Industry experts will provide personalised “content” at BTC in a new format, called Personal Expert. It will offer exhibitors, visitors and hosted buyers the opportunity to meet individually with representatives from the Italian and international media, who will share their know-how on selected topics. The idea is to give BTC participants the opportunity to access professional content on an individual basis, in a more personalised way than is possible during seminars, and to discuss it with experts who command a broad view of the industry and its most topical issues.Thus, a new format, called Personal Expert, is to be launched at BTC, the Italian trade show for the events, meetings, conferences and incentive travel industry, which will take place at the Fiera di Rimini Exhibiton Centre on 30 June-1 July 2011. It will enable exhibitors, visitors and hosted buyers to tap the know-how of some of the main specialist Italian and international media, whose representatives will be available for one-to-one meetings on the topics in which they are most knowledgeable. The Personal Expert stations will be open during the two days of the show in the Media Village, located in the BTC exhibition floor, for enquiries, discussions and questions.
Each expert media company will cover a list of topics: Meeting e Congressi, for example, represented by Editor-in-Chief Marco Garavaglia, will deal with industry publishing and media, institutions, associations and networking in the meetings industry, and trends in incentives for events; the magazine P5 will explore advertising techniques best suited to the hotel industry (with particular reference to using the iPad), tailoring the marketing mix, rules for writing a press release, how to gain new customers through magazines and the technique of Bookpushing, which transforms the brand into a novel.
Two international media companies have been selected for the programme: the UK’s CAT Publications and Germany’s Tagungs Wirtschaft. CAT Publications will be represented by International Sales Manager Marek Phillips, who will explain how to run a successful online marketing campaign, how to evaluate the right media for the target audience, how to maximise UIA and ICCA research to promote a destination and understand competition, how to attract UK buyers to promotional events and how to benefit from ICCA membership. For Tagungs Wirtschaft, editor Karl-Heinz Angst will look at the topic of green meetings in Germany, illustrating the measures that events services providers implement to make events sustainable, and will reveal the latest data and trends relating to the German meetings and events market and the outgoing behaviours.
Available timeslots for the Personal Expert stations, and the complete list of Personal Experts, will be published on the BTC website.
