The executives and senior-level staff members of every mystery shopping company must INNOVATE in order to prosper. Attend the Mystery Shopping Providers Association, North America Annual Conference in Atlanta, Georgia, October 18-20, at the InterContinental Buckhead Hotel. We'll help you develop your best forward-thinking practices so you can look ahead to 2012 with anticipation and excitement. During the next few years, the shape of our industry will change dramatically. The only way to keep pace with that change is through innovation. Companies that weather the flurry of business adjustments and the cycle of business expansion and contraction will be those that INNOVATE!

One of the principal reasons for MSPA's formation in 1997 was the need for advocacy for the industry. Legislative and regulatory attacks literally put the mystery shopping industry at risk of disappearing. For that reason, it is appropriate that we join together to ADVOCATE for the industry. Leveraging the knowledge, experience, and commitment of the leaders of the industry, we can and will be the voice of reason in what is sometimes a clatter of noise. In Atlanta, you'll hear from the greatest minds in our business and the finest legal and legislative partners we have encountered about what to expect in terms of governmental intervention and how to position our industry and your company for the best possible outcomes.

Aftab Anwar Startex Marketing	Erik Brooks PROPHET	Elaine Buxton Confero	Mike Green Customer Impact, LLC	Joe Hashim Shopmetrics
Russ Hollrah Hollrah Leyden LLC	John Hsu SASSIE	Mike Mershimer HS Brands	Tom Mills HS Brands	Benji Miller Eyespeak
David Rich ICC/Decision Services	Lynn Saladini ath Power Consulting	Erin Steinbrugge The Loud Few	Rich Wilson Big Scary Cranium	Tom McFeeley Thomas J. McFeeley Communications

Located at the foothills of the southern Appalachians, the landscape of Atlanta is predominantly characterized by rolling hills and broad, smooth uplands. The capital of Georgia, Atlanta is a world-class, modern city with a rich, passionate history. It is a Brave and Beautiful City with an impressive legacy of leadership, progress and inspiration. Atlanta is known as the cultural center for the state with a vast array of museums, galleries and theatres. Atlanta is known also for its warm and friendly Southern Hospitality.



Accommodations

InterContinental Hotel Buckhead
3315 Peachtree Road, NE
Atlanta, Georgia 30326
404-946-9191
877-422-8254 - toll free

The InterContinental Hotel, a shining star in Atlanta's premier community of Buckhead, sets new standards of quality with international flair and southern hospitality. Buckhead is known as "The Beverly Hills of the East" and offers Atlanta's most luxurious shopping, dining and entertainment - all within a short distance from the hotel.

A special rate of $179 (single/double) (plus15% occupancy rate) has been secured for MSPA North America Annual Conference registrants. To receive the special discounted rate, you must identify that you will be attending the MSPA North America Annual Conference. To make your reservations, you may contact the hotel directly by telephone at 404-946-9191 (877-422-8254 toll free in U.S.). The cut-off date for reservations at the guaranteed group rate is Thursday, September 22. Reservations will then be accepted on a space available basis only and the Conference rate cannot be guaranteed. Please note: the conference rate will be honored 3 days prior to and 3 days after the Conference dates, based on availability.

Airport and Transportation Information

The InterContinental Hotel is located 17 miles (approximately 30 minutes) from Hartsfield-Jackson International Airport. The Atlanta Airport proudly bears the distinction of being the world's busiest airport and has long served as a valuable hub connecting various cities and countries around the world. Approximately 30 national, international and regional airlines provide service to the Atlanta Airport making air travel convenient and economical for everyone. T.A.A.S. Airport Shuttle provides transportation to and from the Airport and the InterContinental for $20.50 one way and $37 round trip. Taxi service is available at an established rate of $44 for one person; $2 for each additional passenger.

Rates for parking at the InterContinental are as follows: Daily Self-Parking: $8; Daily Valet-Parking: $15; Overnight Self-Parking: $20; Overnight Valet-Parking: $30

MSPA has partnered with American Airlines to provide Conference attendees a 5% discount for the Annual Conference in Atlanta (Valid Dates: October 14-24). To easily access American's fares and apply this discount, go to www.aa.com to book your flight. Place the MSPA Promotion Code 41H1BQ in the promotion code box and the discount will be calculated automatically. This special discount is valid off any applicable published fares listed for American Airlines, American Eagle and American Connection. International originating attendees will need to contact their local reservation number and refer to the Promotion Code. . A service fee will be added to the price of tickets for reservations made by calling the Meeting Services Desk (800-433-1790).

Temperature/Attire

October weather in Atlanta is traditionally very comfortable. The normal high is 72 degrees with a low of 53 degrees. Business casual is appropriate for all meetings including Tuesday evening's Welcome Reception. Attire for the Wednesday evening event at Ten Pin Alley is "bowling chic." Please remember that hotel meeting room temperatures are seldom set at a comfortable level for everyone. You are encouraged to dress appropriately and bring a sweater or jacket in the event you become too cool.

Sponsorship and Exhibit Opportunities

The MSPA NA 2011 Annual Conference and Exhibition offers opportunities for companies to sponsor events and activities. Sponsorship levels that will fit any budget are available with benefits ranging from acknowledgment at the Annual Conference to logo exposure on the MSPA official website. Table top exhibits are also available to MSPA members and non-members. Those interested in participating as a sponsor and/or an exhibitor should contact MSPA headquarters at 972-406-1104 ext. 13 or email Suzie Oliver at [email protected].

STRIKE! Optional Event: Wednesday, October 19 - 300 Atlanta

DAY 1
Tuesday, October 18
12:00 noon - 5:00 pm—Registration
5:00 pm - 8:00 pm—Welcome Reception
Exhibition
The Mystery Shopping Providers Association’s 2011 Annual Conference is designed to provide attendees with opportunities to build connections with leading industry suppliers and member companies from around the globe. The Welcome Reception and Exhibition is the perfect time to meet and network with colleagues, new members and guests! Appetizers and beverages will be served while leading industry suppliers exhibit and present their latest technology enhancements, products and services.

Wednesday, October 19
7:00 am— Registration
7:30 am - 8:40 am— Continental Breakfast
New Member Orientation
Mike Green, Customer Impact
BY SPECIAL INVITATION
New Members (since September, 2010) and First-Time Conference Attendees are invited to this special breakfast hosted by the MSPA Membership Committee and Board of Directors. Attendees will meet other new members and first-timers and will learn how to optimize MSPA's educational and networking opportunities. Plan to arrive no later than 7:45am - a short welcome and orientation will begin at 8am.

7:30 am - 8:40 am— Continental Breakfast
Visit with Exhibitors
Enjoy beverages and light fare while networking with other Conference registrants and exhibitors.

9:00 am - 9:15 am— Opening General Session
President's Welcome and Open Forum
Lynn Saladini, ath Power Consulting Corporation
MMSPA NA President, Lynn Saladini, will officially welcome registrants and open the 2011 Annual North American Conference.

9:20 am - 10:55 am— General Session/Keynote Speaker
Training Camp: What the Best do Better than Everyone Else
Jon Gordon, The Jon Gordon Companies
Have you ever wondered what makes someone great in their field of work? Based on his work with professional sports teams, world-class organizations, and interviews with top professionals in a wide variety of fields, Jon Gordon discovered that the best of the best share a number of similar characteristics. There is a formula for success. There are habits that the best do that others don't and things that they do better than everyone else. There is a way that the best of the best approach their life and work and craft that differentiates themselves from others. This formula is predictable, repeatable and a process anyone can follow. In this inspirational keynote, Jon shares invaluable wisdom, deep insights and proven strategies on what it takes to bring out the best in yourself and your team. Whether you play sports or the piano or work with numbers, a computer or a scalpel, these lessons apply to everyone who must climb the mountain before reaching its peak.

11:00 am - 12:00 noon pm—General Session
MSPA Global Discussion and Town Hall Meeting
Elaine Buxton, Confero, Inc, Immediate Past President, MSPA NA; Aftab Anwar, Startex Marketing, Founder, MSPA Asia Pacific; Tom Mills, HS Brands, Past President, MSPA NA
Engage in an Open Forum to discuss the current state of MSPA on a global level and the plans for the future of the MSPA world-wide. Members will have an opportunity to spotlight key areas for discussion throughout the Conference (editing, scheduling, IT, accounting, outsourcing, hiring/terminating practices, etc.)

12:15 pm - 1:20 pm— Luncheon
Legislative Issues and Mystery Shopping: What's Next?
Russ Hollrah, Hollrah Leyden LLC
This presentation will provide an overview of the principal federal and state legislative developments during 2011 that could affect mystery shopping as well as the legislative threats and opportunities presented by the election year 2012.

1:30 pm - 3:00 pm—Panel Discussion
The Future of Social Media in Mystery Shopping
David Rich, ICC/Decision Services, Moderator; Benj Miller, Eyespeak; Erin Steinbruegge, The Loud Few; Rich Wilson, Big Scary Cranium
Social media is changing the dynamics of the customer's experience at every level, delivering power that once resided solely in corporate offices to the individual consumer. As these changes in the customer's interaction with business take place, businesses are making adjustments in the ways they view the customer experience and the ways they measure and respond to customers. These changes already have altered the mystery shopping business, but the changes to come will dwarf those we have seen thus far. Using social media to seek mystery shoppers is the tip of the iceberg. Today and tomorrow, mystery shopping will be part of the "big data" discussion about integrating customer experience information, including data extracted through social media, interactions with marketing communications, and innumerable other customer-focused practices. In this session, you will hear from experts who will discuss emerging developments in social media and SEO, as well as practical ways for mystery shopping companies to position themselves both to better serve their clients and better position themselves to get and keep new clients.

3:05 pm - 3:25 pm—Refreshment Break with Exhibitors

3:30 pm - 5:00 pm—General Session
Meeting and Exceeding Your Goals through Strategic Public Relations
David Margulies, The Margulies Communication Group
Positive publicity enhances credibility, gains access to decision makers and is a proven method of building a business. This session will demonstrate cost effective ways to break through the clutter to help your business get the positive attention it deserves.

7:00 pm - 10:00 pm—Optional Event
An Evening at 300 Atlanta
Reservations for this all-inclusive event must be made in advance! See this link for details.

Thursday, October 20
7:30 am Registration

7:30 am - 8:25 am—Special Invitation Breakfast
MSPA NA Benchmarking Survey: Maximizing Value(by invitation only)
Participants in the 2011 MSPA North American Benchmarking Survey will meet over a full breakfast to discuss how to use the results of the survey to maximize their companies' profitability. Plans for the 2012 survey will be discussed, as well, and participants will develop recommendations for changes for the next survey.

7:30 am - 8:25 am—Continental Breakfast
Light fare and networking with other Conference attendees

8:30 am - 9:30 am—General Session
Crisis Prevention in the Internet Age
David Margulies, The Margulies Communication Group
Social media provides new threats and opportunities for the business community. This session will outline specific steps every organization should take to enhance and protect its reputation in social media and demonstrates how controversies migrate from social media to mainstream newspapers, television networks and local broadcasters.

9:35 am - 10:45 am General Session
Antibiotics for Business…Don't Treat Symptoms…Start Practicing Cures
Alan Adler, Alan Adler Associates
This session will cover current and emerging market trends and customer/employee expectations. It will re-define "great" leadership and share suggestions of cultural innovations necessary to survive and prosper in a post-recession market environment. The session will demonstrate how practicing new strategies, like antibiotics for business, can help cure the disease and get rid of the pain caused by the challenging economy!

10:50 am - 12:10 pm—Panel Discussion
Detecting and Responding to Shopper Fraud
Mike Mershimer, HS Brands, Moderator; Erik Brooks, PROPHET; John Hsu, SASSIE; Joe Hashim, Shopmetrics; Representative from U.S. Secret Service – Atlanta Office
The integrity of the industry and the credibility of your business are on the line with every mystery shop your company schedules. When you uncover faked receipts, multiple shopper names all attached to the same physical or email address, or you learn that a shopper did shops in Memphis and Seattle within minutes of one another, you know there are problems. But it gets worse when your clients start wondering whether ANY of your shops are legitimate. In this session, you'll hear a panel talk about how to take advantage of technology to detect and respond to shopper fraud. In addition, we have contacted the Secret Service about getting a panelist from the Atlanta office to serve on the panel to talk about how to make a case against bad shoppers and who might take the case.

12:15 pm - 1:30 pm—MSPA NA Installation Luncheon
The 2010-2011 Board of Directors will be recognized for their dedication and contributions to MSPA NA and the mystery shopping industry. The newly-elected slate of Officers and Board Members will be introduced.

1:45 pm - 3:00 pm—General Session
Reach the Customers You're Not Getting, But Should Be
Kelly McDonald, McDonald Marketing
Diversity is not a fad. It’s here to stay and tapping into new market segments means big business. Learn the seven steps to help grow your sales, profits and build loyalty with new customers. Adapt your products, your services or your marketing messages to reach new markets and learn how to avoid mistakes. You will learn how to cultivate new and diverse customer segments with confidence. Do’s and don’ts are covered in detail. Real life, real world examples–good and bad–will help you understand the successful approach.

3:05 pm - 4:25 pm—General Session
Improve Cash Flow and Grow the Value of Your Business
Alan Miltz, Pearl Finance
Don’t leave the Conference until you’ve learned the financial techniques used by the best global companies to measure performance and eliminate their financial blind spots. The biggest danger in your company is information unknown to you but known to others. What are the feedback mechanisms that the best CEOs deploy to eliminate their blind spots? Alan Miltz will share 20 years research in a dynamic presentation that will change the way you look your company. Alan’s techniques have been implemented by global banks, accounting firms and corporations and are easily understood by those who are responsible for driving change, including non-financial executives.

4:30 pm - 5:00 pm—General Session Wrap-Up
MSPA PR Resource Update
Thomas J. McFeeley, Thomas J. McFeeley Communications
Tom will update members about his public relations efforts for the MSPA (and the mystery shopping industry as a whole), as well as instruct members on the nuts and bolts of public relations. He will instruct members on how to conduct their own public relations activities and campaigns in their regions. Thomas J. McFeeley is a former award winning business and political reporter for The (Stamford, CT) Advocate and Greenwich Time. While there he also authored a weekly humor column that appeared on the L.A. Times Syndicate and in newspapers around the country. In 2001, he began his public relations career as director of communications for a gubernatorial candidate in Connecticut. Since that time he was worked for and on behalf of a global technology firm, a national non-profit charity and a pair of New York City area public relations firms. There he serviced Fortune 500 clients, national franchises as well as mom-and-pop small businesses.

We'll wrap up the 2011 Annual Conference and Exhibition with a quick look at the year ahead!

Registration Fees