Event American Society for Training & Development (ASTD) Annual Conference & Expo Time Frame 1996 to 1999 Profile A large, mature professional event sponsored by an established non-profit membership organization. Up until 1996 had enjoyed a secure position as the leading event in their field. Threats Although the event offered excellent technology-related program content, it needed to get the word out in a way that would be noticed immediately. This major event was now confronted by a new aggressive for-profit competitor.