Today’s Trailblazer guest takes us behind the scenes to discover how one medical association is boldly reinventing their conference and trade show, transitioning from a medical education event to a total brand experience. In this interview, Tom Pellet shares some key points the American Academy of Family Physicians (AAFP) has learned so far in the process of rebranding their largest annual event, including:
- Why it’s important to understand various audience personas
- The number one thing you must do before beginning the rebranding process
- How to tie education back to what’s available on the show floor so attendees can create a customized experience
About Tom Pellet:
Tom has built a reputation in the meetings industry as an innovative leader who knows how to get things done. As Meetings & Convention Director for AAFP, he is responsible for all meetings and convention operations of the 110,600-member organization. He oversees the coordination of more than 55 meetings annually, including the organization’s largest meeting, which involves more than 10,000 attendees and 250,000 square feet of exhibit space.
Before coming to the AAFP, he held leadership roles at a number of other organizations throughout his 40 years in the meetings and trade show industry, including Cygnus Business Media, the Society of Petroleum Engineers, Miller Freeman, and more.