Behind the scenes of DS World

Members of the planning team reflect on what it takes to execute such an enormous event.

At this year’s DS World in Las Vegas, attendance surpassed 7,000, setting a new record for the meeting that offers four days of nonstop workshops, lectures, networking events and, of course, premium entertainment. With so much going on, you may have wondered what it takes to pull off such a major event. Putting together a meeting of this magnitude and scope takes months of planning and preparation. Leading this undertaking are Vice President of Marketing Ingo Zimmer and Julie Bizzell, Director of Marketing Services in the U.S. The editorial team asked Julie, Ingo and members of the Marketing team to share a little bit about their role and what the conference experience is like behind the scenes.

How long have you been involved with the conference?

Bizzell: I’ve been working on this event for 10 years now. From the CEREC 25 event, which started out with hundreds of attendees to DS World, which has grown to 7,000+.

When do you start preparing for the conference?

Bizzell: Active planning for each DS World starts approximately 18 months prior to the event and continues through completion. Behind the scenes, we plan further in advance for location, attendee numbers, etc.

How many people did it take to plan and execute this year´s meeting?

Bizzell: Pretty much the entire CCO Marketing team gets involved. While a core group of team members carry the bulk of event planning activities, it’s usually an all-hands-on-deck undertaking to deliver a successful experience to attendees. The core Marketing group is on the ground to make sure everything runs smoothly. There’s no rest for this team, with some people pulling 18 to 20-hour workdays.

This year’s meeting was a huge success. How does the team do it?

Bizzell: I think our enthusiasm and love of this event is what motivates us. Sure, there are moments of frustration, but, in the end, how can you be in Marketing and NOT love an incredibly well-crafted sales event? Not only does this event improve the lives of our attendees, it improves us as marketers.

DS World - behind the scenes.

Did anything unexpected happen during the meeting?

Bizzell: This year, our lanyards and badges weren’t delivered on time. But with quick planning, we were able to print badges and laminate them at the business center onsite. This hiccup could have caused major issues, but, because the team is such a well-oiled machine, we were able to pull together and overcome this crisis.

Is there something about the job that we don‘t know?

Bizzell: There’s a lot of walking involved. According to my Fitbit, I walked a total of 64 miles for the five days I worked at the conference.

What is your most satisfying moment of the conference?

Bizzell: I love details – they both challenge and satisfy me. There are so many to remember with an event this size, but it brings me a lot of joy.

Ingo Zimmer, Vice President of Marketing

Having experienced big names like Imagine Dragons, Katy Perry, One Republic, Will Smith and Jerry Seinfeld, people have high expectations. The bar is set incredibly high - but that is also very motivating and ultimately rewarding. I love the moment when the General Session door opens on the first day, and I see dentists running into the room trying to get the best seats.

Danny Vezmar, Director of Marketing — Preventive, Restorative & Lab

For the last two years, I have chaired the ‘sponsors and exhibitors’ committee, focusing on recruiting companies to attend DS World that our customers want to engage with. This year, we set two new DS World records, both in the number of exhibitors, and the revenue generated from companies that attended. Feedback from exhibitors is consistently positive, many claiming that DS World is the best dental event they attend all year.

Javid Tokhi, Director, Digital Strategy & Integration

This year’s DS World broke records on multiple fronts, particularly for the partner programs with the dealers. What makes our program with the dealers so incredible is the opportunity the clinician has to learn about the technology, as well as meet the community who owns these technologies. To witness their excitement is the key ingredient of what makes DS World so special.

Some pictures of this year´s DS World and our colleagues interacting with customers.
Some pictures of this year´s DS World and our colleagues interacting with customers.
Some pictures of this year´s DS World and our colleagues interacting with customers.
Some pictures of this year´s DS World and our colleagues interacting with customers.
Some pictures of this year´s DS World and our colleagues interacting with customers.
Some pictures of this year´s DS World and our colleagues interacting with customers.