What is the single most important thing attendees discover at your session?
I’ll be presenting 2 different sessions at the conference – one on Blogging for Business and the other on the Social Media. But I’d have to say that the single most important thing attendees will learn at both sessions is how to think strategically, not tactically about online communications.

What do you believe is the greatest innovation to affect the events industry in the past year?
Without a doubt, social media. I don’t think anyone can deny that it is changing the way we share, connect, learn and grow as well as who we do it with.

Where do you find inspiration?
I love to go outside of the industry to find inspiration – some of my favorite sources are TED.com, Springwise.com, Fast Company Magazine and Wired Magazine. I also read endless blogs in my RSS feed and every morning scan through NYT, WSJ, Globe & Mail and a few other dailies. When I’m driving, showering, exercising or doing chores I’m listening to audio books. I have a sick obsession with consuming information.

What excites you most about the year ahead in the events industry or your personal business?
We’re in the midst of an industry revolution. Industry silos are crumbling down as we cross-pollinate with professionals in other segments. Social media is redefining who we consider competition, who we consider affiliates, how we define our businesses, where we go to seek networking and growth opportunities. Business has been democratized. S/he who has the deepest pockets are not the ones who are capitalizing share of voice. Now everyone can play in the sandbox, but it’s those who offer the greatest value that will get the most attention. These are extremely exciting times.

What is the best piece of business advice you’ve ever been given?
Do things that make you uncomfortable. When we get caught up in what feels safe, we limit our possibilities.

BIO
Lara McCulloch-Carter has built her career on building successful brands. For more than 12 years, Lara worked agency-side leading strategic brand development for client such as Good Humor-Breyers, Scotts Canada, Reckitt-Benckiser, Shell and Cadbury Adams. In 2006, she joined her family business, Regal Tent Productions, in the special events industry.

In her short tenure, Lara was president of ISES Toronto and she was honored with the 2008 Spirit of the Industry Award from the Canadian Special Event Industry Awards as well as both a Leadership and a Dedication award from ISES Toronto.

Lara authors the award-winning blog, READY2SPARK.com, which is also the highest-ranked independent blog in the meetings and events industry. She writes a monthly column for Event Solutions magazine and is the founder of the Twitter Community #eventprofs, which was featured in Tim O'Reilly's The Twitter Book. Lara consults with event and design firms on how to attract customers through branding, marketing and social media.

COMPANY
You have to be known, be liked and be trusted to influence customers to buy. READY2SPARK helps savvy businesses ignite desire and attract customers through brand strategy, marketing communications and social media.

AWARDS
• 2008 CEIA Spirit of the Industry Award
• 2007 ISES Toronto Dedication Award
• 2007 ISES Toronto Leadership Award

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