It’s personality that counts

Are you a Tommy Teamer, a Karen Conscientious, a Mary Maverick or a Dan Driven?

Posing this question is key to hosting a conference or event in Scotland, according to a leading personality profiles expert.

Chris Elmitt, Managing Director of Crystal Interactive – a specialist audience engagement company – will present the theory to hundreds of delegates at the Business Tourism Scotland Conference at the SECC in Glasgow on Monday 11 November.

Chris will distribute 300 mini iPads to the audience for a unique interactive session, after which delegates, which will include conference and event organisers from throughout Scotland, will have a better understanding of how to make their own events appeal to a wide variety of personality types.

Chris said: “We’re all inclined to assume that everyone thinks the way we do, but the reality is that even in a group of people who seemingly have a lot in common, there will be a wide divergence of opinions and attitudes on the same topic.

“We can segment our audiences into four recognised personality profiles: Karen Conscientious, Tommy Teamer, Mary Maverick and Dan Driven. Understanding and accommodating such a wide range of personality drivers is not only critical to engaging fully with every member of your audience, but on a strategic level it’s key to proving your event’s value and ensuring its ongoing viability.”

Chaired by Stephen Jardine, the Business Tourism Scotland Conference is set to attract more than 300 business people from across the country’s thriving business tourism industry A series of presentations will show how they can use ground-breaking technology and trends to make the most of their events.

An industry steering group has worked closely with VisitScotland, Scottish Enterprise, Glasgow City Marketing Bureau, Marketing Edinburgh, Dundee and Angus Convention Bureau, and Visit Aberdeen to organise the event.

Dr Paul Redmond, who is famous for his studies into generational theory and how businesses can engage effectively with Baby Boomers, Generation X, Generation Y and the Millennials, will be among the speakers, as will renowned event producer Clare Amsel, who will join Million Dollar Round Table Director Ray Kopcinski to look at new technology and the importance of businesses realising that ‘the future is now’.

This year’s conference sees the introduction of a ‘Local Heroes’ session, with organisations such as the team behind popular #ScotlandHour and Machrihanish Dunes Golf Club and others showing examples of best practice through collaboration, social media, customer service, people development and sustainability.  And delegates will get an exclusive opportunity to ‘Meet the Buyers’ and find out what business tourism customers are looking for from Scotland.

Neil Brownlee, Head of VisitScotland’s Business Tourism Unit said:

“Business tourism is worth £1.9bn to the Scottish economy, but we must evolve to ensure we stay ahead of our global competitors.  The world is changing and businesses must innovate and reinvent themselves consistently to maximise growth. 

“The line-up at the Business Tourism Conference is simply outstanding.  Everyone attending will find out something they didn’t know before and at exactly the most opportune time – just before Scotland welcomes the world in 2014.”

Linda McPherson, director of Tourism at Scottish Enterprise, said:

"It is entirely appropriate that this conference takes place in Glasgow's Clyde Auditorium, on a site which houses a unique combination of exhibition centre, conference centre and arena.  With the addition of the recently opened SSE Hydro Arena, which we helped fund with a  £25 million grant, Glasgow is now one of only a handful of European cities capable of hosting large-scale international conferences which attract business tourists.

"We know that business tourists stay longer, spend 50% more than a leisure tourist, and tend to travel around Scotland.  Which is why this conference is critical in helping our business tourism companies find new ways to grow their revenue, attract more visitors and expand existing offerings.  It is great to see so many businesses attending on Monday who are keen to explore new business tourism growth opportunities that are out there."

If you would like to send a journalist or photographer to the Business Tourism Conference at the SECC on Monday, please contact: Kate Turnbull, Corporate Press Manager at VisitScotland, on 0131 472 2324 or email kate.turnbull@visitscotland.com