Issue link: https://digital.copcomm.com/i/140546
•pg_14-22__BMT_pg3-58 6/21/13 9:09 PM Page 20 adoption of hybrid and virtual meeting and trade show extensions. We've debunked the myth of cannibalization, now we need organizations to embrace online extensions as a channel to reach a broader audience with their education and products and services." There are three strong trends PCMA is focusing on in 2013. The first is the proliferation and advancement of technology. Meeting and trade show audiences expect to engage with and be engaged by technology. Our members wants us to show them what's new, what's affordable and what they can use at their own meeting. "Second, is the globalization of meetings," says Sexton. "More and more we find our members are producing meetings outside the US and they need qualified resources and local information for these destinations and venues they don't know well. Simultaneously, organizations in Europe and the BRIC countries (Brazil, Russia, India, China) want to know how to best connect with the US audiences — both for target attendees and product/services buyers." The third says Sexton, "is the impact of digital disruption on the meeting audience's behavior. We already know this disruption has shortened attention spans and increased the expectation of instant gratification — challenges indeed, but we are responding to those behavioral changes and showing our members how to evolve their meetings to align with this new audience." Sexton left us all with something to ponder when it comes to the impact of technology, "…what will the next behavioral change be, because more is coming?" THE ULTIMATE GROUP TOUR DESTINATION World-class museums, attractions steeped in history, and breathtaking natural landscapes. And that's just the beginning. A Massachusetts tour has everything from pristine beaches to authentic college towns, every bit infused with a unique culinary tradition and an unforgettable sports atmosphere. For everything you need to plan the ultimate Massachusetts tour, contact ken.brissette@state.ma.us or call 800-227-MASS x8568. massvacation.com/grouptour 20 B M & T ••• May/June 2013 ••• www.blackmeetingsandtourism.com