9:15-9:45am

Keynote

Metropolitian
Ballroom
West

Growth; Brand Extension Through Globalization

As the world gets smaller, what opportunities exist for your company and products to grow? Hear from those who have launched existing or new products abroad - the promises, pitfalls and profits that can occur when you take your event international. This session will cover the following important topics:
  - Doing business overseas - different cultures, laws,
    customers, visas, etc.
  - New launch? Should you bring your existing show overseas?
  - How to find the right partner overseas
  - Extending your brand overseas
  - Licensing pros & cons
Learn from the successes (and mistakes) of others. It may be a small world - this session helps your business to get bigger!

	Moderator: John Gallagher, Senior Vice President, EJ Krause & Associates
	Panelists: Tom Cindric, Show Director, Hanley-Wood Exhibitions
	Ian Faux, Vice President, dmg World Media UK
	Mary Larkin, Vice President, Diversified Business Communications

Sponsored by Renaissance Shaumburg Hotel & Convention Center

Sales vs. Operations - A Battle Royale?

How do you balance between the left brain and right brain thinkers on your team? The interaction between the sales/marketing department and the operations department can make or break your event and budget. Hear from those who have successfully shifted focus towards the customer, towards event profitability, and away from turf wars. The result? A successful and profitable event! Change “growing revenue vs. managing expenses” to “growing revenue AND managing expenses” - and keep the peace in your office!

	Speakers: Mary Upton, Vice President, and
	Karen DiTomasso, Director of Exhibitor Sales, The ASI Show!
	Liz Hitchcock, Show Director and
	Kristen Anderson, Operations Director, Advanstar, Inc.

“The Good, the Bad and the Ugly” – Learning From Other Shows

Leaders in our industry are recognized annually in a number of ways, including TSW’s Tradeshow 200 & Fastest Growing 50. From this panel of winners, learn a variety of important things, including:
- Best practices
- How they have grown their shows - the methods they’ve used
- Where are the sweet spots? Identifying great ideas that
have staying power
- Pitfalls, failures and challenges to staying on top and
growing quickly
Also, learn what to watch for before it’s too late; why past shows may have failed; and various challenges the most successful shows faced; including growing too fast. Learn what it takes to ride the wave to success and stay on top!

	Moderator: Mary Beth Rebedeau, Executive Director, SISO
	Panelists: Bob Callahan, Show Director, Diversified Business Communications
	George Jage, President, SFG Group
	Chuck Yuska, President, Packaging Machinery Manufacturers Institute

Sponsored by Freeman

Marketing a Mature Event - “Keeping the Balance”

Year in and year out your event leads the market - right?? How about 5 years from now? 8 years? Come to this session to hear how these show organizers have stayed on top for over 10 years. The vital insights at this session can help you - no matter what stage your event is entering! Learn how to:
- Keep the material fresh & retain audience
- Add new flare to the fundamentals of success
- Grow market share while retaining audience
- Tailor the sales and marketing messages to each attendee - new
and past
Keeping it fresh is an important strategy - and this session will make this daunting task a little easier.

	Speakers: Tim Bostwick, Executive Vice President, AMI
	Patrick Flynn, Vice President, National Association of Broadcasters

Sponsored by Chicago Convention and Tourism Bureau

Lunch, Members Meeting & Web Award Ceremony and Presentation

- Member Meeting
SISO Chairman, Carl Pugh of Radius Events will give a brief overview of SISO’s accomplishments, future goals and recognize the achievements of outgoing members of SISO Board of Directors and recognize the Neil Grossman 2007 Interns

- The First Executive Conference Web Award Ceremony
SISO, The Jordan, Edmiston Group and Tradeshow Week present the first annual Web Awards, honoring those in the event industry that best embrace the Internet and other available digital media options to enhance customer value.

Revenue Streams - “50 Tips in 90 Minutes”

The title says it all! Industry experts reveal 50 revenue streams for events and related products in less than 2 hours! This fast paced session could be the most profitable time you spend all year. Come prepared to absorb the best ideas and share your own.

	Moderator: Sam Lippman, President, integrated show management & marketing (ism2)
	Panelists: Ted Coene, Managing Partner, Group C Communications
	Tom Mitchell, President, Messe Dusseldorf, N.A.

Sponsored by Detroit Metro Convention and Visitor’s Bureau

Sponsorship Treasures-Adding to Your Bottom Line

Sponsorships remain one of the most high margin aspects of the events industry. This session lets you know if you should add more sponsorable items to your event, without diluting the overall impact of your current sponsors. Are your sponsorships priced effectively? Are you selling them with the latest techniques? Learn how to measure, quantify, qualify and price sponsorships accurately;
customized sponsorships vs. packages; how to sell sponsorships
effectively; and ROI. Pick up new perspectives at this exciting session designed to grow your bottom line.

	Moderator: Margaret Pederson, President of Exhibitions, Penton Media
	Panelists: Charles Allen, CEO, CW Allen Group
	Roseanna Hrabnicky, U.S. National Sponsorship Manager, dmg World Media
	Nancy Largay, Director, Business Development, Global Executive

Growth - Organic, New Launch, or Buy?

Learn from those who have followed each of these paths to growth! Which is the quickest? The least expensive? The most expensive? Can your company achieve the growth nirvana by doing all three simultaneously? The following topics will be explored:
- Brand Extensions, including co-locations and globalizing
- New Launches, including evaluating a good launch
(what makes it good?) and the “go or no go” point
- Acquisitions, including a review of various business models,
evaluating the attendee driven event, and broad based vs.
niche products
When companies stop growing, they start shrinking - don’t let this happen to you!

	Moderator: Charles McCurdy, CEO, Cannon Communications
	Panelists: Dorothy Belshaw, Senior Vice President, George Little Management
	David Blaza, Publisher, CMP Technology
	Scott Goldman, President, Eaton Hall Exhibitions

Sponsored by Berkery, Noyes & Company

The New Breed in Executive Sales Management

Are you using yesterday’s sales management techniques to sell in today’s hyper competitive marketplace? This is the session to learn the tricks, techniques and tips that top-notch sales managers are using to recruit, retool, and retrain their sales staffs - for today’s smarter and well-prepared prospective clients.
- Recruiting the “New Breed” of sales professionals
- Consultative sales - the new calling card
- Sales techniques - less cold calls = more consultative calls
- Telemarketing vs. face-to-face meetings
- How to use research to add to sales process
- Registration as an added tool for marketing/sales
Your sales staff - and your clients - will thank you for attending this session!

	Speakers: John McGeary, Vice President, Reed Exhibitions
	Stephen Pia, Founder, CoachMedia

Sponsored by Las Vegas Convention and Visitors Authority

6:30 PM

Rockefeller Center

Networking Reception and Dinner!

Join us at the world famous Rockefeller Center! Begin the evening with breath taking panoramic views - inside and out - of New York City and surrounding states, during the SISO networking reception at the famed Top of the Rock. Following this great networking event, we descend to Rockefeller Plaza, where many opportunities await - camaraderie, dinner, drinks, quiet corners to discuss the day’s activities or business deals, music, and even dancing, if you like. Then, the City that never sleeps beckons… who knows where this special evening will take you?

Sponsored by NYC & Company, Jacob K. Javits Convention Center, & Top of the Rock

8:30-9:45 am

Keynote

Metropolitian
Ballroom
West

Friday Keynote Session – Best Practices on the Web

This session will provide key data and analysis from the SISO, Jordan, Edmiston Group and Tradeshow Week Online Marketing and Management Survey for the event industry. It will offer best practices from across the industry, providing event producers with a road map highlighting key initiatives and helping them enhance their internet efforts. All attendees will also receive a copy of the final report.

	Presenters: Michael Hughes, Associate Publisher & Director of Research Services, Tradeshow Week
	Richard Mead, Managing Partner, Jordan, Edmiston Group, Inc.
	David Nussbaum, CEO, Sundance Business Enterprises
	Jack Powers, Director, International Informatics Institute

Sponsored by The Jordan, Edmiston Group Inc.

Key Issues; CEO and
Management Executives Track

Empire Ballroom WEST

Sales and Marketing
Treasures Track

Empire Ballroom EAST

Conference Development - Is Your Conference
Content Hitting the Mark?

As you add more educational content and workshops to your event, are you making the right choices? Maximize your impact, while
minimizing your expenses - learn from the best about conferences and education at events. The following will be examined -
- CEUs
- How to develop top-drawer content
- Organizing and working with Program Advisory Committees
- Location - sessions on the floor / off the floor
- Meaningful educational content is one of the primary
reasons many people attend events - this session will help
to make sure your content is credible and attractive.

	Speakers: Peter Gordan, Senior Vice President, PPM Media
	Melinda Kendall, Vice President and General Manager, IDG World Expo
	Seth Kerker, Director of Global Events, Access Intelligence

The Key to Successful Marketing - Newest Methods and Models

Hear from the experts on what is working in today’s fast paced and ever-changing marketing climate. These are real world marketing techniques that are selling more space, drawing more attendees and creating more profits by controlling the marketing monster! Topics include:
- Optimum marketing mix
- Electronic mediums like podcasts and RSS feeds
- Direct mail
- Hotel TVs
- Webinar participation
- Online show - instant messaging
- Getting to know your attendee’s buying behavior
The experience of your peers is worth 10 of the newest business books - marketers check in here!

	Speakers: Lorie Kisner, Vice President, Surf Show, dmg World Media
	Cris Levy, Managing Partner, Encore Media Partners

Sponsored by Orange County Convention Center

Creating Controversy for Your Event

There is nothing more powerful than stirring up controversy at your event. Attendees flock to it. Press relish it and your exhibitors, well... they typically are part of it. Join industry veterans as they explore the power of controversy and how it is created. During this session you will learn:
- What makes a good controversy
- How to solicit participants
- How to best stage your controversial event at your event
- How and when to pre-sell the controversy
And much more...

	Speakers: Glenn Gaudet, Chief Marketing Officer, Pulvermedia
	Bill Sell, Vice President & General Manager, Pulvermedia

Bonus Track!! Technology Case Studies – Personal Insights on New Products

45 minute presentations throughout the morning – check www.siso.org for updates.

The SISO technology track is unique. There are no sales pitches by vendors. Instead, show organizers partner with their favorite technology
providers and present case studies illustrating how a particular technology solution saved money, increased efficiency, gave added insight to customer needs, streamlined procedures, etc.

If you’re facing challenges and think perhaps that the answer is in new or different technology, then check back frequently at www.siso.org to
discover what your peers are touting. These could be the most important sessions at the conference!