ICCA Association Portal - Case studies

You can find a lot of articles written on clarifying why a meeting is being held and even more articles on the business value or return on investment of meetings. In my experience, though, most planners are missing another critical element—strategic meeting design. I use this term to mean looking at your events holistically, the way an ad agency would approach an ad campaign—even small meetings, training meetings, and other events that you might consider “cookie cutter” programs.

To read the full article, please follow this link to the website of our media member MEETINGSNET Magazines & E-Media, Penton Media.