Making Meaningful Connections in the “City in a Forest”: Business Development Opportunities at the 2024 Annual Meeting

Sacha Colquhoun (INTA, USA)

Business Development (BD) is a vital aspect of INTA’s Annual Meeting, providing registrants with crucial opportunities to connect with friends, clients, and colleagues, make new business connections, and explore the Meeting’s dynamic host city. With 8,300+ brand professionals from 132 countries already registered for the 2024 Annual Meeting taking place in Atlanta, Georgia, USA, May 18–22, it is important for registrants to take a strategic approach to planning their schedules and to achieving their BD goals.

Sacha Colquhoun has led INTA’s BD programming since 2022, including at the 2022 and 2023 Annual Meetings in Washington, D.C., and Singapore, respectively. Here, she previews what registrants can expect from the new GameOn Sports Arena, discusses how this year’s excursions take advantage of Atlanta’s rich culture, and shares helpful tips for registrants looking to make the most of the many BD offerings available at this year’s Meeting.

INTA’s approach to Business Development (BD) continues to evolve every year. How has INTA altered its approach for the 2024 Annual Meeting?
You’re absolutely right—BD is constantly evolving, and this year, we’re taking it a step further by introducing the GameOn Sports Arena. We believe the Arena will add a new level of fun and camaraderie to our Meeting by providing registrants with the chance to reserve time for friendly yet competitive games of football, tennis, volleyball, and other activities. The Arena will also feature our revamped merchandise store where attendees can purchase INTA swag. This year’s Annual Meeting is already shaping up to be a fantastic gathering, and we’re confident that these new additions will make it even more memorable and enjoyable.

Our host city, Atlanta, is one of the largest innovation hubs in the South. How do the BD offerings take advantage of the city’s innovative spirit?
Atlanta is home to numerous tech companies, mega corporations, and renowned colleges, including some of the country’s top-tier historically Black colleges and universities. To make the most of our visit to Atlanta, we’ve planned some exciting excursions that will give registrants an immersive experience into the city’s rich culture and history. For example, we will be visiting the World of Coca-Cola, where participants will learn about the science, creativity, and innovation behind the Coca-Cola Company’s soft drink brands. We will also be taking the Atlanta Time Travel Trolley, which will take us through the city’s iconic neighborhoods, while the tour guide connects local stories of innovation from the past with present-day achievements and milestones. Additionally, we highly recommend the BeltLine Graffiti—Leave Your Mark in ATL! excursion that will showcase Atlanta’s innovative spirit and street art.

Can you please share a few BD excursion suggestions for registrants looking to sample Atlanta’s unique culture?
Participants can enjoy a variety of exciting cultural experiences during their stay in Atlanta. The Buckhead Retail Rendezvous offers a tour of the most beautiful mansions and historic landmarks in the famous Buckhead neighborhood, followed by a shopping experience in the area.

For those who prefer a more active adventure, the Fall in Love with Atlanta Bike Tour is an eight-mile ride through the city. If biking is not your thing, the National Center for Civil + Human Rights Tour offers captivating exhibits and galleries.

Foodies can unwind with our Progressive Dinner, which includes three distinct experiences at each stop.

Atlanta is known as the “City in the Forest,” so we’ve arranged a Hiking Adventure and Kayaking Tour along the Chattahoochee River. Some excursions will be available on the day after the Meeting concludes to give registrants more time to explore everything Atlanta has to offer.

Speed Networking and Table Topics are among the most popular offerings and provide unique opportunities to network in small groups in a finite amount of time. This year we have a record number of Table Topics. What are your tips for registrants looking to make the most of these opportunities?
We are thrilled to offer you a selection of 350+ Table Topics. With so many options, you are bound to find a topic that suits you and allows you to share your thoughts, exchange ideas, and establish valuable connections with other professionals who share your interests. I must point out that many sessions have already sold out, so we encourage you to sign up for a Table Topic as soon as possible to secure your seat at the table.

If you’re looking to expand your professional network, we encourage you to participate in our Speed Networking sessions. These are great opportunities to meet other registrants, especially if this is your first Annual Meeting. Bring your elevator pitch and be ready to make new connections. You never know who you might meet and what opportunities may arise from these interactions.

BD at an INTA Annual Meeting includes receptions and workshops that also present valuable opportunities for registrants to network and make connections. What are some of the receptions and workshops taking place in Atlanta?
There are several receptions being held over the course of the Meeting. If this is your first Annual Meeting, you should attend the Annual Meeting Registrant First-Time Orientation and Reception taking place from 3:30 pm to 5:30 pm on Saturday to start making connections. All registrants are encouraged to attend the Welcome Reception from 6:30 pm to 8:00 pm on Sunday, May 19, immediately following the Opening Ceremonies. There are several other receptions taking place throughout the week, including the popular regional receptions.

This year’s Grand Finale at Mercedes-Benz Stadium is not to be missed. It will be a fantastic event. We would like everyone to wear attire that represents their favorite sports team. This could include caps, jerseys, scarves, or any clothing in their team’s colors.

We are excited to bring back our Lunch and Learn session for the 2024 Annual Meeting. This year’s topic is Unlocking Your Path to Identifying, Achieving, and Selling Your Vision. The Lunch and Learn will take place on Monday, May 20, from 11:30 am to 1:30 pm and will offer registrants an opportunity to engage in a series of focused learning segments designed to identify and clarify the tools and skills you need to acquire and the steps to take to achieve business growth and success. Through engaging in interactive exercises and learning about practical tools, registrants will walk away with fundamental skills and a deeper understanding of what it takes to obtain success in business development.

Finally, the BD Lounge is a great spot for more laidback and low-key networking activities throughout the Meeting.

Let’s pretend you’re a registrant, and your primary goal for this Annual Meeting is to develop new business. What is the most important thing you need to do to prepare before you arrive in Atlanta? 
I would attend a Pre–Annual Meeting in my city to get a head start on making connections, sign up for BD activities before they are sold out, check out the INTA events email sent out on Mondays, and follow INTA on social media. And, of course, download the 2024 Annual Meeting app once it becomes available. These tips will help you keep track of all the great BD opportunities available at the Meeting, so you can make a plan to achieve your goals.

Learn more and register for the 2024 Annual Meeting.

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