ONE EPIC EVENT That Changes Everything

Expo! Expo! isn’t just another trade show or networking event. It’s THE PLACE TO BE for show organizers to discover what’s possible when you dare to dream bigger.

What makes Expo! Expo! truly EPIC?

It’s where everything you thought you knew about organizing events gets turned upside down in the best possible way. This is where you’ll experience activations that you will want to implement at your own shows, discover behind-the-scenes strategies that industry trailblazers are using to exceed attendee expectations and walk away with a roadmap that speaks directly to your goals.

The First Timer Advantage: Your VIP Experience Awaits

If you’ve never attended Expo! Expo! before, you may qualify for IAEE’s Show Organizer First Timer Program, which is designed to make your inaugural experience absolutely unforgettable. Here’s what makes this opportunity so valuable:

Incredible Value Investment

Get full access to everything Expo! Expo! offers at a fraction of the cost. While regular member registration is $1,099, First Timers pay just $299 if you register by the BE SMART deadline on 17 October (or $499 after 18 October). That’s access to every learning session, the entire show floor, networking receptions and all general sessions.

Your Personal Welcome Mat

IAEE rolls out the red carpet with exclusive First Timer experiences that include a virtual orientation session, a special breakfast and a dedicated reception. Plus, you’ll have access to the First Timer Lounge – your home base for complimentary refreshments and connecting with fellow newcomers.

Three Ways to Maximize Your Expo! Expo! Experience as a Hosted Buyer

#1: Reimagine How You Build Your Events

Leave everything you think you know about event organizing at the door. At Expo! Expo!, you’ll see the latest trends and tactics in action through hands-on experiences that spark fresh ideas for your own shows. From tech solutions that will take your attendee engagement to new heights, to planning tools that turn complexity into simplicity, you’ll discover innovations that will inspire and invigorate your upcoming shows.

#2: Make the Ultimate Networking Playground Work for You

Great events happen when great people connect, and Expo! Expo! is built for exactly that. This isn’t just about collecting business cards – it’s about finding your tribe, swapping game-changing ideas, and forging partnerships that elevate both you and your events. Expo! Expo! energy is contagious, and the connections you make will continue paying dividends long after you return home.

#3: Turn Infinite Possibilities Into Your Reality

The First Timer experience includes exclusive meetings with exhibitors during show floor hours – your golden ticket to discovering solutions you didn’t even know you needed. Each conversation could be the key to solving a challenge you’ve been wrestling with or introducing you to a tool that revolutionizes your process.

Program Requirements & Commitment

To ensure you get the maximum value from this transformative experience, the Show Organizer First Timer Program includes specific participation requirements:

Qualification Requirements

• Must have never attended Expo! Expo! before
• Must maintain active IAEE membership through January 2026
• Space is limited, therefore IAEE reserves the right to limit opportunities

Mandatory Participation Elements

• Virtual Show Organizer First Timer Orientation (date and time to be announced)
• Show Organizer First Timer Breakfast: Tuesday, 9 December at 7:30 AM CT
• Show Organizer First Timer Reception: Wednesday, 10 December at 3:30 PM CT
• At least one visit to the Show Organizer First Timer Lounge during operating hours
• Four (4) scheduled exhibitor appointments during show floor hours, including one with Map Your Show

Important Note: Participants who don’t fulfill all program requirements, including the mandatory exhibitor appointments, will be charged the full registration rate of $1,099. Those who don’t meet qualifying criteria can still register as regular attendees.

What Others Are Saying

There’s a reason Expo! Expo! is THE PLACE TO BE. Here’s what previous attendees who have enjoyed Expo! Expo!’s Show Organizer First Timer experience have to say about it:

“Really enjoyed the First Timer program, there were a vast array of different attendees that participated.” – Rebecca Smith | Senior Event Manager | Etherio

“Loved the first timer program! It was awesome and I got to connect with so many great people!” – Madison Crawley | Manager of Event Sales | American Clean Power

“Expo! Expo! provided excellent education sessions and the exhibit floor had a good mix of all the suppliers I wanted to meet.” – Josh Henry, CMP | Meetings Manager | SPIE

“Overall, Expo! Expo! and the First Timer Program were great!” – Jeremiah Alger | Housing & Registration Manager | National FFA Organization (Future Farmers of America)

Ready to Take an EPIC Step Forward?

The Show Organizer First Timer Program offers an incredible opportunity to invest in your future, expand your possibilities and connect with a community that understands your challenges and celebrates your successes.

Exhibitions and events are moving faster than ever, and staying ahead of the curve means being where the future is being shaped today. At Expo! Expo!, you’ll learn how industry leaders are rethinking event delivery, scaling their operations and consistently exceeding expectations through proven strategies you can implement immediately. Don’t let this opportunity to be part of ONE EPIC EVENT pass you by!

Your EPIC journey starts in Houston this December – be sure to take advantage of the BE SMART registration ending 17 October! Click here to learn more the Show Organizer First Timer Program.

The post Have an EPIC First Timer Experience at Expo! Expo! appeared first on IAEE.

When I enrolled in the CEM Learning Program, I wasn’t yet the president of mdg (prior to my current position with Freeman). But I was already committed to building a career in the exhibitions and events industry, and I wanted to learn everything I could about it. With several years of work experience, a Master of Science in Business Administration and a strong foundation in marketing strategy, I understood how to promote events. What I wanted next was a deeper understanding of how they’re built.

At mdg, A Freeman Company, we help organizers grow attendance, amplify impact, and build brand affinity. But early on, I realized that to be the kind of partner our clients truly needed, I had to see the bigger picture. I didn’t need to become an operations expert, but I wanted to understand the environment in which my marketing strategies were being applied.

One of the four P’s of marketing is product, and in our world, that product is the event. The CEM Program helped me better understand that product – how it’s planned, structured, executed, and evaluated. From logistics and contracts to budgeting and risk management, I gained practical insights that enhanced my ability to collaborate and consult more effectively.

Just as valuable was the experience of learning alongside other professionals in the industry. The discussions, shared challenges, and perspectives of my peers made the journey richer and reminded me that continued growth is a team sport. That network has stayed with me and continues to shape how I lead and learn.

Now, as president of mdg and a CEM Faculty member, I have the privilege of supporting others on their own professional journeys. The CEM designation gave me a broader lens through which to view our industry and made me a more strategic, well-rounded leader.

If you’re wondering whether the CEM is worth the time, especially if you already have significant experience or education, my answer is absolutely. It’s not just a credential. It’s a deeper dive into the world we work in every day. It bridges gaps, strengthens partnerships, and gives you a more complete understanding of the business of events.

For me, the CEM wasn’t a beginning or an end – it was a powerful next step.

The CEM Learning Journey offers programs for professionals at all levels of their career in exhibitions and events. Learn more here!

The post Bridging the Gap: How Earning My CEM Made Me a Better Partner appeared first on IAEE.

I’ve been thinking a lot lately about how fundamentally our industry has changed and, more importantly, where we’re headed. As I speak with organizers, suppliers and industry veterans, the consensus is that we’re navigating a complete reimagining of what trade shows can – and should – be.

The pandemic didn’t just temporarily disrupt our business model; it permanently accelerated our evolution. I know some of us hoped we’d simply return to the “good old days” of traditional shows, but frankly, that ship has sailed. And you know what? That’s exciting news for those of us ready to embrace the next leg of our journey.

The exhibitors and attendees that show organizers serve today aren’t the same people they were five years ago. They expect year-round engagement, not just a few days on a show floor. They want personalized experiences that speak directly to their business challenges. They’re demanding seamless integration between their digital and in-person interactions. As an industry, we can either evolve to meet these expectations or watch someone else do it better.

Using data and analytics allows show organizers to curate a targeted attendee journey before the event and continue post-event. Successful business events will leverage the use of data to create communities of learning, networking and excitement that absolutely shapes a FOMO (fear of missing out) for future shows. Using data can help justify where to invest additional resources to drive innovation at the shows. The more that show organizers embrace this new mindset, the more relevant their show will be to the ever-changing attendee personas that are becoming key decision makers and influencers on what shows to attend and/or exhibit in.

Organizers are continually exploring and evaluating new technologies to develop strategies that build brand awareness and engage evolving attendee personas. How are you considering digital ads and social media platforms to tell your story in a compelling way? How are you experimenting with content marketing strategies and tracking engagement and conversions? As business events continue to evolve, it’s essential to explore emerging channels and adopt innovative technologies that align with your event strategies.

Omnichannel integration also offers us the opportunity to create innovative experiences where stakeholders can benefit from AI-driven matchmaking and real-time customization that enhance every interaction. For that to happen, our teams must understand both the art of event curation and the science of technology strategy. We need data scientists who appreciate the nuance of human connection. We need tech-savvy professionals who understand that at the end of the day, our business is about bringing people together in meaningful ways.

I believe the future of business events lies in their ability to deliver intelligent, personalized experiences that extend well beyond the event itself. Organizers who embrace this evolution will redefine how meaningful business connections are made in an increasingly digital world.

Our fundamental mission remains unchanged – we are still in the business of bringing people together. But we now have unprecedented tools to make those connections more targeted, more meaningful and more impactful than ever before. The journey ahead is complex, but for those of us willing to embrace change, the opportunities are extraordinary.

This month I challenge executive leaders to identify one area where your organization can begin integrating year-round digital engagement strategies, whether it be implementing advanced data analytics, developing AI-driven attendee matchmaking or creating omnichannel experiences that enhance business interactions. The future of our industry belongs to those who act on these opportunities today, not tomorrow.

I look forward to seeing the innovative and unprecedented solutions and experiences we create as we chart this exciting new territory!

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

The post Navigating Our Industry’s Digital Awakening appeared first on IAEE.

Earning my CEM certification has been one of the most enriching experiences of my professional journey.

Coming from a background rooted in the European and Russian events industry – including the honor of representing Russia at the World Expo in Shanghai – I believed I had a solid foundation. But stepping into the U.S. exhibitions and events landscape, I quickly realized how much more there was to discover. That moment of humility opened a new and exciting chapter for me.

The CEM Learning Program offered more than technical knowledge. It gave me clarity, structure, and a deep understanding of how the American market operates. Most importantly, it gave me a sense of belonging – among brilliant instructors, generous peers, and a community that truly values diverse perspectives.

Since earning my certification, I’ve been proud to continue my career as an Account Executive at Expo Convention Contractors, where I manage client relationships, oversee booth design and execution, and contribute to creating memorable trade show experiences. The CEM knowledge has empowered me to communicate more effectively with clients, navigate complex logistics, and drive results with confidence.

One of the most memorable and transformative sessions for me was the neuroscience-focused module. It opened my eyes to the psychology behind attendee behavior – how we process visual stimuli, why certain design elements trigger memory retention, and how booth environments can subconsciously influence engagement.

As someone who’s always been passionate about nonverbal communication, this session connected many dots for me. I learned how elements like posture, eye contact, spatial awareness, and even silence play critical roles in building trust and connection on the trade show floor. This understanding has helped me approach my clients and booth visitors with more intention and sensitivity – ensuring that our presence speaks clearly even before words are exchanged.

What I appreciated most about the program was the spirit of collaboration and the genuine passion that filled every session. It reminded me that learning isn’t about what you already know – it’s about curiosity, openness, and the courage to grow. It also confirmed that soft skills, like empathy and awareness, are just as essential as logistical expertise in this industry.

Today, I feel deeply honored to be part of the global CEM family – not only as an international professional but as someone who continues to evolve with every connection and every lesson. I’m especially grateful to IAEE for creating an educational environment that not only strengthens our professional toolkit but also nurtures our human side.

Thank you, IAEE, for lighting the path forward and making this milestone truly unforgettable.

The CEM Learning Journey offers programs for professionals at all levels of their career in exhibitions and events. Learn more here!

The post Earning My CEM Certification Transformed My U.S. Events Career appeared first on IAEE.

Dahlia El Gazzar, DES is the Tech Evangelist who founded Dahlia+Agency after working with tech companies and event industry trailblazers that awoke her to the need for speed – for closing the gap between great tech and adoption. She has an OMG-attitude about all things tech, audience engagement and event marketing. With more than a decade of event experience on both the professional planning side and as an association collaborator, Dahlia’s kinship with the industry and the audience runs deep.

In her upcoming IAEE webinar, Vibe Marketing: Spark Don’t Sell, she poses the questions: What if the secret to unforgettable events isn’t about filling seats, but about igniting sparks? What if instead of measuring success through attendance numbers, we tracked the moments when attendees’ eyes literally light up?

Dahlia will dive into the groundbreaking “Vibe Eventing” methodology, a revolutionary approach that transforms traditional marketing from predictable content dumps into electrifying energy transfers. This isn’t just another marketing strategy; it’s a complete paradigm shift that prioritizes authentic human connection over conventional metrics.

Dahlia will reveal how to curate “chaos-curious” speaker lineups that keep audiences on the edge of their seats, implement real-time marketing that turns attendees into co-creators, and design intentional dopamine drops that create lasting loyalty. Most importantly, webinar attendees will discover how to measure what truly matters – those magical “Eyes Light Up” moments that signal genuine engagement.

Here, she shares the philosophy behind “Vibe Eventing” and uncovers the practical strategies that are already transforming events across industries.

The concept of “tracking sparks, not seats” completely flips traditional event metrics on their head. What should organizers be looking for instead of attendance numbers?

Dahlia: Yes, attendance matters, but “Eyes Light Up” (ELU) moments matter more. That’s your real indicator of impact. If nobody’s sharing, reacting, or emotionally connecting, the headcount is hollow. Note that 76% of attendees say unexpected moments significantly boost satisfaction. (Source: Skift Meetings x Encore, 2024)

If your audience isn’t moved, tweeting, or DMing their colleagues mid-session, the seats don’t matter. You’re not running an event – you’re just running boring same old same old sessions that won’t be remembered.

You teach creating “chaos-curious” speaker lineups as a key strategy. This sounds both exciting and terrifying for event organizers. How do you balance the element of unpredictability with the need to deliver value to attendees and sponsors?

Dahlia: It’s a curated clash of perspectives by pairing speakers from different worlds who create friction that sparks curiosity. And audiences LOVE it. No one wants vanilla panels, or everyone agreeing on the same topics or points. That is when you start losing the audience not only for your current event, but more importantly, for future events.

Here’s a helpful hint: panels don’t need to be echo chambers. They need tension, surprise, and narrative. When attendees co-create sessions, return attendance jumps by 68%. (Source: Event Leadership Institute/Bizzabo, 2024)

Sponsors notice the buzz, too, and a buzzed room is what they want to invest in.

The idea of “dopamine drops” suggests a very intentional, almost scientific approach to creating emotional highs during events. Can you share some specific techniques for engineering these moments, and how do you time them throughout an event experience?

Dahlia: Break patterns. Surprise them. Give people something they didn’t see coming at just the right moment. I design event agendas like mixtapes: with highs, slow builds, and plot twists. Sessions with real-time engagement tools increase dwell time by 39%. (Source: Freeman Trends Report, 2024)

Think live reveals, spontaneous polls that change the discussion, or a celebrity cameo piped in from nowhere. Novelty keeps brains hooked.

Traditional marketing often focuses on pushing information out to audiences. Your “energy transfer” approach sounds much more dynamic. How does this change the way organizers should think about their pre-, during and post-event communication strategies?

Dahlia: Here are my suggestions, given that emotionally connected attendees are 2.5x more likely to register again for your next event. (Source: Freeman Data Pulse, 2024)

• Pre: Invite co-creation. Ask questions. Use reels, not reminders.
• During: Let them shape the moment, not just consume it.
• Post: Give them an encore. Highlight their voices. Drop unexpected value.

The secret is keeping the vibe alive long after the lights go down.

“Eyes Light Up” moments are fascinating as a success metric, but they seem challenging to measure at scale. How do we prove engagement at scale?

Dahlia: You build your own Spark System. This might include:

• Live reaction polls
• Social media tracking (shares, mentions, emojis in comments)
• Speaker quote clips that explode post-session

User-generated content boosts post-event engagement by 50%+ and sponsors love the organic reach. (Source: HubSpot + Splash, 2024).

If you’ve had a single quote or moment go viral after an event, that’s a spark. And sparks are currency.

Real-time marketing that crowdsources attendee insights requires a significant shift in mindset from controlled messaging to collaborative content creation. What advice do you have for organizers who might be nervous about giving up that level of control?

Dahlia: Controlled messaging is safe… and forgettable. Attendees want to be part of it, not just watch. Give them structure, not scripts. We use live UGC walls, branded challenges, and shout-outs – then moderate smartly. The more they see their words reflected, the more they lean in. And that engagement carries straight into the post-event community.

Click here to register for Vibe Marketing: Spark Don’t Sell and learn more about upcoming topics for IAEE’s Webinar Wednesdays here.

The post Stop Counting Seats and Start Igniting Sparks appeared first on IAEE.

IAEE’s Pinnacle Award honors a member who has not only excelled in their career but has fundamentally shaped the trajectory of the entire exhibitions and events industry. Last year’s recipient, Janet Sperstad, CMP-Fellow, embodies this distinction in every aspect of her remarkable three-decade journey.

Janet’s influence extends far beyond traditional industry boundaries. While many professionals focus on executing exceptional events, Janet has dedicated her career to elevating the very foundation of what industry professionals do. Her groundbreaking work with IAEE and the U.S. Department of Labor resulted in the creation of a new industry sector titled Meetings, Events and Exhibition Management, a classification that officially recognizes this industry’s unique competencies and feeds crucial data into the “Bureau of Labor Statistics’ Occupational Outlook Handbook.”

This wasn’t merely an administrative achievement; it was a pivotal moment that legitimized the exhibitions and events industry in the eyes of government agencies, educational institutions and the broader business community. Janet’s continued efforts to establish Standard Occupational Classification (SOC) codes and update the ONET system (the nation’s primary source of occupational information) demonstrate her commitment to ensuring our industry has the data infrastructure needed to thrive in an evolving economy.

As an educator, mentor and thought leader, Janet has shaped countless careers through her contributions to IAEE’s “Art of the Show Textbook.” In addition, her role as a founding Certified in Exhibition Management (CEM) Faculty member and her innovative Neuroscience of Exhibitions and Events course resulted in the first dual badge program offered through Madison College. Her historic appointment as IAEE’s first full-time Faculty Board member and her 2017 induction into the Events Industry Council (EIC) Hall of Leaders underscore her unparalleled contributions to professional development within our industry.

Janet’s commitment to professionalizing and elevating the exhibitions and events industry earned her the 2024 IAEE Pinnacle Award, which was presented to her this past December at Expo! Expo! IAEE’s Annual Meeting & Exhibition in Los Angeles, California.

Here, Janet shares lessons from her journey of transforming an industry from the inside out, the challenges of creating academic frameworks for a rapidly evolving field, and her vision for the next generation of exhibitions and events professionals.

Your work with IAEE led to the creation of a new industry sector as recognized by the U.S. Department of Labor: Meetings, Events and Exhibition Management. What is the significance to having government agencies recognize our industry as a distinct professional field, and what were the biggest challenges you faced in the process?

Janet: This work codified the skills and competencies of meetings, events, and exhibition professionals that are separate and distinct from hospitality and tourism:

• The U.S. Department of Labor and U.S Department of Commerce use this work as building blocks to distinguish the technical skills and competencies of exhibitions and events industry professionals today.
• This work powers the resources used by employers to classify exhibitions and events professionals, to identify the specific skills they need, and to develop relevant job descriptions.
• Academics use this work to develop competency-based learning and curriculum. High school advisors, parents, youth, and job seekers use it to explore careers.

IAEE’s involvement ensures that the exhibition competencies are included in these globally recognized tools and resources.

Our industry faces the challenge of many career entry points. Exhibitions and events work can still be an “accidental” career. People who become exhibitions and events practitioners face confusion and a lack of consensus on what it is we do as professionals – even what our industry is. And our value is often defined purely by our hospitality spend, not by the human experiences we create.

Our industry associations must have more unity and a common lexicon around who we are, the work and value exhibitions and events professionals deliver, and the knowledge, skills, and abilities exhibitions and events require. Tools and resources like what we created with the U.S. Department of Labor and Commerce help – but there is more work to be done to help our industry claim broader recognition for an economic and transformational powerhouse.

As a founding CEM Faculty member and creator of the Neuroscience of Exhibitions and Events course, how do you balance teaching theoretical concepts with the practical, fast-paced reality of our industry?

Janet: Exhibition professionals move people’s hearts and minds through the exhibition experiences they create. Understanding how people think is as important as what people think. The brain has an automatic, unconscious processing to minimize danger and maximize reward that impacts expectations, behavior, and decision-making.

Using neuroscience research on how the brain organizes and filters information allows exhibitions professionals to know what not to do at their next exhibition that negatively impacts the participants’ experience as well as how to design the events’ physical space to influence decision making and drive innovation.

I set the foundational competencies on the brain-based science of how we think, what influences our decision-making and our how our brain unconsciously organizes and responds to all stimuli. These elements that control much of human behavior. As technology dominates more our experiences, it’s more important than ever to deliver exhibition experiences that create moments of meaning, inspire creative thinking and problem solving, and foster deeper learning.

The course applies neuroscience underpinnings to real-life industry case studies and examples. I am grateful to be able to call upon my decades of experience as an exhibitions and events professional and on my masters in neuroscience and business leadership to help exhibition industry professionals and their businesses create success.

Your course was also groundbreaking as the first dual badge program through Madison College. What inspired you to explore this intersection, and how has understanding the science behind attendee behavior changed the way we should approach event design?

Janet: As a former faculty member of Madison College, I saw firsthand the value digital credentials offer to validate an individual’s knowledge and skill. The partnership between IAEE and Madison College provides participants with concrete evidence that they’ve mastered the learning outcomes of this course. Participants can search for jobs that call for knowledge and skills obtained through this class.

In your acceptance speech at Expo! Expo! in LA, you noted that you are one of five women to receive IAEE’s Pinnacle Award and spoke to the importance of representation across all communities within the industry. How would you like to see the industry excel in this endeavor?

Janet: First, just because women and other historically marginalized groups haven’t been recognized with awards doesn’t mean they haven’t been there all along, performing exceptional work.

Representation matters. If you see people who look like you, you can believe more strongly in your own ability to achieve. Having someone that you can identify with and relate to allows us to imagine possibilities, inspires us when we feel nervous, and validates what we know and can do so we can continue to build on our abilities and feel a sense of belonging with others.

Words matter. In researching award recipients – women like Jeanne Hayes, IAEE’s first Chairperson, who has a law degree when only 3% of women in the U.S. were lawyers, and Patty Barlow who set standards for exhibitions in Mexico that are still used today – words like “passionate,” “energetic,” and “enthusiastic” were used to describe these extraordinary women.

These are “soft” words that focus on personality and style, not results.  What if we used the same language of results to describe women leaders that we use for men?

Passionate becomes BRAVE
Energetic becomes VISIONARY
Enthusiastic becomes HIGH IMPACT

We all have gifts to make our world a better place. Creating a space for all to share their gifts manifests a better future of everyone in our industry.

You have witnessed tremendous changes in how exhibitions are planned and executed, especially as we experience the digital transformation. What advice do you give to young professionals entering the field today, and what skills do you think will be most critical for future industry leaders?

Janet: The key to success for anyone in any stage of their career is curiosity. We grow in the direction of the questions we ask. So, asking questions that deepen your knowledge and perspective, listening for understanding, uncovering new possibilities, and asking, “what if?” and “what else could be true?” provides more value and relevance to those we serve and do business with in creating great exhibition and event experiences.

The 2025 Call for Nominations is open! The deadline to submit nominations is 29 August 2025. Get complete details here!

The post 2024 IAEE Award Winner Janet Sperstad is a Trailblazer Whose Passion for the Industry Benefits Us All appeared first on IAEE.

We’ve all been there – working with someone whose communication style feels like nails on a chalkboard, or whose approach to decision-making seems completely backwards. Our first instinct? Label them as “difficult.” But what if we’re missing something crucial?

Sharon Andrade, Founder of HLeadership, challenges us to reframe this common workplace frustration in her upcoming IAEE webinar, People: Difficult or Different? With years of experience in leadership development, Sharon believes that the key to organizational success lies not in trying to change people, but in understanding that their communication preferences and needs might simply be different from our own.

In this enlightening session, participants will explore the critical distinction between perceiving others as difficult versus acknowledging them as simply different. Sharon will guide attendees through discovering their “intent” versus their “impact,” providing practical strategies to navigate diverse communication styles with grace and effectiveness.

We sat down with Sharon to dive deeper into these concepts and learn how this shift in perspective can transform workplace relationships and drive organizational success. Her insights on leveraging diverse communication styles, building trusted relationships, and enhancing teamwork offer valuable takeaways for anyone looking to improve their collaborative effectiveness.

Read on to discover how recognizing and appreciating diversity in communication styles can unlock your team’s full potential, and don’t miss the chance to join Sharon for the full webinar experience.

You will delve into the distinction between “intent” versus “impact” in communication. Can you share a specific example of how someone’s good intentions might create a negative impact due to different communication styles, and how awareness of this gap can transform workplace interactions?

Sharon: Here is a common example. A leader, feeling the pressure of an upcoming deadline, reiterates a strong and abrupt directive to the team. Her intention is to create urgency and ensure everyone is on board with the importance of the timeline so that they can be successful together. She genuinely believes the team might now realize how critical it is. However, the impact can be quite different. The team might interpret her tone or approach as a lack of trust: “Does she think we don’t get it?  We already know – does she not trust us to follow through?”

This gap between intent and impact often stems from different communication styles and assumptions. The leader’s intention was to support; the team felt questioned. Awareness of this gap is essential – when leaders pause to consider how they might be received, especially by someone of an opposite communication style, it can transform how they engage. Taking time to understand impact builds stronger relationships and prevents unnecessary tension.

In your experience, what are the most common communication style differences that cause people to label others as “difficult”? How can leaders quickly identify when they’re falling into this trap versus recognizing someone is simply different?

Sharon: There are a few, but I’ll provide one common example which involves how people make decisions. For example, an expedient decision maker tends to move quickly. They are action-oriented often thinking out loud and expect immediate reactions or buy-in from others. Whereas a process-oriented decision maker prefers to pause, reflect and consider implications before responding. They value thoroughness and structure, and they may not feel comfortable reacting immediately.

The expedient decision maker may view the other person as slow, resistant or disengaged. The process-oriented decision maker may view the other as pushy, rude or inconsiderate. The key is for leaders to notice their own reaction: If you feel impatient, misunderstood or dismissed, pause and ask, “Is this really resistance or is it a style difference?”

You will teach participants how to connect with different communication preferences. What’s the difference between adapting your communication style and compromising your authentic self? How can people maintain their integrity while still being flexible?

Sharon: This is such an important distinction. We focus on behavior which can be intentionally adapted to improve connections and understanding – without compromising who you are.    Adapting your behavior based upon the situation, people and environment is a core element of emotional intelligence. Behavior is what you do, while personality is who you are. You are not changing yourself, rather you are choosing to flex in service of better communication.

It also goes back to intent. When your goal is to connect, not control, you are honoring your integrity while making space for others. It’s about meeting people where they are and not staying stuck in your own style out of habit or indifference.

Many organizations claim to value diversity, but struggle with communication diversity specifically. What is one practical strategy teams can implement immediately to better leverage the strengths of different communication styles?

Sharon: I come back to Steven Covey’s fifth habit: Seek first to understand, then to be understood.  So often, we focus on getting our point across or influencing others to work the way that we do. But the first step is to develop self-awareness – understanding your preferences, strengths and blind spots. From there, shift your mindset: “What if this person’s opposite strengths could help address my blind spots?”

Rather than resist differences, be curious about what they bring. Taking time to understand yourself and their approach will enable you to bridge differences and together achieve greater outcomes than either of you could alone.

When you’re working with someone whose environmental preferences, social settings, or quality orientation differs drastically from yours, what’s the first step in building a trusted, respectful relationship?

Sharon: Once you have developed self-awareness and a clear understanding of how your preferences differ from others, the first step in building trust and respect is to identify what they need from you. We often focus on what we need to do our best work, but effective collaboration begins when we shift that focus outward. One way to start is to adapt your approach to better align with their preferences and needs.

For example, if they tend to communicate more slowly and methodically, you may want to slow your own pace to create comfort and connection. If they prefer stability, take time to understand what they need to navigate an upcoming change successfully. This isn’t about changing who you are, but rather demonstrating respect by meeting others where they are.

For leaders who want to create more inclusive communication environments, what’s the biggest mindset shift they need to make, and how can they model this “different, not difficult” approach for their teams?

Sharon: Creating more inclusive environments starts with a mindset shift from knowing to curiosity. Leaders often move quickly toward goals or to implement initiatives, confident in their direction. But when your mind is already made up, there is no space for other voices or perspectives. Curiosity requires leaders to slow down and ask:

• “What am I missing?”
• “What haven’t I thought of?”
• “What is being left unsaid?”

These questions invite others to contribute in meaningful ways. When leaders model a mindset of curiosity, welcoming different perspectives and methods rather than seeing them as obstacles – they signal that different isn’t difficult, it is valuable.

Click here to register for People: Difficult or Different? and learn more about upcoming topics for IAEE’s Webinar Wednesdays here.

The post Conquering the “Difficult” Colleague Challenge appeared first on IAEE.

The Power of Balanced Forecasting

What makes Predict truly different is its comprehensive approach to industry intelligence. The conference combines two critical elements that most industry events treat separately:

• Quantitative Foundation: Hard data from the CEIR Index provides the metrics that matter most – square footage trends, exhibitor participation rates, attendance patterns, and revenue trajectories. This data-driven foundation ensures decisions are grounded in measurable reality.
• Qualitative Intelligence: Thought leadership insights explore the human factors driving exhibition success, from evolving attendee engagement patterns to emerging user experience expectations. These qualitative elements provide the context that transforms raw data into actionable strategy.

This powerful combination delivers the complete picture that industry leaders need to make strategic decisions with genuine confidence.

A Lineup Designed for Strategic Advantage

The 2025 program brings together world-class experts across multiple disciplines, each offering unique insights into the forces shaping our industry’s future:

Global Economic Intelligence

Dr. Lindsey Piegza, Chief Economist at Stifel Nicolaus, will provide comprehensive macroeconomic analysis, covering everything from growth projections to monetary policy implications and their direct impact on exhibition businesses.

“The exhibition industry operates at the intersection of global commerce and economic trends, making it uniquely sensitive to macroeconomic shifts,” said Piegza. “Understanding the broader picture of today’s fast-changing economic environment – from Federal Reserve policy decisions to international trade dynamics – isn’t just valuable, it’s essential for strategic planning. I will be breaking down the complex economic indicators that directly impact exhibition businesses, translating macro-level trends into actionable insights that can inform everything from venue investments to event timing decisions.”

Industry-Specific Market Analysis

Adam Sacks, President of Tourism Economics (an Oxford Economics Company), will present the latest CEIR Index insights, demonstrating how to leverage sector-specific data for more accurate forecasting and opportunity identification.

“The exhibition industry is facing heightened uncertainty as trade policy affect corporate investment decisions,” said Sacks. “At the same time, CEIR Index fundamentals point toward resilience. I’m looking forward to delving into the latest data and identifying areas of opportunity and exposures to downside risk for individual sectors.”

Geopolitical Risk Navigation

Jonathan Wood, Principal with Control Risks, will map the complex terrain of global risks affecting exhibitions, from supply chain disruptions to regulatory changes and market volatility that could impact international events.

“Given the current geopolitical disruptions, exhibition organizers cannot treat international events as business as usual,” said Wood. “From sudden visa restrictions or conflicts that can derail major trade shows to supply chain disruptions that impact everything from booth construction to catering, the risks are real and costly. I will map out the specific geopolitical flashpoints that could impact your business events in the next 18 months – and more importantly, show you how to build resilience into your planning before crisis strikes.”

Experience Economy Mastery

Jim Gilmore, co-author of “The Experience Economy” and co-founder of Strategic Horizons LLP, will reveal how to design experiences that transform time into your most valuable currency, creating deeper connections with all stakeholders.

“The term ‘experience’ has been familiar to practitioners in the exhibitions and events industry for decades,” said Gilmore. “I hope to provide CEIR Predict participants – both those who have not read ‘The Experience Economy’ and those who have read it – useful perspective on the myriad ways to apply experience-thinking, as well as some practical tools for designing truly engaging experiences.”

Power Shifts and Storylines: Navigating Global Change and Media Influence

Nicholas Johnston, Publisher of Axios, will join Global Leadership Expert and Geopolitical Strategist Dr. Sam Potolicchio, for an essential conversation about navigating our fast-shifting business environment. Drawing from frontline insights in global policy and cutting-edge media trends, this session will provide attendees with critical tools for understanding emerging challenges and opportunities that will empower executive leaders to guide their organizations through complexity with strategic vision and unwavering confidence.

“In today’s hyperconnected world, the events that shape headlines on Monday are reshaping business strategies by Friday,” said Johnston. “The organizations that rise to the top are those with leaders who excel at reading the signals, understanding the deeper currents and positioning their organizations ahead of the curve.”

Predictions for the Future of Business and Exhibitions

Dr. Sam Potolicchio, President of the Preparing Global Leaders Forum, will close Predict by examining the convergence of global political, social and environmental forces reshaping the business landscape, revealing what they mean specifically for the exhibition industry. His strategic analysis goes beyond surface-level trends to uncover the deeper shifts that will determine which organizations will thrive in the next five years. He will also provide a candid assessment of his previous year’s predictions, analyzing both the forecasts that materialized and those that missed the mark, offering valuable insights into the unpredictable nature of today’s strategic planning.

“The companies that thrive in the next five years won’t be those with the biggest booths, but those whose leaders understand the fundamental shifts in how commerce actually works,” said Potolicchio. “I will reveal the business model changes that are already reshaping our industry, often in ways that catch organizers completely off guard.”

The Strategic Imperative

Last year’s Predict conference covered critical topics including economic impacts, geopolitical risks, AI applications and election implications. The 2025 agenda builds on these proven foundations while introducing new perspectives essential for navigating tomorrow’s challenges.

Attendees consistently report that Predict provides them with insights they can’t find anywhere else in the industry, helping them make strategic decisions that position their organizations ahead of the curve rather than reacting to changes after they happen.

In an industry where success increasingly depends on anticipating change rather than reacting to it, the CEIR Predict Conference offers something invaluable: the ability to see around corners. Top industry executives understand that competitive advantage belongs to those who not only understand what happened, but are fully prepared for what’s coming next.

Ready to gain your competitive advantage? Click here to learn more and register for the 2025 CEIR Predict Conference.

The post CEIR Predict Gives Today’s Leaders Tomorrow’s Competitive Edge appeared first on IAEE.

The Behind the Scenes with Tech learning track at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2024 consisted of a hands-on learning approach that recognizes a fundamental truth: technology mastery doesn’t come from watching demonstrations but from experimentation, failure, iteration and breakthrough. Sessions allowed participants to work on their actual events, their genuine professional challenges and their specific organizational needs. The result? Not just enhanced knowledge, but immediately deployable skills and strategies that could transform how they approach their daily work.

The three sessions we will explore here – AI strategy development, LinkedIn professional presence optimization and comprehensive AI workflow implementation – were led by industry innovators who understand both the technological possibilities and the practical constraints facing exhibition and event professionals today. Read on to gain insights from these transformative sessions and how you can apply these same principles to accelerate your own technological growth.

From Scenarios to Strategies: Crafting Event Success with AI

Rich Vallaster, DES, CEM, Senior Director of Industry Relations and Community Engagement at Personify, focused on practical AI applications for exhibition and event professionals and moved attendees from theory to action in using AI for event planning and management.

Rich introduced attendees to the concept of applying AI as a “co-pilot” for planning their events, drawing an analogy to aviation “autopilot” to emphasize that AI is meant to assist – rather than replace – human expertise. His presentation covered the fundamental concepts of prompt engineering and AI training, followed by group experiments where participants could test AI tools in real-world scenarios.

Rich addressed AI applications across multiple areas of event management, including marketing, logistics and operations, conference/education, sales, registration and housing, and finance and legal functions. Rather than providing an exhaustive technical explanation of AI models, he focused on practical implementation and immediate value creation.

Rich then moved participants through a hands-on exercise that developed their skills in “asking AI better questions” rooted in five core principles:

• Be specific with details and context
• Use “act as if” scenarios to define target audience and perspective
• Add appropriate tone and examples
• Request specific output formats (summaries, charts, lists, etc.)
• Utilize “do” and “don’t” parameters to include or exclude elements

Participants learned to personalize AI tools by setting formality levels, response length preferences, terminology definitions and organizational voice alignment. As the groups concluded their experiments using various AI tools, participants showcased their results and shared insights.

Key Takeaways

1. AI should be viewed as a co-pilot, not autopilot: Just as aviation autopilot assists pilots rather than replacing them, AI tools should augment human expertise in event planning rather than fully automate processes. This mindset shift helps event professionals leverage AI effectively while maintaining necessary oversight and decision-making control.
2. Effective prompt engineering requires specificity and context: The quality of AI output directly correlates with the quality of input prompts. Event professionals should include detailed context, specify their role or audience perspective, define desired tone, request specific output formats and clearly state what to include or exclude to get meaningful, actionable results.
3. Custom training transforms AI tools into organizational assets: By setting up custom instructions that reflect your professional role, organizational terminology, typical challenges, and preferred communication style, AI tools become more aligned with your specific needs and can consistently deliver responses that match your organization’s voice and standards.

LinkedIn Lab: Crafting Your Professional Presence

Trainer and Speaker Leanne Calderwood, CMP specializes in helping industry professionals maximize their LinkedIn presence for business development and professional growth. In this session, she took attendees through a step-by-step process for transforming their LinkedIn profile from a passive resume platform into an active business development tool.

Leanne stressed that LinkedIn is a powerful business tool that has evolved far beyond its original job-search function. With 1 billion users but only 4% posting more than once per week, she emphasized the significant opportunity for professionals who actively engage on the platform. She also highlighted that 73% of buyers are more likely to consider a brand if the salesperson reaches out via LinkedIn, demonstrating its effectiveness for relationship building and business development.

Leanne walked participants through three interconnected activities that create a “sweet spot” for professional success: optimizing your profile, growing your network and creating consistent content. She explained that these three elements work synergistically and that without all three, professionals miss opportunities for visibility, relationship development and business growth.

Leanne detailed four critical areas for profile enhancement:

• Background photo serving as “prime real estate” and personal billboard
• Headline transformation from job title to audience-focused, keyword-rich hook
• Using the “About” section as a storytelling opportunity with clear calls to action
• Contact information accessibility for easy business connection

Leanne outlined the H.E.A.R.T. storytelling framework (Hook, Encounter, Apex, Resolution, Takeaway) and provided practical content creation guidance including optimal posting frequency, character limits, hashtag usage, and algorithm optimization techniques. She also explored strategic networking approaches for connecting with people before, during and after events, leveraging industry lists, and identifying those who engage with relevant content.

Key Takeaways

1. LinkedIn success requires three integrated activities: The most effective LinkedIn strategy involves simultaneously optimizing your profile, growing your network strategically and creating consistent content. These three activities create a “sweet spot” in which each element amplifies the others.
2. Transform your profile from resume to business development tool: Your LinkedIn profile should shift from being “all about you” to being “all about your audience.” This means replacing job titles with audience-focused headlines, using storytelling in your “About” section to demonstrate how you serve clients, and making it easy for prospects to understand your value and contact you directly.
3. Consistent content creation provides significant competitive advantage: Regular content creators have a substantial opportunity to stand out by using structured storytelling (the H.E.A.R.T. framework) combined with strategic algorithm optimization techniques like limiting hashtags, avoiding external links in posts, and engaging actively in your own comments section the same day you post.

Building Your Conference with AI

Chris Gloede, Membership and Marketing Transformation Consultant and Fractional CMO at Ricochet, focused on practical AI applications for exhibition and event management while building attendees’ confidence with AI through nine structured experiments covering the entire conference lifecycle from conception to execution. He included a comprehensive exploration of AI’s evolution from its 1956 conceptual origins to today’s generative AI capabilities, emphasizing that businesses use AI for six key reasons: Mentoring, Innovation, Quality Improvement, Productivity Enhancement, Simplification and Speed.

The workshop was structured around practical experiments using various AI tools including general chatbots, specialty tools for images, presentations, music and video clips. Each experiment addressed a specific conference management need, from initial concept development through post-event engagement.

Chris introduced the H.R.A.C.I.F. prompting framework, a systematic approach to AI prompting consisting of six elements:

• Headline: Clear request that serves as the title
• Role: Giving AI specific context and expertise
• Audience: Defining target audience details
• Context: Sharing reference content
• Instructions: Setting output expectations
• Format: Specifying tone, style and structural requirements

Chris also categorized AI tools into four functional types:

• Generators: Create original content in multiple media formats
• Interpreters: Synthesize information and reformat content
• Forecasters: Identify patterns for accurate predictions
• Recommenders: Analyze data for personalized suggestions

Chris explored practical considerations such as accuracy challenges, legal issues and ethical concerns, and the need for comprehensive AI policies with oversight, approved tools, input/output rules and clear repercussions for misuse.

Key Takeaways

1. Structured prompting dramatically improves AI output quality: The H.R.A.C.I.F. framework transforms basic AI interactions into sophisticated, targeted results for consistently high-quality content that meets its exact specifications rather than generic responses.
2. AI applications span the entire conference lifecycle: Rather than viewing AI as a single-purpose tool, successful implementation requires understanding how different AI options can address specific conference needs from initial concept development through post-event analysis.
3. Organizational AI success requires comprehensive planning and policy development: Effective AI implementation goes beyond individual tool usage to encompass written policies, approved tool selection, staff training, custom AI development, and return on investment monitoring. Organizations must address practical challenges and ethical concerns through structured governance and clear guidelines for appropriate use.

Join the Conversation at Expo! Expo! 2025

As we look ahead to Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025 taking place 8-10 December in Houston, the transformative power of hands-on technology learning experiences becomes even more compelling. Whether you’re ready to harness AI as your strategic co-pilot, transform your professional digital presence into a powerful business development engine, or implement comprehensive technology workflows that span your entire event lifecycle, Expo! Expo! offers the collaborative environment where theory meets practice and the invaluable knowledge gained translates into immediate success.

Registration is now open for Expo! Expo! 2025 in Houston, Texas! Take full advantage of the BE SMART rates ending on 17 October as well as specialized discounts for various types of attendees. Learn more here.

The post How Event Pros are Mastering Today’s Tech appeared first on IAEE.

Earning my CEM helped to propel a profitable pivot in my career.

It started when I was running an association management company (AMC) which had clients with good-sized trade shows and conventions. These threw off good money that then floated the other operations of the associations. We made money for our clients and a little bit for ourselves. And we became pretty darn good at producing these events.

As the owner and CEO I had a staff of specialists to manage the various aspects for our clients: shows, events and meetings, membership, publications, financial management, and normal overhead day-to-day functions.

Along the way, I decided to start a construction-industry trade show, convention, magazine, and association from scratch. I had stumbled on a multi-billion dollar industry segment that had none of the above. Of course I had the normal doubts, chief of which was why in the world hadn’t someone else seen this opportunity and jumped on it? Was there something hidden and toxic in this particular construction niche that all the big smart guys had sniffed out and run the other way leaving it to little old me to lose my shirt?

And then, as often happens, major things changed in my well-established successful AMC. I decided to get out of that business after about 17 years and move into a strictly trade show production model. At that point the idea for the new endeavors were just that – ideas and concepts that had been researched and kicked around with nothing yet off the ground. In retrospect, it sounds insane, but there you go. I had no ongoing source of cash flow as I had resigned our accounts and all of my people had found good jobs.

Now it was pretty much just me. Doing everything. I knew a fair amount about this world of event and trade show production from my almost two decades running the associations, but now it was going to be ME doing all the hands-on work. (Paid staff came along later after the first show when we had profits and cash-flow.) And that’s when the light-bulb went off and I joined then-named IAEM (International Association of Exhibition Management, now known as IAEE). After all, I was a firm believer and the product of the many benefits of being actively involved in my own industry associations – ASAE and GSAE (Georgia) and was a Certified Association Executive. I was, and still am, a huge believer in the power and benefits of associations and professional societies.

I immediately researched the CEM Learning Program and found that it would offer me a wealth of tools and fill in the gaps in my knowledge and operational skills. I stumbled onto a gold mine that helped enable me to launch a new trade show that was exceptionally well-received and profitable from the very first show. The magazine perfectly complemented the show as well as the new association that we had started and then turned over to the members to run.

I have told many people that there is absolutely no way that I would have been able to pull this trick off without a handful of things: the support of my wife, a bit of luck, a whole lot of hard work and sweat equity, the support of friends and family, access to the internet (this was 2002) and the real-world, nitty-gritty things that I learned from obtaining my CEM.

Here’s my advice to you. If you are reading this, you are making your living in the events and exhibitions world. You owe it to yourself to not only belong to YOUR industry association but also to pursue all the continuing education you can. You never know when things might change (and they eventually will). If you have ideas, research them well and then act if warranted. But stack the deck in your favor. Earning your CEM is the best way to do that. And then help teach others.

I am grateful to everyone listed above and particularly to those new friends and mentors I found in IAEM-IAEE, those people who willingly shared their knowledge and wisdom without reserve.

THANK YOU ALL.

The CEM Learning Journey offers programs for professionals at all levels of their career in exhibitions and events. Learn more here!

The post My CEM was a Game Changer for Launching a Successful Trade Show appeared first on IAEE.

As I reflect on the state of our industry midway through 2025, I am struck by a powerful realization: what we do matters more than ever in today’s increasingly fragmented global landscape. Trade shows are essential platforms where global understanding, economic resilience and collaborative innovation converge. We are literally architects of connection whose overarching goals transcend international borders.

As such, the value proposition of our industry has fundamentally transformed. While transactions remain important, our shows serve as living laboratories where ideas find fertile ground and relationships flourish. When I walk the floor of a well-designed trade show, I don’t just see booths and displays – I see solutions to global challenges taking shape through spontaneous collaboration.

This evolution requires us to rethink how we define and measure success. Traditional metrics like attendance and square footage sold still matter, but they no longer tell the whole story. Increasingly, the value lies in the partnerships cultivated, the knowledge exchanged and the innovations ignited. These outcomes are becoming just as important to our stakeholders. That’s why CEIR’s new benchmarking study is so timely – it offers a more comprehensive view of event impact aligned with today’s shifting priorities.

We also hold a responsibility to advancing progress in mutually shared challenges. For example, sustainability is increasingly a business-critical requirement for trade shows. Our industry must demonstrate leadership in this space, showing how large-scale B2B gatherings can minimize environmental impact while maximizing human connection.

Many of us have already implemented comprehensive carbon measurement frameworks and invested in greener technologies. But we need to push further, reimagining our event models to prioritize ecological responsibility without compromising the immersive, in-person experiences that make our shows effective. This balance is challenging, but essential, for our long-term relevance.

Another shared responsibility is that of advocating on behalf of our industry. Our role as executive leaders requires that we advocate effectively with policymakers on issues from international travel restrictions to workforce development strategies. By speaking with a unified voice, we strengthen not just our industry but the broader commercial ecosystem we serve.

We have an advantage in that trade shows offer neutral ground where diverse perspectives can find common purpose. I’ve witnessed competitors become collaborators when faced with industry-wide challenges. I’ve also seen cultural barriers dissolve through the universal language of commerce and innovation.

The digital acceleration we are experiencing has also enhanced the value of the face-to-face marketplace. However, the technology must serve the human connection and not the other way around. Our most successful models recognize that digital tools cannot replace the spontaneous interactions, sensory experiences and relationship-building that happen when people gather in the physical space.

By their very nature, the business events we create serve as critical infrastructure for economic and intellectual exchange. Each show offers an opportunity to address complex challenges by bringing together the minds and resources capable of creating solutions. In embracing this expanded vision of our purpose, we secure not just the relevance of our industry but its essential role in building a more connected and collaborative global economy. The true measure of our success will be how effectively we create spaces where human potential can be fully expressed and where the complex challenges of our time find collaborative solutions.

The future of trade shows isn’t just about bigger or more technologically advanced events – it’s about facilitating more meaningful and impactful human connections. That’s a future worth building together!

With that in mind, this month I challenge executive leaders to find the commonalities by which we can strengthen our industry on a global scale. Let’s seek out innovative ways to collaborate, connect and create opportunities that will serve our industry for generations to come regardless of where they are conducting business.

Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES

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The Communication Challenge: Breaking Through the Noise

One of the most pressing issues organizers face today is ensuring their messages actually reach and resonate with their intended audiences. Simply sending information isn’t enough because attendees and vendors are overwhelmed with digital communications, making engagement a significant hurdle. The solution lies in strategic personalization and repetition. Successful organizers are leveraging dynamic content to create tailored experiences for different audience segments:

• For attendees, this means personalized session recommendations and networking opportunities that align with their specific interests and professional goals.
• For exhibitors, it involves sharing relevant performance metrics, ROI maximization tips, and visually compelling booth spotlights that drive meaningful engagement.

The magic number for effective communication appears to be three. Industry experts recommend sharing key messages at least three times through different channels and formats to ensure proper absorption. This repetition isn’t about being redundant; rather, it’s about meeting people where they are and reinforcing critical information through various touchpoints.

Technology Gaps: The Search for the Holy Grail Solution

Despite rapid technological advancement, organizers continue to grapple with a fundamental challenge: no single platform adequately addresses all event management needs. Current solutions excel in specific areas such as registration management, exhibitor sales, booth coordination, mobile applications or educational content delivery, but significant gaps remain across the board.

This fragmentation creates a complex decision-making environment for organizers. The time investment required to research and evaluate new technology providers is substantial, and implementation timelines often discourage switching from existing systems, even when those systems have known deficiencies. The result is a reluctant acceptance of imperfect solutions that meet some needs while leaving others unaddressed.

To navigate this challenge, industry professionals recommend engaging with technology through hands-on experiences. Attending industry events like Expo! Expo! IAEE’s Annual Meeting and Exhibition, IAEE Event Tech Demo Days, and similar forums allows organizers to experience solutions firsthand rather than relying solely on sales presentations and marketing materials.

Measuring Success: Beyond the Obvious Metrics

Evaluating technology effectiveness requires a comprehensive approach that goes beyond simple usage statistics.

Post-event surveys remain crucial for gathering attendee and vendor feedback, but smart organizers are also monitoring staff adoption rates including app usage patterns, login frequencies and overall engagement levels. They’re also tracking attendee utilization across the entire event lifecycle – pre-show, during the event and post-show follow-up activities.

For exhibitors, success metrics include pre-show marketing engagement through apps or websites, appointment scheduling and attendee outreach activities and profile completion rates within event platforms. For example, chatbots can save an organization significant staff time by automating responses to common questions and freeing team members to focus on higher-value activities.

The AI Revolution: Personalization at Scale

Artificial intelligence is a game-changer for event technology, offering unprecedented opportunities for customization and automation. AI-driven segmentation is revolutionizing how organizers approach attendee experiences by analyzing preferences, behaviors and profiles to deliver highly personalized recommendations.

This technology enables event apps to suggest relevant sessions, exhibitors, and networking opportunities based on individual attendee interests and activity data. The result is enhanced engagement, improved satisfaction and more meaningful connections between all event stakeholders.

AI is also helping organizers bridge the gap between how they categorize information and how attendees actually think about and search for content. By refining existing categorization systems and uncovering previously hidden gaps, AI enables more intuitive and effective content organization that serves attendees better.

Looking Forward: Automation and Enhancement

The future of event technology lies in intelligent automation and cost-effective solutions that enhance rather than complicate the exhibition experience. AI agents are beginning to streamline complex workflows, identify upselling opportunities and guide participants through previously cumbersome processes.

Smart exhibition organizers are also developing AI-powered SEO strategies to improve attendee discovery and engagement, ensuring that valuable content and opportunities don’t get lost in the digital shuffle.

As B2B events continue to advance, the most successful exhibition organizers will be those who embrace technology as a tool for creating more meaningful, personalized and efficient experiences while maintaining the human connections that make the face-to-face marketplace truly valuable.

The post Event Tech Reality Check appeared first on IAEE.