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.

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.

The Stagecraft Secrets learning track at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2024 brought together industry experts to address these challenges. This specialized learning track was designed for professionals who understand that successful exhibitions require more than just good intentions; they demand strategic thinking, innovative design approaches and meticulous operational planning.

From reimagining entire event models to navigating international legal complexities and addressing modern security concerns, the sessions in this track provided actionable insights for creating impactful experiential marketing opportunities while maximizing budget efficiency. The presentations revealed a common theme: success in today’s competitive environment comes from combining data-driven decision making with creative problem-solving, all while maintaining unwavering focus on attendee experience and stakeholder value.

Whether you are transforming a long-standing conference format, planning your first international event or strengthening your security protocols, the lessons from these industry leaders offer a roadmap for elevating your events from good to exceptional. Here’s what we learned from three standout sessions that exemplify the strategic thinking required to master the stagecraft of modern exhibition management.

Reimagining Your Event: IAUG Annual Conference Transformation

This presentation by Innovatis Group’s Senior Manager of Fulfillment Julie Williams and Senior Vice President of Client Experience and Operations Colleen Jamieson detailed a comprehensive three-year transformation of the International Avaya User Group (IAUG) annual conference. This technology event operates as a unique co-hosted partnership between IAUG and Avaya, with shared responsibility for profit and loss, sponsorship recruitment, attendee acquisition and program development.

Before 2021, the IAUG conference was a substantial enterprise technology gathering featuring 2,800 attendees and 80+ exhibitors in a traditional four-day format. The event served Avaya users, partners and technology professionals seeking technical education, networking, and vendor showcases. However, by 2021, the conference faced critical industry-wide challenges that included rising operational costs, stagnant revenue growth, and fundamentally shifting attendee expectations shaped by post-pandemic changes in professional travel and time investment priorities.

The shared ownership model between IAUG and Avaya created both opportunities through combined resources and expertise, and complexities through the need for consensus-building across multiple stakeholders with potentially different priorities and competing interests for content and time allocation.

The Transformation Journey

Faced with these pressures and attendees’ increasing demand for high-tech, personalized experiences with measurable ROI, the event evolved through a strategic multi-year approach:

• 2022 – Learn and Inform: Deep analysis of attendee demographics, behaviors and feedback to understand what needed to change, while engaging opposing opinions early in the process.
• 2023 – Small Steps Toward Change: Reduced the event from four days to three days, streamlined content, elevated specialized tracks and began personalizing the attendee journey with dedicated messaging.
• 2024 – Commit and Create: Further condensed to two and a half days, completely reimagined the expo hall (renamed “Experience Hall”), introduced prefabricated kiosks with zone-based floor planning and prioritized partner experience alongside attendee needs.

Data-Driven Decision Making

Operating in an increasingly crowded technology event marketplace where attendees had numerous professional development alternatives, the team prioritized comprehensive stakeholder feedback analysis over assumptions. Key insights revealed that attendees preferred shorter events (no more than three days), wanted higher ROI on their time investment, felt overwhelmed by too many concurrent content options, and found traditional spending on giveaways and elaborate receptions had minimal impact on their experience.

Key Takeaways:

1. Start Small and Build Momentum: Rather than attempting massive changes all at once, implement incremental improvements that demonstrate value and build stakeholder confidence across multiple organizational partners. Small changes can create significant impact when strategically planned and executed over multiple years.
2. Let Data Drive Decisions, Not Opinions: Use comprehensive attendee behavior analysis, feedback surveys and revenue patterns to inform changes rather than relying on assumptions or the loudest voices among diverse stakeholders. This data becomes crucial ammunition when addressing resistance to change in complex partnership environments.
3. Don’t Wait for 100% Buy-In: Change management in multi-stakeholder environments requires accepting that not everyone will support every decision. Focus on clear communication, provide visual renderings and detailed explanations to help partners visualize changes, but move forward with confidence when you have solid data and alignment with key objectives.

Legal Updates From a Global Perspective: Being in the Know!

Barbara Dunn, Partner at Barnes & Thornburg LLP, provided essential legal guidance for exhibition professionals managing international events. The session covered three critical areas: contract negotiations, risk management and regulatory compliance when organizing events outside one’s home country.

Contract Negotiations with International Partners

When working with international venues and service providers, event organizers face significantly different contractual expectations compared to domestic arrangements. Key partners include Professional Conference Organizers (PCOs), hotels, convention centers and various service providers. The international contracting landscape typically involves more upfront payments, limited payment method options, stricter hotel room block guarantees and reduced flexibility for event changes.

International contracts often include additional complexities such as imposed tax and service charges, compliance requirements with local regulations, new or different insurance obligations, and limited or no indemnification clauses. These factors require careful negotiation and thorough understanding of local business practices.

Risk Management and Contingency Planning

Global events face unique risks that require specialized contingency planning. Major risk categories include currency fluctuations, reduced event attendance, travel limitations or restrictions, global security threats, strikes and labor disputes, and force majeure events. Additionally, dispute resolution mechanisms may differ significantly from domestic standards.

International partners typically prefer to maintain contracts in local currency and may push for contract interpretation under local language and legal frameworks. Event organizers should expect little to no flexibility for space reductions, additional charges for furniture and equipment, limited concern from venues regarding travel restrictions or disruptions, non-refundable deposit structures, and force majeure clauses that favor rescheduling over cancellation. Local courts and jurisdiction clauses are also common.

Regulatory Compliance Requirements

International events must navigate complex regulatory landscapes that vary significantly by country and region. Critical compliance areas include personal data protection laws, visa and entry requirements for attendees and staff, business licenses and permits for event operations, customs regulations for shipping materials and equipment, various tax obligations, and sponsorship restrictions or requirements.

Exhibition organizers should expect strict enforcement of personal data protection laws (such as GDPR in Europe), mandatory requirements for specific business licenses and permits to operate events, the need to work with customs brokers for equipment and material imports, complex tax obligations with potential difficulties in obtaining refunds, and various restrictions on sponsors and other event participants based on local regulations.

Key Takeaways:

1. Expect Stricter Financial Terms and Less Flexibility: International event contracts typically require more upfront payments, offer limited payment methods and provide significantly less flexibility for changes compared to domestic agreements. Budget for non-refundable deposits and be prepared for additional tax and service charges that may not be negotiable.
2. Plan for Currency and Legal Jurisdiction Challenges: International partners prefer local currency contracts and local legal jurisdiction for dispute resolution. Factor currency fluctuation risks into your budget planning and understand that contract interpretation may default to local language and legal frameworks rather than your home country’s standards.
3. Invest in Local Compliance Expertise Early: Each country has unique regulatory requirements for personal data, business licensing, customs, taxes and sponsorships that must be strictly followed. Engage local legal counsel or experienced customs brokers early in the planning process to ensure full compliance and avoid costly violations or event disruptions.

Profiling Your Events for Safety and Security

Jeff McKissack, President of Defense By Design, addressed the evolving security landscape facing modern events, emphasizing that exhibition organizers must now consider new dynamics beyond traditional safety concerns. Attendees gained valuable insights into identifying potential threats, understanding criminal tactics and implementing comprehensive risk mitigation strategies to protect attendees, assets, and organizational reputation.

New Security Dynamics and Threat Categories

Modern exhibitions and events face two primary security concerns that have become increasingly prevalent. Protests and protesters may target events for various reasons including political, social or religious motivations, while street crime encompasses random attacks, targeted attacks and collateral damage scenarios. Events become attractive targets due to large attendance numbers, specific featured speakers, media coverage, strategic locations, or particular audience demographics.

Jeff introduced the critical concept that, “The greatest threat to your event may not initially be a person with a gun or knife, but rather a person with a ‘good story.’” This highlights how individuals with seemingly legitimate reasons for access can pose significant security risks through social engineering and deceptive tactics.

Jeff outlined how criminals operate using three core strategies:

• Misdirection involves tactics like asking for assistance, faking emergencies, causing scenes, or using male/female distractions to divert attention from their true intentions.
• Illusion encompasses disguising one’s true identity through age, gender, ethnicity, religion, clothing, location, vehicle, perceived disability, or perceived profession.
• Accomplices work in coordination to create complex security scenarios that can overwhelm traditional detection methods.

These tactics emphasize why the common security advice to “see something, say something” is insufficient without proper training on what specifically to look for and how these deceptive techniques operate in real-world scenarios.

Comprehensive Risk Mitigation Framework

Jeff advocates for a multi-layered approach to event security that goes beyond physical measures. Pre-event verification includes confirming the identity of all venue personnel with access, requiring exhibitors to provide names and photos of attendees prior to check-in, and implementing different types of attendee identification based on risk assessment.

He noted that reputation management becomes crucial in today’s social media environment, where protests, riots and political confrontations can quickly escalate online and offline. He also advised that documentation and communication strategies include incorporating waivers into registrations, providing written and verbal communications to attendees about security measures, using signage and video reminders during events, and maintaining thorough documentation of all security efforts for legal and operational protection.

Key Takeaways:

1. Recognize That Modern Threats Often Begin With Deception, Not Violence: The most dangerous individuals may initially appear legitimate and use “good stories” to gain access or trust. Train staff to identify social engineering tactics like misdirection, illusion and accomplice-based schemes rather than only looking for obvious physical threats.
2. Implement Multi-Layered Pre-Event Verification: Don’t rely solely on traditional badge systems. Verify all venue personnel with access, require exhibitor attendee pre-registration with names and photos, and consider differentiated identification systems based on risk levels. The phrase “see something, say something” is meaningless without proper training on what to actually look for.
3. Protect Your Reputation Through Comprehensive Documentation: In today’s social media environment, security incidents can cause lasting reputational damage beyond immediate physical harm. Incorporate security waivers into registration, maintain clear written communications about safety policies, use reinforcing signage and videos, and document all security measures to protect against legal liability and demonstrate due diligence.

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, these insights remind us that the obstacles the industry is currently facing require more than intuition; they demand proven strategies and expert guidance. Whether you are seeking to transform your existing programs, expand into global markets or strengthen your operational foundations, the expertise shared at Expo! Expo! 2025 will equip you with the tools and confidence needed to elevate your exhibitions and events from good to exceptional. Don’t miss this opportunity to learn from industry leaders who have successfully navigated the same challenges you are currently facing.

The post Tactics That Make Events Unforgettable appeared first on IAEE.

This comprehensive track covered the full spectrum of sponsorship and sales excellence, from foundational selling skills and relationship building to cutting-edge activation strategies and technology integration. Attendees gained proven methodologies for sales prospecting, team management and performance measurement, while addressing the evolving demands of modern sponsors who seek purpose-driven partnerships and immersive brand experiences.

The following insights from three standout sessions demonstrate how industry professionals can elevate their approach to sponsorship sales, leverage technology for better relationship management, and align with current market trends to unlock new revenue potential and meet the ongoing needs of today’s sophisticated customers.

Advanced Selling Skills for B2B Success

Author, Speaker, Trainer and Performance Coach David Suson focused on improving business-to-business (B2B) sales strategies, specifically for exhibition organizers selling sponsorship and exhibition space. He addressed a critical challenge organizers consistently face: 70% of exhibitors don’t renew booth space because they feel they didn’t receive adequate value – not due to budget constraints.

Understanding Customer Motivations. It is important to exercise empathy in sales, and David encouraged sellers to understand why companies sponsor or exhibit at their event. Key motivations include lead generation, branding, networking, market research, recruiting, competition analysis, thought leadership and accessing decision makers.

Common ROI Challenges. David also identified eight primary reasons why companies fail to achieve return on investment (ROI) from exhibitions and events:

• Poor pre-show planning
• Weak booth design and engagement
• Inadequate follow-up
• Misaligned target audiences
• Unrealistic expectations
• Ineffective sponsorship execution
• Lack of post-event analytics
• Poor event management

Strategic Solutions. David offered strategies that help exhibitors and sponsors achieve better ROI such as providing booth sales training, creating bespoke sponsorship packages, offering lead qualification training, facilitating exclusive networking opportunities and providing post-event ROI analysis tools.

Sales Techniques. David also explored key selling approaches, such as the “drafting” strategy (securing major sponsors first to attract others), selling ROI rather than just space, developing internal champions, and focusing on immediate post-event follow-up when emotions and experiences are fresh.

Key Takeaways:

1. Sell Value, Not Space: Instead of simply selling booth space or sponsorship packages, focus on demonstrating ROI through metrics, historical data, demographics, case studies and tailored solutions that address specific business objectives.
2. Develop Internal Champions: Success requires identifying and nurturing advocates within client organizations who can champion your event internally. This involves educating them, testing their commitment, role-playing scenarios and building their confidence to sell.
3. Follow-Up is Critical: The best time to sell is immediately after an event when emotions are high and experiences are fresh. Schedule review meetings at the time of signing and rather than avoiding difficult conversations, use them as opportunities to understand pain points and improve future offerings.

Lights, Camera, Revenue! Pulling Back the Curtain on a Successful Sponsorship Program

This case study presentation revealed the transformation of the United States Institute for Theatre Technology’s (USITT) sponsorship program from underperforming to highly successful. Founded in 1960, USITT supports the live entertainment design and technology industry through its Annual Conference & Stage Expo.

USITT Director of Sales and Events Jody Harris and Sales and Events Manager Lea Ann Quimby were joined by eShow Exhibit Product Specialist Lead Pam Lesner, CMP in highlighting how they achieved significant improvements in participation growth, new sponsor acquisition, sponsor retention, and overall revenue growth from 2022 to 2024. The panel shared their “Top 10 Tips for Sponsorship Success,” emphasizing personalization, strategic partnerships, data-driven adjustments and building long-term relationships.

The Challenge

USITT’s sponsorship program was significantly underperforming, with only 42% of sponsorship opportunities being sold and 58% remaining unsold. This low participation rate was limiting revenue potential and sponsor engagement.

The Strategic Approach

The team implemented a comprehensive overhaul focusing on three main areas: creating unique sponsorship opportunities, leveraging technology for efficiency and developing repeatable success strategies:

Creating Unique Opportunities. The team identified potential sponsors, developed specialized sponsorships for niche markets within their industry, searched out new connections, increased minimum sponsorship levels, revamped their prospectus and introduced flexibility by removing ‘SOLD’ labels to allow for package customization.

Technology Integration. They built a tech-enabled sponsorship model that mapped out offerings, captured revenue goals, and provided real-time metrics and tracking capabilities for better management and decision-making.

Repeatable Success Framework. This solution included systematic contact with potential sponsors, negotiation processes, promise delivery and strategic year-end budget appeals to capture last-minute sponsorship opportunities.

Key Takeaways:

1. Customization and Flexibility Drive Success: The most critical factor in improving sponsorship sales was removing rigid package structures and ‘SOLD’ labels, allowing for personalized sponsorships that match specific sponsor goals and budgets. This flexibility increased participation by making opportunities accessible to a broader range of potential sponsors.
2. Technology Enables Better Relationship Management: Implementing tech-enabled systems for mapping offerings, tracking real-time metrics, and capturing revenue goals significantly improved efficiency and allowed the team to focus more on building stronger sponsor relationships rather than administrative tasks.
3. Strategic Timing and Data-Driven Decisions: Targeting year-end budgets for last-minute deals and continuously collecting sponsor feedback to make data-driven adjustments to packages proved essential for sustained growth. Sharing ROI metrics with sponsors also secured repeated support and demonstrated value.

Elevating Sponsorship Success: Innovative Strategies for Growth

Paula Beadle, Founder and CEO of the Sponsorship Marketing Association, shared with attendees why now is the optimal time for sponsorship growth. Her insights are driven by changing consumer behaviors, increased interest in experiences and companies’ growing investment in sponsorship marketing. She outlined the following key reasons that sponsorship marketing works:

• Demonstrates what companies stand for
• Develops trust relationships
• Creates brand affinity and authenticity
• Drives content development across social and digital platforms
• Integrates multiple marketing strategies
• Helps build brands faster while engaging audiences

Paula outlined shifts in consumer behavior by highlighting significant changes in purchasing decisions from 2019 to 2024 such as increased consumer preference for products that create memories (+4%), support for local communities (+8%) and sponsoring events they follow (+12%). Additionally, 86% of Americans believe corporations should take stances on social issues, with conscious consumers being four times more likely to purchase from purpose-driven brands.

What makes now such a good time for sponsorships?

Paula demonstrated strong market performance through examples like Live Nation’s record-breaking 118 million tickets sold with sponsorship revenue on track to exceed $1 billion, the State Fair of Texas hitting 2.4 million attendance and a 25% increase in brands investing in U.S. women’s professional sports.

In addition, she identified the following nine major trends shaping the sponsorship landscape:

• Rising sponsorship spending amid tightening marketing budgets
• Increasing sponsor expectations
• Properties favoring fewer but bigger partnerships
• Sponsorships expanding beyond events
• Greater emphasis on audience-brand-values alignment
• Interactive and immersive activations
• Partnerships with purpose
• Increasing B2B sponsors
• Professionalization of the sponsorship space

To navigate these evolving market conditions, Paula presented a comprehensive approach that combines strategic preparation with actionable execution. This integrated approach recognizes that future sponsorship success requires a higher level of expertise, tenacity, and thoughtful planning to meet the increasingly sophisticated demands of both sponsors and audiences.

Key Takeaways:

1. Purpose-Driven Partnerships are Essential: Modern consumers increasingly make purchasing decisions based on brands’ values and community support. Companies that demonstrate clear purpose and social responsibility are four to six times more likely to gain consumer trust, loyalty and advocacy, making values alignment a critical factor in sponsorship success.
2. Quality Over Quantity in Partnerships: The industry is shifting toward fewer, more substantial partnerships rather than numerous smaller sponsorships. This trend requires sponsors and properties to focus on deeper, more meaningful collaborations that provide greater value and more comprehensive activation opportunities.
3. Integration and Experience Enhancement are Key: Successful sponsorships must extend beyond traditional event boundaries to include social/digital media integration and focus on enhancing the guest experience. The best sponsorship ideas solve problems, create emotional connections and provide immersive, interactive experiences that engage audiences across multiple touchpoints.

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, imagine the possibilities that come from combining proven strategies with fresh insights from leading experts. Picture yourself mastering the art of turning hesitant prospects into enthusiastic champions, learning to leverage cutting-edge technology that transforms your sponsor relationships from transactional to transformational, and discovering how to tap into the growing demand for purpose-driven partnerships that create authentic connections with today’s conscious consumers. Expo! Expo! 2025 promises to deliver game-changing learning experiences that equip you with the expertise, tools and confidence to navigate an increasingly sophisticated marketplace.

The post Sponsorship Gold Rush: Unlock the Game-Changing Strategies That Turn Prospects into Profit appeared first on IAEE.

Three outstanding sessions from this track highlighted different aspects of modern marketing strategy and offered practical, actionable strategies that attendees could immediately implement to craft their own success stories.

More Platforms, More Problems: Simplified Social Media Marketing Using A.I.

Sherron Washington, Founder and CEO of The P3 Solution, focused on how marketers can streamline their social media marketing strategies by identifying the right platforms, simplifying tactics and leveraging AI tools. She also addressed common challenges marketers face with social media, including platform overload, unrealistic expectations and implementing tactics without proper strategy.

Sherron compared different social media platforms to familiar concepts:

• Facebook as “The Watercooler” (communal space for nurturing professional/casual relationships)
• LinkedIn as “The Boardroom” (professional networking to establish credibility)
• Instagram as “The Show Floor” (visual showcase for products, services and lifestyles)
• TikTok as “The Stage” (creative entertainment platform)

For each platform, she outlined industry relevance, target demographics, goals (visibility, lead generation or sales) and recommended posting frequency.

Sherron also offered tactics to simplify social media efforts such as careful implementation of trends, content curation rather than creation, using “edutainment” for engagement, reverse engineering posts and posting with intention.

Sherron concluded by offering suggestions for various AI tools to help with platform selection, expectation management and strategy development that include ChatGPT, Jasper, BuzzSumo, HootSuite, Sprout Social and Canva AI.

Key Takeaways:

1. Focus on selecting the right social media platforms based on industry relevance, audience demographics, specific goals (visibility, leads, sales) and required effort rather than trying to maintain presence on all platforms.
2. Simplify your social media tactics by curating rather than creating all content, using “edutainment” for engagement and posting with clear intention to align with your overall strategy.
3. Leverage AI tools like ChatGPT, Jasper and social media management platforms to streamline platform selection, manage expectations and develop effective strategies that reduce complexity in your social media marketing.

Personal Branding (For People Who Aren’t Celebrities)

Personal branding and LinkedIn trainer Leanne Calderwood focused on demystifying personal branding for professionals who are not celebrities. Defining personal branding as “the intentional amplification of your personality traits so that you can set yourself apart, build trust with your audience, and attract more leads and opportunities,” she addressed common concerns about personal branding, including uncertainty about where to start, feeling intimidated, questioning its effectiveness and concerns about time constraints.

Leanne debunked these five common myths about personal branding:

• Personal branding is about creating an image (instead, it should be authentic)
• Personal branding competes with corporate branding (they can complement each other)
• You have to be on social media to build a brand (there are many offline options)
• Personal branding is time-consuming (many branding activities take less than 10 minutes)
• Personal branding is all about you (it’s actually about who you’re trying to influence)

She also provided a framework for identifying what to include in a personal brand by exploring eight areas of personality: characteristics, skills, talents, strengths, passions, values, beliefs and traits. Leanne highlighted that finding one focus point to amplify – whether that’s a strength, passion, belief, story, experience or unique selling proposition – will differentiate you and resonate with your target audience.

Throughout the presentation, Leanne emphasized that personal branding should be intentional, authentic, and aligned with how you want to serve others. She noted that 83% of customers prefer to do business with someone they know and trust, reiterating the importance of building relationships through personal branding.

Key Takeaways:

1. Authentic personal branding is about intentionally amplifying your genuine personality traits and strengths to set yourself apart and build trust with your audience as opposed to creating a false image or persona.
2. Your personal brand and your company’s brand can work together synergistically rather than competing; strong personal brands can be seen as assets to organizations by creating stronger relationships and providing additional opportunities.
3. Personal branding doesn’t have to be overwhelming or time-consuming! It can be built through small, consistent actions (many taking less than 10 minutes) that focus on your unique strengths and the specific value you provide to those you’re trying to influence.

Attracting New Audiences: Marketing Strategies for Trade Show Success

Damaris Piraino, Senior Director of Trade Show Marketing at the Plastics Industry Association, and Bill Zimmer, Vice President of Strategy at 360 Live Media, showcased marketing strategies used to revitalize NPE: The Plastics Show after a six-year hiatus. NPE is the largest plastics trade show in the Americas, typically drawing more than 50,000 attendees from 133+ countries every three years.

The comprehensive marketing approach presented by Bill and Damaris is guided by six core principles:

• People First
• Make It Personal
• Be Relevant
• Be Interested
• Activate Others
• Push Yourself

Damaris and Bill detailed a multi-channel strategy that included rebuilding their contact database from the ground up, implementing targeted audience segmentation across 15+ industry segments, developing a compelling creative theme (“Made For You”), and executing an integrated marketing plan.

Their marketing efforts included website optimization, email campaigns (250+ emails with 97.51% deliverability), robust social media engagement (700+ posts generating 32M+ impressions), exhibitor guest pass programs, international marketing partnerships, paid media campaigns, and public relations efforts that generated 3.5 billion in total readership. They also highlighted the importance of creating new experiences like opening parties, women’s breakfasts, and programs targeted at future industry leaders.

The results were impressive: NPE 2024 attracted more attendees under 40 than any previous show, doubled C-suite attendance compared to the prior event, and 89% of attendees reported attending for the networking opportunities.

Key Takeaways:

1. Effective trade show marketing requires a people-first approach with targeted audience segmentation. NPE’s strategy of creating personalized messaging for 15+ industry segments and additional demographic factors enabled them to effectively rebuild their audience after a six-year hiatus and attract a younger, more diverse audience.
2. Successful trade shows must leverage multiple marketing channels simultaneously. NPE’s comprehensive approach included website optimization, email marketing, organic and paid social media, exhibitor partnerships, public relations, and international marketing efforts – all working in concert toward common goals.
3. Trade shows must balance attracting new audiences while retaining core attendees. NPE accomplished this by developing both fresh experiences (opening parties, women’s breakfasts, Future Leaders programs) and maintaining industry-focused content (sustainability features, recycling demonstrations, and relevant keynotes), resulting in both more attendees under 40 and doubled C-suite participation.

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, exhibitions and events professionals are invited to experience the same caliber of transformative learning showcased in these presentations. Whether you are looking to master digital marketing strategies, develop your personal brand to stand out in a competitive industry or discover innovative approaches to audience engagement, Expo! Expo! 2025 offers practical, actionable insights you can implement immediately to elevate your events, streamline your marketing efforts and connect with new audiences.

The post Marketing Strategies that Captivate Audiences appeared first on IAEE.

Participants discovered how innovative safety protocols are transforming workplaces and how educational initiatives are building foundations for lifelong wellness habits. As we unpack the key insights from this transformative learning track, we invite you to consider how these integrative approaches might enhance your own wellness journey, benefit your organization, or strengthen the exhibitions and events community’s health initiatives.

Leadership for Well-being: Strategies to Alleviate Stress and Foster a Healthy Workplace

Author, Speaker, Trainer and Performance Coach David Suson focused on leadership approaches that reduce workplace stress and anxiety while fostering employee well-being. He proposed that traditional approaches to workplace stress reduction often fail because they do not address root causes. Instead, he recommended the “MVP” framework for leadership that transforms workplace culture and relationships:

M – Mindset: Leaders must shift their mindset from demanding performance to inspiring it. This involves seeing leadership as coaching, mentoring and development rather than authority and control. Suson encouraged leaders to examine their first experiences with leadership and recognize how these might shape their current approach.

V – Value Them: Leaders should demonstrate genuine care for team members as individuals, not just workers. This includes remembering personal details about employees’ lives, interests and special days. Even with difficult team members, Suson advocated practicing “inattentional blindness” by intentionally looking for value in everyone.

P – Push Them Up: Leaders should focus on elevating their team members’ careers and capabilities. Suson addressed the common fear that developing employees might lead them to surpass the leader, countering with the metaphor that “a rising tide lifts all boats.”

Suson emphasized that well-led teams experience less stress and anxiety, resulting in higher engagement, performance, retention and fewer problems like “quiet quitting” and excessive sick days.

Key Takeaways:

1. Effective leadership focuses on inspiring rather than demanding, which addresses the root causes of workplace stress and anxiety.
2. The MVP framework (Mindset, Value Them, Push Them Up) provides a practical approach to leadership that reduces stress while improving team performance.
3. Simply knowing leadership principles isn’t enough – implementation is what matters. As Suson noted, “It’s not what you know, it’s what you do with what you know.”

The Curious Calendar Game: Mindfulness for Executives, Managers and Staff

Natasha Coco Benitez (Coach Coco) focused on mindfulness techniques for workplace professionals through calendar analysis. She encouraged participants to examine their personal and professional calendars with “compassionate curiosity” to gain insights into their well-being priorities.

Coach Coco applied a reflective exercise she calls “The Curious Calendar Game,” where participants review their calendars (or photos as an alternative) from specific time periods to assess three dimensions of well-being:

1. Social well-being: Examine social connections like volunteering, gatherings with friends and hobbies.
2. Emotional well-being: Reflect on emotions experienced, including those avoided or suppressed, and self-care practices.
3. Workplace well-being: Identify aspects of work that provide positive feelings versus those that deplete energy.

Coach Coco also offered action steps that help identify patterns to release and habits to cultivate, along with reflective questions about commitment integrity and potential six-month outcomes.

Key Takeaways:

1. Regular calendar reviews can reveal important insights about how we prioritize well-being across social, emotional and workplace dimensions.
2. Improved workplace well-being correlates with significant benefits: employees are 3x more likely to be engaged at work, 69% less likely to search for a new job and 36% more likely to thrive in their overall lives.
3. Sustainable well-being improvements come from both identifying commitments to release (“one pattern to slowly release”) and positive habits to reintroduce (“one habit to gently bring back”).

The Culture Catalyst: Shifting Leadership Perspectives with Neuroscience

In this session, Matthew Kalb, CMP, CEM-AP, Vice President of Client Experience at T3 Expo focused on how leaders can transform workplace culture through understanding neuroscience principles. He explored the definition of culture, introduced concepts of neuroplasticity and contrasted transactional versus transformational leadership styles.

Kalb emphasized that leadership behaviors are contagious throughout an organization and highlighted five characteristics of enhanced teams, with special focus on psychological safety. He offered practical strategies for leaders to improve workplace culture, including restructuring one-on-ones, celebrating failures, implementing 360 reviews and adjusting interview processes to prioritize emotional intelligence.

Key Takeaways:

1. Psychological safety is fundamental to effective teams. Organization leaders should strive to create environments where team members feel safe to take risks, express ideas and admit mistakes without fear of negative consequences.
2. Leadership behaviors are contagious. Good or bad leadership trickles down through an organization, highlighting the importance of leaders modeling desired behaviors and mindsets.
3. Small, incremental changes are more effective than large ones. Lasting cultural change happens through small, manageable shifts rather than attempting major overhauls, as self-control is an exhaustible resource.

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, exhibitions and events professionals are poised to connect with thought leaders who understand the intersection of professional success and personal wellbeing while gaining actionable strategies that can transform organizational culture and individual performance. Whether you seek solutions to common workplace challenges or are looking to stay ahead of emerging trends in professional development, Expo! Expo! 2025 provides the perfect environment to expand your knowledge, strengthen your network and reenergize your approach to leadership.

The post Set the Stage for Your Team to Perform at its Best appeared first on IAEE.

Adaptive Growth Strategies for a Disrupted World

Keynote speaker Rick Denley, Founder and President of Peak Performance Leadership Services, Inc. focused on how sales professionals can adapt their strategies to meet the challenges of today’s disrupted B2B sales environment. The changing demographics of buyers, increased use of technology (particularly AI and data analytics), and group decision-making in the buying process means that buyers now expect B2B experiences to mirror the personalized, seamless journeys they enjoy as consumers.

Denley pointed out that while technology is significant, people and relationships remain paramount. Building lasting relationships, investing in customer success and bringing value are critical strategies which can include tactics such as focusing on omnichannel engagement, customer mapping, personalized solutions, and establishing a winning culture.

Denley concluded by offering these Top 5 Habits of Top 1% Growth Companies:

• Remarkable boldness
• Intrinsic motivation
• Grit and resilience
• Ability to lock in and see things through to conclusion
• Connection/communication

Key Takeaways:

1. The B2B buying process has fundamentally changed, becoming more complex and requiring sales professionals to adapt their strategies to help customers navigate their buying journey.
2. While AI and technology integration are important tools, human relationships and delivering value to customers remain the foundation of successful sales strategies in the modern environment.
3. A growth mindset characterized by grit, resilience and innovative thinking is the “#1 Skill” needed to succeed in today’s disrupted sales world.

Bridging the Gap in Event Expectations

Panelists Ronny Coombs, CMP, CEM, Senior Exhibits Manager, American Society of Nephrology; Emile K. Davis, CEM, Managing Director of Business Development, American Institute of Architects; Amy Wilkinson, CMP, DES, Director, Global Events and Corporate Partnerships, Society for Laboratory and Screening; and David Saef, CTSM, CEM, Senior Vice President of Strategy, Freeman discussed the changing dynamics of event organization and attendee expectations, particularly as workforce demographics shift toward younger generations.

They highlighted the disconnect between what event organizers think attendees want versus what attendees actually prioritize, and examined how innovative exhibition organizers are adapting to meet these evolving needs. Discussions centered around data from the Fall 2024 Freeman Syndicated Survey of Event Organizers which included the findings below.

Key Takeaways:

1. Generational Shift in Workforce and Values: By 2030, the workforce will be dominated by younger generations (35% Gen Z, 40% Millennials), who prioritize different values than Boomers. These younger professionals value work-life balance, experiences over possessions and social responsibility, which is reshaping expectations for business events.
2. Disconnect Between Organizer Perceptions and Attendee Priorities: While organizers focus on networking opportunities, attendees place higher value on discovering new products/solutions (87%), hands-on/interactive learning (86%) and building their network (83%). Innovative organizers are more in tune with these attendee priorities.
3. Need for Diversified Learning Formats and Experiences: Attendees expect a wider variety of learning approaches beyond traditional formats. Successful events are incorporating more peer-to-peer learning, hands-on interactions, and immersive experiences that cater to different learning preferences and provide more engaging attendee journeys.

Insights & Projections: Data-Driven Trends for the 2025 Exhibitions Industry

Moderated by Bob Chain, Global Head of Strategic Accounts for Swapcard, the panelists for this session included Sacha Carey, CEM, Vice President – Exhibits, National Business Aviation Association; Arjun Chakravarti, Ph.D., Managing Partner, COGKNITION Analytics; and Molly Witges, CMP, DES, Senior Director, Strategy and Insights, Freeman.

The conversation focused on data-driven insights for exhibition organizers in 2025 and examined engagement patterns, lead generation strategies, and exhibitor behavior across different event sizes. Panelists analyzed how activation relates to engagement, when networking activity occurs throughout the event lifecycle, where leads are generated and the significant impact of sponsorships on lead generation. They also addressed concerning gaps in exhibitor follow-up practices and offered resources for improving exhibition measurement.

Key Takeaways:

1. Sponsorship dramatically increases lead generation: Exhibitors who sponsored at Tier 1 exhibitions (40,000+ attendees) generated 750% more leads than non-sponsors. Additionally, 75% of all leads created come from digital engagements rather than traditional lead scanning.
2. Timing matters for engagement and networking: 65-67% of networking activity occurs before the event, with only 12-14% happening post-event. Similarly, 40% of lead generation happens pre-event while only 8% occurs post-event, emphasizing the importance of pre-event strategy.
3. Significant follow-up gaps exist: One-third of all inbound leads are never followed up with, more than 50% of networking requests remain unanswered and only 15% of exhibitors download their final lead report within 10 days after an event ends, indicating a major opportunity for improvement in post-event processes.

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, exhibition professionals have a unique opportunity to be at the forefront of these transformative industry shifts. Immersive educational experiences will equip you with actionable strategies to bridge expectation gaps, leverage data-driven insights and implement adaptive growth techniques in today’s disrupted marketplace. Whether you seek to enhance pre-event engagement, optimize your lead generation approach or better understand the evolving needs of younger professionals, Expo! Expo! 2025 offers the collaborative environment, cutting-edge research and practical tools necessary to thrive in the exhibition industry of tomorrow.

The post Shaping the Future of Exhibitions appeared first on IAEE.

Here, Anytra shares why she enjoys serving on IAEE’s Expo! Expo! Advisory Committee and what she looks forward to the most at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2024 this 16-19 December in Los Angeles, California.

What motivated you to join IAEE’s Expo! Expo! Advisory Committee, and what do you hope to achieve through your service?

Joining IAEE’s Expo! Expo! Advisory Committee was driven by a deep-seated passion for the events industry and a commitment to fostering innovation and excellence. At Freeman, I have witnessed firsthand the transformative power of well-executed events in bringing people together, driving business growth, and creating unforgettable experiences.

Ultimately, I am motivated by the opportunity to give back to the community that has given me so much. By sharing my knowledge and expertise, I hope to inspire others and help pave the way for the next generation of event professionals.

In your opinion, what are the biggest challenges facing the exhibitions and events industry today, and how can attendees at Expo! Expo! learn to address these issues?

The exhibitions and events industry today faces several opportunities, including the rapid pace of technological advancements, evolving attendee expectations, and the need for sustainable practices. At Expo! Expo! attendees can learn to address these issues by engaging with industry experts, participating in hands-on workshops, and exploring innovative solutions showcased by exhibitors. By staying informed about the latest trends and best practices, attendees can better navigate these challenges and drive the industry forward.

How do you leverage your experience as a show ambassador during Expo! Expo! to gather insights and improve future events?

As a show ambassador at Expo! Expo! I engage with attendees, exhibitors, and industry experts to gather insights. By participating in sessions and networking events, I identify trends and gather feedback. This helps refine our strategies and improve future events.

As an industry supplier, what do you see as the greatest takeaways for those who attend Expo! Expo!?

Networking with key industry players is key. The greatest takeaways for those who attend Expo! Expo! include the opportunity to gain valuable insights from expert-led sessions. Attendees can also explore new products and services that can enhance their business operations and stay ahead of the competition. This event provides a platform for learning, collaboration and growth.

What do you look forward to the most at this year’s Expo! Expo! in Los Angeles?

This is an easy answer. I was born and raised in Los Angeles, so I am happy to be back on my home turf and very excited for what IAEE has planned. There will be a vibrant atmosphere and the chance to explore new products and services that can enhance our business operations is always exciting.

Register for Expo! Expo! here. Interested in serving on an IAEE council, committee or task force? Find out more here!

The post Anytra D. Lowe Shares What Makes Expo! Expo! a “Must Attend” Event appeared first on IAEE.

As professionals upskill to greet the new age of exhibitions and events, it is more important than ever to re-evaluate and update the defined value proposition for bringing people together. What is the purpose of an exhibition/event, if not to meet with subject matter experts, peers, community members and/or customers?

And if that is the primary purpose of an event, shouldn’t it be the lens through which we design experiences that matter for our participants, stakeholders, clients and organizations?

As we seek to connect people in meaningful ways, what techniques can be applied to the elements of our events to ensure those connections are purposefully designed and executed?

Tim will explore these questions as well as the science of breaking the “hallway conversation” out of its corridor and into the rest of our spaces. This discussion will equip participants with the power to create meaningful engagement for all attendees and stakeholders at their exhibitions and events.

You will articulate the new value proposition for in-person exhibitions and events. What is the newest twist to creating lasting impact and value for attendees beyond the duration of the event itself?

It starts with us as humans at any event and what kind of invitation to others. It starts with our self- awareness and understanding of our intention and impact on others. Those conversations or moments will be the catalyst to making you and your event memorable. I will dive into event design and the importance of having a “north” star for your event, but also considering how we create environments for our attendees to spark life into others. This will create a memorable event that will turn your attendees into engaged and loyal customers.

You will also teach new formats that foster engagement among attendees. How can organizers effectively measure and adapt these new formats to ensure they meet diverse attendee preferences and learning styles?

I will focus on exploring 19 engagement elements that apply to all brands, industries and organizations. Careful selection and blending of the elements increase engagement. I am only going to explore these elements through the lens of creating engagement among attendees, as stated in the learning objectives BUT… these can and should apply to all elements of the event design process. This awareness will provide some building blocks and tools to help someone as they work through any event design process.

In addition, you will offer strategies for organizers to facilitate networking that is meaningful for all of their attendees. Why is it important to offer a variety of networking opportunities?

I will touch on trends in our events that will illuminate the value of how we design, activate, and engage our attendees and customers. These insights will help you understand the pulse of our industry and how best to have a roadmap with some actionable takeaways.

What fuels your passion for this subject, and why is this information so relevant in today’s business environment?

As the Director of Education for MPI, my heart and passion are to educate our industry with relevant and timely topics. With ghosting becoming more common in our industry, it is more important to engage your attendees all the more with personalization and authenticity. We are in the people industry and this topic will not only make you a better professional, but also help you as an individual to consider how to be consider the best version of yourself in all aspects of your life.

Expo! Expo! is THE PLACE TO BE to learn about the latest industry trends and technology, as well as network with professional peers. Find more information here including how to take advantage of special promos for IAEE members.

The post Redefining Value in Modern Exhibitions and Events appeared first on IAEE.

AI is rapidly advancing and making a significant impact on businesses and society. Despite this potential, the exhibitions and events industry has been slow to embrace AI due to various challenges, such as the sheer number of available AI tools, limited staff, and the demanding nature of the profession. It’s time to go from theory to action.

Rich will demonstrate the best-in-class tools (many at low or no cost) specifically tailored to empower industry professionals to enhance all aspects of their organization, data analysis, contracting, conference planning, marketing and more. Attendees will work with sample event data and documents, facilitating immediate hands-on learning. The final exercise will be a team-based competition, a collaborative challenge to test the various tools.

Rich will explore:

• Practical knowledge and hands-on experience with publicly available AI tools, including event-specific toolsets enabling them to seamlessly integrate AI into their event planning, operations, marketing and analytics.
• Actionable insights and skills to build better queries, optimize prompts, and achieve better results to increase the value of AI tools.
• Putting theory into practice through a moderated exercise and collaboration with peers to brainstorm ideas for practical AI applications in critical areas of event planning and execution.

In the video below, Rich shares how he will convert the conceptual possibilities of AI into actionable resources attendees can use today to improve their exhibitions and events during his hands-on session at Expo! Expo! 2024.

Expo! Expo! is THE PLACE TO BE to learn about the latest industry trends and technology, as well as network with professional peers. Find more information here including how to take advantage of special promos for IAEE members.

The post Put AI into Action to Improve Your Exhibitions and Events appeared first on IAEE.

In this session, Janet explores the intersection of neuromarketing and exhibitions. Whether one is an exhibition/event organizer, supplier, or exhibitor, all are vying for the attention of the customer from the point of registration to the exhibition floor.  She will teach participants how to break through the cognitive “noise” and attract attention.

You will examine key drivers of our decision making. What is one surprising factor that influences how people make decisions, and how might organizers and/or exhibitors leverage this insight?

The brain can make decisions faster than you and I can blink. It classifies everything into two categories, what will hurt me and what will help me. Everything we do in life is based on the brain’s determination to minimize danger and maximize reward.  The first thing the brain looks for are threat and danger – before it seeks out reward and happiness.

Loss aversion creates a stronger response in the brain than the motivation to gain rewards. Our events and exhibitions should leverage what will be lost and gained at key decision points – such as registering for the event, negotiations with vendors, venue and exhibitor space and sponsorship contracts. When you design to help the brain, you accelerate attendee decision-making and get the results you want

Your session promises to reveal four ways to quickly grab someone’s attention. Could you give us a sneak peek into one or two of these methods and explain how they tap into our neurological responses?

Paying attention is a choice the brain makes – and the brain doesn’t pay attention to boring things. I know “boring” sounds like a judgement. Yet “boring” is also a fact when we are talking about the brain. Here’s why: because when our brain is presented with a stimulus that does not require our neurons to fire, that stimulus just floats on by creating no reaction. So, what causes neurons to fire and grab someone’s attention?  Threat and reward, and also context. Context is content for the brain.

How a message is framed is as important as the message itself. Stories create particularly powerful context. Stories are a rich way for our brain to take in and process information. The brain’s visual cortex is highly activated when we listen to a story, turning the spoken word into graphics or a movie. Our brain listens to that story first person, puts ourselves into that story, and activates our emotions.  Activating our emotions helps our brain pay attention and anchors those stories in our long-term memory

You will also identify three unconscious influencers and persuaders. Could you share one of these hidden factors and explain how it might be subtly shaping attendee behavior on the exhibition floor without them even realizing it?

The power of kindness. Kindness is a neurochemical. Neurochemicals like endorphins, serotonin, dopamine, oxytocin all ignite the reward region of the brain while decreasing cortisol, our stress neurochemical.  Exhibitions by their very nature are big.  Big lights, big stages, big walls, big audiences, big show floors all of which activate the threat region of the brain. The very small act of helping someone find their way, letting someone go ahead of you, giving up your seat, holding a door for someone, greeting someone with your smile and your eyes all require empathy and ability to understand others.

Those simple, small actions activate the mirror neurons in our brain, and they mimic not only the action, but the intent of the kindness. Kindness inspires trust, community, creativity and collaboration. So, if you are looking to influence and persuade someone, try a small act of kindness, it can go a long way.

What fuels your passion for this subject, and why is this information so relevant in today’s business environment?

Our industry is great at helping industry professionals know the “what” of exhibition management such as managing logistics, analyzing data, selling and contracting booth space, floor plan development, financial management, attendee acquisition, and so on. My passion, and my career have been all about defining our professional field as a design discipline, rooted in executive leadership and social and cognitive sciences.

Helping our industry professionals discover the “why” people are deciding and behaving the way they are so they can create powerful, meaningful, and successful experiences for all is at my very core.  People are at the very core of what we do, lifting the lid on the “why” can help drive the results stakeholders and attendees are looking to achieve.

Expo! Expo! is THE PLACE TO BE to learn about the latest industry trends and technology, as well as network with professional peers. Find more information here including how to take advantage of special promos for IAEE members.

The post Capturing Attention through Neuromarketing appeared first on IAEE.

Holly will explore how the demands of balancing a successful career and modern life can present serious health symptoms such as feeling mentally stressed, physically run-down, and emotionally reactive. She will share her four-step system with participants to engage resources within themselves that will help them feel lighter, more present and more focused.

In this session, attendees will learn to communicate with clarity and get results. How does improved communication lead to measurable results, and what are some of the strategies you will be diving into during your session?

The first step of effective communication is self-awareness. Learn the concept of “above the line” and “below the line,” how to operate from openness and curiosity and claim your creative power, and why being aware of your operating state at any moment is foundational to getting the results you want.

You will also delve into how to deepen one’s connection in relationships. Can you describe a specific practice that attendees will discover and how it can positively impact them?

As leaders we are either in a state of “openness” or in a state of “protection and defensiveness” at any time. We are either open to discovery and curious to learn, or we are defending against a threat, either real or perceived. Learn how to use the “Openness to Discovery Scale” to locate yourself in any interaction to deepen your connection in relationships and increase collaboration. “Openness to Discovery” is a mindset where being curious and increasing our capacity to respond is the ultimate aim.

Participants will also learn how to implement a self-care regimen to reduce stress and feel more energized, so they don’t lose themselves in day-to-day functions. Can you provide an overview of the regimen and the key advantages to this process?

This is where it gets exciting! You have the power to influence your experience no matter what is happening in your life and the world. I will teach you a simple, effective, three step process you can use to calm yourself and respond effectively to your surroundings, difficult people, and high-pressure situations. The regimen harnesses energy that is already present to frame your experience in an empowering way to move you toward outcomes that serve your highest and best good.

What fuels your passion for this subject, and why is this information so relevant in today’s business environment?

I am passionate about sharing leadership skills and the power of universal life force energy because of the impact they have made in my life. Together they have helped me overcome chronic illness, reach early financial independence, experience deep and meaningful relationships, and create a life of design, where I am the creator of my experience rather than the victim of it. I envision a world where we call ourselves higher with compassion, integrity, and kindness. Taking ownership of the power we each have to shape our experience means more collaboration, more solutions, and more successful outcomes in commerce and business.

Expo! Expo! is THE PLACE TO BE to learn about the latest industry trends and technology, as well as network with professional peers. Find more information here including how to take advantage of special promos for IAEE members.

The post Work/Life Balance for Better Health appeared first on IAEE.